爱思英语编者按:近年来,网络红人高调现身,成为公众焦点。岂不知,不管“犀利哥”还是“凤姐”,这些网络明星的身后都有着网络推手的高明炒作(hype)。网络炒作日渐成为一种“钱”途无限的营销手段。然而,作为聚光灯下的网络红人们,只不过是昙花一现而已。
 


 
那些通过高点击率视频,博客以及帖子一夜爆红的网络明星们成为3.84亿网友热议嘲讽的最新热点。对于网络红人,人们表现出浓厚的兴趣。
With more than 384 million netizens desperate to discuss or deride the "next big thing", the demand for Web celebrities - people made famous overnight by a well-seen clip, blog or post - has become enormous.

近年来,一些流传在网络上的照片塑造了许多网络明星,流浪汉因“着装前卫”而一炮走红,身穿羌族传统服饰的美丽乡村女孩也一举成为炙手可热的模特。
In recent years, pictures circulated online have helped a homeless man shoot to fame for being "well dressed" and a pretty village girl in traditional ethnic Qiang clothing become a pin-up model.

尽管似乎是运气使然,但分析人士说这些人往往是那些所谓“推手”的网络行销人员的客户,有时甚至会沦为网络炒作的牺牲品。推手们将这些人变成大众关注的焦点,以此牟取暴利。
Although this seems like luck, analysts say these people are often the clients - and sometimes victims - of so-called tui shou, Internet marketers who stand to earn big money by thrusting them into the limelight.

推手们通过雇佣成千上万名网民在热门网站发表观点对立的帖子,以此来制造关注度。他们同时提供广告配套及推广服务轻松获利数千元,就连电视明星们也望尘莫及。
By paying thousands of netizens to leave positive or negative posts on China's popular websites, thereby generating attention, tui shou (literally pushing hands) potentially stand to make thousands of yuan on advertising tie-ins and promotions, even if the star of the show does not.

对于普通网友来说,转发搞笑帖或者骇人听闻的故事,抑或是记录疯狂行为的视频,这都只是为了找点乐子。而对于某些人来说,这其中蕴含重大商机。
For the casual browser, forwarding hilarious or shocking stories or clips about crazy stunts maybe just a bit of fun. To some, it is a serious business.

通常来讲,雇佣网民在超过3000个论坛上发表一个帖子,需要支付约3000元人民币(合440美金)的费用。如果预算充足,网络推手几乎可以保证客户迅速成为网络话题人物。
On average, it costs about 3,000 yuan ($440) to pay netizens to leave just one post on more than 3,000 online forums - and with a large enough budget, marketers can almost guarantee that their client will become an Internet sensation.

猫扑互动中心总监杜培源表示:“我们不在意这些故事的幕后操纵者。尽管我们搭建了这个舞台,但我们并不在乎谁在上面翩翩起舞。”
“We don't care who is behind these stories," said Du Peiyuan, mop.com's Beijing-based director of interactive service. "We've built the platform but we don't really care who is dancing on it. "

很难确认哪个人是凭借公众关注还是网络行销(或者说是推手助力)而成名的。
It is almost impossible to identify who is gaining fame due to the sheer weight of interest or the Internet marketing machine (tui shou take credit either way).

然而,作为当今网络红人之一的罗玉凤却否认自己成名与外援有关。 However, Luo Yufeng, one of the biggest Web celebrities today, denies receiving any help on her road to stardom.

现年24岁的“凤姐”因在上海陆家嘴金融贸易区的大街上发放征婚传单而一举成名,传单上列举出一系列的征婚标准。
The 24-year-old, who is more commonly known as Feng Jie, or Sister Phoenix, shot to fame after she handed leaflets on the streets of Shanghai's Lujiazui financial district that stated the characteristics a man would need in order to marry her.

她在传单上写道:“他必须是北大清华经济学或相关专业的精英。同时身高必须在176--183之间,且相貌英俊。” "He must be an elite with a degree in economics or similar from Peking University or Tsinghua University," she wrote. "He must also be 176 to 183 centimeters tall and good looking."

由于身材矮小且其貌不扬,罗玉凤很快就被网民奉为“全民笑话”。而有些人立刻就发现了其中的商机,一些自称“病毒式营销专家”的人站出来,声称一手策划了凤姐的走红。
As Luo is petite and arguably plain-looking, netizens immediately hailed her as the nation's newest laughingstock. Others were quick to see the business opportunities, though, with several self-proclaimed "experts in viral marketing" stepping forward to take credit for masterminding her success.

凤姐与“现任男友”及“前男友”现身一档电视节目,大谈“三角恋”(后来两位“男友”被揭露都是演员);节目上凤姐言语大胆:“我九岁便博览群书,无人能及。前推300年,智商更是无人可及。”
She was joined on the show by her "boyfriend" and "ex-boyfriend" (both were later confirmed to be actors) to talk about their "love triangle", and also made bold comments such as: "I started reading literature at 9 years old and no one can surpass me", and "No one in the last 300 years can compare with my IQ".

凤姐的故事仍在继续,记者们依旧等待着她的雷人语录,许多整形医院也邀请她进行免费的专家会诊。一些选秀节目更是请她去一展歌喉,不管她唱得有多难听。
As the Feng Jie story rolls on, Luo continues to be surrounded by reporters waiting for the next outlandish quote, and has offers from plastic surgery clinics for free consultations. She also receives many invites from talent shows to sing a song - no matter how badly she sings it.

但当网民热情消退之时,又将会是怎样一番景象呢?
But what happens when the netizens lose interest?

就拿人称“芙蓉姐姐”的网络红人史恒侠来说吧,看着自己的热度一点点退去,她的心情糟透了。过去几年中,史恒侠试图在唱歌、跳舞或演戏这些主流演艺事业上大展拳脚,但最终希望都落空。
For Shi Hengxia, another Web celebrity, who was nicknamed Furong Jiejie, or Sister Lotus ,watching the spotlight slowly turn away from her has been a frustrating experience. All attempts by Shi over the last few years to launch a mainstream career in dancing, singing or acting have fallen flat.

杜培源表示:“那些打算开展主流演艺事业的网络明星最后都是昙花一现。。如果史恒侠尝试改变,那么她就不再是那个众所周知的‘芙蓉姐姐’了。”
Ultimately, a Web star attempting to start a mainstream career is like "writing in the water", said Du at mop.com. "If Shi tries to change herself, then she is not the famous Sister Furong anymore," he said.更多信息请访问:http://www.24en.com/

终上所述,这些网络明星的唯一出路莫过于挑起更大的争议,否则只能变得风光不再。杜培源耸耸肩说:“那才是十足的悲剧。”
So, the only options these celebrities have are to court more controversy or become less famous. "That's the real tragedy," shrugged Du.

相关词汇

arguably 可论证地,可以认为是
 
desperate 极想望的, 极需要的
 
deride 取笑,嘲笑
 
clip 电影或电视片段
 
controversy 争论
 
hail 赞扬(或称颂)…为
 
hilarious 十分有趣的, 非常滑稽的
 
laughingstock 笑柄,受人嘲笑者
 
leaflet 传单
 
outlandish 古怪的, 奇异的
 
petite 娇小的
 
pin-up 受欢迎的
 
tie-in 捆绑(销售)