小红书网红打卡地翻车事件已经过去了一段时间，经济学人之前就发表过一篇有关“网红地打卡”的文章，分析了年轻人“打卡”背后的心理原因。借此事件，咱们一起来回顾一下这篇文章。原文通读Uploading a picture or video from a photogenic spot to sites such as Douyin and Kuaishou is known in China as daka, meaning “punching the card”. The word is also used to refer to the practice of registering your presence at a location that has already become hot, such as Hongyadong. The aim is not to produce a well-crafted video or beautiful photograph, but simply to show that you have also been to the places that are popular. The beauty of the attraction is less important than the fact that people are flocking there to daka.A subculture has developed of young people who embrace daka as a lifestyle. So-called daka zu—“daka tribes”—can be found roaming Chongqing and other cities, checking in at as many hot locations as possible within a single day. Guides can be found online, to show the most efficient ways to achieve this. Companies offer “daka tours”. Douyin users can use the app to create “daka videos”: super-speed slideshows of themselves at daka sites.Riding the tideJust as shops and restaurants in other countries try to attract customers with decorations that might be a backdrop for Instagrammable pictures, those in China try to make themselves as daka-friendly as possible: a coffee shop in Beijing built inside a shipping container, for example. Having enjoyed a surge of Douyin-inspired custom for as little as a month or so, some businesses close up shop and move elsewhere to capture another wave.The daka craze may have practical origins. China’s young urban professionals have little vacation time. In their first year at a company, employees can expect at most one day of vacation (other than public holidays). They are routinely expected to work overtime for no pay. So workers need to make the most of their limited leisure time. Douyin captures the mood with its slogan: “Make every second count.” 仅节选部分内容第一遍下来你读懂了多少呢，下面一起进入精读环节吧：
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Uploading a picture or video from a photogenic spot to sites such as Douyin and Kuaishou is known in China as daka, meaning “punching the card”. The word is also used to refer to the practice of registering your presence at a location that has already become hot, such as Hongyadong. The aim is not to produce a well-crafted video or beautiful photograph, but simply to show that you have also been to the places that are popular. The beauty of the attraction is less important than the fact that people are flocking there to daka.参考译文：将照片或视频从一个网红景区上传到抖音或快手等网站在中国被称为“打卡”。这个词也用来指在一个已经很火的地方证明你的存在，比如洪崖洞。这样做的目的不是为了制作一段精美的视频或一张漂亮的照片，而是简单地表明你也去过一些受欢迎的地方。景点美不美并不重要，都涌向那里打卡才重要。▻抖音那么多景点热门视频，引得无数网友争相前往，催生了打卡网红景点这一做法。本段先为老外介绍了拼音“Daka”是啥意思，分两部分：解释定义+评论打卡目的。