TEDNYC
Lara Setrakian: 3 ways to fix a broken news industry
Lara Setrakijan (Lara Setrakian): Tri načina da se popravi pokvarena industrija vesti
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Nešto je veoma pogrešno u industriji vesti. Poverenje u medije nikad nije bilo niže; preplavljeni smo senzacionalističkim pričama, a dosledno izveštavanje visokog kvaliteta je retkost, kaže novinarka i preduzetnica Lara Setrakijan. Deli sa nama tri načina na koja možemo da popravimo vesti i da složena pitanja našeg doba učinimo lakše razumljivim.
Lara Setrakian - Journalist
Lara Setrakian is building innovative news platforms that stand ready to engage and explain the complexity of our world. Full bio
Lara Setrakian is building innovative news platforms that stand ready to engage and explain the complexity of our world. Full bio
Double-click the English transcript below to play the video.
00:12
Five years ago, I had my dream job.
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Pre pet godina sam dobila posao iz snova.
00:16
I was a foreign correspondent
in the Middle East
in the Middle East
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Bila sam strana dopisnica
na Bliskom Istoku
na Bliskom Istoku
00:19
reporting for ABC News.
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koja je izveštavala za ABC vesti.
00:21
But there was a crack in the wall,
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Međutim, brod je propuštao,
00:23
a problem with our industry,
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imali smo problem s našom industrijom,
00:25
that I felt we needed to fix.
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i smatrala sam da bi ga trebalo popraviti.
00:28
You see, I got to the Middle East
right around the end of 2007,
right around the end of 2007,
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Vidite, stigla sam na Bliski Istok
tačno krajem 2007,
tačno krajem 2007,
00:32
which was just around the midpoint
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a to je bilo na otprilike polovini
00:35
of the Iraq War.
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rata u Iraku.
00:36
But by the time I got there,
it was already nearly impossible
it was already nearly impossible
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No, do momenta kad sam stigla tamo,
već je bilo skoro nemoguće
već je bilo skoro nemoguće
00:40
to find stories about Iraq on air.
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naći priče o Iraku na televiziji.
00:43
Coverage had dropped across the board,
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Njegovo pokrivanje je opalo širom medija,
00:45
across networks.
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širom mreža.
00:47
And of the stories that did make it,
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A od priča koje su dospele u vesti,
00:49
more than 80 percent
of them were about us.
of them were about us.
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više od 80 procenata je bilo o nama.
00:52
We were missing the stories about Iraq,
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Izostajale su priče o Iraku,
00:55
the people who live there,
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o ljudima koji žive tamo
00:57
and what was happening to them
under the weight of the war.
under the weight of the war.
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i šta im se dešavalo pod teretom rata.
01:01
Afghanistan had already
fallen off the agenda.
fallen off the agenda.
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Avganistan je već ispao sa dnevnog reda.
01:04
There were less than one percent
of all news stories in 2008
of all news stories in 2008
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Manje od jednog procenta
svih priloga u vestima 2008.
svih priloga u vestima 2008.
01:08
that went to the war in Afghanistan.
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se bavilo ratom u Avganistanu.
01:10
It was the longest war in US history,
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Bio je to najduži rat u istoriji SAD-a,
01:13
but information was so scarce
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ali informacije su bile tako oskudne
01:15
that schoolteachers we spoke to
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da su nam nastavnici
sa kojima smo razgovarali
sa kojima smo razgovarali
01:17
told us they had trouble
explaining to their students
explaining to their students
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rekli da im je problem
da objasne svojim đacima
da objasne svojim đacima
01:21
what we were doing there,
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šta mi to radimo tamo,
01:22
when those students had parents
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s obzirom na to da su roditelji tih đaka
01:24
who were fighting
and sometimes dying overseas.
and sometimes dying overseas.
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se borili i ponekad umirali preko mora.
01:29
We had drawn a blank,
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Izgubili smo pojam o tome,
01:30
and it wasn't just Iraq and Afghanistan.
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i nije se samo radilo
o Iraku i Avganistanu.
o Iraku i Avganistanu.
