艾玛女神的“丢书大作战”为啥到中国就变味了？连BBC都吐槽咱们不读书你服吗？

前些日子，相信大家都被你们的艾玛女神刷屏了~

为了鼓励人们利用地铁通勤时间读书，艾玛在伦敦地铁站里藏了100本她推荐的书，一些书里还夹了她手写的爱心小纸条。

感觉在地铁站里找到这些书的粉丝们都要乐疯了↓↓↓

艾玛的这一举动引发了一场地铁阅读狂潮，并且直接火到了中国~国内各路明星大咖纷纷响应，开启了一场“丢书大作战”。

比如：黄晓明↓↓↓

张静初↓↓↓

吴磊↓↓↓（感觉一大波迷妹即将上线！）

鲁豫↓↓↓

吴莫愁↓↓↓

然而接下来发生的事儿大家都没想到……

很多书静静地躺在角落里没人搭理，还有不少被地铁的保洁阿姨捡走集中回收了↓↓↓

好吧，这场画风有点不对的事儿，又被微博潜水专业户BBC知道了↓↓↓

“艾玛•沃特森发起的书籍分享活动在中国受挫”

辣么，究竟是怎么一回事呢？总喜欢搞个大新闻的BBC展开了观察与思考……

BBC视角下的“丢书大作战”

The Fair, a content production company based in Beijing, kick-started "the book-dropping battle" campaign on Tuesday in major cities.

上周二，位于北京的内容营销公司新世相在中国的各大城市发起了一场“丢书大作战”活动。

While Emma Watson left about 100 copies of Maya Angelou's Mom & Me & Mom across the New York and London transport networks as part of a community project, the Chinese campaign has become much larger in scale.

作为社区活动的一部分，艾玛•沃特森曾在纽约和伦敦的交通线路中藏了100本玛雅•安吉罗所著的《Mom & Me & Mom》，而在中国，这一活动的规模则要大的多。

The media-savvy organisers have placed more than 10,000 books around the underground, taxis and planes in Beijing, Shanghai and Guangzhou. The campaign will soon expand into other cities.

深谙传媒之道的组织者——新世相在北上广三座大城市的地铁、出租车以及飞机上放了超过10000本书。而这一活动也迅速扩散到其他城市。

The activity has earned the endorsements of A-listers such as actors Huang Xiaoming and Xu Jinglei, and the sponsorship of several large publishers.

这一活动同时也吸引包括演员黄晓明、徐静蕾等一线明星参与，而几家大型出版商也对该活动提供了赞助。

However, the campaign experienced plenty of hiccups.

然而，这一活动却遇上了点麻烦。

Some books were left untouched because passengers thought they had been left there by people wanting to save the seats; some books were taken away by cleaners; people also complained that they couldn't get to the books because the carriages were too crowded.

一些书无人问津，不少乘客以为这些书是别人用来占座的；而有些书则被保洁人员拿走回收；也有人抱怨地铁车厢过于拥挤，他们根本拿不到这些书。

Shanghai Metro has urged passengers not to participate during peak hours, saying that the campaign could affect commuters. Guangzhou Metro also said it might also disrupt public order.

上海地铁请乘客们不要在早晚高峰参与这项活动，称该活动会影响上下班的乘客。广州地铁也称此举可能会打乱公共秩序。

各路网友纷纷吐槽

BBC还默默收集整理了不少微博网友的评论。总体来说，大致分为以下两类↓↓↓

槽点1：情怀还是营销？

But many social media users took issue with the motives of the book-sharing drive itself, criticising it as an eye-grabbing marketing event that did little to encourage reading.

但许多网友对该活动的动机持反对态度，认为这不过是一个吸引眼球的营销手段，并不能真正鼓励人们进行阅读。

BBC还亮出了一则网友的经典评论↓↓↓

"I think the most probable outcome is that people will take photos and selfies when they pick up the books. They will write a post on WeChat [a popular chatting app in China]. Feeling satisfied, they will bring the books back home and put it in the back of the bookshelves," said "Guo Qing aaaa" on Weibo.

“三年高考五年模拟”，厉害了word同学……

话说为啥BBC没有翻译出“五三”？？？大概歪果仁不知道这玩意儿是啥……

槽点2：丢书的人读书吗？

Some social media users pointed out that Watson has studied at Brown University and Oxford University; she is an avid reader that has her own feminist book club. But Chinese celebrities endorsing the campaign didn't seem to be reading much.

还有一些网友指出，艾玛曾在布朗大学和牛津大学就读。她本身就是个书虫，还设立了女性读书会。但为此活动代言的中国明星们似乎都不怎么读书。

A Weibo user wrote: "Isn't it embarrassing that the campaign is now promoted by stars who apparently don't read?"

