TikTok重塑美国的烹饪书籍(下)

TikTok不仅销售商品，还塑造了这些书的外观和气质。

双语精读

It can take considerable work to turn a video celebrity into a paper-and-ink cookbook author. Some of the people Mr. Sanders recruited hadn't formally written recipes and didn't understand all that's involved in producing a cookbook.

要把一位视频明星变成书写文字的烹饪书作者，需要付出相当大的努力。桑德斯邀约的一些人之前没有写过正式食谱，也不了解写一本烹饪书所涉及的各种事项。

"We are comfortable finding these authors on our own, and developing them and nurturing them and surrounding them with the support to make these books happen," he said. That support can mean pairing the author with recipe testers, or running the photo shoot.

“我们很乐意自己找到这些作者，并发展他们、培养他们、为他们提供支持，让这些书成为现实。”他说。这种支持可能意味着为作者配备食谱测试员，或者拍摄照片。

DK even provides authors with strategies for advertising their books on TikTok, whose algorithm is sophisticated enough to identify and suppress promotional posts, Mr. Sanders said.

桑德斯说，DK甚至为作者提供了在TikTok上为新书做广告的策略，TikTok的算法很精密，可以识别并屏蔽商品推销帖子。

Barbara Costello, 74, a retired preschool teacher in New Canaan, Conneticut, is one of DK's authors and a TikTok creator whose grandmotherly persona has earned her 3.9 million followers.

74岁的芭芭拉·科斯特洛是来自康涅狄格州新迦南的一名退休幼儿园教师，她是DK的作者之一，也是一名TikTok创作者，她的祖母形象让她获得了390万粉丝。

She said she was surprised at just how much work went into writing a recipe - measuring every ingredient, determining precise bake times and writing introductions. The cookbook, "Celebrate With Babs," was a hit, selling close to 100,000 copies since its release in April 2022.

她说，她对写一份食谱所需投入的工作量感到惊讶：测量每种配料、确定精确的烘焙时间，并撰写引言。这本名为《与芭芭拉一起庆祝》的烹饪书大受欢迎，自2022年4月发行以来，销量接近10万册。

It drew some press coverage, but Ms. Costello said her TikTok videos about the book more effectively drove sales. TikTok not only moves merchandise; it also shapes the look and feel of these books.

科斯特洛说，这本书吸引了一些媒体报道，但她发的TikTok视频更有效地拉动了销量。TikTok不仅销售商品，还塑造了这些书的外观和气质。

Ms. Molinaro, 44, the author of "The Korean Vegan," became known on TikTok for narrated cooking videos in which she shares stories about her life. When her editor trimmed back many of the personal essays in her book, she refined them and insisted they be added back.

44岁的莫利纳罗是《韩式素食》的作者，她在TikTok上发布带叙事旁白的烹饪视频并因此出名，她常常在视频中分享自己的人生故事。当编辑删减了她书中的许多个人故事散文时，她把这些内容变得更精炼，并坚持要加回去。

She photographed the recipes herself to match her online aesthetic. She even enlisted her social media followers to vote on the cover.

食谱的图片都是她自己拍摄的，为了符合她账号的审美调性。她甚至号召社交媒体上的粉丝为封面投票。

In his upcoming cookbook, "Kung Food," Jon Kung, who has 1.7 million TikTok followers, included QR codes that link to his videos. "How to fold dumplings or knead bread or make pasta, those things will always be hard to try to explain in words," said Mr. Kung, 39.

在乔·龚即将出版的烹饪书《龚的美食》中，拥有170万TikTok粉丝的他在书中加入了他的视频二维码链接。“怎样包饺子、揉面团或做意大利面，这些事情都很难用语言来解释。”39岁的龚说。

Ms. Munno, the author of "The Pasta Queen," said she doubled the number of photographs of herself and beautiful Italian landscapes in her cookbook so it looked more like her TikTok account. Many readers have told her that they bought the cookbook to enjoy the pictures, but haven't cooked a single recipe.

