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Joe Sabia: The technology of storytelling
Joe Sabia: la tecnologia de la narració
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El narrador Joe Sabia,que utlitza l'iPad en les seves narracions, ens parla de Lothar Meggendorfer, l'inventor que al segle passat creà una tecnologia audaç per a les narracions: els llibres tridimensionals. Sabia ens mostra com les noves tecnologies sempre ens ha ajudat a narrar les nostres històries, des de les parets de les coves fins a l'iPad que duu a les mans.
Joe Sabia - Storyteller
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative. Full bio
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative. Full bio
Double-click the English transcript below to play the video.
00:15
Ladies and gentlemen, gather around.
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Senyores i senyors, feu rogle.
00:17
I would love to share with you a story.
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M'agradaria compartir amb vostès una història.
00:20
Once upon a time
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Vet aquí que una vegada,
00:22
in 19th century Germany,
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a l'Alemanya del segle XIX,
00:24
there was the book.
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hi havia el llibre.
00:26
Now during this time,
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Durant tot aquest temps
00:28
the book was the king of storytelling.
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el llibre era el rei de la narració.
00:30
It was venerable.
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Tothom el veneraba.
00:32
It was ubiquitous.
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Era omnipresent.
00:34
But it was a little bit boring.
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Però era un poquet avorrit.
00:38
Because in its 400 years of existence,
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I és que en els seus 400 anys d'existència,
00:41
storytellers never evolved the book
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cap narrador l'havia desenvolupat
00:43
as a storytelling device.
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com un mecanisme de narració.
00:45
But then one author arrived,
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Però aleshores arribà un autor
00:47
and he changed the game forever.
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que canvià les regles del joc per sempre.
00:51
(Music)
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(Música)
00:53
His name was Lothar,
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Li deien Lothar,
00:55
Lothar Meggendorfer.
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Lothar Meggendorfer.
00:58
Lothar Meggendorfer put his foot down,
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Lother Meggendorfer, amb fermesa,
01:01
and he said, "Genug ist genug!"
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digué: "Genug ist genug" (Ja n'hi ha prou!)
01:07
He grabbed his pen,
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Prengué una ploma,
01:09
he snatched his scissors.
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i també unes tisores.
01:11
This man refused to fold to the conventions of normalcy
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Aquest home es negava a doblegar-se davant les convencions establertes
01:13
and just decided to fold.
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i decidí començar a doblegar.
01:15
History would know Lothar Meggendorfer
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La història recordava Lothar Meggendorfer
01:17
as -- who else? --
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com, qui si no?,
01:19
the world's first true inventor
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el primer inventor del món
01:21
of the children's pop-up book.
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del llibre tridimensional per nens.
01:24
(Music)
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(Música)
01:26
For this delight and for this wonder,
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Per aquesta meravellosa delícia
01:28
people rejoiced.
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tohtom es gaubava.
01:30
(Cheering)
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(Víctors)
01:33
They were happy because the story survived,
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Estaven feliços perquè la història havia sobreviscut
01:36
and that the world would keep on spinning.
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i el món continuava girant.
01:38
Lothar Meggendorfer wasn't the first
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Lothar Meggendorfer no era el primer
01:40
to evolve the way a story was told,
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que feia evolucionar la manera de narrar històries,
01:42
and he certainly wasn't the last.
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i clar està que no fou l'últim.
01:44
Whether storytellers realized it or not,
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Malgrat que els narradors no se n'adonessin,
01:46
they were channeling Meggendorfer's spirit
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era l'esperit de Meggendorfer el que els mogué
01:48
when they moved opera to vaudville,
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per passar de l'òpera al vodevil,
01:53
radio news to radio theater,
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dels noticiaris radiofònics al radioteatre,
01:56
film to film in motion
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d'un fotograma a una pel·lícula,
01:59
to film in sound, color, 3D,
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a una pel·lícula sonora, en color, en 3D,
02:02
on VHS and on DVD.
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en vídeo i en DVD.
02:04
There seemed to be no cure for this Meggendorferitis.
