This is another official update to the original Shift Happens video. This completely new Fall 2009 version includes facts and stats focusing on the changing media landscape, including convergence and technology, and was developed in partnership with The Economist. For more information, or to join the conversation, please link here or here.  // AjS

:: I peeked this TED Talk today and was pretty impressed. Shirky does many things really well in this presentation, but most notably:

• he smartly and succinctly summarizes the entire “transforming media landscape” X “social / digital media is important and why” meme we have all come to know and love over the past 5 years.
• he clearly illustrates the best example of social media in a China to date – better than any of us so-called Chinese digital experts have done. [Hail the power of online video and good public speaking skills!]
• he says this, “on the Internet, every medium (i.e. TV, magazines, telephone, books, etc.) is right next door to every other medium, put another way, media is increasingly less just a source of information, and increasingly a site of coordination.”
• he also puts forth this brilliant nugget of wisdom, “the media landscape that we knew, as familiar as it was and as easy as it was conceptually to deal with the idea that professionals broadcast messages to amateurs is increasingly slipping away. In a world where media is global, social, ubiquitous, and cheap; in a world of media in which the former audience are increasingly full participants – in that world [i.e. today], media is less and less often about crafting a single message to be consumed by individuals, it’s more and more often a way of creating an environment for convening and supporting groups [i.e. conversation and community-based interaction]. The choice anyone who has a message that they want to have heard anywhere in the world faces, isn’t whether that’s the media environment we’ve want to operate in, that’s the media environment we’ve got. The question now is, how to we make the best of that medium even though that means changing the way we have always done it.” [Halle-fucking-lujah! Shirky, you killed it with that closer – bravo!]

The last point is what I have spent a good chunk of my professional life trying to get others to understand (and pay for). It has vast implications for “media people,” (who is everyone now-a-days) as well as the communications, PR, marketing, advertising, etc. industries. The next time your client (or colleague, or your mom) just doesn’t get it, play them this video. If English is not their first language, get a professional to translate it into the appropriate language. It will save you a lot of time / effort / money in the long run.  // AjS

:: this week’s Friday 5 takes a second look at Chinese journalists who blog. The individuals profiled here are all quite popular on the Chinese Internet, some because of the reporting they’ve done in the line of work, and others because of their online activities. Their blogs involve journalism and media to varying degrees; it’s interesting to see how much of their own lives and outside interests they bring to the massive online readership they command. Journalists also take advantage of the more open (yet still censored) online environment to post things that might not be able to make it into print.

sports ::
Dong Lu (董路) was once the host of Beijing TV sports programs and remains an extremely prolific and well-known soccer journalist. His blog posts on Sina get page views in the tens of thousands. He comments on international and domestic football but often strays into other sports, as in a popular post titled “Yao Ming, China is calling you home for dinner!” (a play on the Jia Junpeng Chinese Internet meme mentioned in a previous Friday 5) that has been viewed 70,567 times. Dong Lu is a fan of posting videos to his blog: sometimes entertainment news, such as this discussion of Pan Changjiang (潘长江), a TV actor famous for his peasant roles, his unusually beautiful daughter, and the TV program they have together. There are also some more personal, moving posts about his daughter starting school, and a video of his daughter dancing in front of a KFC. Popular CCTV sports journalist Zhang Bin (张斌) started his career in soccer. Now the deputy director of the CCTV Sports department as well as producer for some of their primary soccer shows, Zhang achieved fame after graduating from Renmin University in 1991, going on to host Soccer Night (足球之夜) on CCTV as well as special sport shows during EURO 2000, also on CCTV. Zhang Bin keeps a blog on Sohu called CCTV-ZhangBin, with page views in the tens of thousands. A recent post on Liu Xiang (刘翔) in which he argued that China’s star hurdler should keep running if he is passionate about sport, received 30,000 page views. Zhang Bin keeps mostly to sports-related topics on his blog. In another recent post, he pondered on whether Caster Semenya, the South African 800-meter gold medalist, was male or female. Zhang Bin is often perceived as a model Sports anchor: friendly and kind. This is reinforced by a public announcement on his blog about drinking up all the contents of a mineral water bottle rather than wasting water by throwing it away half-finished. However, Zhang is also somewhat notorious for a public marital spat in which his wife. Hu Ziwei, another well-known television personality, crashed a live CCTV broadcast to accuse him of having an affair.

arts / Entertainment ::
Meng Jing (孟静) is a senior reporter for the news weekly Sanlian Life Week (三联生活周刊) who is well-known for her celebrity profiles and interviews. Her blog, which she updates in periodic bursts, follows her work fairly closely. She writes about the practice of journalism (as in one recent post on the uncomfortable necessity of flattering an interview subject), and posts intriguing snippets of interviews that didn’t make it to print. However, her interests range widely, from feminism to groan-worthy jokes. Yuan Lei (袁蕾), who blogs under the name Milk Pig (奶猪), is often called the southern counterpart of Meng Jing. Yuan, who writes for the culture section of Southern Weekly (南方周末), is a keen-eyed interviewer in her day job. Her blog is considerably less formal, and employs a curious writing style that approximates a sort of girlish tone through the use of character substitutions and odd vocabulary choices. Ahead of the publication of major interviews, she’ll often present pull-quotes or teasers, and she also puts up interesting observations and anecdotes that may not amount to proper news stories (such as an account of a telephone scam). Other posts are devoted to media and policy rumors and wry comments on spiked stories, but the cutesy language distances her from other journalists who trade cynical comments about media and politics. Lately there have been quite a few photos of her dog.

columnist ::
Chang Ping (长平 real name Zhang Ping 张平) is a journalist who has served as director of the news department of the prestigious Southern Weekly and as the deputy editor of Southern Metropolis Weekly (南都周刊) but was forced out from his editorial position after publishing “sensitive” editorials around the time of the Lhasa riots last March. Chang Ping has abandoned blogs on Tianya, Sina, and iFeng because of frequent deletions by blog administrators, and opened a blog on an independent domain. Most recently, Chang Ping blogged about the Kunming prostitution case, before “technical problems” took the blog down for three months before August. Thanks to Isaac Mao and Zuola (Chinese Internet insider and citizen blogger respectively; see these interviews from the CNBloggercon), it is active once again. Chang Ping has an active Twitter account as well as a column on the FT Chinese website where he writes about issues such as civic society. Xiong Peiyun (熊培云) is a European correspondent for the newsweekly Window of the South (南风窗) and a senior commentator at The Beijing News (新京报). This year he launched a new group commentary blog, 21Pinglun to replace his personal blog la république d’esprits which is blocked on the Chinese mainland. Posts concern a wide range of subjects, with a particular emphasis on rural issues (which Xiong occasionally writes about for the magazine and other media outlets). Xiong recently wrote about Internet Addictive Disorder and shock treatment, referencing the Ludovico Treatment from A Clockwork Orange. Much of the content consists of reposts of op-eds originally published elsewhere, with deleted portions restored in many cases, a common practice on blogs kept by print media columnists.