有一位微博网友写道：“这种活动由一些显然不怎么读书的明星代言推广，这难道不尴尬吗？”

从这一点上，BBC又引出了下一个问题。而在他们看来，这或许是“丢书大作战”在中国遇冷的关键↓↓↓

中国人都不读书吗？

BBC首先引用了中国新闻出版研究院2015年的一组数据↓↓↓

An average Chinese person read 4.58 paper books in 2015, according to a nation-wide survey conducted by the Chinese Academy of Press and Publication.

That is much lower than the Canadians, at 17 books a year, and 12 in the United States.

根据数据显示，2015年，中国年人均阅读量是4.58本纸质书。而这一数字要远低于加拿大的17本和美国的12本。

然后，他们还采访了中国著名作家慕容雪村（←不是唱《东北人都是活雷锋》的那个啊喂！）

慕容雪村认为，这种中国版的“丢书大作战”并非坏事，但这一活动却无法触及中国人读书少的深层原因。

Murong Xuecun, an acclaimed Chinese writer, told the BBC that he thought having a Chinese version of the book-sharing campaign was not at all a bad thing, but that the campaign will do little to address the deeper reasons why Chinese people don't read.

"In the past three decades, the Chinese economy has been developing rapidly and people don't have much leisure time. Everybody is in a rush and busy with work. They don't have time for reading."

“在过去的这三十年间，中国经济飞速发展，人们没有多少闲暇时间。每个人都行色匆匆，为工作奔忙，没什么时间读书。”

Even though Chinese society values education, Murong said that Chinese people had a target-oriented attitude towards reading. It is not seen as something to be enjoyed, or something that serves a higher purpose.

尽管中国社会重视教育，但慕容雪村认为，人们采取了一种功利的态度来看待阅读。阅读并不被视为一种享受，或者代表着一种更高的追求。

"When Chinese students study for gaokao [the national university entrance exams] or for high scores when studying overseas, they have an obvious goal."

“当中国海内外学子备战高考或是为留学不断刷分时，他们的目标很明确。”

"People always ask what kind of use the book has. Books related to culture are not read by many."

“人们总是会问这本书有什么用。而和文化相关的书籍却鲜有人阅读。”

所以，BBC的意思是说，咱们中国人都不爱读书咯？

果真如此吗？

《中国新闻周刊》于11月20日发起的一项读书调查报告显示，有67.8%的网友表示距离上一次读完一本书还不到一个月。

而且世纪君发现，尽管大家生活都十分忙碌，但还是有不少网友表示，每天都抽时间出来阅读。

所以，实际情况或许也并没有BBC所说的那么糟。

坚持阅读的小伙伴你们在哪里？出来举个手让世纪君看到哈~

“丢书大作战”主办方是这么回应的

面对许多人对这次活动的质疑，BBC也采访到了活动主办方新世相公司。

Zhang Wei, the co-founder of The Fair, didn't seem bothered by the flurry of criticism.

新世相的创始人之一张伟，似乎并没有受到相关争议的困扰。

"We are a company. We are not saying businesses cannot do charity works, but as a company, there must be commercial considerations behind our actions," Zhang told the BBC.

张伟在接受BBC采访时表示，“我们是一家公司。这并不是说企业就不能做公益，但作为一家公司，我们必然在活动中将商业因素考虑进来。”

Zhang said they had not received any money from the publishers, but admitted that it brought a lot of good publicity to the one-year-old company.

张伟称他们没有向出版商收取一分钱，但他也承认，这一活动为这家成立仅一年的公司带来了很好的宣传效果。

"Just because Chinese people don't read regularly it doesn't mean that we should do nothing to encourage reading."

“中国人没有定期阅读的习惯，但这并不意味着我们不会努力去鼓励阅读。”

除了BBC以外，央视在近期也做了一期关于“丢书大作战”的节目，听取了国内各方面的声音。总体来说，大家对“丢书大作战”这一活动的初衷还是持肯定态度的↓↓↓

https://v.qq.com/txp/iframe/player.html?width=500&height=375&auto=0&vid=j0022hacvdv

最后，世纪君想说，不论采取何种形式来鼓励阅读，唯有静下来翻开书，收获才是自己的。本君先前也为大家推荐整理过不少书单，大家不妨放下手头的学 (shou) 习 (ji) 工(dian) 作 (nao)，从今天开始，静静地翻开一本好书↓↓↓

毕竟，腹有诗书气自华。

你最近刚读完的一本书是什么？你有什么好书推荐吗？

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（作者：小杏犬）

【福利】各年级报纸全新上架！爆款随时可能断货，戳这里进入商城开抢啦~