In the intervening 15 years, her home has changed much less than she has, says Borchert. Something which might also be said of her employer, the venerable Essen-based newspaper giant: “I’m kind of a culture shock for them.” As editor-in-chief, she happily microblogs during overly long meetings using Twitter: “Of course everybody reads what I write.” Her communication style is heavily influenced by the web, and has been ever since she “mastered the internet” in 1994. She openly deals with criticism of the site and of her work. Initially this was seen as a weakness, rather than an ability to bring transparency to opaque work processes. From the blogging scene’s point of view, though, it’s hardly transparent enough. “I’d have a hard time publicising every company decision,” she offers in her defence. Borchert alias Lyssa could be compared to an indie band recording for a corporate mega-label. Fellow bloggers regard her with a mixture of envy and admiration, while veteran print journalists occasionally have their differences with the newcomer: they are being asked to approach their readers – on the internet. “I encourage them to participate in reader forums,” says the chief website editor. It’s yet another source of conflict.
译文:
片段欣赏
Borchert 说，在介入报业的15年里，她的住址一变再变，可与其自身的变化相比，这便显得微乎其微了。她的老板——可敬的Essen报业的巨擘似乎也说过与她类似的话，“多多少少我要对那些读者造成一种文化冲击。”作为主编，她乐意在较长的时间里使用Twitter写枯燥的微博客，“毫无疑问，人们都会看到我写的东西。”自从1994年熟悉Internet以来，她的交流方式明显受到网络的影响，开始公开处理来自于网站和工作的意见，从她所写博客所处的情景看来，虽然其明朗程度尚有所欠缺，可从一开始她的这种做法就被看做缺点，而不被看做使隐蔽工作程序趋于明朗化的能力。为此，她自我辩解道，“推广公司的每一项决策可不是一件容易的事。”化名Lyssa的Borchert就好比一个为mega-label公司做录音工作的独立乐队。博友们带着嫉妒与赞赏的情绪对待她，而报刊新闻业的行家们偶尔会与这位新手有所不同：在Internet上他们是被要求通过互联网来接近读者的。网站总编说道，“我鼓励他们加入一些读者论坛。”由此，又一种矛盾产生了。