Uploading a picture or video from a photogenic spot to sites such as Douyin and Kuaishou is known in China as daka, meaning “punching the card”. The word is also used to refer to the practice of registering your presence at a location that has already become hot, such as Hongyadong. 将照片或视频从一个网红景区上传到抖音和快手等网站在中国被称为“打卡”。这个词也用来指在一个已经很火的地方证明你的存在，比如洪崖洞。▻upload和上文的post，以及share都是同义词，都是“上传”的意思。▻photogenic spot中photogenic表示“上镜的，上相的(looking attractive in photographs)” 比如I'm not very photogenic. 我不大上相。photogenic spot也是“网红景区”一种表达方式。▻表示上相，还可以这么说：▻接着来看be known in China as daka, meaning “punching the card”，meaning这里是现在分词做后置定语，因为和daka之间是主动关系，所以用现在分词。▻punch the card中punch有“击打”的意思。在没有各种面部识别打卡机器和应用之前，工作地点都是用一张卡插入机器来打卡上下班的，英文就是punch in / out用记时卡登录(上、下班)时间；刷记时卡 ( to record the time you arrive at / leave work by putting a card into a special machine)。▻the practice of registering our presence中practice表示“做法”，of后面解释了具体的做法——register the presence。它的字面意思是“登记某人的存在”，我觉得无需知道register在这里的确切意思，实际上词典上也找不出对应的意思，但是我们能理解，就是“证明来过这里”。▻这两句话重复的部分有点多，我们合并一下，来解释什么是“打卡网红景区”?Uploading a picture or video from a photogenic spot to sites such as Douyin and Kuaishou to register your presence is known in China as daka, meaning “punching the card”.背下来，以备不时之需。The aim is not to produce a well-crafted video or beautiful photograph, but simply to show that you have also been to the places that are popular. The beauty of the attraction is less important than the fact that people are flocking there to daka.这样做的目的不是为了制作一段精美的视频或一张漂亮的照片，而是简单地表明你也去过一些受欢迎的地方。景点美不美并不重要，都涌向那里打卡才重要。这两句开始评价打卡的目的。▻首先第一句是由not...but...（不是...而是...）串起来的，有些考试当中，会抠出but这个空来考察，所以一定要对这个搭配敏感。▻produce a well-crafted video中produce和题目中的create可以互换。▻well-crafted表示“精心制作的”。craft作为动词，总得来说和make差不多，但更侧重(用手工)精心制作（to make sth using special skills, especially with your hands）。▻所以“工匠，手工艺人”可以表示成craftsman，或者artisan。“匠人精神”是个热词，英文是artisan spirit，artisan比craftsman更加贴切一些，突出这门工艺的艺术性。▻第二句话，The beauty of the attraction is less important than the fact that people are flocking there to daka.虽然出现了比较级，但是却不能直白地说成“XX没XX重要”，这不符合中文表达，应该翻译成“XX并不重要，XX才是重要的”。▻回译一下，看到“XX并不重要，XX才是重要的”，你是否会想起来用“less important than”这样的结构呢？当然这里的“重要”可以换成其他形容词。
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A subculture has developed of young people who embrace daka as a lifestyle. So-called daka zu—“daka tribes”—can be found roaming Chongqing and other cities, checking in at as many hot locations as possible within a single day. Guides can be found online, to show the most efficient ways to achieve this. Companies offer “daka tours”. Douyin users can use the app to create “daka videos”: super-speed slideshows of themselves at daka sites.参考译文：年轻人将打卡作为一种生活方式，已经形成了一种亚文化。所谓的“打卡族”，在重庆和其他城市都可以看到，他们会在一天之内尽可能多地去热门地点签到。指南可以在网上找到，来展示如何最有效地实现单日最大打卡。公司提供“打卡之旅”。抖音用户可以使用该应用创建“打卡视频”：在打卡网站上播放自己的超高速滑动相册。▻下面两段讲的是社交媒体，以及“打卡”，尤其是打卡网红地点对年轻人和商家带来的影响——变成了年轻人的生活方式，也带火了商家。A subculture has developed of young people who embrace daka as a lifestyle. 年轻人将打卡作为一种生活方式，已经形成了一种亚文化。▻先说一下这句的语法：A subculture（主语） has developed（谓语动词） of young people who embrace daka as a lifestyle（of相当于among，在...