探求自我的世纪（2002）

that seemed to agree with us that the self was infinite,
似乎与我们观念一致，认为自我是无限的
that you could be anything that you wanted to be.
你可以成为任何你想要的样子
That took our philosophy and agreed with it.
顺应了我们的哲学，并达成共识
And than created products that supposedly helped you, aids,
除了创造出可以对你有用的产品，援助
they helped you be this limitless self.
他们还帮你成就这个无限的自我
The product sells you a way of life, a way of being.
产品向你推销一种生活方式，一种存在方式
The products sells you values.
它们向你售卖♥♥的是价值观
You dress this way, you live in a house like this,
你这样穿着，住在这样的房♥子里
you have furniture like this, you use this computer,
有这样的家具，你使用这台电脑
you eat in these restaurants, there are values there.
在这些餐馆吃饭，这其中含有价值观
Hipness, coolness,
时髦，酷…
so the notion that you could buy an identity
所以你可以买♥♥到一个身份概念
would place the original movement notion
来取代原先运动的主旨
that you were perfectly free to create an identity.
你完全可以自♥由♥创造一个身份
And you were perfectly free to change the world and make the world anything that you wanted it to be.
你完全可以自♥由♥地改变世界
Well, what I wear is ..a statement..
我所穿着的是…一份声明
And this vast range of new desires fitted perfectly with changes in industrial production.
这种庞大的新欲望与工业生产的变化完美契合
Computers now allowed manufacturers to economically produce short runs of consumer goods.
现在，电脑使制♥造♥商能够以经济的方式生产短期消费品
The old restrictions of mass production disappeared,
以前对大规模生产的限制消失了
as did the worry that bedeviled corporate America
自从大规模生产被发明以来
ever since mass production had been invented.
困扰美国企业的担忧也消失了
That they would produce too many goods.
它们会产生太多的商品
With the new self consumer desire seemed to have no limit.
随着新生的自我，消费欲望似乎没有了限制
In the United States the concern of companies was always that supply would outstrip demand.
在美国，企业总是担心供过于求
That we were producing too much and that there was not a market for it.
我们生产的太多了，而且没有市场
You don't hear that kind of talk anymore
你再也听不到这种说法了
because you've gone from a conception of a market of limited needs,
因为你已经从一个有限需求的市场概念
and if you've filled them thei're filled,
——如果你已填满了这些需求的话
to a market of unlimited ever changing needs dominated by self-expressiveness,
变成了，因自我表达的愿望
that products and services can satisfy
产品和服务可以通过
in an endless variety of ways and ways that change all the time.
无穷的方式来满足需求，并且一直演化
And consequently economies have unlimited horizons.
因此，经济有着无限的视野
Out of this explosion of desire came what seemed a never ending consumer boom
欲望的爆发带来了似乎永无止境的消费热潮
that regenerated the American economy.
使美国经济得以复苏
The original idea had been that the liberation of the self
最初的想法是，自我的解放
would create news kinds of people free of social constraint.
将创造免于社会约束的新人类群体
That radical change had happened.
这种彻底的改变已经发生了
But while the new beings felt liberated,
但当这些新个体感到被解放的时候
they had become increasingly dependent for their identity on business.
他们已经变得越发依赖于他们的商业身份
The corporations had realized
这些公♥司♥已经意识到
that it was in their interest to encourage people to feel that they were unique individuals
鼓励人们认为自己是独一无二的个体
and then offer them ways to express that individuality.
并供给他们表达个性的方式，是符合自己利益的
The world in which people felt they were rebelling against conformity
在这个世界里，人们反抗一致性的所为
was not a threat to business but it's greatest opportunity.
不是对商业的威胁，而是最大的机遇
It was in a sense the triumph of the self,
某种意义上说，这是自我的胜利
it was the triumph of a certain self indulgence,
是某种自我放纵的胜利
Robert·Reich（1993 - 1997）
罗伯特·莱克 经济学家、克♥林♥顿♥内阁成员
a view that everything in the world and all moral judgment
这种观点认为世上所有的道德判断
was appropriately viewed through the lens of personal satisfaction.
都通过个人满足的视角而定
Indeed, the ultimate ending point of that logic is that there is no society,
事实上，这种逻辑的最终结论是没有社会
there is only a bunch of individual people making individual choices
只有一群个体做出个人选择
to promote their own individual well being.
以促进他们自己的个人幸福
Next week's episode tells the story of how politicians on the left in both Britain and America,
下期节目将讲述英国和美国的左翼政客
turned to the techniques developed by business in order to regain power.
如何利用商业手段来重获权力
But what they didn't realize, was what had worked for business
但他们没意识到的是，对商业有用的东西
would undermine the very basis of their political beliefs.
会破坏他们政♥治♥信仰的基础
They would find themselves trapped by the greedy desires of the new self.
他们会发现，自己将受困于新自我贪婪的欲望