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不露脸网红的兴起
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不露脸网红的兴起
来认识一下不露脸的网红，他们吸引了数百万粉丝，正在悄然征服社交媒体。 
双语精读
Faceless influencers are spreading on social media
社交媒体上不露脸的网红越来越多
The most successful influencers put their lives in the limelight-and their faces all over your social-media feed. They are relentless at self-promotion.
最成功的网红把自己的生活置于聚光灯下，他们的脸会出现在你所有的社交媒体推送中。他们坚持不懈地自我推销。
But a new kind of creator is upending the internet's traditional model of success. Meet faceless influencers, who are attracting millions of followers and are quietly conquering social media, turning their anonymity into commercial gains.
但是一种新型的创作者正在颠覆互联网的传统成功模式。来认识一下不露脸的网红，他们吸引了数百万粉丝，正在悄然征服社交媒体，将自己的匿名身份转化为商业收益。
Their aesthetic is usually soothing, minimalist and domestic. Hands with glistening, manicured nails clasp iced coffees; nondescript figures lounge in cosy bedrooms.
他们的美学风格通常是治愈的、极简主义的、居家的。双手握着冰咖啡，指甲闪闪发亮、修剪精致；看不清脸的身影懒洋洋地躺在舒适温馨的卧室里。
Two things changed to give rise to the new faceless trend. One was the success of Asia's unnamed "silent vloggers", whose cinematic videos of daily life while stuck at home during the pandemic went viral.
两件事情发生了变化，从而催生了这种不露脸新趋势。一个是亚洲的匿名“无声视频博主”们的成功，他们在疫情期间被困在家时拍摄的如电影般的日常生活视频迅速走红。
The second was the desire of people to make money as influencers without devoting their whole lives to it. Faceless influencers emerged when "The Gen Z corporate girl wanted to make money on the side of her nine-to-five without the effort of getting camera-ready," says Fallon Lowery, a talent manager for influencers.
第二个是人们希望在不投入全部生活的情况下通过成为网红来赚钱。网红经理人法伦·劳厄里说，不露脸网红兴起的原因是“上班的Z世代女孩想在朝九晚五的工作之外赚点外快，但又不想费力气打扮上镜”。
Faceless influencers were also drawn to the incognito existence to avoid some of the harassment and hateful comments with which recognisable influencers are barraged.
不露脸网红也希望通过匿名形式而避免骚扰和恶意评论，能被人认出的网红常常遭受这些困扰。
"The biggest advantage has been the freedom it provides," says Victoria Ortega, who goes by Elysian Living and has around 6m followers across Instagram, TikTok and YouTube. (She posts about oven deep cleans and even her skincare routine, but without ever showing her whole face.)
“最大的优势就是不露脸能提供自由。”维多利亚·奥尔特加说，她的账号名字是“极乐生活”，在Instagram、TikTok、YouTube上有约600万粉丝。（她发布关于烤箱深度清洁的内容，甚至分享她的护肤步骤，但从未展示过她的整张脸。）
Brands, including Adobe and Amazon, have taken note of the appeal. "We have seen a huge uptick in brand collaborations with faceless creators," says Karim Nasri of Digital Streamers, an influencer marketing agency.
包括Adobe和亚马逊在内的一些品牌已经注意到了这种吸引力。“我们已经看到品牌与不露脸创作者的合作大幅增加。”网红营销经纪公司“数字流媒体”的卡里姆·纳斯里表示。
Such deals are most common with consumer-product lines, including technology and home organisation, because they let the items-instead of the people showing them-take centre stage.
这类合作在消费产品线中最为常见，包括科技用品和家居收纳，因为这些类型让产品而不是展示产品的人占据中心舞台。
Faceless influencers may be thriving today, but they are not immune to pressures. Some wonder whether they are more likely to be displaced by accounts that use artificial intelligence to create content cheaply.
