探求自我的世纪（2002）

in that when he came up with stuff they'd follow it, pretty much without exception.
当他提出一些东西时，他们几乎毫无例外地会跟进
Blair himself would pour over these sort of twelve page memos
布莱尔自己会把这12页的备忘录倒出来
and say well this is what we must do.
然后说这就是我们必须做的
We want people to earn more, to consume the good things of life,
我们希望人们赚得更多，消费生活中的好东西
we want people to pay lower taxes...
我们希望人们更少缴税…
Gordon Brown says a labour government would hold the main tax-rates unchanged...
戈登•布朗表示，工党政♥府♥将保持主要税率不变
The labour government will not increase the tax..
工党政♥府♥不会增加税收
I want to make it clear that I will not increase the basic rate of tax..
我想明确表示，我不会提高基本税率
In fact, the labour party does stand for Middle England...
事实上，工党确实代表英格兰中部
Those who'd aspire to do better, to get on in life
那些渴望努力，生活更好
and be ambitious for themselves and their families, will do better with labour...
对自己和家庭更有抱负的人，在工党治下将会做的更好
Groups of eight people you know drinking wine and eating Cheerios,
你认识的八个人成了一组，喝着葡萄酒，吃着麦片
and what they…thought, determined effectively everything that the labour party did.
他们的想法决定了工党所做的一切
And although those running the campaign would like to portray the new approach as their invention
尽管竞选团队希望将这种新方法描述为他们的发明
it was in fact copied from the Americans
但事实上它是从美国人那里抄袭来的
even down to the phrases that the American marketeers had tested on their swing voters.
甚至美国市场营销人员在他们的
Peter Mandelson and their team were in the United States watching what we did
彼得•曼德尔森和他的团队在美国观察我们的所作所为
and copied almost verbatim our approach in their 1997 campaign.
他们在1997年的竞选中几乎一字不差地照搬了我们的做法
The benefit system should be about giving people a hand up, not just a hand out..
福利制度应该是向人们伸出援助之手，而不仅仅是施舍
Mandelson is not a fool and if he's anything...
曼德尔森不是傻子，如果他有什么的话.…
he saw something that worked and said why not do it.
他看到了有用的东西，然后说为什么不这么做
And I can remember reading their manifesto and say to myself:
我还记得读过他们的宣言后，对自己说：
they just took it lock stock and barrel.
他们就这样一股脑地接受了…
You know on the one hand you're proud and on the other hand you're saying:
你知道一方面你很自豪，另一方面你会说：
son of a bitch!
狗♥娘♥养♥的！
And as in America, labour was forced to drop policies
和美国一样，工党被迫放弃那些
that would not directly benefit the swing voters,
不会直接惠及选民的政策
even if it meant sacrificing it's fundamental principles.
即使这意味着牺牲其基本原则
The commitment to public control of industry
作为党♥章♥第四条庄严载入的
which was enshrined as Clause Four of the party constitution was dropped.
对工业实行公共管制的承诺被取消
The aim of Clause Four had been to use the collective power of the people
第四条的目的是利用人♥民♥的集体力量
to challenge the unfettered greed of business.
挑战商业不受约束的贪婪
But now, Tony Blair was faced with crucial voters
但现在，托尼•布莱尔面对的主要选民
who no longer saw themselves as exploited by the free market.
已经不再认为自己受到自♥由♥市场的剥削
They saw themselves as individual consumers
他们把自己看作是个体消费者
who were fulfilled and given identity by what business delivered them.
通过企业提供给他们的产品而得到了满足和认同
The new Clause Four, promised not to control the free market but to let it flourish.
新版第四条承诺不会控制自♥由♥市场，而是让它蓬勃发展
Business is more powerful than government, it is quicker, it is more creative..
商业比政♥府♥更强大，更快捷，更有创造力
Business is the lifeblood of the country..
商业是国家的命脉…
From this, come all the benefits that society needs...employment, investment...
由此带来了社会需要的所有好处，就业、投资…
I think frankly there's only one party: getting bussines right
坦率地说，我认为只有一个政党：把生意做好
and that's new labour
那就是新工党
What new labour did was suit people who exert power in society
新工党所做的是，适应那些不是通过
not through the political system or not through the democratic political system,
政♥治♥或民♥主♥体系而在社会上行使权力的人
so it's big business, and it suits interest, interest suits in the status quo
所以它是一笔大生意，符合利益，利益符合现状
those three things are what the labour party is supposed to be a counter-force to.