business ::
Apart from his day job as a host and anchor for various TV programs on CCTV’s international and business channels, Rui Chenggang (芮成钢) is also a blogger who keeps a high-traffic, influential blog where he regularly posts photographs in which he stands shoulder-to-shoulder with his world leader interviewees who usually have his book in their hands (former British prime minister Tony Blair, for example). With his established career in the media, his young, energetic screen image and good looks, Rui is idolized by numerous young students, who see him as a mentor and role model. His international outlook and rare fluency in English among his state media colleagues earns him the title of best qualified candidate for China’s ambassador to the world among some Westerners. However, Rui has no shortage of critics. He has been called an egotistic self-promoter, an unprofessional journalist who has overstepped the boundaries of his field by playing economist, a dyed-in-the-wool nationalist for his crusade to drive Starbucks out of the Forbidden City in 2007, and a propaganda mouthpiece for the government. Recently, Rui stoked controversy again with his questions to American president Obama at the G20 summit in London. After writer, car racer and blogger Han Han posted Rui’s questions and Obama’s answers in both English and Chinese on his blog below characteristically sarcastic comments, the topic was picked up by other netizens and heatedly discussed in various forums. Most netizens found Rui’s wording “on behalf of China” and “on behalf of the World” an inappropriate expression of a typically condescending attitude of the Chinese government toward the Chinese people. Rui’s upbeat blog post about his performance at the Summit only exacerbated netizen ire and heaped more ridicule upon him.

society ::
Chai Jing (柴静), a television journalist with CCTV’s News Investigation program, resumed blogging this year after a lengthy hiatus. Chai is conscious of the possibilities of her blog as an interactive platform, typically using videos of her programs as a prompt for readers to discuss the key issues at hand. She then responds to netizen questions. In two recent posts, she explained her view of the comments section and her moderation practices. Other posts address the practice of journalism in general, like a recent selection of excerpts from a Walter Cronkite book. Chai’s high profile, accentuated in the past month by her involvement in the exposé of shock therapy clinics for Internet addiction, means that she’s sometimes the target of nasty rumors. She recently had to fight back at online rumors that she had been arrested for accepting bribes in return for providing CCTV advertising spots to a Chongqing textile mill. Chai also occasionally contributes to Xiong Peiyun’s 21Pinglun (as in this anecdote about gentrification and cultural heritage). Wang Keqin (王克勤), a journalist with the China Economic Times (中国经济时报), has been called China’s chief anti-corruption journalist for exposing “the dark side of society.” Wang is unique in working up to a story to post on his blog, probably with the knowledge that the full version will not be published in print. For example, he tried to visit Deng Yujiao in June, when she was released from a trial centering on the murder of two officials in Hubei province. She was acquitted on self-defense grounds (she had stabbed the two after they tried to sexually harass her), but Chinese and Western media were prevented from visiting her at home. Wang’s record of his futile efforts to get there has since been taken down by Sohu, but is available in a reposted version. Wang’s accounts of his journalistic activities end up widely reposted: another account of violent attempted visit, this time to to the family of blind lawyer Chen Guangcheng (陈光城), was cross-posted to liberal blog service my1510 by Zhai Minglei (翟明磊), who is also a well-known muckracker (See this interview from the CNBloggercon). Wang is sometimes called China’s Lincoln Steffens as a salute to his muckraking tendencies. A list of his articles up to 2006 is collated at the China Elections and Governance Chinese website.

// AjS

[Friday 5 is the product of my work for Edelman Digital (China). Link here for the full Friday 5 archive. If you'd like to be added to the bilingual (English & Chinese) Friday 5 email distribution list, please send me an email at: adam DOT schokora AT edelman DOT com.]

:: 本周的Friday 5 将再次关注中国的记者博客。在本篇中予以介绍的记者在互联网上都享有较高的知名度，其原因或是因为其在传统媒体的成就，或者是更偏重其在网上的努力。这些博客不同程度涉及他们所从事的新闻媒体工作，另外，他们向大量网上读者所传达的关于他们日常生活的点点滴滴也相当有趣。而这些记者也大多利用互联网这个更加开放（虽然依然被审查）的环境来发表那些不能被传统纸媒所接纳的文章。

:: “men,” as in 门 (the Chinese word for “gate”), is an important element of modern Web culture in China. Chinese netizens and even the local media at-large are fond of tacking “gate” (门) onto scandals and memes, perhaps even more than the Western press. Chinese netizens are even quicker on the draw; online conversation about scandals is often a forest of “gates,” many of which have similar or even identical names. This week’s Friday 5 takes a look at recent examples from five of the most common categories of “gates” on the Chinese Internet: food quality, donations, cars, espionage, and of course, the centerpiece of all durable Internet buzz, sex!

food: radiation-gate ::
Food safety has been a serious issue for Chinese netizens this year following the melamine milk scandal of 2008. A number of brands have been embroiled in their own additive scandals (a previous Friday 5 addressed Mengniu and Wang Lao Ji); in July, two instant noodle makers, Master Kong and UniPresident, found themselves in a scandal over labeling and irradiation. The allegations, published by a prominent business newspaper, accused the two companies of distributing instant noodle packages without clearly labeling that they had been irradiated. Both companies denied the charges and insisted that their products were completely safe. Dubbed “radiation-gate” (辐射门) by netizens and media, the scandal was related more to the deception than the radiation itself (although a small but significant portion of the online conversation was devoted to radiation fears). The initial response of both brands was mealy-mouthed: UniPresident claimed it did not use radiation but “could not rule out” use by its suppliers; Master Kong pled ignorance, saying it didn’t know it had to note that its suppliers used radiation. A rather snarky news report made the rounds of video sites and caught the attention of online gamers and other netaholics who survive off of instant noodles at Web cafe’s, etc. (”Woe to my instant noodle life!” reads one comment on the video.) Other netizens piled on with other quality complaints. Ultimately both brands said that they would improve their package labeling. Although the news caused considerable stir immediately after it was reported, Chinese Internet users quickly tired of the affair and it is no longer brought up in discussions of the brand and instant noodles in general. As with many of the minor “-gates” that crop up in online conversation, “radiation-gate” does not exclusively refer to the instant noodles affair: it’s also been used by Chinese netizens to describe mobile phone radiation scares and the effect of high-voltage power pylons on residential neighborhoods.

