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1、www.XiYuS锡育软件We are today talking about moral persuasion.我们今天要谈的是道德引导00:12What is moral and immoral in trying to change peoplesbehaviors by using technology and using design?当我们利用手段或者计谋 试图改变别人的行为时什么是道德的,什么是不道德的？00:15And I dont know what you expect,but when I was thinkingabout that issue,I early on r
2、ealized what Im not able to giveyou are answers.我不知道你有什么想法 但是,当我想到这个问题时我很早就意识到 我不可能给出一个答案00:21Im not able to tell you what is moral or immoral becausewere living in a pluralist society.我不可能告诉你们什么是道德的,什么是不道德的因为我们生活在一个多元化的社会当中00:29My values can be radically different from your values.我的价值观可能迥异于 你的价值观0
3、0:35Which means that what I consider moral or immoral basedon that might not necessarily be what you consider moral orimmoral.这也就是说基于我的价值观所得的道德或者不道德并不一定与你的道德标准一样00:39But I also realized that there is one thing that I could giveyou.但是我也清楚,有一件事我能给你们00:46And that is what this guy behind me gave the wor
4、ld-Socrates.这也是我身后这位留给世界的00:49It is questions.00:53What I can do and what I would like to do with you is giveyou,like that initial question,a set of questions to figure outfor yourself,layer by layer,like peeling an onion,getting atthe core of what you believe is moral or immoral persuasion.我能做的,以及我
5、要和你们一起做的就是 给你们,就像刚开头那个问题,经由一系列的问题 找出自己的答案 一层一层的探讨 就像剥洋葱一样 剥到最后你就会得到你所相信的 道德与不道德的价值观00:55persuasion:n.说服;说服力;信念;派别 immoral:adj.不道德的;邪恶的;淫荡的 pluralist:n.兼职者;多元论者;兼管数个教堂者radically:adv.根本上；彻底地；以激进的方式 peeling:n.木剥皮,去皮;剥下的皮/v.脱皮;剥落(peel的ing形式)And Id like to do that with a couple of examples oftechnologies
6、 where people have used game elements to getpeople to do things.我想用几个科技面的例子来说明 其中,人们利用了比赛的元素 来让别人去做事01:12So its a first very simple,a very obvious question I would liketo give you:What are your intentions if you are designingsomething?首先是一个简单而且显而易见的问题 我要问的是当你在盘算某件事的时候,你的意图是什么？01:21And obviously inte
7、ntions are not the only thing,so here isanother example for one of these applications.很明显,意图并不是唯一需要考虑的 所以,在各种运用之中,我要举另一个例子01:29There are a couple of these kinds of eco-dashboards rightnow-so dashboards built into cars which try to motivateyou to drive more fuel efficiently.现在有一些这样的环保仪表盘 这样的仪表盘被装在了车上
8、 从而促使你以更节能的方式去驾驶01:35This here is Nissans MyLeaf,where your driving behavior iscompared with the driving behavior of other people,so youcan compete for who drives around the most fuel efficiently.这是日产的环保驾驶指示器 通过它,你的驾驶行为将会与 其他人的驾驶行为进行比较 这样,你就可以和其他驾驶者竞争 看谁最节能01:43And these things are very effective,it
9、 turns out,so effectivethat they motivate people to engage in unsafe drivingbehaviors-like not stopping on a red headlight.结果证明这样的方式相当的有效 它的效力之大,以至于人们 会采取一些不安全的驾驶方法01:52Because that way you have to stop and restart the engine,and that would use quite some fuel,wouldnt it?这样一来会消耗不少燃料,对吧？02:01efficien
10、tly:adv.有效地;效率高地(efficient的副词形式)unsafe:adj.不安全的;危险的;不安稳的 headlight:n.汽车等的前灯;船上的桅灯;矿工和医生用的帽灯So despite this being a very well-intended application,obviously there was a side effect of that.所以尽管这种应用的意图是良好的 但很明显还存在一定的副作用02:07And heres another example for one of these side effects.关于副作用,还有另外一个例子02:14Com