这三点正是工党作为反对派的动力
What that means is big business get to carry on exerting their power
这意味着，大企业可以继续在幕后
behind the scenes getting their way
运用他们的力量来达到目的
because their no count of adding pressure,counting pressure will come from you know,
因为他们无需多加压榨，因为控制压榨的人
eight people sipping wine in Kettering.
是在凯特林喝酒的8个人
But those who masterminded labour's victory in 1997
但那些策划了1997年工党胜利的人
saw it as a triumphant vindication of a new form of democracy.
视其为新型民♥主♥制度胜利的证明
By understanding and fulfilling people's inner desires through the focus group
通过焦点小组来理解和满足人们的内心愿望
they were giving power to individuals, not treating them as faceless groups
他们把权力交给个人，而不是把他们当作不露面的群体
who were told by politicians what was good for them.
只能被动接受政客告诉他们什么有好处
I don't see the focus group as some marketing tool
我没觉得焦点小组是一种营销工具
I see the focus group as a way of hearing what the people have to say.
我认为它是听取人们意见的一种方式
And I see the focus group as a way to a new form of politics.
而且还是一种新的政♥治♥形式
What the people give, the people can take away..
人们给予了什么，人们能拿走什么
We are the servants, they are the masters now
我们是仆人，他们才是主人
1997 was I think fundamentally important in that I think it is the end
1997年在我看来是十分重要的，因为这是精英政♥治♥的终结
of elitist politics that has dominated Britain for so much of the last hundred years.
在过去的一百年里，精英政♥治♥主宰了英国
In 1939 Edward Bernays, Sigmund Freud's nephew
1939年，西格蒙德•弗洛伊德的侄子爱德华•伯奈斯
created a vision of a future world in which the consumer was king.
创造了一个消费者至上的未来世界愿景
It was at the World's Fair in New York, and Bernays called it Democracity.
那是在纽约世界博览会上，伯奈斯所称的民♥主♥市
It was one of the earliest and most dramatic portrayals of a consumerist democracy.
这是对消费主义民♥主♥最早、也是最具戏剧性的描绘之一
A society in which the needs and desires of individuals
在这个社会中，个人的需要和愿望
were read and fulfilled by business in the free market.
由自♥由♥市场的企业来解读和满足
The World's Fair created a spectacle
世界博览会创造了一个奇观
Stewart Ewen
斯图尔特·伊万 公共关系史学家
in which all of these concerns were met and
所有的切实问题都得到了实现
they met by Westinghouse and General Motors and the American Cash Register Company
它们被西屋电气公♥司♥、通用汽车公♥司♥、美国收银机公♥司♥
and company after company presented itself as the sort of centerpiece
和一家又一家的公♥司♥当作中心要件一一实现
of a society in which human desire and human want and human anxiety would all be responded to
人类欲望、需求和焦虑都会得到回应
and it would all be met purely through the free enterprise system.
并且都会通过自♥由♥企业制度得到满足
There was this sort of notion that the free market was something
一种观念认为，自♥由♥市场是
not guided by ideologies or by political power,
不受意识形态或政♥治♥权力的支配
it was something that was simply guided by the people's will.
而是受人♥民♥意愿的指导
This was the model of democracy that both new labour and the American democrats had bought into in order to regain power.
这是新工党和美国民♥主♥党为了重新掌权而采用的民♥主♥模式
They had used techniques developed by business to read the desires of consumers
他们利用商业开♥发♥的技术来解读消费者的欲望
and they had accepted Bernays' claim that this was a better form of democracy.
并且接受了伯奈斯的主张，认为这是更好的民♥主♥形式
But in reality the World's Fair had been an elabourate piece of propaganda
但实际上，世界博览会只是伯奈斯
designed by Bernays for his clients, the giant American corporations.
精心设计的一场宣传活动
Privately, Bernays did not believe that true democracy could ever work.
私下里，伯奈斯并不相信真正的民♥主♥能够奏效
He had been profoundly influenced in this by his uncle's theories of human nature.
