TEDWomen 2010
Johanna Blakley: Social media and the end of gender
Johanna Blakley: Društveni mediji i kraj spolova
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1,490,974 views
Medijske i oglašivačke kompanije još uvijek koriste staru demografiju u cilju razumijevanja svoje publike, no nju je sve teže pratiti online, kaže istraživačica medija Johanna Blakley. Dok društveni mediji nadrastaju tradicionalne, a među korisnicima žene postaju brojnije od muškaraca, Blakley objašnjava kakve nam promjene donosi budućnost medija.
Johanna Blakley - Media maven
Johanna Blakley studies the impact of mass media and entertainment on our world. Full bio
Johanna Blakley studies the impact of mass media and entertainment on our world. Full bio
Double-click the English transcript below to play the video.
00:15
I'm going to make an argument today
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Danas ću iznijeti argument
00:17
that may seem a little bit crazy:
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koji će možda izgledati pomalo ludo:
00:20
social media and the end of gender.
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društveni mediji i kraj spolova.
00:23
Let me connect the dots.
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Dopustite mi da povežem točkice.
00:26
I'm going to argue today
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Danas ću argumentirati
00:28
that the social media applications
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da će nam aplikacije društvenih medija
00:30
that we all know and love, or love to hate,
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koje svi znamo i volimo, ili volimo mrziti,
00:33
are actually going to help free us
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pomoći da se oslobodimo
00:35
from some of the absurd assumptions
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nekih apsurdnih pretpostavki
00:37
that we have as a society about gender.
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koje, kao društvo, imamo o spolovima.
00:40
I think that social media
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Mislim da će nam društveni mediji
00:42
is actually going to help us dismantle
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zapravo pomoći da raščistimo
00:44
some of the silly and demeaning stereotypes
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neke od budalastih i ponižavajućih stereotipa
00:47
that we see in media and advertising
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koje vidimo u medijima i oglašavanju
00:50
about gender.
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kad je riječ o spolovima.
00:52
If you hadn't noticed,
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Ako niste primijetili,
00:54
our media climate generally provides
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naša medijska klima općenito predstavlja
00:56
a very distorted mirror
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vrlo izobličeno zrcalo
00:58
of our lives and of our gender,
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naših života i spolova.
01:00
and I think that's going to change.
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Mislim da će se to promijeniti.
01:02
Now most media companies --
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Sada najveći broj medijskih kompanija --
01:04
television, radio, publishing, games, you name it --
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televizija, radio, izdavaštvo, igre, koju god hoćete --
01:07
they use very rigid segmentation methods
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koristi vrlo krute metode segmentacije
01:10
in order to understand their audiences.
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s ciljem razumijevanja svoje publike.
01:12
It's old-school demographics.
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To je demografija stare škole.
01:14
They come up with these very restrictive labels to define us.
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Osmislili su vrlo restriktivne etikete kojima nas definiraju.
01:19
Now the crazy thing
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Ludo u svemu je to što
01:21
is that media companies believe
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medijske kompanije vjeruju
01:23
that if you fall within a certain demographic category
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da, ako ste u određenoj demografskoj kategoriji,
01:26
then you are predictable in certain ways --
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tada ste na određeni način predvidljivi.
01:28
you have certain taste,
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Da imate određeni ukus,
01:30
that you like certain things.
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da volite određene stvari.
01:32
And so the bizarre result of this
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I stoga je bizarni ishod ovoga
01:34
is that most of our popular culture
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da je većina naše popularne kulture
01:36
is actually based on these presumptions
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zapravo utemeljena na tim pretpostavkama
01:38
about our demographics.
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naših demografskih obilježja.
01:41
Age demographics:
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Dobna demografija:
01:43
the 18 to 49 demo
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Demografija za one od 18 do 49,
01:45
has had a huge impact
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imala je ogroman utjecaj
01:47
on all mass media programming in this country
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na sav program masovnih medija u ovoj zemlji
01:49
since the 1960s,
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još od 1960-tih,
01:51
when the baby boomers were still young.
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kada je baby boom naraštaj još bio mlad.
01:54
Now they've aged out of that demographic,
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Sada su oni starosno napustili tu skupinu,
01:57
but it's still the case
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ali i dalje vrijedi
01:59
that powerful ratings companies like Nielson
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da moćne rejting kompanije poput Nielsona
02:01
don't even take into account
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čak ni ne uzimaju u obzir
02:03
viewers of television shows over age 54.
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gledatelje televizijskih emisija iznad 54 godine starosti.
02:06
In our media environment,
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U našem medijskom okruženju,
02:08
it's as if they don't even exist.