不露脸网红或许在当下正蓬勃发展，但他们也不是没有压力。一些网红在想，他们是否更有可能被使用人工智能、低价创作内容的账号所取代。
"It can be challenging to differentiate myself since there's no physical identity attached, so it's important for me to always add a personal touch," such as a playful tone in her captions, says Ms Ortega.
奥尔特加说：“由于没有实体身份，要让自己有辨识度是很有挑战性的，因此对我来说，每次都添加一些个人色彩是很重要的。”比如她的文案总会有俏皮的语气。
词汇预习
- creator [高考]
美[kriˈeɪtər] | 英[kriˈeɪtə(r)]
n. 创造者；[计]创建者
n. 上帝 - corporate [高考]
美[ˈkɔːrpərət] | 英[ˈkɔːpərət]
adj. 法人的；公司的；社团的；共同的；全体的 - oven [高考]
美[ˈʌvn] | 英[ˈʌvn]
n. 烤箱；烤炉 - promotion [高考]
美[prəˈmoʊʃn] | 英[prəˈməʊʃn]
n. 提升；促进；晋升；促销 - aesthetic [高考]
美[esˈθetɪk] | 英[iːsˈθetɪk]
adj. 美学的；审美的；有美感的
n. (复数)审美观 - immune [高考]
美[ɪˈmjuːn] | 英[ɪˈmjuːn]
adj. 免疫的；免除的 - playful [高考]
美[ˈplefəl] | 英[ˈpleɪfl]
adj. 爱玩耍的；嬉戏的；开玩笑的 - desire [高考]
美[dɪˈzaɪər] | 英[dɪˈzaɪə(r)]
n. 渴望；愿望；欲望
v. 渴望；向往；要求 - centre [高考]
美[ˈsentər] | 英[ˈsentə(r)]
n. 中心；集中点
v. 居中；使集中
adj. 中心的；中央的 - media [高考]
美[ˈmiːdiə] | 英[ˈmiːdiə]
n. 传播媒介；(medium的复数)媒体；新闻媒介 - trend [高考]
美[trend] | 英[trend]
n. 趋势；倾向；方位
vi. 倾向；转向 - agency [高考]
美[ˈeɪdʒənsi] | 英[ˈeɪdʒənsi]
n. 代理；代理处；政府机构 - appeal [高考]
美[əˈpiːl] | 英[əˈpiːl]
n. 恳求；呼吁；上诉；吸引力
n. (体育比赛中)诉请裁决
v. 呼吁；有吸引力；求助；诉请 - routine [高考]
美[ruːˈtiːn] | 英[ruːˈtiːn]
n. 例行公事；常规；无聊
adj. 常规的；例行的；乏味的 - commercial [高考]
美[kəˈmɜːrʃl] | 英[kəˈmɜːʃl]
adj. 商业的
n. 商业广告 - identity [高考]
美[aɪˈdentəti] | 英[aɪˈdentəti]
n. 一致；身份；特征 - intelligence [高考]
美[ɪnˈtelɪdʒəns] | 英[ɪnˈtelɪdʒəns]
n. 智力；智慧；才智；（尤指关于敌国的）情报 - artificial [高考]
美[ˌɑːrtɪˈfɪʃl] | 英[ˌɑːtɪˈfɪʃl]
adj. 人造的；虚伪的；武断的 - existence [高考]
美[ɪɡˈzɪstəns] | 英[ɪɡˈzɪstəns]
n. 存在；生存 - brand [高考]
美[brænd] | 英[brænd]
n. 烙印；商标；牌子；标记
vt. 加污名于；铭记；打烙印 - self [高考]
美[self] | 英[self]
n. 自己；本性；自我
pron. 我自己；你自己；他或她自己
adj.同一的；纯净的；单一的
v. 近亲繁殖；自花授粉 - organisation [高考]
美[ˌɔːrɡənəˈzeɪʃn] | 英[ˌɔːɡənaɪˈzeɪʃn]
n. 组织；团体；条理 - cosy [高考]
美[ˈkoʊzi] | 英[ˈkəʊzi]
adj. 舒适温暖的；亲切友好的；相互勾结的
n. 保温套
v. 讨好 - lounge [高考]
美[laʊndʒ] | 英[laʊndʒ]
n. 休息室；候机室；起居室
v. 闲荡；懒散地斜靠 - on the side [高考]