这方面他深受他舅舅人性论的影响
Freud believed that individuals were not driven by rational thought
弗洛伊德认为个体不是由理性思维驱动
but by primitive unconscious desires and feelings.
而是由原始且无意识的欲望和感觉所驱动的
And Bernays believed that this meant it was too dangerous
伯奈斯认为，这意味着
to let the masses ever have control over their own lives
让大众支配自己的生活是非常危险的
and consumerism was a way of giving people the illusion of control
而消费主义是一种赋予人们支配权错觉的方式
while allowing a responsible elite to continue managing society.
同时允许负责任的精英继续管理社会
It's not that the people are in charge but that the people's desires are in charge.
并不是人♥民♥说了算，而是人♥民♥的欲望
The people are not in charge the people exercise no decision-making power within this environment.
人♥民♥并没有作主，这种环境下人♥民♥没有决策权
So democracy is reduced from something which assumes an active citizenry
所以，民♥主♥从一种假设公民是积极的观念
to something which now increasingly is predicated on the idea of the public as passive consumers,
退化为，越发基于“公民是被动的消费者
the public as people who essentially what you are delivering them is doggy treats.
基本上是被投喂狗粮的人”的观念
The problem for new labour was that it believed the propaganda.
新工党的问题在于，他们相信这些宣传
They took at face value the idea promoted by business
他们表面上接受了企业倡导的观点
that the systems used to read the consumers mind could form the basis for a new type of democracy.
即用来读懂消费者心理的系统，可以是构成新型民♥主♥的基础
Once in power new labour tried to govern through a system
新工党一旦掌权，就试图通过菲利普•古尔德称之为
that Philip Gould called 'continuous democracy'.
“持续民♥主♥”的体制来治理国家
But what worked for business in designing products
但是，在产品设计方面对企业起作用的东西
led the labour government into a bewildering maze of contradictory whims and desires.
让工党政♥府♥陷入了一个充满矛盾奇想
For much of labour's first term the focus groups said
在工党第一个任期的大部分时间里，焦点小组表示
the railways were not a high priority
铁路不是优先考虑的项目
and labour's policies faithfully reflected this.
于是工党的政策也忠实地反馈了这点
But now those same groups are now blaming the government
但现在，这些团体又开始指责政♥府♥
for not having invested more money sooner in the railways.
没有提早在铁路上投入更多的资金
The point about focus group politics is that there isn't one
焦点小组政♥治♥的特点是没有一致性
because people are contradictory and irrational
因为人们是矛盾和非理性的
and so you have a problem in terms of deciding what you are going to do
因此，你在做决策时势必会遇到问题
if all you do is listen to a mass of individual opinions
如果你所做的一切只是听取大量个人意见
that are forever fluctuating and don't really have any coherence and crucially are not set in context.
而这些意见永远无法统一，也没有任何先见或后见之明
So that's why people can say you know I want lower taxes and better public services.
这就是为什么人们会说，你知道我想要
Well of course they do. You know…
这是当然的
you say do you want to pay more taxes to get better public services
要是你说以多交税来获得更好的公共服务
and people are less sure.
而人们却不那么确定
They then don't believe that if they pay more taxes
他们不相信如果自己缴更多的税
they will be spent on better public services.
它们就真能被花在更好的公共服务上
So you end up in this quagmire and the truth is the politicians have to say
所以你最终陷入了这个泥潭，事实是政客们不得不说
look this is what I believe, I believe you should pay slightly more taxes
看，这就是我认为的，我相信你们应该稍微多交点税
to make better public services and I pledge that I am competent
以便提供更好的公共服务，我保证我有能力
to use that money wisely do you want now to vote for me yes or no.
明智地使用这些钱，你们现在想投我票还是不投
And that's what Blair has failed to do.
而这正是布莱尔未能做到的
Tony Blair turned around and tries to feed back to them what they already believe
托尼•布莱尔试图转过身把人们的信念反馈给他们
and give them what they believe is sort of an individual incoherent contradictory nonsense
而这是一种自相矛盾的胡说八道
and that's all he has to offer.
这就是他所能提供的一切
And then he wonders why people don't get him.
然后他想知道为什么人们不理解他
It isn't that they don't get him it's that they're looking for someone
并不是他们不理解他，而是他们正在寻找一个人
to do something that they can't do themselves
去做一些他们自己不能做的事情