Yu Qiuyu’s “donation-gate” ::
Yu Qiuyu (余秋雨), a drama professor turned popular essayist turned TV commentator, has long been dogged by controversies ranging from accusations of being a henchman of the notorious Gang of Four to having accepted a luxurious villa from the Shenzhen government in exchange for favorable reviews. The source of Yu’s latest controversy, known as “donation gate,” was his old foe Xiao Xialin (肖夏林), whom he once brought to court for defamation. On May 14, 2008, shortly after the Sichuan earthquake, Yu announced that he would donate RMB 200,000 to build an elementary school in the quake-stricken Dujiangyan. In a blog post published on May 5 of this year, Xiao Xialin suggested that Yu had not spent a cent of his own money. He demanded that Yu provide proof he had really donated. A blog post Yu made in the wake of the earthquake in which he issued a “tearful plea” to the Chinese people had been mocked by a wide swath of Internet users, and his silence on the donation issue revived his “tearful professor” title and prompted more mockery from netizens, including this article sarcastically proposing that the Chinese government should help Yu to forge a donation receipt. Some public figures, such as Yi Zhongtian (易中天), also urged Yu to show evidence. The belated response came in June 22, when Yu denied the charges following a newspaper report that quoted a local government official from Dujiangyan confirming that Yu did donate RMB 200,000. According to the government official, because the construction standard has been upgraded after the earthquake, RMB 200,000 was no longer enough to build a school, so it was spent to buy books for three school libraries to be named after him. This was not enough for some netizens, who were put off by the thought that Yu had made the donation under public pressure or out of self-promotion. “Whether the donation is real or not, I think that the actions of Yu and his cronies are more disgusting than misappropriating RMB 200,000,” read one comment.

car scandals
In the beginning of September, a driver in Shanghai named Zhang was stopped by a pedestrian who complained that his stomach was killing him and who asked for a ride to the hospital because he couldn’t wait for a taxi. Zhang refused his passenger’s offer of payment, but when he reached the hospital, the passenger grabbed his keys, and the car was surrounded by seven or eight uniformed individuals. Zhang was charged with illegally operating a taxi. In many Chinese cities, unlicensed taxis are frequently targeted by law-enforcement campaigns and their drivers are subject to fines, license suspensions, or even more serious punishment, but this kind of fishing expedition, preying on the good intentions of ordinary citizens, raised the hackles of many netizens who already had a fairly poor opinion of local law enforcement. The situation first came to public attention when Han Han (韩寒), a bestselling author and race car driver who keeps a phenomenally popular blog, posted two letters under the heading “This is certainly just a rumor” on September 11. From Han, who has been named an online public opinion leader by a number of media outlets, the story received immense exposure, and the mainstream press tracked down and verified the story. “Fishing-gate” spawned op-ed columns on entrapment, the rule of law, and the limits of administrative authority, and these in turn generated even more netizen debate (”Where is my Party, my great Communist Party? We miss you so!”) and parody. Han prefaced his repost of the rumors with the following comment: “I’m republishing two posts that have not been verified. It’s highly likely that they’re just rumor-mongering by reactionary elements bent on ruining the National Day atmosphere. I’ve selected them so that the relevant departments can proceed with arrests.” This is a reference to the arrests of previous online rumor-mongers, including one of the netizens involved in a previous car-related “gate”: the “Hu Bin stand-in-gate” (胡斌替身门 or “surro-gate”, as one translator put it). That scandal captured netizen imaginations over the summer and demonstrated the limits of the power of crowd-sourcing to determine the truth from questionable photographs. Hu Bin, who struck and killed a pedestrian, turned up in court looking very different from photos taken at the scene. Rumors sprung up online that he had hired someone to take his place in prison. The “human flesh search engine” tracked down a likely stand-in. Someone masquerading as that individual denied the rumors, but it took the mainstream media to clear up the situation and determine that Hu Bin had actually appeared in court.

spygates ::
Espionage has considerable cachet online in China. Unverifiability of much of the information about spies has rumors flying fast and thick, and Chinese netizens attempt to ferret out the truth even as the mainstream media remains tight-lipped. In June, rumors snowballed that Fang Jing (方静), the host of prime-time CCTV programs such as Defense Watch who had lately been absent from the screen, was accused of being a spy for Taiwan, detained, and missing for three months. “Fang Jing Spy-Gate” (方静间谍门) led to a lot of speculation online about the situation, even after she denied the rumors. Later it was revealed that rival CCTV presenter and professor Ah Yi (阿忆), who could have been jealous of her, exposed her status as a “spy” for Taiwan in a cryptic blog post (since deleted; repost here). Fang Jing quickly returned to present another program for CCTV to put an end to the rumors altogether, although conversation about the incident continued: a blog post on Sina BBS dissects the heated discussion following Ah Yi’s rumormongering. In another recent spy-gate, Rio Tinto employees, including the Shanghai General Manager, were detained by the Chinese PSB in July on suspicion of stealing state secrets. Known as “Rio Tinto Gate” (力拓门) or “Rio Tinto Spy-gate” (力拓间谍门), the case came at a time of bad relations between the Australian government and China, and it sent a shock through the international iron ore industry. The murky situation was quickly elaborated upon, but the online response in China was widespread. Both the Fang Jing and Rio Tinto Spy-Gates were talked about in light of the then-popular espionage TV drama Hidden (潜伏), which involves a Communist spy in the KMT before the establishment of the People’s Republic of China. Variations of the spy cases have cropped up, after Rio Tinto’s “gate” turned into a “spy and espionage gate”: on the Netease Money BBS, for example, netizens talked about a senior member of Shougang (首都钢铁公司) being taken away for corruption. In the iron industry, it seems, espionage “gates” are closely tied to bribery “gates” at the moment.

sex-gates ::
Since the Edison Chen (陈冠希) “racy photo-gate” broke in 2008, leakages of private / bedroom photos and videos have turned up fairly regularly on the Chinese Internet. The ones that attract the most attention involve celebrities who inadvertently got their overexposed personal pictures leaked. Often these get compared to the Edison Chen scandal (as the topless paparazzi photos of Zhang Ziyi (子怡) – “beach gate” – was in January), but they tend to fade away much more quickly. Other popular sex scandals involve teens who intentionally post their own racy photos or videos to the Internet. In “breast rubbing gate”: In a video which has been circulating on the Internet since late June, a female student is lying on a desk in what looks like a classroom; around her are a number of male students fondling her breasts. Via “human flesh searching” tactics, Chinese netizens eventually discovered the real identity of the girl, a student at a vocational school in Cixi, Zhejiang Province. After the incident broke, the girl in the video posted to her QQ page (repost) that she was under immense pressure and felt suicidal. Netizens engaged in heated debate about the moral issues involved. This blog post argues that the moralists who criticize the girl have done more damage to her than her classmates. Netizens also discussed another issue highlighted by the incident, the imbalance gender ratio: as the only female in the class, the girl said she gave consent to the boys for the “solidarity of the whole class.” For these sex scandals, even though most websites swiftly delete the content whenever it pops up, a sufficiently determined and patient Internet user can eventually locate a reposted copy.

