探求自我的世纪（2002）

and move yourself to accommodate them.
并让自己去适应他们
To get inside the minds of the swing voters,
为了了解墙头草选民的想法
Morris brought lifestyle marketing into politics for the first time.
莫里斯首次将生活方式营销引入政♥治♥
He went to one of America's most prominent market research firms called Penn and Schoen
他前往美国最著名的市场调查公♥司♥之一，佩恩&舒恩
and commissioned what they called a neuro-personality poll.
委托他们进行了一项所谓的“神经性格”调查
It was a massive survey of hundreds of thousands of voters
这是一项对数十万选民进行的大规模调查
but the only political questions it asked were to find out if someone was a swing voter or not.
它提出的唯一政♥治♥问题是查明
All the other questions were intimate psychological ones
其他所有的问题都是亲密的心理问题
designed to see whether swing voters fell into identifiable psychological types.
旨在观察摇摆不定的选民是否属于可识别的心理类型
Well we were asking people questions like
我们问人们的问题像是
Mark Penn（1995 - 2000）
马克·佩恩 克♥林♥顿♥总统市场专员
do you think you're the life of the party?
你认为你是派对的主角吗？
Do you think when you see things you like to have a list and organize them?
你认为当你看到你喜欢的东西时
Do you typically, like to plan things ahead or be more spontaneous?
你通常是喜欢提前计划，还是顺其自然？
Where do you like to go? What sports do you like to play?
你喜欢去哪里，喜欢什么运动？
What would you do with your spouse on a romantic weekend?
在一个浪漫的周末，你会和你的爱人做什么？
So we were asking people some very personal questions about their own lives
所以我们问了人们一些，关于他们生活的非常私人的问题
to see were the kinds of people that were likely to change their vote
看看哪些人可能会改变投票
also possessing a certain kind of personality traits
也拥有某种人格特质
and in fact they were.
事实上他们也确实有
The neuro-personality poll allowed the Clinton team
这项关于神经人格的调查让克♥林♥顿♥团队能够
to segment swing voters into different lifestyle types.
将摇摆不定的选民划分为不同的生活方式类型
They were given names like Pools and Patios, or Caps and Gowns
他们被命名为泳池和露台，或者帽子和长袍
who were urban intellectuals living in university towns.
他们是生活在大学城的城市知识分子
From this, the team could identify ways in which they could make individuals
由此，研究小组可以找到一些方法
feel more secure in their chosen lifestyles.
让人们对自己选择的生活方式感到更有安全感
Just as business had learned to do with products.
就像企业学会了如何处理产品一样
Dick Morris called it small-bore politics.
迪克•莫里斯称之为无趣的政♥治♥
Tiny details of peoples personal lives and personal anxieties
政♥治♥从来没有考虑或注意到的
which politics never even thought about or noticed
人们个人生活和个人焦虑的微小细节
but which now had become the key to winning power.
现在却成为赢得权力的关键
It was an America that focused on day to day practical concerns
这是一个关注日常实际问题的美国
Doug Schoen（1995-2000）
道格·舒恩 克♥林♥顿♥总统市场调查专员
should I wear seatbelts, should I stop smoking, should I wear a school uniform,
我是否应该系安全带，是否应该戒烟，是否应该穿校服
is my neighborhood being protected...
我的社区是否受到保护…
It was not so much a new individualism
与其说这是一种新的个人主义
as the social order as we had known it had broken down
不如说我们所知的社会秩序已经崩溃了
so we got into people's heads,
所以我们深入人们的头脑
understood their psychology about lifestyle, about values,
了解他们对生活方式、价值观的心理
what they thought was important, what issues they wanted politicians and the president to address.
他们认为什么是重要的，希望政客和总统解决什么大事
And these issues proved to be very very different from what the conventional wisdom had suggested.
事实证明，这些问题与传统智慧提出的观点大相径庭
As the election campaign began, Clinton revealed Morris's new approach to a shocked White House.
随着竞选活动的开始，克♥林♥顿♥向震惊的
All traditional policies were to be dropped.
所有的传统政策都将被废除
Instead he would concentrate exclusively on policies that targeted the worries of swing voters.
相反，他将专注于针对选民所担忧的政策
V-Chips would be fitted into televisions to prevent children from watching pornography
V型芯片将被安装在电视上，以防止孩子们看色情片
and mobile phones would be fitted into school buses to make parents feel more secure.
