美國媽媽曬娃 曬出新天地
It was a gorgeous fall day in Dumbo, Brooklyn, and Keira Cannon was holding one of the weekend photo shoots she does with her favorite subject: her son, Princeton.
在布魯克林丹波(Dumbo)一個美麗的秋日，凱拉·坎農(Keira Cannon)正在進行週末攝影，拍攝她最喜歡的對象：兒子普林斯頓(Princeton)。
Princeton wore leather pants, black-and-white checked sneakers and a black sweatshirt with an open-mouthed vampire graphic. But that wasn’t quite enough flair for his mother. So Ms. Cannon whipped out a purple faux-fur jacket — except that Princeton was, in teenager-speak, “done.”
普林斯頓穿着皮褲、黑白格運動鞋和黑色運動衫，運動衫上的圖案是張着大嘴的吸血鬼。不過，在坎農看來，這還不夠顯示她的才華。於是她拿出一件紫色人造毛皮夾克，只不過普林斯頓“已經完事了”（done，現在的青少年喜歡用這個詞）。
But Princeton is not a teenager. He is 5 years old. A happy-seeming little boy, he played with his scooter, balanced on the curb, twirled in endless circles but only had so much tolerance for the professional photographer whom Ms. Cannon, 38 and a pastry chef, had hired to populate his Instagram feed, Prince and the Baker, which has more than 5,600 followers.
不過，普林斯頓還算不上青少年，他才5歲。他看起來興致很高，騎着踏板車，一會兒在馬路沿上保持平衡，一會兒不停地原地打轉，不過他對媽媽請來的專業攝影師的容忍度只有這麼大。他的媽媽坎農38歲，是個糕點大廚。她請攝影師拍照是爲了讓他們的Instagram賬戶Prince and the Baker更受歡迎，目前這個賬戶有5600多名粉絲。
When the photographer attempted to coax him to pose for one more shot with the Brooklyn Bridge behind him, he gave her a polite, “No thanks.” It didn’t help that children were riding past him on scooters of their own, or bicycles.
當攝影師試圖哄他以身後的布魯克林橋爲背景再擺個姿勢拍照時，他禮貌地說：“不，謝謝。”這時有幾個孩子騎着踏板車或自行車從他身邊經過，他更是按捺不住了。
Once the half-hour shoot was over, Ms. Cannon posted multiple photos of Princeton in the outfit on the Instagram feed, tagging the Canadian online shop, the Mini Life, that had provided it, and the brands included. In return, she would get a shopping discount and keep the clothing, worth about $350.
半小時的拍攝一結束，坎農就在Instagram上發佈了幾張普林斯頓穿那套衣服的照片，並加上了提供這套服裝的加拿大網店Mini Life以及服裝品牌的標籤。作爲回報，她能得到店鋪折扣，並保留這些原價約爲350美元的衣服。
During busy seasons, she receives such packages weekly. Depending on the brand, Ms. Cannon will sometimes earn a payment of $50 to $100 per post, she said, adding that L’Officiel Enfant, a showroom in Midtown, once paid her $250 for a look-book shoot.
在旺季，她每週都能接到這樣的活兒。坎農說，根據品牌不同，一個帖子的報酬約爲50至100美元不等。她補充說，中城的服裝推廣公司L’Officiel Enfant有一次爲一幅時尚畫冊照片付給她250美元。
Typically, Princeton is happy to be in the spotlight. “He kind of loves it,” Ms. Cannon said. “A lot of followers will actually recognize him in the street. And he’ll say, ‘How do people know me?’ or ‘People think that I’m adorable?’ I’m like, ‘Yeah, you’re totally adorable.’ He’s a sweet little guy, and it opens him up in ways because people want to talk to him about what he’s wearing and how he’s doing.”
總的來說，普林斯頓很高興站在聚光燈下。坎農說：“他挺喜歡的。很多粉絲真的能在大街上認出他來。他會問：‘他們怎麼認識我呀？’或者‘他們是不是覺得我很可愛？’我會說：‘是啊，你非常可愛。’他是個可愛的小男孩，這讓他更開朗，因爲人們想跟他談論他的衣服和他的情況。”
The entertainment industry has long been populated with (some may say built by) stage mothers like Rose Hovick, Jaid Barrymore, Teri Shields, Dina Lohan, and reigning “momager” Kris Jenner. But Instagram, which Pew Research says is the fastest growing major social network among adults in the United States, has become an express track for parents interested in sharing and sometimes capitalizing on the visual story line of their children’s lives.