/// AjS

[Friday 5 is the product of my work for Edelman Digital (China). Link here for the full Friday 5 archive. If you'd like to be added to the bilingual (English & Chinese) Friday 5 email distribution list, please send me an email at: adam DOT schokora AT edelman DOT com.]

:: 相比较于西方的同行，中国媒体对为各种丑闻贴上“门”

/// AjS

[Friday 5是我服务的爱德曼数码(中国)的一项产品。这里是全部Friday 5 的存档。 有意通过电子邮件订阅双语Friday 5者可通过以下地址向我发送邮件索取：adam 点 schokora 在 edelman 点 com。]

:: under China’s current press rules, anyone who wants to launch a new magazine is required to first register with the General Administration of Press and Publication in order to obtain a publication license that is tied to distribution area and content type. These publication licenses are hard to come by, and practically out of reach of small start-ups who lack the backing of major state-owned publishers. There are grey-market ways around this, but for many magazines, it might be easier to reach a target audiences by publishing exclusively online, where regulation is significantly more relaxed. It’s also less of a risk, a way to roll out a magazine without the capital outlay involved in printing and distribution.

China’s e-magazine marketplace is home to small, short-lived titles as well as digital versions of major print publications. Many of them are downloadable in executable files of about 30M in size (which means they are only readable on Windows machines), or are viewable as a Flash application in a browser window. Although a small percentage take advantage of the multimedia possibilities offered by digital publication, the vast majority basically reproduce the experience of reading a print magazine, “enhanced” with virtual page-flipping, (cheesy) background music, and an animated advertisement or two.This also means that the text is frequently non-searchable (and non-copyable), but despite the limitations, e-magazines are still a surprisingly active sector of the mainland Chinese internet. Below is a snapshot of a few of the ways they’re used online in China.

celebrity brands ::
e-Magazines have been around for years in China, but it was only when Xu Jinglei launched Kaila in early 2007 that they really attracted much attention from the mainstream media. Xu and other celebrities have extended their brand to the e-publishing world, giving them some of the benefits of a personal magazine without the hassle of the print regulation system in China. Kaila builds each issue around a particular theme (the current issue is all about weddings) and features writing by well-known columnists and ordinary readers alike. In the past two years, the magazine has extended its brand to two new titles: Kaila Street Photos (开啦街拍), which focuses on pictures of fashionistas, including Xu herself, and Kaila Workplace (开啦职场), which is even more closely-targeted at urban white-collar life. As e-magazines, the presentation occasionally takes advantage of digital functionality like audio and video clips; the current issue of Workplace features a parody of a song by pop-group Shin done by a graphic design office in Shanghai, who sing about pulling long hours to edit their images (it’s also viewable on Youku). Readers can interact with the magazine through Kaila’s forums, and there’s a sub-board devoted to article ideas, including a post seeking submissions for the August issue. The new celebrity e-mag H-Sports (最体育) was launched on June 26 (Paolo Maldini’s birthday) by Huang Jianxiang, a high profile TV presenter with a long history in football commentary. The magazine takes advantage of Huang’s extensive connections in the field: the current issue features race-car driving novelist Han Han on the cover and a lengthy interview that Huang conducted with him. The e-mag presents the interview as a video, but it’s also available on Sina, which is one of the magazine’s sponsors and the host of its official blog. Two other celebrity e-mags that are fairly popular belong to the “Oprahs of China,” Yang Lan and Chen Luyu, and like Oprah’s O Magazine, they’re primarily aimed at women and feature the two TV personalities on the cover. Yang Lan’s is hosted on Tencent, while Chen Luyu’s is on Zcom.

online glossies ::
SoMode is an online magazine agency that publishes several fashion-oriented titles. Its flagship publications are Me (Me爱美丽), a women’s fashion magazine, and Wo (Wo男人志), an FHM-style men’s fashion and gadgets magazine. Both magazines are available as downloadable executable files (Windows only) and as a set of full-page images readable online. The men’s magazine gets the most publicity on the Internet because of its scantily-clad cover girls and racy photo sets, but the online BBS discussion forum is almost entirely devoted to the women’s magazine. SoMode also publishes a travel title, LaVie, an e-magazine aimed at 25-35 year-olds. There are flash graphics for most of the spreads in the magazine, which sometimes feel like adverts for hotels and furniture. Some sections of the magazine even have a smoky female voiceover announcing the labels and comfortable cotton clothes that are ideal attire for going outdoors. Here’s one for Sander Mulder, a design label from the Netherlands. Another online glossy magazine is Aria (ARIA阿丽雅), a music magazine published by Kuke, a digital library of classical and other music styles that are not mainstream pop. It’s a downloadable, Windows-only executable, but some of its articles are available online in text form as well. The full e-magazine features musical selections from Kuke’s library of albums, accompanied by liner notes and other text.

zines ::
The e-magazine format is also used by non-professionals looking to produce periodical publications. Although they’re not as readily readable as plain text blog entries and the like, PDF and flash-based e-mags are more convenient than print and less influenced by keyword filters and censorship than blogs and discussion forums. Besides, there’s a certain special feeling that comes with producing a single, 80-page digital publication that’s not found in a list of links to separate blog posts. New Realms of Fantasy and Science Fiction (新幻界) is a SF zine produced by fans of the genre that aims to provide a space for new writers to publish their material in an edited journal and for readers to critique SF and fantasy writing that appears in other venues. China’s SF and fantasy audience is fairly Internet-savvy, so the online community is quite active, with a Douban group that fosters interactivity between the magazine’s volunteer production team and its readers. As a PDF of text and images, it does not utilize the multimedia capabilities of other e-mags, but it has taken advantage of relaxed content regulation as compared to print magazines: the novelette Darkroom (暗室) by the well-known SF writer Han Song, which was featured in the June issue, had previously been killed by print magazine Science Fiction World for being too sensitive. The e-mag format is also a relatively easy way to produce a publication tied to a particular event. Young China Speaks (少年中国说), a magazine of politics written by post-80s Chinese young people, is affiliated with Wang Xiaodong and Huang Jisu, two of the authors behind the recent nationalist bestseller Unhappy China, and its launch was timed to the media frenzy surrounding that book’s release. While a short-term print magazine would have been overly expensive and logistically difficult, Young China Speaks was able to release five full issues before the Unhappy China phenomenon faded from public view. The magazine was produced in PDF format for maximum readability, and had an associated Douban ID and group which, along with the Sina blog, allowed for reader-writer interactivity.

