“您有一條最新推送，向右滑動(dòng)瀏覽”，當(dāng)鎖屏變成App競(jìng)相斗艷，你推我送的秀場(chǎng)，用戶耳根不清，靜心更難。本文作者呼吁，在平臺(tái)和公司整改推送亂象的同時(shí)，手機(jī)用戶也應(yīng)采取行動(dòng)，設(shè)置手機(jī)應(yīng)用，關(guān)閉不必要的推送。
推送通知，統(tǒng)統(tǒng)關(guān)掉！
譯者：李 煦
校對(duì)：張?chǎng)谓?/span>
導(dǎo)讀&筆記：楊婧嫻
策劃：王旻彥 朱小釗
Turn Off Your Push Notifications. All of them.
關(guān)掉你的推送通知——每一個(gè)
本文選自 Wired | 取經(jīng)號(hào)原創(chuàng)翻譯
關(guān)注 取經(jīng)號(hào)，回復(fù)關(guān)鍵詞“外刊”
獲取《經(jīng)濟(jì)學(xué)人》等原版外刊獲得方法
Push notifications are ruining my life. Yours too, I bet. Download more than a few apps and the notifications become a non-stop, cacophonous waterfall of nonsense. Here's just part of an afternoon on my phone:
推送通知正在毀掉我的生活，說(shuō)是在毀掉我們所有人的生活也不為過。只要手機(jī)里下載了應(yīng)用，各種推送通知便會(huì)如滔滔江水般涌來(lái)，延綿不絕，擾亂我們的正常生活。每天下午的幾分鐘之內(nèi)，我便能收到這么多推送：
cacophonous /k?'k?f?n?s/ adj.having an unpleasant sound 發(fā)音不和諧的, 刺耳的
'Hi David! We found new Crown jewels and Bottle caps Pins for you!'
“嗨，David！我們?yōu)槟阏业搅诵碌幕使谥閷毢推可w！”
'Every one's talking about Bill Nye's newbook, Everything All at Once. Read a free sample.'
“所有人都在談?wù)揃ill Nye的新書《當(dāng)下盡知》（Everything All at Once）。免費(fèi)概覽一下吧?！?/span>
'Alex just posted for the first time in a while.'
“Alex 剛發(fā)了最近的第一條推文！”
I get notifications when an acquaintance comments on a stranger's Facebook posts, when shows I don't care about come to Netflix, and every single day at 6 PM when the crossword puzzle becomes available. Recently, I got a buzz from my close personal friends at Yelp. 'We found a hot new business for you,' it said. I opened the notification, on the off chance that Yelp had finally found the hot new business I've been waiting for. It did not. So I closed Yelp, stared into space for a second, and then opened Instagram. Productivity over.
不管是我的好友評(píng)論了別人的臉書推文，還是Netflix要上架我并不感興趣的節(jié)目，又或者是每晚六點(diǎn)，某個(gè)應(yīng)用更新了填字游戲，我都會(huì)收到推送通知。最近，我在Yelp（一個(gè)美國(guó)點(diǎn)評(píng)網(wǎng)站，譯者注）上收到來(lái)自密友的消息，上面寫道：“我找到了一家很不錯(cuò)的店！很適合你！”盡管我知道Yelp不可能這么良心，真的能搜羅到我夢(mèng)寐以求的絕世好店，但還是點(diǎn)開了這條通知。結(jié)果不言自明。所以我關(guān)上了Yelp，發(fā)了一秒的呆，然后停下手頭的工作，玩起了Instagram。
buzz /b?z/ n.sound of rapid vibration;aconfusion of activity and gossip對(duì)于品牌、產(chǎn)品等廣告主在乎的事情在網(wǎng)上發(fā)出的各種聲音
on the off chance be of slight possibility可能性很小
Over the last few years, there's been an increasingly loud call for a re-evaluation of the relationship between humans and smartphones. For all the good that phones do, their grip on our eyes, ears, and thoughts creates real and serious problems. 'I know when I take [technology] away from my kids what happens,' Tony Fadell, a former senior VP at Apple who helped invent both the iPod and the iPhone, said in a recent interview. 'They literally feel like you're tearing a piece of their person away from them. They get emotional about it, very emotional. They go through withdrawal for two to three days.”
