TED@Intel
Maria Bezaitis: Why we need strangeness
Marija Bezajtis (Maria Bezaitis): Iznenađujuća potreba za nepoznatošću
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U našem digitalnom svijetu podaci su postali posrednici u društvenim vezama. I ne shvatajući, zabarikadirali smo se protiv nepoznatosti - ljudi i ideja koji se ne uklapaju u šablon onih koje poznajemo, onoga što nam se već sviđa i gdje smo već bili. Poziv tehnologiji da nam dostavi ono što i onog ko nam treba, čak iako je nepoznato. (Snimljeno na TED@Intel)
Maria Bezaitis - Computer engineer
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
Double-click the English transcript below to play the video.
00:12
"Don't talk to strangers."
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"Nemojte pričati sa strancima."
00:16
You have heard that phrase uttered
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Slušali ste ovu frazu
00:18
by your friends, family, schools and the media for decades.
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od vaših prijatelja, porodice,
škole, medija, vec decenijama.
škole, medija, vec decenijama.
00:22
It's a norm. It's a social norm.
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To je norma. To je društvena norma.
00:25
But it's a special kind of social norm,
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Ali je to posebna vrsta društvene norme,
00:27
because it's a social norm that wants to tell us
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jer to je društvena norma koja želi da vam kaže
00:30
who we can relate to and who we shouldn't relate to.
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sa kim možemo da se dovedemo u vezu,
a sa kim ne bi trebalo.
a sa kim ne bi trebalo.
00:34
"Don't talk to strangers" says,
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"Nemojte pričati sa strancima" govori
00:37
"Stay from anyone who's not familiar to you.
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"Kloni se svakoga ko ti nije poznat.
00:41
Stick with the people you know.
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Ostanite sa ljudima koje znate.
00:43
Stick with people like you."
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Ostanite sa ljudima kao što ste vi."
00:46
How appealing is that?
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Koliko je to privlačno?
00:49
It's not really what we do, is it, when we're at our best?
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To i nije ono što radimo, zar ne?
00:52
When we're at our best, we reach out to people
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Kad smo u elementu, idemo u susret ljudima
00:55
who are not like us,
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koji nijesu kao mi,
00:56
because when we do that, we learn from people
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jer kada to uradimo, mi učimo od ljudi
00:59
who are not like us.
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koji nijesu kao mi.
01:01
My phrase for this value of being with "not like us"
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Moja fraza za vrijednost
- biti sa nekim ko "nije kao mi" -
- biti sa nekim ko "nije kao mi" -
01:06
is "strangeness,"
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je "nepoznanica",
01:07
and my point is that in today's digitally intensive world,
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i suština je da u današnjem
digitalno intenzivnom svijetu
digitalno intenzivnom svijetu
01:11
strangers are quite frankly not the point.
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stranci uopšte nijesu poenta.
01:15
The point that we should be worried about is,
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Poenta koja bi nas trebala zabrinuti je,
01:17
how much strangeness are we getting?
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koliko nepoznanica dobijamo?
01:20
Why strangeness? Because our social relations
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Zašto nepoznanica?
Zato što se naše društvene veze
Zato što se naše društvene veze
01:23
are increasingly mediated by data,
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uvećavaju uticajem podataka,
01:26
and data turns our social relations into digital relations,
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i podaci pretvaraju naše društvene veze u digitalne,
01:30
and that means that our digital relations
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i to znači da naše digitalne veze
01:32
now depend extraordinarily on technology
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sada veoma zavise od tehnologije
01:36
to bring to them a sense of robustness,
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kako bi im dale čvrst osjećaj,
01:39
a sense of discovery,
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osjećaj otkrića,
01:41
a sense of surprise and unpredictability.
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osjećaj iznenađenja i nepredvidljivosti.
01:44
Why not strangers?
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Zašto ne stranci?
01:46
Because strangers are part of a world
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Jer su stranci dio svijeta
01:48
of really rigid boundaries.
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stvarno krutih granica.
01:50
They belong to a world of people I know
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Oni pripadaju svijetu ljudi koje ja znam
01:53
versus people I don't know,
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nasuprot ljudi koje ne znam,
01:56
and in the context of my digital relations,
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i u kontekstu mojih digitalnih veza,
01:58
I'm already doing things with people I don't know.
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ja već radim stvari sa ljudima koje ne znam.