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Pareixia no haver-hi cura per aquesta Meggendorferitis.
02:07
And things got a lot more fun when the Internet came around.
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A més, les coses encara foren més divertides quan arribà Internet.
02:10
(Laughter)
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(Rialles)
02:12
Because, not only could people broadcast their stories throughout the world,
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Perquè, no només tothom podia retransmetre les seves històries arreu del món,
02:15
but they could do so
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sinó que ho podien fer
02:17
using what seemed to be an infinite amount of devices.
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amb el que semblava ser un nombre infinit d'aparells.
02:20
For example, one company
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Per exemple, una empresa
02:23
would tell a story of love
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contava una història d'amor
02:25
through its very own search engine.
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mitjançant el seu motor de cerca.
02:30
One Taiwanese production studio
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O una poductora taiwanesa
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would interpret American politics in 3D.
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dramatitzava la política nordamericana en 3D.
02:35
(Laughter)
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(Rialles)
02:40
And one man would tell the stories of his father
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I un home contava les històries del seu pare
02:44
by using a platform called Twitter
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utilitzant una plataforma anomenada Twitter
02:46
to communicate the excrement his father would gesticulate.
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per a compartir totes les barbaritats que deia el seu pare.
02:49
And after all this, everyone paused;
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I després de tot açò, tothom s'aturà;
02:51
they took a step back.
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miraren enrere.
02:53
They realized that, in 6,000 years of storytelling,
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I s'adonaren que en 6.000 anys de narració
02:56
they've gone from depicting hunting on cave walls
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havien passat de representar la caça als murs de les coves
03:00
to depicting Shakespeare on Facebook walls.
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a representar a Shakespeare als murs de Facebook.
03:04
And this was a cause for celebration.
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Això s'havia de celebrar!
03:07
The art of storytelling has remained unchanged.
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L'art dels narradors no ha canviat gaire.
03:09
And for the most part, the stories are recycled.
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Majoritàriament, les històries es reciclen.
03:12
But the way that humans tell the stories
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El que ha canviat és la forma en què els humans
03:14
has always evolved
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narren les històries,
03:16
with pure, consistent novelty.
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evolucionant amb novetats constants.
03:19
And they remembered a man,
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Aleshores recordaren un home,
03:21
one amazing German,
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un alemany extraordinari,
03:24
every time a new storytelling device
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cada cop que apareixia un nou dispositiu
03:28
popped up next.
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amb què narrar les històries.
03:30
And for that,
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I per això
03:32
the audience --
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el públic,
03:34
the lovely, beautiful audience --
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el públic magnífic i agraït,
03:36
would live happily ever after.
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visqué feliç per sempre.
03:39
(Applause)
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(Aplaudiments)
ABOUT THE SPEAKER
Joe Sabia - StorytellerJoe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative.
Why you should listen
Joe Sabia is a NYC-based conceptual digital video artist who creates shareable videos and formats across a multitude of genres, amassing more than 1 billion views in total. As a creative consultant, Moth Programming Board member, and award-winning director/editor, his current role has him creating franchise video formats across the Conde Nast Portfolio as VP of Creative Development.
You may recognize his voice as the guy on Vogue's "73 Questions." Some of his work includes the "Wired Autocomplete Interview" series, "You Sang My Song" on Glamour, and "Lie Detector" and "Tinder Takeover" on Vanity Fair. Joe created "African Men, Hollywood Stereotypes" which launched the awareness campaign of Africa-based non-profit Mama Hope. He spent two years making an art project called "The Office Stare Machine" which takes 700 stares from The Office and catalogues them against hundreds of emotions. He also co-founded "CDZA", a music channel featuring hundreds of conservatory-trained musicians in viral videos, including directing a set with Spike Jonze at the first ever YouTube Music Awards.
Sabia's hobbies include being an amateur classical pianist, the 2007 international pun champion and proud co-owner of an Italian restaurant. He also documents management facility in the Republic of Georgia.
Joe Sabia | Speaker | TED.com