娛樂業從來都不缺培養明星的媽媽（有人甚至說，娛樂業是這些媽媽們發展起來的），比如羅絲·霍維克(Rose Hovick)、雅伊德·巴里莫爾(Jaid Barrymore)、特麗·希爾茲(Teri Shields)、迪娜·洛漢(Dina Lohan)，以及首屈一指的“媽咪經紀人”克里斯·詹納(Kris Jenner)。不過，對那些喜歡分享孩子生活照片、有時從中賺錢的父母們來說，Instagram已經成爲一個便利的渠道。據皮尤研究中心(Pew Research)稱，在美國成年人中，Instagram是發展最快的主要社交網站。
Other than a few recommendations about proper tagging, endorsement deals resulting from such activity largely lie outside the protective scope of the Federal Trade Commission, said Susan Scafidi, the academic director of the Fashion Law Institute at Fordham University.
福德姆大學(Fordham University)時尚法律學院(Fashion Law Institute)的學術主管蘇珊·斯卡菲迪(Susan Scafidi)說，除了幾項關於恰當加標籤的建議之外，這些交易大多不在聯邦貿易委員會(Federal Trade Commission)的保護範圍之內。
“While the modeling industry isn’t perfect by any means, it is at least, at the level of children, regulated to some extent,” she said, referring to limitations on work hours and the creation of a trust fund for wages.
她說：“雖然模特業本來就不完美，但是至少在兒童這個層面，還是有一些規定的。”她指的是限制工作時長，要求設立信託基金來管理報酬。
Regardless of how their time and money is being handled, the amateur child models of Instagram are already more famous on the Internet than most of your co-workers. There’s 4-year-old London Scout, with 105,000 followers; 2-year-old Millie-Belle Diamond, with 143,000; 4-year-old Michelle (154,000); Gavin (200,000); and the Mini Style Hacker (260,000). Then there’s the prince of Instagram: Alonso Mateo, with more than 600,000 followers. He recently attended the Dior show at Paris Fashion Week.
不管他們的工作時間有多長，收入是怎麼處理的，Instagram上的這些業餘兒童模特在網上的名氣比你的大部分同事還要大。比如4歲的倫敦·斯科特(London Scout)有10.5萬粉絲；2歲的Millie-Belle Diamond有14.3萬粉絲；4歲的米歇爾(Michelle，15.4萬）；加文（Gavin，20萬）；Mini Style Hacker（26萬）。還有Instagram王子：阿隆索·馬特奧(Alonso Mateo)，他有60多萬粉絲。前不久，他在巴黎時裝週上參加了迪奧(Dior)的時裝秀。
Princeton’s dad, Sai Roberts, 40, a graphic designer, has more modest aspirations. “His mom and I have reviewed some of the other Instagram kids who have a lot of followers, and so there are some concerns in the sense that if it was to get out of hand, but so far it’s really been a positive experience,” he said. “I’m very proud that he’s getting exposure, and I hope he’s able to use that for his own creative flair and voice as he grows older.”
普林斯頓的爸爸賽·羅伯茨(Sai Roberts)今年40歲，是一位平面設計師，他的願望更樸實。他說：“我和他媽媽看了Instagram上有很多粉絲的小孩，擔心情況會失控，不過到目前爲止，我們獲得的都是正面體驗。有更多人認識他，我爲此感到很驕傲，我希望他長大後能用他的名氣發揮自己的創造性天分，表達自己的想法。”
Sometimes adults are drawn to the feed: people who post comments on their own Instagram pages like “Can I be her?” or “She’s become my style inspo” or “I love the hair!!!!”
有時，成人們也會被那些照片吸引，他們在自己的Instagram主頁上發佈這樣的評論：“我能變成她那樣嗎？”“她成了我的造型靈感來源。”“我超喜歡這種髮型！！！”
And marketers are also taking an interest. Athena Rotolo, who owns the Mini Life website, said she was pleased with the transactions she has struck with Ms. Cannon. “She requests certain items that fit in for the style of the shoot and then I send them off to her,” Ms. Rotolo said. “So instead of me having to hire someone and pay all those fees, it’s a mutual relationship.”
