扎克伯格对改名给出的解释是，新品牌“Meta”可以更好地涵盖其公司正在做的事情，即该公司不只是专注于社交媒体，还要扩展到虚拟现实（VR）等领域，打造一个新型虚实相融互联网平台。
近期处于舆论风暴中的Facebook做了个重大决定，将其叫了近17年的名字改了。
当地时间10月28日，Facebook创始人扎克伯格宣布，将其公司总体品牌名改为“Meta”。社交媒体Facebook业务部门降级为子公司之一，与旗下其他社交媒体Instagram和WhatsApp等并列。
On October 28, local time, Facebook founder Zuckerberg announced that his company’s overall brand name would be “ Meta” and that social media Facebook operations would be downgraded to one of its subsidiaries, along with other social media outlets such as Instagram and WhatsApp.
这一带有科幻风的新名字有“元宇宙”的意思。扎克伯格称，改名意味着其公司将着力打造一个新型虚实相融互联网平台。
The new name with the sci-fi is & ldquao; the meta-cosmos & & rdquao;. Zuckerberg says that changing the name means that his company will invest in a new virtual Internet platform.
当天下午，Facebook加州总部前的原“大拇指”公司标志被撤下，换上了一个新的类似无限符号的蓝色标志。但外界认为，仅仅是改名并不能解决Facebook目前面临的舆论危机。
That afternoon, former & ldquao; thumb & rdquao; company logos were removed and replaced with a new blue symbol like unlimited symbols. But, according to the outside world, simply changing the name does not solve the public opinion crisis that Facebook is currently facing.
━━━━━
扎克伯格怎么说的？
What did Zuckerberg say?
在当天的Facebook Connect大会上，扎克伯格对改名给出的解释是，新品牌“Meta”可以更好地涵盖其公司正在做的事情，即该公司不只是专注于社交媒体，还要扩展到虚拟现实（VR）等领域，打造一个新型虚实相融互联网平台。
At the Facebook Connect Congress on the same day, Zuckerberg explained the name change as the new brand & ldquo; Meta” it could better cover what its company was doing, namely, it was not only focusing on social media, but also extending to areas such as virtual reality (VR) to create a new virtual Internet platform.
新名字“Meta”来自希腊语，意思是“超越”，也代表着“元宇宙（Metaverse）”。扎克伯格认为，新品牌名代表其公司将开展的“元宇宙”计划。
The new name & & ldquo; Meta” from Greek, meaning & & & & & & & & & & & & & & & & & & & & & & & & ; also representing & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & ; & & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & & & ; & & & & & & & & & & ; & & & & ; & & & & & & ; ; & & & & & & ; & & & & & & & ; ) ) & & & ) & & & & & & & & & & & & & ). & & ) & & & & & & & & & & & & & & &
“元宇宙”被描述成一个以3D形式呈现的虚拟现实：人们可以不再使用电脑、手机等设备，而是使用虚拟现实设备（VR眼镜、耳机等）进入虚拟数字环境中，并在其中开展工作、娱乐、社交和购物等活动。“你会真的觉得你和其他人在一起。”扎克伯格说。
& ldquo; meta-cosmos & rdquao; described as a virtual reality in 3D form: people can move away from computers, mobile phones, etc., to virtual digital environments using virtual reality devices (VR glasses, headphones, etc.) to work, entertain, socialize and shop. & ldquo; you really feel like you're with someone else. & rdquao; Zuckerberg says.
科技新闻网站The Verge报道称，“元宇宙”这一概念来自科幻小说作家尼尔·斯蒂芬森（Neal Stephenson）1992年的作品《雪崩》。其指代的是一个独立、平行于现实世界之外，基于虚拟现实、增强现实、共享技术等科技而存在的3D在线虚拟空间。目前市面上已有多款含有虚拟世界、用户自建属性的游戏，也被认为隐含着“元宇宙”的元素。
The Science and Technology News website The Verge reports that & ldquo; the dollar universe & rdquo; this concept from science fiction writer Neil & Middot; and Neal Stephenson's 1992 " Avalanche ". It refers to an independent, parallel virtual 3D space that exists outside the real world, based on technology such as virtual reality, enhanced reality, shared technology, etc. There are many games on the market that contain virtual worlds, user-built attributes, and are also considered to imply & ldquao; elements of the metaspace & rdquao;
▲Facebook“元宇宙”概念视频。图/IC photo
Facebook还发布了一系列关于“元宇宙”的概念视频，例如用户在无法现实参与朋友聚会时，可以将自己的全息图像发送过去，用虚拟方式参与其中；远程参与同事会议时，让自己的虚拟形象坐到会议桌旁。
Facebook also published a series of conceptual videos on “ the meta-cosmos & rdquo; for example, users can send their holograms to their friends when they are unable to participate realistically in them, in a virtual way; and when they participate remotely in a meeting of colleagues, they bring their virtual image to the table.