digital print ::
Tons of print magazines have digital versions for sale (providers like Dragonsource handle digitization and subscription services for hundreds of titles ranging from popular fashion to arcane academia), and a number of titles turn up frequently on e-mag-specific websites. e-Magazine portal ZCom (see below) for example, has a digital version of China National Geography (中国国家地理) as a featured brand on its front page. The latest available issue, from March 2009, focuses on the Yangtze and the three other great rivers in China. The magazine is downloadable but cannot be read online, and is one of around 60 other travel e-magazines. ZCom also has an extensive list of business magazines, ranging from CBN Weekly (RMB 409 per year) to The Founder (RMB 229 per year). These digital versions are mostly identical to their print counterparts, meaning there’s virtually no online-specific content for any of these titles. In an interesting reversal of the print-to-web process, Blogbus, a blog host, recently launched a print magazine, iCity, that draws content from its stable of bloggers. iCity is oriented toward a well-off, urban, white-collar, creative readership (the same sort of people whose blogs make up most of the magazine’s content). It has published three bimonthly issues so far this year, all of which are available both online and in print. With netizens active in the production process as well as making up the readership, iCity is an interesting example of e-mag interactivity – it even claims to be “The First Interactive Chinese Magazine (中文第一本互动杂志).

e-Mag providers ::
Although some e-magazines are self-produced and independently hosted, the vast majority of China’s huge range of e-magazines find a home at one of a number of e-magazine providers. ZCom, founded in 2004, provides software for designing interactive e-magazines and offers hosting and subscription management services. It’s the 500-pound gorilla of e-magazines in China: it has a hosting deal with all of the four celebrity magazines mentioned in “celebrity brand” section above, and a large stable of digital versions of popular print titles to boot. In addition to providing reading material, ZCom also hosts a magazine-oriented SNS, where netizens can discuss particular titles, articles, or other e-mag-related topics. As befits an SNS portal that grew out of a photo-sharing service, Poco’s e-magazine section features the photography magazine Interphoto at the top of the front page. Poco’s flagship title is Pocozine, a fashion-oriented urban lifestyle magazine. Brand presence in Poco’s in-house titles matches the promotional campaigns that appear throughout the rest of its online offerings: ice-cream brand Magnum, for example, is running a game on Poco’s SNS (see this earlier Friday 5) and has a section in the current issue of Pocozine that features a number of photographers and a free photo instant message promotion (page 21). Poco also hosts digital versions of major titles like Betty’s Kitchen and Auto Magazine along with a vast array of e-magazine startups. iebook is an e-magazine developer with a slightly different focus: corporate and organizational publications. Listed on the front page are ready-made plans for e-pamphlets for companies and government agencies, advertising circulars, media and educational institutions, and wedding photography. iebook has a few brand-name clients, such as the Ray Li stable of fashion magazines.

/// AjS

[Friday 5 is the product of my work at Edelman Digital (China). Link here for the full Friday 5 archive. If you'd like to be added to the bilingual (English & Chinese) Friday 5 email distribution list, please send me an email at: adam DOT schokora AT edelman DOT com.]

:: a video of a Chinese kid recreating the original Super Mario Brothers theme song with a remote control car toy and wine bottles. Bravo, well done.  // AjS

:: Kaixin001.com, the wildly popular Chinese social networking site, appears to have opened up its platform to full-on branded campaigns and mini-sites! Brands have always had a presence on Kaixin001 as part of the site’s casual games / applications (Parking Wars, Buy a House, Send a Gift, Buy / Sell Friends, etc.) but the site seems to have upped the anti with the release of a new game / application yesterday called “Special Treatment” (非常礼遇), which is presented almost entirely as a branded Magnum (Unilever product) ice cream-branded effort, see below:

I won’t get into the specifics of the game, but in short, it revolves around publicly “teasing” your friends on the site and a resulting individual ranking among all participants. The higher your rank, the more opportunities you get to tease your friends and the more ways you get to do it. All pretty straight forward and very much done-before stuff, but, what’s interesting is 1) how boldly with game / application is presented as Magnum-branded within the Kaixin001 ecosystem, and 2) that success in the game is linked to offline purchases of Magnum ice cream bars (novel!). Gaming codes can be found on the sticks of Magnum bars and redeemed directly on the site or via mobile phone for more “teasing” opportunities / methods, etc. I can’t recall seeing anything like this on other Chinese social networking sites; definitely a first for Kaixin011. See below:

As the campaign just came out, it’s too early to know if and how it will be successful, or if it will lead to more brands opening up shop within Kaixin001. But, it’s worth keeping an eye on as another way brands are trying to engage with target audiences online in China.

In the meantime, what I want to know is if the Kaixin001 team created the application and approached Magnum for brand involvement, or was it the other way around? If the latter, who’s behind the campaign for Magnum, does anyone know? I’m curious about the costs involved for Magnum, thoughts? It’s also interesting to note that the offline purchase element of the game seems to only be offered in Beijing and Shanghai – that seems like a massively missed opportunity, but I can understand the possible logistics issues involved.  // AJS

[UPDATE: I've learned from Kaixin001 directly that the campaign at this stage is just an experiment and that the site is not openly cooperating with brands on this scale, not yet anyway. They want to see users' reaction first, then they may consider similar brand campaigns in the future. If the campaign goes over well with users, I can imagine Kaixin001 charging huge amounts of money for brands to do this kind fo stuff inside it's domain: some of the priciest real estate online in China.]

:: taken at a Shanghai Foreign Correspondents Club event in which Danwei.org founder and editor Jeremy Goldkorn addressed a full house with insightful and humorous anecdotes from his 15 years of experience in China’s online and offline media world. [Please take notice of Jeremy's quasi-jewfro shadowed on the projector screen, superb!]

The following evening I had the indescribable pleasure of having Mr. Goldkorn at my home for dinner, during which he was gracious enough to introduce me to an old-school Internet meme of monumental vileness: Goatse. Thanks Jeremy.  // AjS

[full disclosure: I am a contributor to Danwei.org]

:: audio podcasts are fairly scarce on the Chinese Internet, but it’s hard to pinpoint a key reason for this. Perhaps it’s because there are no painless, all-in-one automated subscription systems for downloading podcasts from the Internet comparable to iTunes and similar systems that have had success abroad. The technical aspects of transferring podcast updates to MP3 players and other handheld devices may be a barrier to widespread adoption. Or maybe the rollout of podcast services by major blogging platforms was eclipsed by the rise of video websites in China, which followed closely on their heels.

The Chinese word for podcast, 播客, encompasses both audio and video media these days, but netizen-generated video clips are far more common than audio podcasts. Exclusively audio podcasting platforms have unfortunately all but disappeared on the Chinese Internet.