美[ɑn ði saɪd] | 英[ɔn ðə said]
作为兼职； 作为副业； 私下 - domestic [高考]
美[dəˈmestɪk] | 英[dəˈmestɪk]
adj. 家庭的；国内的；驯养的
n. 佣人；家仆 - challenging [高考]
美[ˈtʃælɪndʒɪŋ] | 英[ˈtʃælɪndʒɪŋ]
adj. 挑战性的；有吸引力的 - turning [高考]
美[ˈtɜːrnɪŋ] | 英[ˈtɜːnɪŋ]
n. 旋转；回转；转向 - hateful [四级]
美[ˈhetfəl] | 英[ˈheɪtfl]
adj. 可恨的 - clasp [四级]
美[klæsp] | 英[klɑːsp]
n. 扣子；钩；紧握；握手
v. 扣紧；紧握；密切合作 - give rise to [四级]
美[ɡɪv raɪz tu] | 英[ɡiv raiz tu:]
v. 引起；使发生；导致 - immune to [四级]
美[ɪˈmjoon tu] | 英[iˈmju:n tu:]
对; 不受 ... 感染 - tone in [四级]
美 | 英
与……和谐，与……相配 - marketing [四级]
美[ˈmɑːrkɪtɪŋ] | 英[ˈmɑːkɪtɪŋ]
n. 市场营销；行销 - kind of [六级]
美[kaɪnd ʌv] | 英[kaind ɔv]
adv. 有点儿 - relentless [六级]
美[rɪˈlentləs] | 英[rɪˈlentləs]
adj. 冷酷无情的；不间断的 - differentiate [专四]
美[ˌdɪfəˈrenʃieɪt] | 英[ˌdɪfəˈrenʃieɪt]
vt. 区分；使差异；求导数
vi. 区别；产生差别；区别对待 - viral [专八]
美[ˈvaɪrəl] | 英[ˈvaɪrəl]
adj. 病毒的
n. 病毒式传播；【经】病毒式营销 - limelight [专八]
美[ˈlaɪmlaɪt] | 英[ˈlaɪmlaɪt]
n. 众人注目的中心；聚光灯；以灰光灯照射的舞台
v. 使受到注目 - harassment [考研]
美[həˈræsmənt] | 英[ˈhærəsmənt]
n. 骚扰；困扰
重点讲解
Faceless influencers are spreading on social media
社交媒体上不露脸的网红越来越多
relentless adj. 不放松的；不懈的
【例】her relentless pursuit of perfection
她对完美的不懈追求
his relentless criticism
他那不留情面的批评
a relentless autumn rain
绵绵不绝的秋雨
The most successful influencers put their lives in the limelight—and their faces all over your social-media feed. They are relentless at self-promotion.
最成功的网红把自己的生活置于聚光灯下，他们的脸会出现在你所有的社交媒体推送中。他们坚持不懈地自我推销。
relentless adj. 不放松的；不懈的
【例】her relentless pursuit of perfection
她对完美的不懈追求
his relentless criticism
他那不留情面的批评
a relentless autumn rain
绵绵不绝的秋雨
But a new kind of creator is upending the internet’s traditional model of success. Meet faceless influencers, who are attracting millions of followers and are quietly conquering social media, turning their anonymity into commercial gains.
但是一种新型的创作者正在颠覆互联网的传统成功模式。来认识一下不露脸的网红，他们吸引了数百万粉丝，正在悄然征服社交媒体，将自己的匿名身份转化为商业收益。
upend v. 打翻；颠覆
【例】She upended the chessboard because she was losing.
