from < the blog in the corporate machine > 摘自《經(jīng)濟(jì)學(xué)人》 feb 9th 2006
they have always had their critics, but corporations are having an especially hard time making friends of late. scandals at enron and worldcom destroyed thousands of employees' livelihoods, raised hackles about bosses' pay and cast doubt on the reliability of companies' accounts; labour groups and environmental activists are finding new ways to co-ordinate their attacks on business; and big companies such as mcdonald's and wal-mart have found themselves the targets of scathing films. but those are just the enemies that companies can see.（1） even more troubling for many managers is dealing with their critics online—because, in the ether, they have little idea who the attackers are.
……
mike kaltschnee's site, hackingnetflix.com, became a force to be reckoned with for netflix, a video-rental outfit that delivers to people's homes. when netflix said it was not interested in mr kaltschnee passing on questions from consumers, he posted the exchange online, hurting the firm's reputation among loyal customers. the company now treats him much more respectfully and his site has gained a large following.
（2）increasingly, companies are learning that the best defence against these attacks is to take blogs seriously and fix rapidly whatever problems they turn up.
生詞表：
ether n 以太網(wǎng)
以太網(wǎng)是當(dāng)今現(xiàn)有局域網(wǎng)采用的最通用的通信協(xié)議標(biāo)準(zhǔn)。該標(biāo)準(zhǔn)定義了在局域網(wǎng)（lan）中采用的電纜類型和信號(hào)處理方法。
小貼士： 你知道什么是博客么？
blog的全名應(yīng)是web log，中文意思是“網(wǎng)絡(luò)日志”，后來縮寫為blog，而博客（blogger）就是寫blog的人。從理解上講，博客是一種表達(dá)個(gè)人思想、生活故事、思想歷程、閃現(xiàn)的靈感，按照時(shí)間順序排列，并不斷更新的出版方式。簡(jiǎn)單的說博客是一類人，這類人習(xí)慣于在網(wǎng)上寫日記。
博客作為一種新表達(dá)的方式，它的傳播不僅情緒，包括大量的智慧、意見和思想。某種意義上說，它也是一種新的文化現(xiàn)象，博客的出現(xiàn)和繁榮，真正凸現(xiàn)網(wǎng)絡(luò)的知識(shí)價(jià)值，標(biāo)志著互聯(lián)網(wǎng)發(fā)展開始步入更高的階段。
--------------------------------------------------------------------------------
【參考譯文】
對(duì)許多經(jīng)理來說更麻煩的是應(yīng)對(duì)在網(wǎng)上批評(píng)他們的人，因?yàn)樵诰W(wǎng)上他們幾乎不知道這些攻擊者是誰。
這些公司逐漸認(rèn)識(shí)到對(duì)付這些攻擊的防御辦法就是認(rèn)真對(duì)待博客，并且對(duì)攻擊者找出的任何問題都快速的解決。
they have always had their critics, but corporations are having an especially hard time making friends of late. scandals at enron and worldcom destroyed thousands of employees' livelihoods, raised hackles about bosses' pay and cast doubt on the reliability of companies' accounts; labour groups and environmental activists are finding new ways to co-ordinate their attacks on business; and big companies such as mcdonald's and wal-mart have found themselves the targets of scathing films. but those are just the enemies that companies can see.（1） even more troubling for many managers is dealing with their critics online—because, in the ether, they have little idea who the attackers are.
……
mike kaltschnee's site, hackingnetflix.com, became a force to be reckoned with for netflix, a video-rental outfit that delivers to people's homes. when netflix said it was not interested in mr kaltschnee passing on questions from consumers, he posted the exchange online, hurting the firm's reputation among loyal customers. the company now treats him much more respectfully and his site has gained a large following.
（2）increasingly, companies are learning that the best defence against these attacks is to take blogs seriously and fix rapidly whatever problems they turn up.
生詞表：
ether n 以太網(wǎng)
以太網(wǎng)是當(dāng)今現(xiàn)有局域網(wǎng)采用的最通用的通信協(xié)議標(biāo)準(zhǔn)。該標(biāo)準(zhǔn)定義了在局域網(wǎng)（lan）中采用的電纜類型和信號(hào)處理方法。
小貼士： 你知道什么是博客么？
blog的全名應(yīng)是web log，中文意思是“網(wǎng)絡(luò)日志”，后來縮寫為blog，而博客（blogger）就是寫blog的人。從理解上講，博客是一種表達(dá)個(gè)人思想、生活故事、思想歷程、閃現(xiàn)的靈感，按照時(shí)間順序排列，并不斷更新的出版方式。簡(jiǎn)單的說博客是一類人，這類人習(xí)慣于在網(wǎng)上寫日記。
博客作為一種新表達(dá)的方式，它的傳播不僅情緒，包括大量的智慧、意見和思想。某種意義上說，它也是一種新的文化現(xiàn)象，博客的出現(xiàn)和繁榮，真正凸現(xiàn)網(wǎng)絡(luò)的知識(shí)價(jià)值，標(biāo)志著互聯(lián)網(wǎng)發(fā)展開始步入更高的階段。
--------------------------------------------------------------------------------
【參考譯文】
對(duì)許多經(jīng)理來說更麻煩的是應(yīng)對(duì)在網(wǎng)上批評(píng)他們的人，因?yàn)樵诰W(wǎng)上他們幾乎不知道這些攻擊者是誰。
這些公司逐漸認(rèn)識(shí)到對(duì)付這些攻擊的防御辦法就是認(rèn)真對(duì)待博客，并且對(duì)攻擊者找出的任何問題都快速的解決。