《意大利面女王》的作者木诺说，她在烹饪书中把个人照片和意大利美景的照片数量增加了一倍，这样烹饪书看起来更像她的TikTok账号。许多读者告诉她，他们买这本烹饪书就是为了欣赏图片，其实一道菜都还没做过。

Still, plenty of people buy these cookbooks for the recipes. Janvi Joshi, 26, who lives in Brooklyn, N.Y., and works in finance, has cooked about seven dishes from the "The Korean Vegan."

尽管如此，还是有很多人是为了这些食谱而买书。26岁的简维·乔希住在纽约市的布鲁克林区，从事金融工作，她已经按照《韩式素食》的食谱做了七道菜。

She said that with recipes written in captions on social media, "the measurements and stuff might be a little bit off." "When you are going through recipes in a cookbook, they are a little more thought-out and tested," she said.

她说，视频字幕上写的食谱，“用量和材料可能会有一些不准确”。“而烹饪书中的食谱，它们是会经过更多的考量和试验。”她说。

But Mr. Hollis worries that the more of his fellow TikTok creators get cookbook deals, the less credible their books may become. The field may become too saturated.

但霍利斯担心，TikTok创作者签下的烹饪书合约越多，他们的书可能就越不可信。这一领域可能会变得过于饱和。

"Everyone and their dog is about to have a cookbook," he said, "and who knows what that is going to do?" Then again, Mr. Hollis is already thinking about his next cookbook.

“每个人和他们的宠物狗都会出一本食谱，”他说，“谁知道这会带来什么呢？”话又说回来，霍利斯已经在构思他的下一本烹饪书了。

词汇预习

• identify [高考]

  美[aɪˈdentɪfaɪ] | 英[aɪˈdentɪfaɪ]

  v. 鉴定；识别；确认；发现；找到

• release [高考]

  美[rɪˈliːs] | 英[rɪˈliːs]

  n. 释放；让渡；发行 vt. 释放；让与；准予发表；发射

• haven [高考]

  美[ˈheɪvn] | 英[ˈheɪvn]

  n. 港口；避难所 v. 安置 ... 于港中；庇护

• creator [高考]

  美[kriˈeɪtər] | 英[kriˈeɪtə(r)]

  n. 创造者；[计]创建者 n. 上帝

• surrounding [高考]

  美[səˈraʊndɪŋ] | 英[səˈraʊndɪŋ]

  adj. 周围的 n. 环境；周围的事物

• celebrity [高考]

  美[səˈlebrəti] | 英[səˈlebrəti]

  n. 名人；名誉；社会名流

• effectively [高考]

  美[ɪˈfektɪvli] | 英[ɪˈfektɪvli]

  adv. 事实上；有效地

• stuff [高考]

  美[stʌf] | 英[stʌf]

  n. 东西；原料；材料 n. 素质；本质；废物；无用的想法；废话，蠢话 vt. 塞满；填满

• bake [高考]

  美[beɪk] | 英[beɪk]

  v. 烤；烘焙；烘干；[非正式]灼热

• aesthetic [高考]

  美[esˈθetɪk] | 英[iːsˈθetɪk]

  adj. 美学的；审美的；有美感的 n. (复数)审美观

• upcoming [高考]

  美[ˈʌpˌkʌmɪŋ] | 英[ˈʌpkʌmɪŋ]

  adj. 即将来临的；预定将要

• considerable [高考]

  美[kənˈsɪdərəbl] | 英[kənˈsɪdərəbl]

  adj. 重要的；相当大的；可观的

• promotional [高考]

  美[prəˈmoʊʃənl] | 英[prəˈməʊʃənl]

  adj. 推销的；增进的；晋升的

• formally [高考]

  美[ˈfɔrmlɪ] | 英['fɔ:məlɪ]

  adv. 正式地；形式上地

• media [高考]

  美[ˈmiːdiə] | 英[ˈmiːdiə]

  n. 传播媒介；(medium的复数)媒体；新闻媒介

• editor [高考]