Likewise, the few independent podcasts that became popular have reached the end of their lifespan with nothing to take their place. Antiwave was wildly popular when it started in 2005, and received significant coverage in the mainstream media over the following two years. But, its creators turned to other pursuits in 2008 and it has updated very rarely since a relaunch late last year.

Listed below are some examples of well-known Chinese podcasts and podcast aggregators.

Princess Remy  |  黑米公主
A woman from Taiwan who’s currently living in Europe records podcasts under the name Princess Remy (RSS http://princessremy.podspot.de/rss ). She’s produced more than 550 episodes since 2006; for the first year she released one short episode more or less every day, slowed down slightly the second year, and currently does about one a week. Her subject matter ranges widely, from fashion, to European culture, to issues involving Taiwan. Princess Remy frequently turns up on lists of recommended podcasts that circulate on the Chinese mainland.

Justing  |  静雅思听
A wealth of educational podcasts on a wide range of topics, from daily life and contemporary culture to history and law to language learning to stories and anecdotes. One major source of content is blog posts and columns that authors have agreed to let Justing convert into podcasts so that young white-collars can listen to them during dead time when they’re away from their computers: during commutes, waiting in lines, before bed-time, or in particularly boring meetings. The podcast archive (available through iTunes) starts in 2007. Notable contributors include cross-cultural blogger Zhai Hua, popular historian Shel JeAnns, and economist Ding Xueliang.

Piekee  |  派派网
This podcasting platform was founded in 2005 and currently offers blogs with integrated podcasting functionality. Featured on the front page this week is a post on Arbor Day (March 12) by leading podcaster Feixiang (DJ飞翔), several dramatic readings, and a history of jeans presented by “Transhon Studios” (书琴杯剑). The site has its own community, but Piekee has made the odd decision to wall itself off from the rest of the Internet: there’s no RSS provided. In addition, listeners are mostly restricted to in-browser media players, unless the podcaster has specifically chosen to make downloading available. Although this follows the practice of major video websites, it doesn’t give these podcasts the wider exposure they’d get through feed subscriptions and iTunes browsing: listeners are unable to transfer most of Piekee’s podcasts to offline MP3 players and handheld devices.

Converted Phoenix TV podcasts
Some of the most popular podcast feeds have been converted from talk shows, with Phoenix TV being one of the major sources. Perhaps the most widely-known is “Behind the headlines with Dou Wentao” (锵锵三人行) (RSS feed), an interview show that discusses the issues of the day. Since the 20-minute daily show is basically all conversation, it works quite well as an audio-only podcast. Noted cultural critic Leung Man-tao hosts another PhoenixTV talk show, “8 Minutes Reading” (开卷八分钟) (RSS feed), which introduces listeners to different book each episode. Lu Yu’s popular celebrity interview show, “A Date with Lu Yu” (鲁豫有约) (RSS feed) is also available in podcast form.

Sohu Holds Forth  |  搜狐侃事
This series is a joint project between Sohu, which provides netizen-generated content, and China Radio, which hosts the programs. Episodes come out approximately every week and are about ten minutes long. They’re usually devoted to subject matter taken from one of Sohu’s special focus sections. A host recaps the situation and then reads off BBS postings from netizens. Recent topics have included the boundaries online speech (podcast link). This topic started out with a discussion of the stabbing of well-known blogger Qianliexian to address the question of whether violence is ever a justified response to offensive blog posts, and whether bloggers should be more careful about what they write. Hengyuanxiang’s tasteless Spring Festival commercial (feature, podcast link), and the appropriateness of college students acting as nannies (podcast link) were other popular topics that were recapped on this program. Sohu’s wrap-up is packaged for use on China Radio, which means it has pauses for station breaks and then recaps the issues afterward (to some degree, most Chinese podcasts employ common radio announcer techniques like musical backgrounds and solemn diction). Like Piekee (and like many terrestrial radio stations that have an online presence), it doesn’t offer RSS, which limits its exposure.

For more podcasts in addition to the above examples, the best place to go is probably the Douban Podcast Group. Members share new podcasts they’ve discovered – both Chinese and foreign-language – and exchange tips for the best ways to listen.

// AjS

[Friday 5 is the product of my work at Edelman Digital (China). Link here for the full Friday 5 archive. If you'd like to be added to the bilingual (English & Chinese) Friday 5 email distribution list, please send me an email at: adam DOT schokora AT edelman DOT com.]

:: clever advertisements selling advertisement space in the Shanghai subway. These photos were taken at the People’s Square interchange station.

地铁广告: 形式包罗万”象.” “Subway advertisements: an all-inclusive format, WOW!” A play on the character “象” (pronounced xiang 4th tone, meaning elephant) in the phrase 包罗万象, which means all inclusive.

地铁广告: 体验”瞄”不可言. “Subway advertisements: experience for yourself something more wonderful and beautiful than words. WOW!” A play on the character “瞄” (pronounced miao 2nd tone) and the character “妙” in “妙不可言” (pronounced miao 4th tone), the former typically being used to represent a cat’s meow. 妙不可言 (pronounced miao4bu4ke3yan2) means something to the effect of indescribably marvelous and is often used sarcastically.

地铁广告: 创意”蝶”出不穷. “Subway advertisements: endless originality / innovation and creativity. WOW!” A play on the character “蝶” (pronounced die 2nd tone, the second character in 蝴蝶 – the word for butterfly) and the character ”喋” (also pronounced die 2nd tone) in the phrase 喋出不穷 (pronounced die2chu1bu4qiong2), which means something to the effect of things continuously coming one after another.

地铁广告: 宣传如”鱼”得水. “Subway advertisements: promotion that you need like a fish needs water / promotion that will thrive like a fish does in water. WOW!” A clever use of the phrase “如鱼得水” (pronounced ru2 yu2 de2 shui3).

地铁广告: 新线蓄势”袋”发. “Subway advertisements: the new line is prepared and ready to go. WOW!” A pun on the phrase “蓄势待发” (pronounced xu4 shi4 dai4 fa1) that replaces ”待“ (pronounced dai, 4th tone) with “袋” (also pronounced dai, 4th tone) but means pocket / pouch as in a kangaroo’s pouch. The phrase “new line,” I believe is is in reference to the new #7 subway line. Bravo, well done.  // AjS

:: the folks at Unlike have created a series (seven to date) of city guides that they boldly brand “the definitive city guide for the mobile generation.” The most recently profiled city is Shanghai and Unlike does a solid scan of the Shanghai scene. Heck, even locals will probably learn something from this well-crafted guide. And cheers on how utterly sensible it is for a mobile to double as a city guide.

Anyways, the guide is broken into six, helpful categories: Shop, Food, Hotel, After Dark, Art & Culture, Escapism

Each category lists best-in-category destinations along with vital information easily accessed from your mobile (address, hours, nearest subway, phone number, etc.).