11、mendable:a site that allows parents to give their kidslittle badges for doing the things that parents want their kidsto do-like tying their shoes.Commendable网站:通过这个网站,父母们可以给孩子颁发小勋章 比如说系鞋带02:16And at first that sounds very nice,very benign,well intended.乍一听,这东西不错02:24But it turns out,if you look into
12、 research on peoplesmindset,that caring about outcomes,caring about public结果,你若是看了关于人们思维方式的研究,就会发现追求结果 在意公众认可 在意这样的代表公众认可的勋章 其实对于长期的心理健康来说 并没有什TED演讲者：Sebastian Deterding|塞巴斯蒂安.德特丁演讲标题：Sebastian Deterding:What your designs say about you|你的设计如何描述你内容概要：Sebastian Deterding is an interface designer who t
13、hinks deeply about persuasive andgameful design.你设计的椅子传达了你的怎样的价值观?设计师塞巴斯蒂安.德特丁将向我们展示我们身边物品的设计是如何反映了设计者对道德和美好生活的想象。mindset,that caring about outcomes,caring about publicrecognition,caring about these kinds of public tokens ofrecognition is not necessarily very helpful for your long-termpsychological
14、well-being.可的勋章 其实对于长期的心理健康来说 并没有什么帮助02:29Its better if you care about learning something.更好的方式是在意学到了什么02:45Its better when you care about yourself than how youappear in front of other people.更好的方式是在意你自己 而不是在意你在别人面前是什么样的02:47Commendable:adj.值得赞美的;很好的;可推荐的 badges:n.轻徽章(badge的复数)/v.以为标志;授予奖章(badge的三单形
15、式)tying:n.结子/v.系(tie的ing形式)benign:adj.良性的；和蔼的，亲切的；吉利的/mindset:n.心态;倾向;习惯;精神状态 tokens:n.代币(token的复数);符号 long-term:adj.长期的/从长远来看 psychological:adj.心理的；心理学的；精神上的 well-being:n.幸福;康乐So that kind of motivational tool that is used actually in andof itself has a long-term side effect in that every time we u
16、sea technology that uses something like public recognition orstatus,were actually positively endorsing this as a good anda normal thing to care about-that way,possibly having adetrimental effect on the long-term psychological well-being of ourselves as a culture.所以这样的一种激励工具 就其本身来看 是有长期的副作用的 每一次当我们采取
17、一些方法诸如 利用公众认可或者公众地位的时候 实际上我们是在积极认可这种方法 把它们塑造成了我们理应去在意的事 这样一来,可能对我们整个文化族群 长期心理健康会有不良的影响02:52So thats a second,very obvious question:What are theeffects of what youre doing?所以,第二个显而易见的问题就是:你在做的事有什么样的影响？03:17The effects that youre having with the device,like less fuel,as well as the effects of the actu
18、al tools youre using to getpeople to do things-public recognition.你所使用的这个装置所产生的影响 像节能 或是,你所使用切实的方法 让别人去做某件事情 比如公众认可,又会有什么影响03:22Now is that all-intention,effect?意图,影响,这就是全部了吗？03:32Well there are some technologies which obviously combineboth.实际上,有些技术 显然两者兼具03:35Both good long-term and short-term effe
19、cts and a positiveintention like Fred Stutzmans Freedom,where the wholepoint of that application is,well,were usually so bombardedwith calls and requests by other people,长短期看皆好的影响 以及良好的意图,比如像弗雷德?斯图兹曼的“自由者”软件 这款软件的意图就在于 这样说吧,我们经常受到别人电话 和各种请求的狂轰滥炸03:38motivational:adj.动机的;激发性的;有关动机的;动机说明 positively:ad
20、v.肯定地;明确地;断然地 endorsing:背书;承认,认可,赞成,担保;签署,签注,批注(公文等),detrimental:adj.不利的;有害的/n.有害的人(或物);不受欢迎的求婚者 as well as:也;和一样;不但而且 short-term:adj.短期的 bombarded:v.轰炸(bombard的过去分词);炮击;向连续提问题/adj.被轰击的;频频不断的with this device you can shut off the Internet connectivity ofyour PC of choice for a preset amount of time t