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oni kao da ne postoje.
02:10
Now, if you watch "Mad Men," like I do --
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Ako gledate „Momce s Madisona" poput mene --
02:12
it's a popular TV show in the States --
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to je popularna TV emisija u Sjedinjenim Državama --
02:15
Dr. Faye Miller does something called psychographics,
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Dr. Faye Miller se bavi nečim zvanim psihografija,
02:18
which first came about in the 1960s,
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koja se prvi puta pojavila u 1960-tima,
02:21
where you create these complex psychological profiles
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a u kojoj izrađujete složene psihološke profile
02:23
of consumers.
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potrošača.
02:25
But psychographics really haven't had a huge impact on the media business.
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Ali psihografija nije zapravo imala ogroman utjecaj na medijsko poslovanje.
02:28
It's really just been basic demographics.
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U stvari je u pitanju bila samo osnovna demografija.
02:32
So I'm at the Norman Lear Center at USC,
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Ja sam u Norman Lear Center pri USC.
02:35
and we've done a lot of research over the last seven, eight years
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I obavili smo mnogo istraživanja u proteklih sedam, osam godina
02:38
on demographics
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u vezi demografije
02:40
and how they affect media and entertainment
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i njezinog utjecaja na medije i zabavu
02:42
in this country and abroad.
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u ovoj zemlji i u inozemstvu.
02:44
And in the last three years,
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A u posljednje tri godine
02:46
we've been looking specifically at social media to see what has changed,
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promatrali smo posebno društvene medije da vidimo što se promijenilo.
02:49
and we've discovered some very interesting things.
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I otkrili smo neke vrlo interesantne stvari.
02:53
All the people who participate in social media networks
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Svi ljudi koji sudjeluju u društvenim mrežama
02:55
belong to the same old demographic categories
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pripadaju istim starim demografskim kategorijama
02:58
that media companies and advertisers
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koje su medijske kompanije i oglašivači
03:00
have used in order to understand them.
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koristili kako bi ih razumjeli.
03:02
But those categories mean even less now
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Ali te kategorije znače danas još manje
03:05
than they did before,
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nego nekada.
03:07
because with online networking tools,
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Zato što nam je s internetskim mrežnim alatima
03:09
it's much easier for us
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puno lakše
03:11
to escape some of our demographic boxes.
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izbjeći neke od naših demografskih pretinaca.
03:13
We're able to connect with people quite freely
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U mogućnosti smo povezati se s ljudima posve slobodno
03:16
and to redefine ourselves online.
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i online redefinirati same sebe.
03:18
And we can lie about our age online, too, pretty easily.
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Također sasvim lako možemo i lagati o svojoj dobi.
03:22
We can also connect with people
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Također se možemo povezivati s ljudima
03:25
based on our very specific interests.
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na temelju naših vrlo specifičnih interesa.
03:27
We don't need a media company
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Ne treba nam medijska kompanija
03:29
to help do this for us.
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pomagati u tome.
03:31
So the traditional media companies, of course,
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Stoga tradicionalne medijske kompanije, naravno,
03:34
are paying very close attention to these online communities.
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obraćaju veliku pozornost na ove online zajednice.
03:37
They know this is the mass audience of the future;
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One znaju da je to masovna publika budućnosti.
03:40
they need to figure it out.
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Oni je moraju razumjeti.
03:42
But they're having a hard time doing it
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Ali im to ide teško
03:44
because they're still trying to use demographics in order to understand them,
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jer još uvijek pokušavaju rabiti demografiju kako bi je razumjeli,
03:47
because that's how ad rates are still determined.
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jer se na toj osnovi još uvijek određuju cijene oglasa.
03:50
When they're monitoring your clickstream --
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Kada promatraju protok vaših klikova --
03:52
and you know they are --
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a znate da to čine --
03:54
they have a really hard time
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zaista im je teško
03:56
figuring out your age, your gender and your income.
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otkriti vašu dob, vaš spol i vaš prihod.
03:58
They can make some educated guesses.
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Mogu utemeljeno nagađati.
04:00
But they get a lot more information
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Ali mnogo više informacija dobivaju
04:02
about what you do online,
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o tome što činite online,
04:04
what you like, what interests you.
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što volite, što vas zanima.
04:06
That's easier for them to find out than who you are.
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Lakše im je to otkriti nego tko ste vi zapravo.
04:09
And even though that's still sort of creepy,
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I premda je to i dalje ljigavo,
04:12
there is an upside
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postoji i dobra strana
04:14
to having your taste monitored.
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nadziranja vašeg ukusa.
04:17
Suddenly our taste is being respected
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Odjednom netko poštuje vaš ukus
04:19
in a way that it hasn't been before.