之中。）.▻subculture的构词是sub+culture。sub-在这里表示“次要的、亚于的、非主流的、非主要的”。▻“亚文化”又称集体文化、副文化或次文化，指与主文化相对应的那些非主流的、局部的文化现象，指在主文化或综合文化的背景下，属于某一区域或某个集体所特有的观念和生活方式，一种亚文化不仅包含着与主文化相通的价值与观念，也有属于自己的独特的价值与观念。▻网上有小可爱总结了一些非主流，亚文化现象，比如：01.二次元文化（cosplay，ACGN，同人文学），02.街头文化（滑板、街舞、说唱、涂鸦、DJ等），03.军迷文化（军备控、军事爱好者），04.哥特文化（洛丽塔、吸血鬼等），05.朋克文化（视觉系、摇滚等），06.LGBT文化（非异性恋群体），了解一下即可。▻需要注意的是本句中和subculture搭配的develop，翻译成“形成”是最符合汉语表达习惯的，但是中译英的话，“形成”我们可以会用form, take shape等。develop也可以表示“形成”，比如培养，形成一种习惯可以表达成develop a habit。找到了某种方法用develop a way to do sth。积累下来。▻embrace daka as a lifestyle注意一下embrace和lifestyle的搭配，embrace这里表示“欣然接受（to accept an idea, a proposal, a set of beliefs, etc., especially when it is done with enthusiasm）”比如，年轻人应该有健康的生活方式，拒绝熬夜，按时吃饭。Young people should embrace a healthy lifestyle，quitting being a night owl and reaching the dinner table on time.So-called daka zu—“daka tribes”—can be found roaming Chongqing and other cities, checking in at as many hot locations as possible within a single day.所谓的“打卡族”，在重庆和其他城市都可以看到，他们会在一天之内尽可能多地区热门地点签到。▻先说语法，有两个点：①can be found roaming XX 这个语法点请速速呼应题目中的where you’re seen to have been。题目处说了，如果是动词不定式做宾补的话，主动句中这个to要省略，而在被动句中to要还原。但是宾补是其他非谓语形式（doing, done），变成被动形式的话，就没有特别的讲究了，这里很明显主动形式是XX find daka tribes roaming...，变成被动就成了原文的样子，roaming依旧是roaming。②checking in...是现在分词做伴随状语，伴随状语一般放在主句的后面，非谓语动作和主句谓语动作相伴随发生。▻再来看语言点：①roam这个词表示“闲逛”，在重庆的街头走一走。同义词有我们熟悉的wander和ramble。这三个词主要从词性上来区分。roam是及物动词，后面直接跟表示地点的宾语，请结合这里的roam Chongqing and other cities. wander可以是及物的，也可以是不及物，基本上有点两面三刀。而ramble是不及物动词，跟宾语的话要加上介词，比如，We spent the summer rambling in Ireland.我们花了一个夏天漫游爱尔兰。记忆动词一定要记词性。②check in(at)我们都知道表示“在旅馆，机场等登记，报到”。这里稍微一想，也能感觉出来它是daka的同义词，和上一段的register作用差不多。同义词替换，拒绝一词短距离内重复是英文表达的一个重要特点，这也是读外刊的其中一个意义所在。③hot locations中的hot呼应了之前出现的popular, hot-trending。Guides can be found online, to show the most efficient ways to achieve this. Companies offer “daka tours”. Douyin users can use the app to create “daka videos”: super-speed slideshows of themselves at daka sites.指南可以在网上找到，来展示如何最有效地实现单日最大打卡。公司提供“打卡之旅”。抖音用户可以使用该应用创建“打卡视频”：在打卡网站上播放自己的超高速滑动相册。▻这几句话解释了：①为什么年轻人能够实现最大化单日网红地点打卡：Guides can be found online, to show the most efficient ways to achieve this. Companies offer “daka tours”.▻网上有指南，以及有公司在运作“打卡之旅”，何患无卡可打呢？但往往这个时候就会暴露出年轻人没有深度情趣，缺乏独立思考的能力的缺陷。▻这句强调一个语法点，to show the most efficient ways to achieve this是个动词不定式，在整个句子中做的目的状语。但是如果表示“XX的指南”，要表达成guide to sth, 比如，a Guide to Family Health家庭健康指南。这时to是介词，后面一般跟名词，代词，动名词。②年轻人打卡为了啥？一个字：炫耀。Douyin users can use the app to create “daka videos”: super-speed slideshows of themselves at daka sites.抖音用户可以使用该应用创建“打卡视频”：在打卡网站上播放自己的超高速滑动相册。▻super-speed slideshows中slideshow表示“幻灯片放映”，“幻灯片”是slide，可数。这里翻译成“幻灯片放映”，总觉得不是手机使用词汇。我们都知道它指的是“可以滑动的像壁纸一样的相册”，那玩意儿就可以表示成slideshows。