  美[ˈedɪtər] | 英[ˈedɪtə(r)]

  n. 编辑；编者；影片剪辑装置

• fellow [高考]

  美[ˈfeloʊ] | 英[ˈfeləʊ]

  n. 家伙；同事；同伴；研究员；校董 adj. 同伴的；同事的；同类的

• Ms. [高考]

  美[mɪz] | 英[mɪz]

  n. 女士，小姐

• vote [高考]

  美[voʊt] | 英[vəʊt]

  n. 选举权；投票；选举；投票结果 v. 表决；选举；投票

• finance [高考]

  美[ˈfaɪnæns] | 英[ˈfaɪnæns]

  n. 金融；财政；资金 vt. 给 ... 提供资金；负担经费

• precise [高考]

  美[prɪˈsaɪs] | 英[prɪˈsaɪs]

  adj. 精确的；恰好的；准确的；严格的

• finding [高考]

  美[ˈfaɪndɪŋ] | 英[ˈfaɪndɪŋ]

  n. 调查(或研究)的结果；[律] 裁决

• thinking [高考]

  美[ˈθɪŋkɪŋ] | 英[ˈθɪŋkɪŋ]

  n. 思考；思想 adj. 好思考的；有理性的

• coverage [高考]

  美[ˈkʌvərɪdʒ] | 英[ˈkʌvərɪdʒ]

  n. 新闻报道；覆盖范围；承保范围

• sophisticated [高考]

  美[səˈfɪstɪkeɪtɪd] | 英[səˈfɪstɪkeɪtɪd]

  adj. 老练的；精密的；复杂的；久经世故的

• preschool [四级]

  美[ˈpriˈskul] | 英[ˈpri:sku:l]

  adj. 未满学龄的；就学前的 n. 育幼院；幼稚园

• suppress [四级]

  美[səˈpres] | 英[səˈpres]

  vt. 镇压；隐瞒；压制；止住；禁止

• involved in [四级]

  美 | 英

  涉及； 包含在 ... 中

• advertising [四级]

  美[ˈædvərtaɪzɪŋ] | 英[ˈædvətaɪzɪŋ]

  n. 广告；广告业

• involved [四级]

  美[ɪnˈvɑlvd] | 英[ɪnˈvɒlvd]

  adj. 涉及的；牵连的；复杂的；感情投入的；有密切关系的

• merchandise [六级]

  美[ˈmɜːrtʃəndaɪs , ˈmɜːrtʃəndaɪz] | 英[ˈmɜːtʃəndaɪs , ˈmɜːtʃəndaɪz]

  n. 商品；货物 v. 推销；销售；经营

• credible [六级]

  美[ˈkredəbl] | 英[ˈkredəbl]

  adj. 可信的；可靠的

• works [专八]

  美[wəks] | 英[wə:ks]

  n. 工厂；修建；机器部件；全套物品

• knead [专八]

  美[nid] | 英[ni:d]

  v. 揉(面粉等)；按摩；捏制

• developing [雅思]

  美[dɪˈvɛləpɪŋ] | 英[dɪˈveləpɪŋ]

  adj. 发展中的

重点讲解

It can take considerable work to turn a video celebrity into a paper-and-ink cookbook author. Some of the people Mr. Sanders recruited hadn’t formally written recipes and didn’t understand all that’s involved in producing a cookbook.

要把一位视频明星变成书写文字的烹饪书作者，需要付出相当大的努力。桑德斯邀约的一些人之前没有写过正式食谱，也不了解写一本烹饪书所涉及的各种事项。

recruit   v. & n.

1. 作动词：招募；招聘

【例】to recruit new members to the club 社团招新

2. 作名词：新招来的人；新成员

【例】a raw recruit/to interview possible recruits 

生手/面试新成员候选人

pair A with B  让A与B配对

【例】Each blind student was paired with a sighted student. 

