Lucky subway and taxi passengers in Beijing, Guangzhou and Shanghai might stumble upon a hidden book during their commutes.
最近，北京、上海和廣州的乘客們很可能在地鐵車廂或出租車內(nèi)邂逅一本有心人士“丟”掉的書。
The Fair, an online entertainment and publishing company, has dropped 10,000 books in spots on subway networks, passenger planes and Didi carpooling vehicles in all three cities to spark an interest in reading among the masses as part of its "Mobook" movement. Another 10,000 have been arranged on the basis of a QR code system for book donors to join the campaign to drop their own books around the Chinese cities.
作為此次的活動(dòng)組織方，在線娛樂和出版公司“新世相”已經(jīng)在北上廣三個(gè)城市中的地鐵系統(tǒng)、航空系統(tǒng)以及滴滴順風(fēng)車內(nèi)“丟”下了近萬本書，正式啟動(dòng)“丟書大作戰(zhàn)”行動(dòng)，以此來激發(fā)廣大乘客的閱讀興趣。自愿捐書的讀者還可以通過掃二維碼來加入丟書行動(dòng)，將自己收藏的書目“丟”在城市的某個(gè)角落。未來很可能還會(huì)再有萬本書出現(xiàn)在乘客的視線中。
Pop singers, actors, writers, and TV hosts have also joined the campaign, sparking discussion about the "Mobook" campaign on microblog service Weibo.
很多流行歌手、作家以及電視節(jié)目主持人也紛紛加入到這場行動(dòng)中來，掀起了一陣“丟書”狂潮，并在微博上引起諸多熱議。
The movement is inspired by "Books on the Underground," a community project in London that aims to promote reading during commuting hours, according to Zhang Wei, CEO of The Fair.
“新世相”創(chuàng)始人張偉表示，中國版的“丟書大行動(dòng)”靈感來源于之前在倫敦舉辦的“地鐵尋書活動(dòng)”，主要目的在于激發(fā)乘客閱讀興趣，培養(yǎng)閱讀習(xí)慣。
"Books on the Underground" was not well-known in China until British actress Emma Watson partnered with the UK-based project to hide 100 novels on the London tube, which drew worldwide attention.
前不久，英國演員艾瑪·沃特森在倫敦地鐵上“丟”下了一百本書，在引起世界廣泛關(guān)注的同時(shí)，也在中國引起了廣泛討論。
"We had received multiple messages urging us to do something similar in China," said Zhang Wei.
張偉表示：“很多人都在公眾號(hào)留言，想讓我們?cè)趪鴥?nèi)也做些什么。”
After a week of preparation, he sent an email to Cordelia Oxley, director of "Books on the Underground," describing his plan and explaining the rules of "Mobook".
經(jīng)過一周的思考和準(zhǔn)備之后，張偉向“倫敦丟書行動(dòng)”的負(fù)責(zé)人科迪莉亞·奧克斯利發(fā)送了一封郵件，講明了自己的計(jì)劃以及中國版“丟書大作戰(zhàn)”的相關(guān)細(xì)節(jié)。
Zhang said Oxley replied to him in just two hours, saying that she thought the idea was great and offering help if needed.
張偉提到，對(duì)方在郵件發(fā)送兩個(gè)小時(shí)之后就給予了回復(fù)，表示非常欣賞這個(gè)創(chuàng)意，同時(shí)也愿意提供力所能及的幫助。
The uniqueness of "Mobook" lies in its online system. Everyone who wants to donate books must submit their titles online. QR code stickers are then sent to their address, which they attach to each book, allowing donors to keep track of who is reading their picks.
中國版“丟書大作戰(zhàn)”的獨(dú)特之處在于該行動(dòng)依托互聯(lián)網(wǎng)系統(tǒng)，任何想要捐書的讀者必須在線注冊(cè)，隨后主辦方將會(huì)發(fā)送二維碼貼紙，貼在每本要“丟”的書上，以便捐贈(zèng)者和后來邂逅書本的讀者保持聯(lián)系。
Wen Ya, a brand manager, told Xinhua that he would like to hide a copy of "The Catcher In The Rye" on the subway. "It’s a great idea and I am eager to share the book with strangers," he said.
一位名叫文亞的品牌經(jīng)理在接受新華社采訪時(shí)表示自己想要在地鐵里留下《麥田里的守望者》這本書?！拔矣X得這個(gè)想法非常好，我也特別愿意和陌生讀者分享我的這本書?！?BR> However, the movement has been met with mixed feelings. Some think it’s a good move to nurture reading habits among Chinese people, but others suspect the campaign is just a publicity stunt for The Fair.
