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I believe our society's gotten to the point where you can't question, you can't provoke.
我觉得我们的社会已经到了你不能质疑，不能挑衅的地步。
You just have to adhere to consensus.
你必须得坚持共识。
For whatever value we think we're creating, I can guarantee you the end result is the establishment and maintenance of norms that do not reflect public consensus.
无论我们认为我们正在创造什么价值，我可以向你保证，最终的结果都会建立和维护无法体现公众共识的规范。
You need to be aware of the forces that influence your behavior, and cultural norms are a massive influence that we're often unaware of.
你得意识到影响你行为的力量，而文化规范是一种我们经常没有意识到的巨大影响。
Cultural norms are essentially group consensus at scale.
文化规范本质上是大规模的群体共识。
Norms lurk in the background.
规范是隐性的。
We rarely think about them, and unless we are actively challenging them and making sure they are valuable, they will eventually become 'collective illusions.'
我们很少想到它们，除非我们积极挑战它们并确保它们有价值，否则它们最终将成为“集体幻觉”。
Simply put, collective illusions are situations where most people in a group go along with a view they don't agree with, because they incorrectly believe that most people agree with it.
简单来说，集体幻觉是指群体中的大多数人会认同自己不认同的观点，因为他们错误地以为大多数人都认同这个观点。
And because the people themselves are upholding the illusion, only the people themselves can dismantle it.
因为这些幻觉是由人们维持的，所以也只有人们自己才能摧毁它。
As human beings, our brains are absolute energy hogs.
作为人类，我们的大脑是非常消耗能量的。
Your brain's always looking for ways to reduce energy expenditure.
你的大脑总在寻找减少能量消耗的方法。
Well, one of the best ways to do that is through the use of cultural norms.
如此，最好的方法之一就是使用文化规范。
There are things we agree to as a society that help us grease the wheels of social interaction, and they make life predictable for us.
作为一个社会，我们认同的一些东西可以润滑社会互动的车轮，让我们的生活变得可预测。
Cultural norms usually reflect the prior generation's group consensus, not our own.
文化规范通常反映的是上一代人的群体共识，而不是我们自己的。
Because we're born into them by and large, we just assume that this group consensus reflects something that is true and good, that people really want.
因为总体上来说，我们生来就像他们，我们只是假设这个群体共识反映了一些真实而美好的东西，体现了人们真正想要的东西。
But it's not correct--a lot of norms are just entirely arbitrary, and we need to be skeptical about norms because norms can exist for a very long time, not because they were ever true, but just because people don't question them.
但事实并非如此--很多规范非常武断，我们需要对规范持怀疑态度，因为规范的存在时间可能很长，并不是因为它们是对的，而是因为人们从不质疑它们。
The areas of the brain that track cultural norms are the same areas of the brain that process social information in general-- and a violation of a cultural norm will trigger the exact same error signal that your brain triggers when it is perceived that you are going against your group.
大脑中追踪文化规范和处理社交信息的区域通常是相同的--违反文化规范时所触发的错误信号，与大脑感知到你违背了群体时所触发的错误信号完全相同。
Artists throughout history, have played a role in purposely challenging norms.
纵观历史，艺术家们都在故意挑战规范方面发挥了作用。
We see them as a little weird and a little disconnected from society, because they're supposed to be.
我们觉得他们有点奇怪，有点与社会脱节，因为他们本该如此。
And that creates a 'permission structure' that allows them to hold a mirror up to us and say, "Is this really you?"
这创造了一种‘许可结构’，允许他们举着镜子质问我们，“这真的是你吗？”
"Is this what you believe?"
“你真的相信这个吗？”
Sometimes, you come back and say, "Absolutely it is."
有时，你会回过神来，说“这就是我。”
And you're offended that they even asked.
你甚至觉得他们的质问冒犯了你。
But a lot of times, it's the first crack in the norm that eventually breaks.
但很多时候，他们的质问会撕开你那终将崩溃的规范的第一条口子。
And as people start to talk about the artist and about the art, rather than the norm itself, it reveals the opportunity for people to reveal to each other, what they actually value, and the norm can disintegrate, and a new norm can emerge.
人们开始谈论艺术家和艺术，而不是规范本身，它体现了人们相互吐露心声的机会，他们真正重视什么，所以规范可能会瓦解，一个新的规范可能会出现。
Vietnam faced an incredible challenge with child malnutrition that had basically been impossible to solve through traditional top-down means.
越南面临着一个令人难以置信的挑战，儿童营养不良问题基本上不可能通过传统的自上而下的方法解决。
They finally addressed the problem and solved it through a completely different approach called 'Positive deviance.'
但他们最终解决了这个问题，而且是用了一种完全不同的方法解决了它，这种方法被称为“积极偏离”。
Start by actually going into communities and saying, 'Let's find the examples of people in these communities that are positive deviance.'
首先，我们要走进社区，告诉人们，‘找出社区中积极偏离的那些人。’
Meaning, whatever problem you're facing, like malnutrition, there's some family whose kids are not malnourished, even though they're under the same constraints as everybody else.
这意味着，无论你面临什么问题，比如营养不良，但总有一些家庭的孩子没有营养不良，虽然他们也和其他人一样条件有限。
They discovered that these mothers were supplementing the meager amounts of food the kids had with shrimp.
他们发现，这些孩子们的母亲是用虾去补充孩子们微不足道的食物。
Well, those were freely available and widely available sources of nutrition.
那可是免费又触手可得的营养来源。
But what they found out was, at some point, a norm had emerged in that community that said shrimp were harmful to kids.
但他们发现，在某个节点，那个社区出现了一种规范，说虾对孩子有害。
The mothers that were doing that were doing it in private.
给孩子吃虾的母亲都是悄悄做的。
They didn't want anybody else to know they were because they knew they were violating a cultural norm.
她们不想让其他人知道，因为她们明白自己违反了一种文化规范。
It wasn't enough to tell people to feed their kids shrimp-- they had to find these mothers and elevate their voices and allow them to communicate to other parents, and break that cultural norm.
只告诉人们给孩子吃虾远远不够--他们必须找到这些母亲，放大她们的声音，让她们跟其他父母交流，并打破这种文化规范。
But once they did, they made dramatic gains in child nutrition for decades.
但一旦他们这样做了，就能在几十年的儿童营养方面取得巨大进展。
The fact that we're so hung up on top-down, expert-driven solution to everything, is the only reason why positive deviance seems strange to us.
事实上，我们过于执着自上而下、专家驱动的解决方案，所以才觉得积极偏离行为如此奇怪。
But in reality, it's the only way you can ever drive social change under collective illusions that are rooted in cultural norms.
但在现实中，它是在根植于文化规范的集体幻觉下推动社会变革的唯一途径。
If you understand that fact, and you create the enabling conditions that allow everyday people to reveal who they really are to each other, these illusions can crumble in a hurry, and social change can happen at a scale and pace that would otherwise seem unimaginable.
如果你理解了这一事实，并创造有利的条件，让人们每天互相展示真实的自己，这些幻觉很快就会破灭，社会变革就能以不可想象的规模和速度发生。
