Collective effervescence集体欢腾
the wealth of nodes财富结点西葫芦籽
ants aren’t smart, ant colonies are. ---biologist Deborah M. Gordon
蚂蚁不聪明，可他们群集起来却非同小可。---生物学家德博. 戈登
in the science fiction novel Down and Out in the Magic Kingdom, Cpry Doctorow takes us to a post-scarcity future world in which death has been made obsolete by personality recycling, adhocracies have replaced bureaucracies and corperations, and social captial--- called Whuffie--- is the coin of the realm.
在科幻小说《魔幻王国的起起落落》（Down and Out in the Magic Kingdom），作家Cpry Doctorow把我们带到了后匮乏未来世界，在那里死亡经个性的回收变得过时，临时委员会制度替换了官僚和合作制，被叫做Whuffie的社会资金是国家硬币。
since material want and human suffering are virtually non-existent, traditional forms of social incentive have disappeared---Whuffie has replaced money altogether as the engine of the economy. the thing is, you get Whuffie from others---it is the measure of your reputation as determined by other people---frien
ds, neighbors,complete strangers: the more you conform to what your social group expects of you, the more Whuffie--- social money---you get.
在后匮乏世界，物质需求和人类苦难基本上不存在，因此社会刺激的传统形式消失了，Whuffie替换了金钱作为经济的引擎。你从其他人那里得到的Whuffie是其他人，包括朋友，邻居，或者陌生人，用来决定你的名誉的尺度：你越符合社会团体对你的期待，你将得到更多社会的金钱---Whuffie。
Doctorow's world remains for now a futurist flight of imagination, but as we discusd in the previous chapter, people are forming and maintaining many new types of social groups, making social captial---the esteem and status members receive from one another---more valuable than ever. Moreover, social nodes built on affinity and passion develop a culture all their own, which can make them insular, gated communities. The more valuable social capital becomes inside a clo-knit community, the more likely it is that people in the group will strive to earn more of it by conforming to that group's expectations.
Doctorow的世界是未来主义者对未来的想象飞翔，但是，和我们在前一章节的讨论一样，人们正在形成和维护许多新型的社会团体，赚取社会资本，人们得到的从这个到那个的声望和地位也比之前变得更加的有价值。而且，建立在亲和力和激情上的社会结点形成了他们自己的孤立的，闭塞的社区文化。
在一个紧密团结的社区里社会资本变得越贵重，社区的人就会努力地赚取符合该组织所期望的可能性就越大。
Unfortunately, this creates a predictable cycle: the more people conform, the more clouded and distorted a group's collective thinking becomes. in other words, for marketers, social nodes, the defining channels of the new fragmented landscape, are often clod and parochial, deaf and dumb. the very qualities that make a community cohesive can make it lf-protective and resistant to outside perspectives and information---particularly the overtures of marketers. A community that shares the same views rarely wants to risk that affinity by introduing ideas that could change the compact and chemistry that attracted the members in the first place.
不幸的是这造成了一个可预测的循环：越多的人追求这种一致，这个小集团人们的思想就会变得阴云密布，更加扭曲。换句话说，市场营销人员的社会关系被分割后，就变的闭塞具有地方色彩，成为一个名副其实的聋哑人。一个有凝聚力的社区要求其不仅可以自我保护还可以对抗外来思想和信息的进攻，尤其是市场营销人员的提议。持共同观点的社区很少通过介绍可能改变合约比较有吸引力的方式去冒犯集中度。
How does the ri of new online groups, or social nodes, change the way companies need to go to
market? instead of focusing on individual consumer behavior and attempting to categorize individuals into artificial groups, marketers must now understand how organic, lf-lecting groups of consumers think and act---and then turn that information into an invitation by (targeted) members to join their groups.
新的网上团体或社会关系的出现是怎样改变公司必须去市场的方式？现在市场营销人员必须明白消费者的思想和行动变得多么的有系统，且能够自主选择，而不是集中于个别消费者的行为或者是试图把个人行为归类为人为规定的团体行为。恶意的近义词
英语贺卡“group i ness”
Before we can understand what makes a group tick, we need to know what makes a group stick. Sociologists have a five-dollar word for what makes a group cohesive:entitativity--- meaning the n that a group has a conscious reason to exist in the first place. A simpler phra sometimes ud is "groupiness." As we noted earlier, utility plays a major part in the nsation of groupiness. People are motivated to form and join groups for rational reasons, and tho reasons almost always revolve around lf-interest. Group membership must have its advantages, otherwi why bother?