I used the Berlin guide while traveling there and it dramatically enhanced my experience. I also played around with the Shanghai guide this weekend and visited boutique hotel, Jia Shanghai, which is ridiculously indulgent and stunning.

I have only two, simple suggestions for improving the guides: 1) include user recommended / uploaded 1 / 2 / 3 day itineraries (a la Lonely Planet) for those on a schedule and, 2) allow user comments, which will layer additional insight onto each write-up. User uploads / comments will only burnish further what is already a comfortably excellent guide. All in all, kudos to Unlike, who has created a guide that unlocks Shanghai for locals and visitors alike. // JL

[Jon Lombardo is a guest contributor on 56minus1.]

:: this video is the ninth in a Danwei.org series of short interviews conducted at this year’s Chinese blogger conference (cnbloggercon 2008, Guangzhou, November 15 & 16th).

In this interview, Guo “Daxia” (郭”大虾”), a controversial and prolific grassroots Chinese blogger well-known for tackling many of China’s most sensitive social issues on his blog (which has long been blocked / inaccessible in mainland China), discusses his experience blogging, “civic consciousness” in China, the influence social media is having on official policymakers, censorship, free speech / public discourse, and the Chinese government propaganda department loosing control.

This video is also available on Tudou for faster loading in China.

To see other interviews from this series, link here.

Filming, editing, and interviewing: Adam J. Schokora
Subtitles: Alice Liu
Music: B6

:: there has been a lot of talk on Danwei and Shanghaiist (and everywhere else online) about CCTV’s (China Central Television) real-time censorship / interruption of President Obama’s inaugural speech while it was being broadcast in China. The first clip below shows a CCTV news anchor suddenly and awkwardly cutting away to a 2nd-screen analyst just as President Obama and the live Chinese interpreter say: “earlier generations faced down fascism and communism” (keywords: “faced down” and “communism,” of course). The second clip below shows an uncensored and Chinese-subtitled version of the entire speech, courtesy of Youku BUZZ (thanks Kaiser & Steven). Pasted below the clips is a complete and uncensored Chinese translation of the inauguration speech, courtesy of Shanghaiist, with the censored content underlined. For a more detailed analysis of the incident, click here. // AjS

各位同胞：

今天我站在这里，为眼前的重责大任感到谦卑，对各位的信任心怀感激，对先贤的牺牲铭记在心。我要谢谢布什总统为这个国家的服务，也感谢他在政权转移期间的宽厚和配合。

四十四位美国人发表过总统就职誓言，这些誓词或是在繁荣富强及和平宁静之际发表，或是在乌云密布，时局动荡之时。在艰困的时候，美国能箕裘相继，不仅因为居高位者有能力或愿景，也因为人民持续对先人的抱负有信心，也忠於创建我国的法统。

因此，美国才能承继下来。因此，这一代美国人也必须承继下去。

现在大家都知道我们正置身危机核心，我国正在与四处蔓延的暴力和憎恨作战。我们的经济元气大伤——这既是某些人贪婪且不负责任的後果，也是大众未能 做出艰难的选择，对国家进入新时代做准备不足所致。许多人失去房子，丢了工作，生意萧条。我们的医疗太昂贵，学校教育让人失望。每天都有更多证据显示，我 们利用能源的方式壮大我们的对敌，威胁我们的星球。

这些都是得自资料和统计数据的危机指标。比较无法测量但同样深沉的，是举国信心尽失——持续担心美国将无可避免地衰退，也害怕下一代一定会眼界变低。

今天我要告诉各位，我们面临的挑战是真的，挑战非常严重，且不在少数。它们不是可以轻易，或在短时间内解决。但是，美国要了解，这些挑战会被解决。

在这一天，我们聚在一起，因为我们选择希望而非恐惧，有意义的团结而非纷争和不合。

在这一天，我们来此宣示，那些无用的抱怨和虚伪的承诺已终结，那些扭曲我们政治已久的相互指控和陈旧教条已终结。

我们仍是个年轻的国家，但借用圣经的话，摆脱幼稚事物的时刻到来了，重申我们坚忍精神的时刻到来了，选择我们更好的历史，实践那种代代传承的珍贵权利，那种高贵的理念：就是上帝的应许，我们每个人都是平等的，每个人都是自由的，每个人都应该有机会追求全然的幸福。

再次肯定我们国家的伟大，我们了解伟大绝非赐予而来，必须努力达成。我们的旅程从来就不是抄捷径或很容易就满足。这条路一直都不是给不勇敢的人走 的，那些偏好逸乐胜过工作，或者只想追求名利就满足的人。恰恰相反，走这条路的始终是勇於冒险的人，做事的人，成事的人，其中有些人很出名，但更常见的是 在各自岗位上的男男女女无名英雄，在这条漫长崎岖的道路上支撑我们，迈向繁荣与自由。

为了我们，他们携带很少的家当，远渡重洋，追寻新生活。
为了我们，他们胼手胝足，在西部安顿下来；忍受风吹雨打，筚路蓝缕。
为了我们，他们奋斗不懈，在康科特和盖茨堡，诺曼地和溪山等地葬身。
前人不断的奋斗与牺牲，直到双手皮开肉绽，我们才能享有比较好的生活。他们将美国视为大於所有个人企图心总和的整体，超越出身、财富或小圈圈的差异。

这是我们今天继续前进的旅程。我们仍旧是全球最繁荣强盛的国家。这场危机爆发时，我们的劳工生产力并未减弱。我们的心智一样创新，我们的产品和劳务 和上周或上个月或去年相比，一样是必需品。我们的能力并未减损。但是我们墨守成规、维护狭小利益、推迟引人不悦的决定，这段时期肯定已经过去。从今天起， 我们必须重新出发、再次展开再造美国的工程。

我们无论朝何处望去，都有工作必须完成。经济情势需要大胆、迅速的行动，我们将有所行动，不光是创造新工作，更要奠定成长的新基础。我们将造桥铺 路，为企业兴建电力网格与数位线路，将我们联系在一起。我们将让科学回归合适的用途，运用科技的奇蹟来提高医疗品质并降低费用。我们将利用太阳能、风力和 土壤作为汽车的燃料和工厂的能源。我们将让中小学及大专院校转型，因应新时代的需要。这些我们可以作到。我们也将会作到。

现在，有人质疑我们的雄心，暗示说我们的体系无法承受太多的大计画。这些人的记性不好。因为他们忘记了这个国家已经完成的成就，当创造力朝同一个目标发展，不受约束的男男女女可以完成何等成就，必要的是勇气。