02:02
The question isn't whether or not I know you.
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Pitanje nije da li te ja znam, ili ne.
02:06
The question is, what can I do with you?
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Pitanje je, šta mogu sa tobom?
02:08
What can I learn with you?
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Šta mogu da naučim sa tobom?
02:11
What can we do together that benefits us both?
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Šta možemo da uradimo zajedno,
kako bismo oboje imali koristi?
kako bismo oboje imali koristi?
02:15
I spend a lot of time thinking about
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Provodim mnogo vremena razmišljajući o tome
02:17
how the social landscape is changing,
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kako se društvena slika mijenja,
02:20
how new technologies create new constraints
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kako nove tehnologije stvaraju nova ograničenja
02:23
and new opportunities for people.
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i nove prilike za ljude.
02:25
The most important changes facing us today
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Najvažnije promjene koje su pred nama
02:28
have to do with data and what data is doing
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imaju veze sa podacima i šta podaci rade
02:31
to shape the kinds of digital relations
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da oblikuju vrste digitalnih veza
02:33
that will be possible for us in the future.
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koje će biti moguće za nas u budućnosti.
02:35
The economies of the future depend on that.
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Privrede u budućnosti zavise od toga.
02:38
Our social lives in the future depend on that.
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Naši društveni životi u budućnosti
se oslanjaju na to.
se oslanjaju na to.
02:41
The threat to worry about isn't strangers.
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Ono u vezi sa čim treba
da se zabrinemo nijesu stranci.
da se zabrinemo nijesu stranci.
02:44
The threat to worry about is whether or not
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Razlog za zabrinutost je
02:46
we're getting our fair share of strangeness.
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da li dobijamo dovoljno nepoznanice.
02:49
Now, 20th-century psychologists and sociologists
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Psiholozi i sociolozi XX vijeka
02:51
were thinking about strangers,
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mislili su o strancima,
02:53
but they weren't thinking so dynamically about human relations,
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ali oni nijesu mislili tako dinamično
o ljudskim vezama,
o ljudskim vezama,
02:56
and they were thinking about strangers
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i nijesu mislili o strancima
02:58
in the context of influencing practices.
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u smisli uticaja prakse.
03:00
Stanley Milgram from the '60s and '70s,
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Stenli Milgram od 60-ih do 70-ih,
03:03
the creator of the small-world experiments,
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tvorac malog svijeta eksperimenata,
03:05
which became later popularized as six degrees of separation,
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koji su kasnije postali popularni
kao šest stepeni razdvajanja
kao šest stepeni razdvajanja
03:08
made the point that any two arbitrarily selected people
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naglasio je da su bilo koje dvije
proizvoljno izabrane osobe
proizvoljno izabrane osobe
03:12
were likely connected from between five to seven intermediary steps.
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vjerovatno povezane sa pet do
sedam posredničkih koraka.
sedam posredničkih koraka.
03:15
His point was that strangers are out there.
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Njegova poenta je bila da su stranci tamo.
03:18
We can reach them. There are paths
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Možemo da dođemo do njih. Postoje putevi
03:20
that enable us to reach them.
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koji nam omogućavaju da dođemo do njih.
03:23
Mark Granovetter, Stanford sociologist, in 1973
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Mark Granoveter, sociolog sa Stenforda, 1973.
03:26
in his seminal essay "The Strength of Weak Ties,"
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u svom originalnom eseju "Jačina slabih veza"
03:29
made the point that these weak ties
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zaključio je da su ove slabe veze
03:32
that are a part of our networks, these strangers,
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koje su dio naših mreža, oni nepoznati,
03:35
are actually more effective at diffusing information to us
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u stvari mnogo efikasniji u širenju
informacija ka nama
informacija ka nama
03:38
than are our strong ties, the people closest to us.
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nego naše jake veze, nama najbliži ljudi.
03:42
He makes an additional indictment of our strong ties
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On dodatno optužuje naše jake veze
03:46
when he says that these people who are so close to us,
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kada kaže da oni ljudi koji su nam najbliži,
03:48
these strong ties in our lives,
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one jake veze u našim životima,
03:50
actually have a homogenizing effect on us.
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u stvari imaju homogenizujući efekat na nas.
03:54
They produce sameness.
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Proizvode jednakost.