然而，該行動(dòng)也受到了來自四面八方不同的評(píng)論。一些人認(rèn)為該行動(dòng)非常有利于培養(yǎng)國人良好的閱讀習(xí)慣，但是也有一些人懷疑這只不過是“新世相”嘩眾取寵，博取眼球的營銷手段。
"It must be exciting to find something as wonderful as a new book on your journey," said a WeChat user posting under the name Zhao.
一位姓張的微信用戶留言道：“邂逅一本新書的感覺一定非常美妙?！?BR> Another Wechat commenter, Jiang Yunmei, suspected the campaign is just a celebrity spectacle, wasting resources that should have been devoted to helping children in poor areas.
另外一位名為江云美的微信用戶認(rèn)為所謂的“丟書行動(dòng)”不過是名人效應(yīng)的產(chǎn)物，實(shí)屬浪費(fèi)資源，還不如幫助貧困地區(qū)的兒童來得實(shí)在。
Others were concerned that the floating library would just end up in recycling bins, as the books can be hard to spot in jammed subway cars.
還有一些網(wǎng)友擔(dān)心這些被“丟掉”的書本會(huì)埋沒于擁擠不堪的地鐵車廂，不能被乘客發(fā)現(xiàn)，最終淪落于丟進(jìn)垃圾箱的命運(yùn)。
Pictures of discarded books have already gone viral online, and there were comments saying passengers have ignored the books by sitting on top of them.
一些被“丟掉”的書被當(dāng)做廢棄品處理的照片在網(wǎng)絡(luò)上迅速流傳開來，有些評(píng)論寫道個(gè)別乘客干脆無視，直接坐在了書上面。
Zhang, however, remains confident about the movement. "I can’t say it’s a 100 percent failure nor a 100 percent success, but I am going to build it into a long-term project."
然而，面對(duì)種種質(zhì)疑，張偉仍然對(duì)“丟書行動(dòng)”充滿信心?！拔也桓艺f這次活動(dòng)一定成功或者失敗，但我會(huì)盡力去讓它一直持續(xù)下去。”
As for whether the movement will foster a love for reading among commuters, Zhang said that he is not an idealist, but it will make a difference if it becomes a long-running movement.
至于這次行動(dòng)會(huì)不會(huì)真正激發(fā)乘客們的閱讀興趣，張偉表示自己也不敢確定，但他認(rèn)為只要這個(gè)行動(dòng)一直持續(xù)下去，一定會(huì)對(duì)周圍環(huán)境和人群有所影響。
最近，北京、上海和廣州的乘客們很可能在地鐵車廂或出租車內(nèi)邂逅一本有心人士“丟”掉的書。
The Fair, an online entertainment and publishing company, has dropped 10,000 books in spots on subway networks, passenger planes and Didi carpooling vehicles in all three cities to spark an interest in reading among the masses as part of its "Mobook" movement. Another 10,000 have been arranged on the basis of a QR code system for book donors to join the campaign to drop their own books around the Chinese cities.
作為此次的活動(dòng)組織方，在線娛樂和出版公司“新世相”已經(jīng)在北上廣三個(gè)城市中的地鐵系統(tǒng)、航空系統(tǒng)以及滴滴順風(fēng)車內(nèi)“丟”下了近萬本書，正式啟動(dòng)“丟書大作戰(zhàn)”行動(dòng)，以此來激發(fā)廣大乘客的閱讀興趣。自愿捐書的讀者還可以通過掃二維碼來加入丟書行動(dòng)，將自己收藏的書目“丟”在城市的某個(gè)角落。未來很可能還會(huì)再有萬本書出現(xiàn)在乘客的視線中。
Pop singers, actors, writers, and TV hosts have also joined the campaign, sparking discussion about the "Mobook" campaign on microblog service Weibo.
很多流行歌手、作家以及電視節(jié)目主持人也紛紛加入到這場行動(dòng)中來，掀起了一陣“丟書”狂潮，并在微博上引起諸多熱議。
The movement is inspired by "Books on the Underground," a community project in London that aims to promote reading during commuting hours, according to Zhang Wei, CEO of The Fair.
“新世相”創(chuàng)始人張偉表示，中國版的“丟書大行動(dòng)”靈感來源于之前在倫敦舉辦的“地鐵尋書活動(dòng)”，主要目的在于激發(fā)乘客閱讀興趣，培養(yǎng)閱讀習(xí)慣。
"Books on the Underground" was not well-known in China until British actress Emma Watson partnered with the UK-based project to hide 100 novels on the London tube, which drew worldwide attention.
前不久，英國演員艾瑪·沃特森在倫敦地鐵上“丟”下了一百本書，在引起世界廣泛關(guān)注的同時(shí)，也在中國引起了廣泛討論。
"We had received multiple messages urging us to do something similar in China," said Zhang Wei.