该公司目前也已经推出一款基于“元宇宙”概念的会议软件，当用户使用该公司的Oculus VR耳机时，就可以通过这一款软件进入虚拟办公室参与会议。
The company has also now introduced a conference software based on “ the meta-cosmos & rdquo; and a concept that allows users to enter the virtual office to participate in the meeting when they use the company's Oculus VR headphone.
但对于“元宇宙”何时能完全建成，Facebook全球政策与传播副总裁尼古拉斯·克莱格 （Nicholas Clegg）在一次采访中表示，这可能需要10年到15年。
But for & ldquo; the meta-cosmos & rdquao; when will it be fully built, Nicholas & Middot, Vice-President of Global Policy and Communications on Facebook, and Nicholas Clegg, in an interview, said that this could take 10 to 15 years.
扎克伯格表示，这次企业更名还意味着，未来用户将不需要以Facebook账号来使用该公司的其他服务。
Zuckerberg stated that the change of name also meant that future users would not need to use the company's other services with a Facebook account.
“我们今天被视为一家社交媒体公司，而元宇宙是下一个前沿领域，就像我们公司刚起步时，社交网络被视为未来发展的重要领域一样。”扎克伯格说。
& ldquo; we are today seen as a social media company, and the Woncos are the next frontier, just like when our company started, social networking was seen as an important area for future development. ” Zuckerberg says.
━━━━━
摆脱“公关噩梦”的尝试？
对于扎克伯格的这些解释，批评者并不买账。外界解读称，这一举动是为拯救Facebook声誉而进行的一次品牌重塑。
The critics do not buy the accounts for these explanations. According to the outside world, the move was a brand re-branding to save the reputation of Facebook.
这一改名被认为只是“装饰性质的”，因为除了名字换了，其公司结构没有太大变化，高级领导层也没有任何人事变动。只是扎克伯格的个人Facebook主页上，简介改成了“Meta的创始人兼 CEO”。另外，自12月1日起，其公司的股票代码更改为“MVRS”。
This change of name is considered to be only “ decorative & rdquo; because, apart from the change of name, its corporate structure has not changed much, nor has there been any change in the senior leadership. Only on Zuckerberg's personal Facebook page, the profile was changed to “ Meta's founder and CEO” and since 1 December, its stock code was changed to “ MVRS”
长期以来，Facebook一直在数据隐私、内容审核等方面被负面报道缠身。外界批评该平台上充斥虚假信息，且会对青少年用户的心理健康带来负面影响。
Facebook has long been entangled in negative stories about data privacy, content review, etc. The platform has been criticized for being full of false information and has a negative impact on the mental health of youth users.
上个月，其内部员工弗朗西斯·豪根（Frances Haugen）的爆料更是把Facebook推向一场更大的舆论风暴，也使该公司面临一系列国会听证会和监管审查。
Last month, its internal employee, Francis & Middot; and the blast by Frances Haugen, pushed Facebook into a larger public opinion storm, also exposing the company to a series of parliamentary hearings and regulatory reviews.
▲当地时间2021年10月25日，英国伦敦，前Facebook数据科学家、后来成为“吹哨人”的弗朗西丝·豪根出席听证会，声称Facebook公司正在加剧网上仇恨和极端主义。图/IC photo
豪根向美媒和美国证监会披露了该公司数万份内部文件，指控脸书将“公司利益置于公关安全之上”。之后，《华尔街日报》、美联社等17家美媒开展合作，推出围绕这些“脸书档案”（Facebook Files）的系列调查报道。
Haogen revealed tens of thousands of company internal documents to the US media and the US SEC, accusing Facebook of putting &ldquao; corporate interests above public relations security & & & rdquao; followed by 17 media outlets, such as the Wall Street Journal, Associated Press, working together to launch a series of investigative reports around these & & ldquao; Facebook files & & rdquao; and Facebook Files.