03:56
My colleagues and I at Intel have spent the last few years
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Moje kolege i ja smo u Intelu proveli
poslednjih nekoliko godina
poslednjih nekoliko godina
03:59
looking at the ways in which digital platforms
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posmatrajuću načine na koje digitalne platforme
04:02
are reshaping our everyday lives,
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preoblikuju naše živote,
04:04
what kinds of new routines are possible.
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koje su vrste novih šablona moguće.
04:06
We've been looking specifically at the kinds
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Posmatrali smo posebno vrste
04:08
of digital platforms that have enabled us
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digitalnih platformi koje su nam omogućile
04:10
to take our possessions, those things that used to be
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da uzmemo ono što nam pripada,
one stvari koje su bile
one stvari koje su bile
04:14
very restricted to us and to our friends in our houses,
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vrlo ograničene nama i našim prijateljima
u našim kućama
u našim kućama
04:17
and to make them available to people we don't know.
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i učinile ih dostupnim ljudima koje ne poznajemo.
04:20
Whether it's our clothes, whether it's our cars,
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Bilo da je to naša odjeća ili naši automobili,
04:23
whether it's our bikes, whether it's our books or music,
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naši bicikli, naše knjige ili muzika,
04:26
we are able to take our possessions now
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sad možemo da uzmemo ono što je naše
04:29
and make them available to people we've never met.
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i učinimo dostupnim ljudima koje nikad nismo sreli.
04:32
And we concluded a very important insight,
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Zaključili smo nešto vrlo važno,
04:35
which was that as people's relationships
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a to je da: kako se odnosi ljudi
04:37
to the things in their lives change,
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prema stvarima u njihovom životu menjaju,
04:39
so do their relations with other people.
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tako se mijenjaju i njihovi odnosi sa drugim ljudima.
04:43
And yet recommendation system
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A sistemi preporuke
04:44
after recommendation system continues to miss the boat.
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jedan za drugim nastavljaju da griješe.
04:49
It continues to try to predict what I need
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Oni nastavljaju da predviđaju šta mi je potrebno,
04:51
based on some past characterization of who I am,
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zasnovano na prethodnom opisu
onoga šta predstavljam,
onoga šta predstavljam,
04:54
of what I've already done.
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onoga što sam već uradila.
04:57
Security technology after security technology
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Tehnologije obezbjeđenja jedna za drugom
04:59
continues to design data protection
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nastavljaju da stvaraju zaštitu podataka
05:01
in terms of threats and attacks,
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zbog prijetnji i napada,
05:04
keeping me locked into really rigid kinds of relations.
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čuvajući me zaključanom
u vrlo krutim vrstama odnosa.
u vrlo krutim vrstama odnosa.
05:07
Categories like "friends" and "family"
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Kategorije kao "prijatelji" i "porodica"
05:10
and "contacts" and "colleagues"
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i "kontakti" i "kolege",
05:12
don't tell me anything about my actual relations.
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ne govore mi ništa o mojim stvarnim odnosima.
05:16
A more effective way to think about my relations
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Efikasniji način za razmišljanje o mojim odnosima
05:18
might be in terms of closeness and distance,
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možda bi bio u vezi bliskosti i udaljenosti,
05:21
where at any given point in time, with any single person,
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gdje sam u svakom trenutku sa svakom osobom,
05:25
I am both close and distant from that individual,
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podjednako blizu i daleko od te osobe,
05:28
all as a function of what I need to do right now.
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a sve u funkciji toga šta treba da uradim sada.
05:33
People aren't close or distant.
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Ljudi nijesu blizu niti su udaljeni.
05:35
People are always a combination of the two,
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Ljudi su uvijek kombinacija ova dva
05:38
and that combination is constantly changing.
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i ta kombinacija se stalno mijenja.
05:42
What if technologies could intervene
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Šta ako bi tehnologije mogle da se umiješaju
05:45
to disrupt the balance of certain kinds of relationships?
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da poremete ravnotežu određenih vrsta odnosa?
05:49
What if technologies could intervene
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Šta ako bi tehnologije mogle da se umiješaju
05:51
to help me find the person that I need right now?
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da mi pomognu da nađem osobu koja mi je potrebna sada?
05:55
Strangeness is that calibration
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Nepoznanica je to podešavanje
05:57
of closeness and distance
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bliskosti i udaljenosti
06:00
that enables me to find the people that I need right now,
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koje mi omogućava da nađem ljude
koji su mi sada potrebni,
koji su mi sada potrebni,
06:04
that enables me to find the sources of intimacy,
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koje mi omogućava da nađem izvore intimnosti,
06:07
of discovery, and of inspiration that I need right now.