每个盲人学员都与一个视力正常的同学配对。

【近义词】match A with/to B 让A和B匹配

【拓展】do sth in pairs  两人一组做某事

“We are comfortable finding these authors on our own, and developing them and nurturing them and surrounding them with the support to make these books happen,” he said. That support can mean pairing the author with recipe testers, or running the photo shoot.

“我们很乐意自己找到这些作者，并发展他们、培养他们、为他们提供支持，让这些书成为现实。”他说。这种支持可能意味着为作者配备食谱测试员，或者拍摄照片。

recruit   v. & n.

1. 作动词：招募；招聘

【例】to recruit new members to the club 社团招新

2. 作名词：新招来的人；新成员

【例】a raw recruit/to interview possible recruits 

生手/面试新成员候选人

pair A with B  让A与B配对

【例】Each blind student was paired with a sighted student. 

每个盲人学员都与一个视力正常的同学配对。

【近义词】match A with/to B 让A和B匹配

【拓展】do sth in pairs  两人一组做某事

DK even provides authors with strategies for advertising their books on TikTok, whose algorithm is sophisticated enough to identify and suppress promotional posts, Mr. Sanders said.

桑德斯说，DK甚至为作者提供了在TikTok上为新书做广告的策略，TikTok的算法很精密，可以识别并屏蔽商品推销帖子。

suppress   v. 

1. 抑制；控制

【例】to suppress a laughter/the appetite 忍住不笑/抑制食欲

【近义词】repress  v. 抑制

2. 禁止（发表）；封锁

【例】to suppress information/a news story/vital evidence

封锁消息/查禁新闻报道/隐瞒关键证据

persona  n. 人格面具；人设；表面形象

【例】Entering the workplace means putting on/adopting a different persona as well as different clothes—you, but with added self-control.

进入工作场所不仅意味着穿上不同的衣服，也意味着戴上不同的人格面具--你还是你，只是多了些自制力。

【拓展】personality/personage/personnel  n. 性格；名人/重要人物/全体人员

Barbara Costello, 74, a retired preschool teacher in New Canaan, Conneticut, is one of DK’s authors and a TikTok creator whose grandmotherly persona has earned her 3.9 million followers.

74岁的芭芭拉·科斯特洛是来自康涅狄格州新迦南的一名退休幼儿园教师，她是DK的作者之一，也是一名TikTok创作者，她的祖母形象让她获得了390万粉丝。

suppress   v. 

1. 抑制；控制

【例】to suppress a laughter/the appetite 忍住不笑/抑制食欲

【近义词】repress  v. 抑制

2. 禁止（发表）；封锁

【例】to suppress information/a news story/vital evidence

封锁消息/查禁新闻报道/隐瞒关键证据

persona  n. 人格面具；人设；表面形象

【例】Entering the workplace means putting on/adopting a different persona as well as different clothes—you, but with added self-control.

进入工作场所不仅意味着穿上不同的衣服，也意味着戴上不同的人格面具--你还是你，只是多了些自制力。

【拓展】personality/personage/personnel  n. 性格；名人/重要人物/全体人员

She said she was surprised at just how much work went into writing a recipe — measuring every ingredient, determining precise bake times and writing introductions. The cookbook, “Celebrate With Babs,” was a hit, selling close to 100,000 copies since its release in April 2022.

她说，她对写一份食谱所需投入的工作量感到惊讶：测量每种配料、确定精确的烘焙时间，并撰写引言。这本名为《与芭芭拉一起庆祝》的烹饪书大受欢迎，自2022年4月发行以来，销量接近10万册。

merchandise   n. & v.

1. 作名词：商品；货物

【例】a wide selection of merchandise 种类丰富的商品

【辨析】goods/commodity/produce  n. 商品/大宗商品/农产品

2. 作动词：推销；销售

【例】She had to merchandise the new product line.

她必须推销新的产品线。

【拓展】merchant  n. 商人

It drew some press coverage, but Ms. Costello said her TikTok videos about the book more effectively drove sales. TikTok not only moves merchandise; it also shapes the look and feel of these books.