这些调查报道的结论指出，这一社交平台对仇恨言论、虚假信息等不良内容的管理失职，加剧了对现实世界的真实伤害。
The findings of these surveys point to the fact that this social platform has failed to manage bad content such as hate speech, false information, and has exacerbated the real harm to the real world.
其公司内部（包括CEO扎克伯格本人）非常清楚其社交媒体平台上充斥不良信息，也了解这些信息所带来的不良影响。尽管此前已有多次媒体曝光和批评，有多次针对这些问题的国会听证会，但该公司并没有选择解决这些问题。
Within its own company, including CEO Zuckerberg himself, it is well aware that its social media platforms are full of bad information, as well as of its negative effects. Despite previous media exposures and criticisms, and parliamentary hearings on these issues, the company has not chosen to address them.
当其公司内部人员试图解决这些问题时，其领导者认为这会阻碍公司利益增长，因此搁置或否定解决方案。
When their insiders try to solve these problems, their leaders see this as an impediment to the growth of corporate interests and therefore set aside or negate solutions.
这一系列内部文件调查还指出，Facebook在美国“1·6”国会大厦骚乱事件中有不可逃脱的责任。
This series of internal documentation investigations also pointed out that Facebook had an inescapable responsibility in the United States & ldquao; 1· 6&rdquao; and riots in the congressional building.
分析者指出，虽然人们会说美国的仇恨言论和暴力事件并不是Facebook造成的，但这一社交平台确实起到了“扩音器”的作用。并且在大量违反禁止煽动暴力规定的言论出现时，该公司在言论审核和管制上失职。
The analysts point out that, while it may be said that hate speech and violence in the United States are not caused by Facebook, this social platform does play the role of &ldquao; amplifier & & rdquao; and that the company has failed in its censorship and control in the event of massive violations of the prohibition of incitement to violence.
美联社一项调查报道写道，“Facebook看着特朗普在美国点燃仇恨”，而直到国会大厦骚乱事件发生之后，Facebook才宣布将特朗普禁言至2023年，
A Associated Press investigation reported that & ldquo; Facebook watched Trump ignite hatred in the United States & & rdquao; and that it was only after the riots in the House of Congress that Facebook announced that Trump would not speak until 2023.
BBC对此评论指出，Facebook改名只是将人们的注意力从其负面新闻上转移开的一次公关尝试。
In response, BBC noted that the change of name on Facebook was only a public relations attempt to divert attention from its negative news.
━━━━━
改名会有作用吗？
Does it work?
Facebook宣布改名后，外界的反应并不是太好。
When Facebook announced a change of name, the response from the outside world was not too good.
批评者称，“元宇宙”目前并不存在，还只是理论层面上的一个概念而已。要真正打造这一虚拟现实平台，可能还需要很长一段时间。扎克伯格自己也强调，这是一个长期产品。
Critics argue that & ldquao; the meta-cosmos & & rdquao; it does not exist, it is just a theoretical concept. It may take a long time to really build this virtual reality platform. Zuckerberg himself stressed that it is a long-term product.
对Facebook内部文件开展追踪报道的美联社也指出，企业品牌重塑不太可能解决脸书目前面临的危机，也不太可能平息外界持续不断的批评。
The Associated Press, which followed up on Facebook internal documents, also noted that rebranding of business brands is unlikely to resolve the current crisis facing Facebook or to appease persistent criticism from the outside world.