01:33
From conflict zones to climate change
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Od ratnih zona, preko klimatskih promena
01:36
to all sorts of issues
around crises in public health,
around crises in public health,
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do raznih pitanja
u vezi sa krizom u javnom zdravstvu,
u vezi sa krizom u javnom zdravstvu,
01:40
we were missing what I call
the species-level issues,
the species-level issues,
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propuštali smo nešto što nazivam
problemima na nivou vrste
problemima na nivou vrste
01:44
because as a species,
they could actually sink us.
they could actually sink us.
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jer bi nas kao vrstu
ovi problemi mogli da unište.
ovi problemi mogli da unište.
01:47
And by failing to understand
the complex issues of our time,
the complex issues of our time,
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A neuspevajući da razumemo
složene probleme našeg vremena,
složene probleme našeg vremena,
01:52
we were facing certain
practical implications.
practical implications.
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suočavamo se sa određenim
praktičnim implikacijama.
praktičnim implikacijama.
01:55
How were we going to solve problems
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Kako da rešimo probleme
01:57
that we didn't fundamentally understand,
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koje temeljno ne razumemo,
01:59
that we couldn't track in real time,
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koje ne možemo
da pratimo u realnom vremenu
da pratimo u realnom vremenu
02:02
and where the people working on the issues
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i kod kojih su ljudi
koji rade na tim problemima
koji rade na tim problemima
02:04
were invisible to us
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nama nevidljivi,
02:05
and sometimes invisible to each other?
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a ponekad i nevidljivi jedni za druge?
02:09
When you look back on Iraq,
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Kada se osvrnete na Irak,
02:11
those years when we
were missing the story,
were missing the story,
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tih godina kad nam je priča izmicala,
02:15
were the years when the society
was falling apart,
was falling apart,
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tih godina se njihovo društvo raspadalo,
02:17
when we were setting the conditions
for what would become the rise of ISIS,
for what would become the rise of ISIS,
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tada smo podesili uslove
za ono što će postati uspon ISIS-a,
za ono što će postati uspon ISIS-a,
02:21
the ISIS takeover of Mosul
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preuzimanje Mosula od strane ISIS-a
02:24
and terrorist violence that would spread
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i terorističkog nasilja koje se širilo
02:26
beyond Iraq's borders
to the rest of the world.
to the rest of the world.
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mimo granica Iraka na ostatak sveta.
02:29
Just around that time
where I was making that observation,
where I was making that observation,
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Otprilike u to vreme,
kad sam postajala svesna toga,
kad sam postajala svesna toga,
02:33
I looked across the border of Iraq
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pogledala sam preko granice Iraka
02:34
and noticed there was another
story we were missing:
story we were missing:
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i primetila da nam još jedna priča izmiče:
02:38
the war in Syria.
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rat u Siriji.
02:39
If you were a Middle-East specialist,
you knew that Syria was that important
you knew that Syria was that important
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Da ste bili stručnjak za Bliski Istok,
znali biste da je Sirija veoma važna
znali biste da je Sirija veoma važna
02:44
from the start.
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od samog početka.
Ali je na kraju završila, zaista,
02:45
But it ended up being, really,
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02:47
one of the forgotten stories
of the Arab Spring.
of the Arab Spring.
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kao jedna od zaboravljenih priča
Arapskog proleća.
Arapskog proleća.
02:50
I saw the implications up front.
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Unapred sam videla implikacije.
02:54
Syria is intimately tied
to regional security,
to regional security,
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Sirija je prisno povezana
sa regionalnom bezbednošću,
sa regionalnom bezbednošću,
02:57
to global stability.
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sa globalnom stabilnošću.
02:59
I felt like we couldn't let that become
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Osećala sam da ne bismo smeli dopustiti
03:01
another one of the stories we left behind.
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da to postane još jedna priča
koju smo zapostavili.
koju smo zapostavili.
03:04
So I left my big TV job to start
a website, called "Syria Deeply."
a website, called "Syria Deeply."
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Pa sam napustila svoj veliki posao na TV-u
kako bih osnovala vebsajt: "Syria Deeply".
kako bih osnovala vebsajt: "Syria Deeply".