科斯特洛说，这本书吸引了一些媒体报道，但她发的TikTok视频更有效地拉动了销量。TikTok不仅销售商品，还塑造了这些书的外观和气质。

merchandise   n. & v.

1. 作名词：商品；货物

【例】a wide selection of merchandise 种类丰富的商品

【辨析】goods/commodity/produce  n. 商品/大宗商品/农产品

2. 作动词：推销；销售

【例】She had to merchandise the new product line.

她必须推销新的产品线。

【拓展】merchant  n. 商人

Ms. Molinaro, 44, the author of “The Korean Vegan,” became known on TikTok for narrated cooking videos in which she shares stories about her life. When her editor trimmed back many of the personal essays in her book, she refined them and insisted they be added back.

44岁的莫利纳罗是《韩式素食》的作者，她在TikTok上发布带叙事旁白的烹饪视频并因此出名，她常常在视频中分享自己的人生故事。当编辑删减了她书中的许多个人故事散文时，她把这些内容变得更精炼，并坚持要加回去。

narrate  v.

1. 叙述；讲故事

【例】to narrate the story of one’s life 讲述某人一生的经历

2. （为纪录片等节目）作解说

【例】to narrate a documentary  为纪录片作解说

【拓展】narration  n. 叙述；叙事；旁白

trim  v.

1. 修剪

【例】to trim your nails/have your hair trimmed/to trim the dead branches off

剪指甲/去理发/修剪枯枝

2. 削减，除去（不必要的部分）

【例】to trim the costs  削减开支

enlist   v. 

1. 争取（帮助和支持）

【例】They hoped to enlist the help of the public in solving the crime. 

他们希望寻求公众协助破案。

2. （使）入伍

【例】be enlisted into the Navy 应征加入海军

She photographed the recipes herself to match her online aesthetic. She even enlisted her social media followers to vote on the cover.

食谱的图片都是她自己拍摄的，为了符合她账号的审美调性。她甚至号召社交媒体上的粉丝为封面投票。

narrate  v.

1. 叙述；讲故事

【例】to narrate the story of one’s life 讲述某人一生的经历

2. （为纪录片等节目）作解说

【例】to narrate a documentary  为纪录片作解说

【拓展】narration  n. 叙述；叙事；旁白

trim  v.

1. 修剪

【例】to trim your nails/have your hair trimmed/to trim the dead branches off

剪指甲/去理发/修剪枯枝

2. 削减，除去（不必要的部分）

【例】to trim the costs  削减开支

enlist   v. 

1. 争取（帮助和支持）

【例】They hoped to enlist the help of the public in solving the crime. 

他们希望寻求公众协助破案。

2. （使）入伍

【例】be enlisted into the Navy 应征加入海军

In his upcoming cookbook, “Kung Food,” Jon Kung, who has 1.7 million TikTok followers, included QR codes that link to his videos. “How to fold dumplings or knead bread or make pasta, those things will always be hard to try to explain in words,” said Mr. Kung, 39.

在乔·龚即将出版的烹饪书《龚的美食》中，拥有170万TikTok粉丝的他在书中加入了他的视频二维码链接。“怎样包饺子、揉面团或做意大利面，这些事情都很难用语言来解释。”39岁的龚说。

fold  v. 折叠

【例】fold your arms/hands 双臂交叉，放在胸前/两手十指交叉

The bird folded its wings. 鸟收起了翅膀。

【搭配】fold up  折叠（以便于收纳或携带）

【例】The table folds up when not in use. 

这桌子不用时可以折叠起来。

Ms. Munno, the author of “The Pasta Queen,” said she doubled the number of photographs of herself and beautiful Italian landscapes in her cookbook so it looked more like her TikTok account. Many readers have told her that they bought the cookbook to enjoy the pictures, but haven’t cooked a single recipe.