怀疑者无法理解的是他们的主张已经站不住脚，长期以来折磨我们的陈腐政治争议已经行不通。我们今天的问题不是政府太大或太小，而是有无功效，是否能 帮助家庭找到薪水不错的工作，支付得起照顾费用，有尊严的退休。哪个方向能够提供肯定的答案，我们就往那里走。答案是否定的地方，计画就会停止。所有我们 这些管理大众金钱的人都将负起责任，花钱要精明，改掉恶习，正大光明作事情，只有这样我们才能重建政府与人民间最重要的信任。

我们眼前的问题也不是说市场的力量是善或恶。市场创造财富和增加自由的力量无与伦比，但是这场危机提醒我们没有监督时，市场发展将失控，当市场只偏 爱有钱人时，国家无法永续繁荣。我们经济成功的依据，不只是国内生产毛额的规模，还有繁荣可及的范围，以及我们将机会拓展给每个愿意打拚的人，不是因为施 舍，而是因为这就是达到我们共同利益最稳健的途径。

至於我们的共同防卫，让我们必须在自由和理想之间作一抉择，是错误的，我们拒绝接受。我们建国诸父在我们难以想像的危难之中。拟具了确保法治和人权 的宪章，被一代代以鲜血扩大充实的宪章。这些理想依然照亮这个世界，我们不会为了便宜行事而扬弃它。同样地，今日在观看此情此景的其他民族和政府，从最宏 伟的都城到家父出生的小村庄，我要说：任何一个国家、男、女、和孩童，只要你在追求一个和平且有尊严的未来，美国就是你的朋友，我们准备再次带领大家。

回想先前的世代力抗法西斯主义和共产主义，靠的除了飞弹和战车之外，还有强固的联盟和持久的信念。他们知道单单力量本身不足以让我们自保，也不能让 我们为所欲为。相反地，他们知道我们的力量因为谨慎使用而增强，我们的安全源自我们理想的正当性，我们所树立楷模的力量，以及谦逊和克制所具有的调和特 质。

我们是这些遗产的保存者。在这些原则的再次指引下，我们可以面对那些新的威胁，这些威胁有赖国与国间更大的合作与谅解方能因应。我们将开始以负责任 的方式把伊拉克还给它的人民，并在阿富汗建立赢来不易的和平。我们会努力不懈地与老朋友和昔日的对手合作，以减轻核子威胁，和地球的暖化。我们不会为我们 的生活方式而道歉，也会毫不动摇地保护它，对那些想要藉由带来恐怖与杀害无辜以遂其目的者，我们现在告诉你，我们的精神强过你们，无法摧折，你们不可能比 我们长久，我们必定打败你们。

因为我们知道，我们拼凑组合而成的遗产是我们的强处，而非弱点。我们是由基督徒和穆斯林，犹太教徒和印度教徒，以及非信徒组成的国家。我们由取自世 界四面八方的各种语文和文化所形塑。而且由於我们曾尝过内战和种族隔离的苦果，并且在走出那黑暗时期之後变得更坚强和团结，这让我们不得不相信旧日的仇恨 终究会过去，部族之间的界线很快就会泯灭。随着世界越来越小，我们共通的人性也会彰显，而美国必须扮演引进新和平时代的角色。

对穆斯林世界，我们寻求一种新的前进方式，以共同的利益和尊重为基础。那些想播植冲突并把自己社会的问题怪罪於西方的领袖，须知你的国民藉以判断你 的，是你能建立什麽，而非你能毁坏什麽。那些靠着贪腐欺骗和箝制异己保住权势的人，须知你门站在历史错误的一边，而只要你愿意松手，我们就会帮忙。

那些穷国的人民，我们保证会和你们合作，让们的农场丰收，让清流涌入，滋补饿坏的身体，喂养饥饿的心灵。而对那些和我们一样比较富裕的国家，我要说，我们不能再对国界以外的苦痛视而不见，也不能再消耗世上的资源而不计後果。因为世界已经变了，我们也要跟着改变。

在我们思索眼前道路的此际，我们以谦虚感激的心想到，有些勇敢的美国同胞正在遥远的沙漠和山岭上巡逻。今天他们有话要对我们说，就和躺在阿灵顿（公 墓）的英雄们世世代代轻声诉说的一样。我们尊荣他们，不只因为他们扞卫我们的自由，更因为他们代表着服务的精神；愿意在比自己更大的事物上找寻意义。而在 此刻，能够界定一个世代的此刻，必须常驻你我心中的，正是这种精神。

即使政府能做和必须做，这个国家最终仍得靠美国人民的信念与决心。在堤防决堤时，是人们的善心，让他们招待陌生人。是工作人员的无私，让他们宁可减 工时，也不愿看到朋友失业，陪伴我们度过最黑暗时期。是消防员的勇气，让他们冲进满是浓烟的楼梯间。是父母心甘情愿培育孩子，最终决定我们的命运。

我们的挑战也许是新的，我们迎接挑战的工具也许是新的，但我们赖以成功的价值观─辛勤工作和诚实、勇气和公平竞争、容忍和好奇心、忠实和爱国心─这 些都是固有的。这些价值是真实的，是我们历史上进步的沉默力量。我们有必要找回这些真实价值。我们现在需要一个勇於负责的新时代，每一个美国人都体认到我 们对自己、对国家、对世界负有责任，我们不是不情愿地接受这些责任，而是欣然接受，坚信没有什麽比全力以赴完成艰难的工作，更能得到精神上的满足，更能找 到自我。

这是公民的代价和承诺。
这是我们信心的来源，体认上帝召唤我们创造不确定的命运。
这是我们的自由和信条的真谛，为什麽不同种族和信仰的男女老幼能在这个大草坪上共同庆祝，为什麽一个人的父亲在不到六十年前也许还不能进当地的餐厅用餐，现在却能站在你们面前做最神圣的宣誓。

让我们记住这一天，记住我们是谁、我们走了多远。在美国诞生这一年，在最寒冷的几个月，在结冰的河岸，一群爱国人士抱着垂死的同志。首都弃守，敌人进逼，雪沾了血。在那时，我们革命的成果受到质疑，我们的国父下令向人民宣读这段话：

“让这段话流传后世，在深冬，只剩下希望和美德，这个城市和这个国家，面临共同危险，站起来迎向它。”

美国，面对我们共同的危险，在这个艰困的冬天，让我们记得这些永恒的话语。怀着希望和美德，让我们再度冲破结冰的逆流，度过接下来可能来临的暴风 雪。让我们孩子的孩子继续流传下去，说我们受到考验时，我们拒绝让旅程结束，我们不回头，也不踌躇；眼睛注视着远方，上帝的恩典降临我们，我们带着自由这 个伟大的礼物，安全送达未来的世世代代。

愿上帝保佑你们，上帝保佑美利坚！