群体性
在我们能够理解是什么使一个群体得以发展，我们需要知道是什么使一组棒。
英语怎么学
社会学就什么使一个群体具有凝聚力有一个5美元的说法（five-dollar word）：实质性（entitativiy）---意为一个组织的存在意识应摆在首位。简而言之即是“群体性（groupiness）。”正如我们前面指出，公用事业局在groupiness起到至关重要的作用。人们由于理性的原因形成或参加团体组织，这些原因几乎都是围绕着自身的利益。组成员必须有自己的优势，否则何必呢？
Our ancient brains tell us to form groups for protection or gain, so it starts with a notion of utility. Early groups formed around pure functionality: hunting cooperatives, later farming collectives; safety in numbers; the availability of mates.
我们大脑中根深蒂固的想法告诉我们，形成群体是为了保护或获得团体的保护，因此它具有实用性。早期形成群体的目的很单纯，从狩猎合作，到后来的集体农业、人多势众、容易获得伴侣。
More recently, numerous studies have been conducted to better understand why people join and stay with a particular social group, like an online community. Oxford University rearchers define a gathering of people as a group "when its members are collectively conscious of their existence as a group; when they believe it satisfies their needs; when they share aims, are interdependent, like to join in group activities, and want to remain with the group."
目前，正在进行的许多研究试图能够更好的理解人们为什么加入和留在一个特定的社会群体，就像一个在线社区。牛津大学的研究人员这样定义一组群体成员：他们能集体地意识到他们这个群体的存在；他们相信这个群体可以满足他们的需要；他们分享共同的目标，相互依存，喜欢参加群体活动并希望留在群体里。
The findings boil down to five basic rewards of group membership: social, entertainment, informational, status, and transactional. Socially motivated individuals desire to get to know others, meet and make new friends, and grow attachments among like-minded people. Tho eking entertainment from their communities hope to play, find playmates, pass the time away, or relieve boredom. Members looking for information want to learn how to do new things, solve problems, generate new ideas, or make decisions. Tho eking status want to impress others,
feel more important, or gain social cachet from the association. Finally, some people are simply looking to do business---buy or ll things, negotiate or bargain.
调查结果归结为五个基本的群体成员：社交，娱乐，信息，地位和交易。社交成员具有社会动机，希望去了解他人，结交新朋友，在志趣相投的人中产生依恋感；在社区中寻求娱乐的成员除了喜欢玩，寻找玩伴，打发时间以外，还希望释放苦闷无聊；有的人通过查找信息，以了解如何学习新事物，解
决问题，产生新想法或者做出决定；追逐名利的人在群体组织中希望自己能给人留下深刻的印象，自我感觉很重要，或从中得到社会声望；最后，有些人只是在寻找做生意，买进或卖出东西，谈判协商或讨价还价。
吃什么对记忆力好
But there must be something more than unvarnished utility to explain why a group of people stays together. And, when given a choice between veral groups of equal benefit, why do people choo one group over another?
According to sociologist Mark Granovetter, the strength of interpersonal ties in social groups could be defined as "a combination of the amount of time, the emotional intensity, the intimacy, and the reciprocal rvices which characterize the tie."
但必须有更多的东西比以质朴实用程序来解释为什么一组人聚在一起。而且，在给定的平等利益之间的选择，为什么人们选择这个群体而非别的呢？
腐竹怎么凉拌社会学家马克•格兰诺维特（Mark Granovetter）表示，社会群体中人际关系的力量可以定义为“时间，情感强度，亲密度，以及互惠服务关系的一种组合。”
The fact is, individuals derive part of their personal identity from the groups they belong to (as well a
s the ones they reject). Group lection rais complicated issues surrounding personal worldview, values, and attitudes.