03:10
It was designed to be a news
and information source
and information source
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Osmišljen je da bude vesti
i izvor informacija
i izvor informacija
03:13
that made it easier to understand
a complex issue,
a complex issue,
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kojima se olakšava razumevanje
složenih pitanja,
složenih pitanja,
03:16
and for the past four years,
it's been a resource
it's been a resource
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i u proteklih nekoliko godina,
sajt je bio izvor
sajt je bio izvor
03:18
for policymakers and professionals
working on the conflict in Syria.
working on the conflict in Syria.
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za zakonodavce i stručnjake
koji rade na konfliktu u Siriji.
koji rade na konfliktu u Siriji.
03:23
We built a business model
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Sagradili smo poslovni model
03:25
based on consistent,
high-quality information,
high-quality information,
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zasnovan na doslednim informacijama
visokog kvaliteta
visokog kvaliteta
03:28
and convening the top minds on the issue.
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i na konsultovanju najvećih stručnjaka
po tom pitanju.
po tom pitanju.
03:32
And we found it was a model that scaled.
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I otkrili smo da je to model
koji može da se širi.
koji može da se širi.
03:35
We got passionate requests
to do other things "Deeply."
to do other things "Deeply."
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Dobijali smo strastvene zahteve
da i drugo obrađujemo u "Deeply"-ju.
da i drugo obrađujemo u "Deeply"-ju.
03:39
So we started to work our way
down the list.
down the list.
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Pa smo počeli da se bavimo
drugim stvarima sa spiska.
drugim stvarima sa spiska.
03:43
I'm just one of many entrepreneurs,
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Ja sam tek jedna
od mnogih preduzetnika,
od mnogih preduzetnika,
03:46
and we are just one of many start-ups
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i mi smo tek jedna
od mnogih start-ap firmi
od mnogih start-ap firmi
03:48
trying to fix what's wrong with news.
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koje pokušavaju da poprave
loše strane vesti.
loše strane vesti.
03:51
All of us in the trenches know
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Svi mi u u prvim redovima znamo
03:53
that something is wrong
with the news industry.
with the news industry.
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da nešto nije u redu sa industrijom vesti.
03:56
It's broken.
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Pokvarena je.
03:58
Trust in the media
has hit an all-time low.
has hit an all-time low.
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Poverenje u medije
je dostiglo istorijski minimum.
je dostiglo istorijski minimum.
04:01
And the statistic you're seeing up there
is from September --
is from September --
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A statistika koju vidite na ekranu
je od septembra -
je od septembra -
04:05
it's arguably gotten worse.
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pretpostavlja se da je sad još gore.
04:08
But we can fix this.
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Ali možemo ovo da popravimo.
04:09
We can fix the news.
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Možemo da popravimo vesti.
04:12
I know that that's true.
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Znam da je to tako.
04:14
You can call me an idealist;
I call myself an industrious optimist.
I call myself an industrious optimist.
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Možete me nazivati idealistom;
ja sebe nazivam marljivim optimistom.
ja sebe nazivam marljivim optimistom.
04:19
And I know there are
a lot of us out there.
a lot of us out there.
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I znam da nas ima mnogo.
04:21
We have ideas for how
to make things better,
to make things better,
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Imamo ideje kako da popravimo stvari,
04:24
and I want to share three of them
that we've picked up in our own work.
that we've picked up in our own work.
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i ja želim da podelim tri
do kojih smo došli tokom našeg rada.
do kojih smo došli tokom našeg rada.
04:28
Idea number one:
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Prva ideja:
04:30
we need news that's built
on deep-domain knowledge.
on deep-domain knowledge.
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potrebne su nam vesti izgrađene
na istinskom poznavanju materije.
na istinskom poznavanju materije.
04:34
Given the waves and waves of layoffs
at newsrooms across the country,
at newsrooms across the country,
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Zbog talasa i talasa otpuštanja
u redakcijama širom naše države,
u redakcijama širom naše države,
04:38
we've lost the art of specialization.
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izgubili smo umetnost specijalizovanja.
04:40
Beat reporting is an endangered thing.