面对一系列舆论危机和信任危机，扎克伯格在当天的发布演讲中表示，“过去几年里，在很多方面我和我的公司都曾蒙羞。”在当天发布的一篇文章中，扎克伯格也表示，此次品牌重塑将吸取过去的“教训”，将隐私和安全融入新一代产品中。《华盛顿邮报》对此表示，这是扎克伯格对Facebook存在问题的一次“点头承认”。
In the face of a series of public opinion and trust crises, Zuckerberg stated in his speech the same day that & ldquo; I and my company have been ashamed in many ways in the last few years. & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, in an article released on the same day & & & & & & & & & & & & & & & & & & & & & & & & & &, & & & & & & & & & & & & & & & &, & & & & & & & & & & &, & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, & & & & & & & & & & & & & & & &,, & & & & &,, & & & & & & & & & & & & & & & # & & & & & & &
对于外界针对公司改名的一片质疑声，他回应表示，认为他改变公司名称是为了逃避舆论争议是“荒谬的”。称自2014年收购Instagram和WhatsApp以来，他就产生了对公司品牌进行重塑的想法，而到今年早些时候，他认为改变的时机已经到来。
In response to an outside question about the company’s name change, he said that he had changed his name in order to avoid public opinion controversy & ldquo; ridiculous & rdquao; and that since the acquisition of Instagram and WhatsApp in 2014, he had come up with the idea of reshaping the company’s brand, and by early this year he believed that the time had come for change.
另外，此前也有一些公司在深陷丑闻或调查后选择品牌重塑，因此不少美媒将Facebook的这一举动与这些“先例”联系在一起。例如，万宝路香烟的制造商、烟草巨头菲利浦·莫里斯公司在声誉受损后，决定更名为奥驰亚。
In addition, some companies have previously chosen brand remodeling after a scandal or investigation, so many American media have associated this move with these & & ldquo; precedent & & & rdquo; for example, the manufacturer of Marlboro cigarettes, the tobacco giant Philip & Middot; and Morris decided to change its name to Ozea after reputational damage.
对此，Facebook全球政策与传播副总裁尼古拉斯·克莱格 （Nicholas Clegg）表示，媒体的这种类比是不当的，称其“极具误导性”。
In response, Nicholas & Middot, Vice-President of Global Policy and Communication on Facebook; Nicholas Clegg, stated that the media analogy was incorrect and called it &ldquao; it was extremely misleading & rdquao;
同是科技巨头的谷歌也曾改名重组。2015年，谷歌宣布成立新的母公司Alphabet。
Google, also a technology giant, was retitled. In 2015, Google announced the creation of a new parent company, Alphabet.
这两家科技公司的品牌重塑理由也十分类似。谷歌当时表示，重组和改名是因为其业务范围已经远超最初谷歌所代表的搜索引擎，还包括新增的无人驾驶汽车、智能家居等。但谷歌的品牌重塑尝试并不那么成功，公众还是对“谷歌”这一名字更加熟悉。
Google said that the rebranding and renaming were due to the fact that its scope was much greater than the original Google search engine, including new unmanned cars, smart homes, etc. But Google’s brand rebranding attempts were less successful, and the public was more familiar with the name & ldquo; Google & rdquo.
对于Facebook此次的改名，一家品牌设计机构的负责人菲尔·戴维斯（Phil Davis）对《华尔街日报》表示，这种从专注最初产品转型为提供更广泛服务，从而更改品牌名称的情况是相当典型的，对于一些大型公司而言，确实需要这么做。
For the change of name on Facebook, Phil·, the head of a brand design agency; and Phil Davis, for the Wall Street Journal, stated that this shift from focusing on the initial product to providing a wider range of services, and hence changing brand names, was quite typical and indeed needed for some large companies.
▲当地时间2021年10月28日，美国加州门洛帕克，Facebook将更名为“Meta”，来源于“元宇宙”（Metaverse），其总部新logo已公开亮相。图/IC photo
但他也指出，仅凭换一个新名字是不够的，公司转型需要实际的转变。一家名为Radio Shack的电子产品零售商曾为阻止销量下滑而改名为The Shack，但最终还是在6年后破产。
But he also pointed out that it was not enough to change a new name, and that the transformation of the company would require a real transformation. One electronic retailer, Radio Shack, changed its name to The Shack to stop the decline in sales, but eventually went bankrupt six years later.
宾夕法尼亚大学沃顿商学院市场营销系教授帕蒂·威廉姆斯（Patti Williams） 则表示，目前Facebook无论在社交媒体产品层面，还是在总品牌层面，都面临很多负面评价，因此他们想要推出这一新的战略方向，以表明他们不仅仅是Facebook这一社交媒体。
Patti & Middot, Professor, Department of Marketing, Wharton School of Business, University of Pennsylvania; Patti Williams, for his part, said that Facebook now faces many negative comments, both at the social media product level and at the overall brand level, and that they want to launch this new strategic direction to show that they are not just Facebook as a social media.
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