The lack of female technical talent is an issue that most tech companies have owned up to. Now, people everywhere, from Google to college admissions offices, are looking for ways that can change that. And often, it seems, the proposed solution is simply to turn tech pink.

 

大部分技术公司都面临缺乏女性技术人才的局面。如今，从谷歌到大学招生办公室都在想办法改变这样的局面。而他们提出的解决方式往往只是把技术工作“装扮成粉红色”。

 

Pinkification refers to the attempt to make something that is traditionally masculine more interesting or appealing to women by associating it with stereotypically¹ feminine traits or ideas. For instance, in February, at a Harvard event designed to get women interested in computer science, sponsor Goldman Sachs handed out cosmetic² mirrors and nail files.

 

Pinkification指为传统上比较男性化的事物搭配一些典型的女性特色或创意，以使其对女性更有吸引力的做法，我们可称之为“粉红行动”。比如，2月份在哈佛大学举办的一个吸引女性关注计算机科学的活动中，赞助商高盛公司现场分发化妆镜和指甲锉。

 

Pinkification is in no way limited to the tech industry - it's prevalent throughout science and math disciplines. In 2012, for instance, the European Commission received criticism after producing a highly sexualized video campaign, "Science: It's A Girl Thing!"

 

“粉红行动”并不限于技术行业，这种趋势在科学和数学领域也很盛行。2012年，欧洲委员会曾经因为发布了一个高度性感的视频活动“科学：那是女孩子的强项！”而受到批评。