她把棋盘打翻了，因为她输了。
Indirectly, it is upending the international monetary system.
这件事间接地颠覆了国际货币体系。
【拓展】turn sth upside down 让某物上下颠倒；打翻
anonymity n. 匿名
【例】He agreed to give an interview on condition of anonymity.
他同意在不透露姓名的条件下接受采访。
【拓展】anonymous adj. 匿名的；不知姓名的
pseudonymous adj. 用假名的
【例】an anonymous/pseudonymous donor
不知姓名的/用假名的捐赠者
Their aesthetic is usually soothing, minimalist and domestic. Hands with glistening, manicured nails clasp iced coffees; nondescript figures lounge in cosy bedrooms.
他们的美学风格通常是治愈的、极简主义的、居家的。双手握着冰咖啡，指甲闪闪发亮、修剪精致；看不清脸的身影懒洋洋地躺在舒适温馨的卧室里。
manicure v. 修剪指甲
【例】You could help me style my hair, manicure my nails.
你可以帮我做发型、修指甲。
【拓展】get my nails done 去做美甲
nail technician 美甲师
nail salon 美甲店
manual adj. 手动的；用手的
give rise to sth 使某事发生；导致
【例】The film's success gave rise to a number of sequels.
这部电影的成功带来了一系列的续集。
【近义词】result in 导致；造成
Two things changed to give rise to the new faceless trend. One was the success of Asia’s unnamed “silent vloggers”, whose cinematic videos of daily life while stuck at home during the pandemic went viral.
两件事情发生了变化，从而催生了这种不露脸新趋势。一个是亚洲的匿名“无声视频博主”们的成功，他们在疫情期间被困在家时拍摄的如电影般的日常生活视频迅速走红。
manicure v. 修剪指甲
【例】You could help me style my hair, manicure my nails.
你可以帮我做发型、修指甲。
【拓展】get my nails done 去做美甲
nail technician 美甲师
nail salon 美甲店
manual adj. 手动的；用手的
give rise to sth 使某事发生；导致
【例】The film's success gave rise to a number of sequels.
这部电影的成功带来了一系列的续集。
【近义词】result in 导致；造成
The second was the desire of people to make money as influencers without devoting their whole lives to it. Faceless influencers emerged when “The Gen Z corporate girl wanted to make money on the side of her nine-to-five without the effort of getting camera-ready,” says Fallon Lowery, a talent manager for influencers.
第二个是人们希望在不投入全部生活的情况下通过成为网红来赚钱。网红经理人法伦·劳厄里说，不露脸网红兴起的原因是“上班的Z世代女孩想在朝九晚五的工作之外赚点外快，但又不想费力气打扮上镜”。
devote sth to 把某事用于……
【例】I devote two hours a day to learning English.
我一天花两个小时学英语。
She devoted herself to her career.
她献身于自己的事业。
on the side 作为副业
【例】He is a teacher and writes web novels on the side.
他是老师，副业是写网文。
【拓展】a side job 副业
side income 副业收入；额外收入
Faceless influencers were also drawn to the incognito existence to avoid some of the harassment and hateful comments with which recognisable influencers are barraged.
不露脸网红也希望通过匿名形式而避免骚扰和恶意评论，能被人认出的网红常常遭受这些困扰。
barrage n. & v.
1. 作名词：连珠炮；接二连三的东西
【例】He was confronted with a barrage of questions.
他面对着一连串的提问。
2. 作动词：轰炸；困扰
【例】He was barraged with a series of questions.
他被一连串的提问轰炸。
“The biggest advantage has been the freedom it provides,” says Victoria Ortega, who goes by Elysian Living and has around 6m followers across Instagram, TikTok and YouTube. (She posts about oven deep cleans and even her skincare routine, but without ever showing her whole face.)
“最大的优势就是不露脸能提供自由。”维多利亚·奥尔特加说，她的账号名字是“极乐生活”，在Instagram、TikTok、YouTube上有约600万粉丝。（她发布关于烤箱深度清洁的内容，甚至分享她的护肤步骤，但从未展示过她的整张脸。）
barrage n. & v.
