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1、How the News Got Less Mean新闻何以不再那么负面The most read article of all time on BuzzFeed contains no photographs of celebrity nip slips and no inflammatory ranting. Its a series of photos called “21 pictures that will restore your faith in humanity,” which has pulled in nearly 14 million visits so far. At
2、Upworthy too, hope is the major draw. “This kid just died. What he left behind is wondtacular,” an Upworthy post about a terminally ill teen singer, earned 15 million views this summer and has raised more than $300,000 for cancer research.新闻聚合网站BuzzFeed上有史以来阅读次数最多的一篇文章既没有女明星的露点照，也没有煽动性的呼号，而是一组照片，名为“
3、21张照片让你重拾对人性的信念”。迄今为止，这组照片已经吸引了将近1400万次访问。Upworthy网站主打的也是希望牌。网站上一篇题为“那名孩子刚走了，留给我们一个了不起的奇迹”的帖文，讲述了一个病重少年歌手的事迹，在这个夏季被阅读了1500万次，募集了30多万美元的癌症研究基金。The recipe for attracting visitors to stories online is changing. Bloggers have traditionally turned to sarcasm and snark to draw attention. But the success o
4、f sites like BuzzFeed and Upworthy, whose philosophies embrace the viral nature of upbeat stories, hints that the Web craves positivity.吸引读者在线阅读的策略组合正在变化。博客作者惯于使用冷嘲热讽搏人眼球，但是BuzzFeed和Upworthy等网站倚托正能量故事的传播力取得成功的事实表明，网络亟需正能量。The reason: social media. Researchers are discovering that people want to crea
5、te positive images of themselves online by sharing upbeat stories. And with more people turning to Facebook and Twitter to find out whats happening in the world, news stories may need to cheer up in order to court an audience. If social is the future of media, then optimistic stories might be medias
6、 future.原因就是媒体的社会性。研究人员发现，人们希望通过在线分享积极乐观的故事为自己塑造积极的形象。随着越来越多的人转投脸书和推特等社交网站了解时事，新闻报道要想赢得观众，或许需要采用更为积极乐观的基调。如果说社会性是媒体的未来，乐观的故事或许就是传媒企业的未来。“When we started, the prevailing wisdom was that snark ruled the Internet,” says Eli Pariser, a co-founder of Upworthy. “And we just had a really different sense of
7、 what works.”“刚上线那会儿，盛行的理论认为互联网是讽刺挖苦的天下，”Upworthy的联合创始人以利帕里泽说，“可是，什么管用、什么不管用，我们的看法却完全不一样。”“You dont want to be that guy at the party whos crazy and angry and ranting in the corner its the same for Twitter or Facebook,” he says. “Part of what were trying to do with Upworthy is give people the tools t
8、o express a conscientious, thoughtful and positive identity in social media.”、“谁也不想成为派对上疯疯癫癫怒气冲冲躲在角落里大叫大嚷的那个人推特和脸书也不想，”他说，“Upworthy所要做的一件事情，就是给人们提供各种工具，让他们在社会媒体上表达一个真实的、经过思考的、积极的身份。”And the science appears to support Parisers philosophy. In a recent study from the Massachusetts Institute of Technolo
9、gy, researchers found that “up votes,” showing that a visitor liked a comment or story, begat more up votes on comments on the site, but “down votes” did not do the same. In fact, a single up vote increased the likelihood that someone else would like a comment by 32%, whereas a down vote had no effe
10、ct. People dont want to support the cranky commenter, the critic or the troll. Nor do they want to be that negative personality online.科学研究似乎印证了帕里泽的理念。麻省理工学院最近的一项研究显示，Upworthy网站上被“顶”亦即表明网友喜欢某个评论或故事的方式的评论或故事能够为站点带来更多的赞成人数，但是被“踩”的评论或故事却没有这种作用。实际上，每次“顶”都可以把他人参与评论的可能性提高32%，而“踩”就没有效果。人们不想去支持脾气暴躁的评论者、吹毛求疵
11、的人或恶搞的人。也没有人愿意在网上留下拥有消极人格的形象。In another study published in 2012, Jonah Berger, author of Contagious: Why Things Catch On and professor of marketing at the Wharton School of the University of Pennsylvania, monitored the most e-mailed stories produced by the New York Times for six months and found tha
12、t positive stories were more likely to make the list than negative ones.在2012年发布的另一项研究中，传染力：流行密码一书的作者、宾州大学沃顿商学院营销学教授乔纳伯杰监控了纽约时报六个月内被网民邮件转发推荐次数最多的新闻报道排行榜，发现积极的报道比消极的报道上榜几率更大。“What we share or like is almost like the car we drive or the clothes we wear,” he says. “It says something about us to other p
13、eople. So people would much rather be seen as a Positive Polly than a Debbie Downer.”“我们分享（或喜欢）的东西，就想我们开的车和穿的衣服一样，”他说，“会向他人传达一些关于我们个人的信息。因此，人们宁愿被看作波利那样乐呵呵的傻大姐，而不愿被看作黛比唐纳式的丧气话大王。”Its not always that simple: Berger says that though positive pieces drew more traffic than negative ones, within the categ
14、ories of positive and negative stories, those articles that elicited more emotion always led to more shares.事情并不总是如此简单。伯杰说，积极的报道虽然比消极的报道能够吸引更多的阅读量，但是单就这两类报道而言，能打动人的文章总能被更多分享。“Take two negative emotions, for example: anger and sadness,” Berger says. “Both of those emotions would make the reader feel
15、bad. But anger, a high arousal emotion, leads to more sharing, whereas sadness, a low arousal emotion, doesnt. The same is true of the positive side: excitement and humor increase sharing, whereas contentment decreases sharing.”“举个例子，愤怒和悲伤是两种消极的情感，”伯杰说，“都会让读者感觉不快。但是愤怒更能激起人的情感，因而涉及愤怒情感的文章，更容易被分享，而悲伤则
16、不然。积极情感也是如此，激动和幽默会促进分享，而满足会减少分享。”And while some popular BuzzFeed posts like the recent “Is this the most embarrassing interview Fox News has ever done?” might do their best to elicit shares through anger, both BuzzFeed and Upworthy recognize that their main success lies in creating positive viral material.BuzzFeed上有些流行的帖文像最近的“这是福克斯新闻频道史上最囧的采访吗？”广为分享或许是因为走了激起读者愤怒的路数。然而，BuzzFeed和Upworthy都认为，积极而富有传播力的内容才是此类帖文获得成功的主要原因