21、o actually getsome work done.有了这个软件我们可以让电脑 在预设的一段时间内断开网络连接 这样你就有时间搞定其它事03:50And I think most of us will agree,well thats something wellintended and also has good consequences.我想大多数人都会认同 这个东西的意图是好的 结果也不错03:58In the words of Michel Foucault,It is a technology of theself.用米歇尔福柯的话说“这是满足自我的一种科技”04:03It i
22、s a technology that empowers the individual to determineits own life course,to shape itself.这样的一种技术手段能赋予个人 决定自己生活方式的权力 塑造自己的权力04:07But the problem is,as Foucault points out,that everytechnology of the self has a technology of domination as itsflip side.但是问题是 福柯也指出了 每一种满足自我的方法都会有一个对立的控制手段相伴04:14As yo
23、u see in todays modern liberal democracies,thesociety,the state,not only allows us to determine our self,toshape our self,it also demands it of us.正如大家所见,如今的现代自由民主国家中04:22It demands that we optimize ourselves,that we controlourselves,that we self-manage continuously because thatsthe only way in whic
24、h such a liberal society works.它要求我们完善自我 要求我们控制自我 要求我们时刻管理自我 因为只有这样 一个自由的社会才能运作04:34shut off:切断;关掉 connectivity:n.数连通性 preset:vt.事先调整;事先装置/n.预调装置/adj.预先装置的;预先调整的consequences:n.后果,结果;影响(consequence的复数)empowers:授权/使能够(empower的第三人称单数)domination:n.控制;支配 flip side:另一方面;唱片的反面;相对立的人 democracies:民主 optimize
25、:vt.使最优化,使完善/vi.优化;持乐观态度 continuously:adv.连续不断地These technologies want us to stay in the game that societyhas devised for us.这些方法想要把我们限定在 社会早已为我们设定好了的规则之中04:45They want us to fit in even better.他们希望我们能更好的融入04:52They want us to optimize ourselves to fit in.他们希望我们完善自我以融入这个社会04:54Now I dont say that is
26、 necessarily a bad thing.04:57I just think that this example points us to a generalrealization,and that is no matter what technology or designyou look at,even something we consider as well intended我只是想到这样的一个例子 能让我们有一个大体的认识 不管你所看到的是怎样的一种科技或者设计 就算是那些我们认为有良好意图的和良好结果的 就像是斯图兹曼的“自由者”软件 都已经内涵you look at,ev
27、en something we consider as well intendedand as good in its effects-like Stutzmans Freedom-comes with certain values embedded in it.的 就像是斯图兹曼的“自由者”软件 都已经内涵了既定的价值观05:01And we can question these values.然而我们能够质疑这样价值观05:19We can question:Is it a good thing that all of us continuouslyself-optimize oursel
28、ves to fit better into that society?我们能够提出疑问:为了能更好的 融入社会而不断自我完善05:20Or to give you another example,what about a piece ofpersuasive technology that convinces Muslim women towear their headscarves?或者给你们说说另外一个例子 是什么样的引导方法 让穆斯林女子一直裹着头巾？05:28Is that a good or a bad technology in its intentions or in itse
29、ffects?就这个方法的意图和影响来看 是好还是坏了？05:35devised:v.设计(devise的过去式和过去分词);计划;发明 embedded:adj.嵌入式的;植入的;内含的/v.嵌入(embed的过去式和过去分词形式)persuasive:adj.有说服力的;劝诱的,劝说的 convinces:vt.说服;使确信,使信服Well that basically depends on the kind of values that youbring to bear to make these kinds of judgments.答案基本上是取决于 你所持何种价值观 来进行判断05
30、:40So thats a third question:What values do you use to judge?所以,第三个问题是就是:你所用来进行判断的价值观是什么？05:46And speaking of values,Ive noticed that in the discussionabout moral persuasion online,and when Im talking withpeople,more often than not there is a weird bias.说到价值观 我注意到,在网上关于道德引导的讨论中 我在和人们交流的时候 谈话中多半会有一种奇