1. 作名词：连珠炮；接二连三的东西
【例】He was confronted with a barrage of questions.
他面对着一连串的提问。
2. 作动词：轰炸；困扰
【例】He was barraged with a series of questions.
他被一连串的提问轰炸。
Brands, including Adobe and Amazon, have taken note of the appeal. “We have seen a huge uptick in brand collaborations with faceless creators,” says Karim Nasri of Digital Streamers, an influencer marketing agency.
包括Adobe和亚马逊在内的一些品牌已经注意到了这种吸引力。“我们已经看到品牌与不露脸创作者的合作大幅增加。”网红营销经纪公司“数字流媒体”的卡里姆·纳斯里表示。
take note of 注意到；留意
【例】Nobody took note of the death of the old man.
没有谁注意到那老人死了。
【辨析】take notes of 做笔记
【例】Did you take notes of the lecture?
那节课你做笔记了吗？
organisation n. 条理性；收纳
【例】She is clever, but her work lacks organisation.
她很聪明，但工作缺乏条理。
【拓展】organised adj. （人或事）有条理的
【例】Your room is a mess. Could you please get organized?
你的房间太乱了，你能不能有条理一点？
Such deals are most common with consumer-product lines, including technology and home organisation, because they let the items—instead of the people showing them—take centre stage.
这类合作在消费产品线中最为常见，包括科技用品和家居收纳，因为这些类型让产品而不是展示产品的人占据中心舞台。
take note of 注意到；留意
【例】Nobody took note of the death of the old man.
没有谁注意到那老人死了。
【辨析】take notes of 做笔记
【例】Did you take notes of the lecture?
那节课你做笔记了吗？
organisation n. 条理性；收纳
【例】She is clever, but her work lacks organisation.
她很聪明，但工作缺乏条理。
【拓展】organised adj. （人或事）有条理的
【例】Your room is a mess. Could you please get organized?
你的房间太乱了，你能不能有条理一点？
Faceless influencers may be thriving today, but they are not immune to pressures. Some wonder whether they are more likely to be displaced by accounts that use artificial intelligence to create content cheaply.
不露脸网红或许在当下正蓬勃发展，但他们也不是没有压力。一些网红在想，他们是否更有可能被使用人工智能、低价创作内容的账号所取代。
be immune to sth 对某事免疫；不受某事影响
【例】be immune to a disease
对某种疾病有免疫力
You'll eventually become immune to criticism.
你最终会变得不在乎批评了。
“It can be challenging to differentiate myself since there’s no physical identity attached, so it’s important for me to always add a personal touch,” such as a playful tone in her captions, says Ms Ortega.
奥尔特加说：“由于没有实体身份，要让自己有辨识度是很有挑战性的，因此对我来说，每次都添加一些个人色彩是很重要的。”比如她的文案总会有俏皮的语气。
be immune to sth 对某事免疫；不受某事影响
【例】be immune to a disease
对某种疾病有免疫力
You'll eventually become immune to criticism.
你最终会变得不在乎批评了。
课后练习
What is special about faceless influencers?
A. They are not very good at self-promotion.
B. They share details of their lives on social media.
C. They attract followers without showing their faces.
D. They mainly post about food and drinks.The advantages of anonymity include ____.
A. making videos more cinematic and interesting
B. drawing on the experience of real life and work
C. making money easily by using other people’s posts
D. avoiding some harassment and hateful commentsWhy do consumer product brands tend to collaborate with faceless influencers?
A. Because they charge lower fees.
B. Because they have more followers.
C. Because they know the products better.
D. Because it allows the products to be the focus.What is the challenge for faceless influencers?
A. They cannot use AI to help create content.
B. They face fierce competition with celebrities.
C. They lack some personal traits and uniqueness.
D. They have difficulty in coming up with new ideas.