近些年來(lái)，越來(lái)越多的人呼吁重新審視人類與智能手機(jī)的關(guān)系。手機(jī)確實(shí)有優(yōu)點(diǎn)，但人類在使用時(shí)目不轉(zhuǎn)睛，耳不旁聽，甚至思考也會(huì)受到限制，這會(huì)引發(fā)真實(shí)且嚴(yán)重的問題?！拔液芮宄?，如果我沒收孩子的（電子產(chǎn)品），后果會(huì)很嚴(yán)重。“蘋果的前高級(jí)副總裁托尼·法戴爾說(shuō)道，他參與了iPod和iPhone的研發(fā)?！熬拖袷怯采匕讶怂旱粢粚悠ひ粯?。他們會(huì)變得非?？裨辏獌扇觳拍芫忂^神來(lái)?！?/span>
Smartphones aren't the problem. It's all the buzzing and dinging, endlessly calling for your attention. A Deloitte study in 2016 found that people look at their phones 47 times a day on average; for young people, more like 82. Apple proudly announced in 2013 that 7.4 trillion push notifications had been pushed through its servers. The intervening four years have not reversed the trend.
問題不在于智能手機(jī)，而在于吵個(gè)不停的推送消息。德勤公司2016年的研究表明，人們平均每天看手機(jī)47次。在年輕人中，這一數(shù)字高達(dá)82。蘋果2013年宣布，其服務(wù)器已經(jīng)發(fā)送了7.4萬(wàn)億條推送通知。四年過去，這一數(shù)字仍在飆升。
There's a solution, though: Kill your notifications. Yes, really. Turn them all off. (You can leave on phone calls and text messages, if you must, but nothing else.) You'll discover that you don't miss the stream of cards filling your lockscreen, because they never existed for your benefit. They're for brands and developers, methods by which thirsty growth hackers can grab your attention anytime they want. Allowing an app to send you push notifications is like allowing a store clerk to grab you by the ear and drag you into their store. You're letting someone insert a commercial into your life anytime they want. Time to turn it off.
面對(duì)眾多推送困擾，人們還是有解決方法的：關(guān)掉推送通知。是的，關(guān)掉所有推送。（如果確實(shí)需要，可以只打開電話和短信推送，但把別的都關(guān)掉。）你會(huì)發(fā)現(xiàn)你并不想念滿屏的推送框，因?yàn)樗鼈儾⒉皇菫榱朔奖隳?，而是為了方便APP開發(fā)者和背后的公司而存在。推送也不過是營(yíng)銷人員渴求隨時(shí)吸引用戶注意力的手段而已。允許應(yīng)用軟件向你發(fā)送通知，就像允許一個(gè)售貨員抓著你的耳朵把你往店里拽，允許他人隨時(shí)在我們生活中插入廣告一樣。是時(shí)候關(guān)掉它們了。
Push and Pull
用戶和公司互相撕扯
Originally, push notifications were designed to keep you out of your phone rather than constantly drawing you in. When BlackBerry launched push email in 2003, users rejoiced: They didn't need to constantly check their inbox for fear they'd miss important messages. When email comes, BlackBerry promised, your phone will tell you. Until then, don't worry about it.
推送通知的設(shè)計(jì)初衷并不是為了讓人深陷手機(jī)，而是讓人們脫離手機(jī)。2003年，黑莓上架郵件推送功能時(shí)，用戶無(wú)不為之歡喜，因?yàn)樗麄冊(cè)僖膊挥脮r(shí)時(shí)查看郵箱，以免錯(cuò)過重要的消息。當(dāng)時(shí)，黑莓向用戶保證：新郵件到來(lái)時(shí)，手機(jī)自會(huì)推送。而手機(jī)沒有推送時(shí)，用戶不必再多余擔(dān)心。
rejoice /,r?ˋd???s/ v to feel or show that you are very happy喜悅，欣喜
Apple made push a system-wide feature in 2008, and Google did the same soon after. Suddenly, there was a way for anyone to jump into your phone when they wanted your attention. Push notifications proved to be a marketer's dream: They're functionally impossible to tell apart from a text or email without looking, so you have to look before you can dismiss. 'Push messages serve an important role in an app's user engagement,' digital marketing company Localytics wrote in 2015, 'and there are no signs pointing to a decrease any time soon.'