31、怪的偏见05:50www.XiYuS锡育软件And that bias is that were asking,is this or that stillethical?那种偏见就是我们在问到的 这个或那个“依旧”符合伦理吗？05:59Is it still permissible?这是不是“依旧”被允许的？06:06Were asking things like,Is this Oxfam donation form-where the regular monthly donation is the preset default andpeople,maybe without intendi
32、ng it,are that wayencouraged or nudged我们会问 乐施会的捐助形式是 每月的捐款数是之前就定好的 人们可能没打算捐 但是被这种形式鼓励或者驱使着06:08into giving a regular donation instead of a one-timedonation-is that still permissible?定期捐款,而不是一次性捐款06:19Is it still ethical?06:23bring to:使恢复知觉;停船 judgments:判断 more often than not:通常;多半 ethical:adj.伦理的；道德
33、的；凭处方出售的/n.处方药 intending:adj.未来的;预计中的/v.打算(intend的ing形式)nudged:n.推动;用肘轻推;没完没了抱怨的人/vt.推进;用肘轻推;向不停地唠叨/vi.轻推;推进;唠叨 one-time:adj.以前的;古时的/adv.一度(等于onetime);从前Were fishing at the low end.我们这是在下游钓鱼06:25But in fact,that question Is it still ethical?但事实上,那个问题06:26is just one way of looking at ethics.只是审视伦理的其
34、中一种方式06:29Because if you look at the beginning of ethics in Westernculture,you see a very different idea of what ethics also couldbe.因为,当你看到伦理的开端 你会发现伦理还会有 一种非常不同的理念06:31For Aristotle,ethics was not about the question,is that stillgood,or is it bad?对亚里士多德来说,伦理不是关于 这是好的吗,或者这是坏的吗的提问06:40Ethics was abo
35、ut the question of how to live life well.伦理是关于如何好好生活的疑问06:47And he put that in the word arete,而他用一个词将之总结,“arete”06:50which we,from the Latin,translate as virtue.06:52But really it means excellence.06:55It means living up to your own full potential as a humanbeing.它的意思是不辜负自己做为一个人的 全部潜力06:57And that i
36、s an idea that,I think,that Paul Richard Buchanannicely put in a recent essay where he said,Products are vividarguments about how we should live our lives.他说:“商品是我们应该怎样过生活的 生动的论述。“07:03Our designs are not ethical or unethical in that theyre usingethical or unethical means of persuading us.商品的设计是没有的或
37、不道德的,不管它们使用的是道德的或不道德的手段来说服我们07:12ethics:n.伦理学;伦理观;道德标准 at the beginning of:在的开始 Aristotle:n.亚里士多德 excellence:n.优秀;美德;长处 unethical:adj.不道德的;缺乏职业道德的 persuading:v.劝说(persuade的ing形式)They have a moral component just in the kind of vision andthe aspiration of the good life that they present to us.但是它们确实有道
38、义上的成分 其表现在所呈现给我们的对美好生活的 想象和渴望07:20And if you look into the designed environment around uswith that kind of lens,asking,What is the vision of the goodlife that our products,our design,present to us?,then youoften get the shivers,because of how little we expect of eachother,of how little we actually s
39、eem to expect of our life andwhat the good life looks like.如果以这种观点,你仔细观察周围 那些设定好的环境 是对美好生活怎样的一种想象？”你可能会浑身一襟 因为我们对彼此的期待是如此得少 因为我们似乎对我们的生活 和美好生活的样子的期待是如此得少07:28So thats the fourth question Id like to leave you with:Whatvision of the good life do your designs convey?所以,第四个问题就是:你所设计的的商品,传达的是美好生活的 怎样的一种想
40、象呢？07:49And speaking of design,you notice that I already broadenedthe discussion.说到设计 你注意到我已经扩大了这个讨论07:58Because its not just persuasive technology that were talkingabout here,its any piece of design that we put out here inthe world.因为这不仅仅是有引导性的技术的讨论 这是关于我们在这个世界上应用的任何一种设计方法的讨论08:02I dont know whethe
