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翻译频道 > 热点翻译
吴亦凡后蔡徐坤,虎扑直男为何跟他们过不去?
来源:21英语网    日期: 2019-01-25

自从选秀节目中出道,蔡徐坤这个名字便一遍遍的在社交媒体上刷屏。前两天,蔡徐坤又完成了一次“跨界”表演,这一回依然引发各路网友的强势围观。

新春佳节临近,美国职业篮球联赛(NBA)选择蔡徐坤担任中国新春贺岁形象大使,结果一石激起千层浪。

The National Basketball Association's appointment of Cai Xukun as the NBA Chinese New Year Celebration Brand Ambassador has sparked a macho backlash among some fans.


 
蔡徐坤是当前中国最受欢迎的偶像之一,在微博上拥有2000多万的粉丝。

Cai, one of the most popular idols in China, has more than 20 million followers on Chinese social media platform Sina Weibo.

在一段30秒的视频中,NBA球星纷纷献上春节祝福,蔡徐坤也完成了自己作为形象大使的官方首秀。

In a 30-second video of NBA stars sending out Chinese New Year greetings, Cai makes his first official appearance as the NBA's Chinese New Year Celebration Ambassador. 



而这正是争议的源头——蔡徐坤精致的外形,与NBA球员传统上充满力量感的外形形成了鲜明对比。

This caused furious debate, as Cai's delicate features posed a striking contrast with NBA's more traditionally masculine basketball players.

视频戳这里:


两大阵营
Two camps


最大的“敌意”恐怕还是来自虎扑,作为中国最大的NBA球迷社区,同时也是“直男大本营”,虎扑用户(自称JRS)对于很多男性偶像都不太友好,认为他们太“娘”。

This hostility has been especially obvious on Hupu, a Chinese sports platform that is home to the biggest Chinese NBA community. Hupu is often regarded as a "straight man" platform and so is home to many users who are seemingly unfriendly toward male idols that they see as being too "feminine."

在虎扑社区中,《蔡徐坤成为首位NBA新春贺岁形象大使,什么水平?》的帖子已经成为热门,相关讨论也是此起彼伏。


在投票主题“NBA新春贺岁形象大使你觉得如何”中,有超过82%的参与者直接选择了最极端的选项——“我选择死亡”。他们对于这一事件的态度,可见一斑。

In a poll on Hupu, more than 82 percent of participants— went to extremes, ticking the option of "I'd rather die" at the news about Cai's NBA mission.


高亮评论基本上是这个语气:


也有虎扑用户翻出有关“蔡徐坤打球”之类图片文章,试图证明蔡徐坤的篮球水平不足。



与之形成对比的,自然就是蔡徐坤的粉丝群体。评论画风是这样:

The situation was totally different in the comment section of the Chinese New Year video as most posts were from Cai's fans.
 


在中国,蔡徐坤粉丝群体因强大的抱团能力而闻名,会通过一系列活动推广自家明星,比如大规模发帖、控评(负面新闻)或者为了维护自家偶像与黑子们针锋相对。 

In China, Cai's fan groups are famous, or perhaps infamous, for their ability to come together to promote the singer through activities such as mass posting to comment threads, spinning negative news and arguing with anyone who dares insult their beloved idol. 

当然,鉴于各自领域不同,蔡徐坤粉丝口中“美国校队大前锋”的经历,反而成了不少体育迷的“梗”。

所以如此看来,结论还是很明显的,在虎扑用户和蔡徐坤粉丝之间,是没啥一致性意见的。

It certainly seems there is a very large split between Hupu users and Cai's followers.

跨界合作
Cross-industry cooperation


此外,另一篇名为《NBA请蔡徐坤做形象大使:你对得起之前的姚明和科比吗?》的文章在微信朋友圈广为传播,阅读量超过10万+,形成火上浇油趋势。文章作者称蔡徐坤为“形象大使”,此举有误导之嫌:他只是新春贺岁形象大使,并未代言整个NBA。这也让不少网友认为,蔡徐坤成为了NBA的发言人。

Adding fuel to the fire was a highly inflammatory article titled "Hiring Cai as an image ambassador: The NBA should apologize to Kobe and Yao Ming" published on Saturday on Wechat. Throughout the article, which already has more than 100,000 views, the author referred to Cai as an "image ambassador," which can be misleading as it indicates the singer is representing the NBA as a whole instead of just for the Chinese New Year holiday. This has lead many netizens to think that Cai has become a spokesman for the NBA.

不过,网友们的问题随之而来,NBA为什么要找蔡徐坤呢?

知名篮球评论员杨毅则认为,这一事件的受众,并非传统意义上的硬核球迷。



澎湃新闻则分析表示,从影响力上来说,蔡徐坤的确能够带动一批不关注篮球的粉丝开始认识这项运动,并且有可能逐渐被这项运动吸引,进而产生为这项运动消费的潜在冲动。



NBA中国方面介绍,在春节前后,很多体育场馆将会增加中国传统装饰,15支NBA球队会举办相应活动。包括休斯顿火箭和金州勇士等球队,将会身着中国元素球衣比赛。

According to NBA China, for two weeks before and after the Chinese New Year, many stadiums will sport traditional Chinese decorations, while 15 NBA teams will host activities at these locations to celebrate the holiday. Some US teams, such as the Houston Rockets and Golden State Warriors, have put on Chinese-style jerseys during matches. 

NBA中国的目标也很简单:NBA球队与中国民众和中国明星一同,庆祝春节。按照这样的逻辑,NBA选择当前的流量小生蔡徐坤,不成问题。

According to NBA China, their aim is simple: have NBA teams celebrate Chinese New Year together with Chinese people and Chinese stars.  With this in mind, the NBA reaching out to Cai should not entail special connotations.

当然,也有人认为,两者有其它合作方式。虎嗅网就提出观点,既然蔡徐坤与NBA品牌形象不怎么契合,不如让他变更合作方式:带货——比如先去现场看几次比赛,秀秀球衣球鞋之类。



其实在蔡徐坤之前,NBA方面也联手过吴亦凡,邀请后者连续3年参加全明星周末的名人赛。

Before Cai, the NBA had already cooperated with popular Chinese stars such as singer Kris Wu, who has joined the NBA All-Star Celebrity Game for three years in a row now. 

当然,吴亦凡粉丝和虎扑直男间的口水战另有一番故事。以至于当蔡徐坤成为虎扑热门人物后,有用户开玩笑说,觉得吴亦凡“顺眼”多了~


 
不过,类似NBA与中国明星的合作,基本上都是个别活动。两者之间的长期合作很少见。

These collaborations are usually based around single events. In fact, it is rare to see any long-term or commonplace cooperation between the NBA and Chinese stars.

然而,随着跨界的流行,体育与娱乐的边界模糊,无论哪一阵营的年轻粉丝们,恐怕最需要的就是去学习,如何了解对方,如何与对方做沟通了。

However, as the boundaries between industries continue to blur, young fans from both sides need to learn how to understand and communicate with each other.

综合来源:中国日报网,环球时报英文版,澎湃新闻,杨毅侃球微信公众号,虎嗅APP,虎扑体育

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