As sociologist Charles Stangor puts it:
事实上，个体是他们所属（或者是他们拒绝的）群体的个人认同的一部分。群体选择复杂的问题，提出了围绕个人的世界观，价值观和态度。
正如社会学家查尔斯（Charles Stangor）所说的那样：
Generally, becau we prefer to remain in groups that we feel good about, the outcome of group membership is a positive social identity---our group memberships make us feel good. Social identity might be en as a tendency on the part of the individual to talk positively about the group to others, a general enjoyment of being part of the group, and a feeling of pride that comes from group membership.
一般来说，因为感觉很好所以我们希望待在群体里，群体成员制是一种积极的社会认同，我们的成员身份让我们感觉良好。社会认同表现在：积极地像其他人讨论他的群体的倾向，作为该组织的一份子的兴奋感以及自豪感。
We have determined that the motivation for joining a group starts with utility; members lect a social group becau they will derive some value from the effort---they might save time or money, increa or gain knowledge, earn rewards, bonus, discounts, or prizes. But people also want to share common interests with others, to be a part of a community of others who like what they like. Group membership must satisfy an emotional need.
我们已经确定，由于实用性我们加入群体；成员之所以选择该社会群体，是因为他们将通过努力获得一些价值：可能会节省时间或金钱，增加或获取知识，获得奖励，奖金，折扣，或奖品。但人们也希望与他人分享共同利益，喜欢和志趣相投的人在一起。群体成员制必须满足一种情感需要。还少胶囊的功效与作用
In Elementary Forms of the Religious Life, his 1912 study of Australian aborigines, Emile Durkheim coined the phra "collective effervescence" to describe the emotional state members of
a tribe get swept into when they gather together. Collective effervescence, Durkheim obrved, is a perceived "energy" that overtakes a crowd of people, causing the individuals to act in a way that is not normal for them.
《宗教生活的初级形式》（Elementary Forms of the Religious Life）中，于1912年对澳大利亚土著人的研究中，涂尔干（Emile Durkheim）杜撰了“集体欢腾（collective effervescence）”来形容一个部落
成员在聚集在一起时的情感状态。涂尔干指出，集体欢腾是能够感受到的“能量”，超越人群，使个人采取不同寻常的行动方式。
According to Durkheim, the emotional bonds necessary for collective effervescence hinge upon three things: a common focus, periodic asmbling, and collective rituals.
涂尔干表示，集体欢腾必须的情感纽带取决三件事：共同焦点，定期集会，以及集体仪式。In their landmark 2001 study entitled "Brand Community," Albert M. Muniz, Jr., and Thomas C. O'Guinn t out to define the common characteristics inherent in a strong consumer community. Echoing Durkheim's work, the study identified three main characteristics of strong brand communities:
在阿尔贝特（Albert M. Muniz, Jr.）和托马斯（Thomas C. O'Guinn）具有里程碑意义的题为“品牌社区（brand community）”的2001研究报告中，他们定义了一个强劲的消费团体中固有的共同特点。与涂尔干的研究相呼应，研究确定了三个强大品牌社区的主要特点：
1. Shared Consciousness---the deep n of connection that members feel toward one another, and the collective n of different from others not in the community. It is sometimes referred to a "shared knowing of belonging."
1，共享意识---成员彼此相连的深厚感觉，以及与群体外其他人不同的集体意识。它有时被称为“共同的归属感。”
Rearch by Tom Postmes and S. Alexander Haslam at the University of Exeter shows that groups can congeal quickly and almost immediately asrt influence over the members:
汤姆(Tom.Postmes)和亚历山大(S. Alexander Haslam)在埃克塞特大学（University of Exeter)的研究表明，群体能够迅速凝结而且几乎能够立即行使对成员的影响力：
Indeed, induction may partly explain why powerful forms of social influence can be obrved in small groups in the labs: Even when the groups have a very brief and cursory history and limited prior experience of interacting together, they very readily develop norms, solidarity and notions of social identity. If this social identity is salient, group members will be influenced to behave in a way that is consistent with the content of this identity and with group norms. A key tenet in all this is that social regulation and social identification are cloly bound up with social validation. In other words, we turn to the group to help us deal with and understand the realities we face, we value the group for providing this understanding, and if we value groups they impo their understanding upon us. The relation between identification and validation is a reciprocal one.