2008年，蘋果賦予操作系統(tǒng)內(nèi)所有應(yīng)用推送通知的權(quán)限，谷歌很快也推出了類似的更新。一夜之間，所有開發(fā)者都能隨時(shí)在他人手機(jī)上發(fā)送彈窗，獲取用戶注意力。而事實(shí)證明，營(yíng)銷人員也都對(duì)推送通知愛不釋手：因?yàn)橥扑偷臋C(jī)制使得用戶必須先查看消息，才能知道它是短信還是郵件。在清除推送之前，用戶必然要先查看?！巴扑屯ㄖ怯脩舸蜷_、使用APP的重要原因。”數(shù)字營(yíng)銷公司Localytics 2015年寫道。“一切跡象表明，推送通知仍會(huì)是用戶參與度的主力軍?！?/span>
In fairness, the platforms and companies responsible for this mess have tried intermittently to clean up. The Apple Watch was initially conceived as a way to keep you off your phone, offering clever filters and even adaptive vibrations to help differentiate between notifications you care about and those you don't. Instead, the Watch turned your wrist into yet another buzzable surface, this one even harder to ignore. After years of torturing users, Apple finally made it easier to dismiss all your notifications at once. Meanwhile, Google recently simplified the process of turning off notifications for specific apps, and plans in the next version of Android to give users more control over which notifications they want to receive at all.
平心而論，平臺(tái)和公司也在時(shí)不時(shí)地整飭他們所導(dǎo)致的推送亂象。Apple Watch的設(shè)計(jì)本意是通過智能的過濾系統(tǒng)和相應(yīng)的震動(dòng)模式，來(lái)區(qū)分用戶在意和不在意的通知，從而使用戶擺脫手機(jī)。但實(shí)際上，它卻在用戶的手腕建立起了另一個(gè)更令人難以忽略推送平臺(tái)。在折磨了用戶數(shù)年之后，蘋果終于做出了優(yōu)化，允許用戶一次性清除所有通知。與此同時(shí)，谷歌也簡(jiǎn)化了關(guān)閉應(yīng)用軟件通知的方法，并計(jì)劃在下一版安卓系統(tǒng)中給用戶更多權(quán)力，允許用戶自由掌控推送通知。
And still, you could see how it could easily be better. You could tell Outlook to notify you only when you get something from your boss or partner. You could say 'never send me coupons,' and ask every app to comply. You could have some notifications come through during work and shut off when you get home. Facebook could figure out who you actually care about, and notify you accordingly. In every case, that would lead to fewer and better notifications. Great for you, bad for the companies trying to steal your attention.
但我們都很清楚，改變推送亂象并不是很難。我們可以命令Outlook只在收到同事或老板的郵件時(shí)發(fā)送提醒，也可以命令所有APP“絕不發(fā)送優(yōu)惠信息”，還可以設(shè)置僅在工作時(shí)打開某些推送，而下班后令其自動(dòng)關(guān)閉。臉書可以分析出用戶的“特別關(guān)心”，并推送他們的消息。上述事件都會(huì)讓推送變少，變好。這對(duì)用戶來(lái)十分有益，但對(duì)那些試圖偷走用戶注意力的商家來(lái)說(shuō)則不然。
At this point, notification management is a losing battle. News companies send more and more, trying to get you into their apps rather than their competitors. Games beg you to play more, so you'll spend more on in-app purchases. Ad-based apps need you to open the app so you'll see the ads. You can turn off all the Facebook notifications you don't want (assuming you can figure out how) but Facebook will just invent and opt you into new types. There's no incentive for anyone to slow the pace of pushes, not even Google or Apple, who are just as happy when you look at your phone. Nothing's going to get better without your interference.
當(dāng)下，限制推送看似遙不可及。新聞APP為了吸引用戶注意力，打敗競(jìng)爭(zhēng)對(duì)手，推送的通知有增無(wú)減；游戲不斷發(fā)送推送，乞求用戶注意，意在引誘用戶花錢進(jìn)行更多內(nèi)購(gòu)；利用廣告賺錢的應(yīng)用也時(shí)常催人開啟，這樣才能讓用戶閱覽廣告。你可以關(guān)閉所有多余的臉書通知（假設(shè)你知道怎么設(shè)置），但臉書又會(huì)發(fā)明出新的類目推送給你。公司沒有阻攔推送發(fā)展的理由，甚至谷歌和蘋果也沒有。用戶玩手機(jī)，大公司和用戶一樣開心，因?yàn)闆]有用戶參與，公司也不會(huì)發(fā)展。
Peace and Quiet
內(nèi)心寧?kù)o何處尋？
Neither Android nor iOS offers an easy way to turn off notifications en-masse. In both cases, you have to dive deep into Settings, then go app-by-app to turn them off. It's a massive pain, but completely worthwhile. Throw on an episode of Glow (which my notifications tell me is now available on Netflix, by the way) and just hammer through. Turn off notifications on all the social apps, the shopping apps, the fitness apps, the notifications from Netflix, Spotify, and Kindle. If you want to leave texting, phone calls, and WhatsApp, fine. Everything else has to go.