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Specijalizovano izveštavanje je ugroženo.
04:43
When it comes to foreign news,
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Kada se radi o inostranim vestima,
04:45
the way we can fix that
is by working with more local journalists,
is by working with more local journalists,
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možemo to da popravimo
radeći sa više lokalnih novinara,
radeći sa više lokalnih novinara,
04:48
treating them like our partners
and collaborators,
and collaborators,
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tretirajući ih kao naše
partnere i saradnike,
partnere i saradnike,
04:51
not just fixers who fetch us
phone numbers and sound bites.
phone numbers and sound bites.
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a ne tek kao "fiksere" koji nam dodaju
brojeve telefona i zvučne isečke.
brojeve telefona i zvučne isečke.
04:54
Our local reporters in Syria
and across Africa and across Asia
and across Africa and across Asia
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Naši lokalni reporteri iz Sirije
i širom Afrike i Azije
i širom Afrike i Azije
04:59
bring us stories that we certainly
would not have found on our own.
would not have found on our own.
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nam donose priče koje zasigurno
sami ne bismo otkrili.
sami ne bismo otkrili.
05:03
Like this one from the suburbs
of Damascus, about a wheelchair race
of Damascus, about a wheelchair race
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Poput ove iz predgrađa Damaska
o trci u invalidskim kolicima
o trci u invalidskim kolicima
05:07
that gave hope
to those wounded in the war.
to those wounded in the war.
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koja je dala nadu onima povređenim u ratu.
05:10
Or this one from Sierra Leone,
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Ili ova iz Sijera Leonea
05:12
about a local chief
who curbed the spread of Ebola
who curbed the spread of Ebola
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o lokalnom poglavici
koji je obuzdao širenje ebole
koji je obuzdao širenje ebole
05:15
by self-organizing
a quarantine in his district.
a quarantine in his district.
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tako što je sam organizovao
karantin u svojoj oblasti.
karantin u svojoj oblasti.
05:19
Or this one from the border of Pakistan,
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Ili ova sa granice Pakistana,
05:21
about Afghan refugees being forced
to return home before they are ready,
to return home before they are ready,
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o avganistanskim izbeglicama koje teraju
da se vrate domovima pre vremena,
da se vrate domovima pre vremena,
05:25
under the threat of police intimidation.
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pod pretnjom policijskog zastrašivanja.
05:28
Our local journalists are our mentors.
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Naši lokalni novinari su nam mentori.
05:30
They teach us something new every day,
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Podučavaju nas nečem novom svakodnevno
05:32
and they bring us stories
that are important for all of us to know.
that are important for all of us to know.
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i donose nam priče
koje je važno svi mi da znamo.
koje je važno svi mi da znamo.
05:37
Idea number two:
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Druga ideja:
05:39
we need a kind of Hippocratic oath
for the news industry,
for the news industry,
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potrebna nam je nekakva
Hipokratova zakletva za industriju vesti,
Hipokratova zakletva za industriju vesti,
05:43
a pledge to first do no harm.
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zavet da, pre svega,
nećemo nanositi štetu.
nećemo nanositi štetu.
05:46
(Applause)
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(Aplauz)
05:48
Journalists need to be tough.
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Novinari moraju da budu jaki.
05:49
We need to speak truth to power,
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Moramo govoriti istinu onima na vlasti,
05:51
but we also need to be responsible.
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ali takođe moramo da budemo odgovorni.
05:53
We need to live up to our own ideals,
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Moramo da dosegnemo sopstvene ideale
05:56
and we need to recognize
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i moramo da prepoznamo
05:58
when what we're doing
could potentially harm society,
could potentially harm society,
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kada ono što radimo
može da nanese štetu društvu,
može da nanese štetu društvu,
06:02
where we lose track of journalism
as a public service.
as a public service.
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kada gubimo iz vida
da je novinarstvo u službi javnosti.
da je novinarstvo u službi javnosti.
06:06
I watched us cover the Ebola crisis.
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Posmatrala sam
kako pokrivamo krizu o eboli.
kako pokrivamo krizu o eboli.
06:08
We launched Ebola Deeply. We did our best.