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Just as shops and restaurants in other countries try to attract customers with decorations that might be a backdrop for Instagrammable pictures, those in China try to make themselves as daka-friendly as possible: a coffee shop in Beijing built inside a shipping container, for example. Having enjoyed a surge of Douyin-inspired custom for as little as a month or so, some businesses close up shop and move elsewhere to capture another wave.“站在风口上，猪也能飞起来”就像其他国家的商店和餐馆努力用可能成为instagram图片背景的装饰来吸引顾客，中国的商店也试图让自己尽可能地变得打卡友好型：比如，北京的一家咖啡店建在一个集装箱里。在短短一个月左右的时间里，一些商家就享受到了抖音文化带来的消费热潮，之后他们便纷纷关门大吉，搬到其他地方去寻找另一波消费热潮。先来看一下题目：Riding the tide▻ride the tide也可以写作ride the wave，表示“受益于某事；乘…之势（to enjoy or be supported by the particular situation or quality mentioned）”。▻我给翻译成了“站在风口上，猪也能飞起来”，而且加了引号。可能不少同学知道这是雷军的话，雷军就是站在了大屏智能手机兴起的风口上，所以小米火了。这里指就着网红地点的劲儿，任何与此相关的爆款商家都能发财。▻而“风口”也成为了“某事物时兴，某事物流行当道”的代名词，比如“站在移动互联网的风口上”。▻看到ride这个词，可能会想到free rider，字面上是“搭便车的人”，也是以美国为首的西方国家给中国扣的帽子。不过历史上哪个超级大国的崛起，不是乘着别人的东风，欧洲列强不借助殖民地的东风，哪来的金山银山，海外市场？美国不借助两次世界大战的东风，毛头小子怎么变成世界霸主？我们只是勤勤恳恳抓住了重要的战略机遇期，遭人妒忌就遭人妒忌吧，一切为了发展，一切都会进步，变好。▻“搭便车”经济学人还用了这样的表达：Robust growth in America and Europe has given Chinese firms a lift.美国和欧洲经济增长强劲，让中国企业借到了东风。▻根据上述所讲，我们总结一下：英文：ride the tide, ride the wave, give sb/sth a lift, free rider中文：风口、东风、搭便车、乘着...的东风、站在...的风口上。Just as shops and restaurants in other countries try to attract customers with decorations that might be a backdrop for Instagrammable pictures, those in China try to make themselves as daka-friendly as possible: a coffee shop in Beijing built inside a shipping container, for example.就像其他国家的商店和餐馆努力用可能成为instagram图片背景的装饰来吸引顾客，中国的商店也试图让自己尽可能地变成打卡友好型：比如，北京的一家咖啡店建在一个集装箱里。▻backdrop表示“背景，背景物”，经常用到它的一个地方是against a/the backdrop of（在...的背景下），也可以用against a background of，注意搭配的是介词against。比如，正是在这种紧张不安的背景下，投资者猜测新的刺激措施将出台。It is against this jittery backdrop that investors are speculating about a new stimulus.（jittery表示紧张不安的，相当于nervous，高频词。）▻daka-friendly中friendly是个非常友好的搭配词，从“友好的”（现在中文也仍然常常这样直译）转义为“方便某人的”、“对…有益的”。比如，environmentally friendly products或eco-friendly products不污染或少污染环境的产品。更多的是前面加上名词，或者再加上连字符（hyphen）。比如user-friendly方便使用者的, pet-friendly hotels允许带宠物入住的旅馆, disability-friendly college方便残疾人就读的大学, Windows-friendly Macs能兼容视窗的苹果电脑。▻for example做为插入语，位置相当灵活，前中后三个位置全部通关。大家也可以灵活地将它放在中间和最后，因为放前面的时候实在太多了。位置一换，新鲜感和好感度都增加了。▻shipping container可数名词，运货集装箱。这几句话道出了现在中外商家的营销手段，借助社交媒体和消费者的打卡行为。注意几个关键词，“shops and restaurants”，“attract customers”，“decorations”，“backdrop”，“daka-friendly”。咱们给读熟了，达到背诵的程度。Having enjoyed a surge of Douyin-inspired custom for as little as a month or so, some businesses close up shop and move elsewhere to capture another wave.在短短一个月左右的时间里，一些商家就享受到了抖音文化带来的消费热潮，之后他们便纷纷关门大吉，搬到其他地方去寻找另一波消费热潮。▻surge表示“激增”，上文已经提及过了，常用来修饰物价，或者利润。这里显然是利润的暴增。▻Douyin-inspired custom中-inspired表示“由...产生的，由...引起的，由...激发的”。用inspire要比caused, brought要好，对应了surge这个词。▻custom这里算是熟词僻意，是不可数名词，表示“ (顾客对商店的)惠顾，光顾（the fact of a person or people buying goods or services at a shop / store or business）”比如，We've lost a lot of custom since prices went up.