Come on –Everybody’s doing it.
赶快来吧，看起来每个人都这样做。
That whispered message, half invitation and half forcing, is what most of us think of when we hear the words peer pressure.
当我们听到同侪压力这个词汇时大部分人感觉到的。这个耳边传递的信息，一半人是受众，一半人是主观传导。
it usually leads to no good-drinking, drugs and casual sex.
它通常带来一些不好的事情：醉酒、吸毒、性。
But in her new book Join the Club, Tina Rosenberg contends that peer pressure can also be a positive force through what she calls the social cure,
但在Tina的新书《加入俱乐部》文章中，他认为同侪压力也可以通过名为社会治疗的概念带来积极的力量。
in which organizations and officials use the power of group dynamics to help individuals improve their lives and possibly the world.
社会治疗指通过组织或官方的群体互动力量来帮助个体提高生活质量甚至改进整个世界。
Rosenberg, the recipient of a Pulitzer Prize, offers a host of example of the social cure in action: In South Carolina, a state-sponsored antismoking program called Rage Against the Haze sets out to make cigarettes uncool.
Rosenberg是普利策奖获得者之一，他举出了一些正在行动中社会治疗的例子，在In South Carolina，一个禁烟的志愿组织制作了一档Rage Against the Haze的节目，宣传吸烟就不时髦。
In South Africa, an HIV-prevention initiative known as LoveLife recruits young people to promote safe sex among their peers.
在南非，预防艾滋病保护组织发起了爱生活的活动，招募年轻人在同龄人中宣传安全性行为。
The idea seems promising，and Rosenberg is a perceptive observer.
这个主意看起来很有说服力，而且Rosenberg也是一位具有洞察力的观察者。
Her critique of the lameness of many pubic-health campaigns is spot-on: they fail to mobilize peer pressure for healthy habits, and they demonstrate a seriously flawed understanding of psychology.”
她对于公共健康运动缺陷的一些评论十分准确：他们未能调动同侪压力对于促进健康习惯的生成，而且造成对于心理有严重错误的理解。
Dare to be different, please don’t smoke!” pleads one billboard campaign aimed at reducing smoking among teenagers-teenagers, who desire nothing more than fitting in.
敢于与众不同，请不要吸烟。海报上的口号主要目的是宣传年轻人减少吸烟。他们希望能够融入群体。
Rosenberg argues convincingly that public-health advocates ought to take a page from advertisers, so skilled at applying peer pressure.
Rosenberg具有说服力的论指出，公共健康的倡导者应该像深谙运用同侪压力的广告从业者学习。
But on the general effectiveness of the social cure, Rosenberg is less persuasive. Join the Club is filled with too much irrelevant detail and not enough exploration of the social and biological factors that make peer pressure so powerful.
但总体上对于社会治疗的的影响来看，Rosenberg是缺少信服力的。《Join the Club》关注了大量无关细节，而不是探究同侪压力很强大的社会和生物因素。
The most glaring flaw of the social cure as it’s presented here is that it doesn’t work very well for very long. Rage Against the Haze failed once state funding was cut. Evidence that the LoveLife program produces lasting changes is limited and mixed.
这里最刺眼的错误是社会治疗的存在不会一直产生效应。age Against the Haze会失败，如果政府基金被削减。珍爱生活的活动能够产生持久变化的论据有限也混杂不清。
There’s no doubt that our peer groups exert enormous influence on our behavior.
毫无疑问，同侪对于我们的行为有着极大影响。
An emerging body of research shows that positive health habits-as well as negative ones-spread through networks of friends via social communication.
不断涌现的研究表明，积极或消极地健康习惯，是由在社会交流中通过朋友关系网中传播。
This is a subtle form of peer pressure: we unconsciously imitate the behavior we see every day.
这是同侪压力的一种微妙形式，从我们每天看到事物中无意识的接收并模仿。
Far less certain, however, is how successfully experts and bureaucrats can select our peer groups and steer their activities in virtuous directions.
然而更难确定的是，专家和官僚们多大程度能够多大程度上成功挑选我们的同伴群体并将其行为引向道德方向。
It’s like the teacher who breaks up the troublemakers in the back row by pairing them with better-behaved classmates. The tactic never really works.
就像老师将后排捣蛋的学生分开，并将它们跳刀习惯好的同学座位旁。但策略并没有什么效果。
And that’s the problem with a social cure engineered from the outside: in the real world, as in school, we insist on choosing our own friends.
这也就是社会治疗是从外部解决问题的表现，在现实世界，我们坚持选择自己的朋友圈。