《意大利面女王》的作者木诺说，她在烹饪书中把个人照片和意大利美景的照片数量增加了一倍，这样烹饪书看起来更像她的TikTok账号。许多读者告诉她，他们买这本烹饪书就是为了欣赏图片，其实一道菜都还没做过。

fold  v. 折叠

【例】fold your arms/hands 双臂交叉，放在胸前/两手十指交叉

The bird folded its wings. 鸟收起了翅膀。

【搭配】fold up  折叠（以便于收纳或携带）

【例】The table folds up when not in use. 

这桌子不用时可以折叠起来。

Still, plenty of people buy these cookbooks for the recipes. Janvi Joshi, 26, who lives in Brooklyn, N.Y., and works in finance, has cooked about seven dishes from the “The Korean Vegan.”

尽管如此，还是有很多人是为了这些食谱而买书。26岁的简维·乔希住在纽约市的布鲁克林区，从事金融工作，她已经按照《韩式素食》的食谱做了七道菜。

off   adj.

1. 错误的；有偏差的

【例】My guess was slightly off.

我的猜测稍稍有些偏差。

2. 状态不好的；比标准水平差的

【例】His performance was rather off today.

他今天的表现很差。

She said that with recipes written in captions on social media, “the measurements and stuff might be a little bit off.” “When you are going through recipes in a cookbook, they are a little more thought-out and tested,” she said.

她说，视频字幕上写的食谱，“用量和材料可能会有一些不准确”。“而烹饪书中的食谱，它们是会经过更多的考量和试验。”她说。

off   adj.

1. 错误的；有偏差的

【例】My guess was slightly off.

我的猜测稍稍有些偏差。

2. 状态不好的；比标准水平差的

【例】His performance was rather off today.

他今天的表现很差。

But Mr. Hollis worries that the more of his fellow TikTok creators get cookbook deals, the less credible their books may become. The field may become too saturated.

但霍利斯担心，TikTok创作者签下的烹饪书合约越多，他们的书可能就越不可信。这一领域可能会变得过于饱和。

credible  adj. 可信的；可靠的

【例】a credible explanation/excuse 可信的解释/理由

【反义词】incredible  adj. 难以置信的；极好的

【拓展】credit/credibility  n. 信誉；信用/可信性

saturated  adj.

1. 湿透的

【例】It's pouring down outside -- I'm absolutely saturated!

外面雨很大，我全身湿透了。

2. 饱和的；充满的

【例】a room saturated with smoke 一个烟雾弥漫的房间

“Everyone and their dog is about to have a cookbook,” he said, “and who knows what that is going to do?” Then again, Mr. Hollis is already thinking about his next cookbook.

“每个人和他们的宠物狗都会出一本食谱，”他说，“谁知道这会带来什么呢？”话又说回来，霍利斯已经在构思他的下一本烹饪书了。

credible  adj. 可信的；可靠的

【例】a credible explanation/excuse 可信的解释/理由

【反义词】incredible  adj. 难以置信的；极好的

【拓展】credit/credibility  n. 信誉；信用/可信性

saturated  adj.

1. 湿透的

【例】It's pouring down outside -- I'm absolutely saturated!

外面雨很大，我全身湿透了。

2. 饱和的；充满的

【例】a room saturated with smoke 一个烟雾弥漫的房间

课后练习

• What does Mr. Sanders think about inviting celebrities to write cookbooks?

  A. It is exhausting to train them to be writers.

  B. It is time-consuming and inefficient.

  C. He prefers to commission experienced writers.

  D. He is willing to help develop their writing skills.

• “Celebrate With Babs” owes its success to ____.

  A. the grandmotherly image of the author

  B. the unique and homely recipes

  C. the extensive press coverage of the cookbook

  D. the collaboration between the author and the publisher

• The example of “The Korean Vegan” shows that ____.

  A. the author has greater power than the editor

  B. TikTok creators find it hard to adapt videos for cookbooks

  C. TikTok has a huge influence on the style of cookbooks

  D. it is important to engage followers in the making of a cookbook

• What does Hollis worry about?

  A. The quality of cookbooks may decline.

  B. TikTok creators may earn less money from book deals.

  C. Authors may run out of topics to write about.

  D. His next cookbook may fail to draw readers’ interest.