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otkrića i inspiracije koji su mi potrebni sada.
06:11
Strangeness is not about meeting strangers.
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Nepoznanica nije upoznavanje stranaca.
06:13
It simply makes the point that we need
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To je jednostavno suština onoga što nam treba
06:16
to disrupt our zones of familiarity.
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da poremetimo naše zone bliskosti.
06:19
So jogging those zones of familiarity is one way to think about strangeness,
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Drmusanje ovih zona bliskosti
jedan je od načinada se misli o nepoznanici
jedan je od načinada se misli o nepoznanici
06:23
and it's a problem faced not just by individuals today,
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i to je problem sa kojim se danas suočavaju
ne samo pojedinci
ne samo pojedinci
06:25
but also by organizations,
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nego takođe i organizacije,
06:28
organizations that are trying to embrace massively new opportunities.
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organizacije koje pokušavaju da prigrle nove prilike.
06:32
Whether you're a political party
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Bilo da ste politička partija
06:34
insisting to your detriment on a very rigid notion
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koja insistira, na vašu štetu,
na vrlo krutom pogledu na to
na vrlo krutom pogledu na to
06:37
of who belongs and who does not,
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ko je pripadnik, a ko ne,
06:39
whether you're the government
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bilo da ste vlada
06:41
protecting social institutions like marriage
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koja štiti društvene institucije kao što je brak
06:44
and restricting access of those institutions to the few,
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i ograničava pristup ovim institucijama na samo nekoliko,
06:48
whether you're a teenager in her bedroom
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bilo da ste tinejdžerka u svojoj sobi
06:50
who's trying to jostle her relations with her parents,
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koja pokušava da pogura svoje odnose sa roditeljima,
06:53
strangeness is a way to think about how we pave the way
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nepoznanica je način da mislimo kako smo olakšali razvoj
06:56
to new kinds of relations.
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novih vrsta odnosa.
06:59
We have to change the norms.
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Moramo da promijenimo norme.
07:02
We have to change the norms in order to enable
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Moramo da promijenimo norme da bismo omogućili
07:05
new kinds of technologies
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nove vrste tehnologija
07:07
as a basis for new kinds of businesses.
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kao osnovu za nove vrste poslova.
07:10
What interesting questions lie ahead for us
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Koja zanimljiva pitanja su pred nama
07:14
in this world of no strangers?
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u ovom svijetu bez nepoznatih?
07:16
How might we think differently about our relations with people?
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Kako bismo mogli da razmišljamo drugačije
o našim odnosima s ljudima?
o našim odnosima s ljudima?
07:20
How might we think differently about our relations
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Kako bismo mogli da razmišljamo
drugačije o našim odnosima
drugačije o našim odnosima
07:23
with distributed groups of people?
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sa raširenim grupama ljudi?
07:25
How might we think differently about our relations with technologies,
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Kako bismo mogli da mislimo drugačije
o našim odnosima sa tehnologijama,
o našim odnosima sa tehnologijama,
07:30
things that effectively become social participants
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stvarima koje postaju učesnici u društvu
07:33
in their own right?
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svojom zaslugom?
07:35
The range of digital relations is extraordinary.
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Opseg digitalnih odnosa je nevjerovatan.
07:39
In the context of this broad range of digital relations,
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U kontekstu ovog širokog opsega digitalnih odnosa,
07:43
safely seeking strangeness might very well be
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bezbjedno traženje nepoznanica moglo bi da bude
07:46
a new basis for that innovation.
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nova osnova za tu inovaciju.
07:48
Thank you.
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Hvala.
07:50
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Maria Bezaitis - Computer engineerA principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models.
Why you should listen
Maria Bezaitis examines the social and cultural landscape, charting new directions for technology innovation within it. At Intel, her work focuses on personal data and how it develops relationally – and what this will mean in terms of new business models, the development of new devices and interfaces, and the creation of better security technologies.
Maria joined Intel in June 2006 to direct the People and Practices Research Group. She also played a leadership role at the cutting-edge social research and design organizations, E-Lab and Sapient Corporation. A longtime literature student, Bezaitis finished her Ph.D at Duke University in French Literature.
Maria Bezaitis | Speaker | TED.com