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Pokrenuli smo Ebola Deeply.
Dali sve od sebe.
Dali sve od sebe.
06:10
But what we saw was a public
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Ali smo primetili da je javnost
06:12
that was flooded with hysterical
and sensational coverage,
and sensational coverage,
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preplavljena histeričnim
i senzacionalističkim vestima,
i senzacionalističkim vestima,
06:16
sometimes inaccurate,
sometimes completely wrong.
sometimes completely wrong.
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ponekad netačnim,
ponekad potpuno pogrešnim.
ponekad potpuno pogrešnim.
06:19
Public health experts tell me
that that actually cost us in human lives,
that that actually cost us in human lives,
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Stručnjaci za javno zdravlje mi govore
da nas je to koštalo ljudskih života
da nas je to koštalo ljudskih života
06:24
because by sparking more panic
and by sometimes getting the facts wrong,
and by sometimes getting the facts wrong,
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jer pokretanjem dodatne panike
i povremenim grešenjem kod činjenica,
i povremenim grešenjem kod činjenica,
06:28
we made it harder for people to resolve
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otežali smo ljudima da reše
06:31
what was actually happening on the ground.
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ono što se zaista dešavalo na terenu.
06:33
All that noise made it harder
to make the right decisions.
to make the right decisions.
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Sva ta buka je otežala
donošenje pravilnih odluka.
donošenje pravilnih odluka.
06:37
We can do better as an industry,
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Kao industrija, možemo bolje,
06:39
but it requires us recognizing
how we got it wrong last time,
how we got it wrong last time,
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ali je neophodna svest o tome
u čemu smo grešili poslednji put,
u čemu smo grešili poslednji put,
06:43
and deciding not to go that way next time.
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i odlučnost da sledeći put ne radimo tako.
06:47
It's a choice.
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To je izbor.
06:48
We have to resist the temptation
to use fear for ratings.
to use fear for ratings.
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Moramo da odolimo iskušenju
da koristimo strah zarad rejtinga.
da koristimo strah zarad rejtinga.
06:52
And that decision has to be made
in the individual newsroom
in the individual newsroom
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A ta odluka mora da se donese
u pojedinačnim redakcijama
u pojedinačnim redakcijama
06:55
and with the individual news executive.
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i sa pojedinačnim
izvršnim urednicima vesti.
izvršnim urednicima vesti.
06:57
Because the next deadly virus
that comes around
that comes around
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Jer kad naiđe sledeći smrtonosni virus,
07:00
could be much worse
and the consequences much higher,
and the consequences much higher,
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moglo bi da bude mnogo gore
i da posledice budu mnogo veće,
i da posledice budu mnogo veće,
07:04
if we do what we did last time;
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ako uradimo što i prošli put;
07:06
if our reporting isn't responsible
and it isn't right.
and it isn't right.
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ako naše izveštavanje
nije odgovorno i ispravno.
nije odgovorno i ispravno.
07:11
The third idea?
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Treća ideja?
07:12
We need to embrace complexity
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Moramo da prigrlimo složenost,
07:14
if we want to make sense
of a complex world.
of a complex world.
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ako želimo da razumemo složeni svet.
07:18
Embrace complexity --
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Prigrliti složenost -
07:20
(Applause)
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(Aplauz)
07:21
not treat the world simplistically,
because simple isn't accurate.
because simple isn't accurate.
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ne tretirati svet pojednostavljeno
jer jednstavnost nije tačna.
jer jednstavnost nije tačna.
07:26
We live in a complex world.
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Živimo u složenom svetu.
07:29
News is adult education.
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Vesti su obrazovanje za odrasle.
07:31
It's our job as journalists
to get elbow deep in complexity
to get elbow deep in complexity
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Naš posao kao novinara
je da zagazimo do lakata u složenost
je da zagazimo do lakata u složenost
07:34
and to find new ways to make it easier
for everyone else to understand.
for everyone else to understand.
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i da nađemo nove načine
kako da ostali lakše razumeju.
kako da ostali lakše razumeju.