市場推廣人員也產生了興趣。Mini Life網站的所有者雅典娜·羅託洛(Athena Rotolo)說：她對自己和坎農之間的交易很滿意，“她會要一些符合她的拍攝風格的衣服，我就發給她。這樣我就不用僱人，也不用花那些錢，這是一種互惠關係。”
Parents have also negotiated deals with Gwyneth Paltrow’s Goop and other higher-profile companies.
家長們還和格溫妮絲·帕特洛(Gwyneth Paltrow)的Goop等高級服裝公司協商交易。
On the higher end, there’s London Scout (her first and middle names) walking down a street in a couture party dress for the Instagram account Scout Fashion. Or London Scout at New York Fashion Week in a pink and navy faux fur coat, waving to a crowd of photographers.
高端的一些例子包括倫敦·斯科特（London Scout，這是她的第一個名字和中名）爲Instagram賬戶Scout Fashion拍攝的身穿高級定製派對裙走在街頭的照片。或者她在紐約時裝週上身穿粉色海軍藍人造毛皮外衣向攝影師們揮手的照片。
“It was like she had her own little paparazzi,” said her mother, Sai De Silva, who runs the feed. London Scout is living #scoutstyle and schooling followers on how to #gettheLondonlook. And because London’s mother, 34 and a self-described social-media strategist, is as photogenic as her daughter, there are also the hashtags #mommydaughtermoments and #ScoutMomstyle.
倫敦·斯科特的媽媽賽·德席爾瓦(Sai De Silva)負責發佈照片。德席爾瓦說：“就好像她有自己的狗仔隊。”倫敦·斯科特引領斯科特風尚(#scoutstyle)，指導粉絲們如何打造倫敦造型(#gettheLondonlook)。德席爾瓦今年34歲，自稱社交媒體策略師，她和女兒一樣上鏡，所以也發佈關於母女時光(#mommydaughtermoments)和斯科特媽媽風尚(#ScoutMomstyle)的照片。
Ms. De Silva, who lives in New York, has created a weekly calendar to manage the account. “It’s the same thing you would do with a magazine,” she said. One day she takes the photos of London, and on another she hires a professional photographer. Two to three wardrobe changes are scheduled for each outing: London going to the park or the supermarket, dressed to the nines.
德席爾瓦住在紐約，每週都制訂管理那個賬戶的日程。她說：“這跟做雜誌是一樣的。”有時她自己給倫敦拍照，有時請專業攝影師拍。倫敦每次出門（去公園或超市）都計劃好換兩到三套衣服，打扮得十分完美。
“That way, I have content for the week,” Ms. De Silva said. “Or if she’s in the mood to shoot a photo on my iPhone, then I’ll take a capture. But we don’t make it an issue where it’s 24-7 because it would be obnoxious and ridiculous for a 4-year-old. If my daughter isn’t happy, then there are no photos.”
德席爾瓦說：“那樣我就準備好了一週要發佈的內容。如果她願意讓我用iPhone拍，那我就拍兩張。但我們不是每時每刻都拍，因爲對一個四歲小孩來說，那樣太討厭太荒謬了。如果女兒不高興，那就不拍。”
Taylen, age 2, has some 112,000 followers. “Taylen has become a brand,” said her mother, Angelica Calad, 33 and the owner and designer of POMP Kids, an online clothing business in Davie, Fla. Ms. Calad’s Instagram feed, Taylen’s Mom, is a devoted chronicle of Taylen and Aleia, Ms. Calad’s infant daughter, in high-fashion outfits. In one photo, Taylen wears a retro Esther Williams-inspired dusty rose bodysuit with ribbon shoulder straps, glitter-adorned bottoms and a bow tie. In another, Aleia wears peach merino overalls and a white-feathered chieftain headdress.