校车上将安装移♥动♥电♥话♥，让家长们感到更安全
Dick Morris also persuaded the president to spend his leisure time
迪克•莫里斯还说服总统
in the same way as particular swing voters.
像那些墙头草选民一样利用业余时间
He sent Clinton on a hunting holiday, dressed in exactly the Gortex outfits
他让克♥林♥顿♥去狩猎度假，穿着一套Gortex牌的服装
the group called Big Sky Families liked.
正是“Big Sky Families”群体喜欢的那种
The aim was to reflect swing voters lifestyles back to them.
其目的是反映出那些选民的生活方式
The liberals in Clinton's cabinet hated this approach.
克♥林♥顿♥内阁中的自♥由♥派痛恨这种做法
I would say Dick why have a campaign,if all the president is going to do
我会说，迪克，那我们还搞啥竞选
is offer up all these little bite-sized miniature initiatives
如果总统要做的就是，提供这些微不足道的小倡议
that appealed to people desires like consumers buying soap.
唤起人们的欲望，就像消费者购买♥♥肥皂那样
V-Chips that you could put in your televisions
你可以放在电视机里的V型芯片
so you'd make sure that your children could not have pornography and ... school uniforms.
这样就能确保你的孩子不会看色情片…穿校服
Why talk about them, they're so mundane and they're so tiny,
为什么要谈论这些，它们是如此平凡，如此渺小
and he would say if we don't do this we may not get re-elected.
而他会说，如果不这样做，我们可能不会连任
And I would say what's the point of getting re-elected
我想说的是，如果你再次当选却没有授权做任何事
if you have no mandate to do anything when you're re-elected
那么连任又有什么意义？
and he'd say what's the point of having a mandate if you can't get re-elected?
他会说，如果你不能连任，有授权又有什么意义？
Isn't the ultimate goal getting re-elected?
最终的目标难道不是连任吗？
But Morris's new politics were an extraordinary success.
但莫里斯的新政策取得了非凡的成功
Clinton's ratings among the swing voters began to soar
克♥林♥顿♥在选民中的支持率开始飙升
and Dick Morris along with the marketeer Mark Penn,
迪克•莫里斯和营销人员马克•佩恩
took effective charge of making White House policy.
负责的白宫政策十分有效果
Mark Penn set up a huge call center in an office block in Denver
马克•佩恩在丹佛的一个办公大楼里设立了巨大的呼叫中心
and every night, hundreds of telephone operators called swing voters in suburbs across the country,
每天晚上，数百名电♥话♥接线员都会给
to check with them every detail of policies Clinton was proposing.
核实他们对于克♥林♥顿♥政策每一个细节的反应
The policy was made by a group of people
这项政策是由科罗拉多州丹佛市的一群人制定的
James Bennet
詹姆斯·贝内特 《纽♥约♥时♥报♥》驻华盛顿记者
manning telephones in Denver Colorado placing calls to voters in places like Westchester and Pasadena
他们给韦斯特切斯特和帕萨迪纳等地的选民打电♥话♥
and asking them what they wanted from their government,
询问他们想从政♥府♥那里得到什么
and asking them very specifically about specific policies that Bill Clinton was considering.
明确地问他们关于比尔•克♥林♥顿♥正在考虑的具体政策
Would you be more likely to support him if he offered this
如果他提供这种特殊的政♥府♥服务
particular government service or if he offered that one.
或者如果他像那样去做，你有可能更支持他吗？
Those people told them what they thought, Mark Penn transmitted that to Bill Clinton
那些人把想法告诉他们，马克•佩恩再转告给比尔•克♥林♥顿♥
and it came out of his mouth.
这个想法就从他嘴里说了出来
So essentially it was suburbanite voters, suburban voters in the 90s
所以基本上就是郊区选民，90年代的郊区选民
were creating American domestic policy and some of it's foreign policy as well.
制定了美国的国内政策和一些外交政策
Yeah, Mark Penn was polling on questions like
是的，马克•佩恩就我们是否应该轰炸
whether we should bomb in Bosnia, things like that.
波斯尼亚之类的问题进行了民♥意♥调查
Morris also insisted that Clinton make a symbolic sacrifice of the old politics
莫里斯还坚持要求克♥林♥顿♥象征性地牺牲旧政♥治♥
to convince the swing voters to trust him.
以说服摇摆不定的选民相信他
In August 1996, Clinton signed a bill
1996年8月，克♥林♥顿♥签署了一项法案
which ended the system of guaranteed help to poor and unemployed.