自从价格上涨以来我们失去了很多主顾。比如，网上购物的兴起，让实体店失去了大量客户。With the emergence of online shopping, bricks and mortar retailers have been losing a large stream of custom.▻as little as a month or so短短一个月左右的时间。这个直接套用，“短短多久”就可以统一表示成as little as+时间。or so表示“左右，大约”，代替about, around。▻close up shop表示“关门，停业，歇业（close up shop to stop doing something for a period of time or permanently）”，比如，When it rains, there is no alternative but to close up shop.下雨就只有关门停业，别无选择。▻move elsewhere中elsewhere是副词，相当于一个介词短语，比如大家回到原文看一下，这里elsewhere就等于in other parts/places。外刊中比比皆是，比如in China and elsewhere.▻capture another wave表示“寻找下一波消费热潮，寻找下一个爆款”。什么匠人精神，什么百年老店，都抵不过浮躁的网红店带来的热潮。▻这句话我们看一下组句方式，回译后，我们可能会翻译为After enjoying a surge of Douyin-inspired custom for as little as a month or so, some businesses...，而原文用的“having done+主句”这样的形式。非谓语having done做状语，表示的是非谓语动作明显先于谓语动词之前发生，不是表示完成，比如Having finished his homework, he went out for play.所以当动作有先后表示的时候，我们可以考虑用这种结构。
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The daka craze may have practical origins. China’s young urban professionals have little vacation time. In their first year at a company, employees can expect at most one day of vacation (other than public holidays). They are routinely expected to work overtime for no pay. So workers need to make the most of their limited leisure time. Douyin captures the mood with its slogan: “Make every second count.” 参考译文：我们也许会在现实中找到打卡热潮产生的原因。中国都市职场年轻人几乎没有假期。在公司的第一年，员工最多只能有一天假期(公共假期除外)。他们经常被要求无偿加班。因此，员工需要充分利用有限的闲暇时间。抖音用它的口号抓住了这种情绪:“让每一秒都有意义”。▻最后一段总结，并带出打卡狂潮的起源。▻the daka craze中craze表示“风行一时的东西（an enthusiastic interest in sth that is shared by many people but that usually does not last very long; a thing that people have a craze for）”▻一般不会持久，相当于fad。同时，如果不仔细区分的话，它可以和mania, frenzy等划等号。比如，Keep-fit mania has hit some of the girls in the office.健身热让办公室里的几个女孩着迷。▻一年一度的双十一狂欢节，外媒标题里总是少不了frenzy，比如，China’s annual shopping frenzy shatters record again.（中国一年一度的购物狂潮再一次刷新纪录）。▻China’s young urban professionals 中国年轻的都市职场人，记住就可以。在外卖、快递、不健康的生活方式、职场上升、男女同工同酬等话题中都可以使用它。▻be routinely expected to work overtime for no pay这句话里routinely解释过了，和前面的commonly一个意思，表示“通常地”，代替平淡无奇的灰姑娘usually。▻be expected to do是这么用的，当你表示“XX要求XX做某事”，就可以舍弃ask, require, request这样特别直白生硬的词，然后换主语用be expected to do。比如，妈妈让我在下班回家的路上买吃的，舍弃My mother asked me to buy food on my way back home. 换成I was expected to buy food on my way back home.▻work overtime for no pay无偿加班的表达方式，扎心了。▻make the most of...充分利用，代替make full use of, take full advantage of。多读几遍。▻capture the mood抓住情绪。我觉得这个表达还挺有用的，任何成功的企业都是找对了消费者的痛点，比如，外卖平台抓住了年轻的都市职场人不愿意出门买饭的情绪。Meal-ordering platforms capture the mood among the young urban professionals that they are reluctant to go out buying food after a long and weary morning.▻起源可能如最后一段所说，但后期，社媒打卡行为演化为商家促销的手段、网红谋生的途径、年轻人爱炫的媒介。但是无脑地选择网红滤镜下的景点，说明了一个严峻的问题：年轻人独立思考的能力和情趣品味都在下降。切记入坑需谨慎，别到最后用大写的“坑”来形容网红景点。
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