外刊精读笔记经济学⼈笔下的薇娅与⽹红
这是经济学⼈最近发布的⼀篇关于⽹红的⽂章，开篇就提到了曾⼏何时的中国直播⽹红⼀姐薇娅。今天选取其中两段，分享⼀下笔记。全⽂笔记是外刊群付费内容
在开始之前，先看看“⽹红”的相关表达：
a social influencer⽹红
替代表达：internet celebrity
fashionista 在⼀些语境中也可指“时尚⽹红”，原意是：( ud especially in newspapers 尤⽤于报章 ) a fashion designer , or a
person who is always dresd in a fashionable way 时装设计师；穿着⼊时的⼈
wannabe influencers做着⽹红梦
an honorary influencer 荣誉⽹红（算得上是个⽹红）
Honorary: ( of a university degree, a rank, etc. ⼤学学位、级别等 ) given as an honour, without the pers
on having to have the usual qualifications 荣誉的
an honorary doctorate/degree 荣誉博⼠学位；荣誉学位
或者也可以理解为这个取义：牛奶汤圆
丰台区面积treated like a member of group without actually belonging to it 被待作…成员的
She was treated as an honorary man. 她得到了男⼦般的待遇。
我们也经常听到KOL: Key Opinion Leader，关键意见领袖，指在某个特定领域⽐较有声望和话语权的⼈。
学生险IT IS A sure sign that a hot trend has reached the mainstream when the tax authorities catch up. Last week China promid a tax-evasion crackdown on social-media influencers, who are paid by brands to promote products online to armies of followers. One of the big stars, Viya, a 30-something fashionista known as the
live-streaming queen, has already been fined $210m for not declaring her income. The size of that levy shows the sheer scale of the industry, which accounts for 12% of online sales in China. Outside
China, influencers are also likely to have an enduring role in e-commerce. For all firms with brands—and together tho brands are worth over $7trn—it is time to reali that influencing is more than just a hobby.
⼀个热门趋势被税务机关盯上，就表明它⽆疑已步⼊主流。上周，中国表态要严打⽹红带货中的偷逃税⾏为。这些⽹红向品牌收取费⽤，在⽹络平台上向⼤批粉丝推销产品。其中⼀位⼤明星是有“直播⼥王”之称的30多岁的时尚⽹红薇娅，此前她因瞒报收⼊⽽被罚款2.1亿美元。这笔巨额罚款显⽰了该⾏业的规模有多么庞⼤——占中国⽹络销售的12%。在中国之外，⽹红也很可能会长驻电商界。对所有拥有品牌（这些品牌总共价值超过七万亿美元）的公司来说，现在是时候意识到⽹红们不仅仅是在⾃娱⾃乐了。
a hot trend has reached the mainstream热门趋势已步⼊主流
Trend: ~ (towards/in sth) a general direction in which a situation is changing or developing 趋势；趋向；倾向；动态；动向
Trend
economic/social/political trends 经济╱社会╱政治趋势
Mainstream
Mainstream：the mainstream [ sing. ] the ideas and opinions that are thought to be normal becau they are shared by
most people; the people who ideas and opinions are most accepted 主流思想；主流群体
His radical views place him outside the mainstream of American politics.他的激进观点使他脱离了美国政治的主流。
a tax-evasion 严打...的偷逃税⾏为，关于“逃税”的相关表达，了解⼀下：
避税：tax avoidance
逃税：tax evasion
逃税者：tax dodgers
避税地：tax haven
逃税资⾦：untaxed money
Declare放到这⾥⼀起看吧:[ VN ] to tell the tax authorities how much money you have earned 申报（收益）
Declare
All income must be declared. 所有收益必须申报。
levy也是“税”:~ (on sth) an extra amount of money that has to be paid, especially as a tax to the government 征收额；（尤指）税款
Crackdown：vere action taken to restrict the activities of criminals or of people oppod to the government or sb in authority严厉的打击；镇压，⽐如：
a crackdown on crime 对犯罪的严厉打击
clampdown
替代表达clampdown
And the clampdown will indeed harm Chine tech.⽽这轮打压会实实在在地损害中国的科技公司。
以及slap-down
slap-down:
A lot of foreign investors interpreted it as a slap-down to China’s best-known billionaire and thus a warning to the
country’s other plutocrats not to get too big for their boots.在许多外国投资者看来，这是对中国最出名的亿万富豪的打压，以警告该国其他富豪不要狂妄⾃⼤。
the sheer scale of the industry规模有多么庞⼤
sheer出现的时候⼀般都是起到“强调”的作⽤：[ only before noun ] ud to emphasize the size, degree or amount of sth （⽤来强sheer
调事物的⼤⼩、程度或数量）
The area is under threat from the sheer number of tourists using it.这⼀地区由于游客⼈数太多⽽⾯临威胁。
