2010年考研英语阅读理解真题第3篇 The Accidental Influentials

2010年考研英语阅读理解真题

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The Accidental Influentials

In his book The Tipping Point, Malcolm Gladwell argues that social epidemics are driven in large part by the action of a tiny minority of special individuals, often called influentials, who are unusually informed, persuasive, or well-connected.

在《引爆流行》这本书中，作者Malcolm Gladwell 认为社会流行潮流在很大程度上是由一小部分特殊个体的行为引起的。这些人就是人们常说的影响者。他们异乎寻常的博闻多识，能言善辩，人脉广泛。

The idea is intuitively compelling, but it doesn't explain how ideas actually spread.

从直觉上讲Malcolm Gladwell的理论似乎很有说服力，但是它没有解释流行观念的实际传播过程。

The supposed importance of influentials derives from a plausible sounding but largely untested theory called the "two step flow of communication": Information flows from the media to the influentials and from them to everyone else.

人们之所以认为影响者很重要，是源于"两级传播"理论。即信息先从媒体流向影响者，然后再从影响者流向其他人。这一理论看似合理，但未经验证。Marketers have embraced the two-step flow because it suggests that if they can just find and influence the influentials, those selected people will do most of the work for them.

营销人员接受两级传播理论是因为该理论认为如果能够找到影响者，并对他们施加影响。这些精英们就会替他们完成大部分的营销传播工作。

The theory also seems to explain the sudden and unexpected popularity of certain looks, brands, or neighborhoods.

这一理论似乎还可以解释某些装扮、品牌或社区为何会突然受到出乎意料的追捧。

In many such cases, a cursory search for causes finds that some small group of people was wearing, promoting, or developing whatever it is before anyone else paid attention.

对于许多诸如此类的情况，如果只是走马观花地寻找原因，你会发现总是有一小群人开风气之先，率先穿上、宣传和开发人们此前从未留意的东西。Anecdotal evidence of this kind fits nicely with the idea that only certain special people can drive trends。

这种事实证据与该观点正好一拍即合--只有一些特别的人才能引领潮流。

In their recent work, however, some researchers have come up with the finding that influentials have far less impact on social epidemics than is generally supposed.

但是在最近的研究中，一些研究人员发现，影响者对社会流行潮流的影响力远比人们认为的要小。

In fact, they don't seem to be required of all.

事实上，他们似乎根本就是无关紧要。

The researchers' argument stems from a simple observing about social influence, with the exception of a few celebrities like Oprah Winfrey-whose outsize presence is primarily a function of media, not interpersonal, influence-even the most influential members of a population simply don't interact with that many others.

研究者的观点源于对社会影响力的简单观察：除了少数像Oprah Winfrey这样的名人之外（她强大的人气影响力主要来自媒体影响力，而非她与观众互动的人际影响力），即使人群中最有影响力的人也无法与那么多的"其他人"互动，从而引领潮流。

Yet it is precisely these non-celebrity influentials who, according to the two-step-flow theory, are supposed to drive social epidemics by influencing their friends and colleagues directly.

然而根据两级传播理论，正是这些非名人影响者直接影响了他们的朋友和同事，