????這種做法行得通嗎,？

????我認(rèn)為行得通,。特別是法語(yǔ)、西班牙語(yǔ)和葡萄牙語(yǔ),，比我們預(yù)想的要好得多,。似乎其它地區(qū)對(duì)BuzzFeed的模式非常感興趣。在其它的媒體市場(chǎng)中,，本土的數(shù)字刊物并不多見(jiàn),。這些地方仍擁有非常有影響力的大型報(bào)紙和雜志企業(yè)，它們正試圖與網(wǎng)絡(luò)接軌,，而且在這些國(guó)家中,，與BuzzFeed有著類似業(yè)務(wù)的初創(chuàng)企業(yè)少之又少。

????什么最具吸引力：娛樂(lè)榜單還是正統(tǒng)新聞,？

????一直以來(lái),，我們所翻譯的榜單的數(shù)量在不斷增多。在這個(gè)過(guò)程中,，弄清楚哪些能翻,，哪些不能翻是一件很有意思的事情。那些很直觀的東西翻譯起來(lái)很容易,，而且不受文化的限制,，這類事物往往會(huì)擁有更大的影響力。

????我們做的很多榜單都與老齡化有關(guān),，一切與衰老焦慮有關(guān)的話題在不同文化中都很受歡迎,，子女教育話題亦是如此,。我看見(jiàn)這種話題的反應(yīng)是，“那是當(dāng)然,?！边@并不會(huì)讓人感到驚訝，因?yàn)樗且粋€(gè)共同話題,。這些帖子的分享率也非常高,，它們使用了很多GIF動(dòng)畫。

????那么GIF是一種通用語(yǔ)言嗎,？

????網(wǎng)頁(yè)里多少有一些國(guó)際通用語(yǔ)言,。GIF是其中的一部分，特別是如果你不用看最底行的文字內(nèi)容就能看懂的話,。它們是共享文化的一部分,。它們與好萊塢有著密切關(guān)系，但是網(wǎng)頁(yè)文化給人的感受通常是共通的,，因?yàn)閺膭?chuàng)建之初,，網(wǎng)站就是全球性的。YouTube便是一個(gè)非常出色的國(guó)際性網(wǎng)站,?！督蟂tyle》這樣的單曲之所以能變得如此火的原因在于，人們無(wú)需看懂歌詞便能欣賞這首歌曲,。網(wǎng)頁(yè)文化便是這樣,。成為以網(wǎng)頁(yè)為主要載體的刊物、并且能用這種語(yǔ)言進(jìn)行表達(dá)有一定的優(yōu)勢(shì),。

????到目前為止,，你都看到了哪些有意思的文化差異？

????在英國(guó),，文化差異并不明顯,，而且語(yǔ)言上也沒(méi)有障礙。但是,，如果你看看英國(guó)團(tuán)隊(duì)所發(fā)的帖子,，他們的確會(huì)給人一種不同的感覺(jué)。BuzzFeed美國(guó)非常有激情,，而且基本上比較樂(lè)觀,。他們奉行的是一種“非仇視”政策。BuzzFeed英國(guó)辦事處的風(fēng)格跟英劇《辦公室》（Office）有點(diǎn)類似,，更挖苦,，更辛辣。他們已經(jīng)形成了自己的一套風(fēng)格，而且看待事物的角度也不同,。

????一直以來(lái),，互聯(lián)網(wǎng)中最為老生常談的話題莫過(guò)于貓。在法國(guó),，人們傾向于點(diǎn)擊可愛(ài),、逗樂(lè)的事物,，但是他們并不會(huì)去分享這些東西,。他們更情愿站在政治或相反的立場(chǎng)上來(lái)進(jìn)行分享，而這也影響了法國(guó)編輯看待翻譯的方式以及她創(chuàng)建內(nèi)容的種類,。

????國(guó)際市場(chǎng)的廣告商能理解本土廣告和贊助內(nèi)容這個(gè)趨勢(shì)嗎,，或者你們是否會(huì)成為這些市場(chǎng)中第一個(gè)吃螃蟹的人？