兩歲的泰蘭(Taylen)大約有11.2萬粉絲。她的媽媽安傑莉卡·卡拉德(Angelica Calad)今年33歲，是佛羅里達州戴維市的網上服裝公司POMP Kids的所有者和設計師。她說：“泰蘭已經成爲一個品牌。”卡拉德的Instagram賬戶Taylen’s Mom專門用來記錄泰蘭和剛出生的女兒埃莉婭(Aleia)身穿高級服裝的造型。在其中一張照片裏，泰蘭穿着以埃絲特·威廉姆斯(Esther Williams)爲靈感的復古土灰玫瑰緊身衣褲，肩帶上裝飾着蝴蝶結，臀部裝飾着亮片，領口有個領結。在另一張照片裏，埃莉婭身穿桃色美利奴羊毛連體衣，頭戴白色羽毛酋長頭飾。
In the course of one weekend, Ms. Calad booked back-to-back shoots for Taylen and Aleia. She said she is also in talks to develop a network television show for Taylen and is branching out into home décor. But the real get is that Taylen is headlining the holiday campaign for Kardashian Kids Kollection, a relationship that began, Ms. Calad said, when she was approached by a publicist for the Kardashian line through Instagram.
有一個週末，卡拉德爲泰蘭和埃莉婭安排了一連串拍攝。她說，她還在協商爲泰蘭開設一個網絡電視節目，而且在考慮擴展到家居裝飾方面。不過，真正的大事件是泰蘭即將成爲卡戴珊孩童系列(Kardashian Kids Kollection)假日廣告的主要模特。卡拉德說，卡戴珊服裝系列的一位公關人員通過Instagram聯繫她，開始了合作。
Ms. Calad works with at least 100 brands and said she sometimes receives money, but sometimes not. “This is not an advertising site,” she said. “That’s the difference between my Instagram and a lot of other moms’ Instagram accounts, which is that they’ll take whatever gets sent to them. I don’t. I have a particular style for my girls. It has to be handmade or eco-friendly, with simple fabric. Anything organic.”
卡拉德和至少100個品牌合作，她說她有時收錢，有時不收。她說：“這不是一個廣告網站。這是我和其他很多媽媽的賬戶的不同之處。她們是不管別人送什麼都接受。我不一樣。我給女兒們設計了獨特的風格。必須是手工製作的或環保的，面料要簡單。一切都得是有機的。”
This is a favorite word of Ms. Calad’s. The clothing her children wear is organic. The photo shoots are organic. The way her Instagram feed began is organic. But there’s no spilled ice cream and there are never ever any tears in the pictures.
“有機”是卡拉德最喜歡的一個詞。孩子們穿的衣服是有機的。照片拍攝是有機的。Instagram賬戶的開設是有機的。但是在這些照片中，我們從來看不到冰激凌污點或淚水。
Still, Ms. Calad insists nothing is forced. “At 2 years old, you would think the tantrums would start with photo shoots and things like that, but Taylen truly enjoys it,” she said. “A lot of the brands we work with, they see it right away: her charisma and her love for the camera.”
不過，卡拉德堅稱，一切都不是強迫的。她說：“你本來以爲兩歲的孩子一拍照就會哭鬧什麼的，但是泰蘭真的很喜歡拍照。很多跟我們合作的品牌一下子就看出了她的魅力以及對鏡頭的喜愛。”
Ginger Clark, a psychologist and professor of clinical education at the University of Southern California, compared parent-run Instagram feeds to the pageant world.
加利福尼亞南部大學(University of Southern California)的心理學家和臨牀教育教授金傑·克拉克(Ginger Clark)把父母經營的Instagram賬戶與演藝界相提並論。
“Not every kid is going to have this experience, but it runs the risk of giving the child the sense that they are a commodity in your eyes,” she said. “You have to be extra careful to make sure the messages you’re giving your child are ‘This is for fun, this is dress-up.’ But when you’re hiring your own photographer, then it becomes more commercialized.”
她說：“不是所有的孩子都會有這種體驗，不過它會有一種風險，孩子可能會覺得，在你眼裏，他們是商品。你必須格外小心，確保給孩子傳遞的信息是：‘這就是爲了好玩，爲了把你打扮漂亮’。不過，在你僱用攝影師之後，會變得更商業化。”
Patricia Greenfield is a psychology professor at the University of California at Los Angeles, director of the campus’s Children’s Digital Media Center and a co-author of an oft-cited study that found that fame was the No. 1 goal for children ages 10 to 12. “It really boils down to someone’s values and whether or not you want your child to grow up thinking of himself or herself in terms of how famous he or she is, versus having more pro-social values,” Dr. Greenfield said of cultivating Instagram stars.