張偉表示：“很多人都在公眾號(hào)留言，想讓我們?cè)趪鴥?nèi)也做些什么。”
After a week of preparation, he sent an email to Cordelia Oxley, director of "Books on the Underground," describing his plan and explaining the rules of "Mobook".
經(jīng)過一周的思考和準(zhǔn)備之后，張偉向“倫敦丟書行動(dòng)”的負(fù)責(zé)人科迪莉亞·奧克斯利發(fā)送了一封郵件，講明了自己的計(jì)劃以及中國版“丟書大作戰(zhàn)”的相關(guān)細(xì)節(jié)。
Zhang said Oxley replied to him in just two hours, saying that she thought the idea was great and offering help if needed.
張偉提到，對(duì)方在郵件發(fā)送兩個(gè)小時(shí)之后就給予了回復(fù)，表示非常欣賞這個(gè)創(chuàng)意，同時(shí)也愿意提供力所能及的幫助。
The uniqueness of "Mobook" lies in its online system. Everyone who wants to donate books must submit their titles online. QR code stickers are then sent to their address, which they attach to each book, allowing donors to keep track of who is reading their picks.
中國版“丟書大作戰(zhàn)”的獨(dú)特之處在于該行動(dòng)依托互聯(lián)網(wǎng)系統(tǒng)，任何想要捐書的讀者必須在線注冊(cè)，隨后主辦方將會(huì)發(fā)送二維碼貼紙，貼在每本要“丟”的書上，以便捐贈(zèng)者和后來邂逅書本的讀者保持聯(lián)系。
Wen Ya, a brand manager, told Xinhua that he would like to hide a copy of "The Catcher In The Rye" on the subway. "It’s a great idea and I am eager to share the book with strangers," he said.
一位名叫文亞的品牌經(jīng)理在接受新華社采訪時(shí)表示自己想要在地鐵里留下《麥田里的守望者》這本書?！拔矣X得這個(gè)想法非常好，我也特別愿意和陌生讀者分享我的這本書?！?BR> However, the movement has been met with mixed feelings. Some think it’s a good move to nurture reading habits among Chinese people, but others suspect the campaign is just a publicity stunt for The Fair.
然而，該行動(dòng)也受到了來自四面八方不同的評(píng)論。一些人認(rèn)為該行動(dòng)非常有利于培養(yǎng)國人良好的閱讀習(xí)慣，但是也有一些人懷疑這只不過是“新世相”嘩眾取寵，博取眼球的營銷手段。
"It must be exciting to find something as wonderful as a new book on your journey," said a WeChat user posting under the name Zhao.
一位姓張的微信用戶留言道：“邂逅一本新書的感覺一定非常美妙?！?BR> Another Wechat commenter, Jiang Yunmei, suspected the campaign is just a celebrity spectacle, wasting resources that should have been devoted to helping children in poor areas.
另外一位名為江云美的微信用戶認(rèn)為所謂的“丟書行動(dòng)”不過是名人效應(yīng)的產(chǎn)物，實(shí)屬浪費(fèi)資源，還不如幫助貧困地區(qū)的兒童來得實(shí)在。
Others were concerned that the floating library would just end up in recycling bins, as the books can be hard to spot in jammed subway cars.
還有一些網(wǎng)友擔(dān)心這些被“丟掉”的書本會(huì)埋沒于擁擠不堪的地鐵車廂，不能被乘客發(fā)現(xiàn)，最終淪落于丟進(jìn)垃圾箱的命運(yùn)。
Pictures of discarded books have already gone viral online, and there were comments saying passengers have ignored the books by sitting on top of them.
一些被“丟掉”的書被當(dāng)做廢棄品處理的照片在網(wǎng)絡(luò)上迅速流傳開來，有些評(píng)論寫道個(gè)別乘客干脆無視，直接坐在了書上面。
Zhang, however, remains confident about the movement. "I can’t say it’s a 100 percent failure nor a 100 percent success, but I am going to build it into a long-term project."
然而，面對(duì)種種質(zhì)疑，張偉仍然對(duì)“丟書行動(dòng)”充滿信心?！拔也桓艺f這次活動(dòng)一定成功或者失敗，但我會(huì)盡力去讓它一直持續(xù)下去。”
As for whether the movement will foster a love for reading among commuters, Zhang said that he is not an idealist, but it will make a difference if it becomes a long-running movement.
至于這次行動(dòng)會(huì)不會(huì)真正激發(fā)乘客們的閱讀興趣，張偉表示自己也不敢確定，但他認(rèn)為只要這個(gè)行動(dòng)一直持續(xù)下去，一定會(huì)對(duì)周圍環(huán)境和人群有所影響。