????在很多地方,，我們都將成為第一個(gè)吃螃蟹的人,。兩三年前，美國(guó)市場(chǎng)也出現(xiàn)了類似的,、有關(guān)本土廣告的探討,。在一些地方，事情甚至還沒(méi)進(jìn)展到那一步,。巴西,、德國(guó)數(shù)字市場(chǎng)發(fā)展的方式會(huì)與我們?cè)诿绹?guó)經(jīng)歷的發(fā)展方式類似，而社交廣告這種概念仍然比較陌生,。

????你會(huì)成立本土銷售團(tuán)隊(duì),，或在全球各地向美國(guó)公司提供廣告服務(wù)嗎，例如拉美分公司與英特爾做的第一筆生意,？

????就理想狀態(tài)而言,，每個(gè)市場(chǎng)都將是內(nèi)外兼修。目前,，我們合作的很多品牌都是國(guó)際性品牌,。其它媒體公司，例如The Mail online和《衛(wèi)報(bào)》（The Guardian）都已經(jīng)大規(guī)模地拓展了自己的全球業(yè)務(wù),，而且眾多品牌已開始思考統(tǒng)一全球廣告用詞,，我們希望繼續(xù)與它們保持合作。（財(cái)富中文網(wǎng)）

????Did it work?

????I think it has. Especially in French, Spanish, and Portuguese, it works much better than we thought it would. It seems like there's a real hunger for the model that BuzzFeed has in other places. There are not a lot of digitally native publications in a lot of these other media markets. They still have very powerful large newspapers and magazines that are trying to adapt to the web, but very few startups along the lines of BuzzFeed in these countries.

????What's gotten the most interest: the entertaining lists or the journalism-with-a-capital-J?

????We have been translating a much higher volume of lists. It has been interesting to see what does well and what doesn't. Stuff that is highly visual is much easier to translate, and irrespective of your culture, something like that tends to have a much bigger impact.

????A lot of the lists we do about aging, anything about the anxiety of getting older does really well across cultures, as well as things about parenting. When I saw that, I was like, "Of course." It shouldn't have come as a surprise. It's universal. Those posts are also very BuzzFeed-y. They use a lot of animated GIFs.

????So are GIFs the universal language?

????There is a bit of an international language on the web. GIFs are a part of it, especially if they're not all about the text at the bottom. They are a part of a shared culture. They're tied to Hollywood, but the sensibility of web culture is fairly universal because from its inception, it's global. YouTube is an incredibly global site. A hit like Gangnam Style was so big because it was easy to enjoy even without understanding the lyrics. That's true of web culture. There's an advantage to being a web-first publication and being able to speak that language.

????Any interesting cultural differences you've observed so far?

????In the U.K., the cultural difference is not so great, and there's not the same language barrier. But if you look at the posts the U.K. team is doing, they do have a different sensibility. BuzzFeed in the U.S. is very enthusiastic and largely positive. They have a bit of a "no haters" policy. Similar to the original Office, the sensibility in the U.K. is a little more satirical and biting. They have developed their own sensibility and have approached things in a different way.

????One of the greatest Internet clichés of all time is cats. In France, people might click on cute cuddly things, but they don't share them. They would much rather share something with a political or contrarian take, and that has affected the way the French editor thinks about translating and what kind of content to create herself.

????Have advertisers in international markets caught onto this whole native advertising and sponsored content trend, or are you going to be the trailblazers there?

????In a lot of places we're going to be trailblazers. The conversations about native advertising are similar to what we saw in the U.S. two to three years ago. In some places, it's not even at that point. The way the digital market is developing is very similar in Brazil and Germany to what we saw here, and this notion of social advertising is still fairly new.

????Will you build out local sales teams, or sell ads to American companies with global presence, such as your first deal with Intel in Latin America?

????Ideally for us it will be a mix in each market. A lot of our brands that we work with currently are also global brands. Other media companies like The Mail online and The Guardian have been expanding their global footprint a lot, and as brands are starting to think about unifying their global message, we'd like to continue working with them.