不管是安卓還是iOS都沒有提供關(guān)閉所有通知的簡(jiǎn)易方法。在這兩種系統(tǒng)中，用戶都必須打開層層設(shè)置界面，一個(gè)應(yīng)用一個(gè)應(yīng)用地關(guān)閉通知。這一過程雖然十分痛苦，但絕對(duì)物有所值。我建議你：打開一集Glow（順便一提，這是推送通知告訴我現(xiàn)已在Netflix上線的）然后開干吧，把社交、購(gòu)物、健身應(yīng)用的通知、Netflix、Spotify、Kindle的通知統(tǒng)統(tǒng)關(guān)閉。如果你想要留下短信、電話和和WhatsApp也行，但其他應(yīng)用一個(gè)都不能留。
If you absolutely can't handle the idea of missing notifications, here's an alternative: On iOS, turn off everything except 'Show in Notification Center.' No sounds, no badges, no lock screen, no banner alerts. Nothing will interrupt you, but all the notifications will still appear when you pull down the windowshade. On Android, you can choose 'Show Silently,' a similar setup.
如果沒有通知的世界讓你感到不適，你還可以這樣：在iOS中，把除了“在通知中心中顯示”之外的按鈕都關(guān)上。推送消息會(huì)變得沒有聲音，沒有標(biāo)記，也不會(huì)在鎖屏和橫幅中顯示。它們?cè)僖膊粫?huì)打擾你，但會(huì)顯示在下拉欄中。在安卓系統(tǒng)內(nèi)也有一個(gè)類似的設(shè)置，即打開“靜音顯示”。
It's not like turning off notifications shuts you out from using the apps you like. It just puts you back in control; you're on your phone when you want to be, not when Amazon's data says you're likely to buy stuff. I still check Twitter all the time, but I'm not forcibly thrust into Twitter because four people happened to like someone's photo. Apps like Instagram and Facebook are built to show you the best stuff every time you open the app—you won't miss much by ignoring notifications. And if not getting notifications means you forget to even open the app or check your phone for a while? Well, you're welcome.
關(guān)閉通知并不會(huì)讓你遠(yuǎn)離你喜歡的應(yīng)用，只會(huì)讓你重新掌控人生；從此以后，你不會(huì)在亞馬遜推送“你有可能喜歡的商品”時(shí)才使用手機(jī)，而是在想用手機(jī)時(shí)才會(huì)。雖然我仍然刷推特，但不會(huì)因?yàn)椤坝兴膫€(gè)人喜歡了某人的照片”而看推。而Instagram和臉書一類應(yīng)用，本來(lái)就致力于讓用戶每次打開時(shí)能看到最佳內(nèi)容，因此你不會(huì)因?yàn)殛P(guān)閉推送通知而錯(cuò)過什么。如果關(guān)閉通知能讓你暫時(shí)忘記打開這些應(yīng)用，甚至忘記看手機(jī)，那么恭喜你擺脫了手機(jī)，也不用因此謝我。
I turned off notifications on every app on my phone, save for a handful: phone, texts, and my calendar, plus Outlook and Slack, because I'm addicted to work. I'm a far happier person for it. You might think I'm crazy, that I'm missing all the good stuff happening in the world because nothing alerts me anymore. Feel free to tell me all about it! I'll see it next time I check Twitter. Which will be when I feel like it, and not one second before.
因?yàn)槲沂莻€(gè)工作狂，所以我關(guān)閉了手機(jī)上大部分軟件的通知，只留下了這幾個(gè)：電話、短信、日歷、加上Outlook和Slack。我對(duì)此非常滿意。有人可能認(rèn)為我不太理智，因?yàn)殛P(guān)閉通知，我可能會(huì)錯(cuò)過世界各地的趣事。那你大可以發(fā)到推特上告訴我！下次我刷推特的時(shí)候肯定會(huì)看見的。不過我只會(huì)在想刷推特的時(shí)候才能看到，而絕不會(huì)因?yàn)榇蜷_推送，才看到你的推文。
聯(lián)系客服