We were impresd by the sheer size of the cathedral.⼤教堂的宏⼤规模给我们留下了深刻的印象。
have an enduring role in e-commerce长驻电商界
Enduring:lasting for a long time 持久的；耐久的
Enduring
enduring memories 永存的记忆
staying power持久影响⼒
下⽂出现了替代表达：staying power
[语法] 同位语从句
在复合句主句中名词性成分之后与该名词性成分并列， 补充说明该名词性成分的有关情况的名词性从句， 被称为同位语从句。同位语从句的先⾏词通常为answer, hope, fact, truth, belief, news, idea, promi, information, conclusion, order, suggestion, problem, question, thought, report, belief, decision, doubt, opinion, theory等抽象名词。
引导同位语从句的词语通常有连词that，whether，连接代词和连接副词等。
大熊猫属
由that引导，⽐如：
He referred to Copernicus’ statement that the earth moves round the sun.他提到了哥⽩尼关于地球绕太阳转的说法。
【注意】在某些名词(如demand, wish, suggestion, resolution等)后⾯的同位语从句要⽤虚拟语⽓。如：
They expresd the wish that she accept the award. 他们表⽰希望她接受这笔奖⾦。
引导同位语从句的连词that通常不省略，但在⾮正式⽂体中也可以省去。如：
He grabbed his suitca and gave the impression he was boarding the Tokyo plane.他拿起了⼿提箱，给⼈的印象是他要登上飞往东京的飞机了。
由whether引导，⽐如：
We are not investigating the question whether he is trustworthy.我们不是在调查他是否可以信任的问题。
【注意】whether 可引导同位语从句，但if不能引导同位语从句。
由连接代词引导，⽐如：
Have you any idea what time it starts? 你知道什么时候开始吗?
由连接副词引导，⽐如：
I have no idea when he will come back. 我不知道他什么时候回来。弹琴古诗
To get the most out of influencers, brands should t a clear strategy. They should expect more regulation on consumer protection: China’s crackdown may also include limits on spending and content rules. The guiding principle should be to u only influencers who disclo to their audiences that their posts are paid. As the Wild West pha ends, brands should also embrace new analytical tools that help them gauge the performance of influencers, sorting the con-artists from the stars. It ud to be said that only half of all advertising spending worked, but it was impossible to know which half. Now brands can control only half of what
influencers say, but they may be able to calculate 100% of the value they add.
要充分利⽤⽹红的⼒量，品牌应该制定明确的战略。它们要想到将会有更多保护消费者权益的法规出台。中国的打击措施可能还包括对⽀出的限制和内容规则。指导原则应该是带货⽹红要告知受众⾃⼰
是收钱发帖。随着“狂野西部”阶段结束，品牌也应该采⽤新的分析⼯具来衡量⽹红的营销实效，把骗⼦和明星区分开来。过去有⼀种说法，全部⼴告费⾥只有⼀半起了作⽤，但不可能知道到底是哪⼀半。现在，品牌只能控制⽹红⼀半的⾔论，但也许能计算出他们带来的全部增值。
sorting the con-artists from the stars把骗⼦和明星区分开来
out (from sth): to parate sth from a larger group （从…中）区分出来，辨别出来
sort sth←→ˈout (from sth)
四季歌儿歌
Could you sort out the toys that can be thrown away? 你把可以扔掉的玩具挑出来，好吗？
con-artist: N-COUNT A con artist is someone who tricks other people into giving them their money or property. 骗⼦
[⼩词译法] Embrace这⾥的⽤法很⾼频了：
[⼩词译法]
[ VN ] ( formal ) to accept an idea, a proposal, a t of beliefs, etc., especially when it is done with enthusiasm 欣然接受，乐意采纳（思想、建议等）；信奉（宗教、信仰等），⽐如：
He embraces the new information age. 他欢迎新的信息时代。
祝好
⽂中的embrace则处理为了“采⽤”。
再⽐如：
Optimists believe that the giant’s move could be to data what IBM’s embrace in the late 1990s of the Linux operating system was to open-source software.乐观主义者认为，微软此举对于数据的意义将堪⽐IBM在上世纪90年代末采⽤Linux操作系统对于开源软件的意义。
也常常处理为“拥抱”
Many leaders are wily embracing a continent-wide free-trade agreement that came into force this year. 许多领导⼈明智地拥抱已于今年⽣效的覆盖整个⾮洲的⾃由贸易协定。移动硬盘怎么使用
或者“接受”：
So far, ketchup-makers have not embraced the idea.到⽬前为⽌，还没有哪家番茄酱制造商欣然接受了这个创意。
以及“拥护”：
Turkey ems hell-bent on embracing a version of it. Argentina never quite threw it off.⼟⽿其似乎⼀⼼拥护它的某种类型。⽽阿根廷从未完全摆脱它。
⼤家可以平时注意总结，因地制宜。