07:39
If we don't do that,
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Ako to ne uradimo,
07:40
if we pretend there are
just simple answers,
just simple answers,
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ako se pretvaramo da postoje
samo jednostavni odgovori,
samo jednostavni odgovori,
07:43
we're leading everyone off a steep cliff.
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sve povlačimo niz provaliju.
07:47
Understanding complexity
is the only way to know the real threats
is the only way to know the real threats
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Razumevanje složenosti je jedini način
da se spoznaju istinske pretnje
da se spoznaju istinske pretnje
07:50
that are around the corner.
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koje su iza ugla.
07:52
It's our responsibility
to translate those threats
to translate those threats
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Naša je odgovornost
da prevedemo te pretnje
da prevedemo te pretnje
07:54
and to help you understand what's real,
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i da vam pomognemo
da razumete šta je stvarno,
da razumete šta je stvarno,
07:57
so you can be prepared and know
what it takes to be ready
what it takes to be ready
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kako biste mogli da se pripremite
i da znate kako da se pripremite
i da znate kako da se pripremite
08:00
for what comes next.
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za ono što sledi.
08:03
I am an industrious optimist.
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Ja sam marljivi optimista.
08:04
I do believe we can fix what's broken.
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Verujem da možemo
da popravimo ono što je pokvareno.
da popravimo ono što je pokvareno.
08:07
We all want to.
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Svi to želimo.
08:08
There are great journalists
out there doing great work --
out there doing great work --
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Postoje odlični novinari
koji rade odličan posao -
koji rade odličan posao -
08:11
we just need new formats.
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samo su nam potrebni novi formati.
08:14
I honestly believe
this is a time of reawakening,
this is a time of reawakening,
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Iskreno verujem
da je ovo vreme novog buđenja,
da je ovo vreme novog buđenja,
08:17
reimagining what we can do.
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novog zamišljanja naših mogućnosti.
08:20
I believe we can fix what's broken.
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Verujem da se pokvareno može popraviti.
08:22
I know we can fix the news.
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Znam da možemo da popravimo vesti.
08:24
I know it's worth trying,
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Znam da je vredno truda
08:26
and I truly believe that in the end,
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i zaista verujem da ćemo na kraju
08:28
we're going to get this right.
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pronaći pravo rešenje za ovo.
08:30
Thank you.
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Hvala vam.
08:31
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Lara Setrakian - JournalistLara Setrakian is building innovative news platforms that stand ready to engage and explain the complexity of our world.
Why you should listen
Lara Setrakian is the co-founder and CEO of News Deeply, a startup that creates news platforms and builds passionate communities centered on the most pressing issues of our time. Her team's inaugural site, Syria Deeply, launched in 2012 and won the 2013 Excellence in Online Journalism Award from the National Press Foundation. The team went on to launch Ebola Deeply, Water Deeply, Arctic Deeply, Refugees Deeply and the Women & Girls Hub; the model is expanding to cover new topics in environment, public health, geopolitics and social impact. Each site is staffed by beat reporters and editors with substantial experience of the subjects they cover and augmented by a network of contributors, commentators and area experts who share their perspectives.
A hard-edged optimist, Lara believes in building innovative news platforms that are rooted in public service, that stand ready to engage and explain the complexity of our world. She also believes that there are successful media business models to be built -- ones that capturing the value of specialized information and the power of targeted reader communities. By fusing news and community, journalism and product design, she is developing a way to sustain in-depth and continuous coverage of vital issues. In light of that work Inc Magazine called her one of "8 Women Who Could Own the Future," while Fast Company named her one of the "Most Creative People in Business."
Before starting News Deeply, Setrakian was Middle East correspondent for ABC News and Bloomberg Television. She grew up in New Jersey, the daughter of hard-working Armenian-Americans who raised her to value grit, resilience, and resolve. To document News Deeply's journey and lessons from other great startups in the trenche she coauthored a study of single-subject news models as part of a fellowship at Columbia University's Tow Center for Digital Journalism. Her work at News Deeply has been featured in Fast Company, Mashable, Inc, TechCrunch, the New York Times, the Wall Street Journal, ABC News, NPR and CNN.
Lara Setrakian | Speaker | TED.com