帕特麗夏·格林菲爾德(Patricia Greenfield)是加州大學洛杉磯分校(University of California at Los Angeles)的心理學教授，也是該校兒童數字媒體中心的主管。她是一項經常被引用的研究的聯合作者。那項研究發現，對10至12歲的兒童來說，名氣是頭等目標。格林菲爾德提起培養Instagram明星時說：“最根本的問題是價值觀，以及你是否想讓孩子在成長過程從出名程度來評判自己，而不是擁有更親社會的價值觀。”
Her co-author on the study, Yalda T. Uhls, a child psychologist, said children whose parents seek fame for them may grow up to be introverts or have higher-than-usual social anxiety. “The other extreme is, your child will get so used to this attention that they’ll start to crave it and they may crave it in unhealthy ways,” Dr. Uhls said.
那項研究的另一位作者婭爾達·T·尤爾斯(Yalda T. Uhls)是一名兒童心理學家。她說，如果父母爲孩子追求名氣，孩子長大後可能會形成內向型人格或者具有高於常人的社會焦慮感，“另一種極端的可能性是，你的孩子會習慣這種關注，並渴望得到它，甚至可能通過不健康的方式追求它”。
Regardless of the potential psychological effects, the mothers interviewed for this article said they feared online predators. “You never know who’s behind a profile,” said Mia St. Clair, 29, a professional photographer in Spokane, Wash. Her son Grey, 3, is at the epicenter of Grey’s Little Closet. They have over 28,000 followers.
儘管存在這些潛在的心理影響，但是爲本文接受採訪的母親們更擔心的是網上的獵手。29歲的米婭·聖克萊爾(Mia St. Clair)是華盛頓州斯波坎市的專業攝影師。她三歲的兒子格雷(Grey)是Grey’s Little Closet的中心，這個Instagram賬戶有超過2.8萬名粉絲。她說：“你永遠不知道網上那些人是誰。”
“Now that it’s so large and it’s growing, we just felt like we should just kind of shift it and not be so focused on Grey,” Ms. St. Clair said. “We don’t love the idea of him growing up and one day feeling like he has this huge following or fan base.”
聖克萊爾說：“現在粉絲人數很多，而且在不斷增長，我們感覺應該做些改變，不再把重點放在格雷身上。我們不想讓他長大以後感覺自己擁有龐大的粉絲羣。”
Her husband, James St. Clair, 33, a director of media and communications at Calvary Spokane, a church, also voiced caution. “I never thought it would be this big,” he said. “I had hesitation at first, mostly because I just didn’t understand it. As I’ve learned more and seen the effects, both positive and not-so-positive, I now have the mind-set that we need to be responsible with the platform that we have.”
她的丈夫詹姆斯·聖克萊爾(James St. Clair)今年33歲，是Calvary Spokane教堂的媒體和通訊主管。他也表示擔心：“我從沒想過會有這麼多粉絲。一開始我有點疑慮，主要是因爲我不能理解這種情況。後來我瞭解得更多，看到了正面和不太正面的影響，現在我的態度是，我們需要對自己擁有的平臺負責。”
Ms. Cannon, the pastry chef from Brooklyn, recently dealt with an incident in which a Facebook user posted photos of Princeton and other children without permission. A group of mothers, including Ms. Cannon, demanded that they be taken down.
前不久，布魯克林的糕點師坎農處理了一個意外事件，一名Facebook用戶未經授權發佈了普林斯頓等孩子的照片。這些孩子的媽媽，包括坎農，要求撤掉這些照片。
But such fears have not stopped her from proceeding full steam ahead with Prince and the Baker.
不過，這些恐懼沒有阻止她繼續全力開發Prince and the Baker這個Instagram賬戶。
“I’m not trying to thrust him in it right away, and I’m going at his pace,” Ms. Cannon said. “But, yes, ultimately, we’re on that track of maybe television work or commercials. I think Princeton and I are on the cusp of blowing up.”
坎農說：“我不想讓他馬上投入其中，我會跟隨他的節奏。不過，是的，最終，我們將上電視或拍廣告。我覺得我和普林斯頓即將綻放。”
