鑽石舞台

「你所看到的，從來都是我想給你看的樣子！」

這句話用來形容被展示在人前的形象-"人設」再合適不過了。

今年冬至，餃子不如瓜香。

The highly successful singer-songwriter Wang Leehom has issueda public apologyto his ex-wife after a high-profile family row that has gripped the Chinese-speaking world.

2021年底，最大的瓜之一就是王力宏苦心經營幾十年的優質偶像的人設崩塌。

His ex-wife Lee Jinglei accused him of emotional abuse, lack of care for his family, infidelity, and solicitation of sex workers.

在前妻「蕾神之錘」的重擊下，王力宏對家庭不負責任，情感暴力，出軌，招嫖，樁樁件件浮出水面...

This year we have seen so many celebrities』 fall.

魔幻的2021，我們看到了太多隱藏在「光鮮亮麗」背後的「千瘡百孔」，所以今天的 Buzzword 我們就來聊聊【人設】和【人設的崩塌】。

Persona, the word derives from Latin, where it originally referred to a theatricalmask.

Persona一詞源自拉丁語，它的本意說的是演員在表演時，為了表現某一角色所戴的特定的面具。

心理學上也會被叫做「人格面具」。

簡單來說，persona就是一個人在公眾面前或者在某一個特定的環境之下，他所扮演的一個角色。

And the phrase 「public persona」 refers to the personality that a person presents in public and that they are known for by most people.

所以，public persona就是你在公眾面前扮演的這個形象和角色，其實也就是我們說的人設.

Every one of us has a public persona.

The difference really is for some people，their public persona is not that far away from their true self while others might have a public persona that is the polar opposite to who they really are.

其實，每個人都有自己的人設，只不過有的人表里如一，有的人則當面一個樣，背後一個樣兒。

When we talk about public personas，of course we're mostly talking about celebrities.

不過，我們說人設的時候，多半還是說的明星們的人設。

And people often get upset when they hear scandals or negative gossips about the celebrities they like，because they feel like they have been let down because their celebrities are not really matching their public personas.

很多人特別是粉絲在喜歡的偶像出現人設崩塌的時候都會覺得很失望，覺得為什麼ta原來是這樣。

But if you think about it this way, celebrities they're not real people in this sense, they are essentially brands.

其實明星他們自己本身就是品牌.

So, celebrities just like businesses need to develop and protect their public image and public persona.

像所有其他的商務品牌一樣，明星就需要建立和保護他們自己的人設public persona.

有的時候我們也會說 "public image"，公眾形象.

This might not necessarily be who they are, because in business，they have to have a strong public persona or image，which can make them more marketable.

從商務的角度，TA們更需要一個marketable persona，有市場銷路的，也就是「好賣」的人設.

And this persona can significantly affect their earning potential.

However，as lucrative as a celebrity brand can be， it can also be incredibly fragile.

可正因為明星名人作為一個品牌可以有很大的市場價值和市場收益，所以他們也特別脆弱.

If the public persona collapses，jobs and endorsements can vanish in an instant，一旦出現這種驚天大瓜導致人設崩塌，工作機會，品牌代言等等都會離你而去.

In the past decade，China's entertainment industry has evolved at a rapid pace.

And talent managers are increasingly adapt in understanding ordinary people's emotional needs and mentality，thus creating stars and idols that fit their needs.

在過去的十幾年間，中國的娛樂業、造星產業對於觀眾和消費者越來越了解，所以能夠按照消費者的需求量身定造出來這種完美的人設.

Take Wong Leehom as an example, he has developed and created this public persona of a family man，

比如王力宏這些年，除了在自己專業領域之外，在私人生活里立的是」family man」，好老公，好爸爸的人設.

So when this type of scandal comes out, a mismatch of celebrities，true personality and his public persona will bring risks to brands who work with them.

而最近關於他私生活的爆料，就明顯和他的公眾人設不符，對於和他合作的品牌當然是巨大的風險.

So no wonder these famous brands，one after another, are dropping him.

當消費者和觀眾習慣了明星的某一種人設，即使這個明星所做出的行為並不是特別過分，但是只要和人設不符，也容易出現人設崩塌。

王源曾被授予「聯合國兒童基金會青年教育使者」稱號，2017年，還被《時代》雜誌選入「30位最有影響力的青少年」榜單。

也正因為如此正面積極的人設，導致其在公共場所吸煙的行為被報道後，引發了巨大的輿論反響。

From a publicly-known 「good boy」 to a 「bad boy」, Wang’s public persona collapsed when he was spotted smoking. That upset some fans who like him for his public persona.

Even if you don’t regularly tune in to the comedian’s hugely successful talk show (on the air since 2003), you probably know one thing:

She’s known for being super nice!

Ellen DeGeneres, 就是Ellen Show裡頭那個經常給觀眾送禮物，滿足小孩見偶像的願望，給普通群眾圓夢的「聖誕老人」般的存在。

Not only is her daily sign-off 「be kind to one another,」 she used to open each episode with some goofy dancing, which endeared millions of viewers to her every afternoon.

She frequently gives money and gifts to people in need, and has had many viral segments involving adorable small children meeting their heroes.

《艾倫秀》自2003年開播以來，收視率一直很高，並且多次獲得艾美獎。

2020年，因為遭到了指控和實名爆料，Ellen對節目組的種族主義、欺凌和性騷擾視而不見，她「Super Nice」的人設瞬間崩塌，之後，再怎麼砸重金送禮物，收視率也無力回天。

The downward spiral of Ellen's public persona, her public image collapsed.

For people who are fans of certain celebrities probably would feel really disappointed or let down by the collapse of their public persona.

But the way I see it is if you think of celebrities just like who they are, a business brand，you might be able to look at this whole thing in a different light.

畢竟明星人設可以靠資本包裝，而真正有力量的偶像需要的則是幾十年如一日的表里如一，以身作則.

Example 1：

-We can never be sure if celebrities』 public personas truly reflect who they are.

Example 2：

-Despite her public persona as a party girl, she leads a very quiet and private life.