透明度.com

莫斯科—在莫斯科度过了一个长周末后,我刚回到Star City,(俄罗斯的航天训练中心),令我感触深刻的是自我1989年春天来到这里以来,此地的巨大变化(和一成不变)。

当我经过莫斯科地铁一处推销广告位的广告时,不由得想起了在1990年代中期和一位广告人的急先锋同乘着长长的快速自动扶梯进入地铁的情景。“看看这些光秃秃的墙!”他赞叹道,“总有一天它们会贴满广告。”今天,这些墙上的确布满了林林总总的广告,实现了他的非凡梦想。就在几年以前,任何一张广告中如果有网址到都会让我感到惊奇。而现在URL地址在广告中已经习以为常。

实际上,两年以前,俄罗斯的搜索引擎公司Yandex(我是其董事)做过一个广告,拿俄罗斯政体的不透明开了一个小小的玩笑。在莫斯科地铁的每一条自动扶梯底部都有一个管理员的玻璃棚。扶梯管理员通常是一个看似性情乖戾的女人,她唯一的工作就是在紧急情况下关闭自动扶梯。玻璃棚上贴着这样一条标识:“扶梯管理员不回答问题。”这种苏联式的话语方式就近乎于说:“管理员不接受询问。”

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