41、r you know the great communicationresearcher Paul Watzlawick who,back in the 60s,made theargument we cannot not communicate.我不清楚各位知不知道 伟大的交流研究者保罗瓦兹拉威克 他在上世纪60年代发表了 我们无法不进行交流的论述08:11aspiration:n.渴望;抱负;送气;吸气;吸引术 shivers:n.寒颤;碎片(shiver的复数)/v.颤抖(shiver的第三人称单数);打碎 convey:vt.传达;运输;让与 broadened:v.拓展,扩大(bro
42、aden的过去分词)put out:熄灭;伸出;出版;使不方便,打扰Even if we choose to be silent,we chose to be silent.Werecommunicating something by choosing to be silent.即使我们选择了保持沉默 我们选择了保持沉默。我们通过选择沉默来进行某种交流08:18And in the same way that we cannot not communicate,wecannot not persuade.就像我们无法不进行交流一样 我们无法不进行引导08:25Whatever we do or
43、 refrain from doing,whatever we put outthere as a piece of design into the world has a persuasivecomponent.不管我们做什么或者制止做什么 不管我们在这个世界上应用了 怎样的设计方法 都有引导的成分08:29It tries to affect people.它试图影响人们08:37It puts a certain vision of the good life out there in front of us.它给美好生活下好定义 将之摆在我们面前08:40Which is what P
44、eter-Paul Verbeek,the Dutch philosopher oftechnology,says.也就如彼得-保罗维比克 这位荷兰的技术哲学家所说的08:43No matter whether we as designers intend it or not,wematerialize morality.我们都把道德具象化了08:47We make certain things harder and easier to do.我们让一些事情做起来更困难或者更容易了08:54We organize the existence of people.08:57We put a ce
45、rtain vision of what good or bad or normal orusual is in front of people by everything we put out there inthe world.我们通过在世界中的各种应用 把孰好孰坏,把什么是道德的还是司空见惯的 某种想象摆在人们面前08:59Even something as innocuous as a set of school chairs is apersuasive technology.即使是像课桌椅这种无伤大雅的东西 也是一种引导技术09:07refrain from:克制;抑制;忍住 ma
46、terialize:vt.使具体化,使有形;使突然出现;使重物质而轻精神/vi.实现,成形;突然出现 makecertain:弄清楚;弄确实 innocuous:adj.无害的;无伤大雅的Because it presents and materializes a certain vision of thegood life-the good life in which teaching and learning andlistening is about one person teaching,the others listening,因为这也呈现并物质化了 某种美好生活的想象 在这种教学和
47、聆听的美好生活中 是一个一教课,其他人听课09:12in which it is about,learning is done while sitting,in whichyou learn for yourself,in which youre not supposed tochange these rules because the chairs are fixed to theground.听课是要坐着听的 听课是为了自己 你不应该去改变这种规则 因为椅子是固定在地上的09:23And even something as innocuous as a single design chai
48、r-like this one by Arne Jacobsen-is a persuasive technology.甚至一只无伤大雅的时尚坐椅 像这只阿纳雅各布森设计的坐椅 也是一种引导技术09:35Because,again,it communicates an idea of the good life.因为,再一次的,这与美好生活的理念相联系09:41A good life-a life that you say you as a designer consent toby saying,In the good life,goods are produced assustainabl
49、y or unsustainably as this chair.美好生活 一种你作为设计者所赞成的生活 你说:“在美好生活中,09:45Workers are treated as well or as badly as the workers weretreated who built that chair.这些工人与那些打造椅子的工人的待遇 同样好,或者同样糟糕09:54The good life is a life where design is important becausesomebody obviously took the time and spent the money
50、forthat kind of well-designed chair,where tradition is importantbecause this is a traditional classic and someone cared aboutthis,美好生活中设计十分重要 因为为了那种精心设计的椅子 显然有人花了时间又花了金钱来买 这其中传统也同样重要 因为这是件传统的经典 而且有人对这很在意10:00materializes:vt.使具体化,使有形;使突然出现;使重物质而轻精神/vi.实现,成形;突然出现 consent to:同意;答应;赞成 well-designed:adj.