结束了向穷♥人♥和失业者提供保障的制度
Welfare would be cut back after two years in order to force people into work.
两年后福利将被削减，以迫使人们就业
The new system was called "Welfare to Work"
新制度被称为“救济 - 就业”
and would he said be a hand up not a hand out.
即他所说的，援助而非施舍
It was the effective end of the guaranteed welfare system
这是60年前罗斯福总统建立的
created by President Roosevelt 60 years before.
保障福利制度的有效终结
For many in Clinton's cabinet it was also the end
对于克♥林♥顿♥内阁中的许多人来说
of the progressive political ideal that Roosevelt had represented.
这也是罗斯福所代表的进步主义政♥治♥理想的终结
The belief that one used a position of leadership to persuade the voters
那种，利用领导地位说服选民
to think and behave as social beings,not as self-interested individuals.
而非做自私自利个体的理念，不再了
Dick Morris and the pollsters had won.
迪克•莫里斯和民调专家赢了
And by that I mean the people who ultimately got to the president
我的意思是，最终接近总统的人
shaped the president's mind, were those who
塑造了总统的思想，他们视选民为
viewed the voters as just a collection of individual desires that had to be catered to and pandered to.
个体欲望的集♥合♥，必须得迎合并满足他们
It suggests that democracy is nothing more and should be nothing more
它表明民♥主♥不过是，也只不过是
than pandering to these un-thought about very primitive desires.
迎合这些未经思考的原始欲望而已
Primitive in the sense that they are not even necessarily conscious,
“原始”的意思是，他们甚至没有特定的意识
just what people want in terms of satisfying themselves.
人们想要的只是满足自己
And the same triumph of the politics of the self was about to happen in Britain too.
自我型政♥治♥的胜利，同样即将在英国发生
In 1994 Tony Blair had become the leader of the labour party
1994年，托尼•布莱尔成为工党领袖
and the reforming group centered around Peter Mandelson became all powerful.
以彼得•曼德尔森为中心的改革集团变得无所不能
Almost every night Philip Gould ran focus groups with swing voters in the suburbs,
几乎每天晚上，菲利普•古尔德都会
but this time he was listened to.
这次，他的意见得到了倾听
The desires and fears of the new aspirational classes became the force shaping labour party policies.
新兴阶层的欲望和恐惧，成了塑造工党政策的力量
In that period I was talking to people who used to vote conservative
在那段时间里，我与那些曾经投票给保守党
and were considering voting labour and they want it understood
但也考虑投票给工党的人交谈，他们希望人们明白
that they are financially pressed and there are limits to the extent to which taxation can be improved,
他们的财政状况很紧张，而税收的改善程度是很有限的
and they think crime is an issue that matters to them,and should be respected,
他们认为犯罪问题对他们来说很重要，应该受到重视
they want welfare to go to people who deserve welfare not to people who do not.
而且福利属于那些应当享受福利的人，而不是那些不该得的
This was seen by many in the labour party as selfish.
许多工党成员认为这是自私的行为
I never saw that it was selfish, I believed
我从不认为这是自私，我相信
that Dad or Mom doing the best for their families was not selfish they're just doing the best for their families,that's what people do.
父母为自己的家庭尽力做到最好并非自私，这是人之常情
I crack down on those who make life hell
我要打击那些用噪音或骚乱
in their local neighborhood through noise or disturbance
让街坊邻里活在地狱的人
War and order is an labour issue today!
暴♥乱♥和秩序如今是工党的大事！
Derek Draper（1992 - 1995）
德里克·德雷珀 彼得·曼德尔森的助手
The philosophy of the campaign is let's concentrate on swing voters
竞选的理念是让我们集中精力在摇摆不定的选民身上
let's focus group them to find out what they want and what will appeal to them
对他们进行焦点小组，找出他们
and let's just relentlessly push those things in the election.
然后在选举中坚持不懈地推动这些事情
Something is happening to you!...
你身上发生了一些事…
After promising to put money in your pocket,
承诺把钱放进你的口袋之后
the conservatives are quietly taking it away...
保守派正悄悄地把钱拿走…
Philip Gould was crucial, because he gave the 'raw material' if you like
菲利普•古尔德是至关重要的，因为如果你愿意
for these politicians to do this kind of politics,
他能为这些政客提供从事这种政♥治♥活动的“原材料”