事实上，感应现象可以部分地解释，为什么有力的社会影响力可以体现在实验室小团体中。即使这些组织的历史非常简单草率，相互作用方面的经验有限，他们准备好发展制订规范，团结一致和社会身份概念。如果社会身份突出，工作组成员的行为将受到影响与此身份内容和群体规范所一致。所有这一切的关键原则是，社会管理和社会认同和社会确认密切相连。换句话说，我们依靠群体的帮助处理事情，理解我们所面临的现实，我们非常重视群体提供的理解，如果我们的重视团体强加于我们的理解。社会认同和社会确认的关系是互惠的。2, Shared Rituals And Traditions---Like all communities, online groups must be mindful of the power of rituals. According to word-of-mouth marketing expert Jackie Huba, rituals "are the shared experiences of a group.They create emotional glue. To an outsider, a ritual can be weird,
wacky, or just plain stupid. To people inside the organization, they may be metaphors for life, death, or renewal." From the "welcome aboard" e-mail to the currency of group communications to the marking of passages and achievements, rituals are part of what makes a community vital. An enduring group not only does things together, it celebrates a shared history, culture, and consciousness.
2，共同的仪式和传统---像所有社区一样，网络群体必须铭记仪式的力量。口碑营销专家杰克（Jackie Huba）表示：礼仪是一个群体的共享经验，他们创造情感的粘合剂，对于局外人来说，这个仪式可能
会怪异，古怪，或者简单愚蠢；而对于群体里的人，他们可能寓意为生命，死亡，或复兴革新。从“欢迎搭乘”的电子邮件到群体交流的货币，再到通道和成就的标志，仪式是社区的重要组成部分。持久的群体不仅一起做事情，还庆祝共同的历史，文化和意识。
3, Moral Responsibility--- a n of duty or obligation to the community as a whole, and to its individual members. It is that n of moral responsibility that galvanizes collective action.
Importantly, Muniz and O'Guinn also discovered that successful communities are like exclusive clubs---there are admission criteria.
3，道德责任---一种责任或义务社会作为一个整体的意识，其个别成员。这是道德责任，镀锌集体行动的感觉。
重要的是，穆尼斯和O'Guinn还发现，成功的社区的俱乐部一样---有入学标准。
people feel special when they are welcomed into a discerning group. They get psychic rewards from being acknowledged by the other members who share similar values, visions, and ideas. According to the study, the best groups may have little hierarchy and may even be leaderless, but each has "insiders," who know a little bit more than others and are the keepers of shared traditions a
nd the cret language of the group. Not surprisingly, some brand communities actually from in opposition to another brand--- the rearchers found Saab owners were vehemently oppod to V olvos, for example. Again, we e the power of oppositional force in bonding like-minded people. Finally, the best groups--- they called out as "exemplary" fan groups for Ford Bronco, Macintosh, and Saab---were fiercely loyal and vocal. Group members often evangelized the brand better than the parent companies did and actively recruited new members. In other words, the consumers did not simply drink the Kool-Aid---they shared it with their friends.
人们感到特别的欢迎，当他们把眼睛是雪亮组。他们得到精神奖励不受其他成员谁有着相同的价值观，理想和思想认识。根据这项研究，最好的群体可能没有什么层次，甚至可能群龙无首，但每有“内部人”，谁知道多一点，而且比其他共同传统的饲养和组的秘密语言。毫不奇怪，实际上从反对到另一个品牌的一些品牌社区---研究人员发现，萨博业主强烈反对沃尔沃，例如。同样，我们看到在武力夺取政权的对立结合志同道合的人。最后，最好的群体---他们称之为“模范”的福特野马，Macintosh和萨博---扇集团进行了激烈的忠诚和声乐。小组成员经常传教的品牌优于母公司并积极招募新成员。换言之，这些消费者并没有简单地喝的Kool - Aid ---他们与朋友分享它。
Frank and Jack
In fact, he may have been a kid from Hoboken, New Jery, but legend has it that Old Blue Eyes was even buried in his Tenne Squire blazer. If you are not familiar with the title, do not worry: while not exactly a cret society, the Tenne Squires association does pride itlf on clo-lipped exclusivity. The association was started in 1956 by the Jck Daniel's Distillery as a书法入门教程