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na način na koji to ranije nije bio slučaj.
04:21
It had been presumed before.
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On se ranije pretpostavljao.
04:24
So when you look online at the way people aggregate,
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Kad pogledate na koji se način ljudi okupljaju online,
04:27
they don't aggregate
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ne okupljaju se
04:29
around age, gender and income.
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oko godina, spola ili prihoda.
04:31
They aggregate around the things they love,
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Okupljaju se oko stvari koje vole,
04:33
the things that they like,
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stvari koje im se sviđaju.
04:35
and if you think about it, shared interests and values
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A ako razmislite o tome, zajednički interesi i vrijednosti
04:37
are a far more powerful aggregator of human beings
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puno su moćniji čimbenik okupljanja ljudi
04:40
than demographic categories.
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nego demografske kategorije.
04:42
I'd much rather know
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Puno bih radije znala
04:44
whether you like "Buffy the Vampire Slayer"
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da li volite „Buffy ubojicu vampira“
04:47
rather than how old you are.
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nego koliko imate godina.
04:49
That would tell me something more substantial about you.
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To bi mi reklo nešto važnije o vama.
04:53
Now there's something else that we've discovered about social media
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Ima još nešto što smo otkrili kod društvenih medija,
04:55
that's actually quite surprising.
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a što je zapravo vrlo iznenađujuće.
04:57
It turns out that women
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Pokazuje se da žene
04:59
are really driving the social media revolution.
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zaista potiču revoluciju društvenih medija.
05:03
If you look at the statistics --
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Ako pogledate statistiku --
05:05
these are worldwide statistics --
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ovo je svjetska statistika --
05:07
in every single age category,
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u baš svakoj dobnoj kategoriji,
05:10
women actually outnumber men
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žene su brojčano zastupljenije od muškaraca
05:12
in their use of social networking technologies.
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u korištenju tehnologija društvenih mreža.
05:16
And then if you look at the amount of time
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A ako zatim pogledate vrijeme
05:18
that they spend on these sites,
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koje provode na tim stranicama,
05:20
they truly dominate the social media space,
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one doista dominiraju prostorom društvenih medija,
05:23
which is a space that's having a huge impact
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koji ima ogroman utjecaj
05:26
on old media.
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na stare medije.
05:28
The question is: what sort of impact
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Pitanje je, kakav utjecaj
05:30
is this going to have on our culture,
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će ovo imati na našu kulturu,
05:33
and what's it going to mean for women?
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i što će to značiti za žene?
05:35
If the case is that social media
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Ako se dogodi da društveni mediji
05:37
is dominating old media
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dominiraju starim medijima
05:39
and women are dominating social media,
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i žene dominiraju društvenim medijima,
05:42
then does that mean that women
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znači li to onda da će žene
05:44
are going to take over global media?
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preuzeti svjetske medije?
05:46
Are we suddenly going to see
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Hoćemo li iznenada vidjeti
05:48
a lot more female characters in cartoons
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puno više ženskih likova u crtanim filmovima,
05:50
and in games and on TV shows?
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u igrama ili u TV emisijama?
05:53
Will the next big-budget blockbuster movies
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Hoće li sljedeći visokobudžetni hit filmovi
05:57
actually be chick flicks?
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zapravo biti ženski filmovi?
06:00
Could this be possible,
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Da li je moguće
06:02
that suddenly our media landscape
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da će iznenada naš medijski pejzaž
06:04
will become a feminist landscape?
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postati feministički pejzaž?
06:08
Well, I actually don't think that's going to be the case.
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No, ja zapravo ne mislim da će se to dogoditi.
06:11
I think that media companies are going to hire a lot more women,
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Mislim da će medijske kompanije zaposliti puno više žena,
06:14
because they realize this is important for their business,
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jer će shvatiti da je to važno za njihov posao.
06:16
and I think that women
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I mislim da će žene
06:18
are also going to continue to dominate
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nastaviti dominirati
06:20
the social media sphere.
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sferom društvenih medija.
06:22
But I think women are actually going to be -- ironically enough --
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Ali mislim da će žene, u stvari, biti – ironično --
06:25
responsible for driving a stake through the heart
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odgovorne za pribijanje kolca u srce
06:28
of cheesy genre categories
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jeftinih žanrovskih kategorija
06:32
like the "chick flick"
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poput ženskog filma
06:34
and all these other genre categories
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i svih drugih žanrovskih kategorija
06:36
that presume that certain demographic groups
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koje pretpostavljaju da određene demografske skupine
06:39
like certain things --
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vole određene stvari,
06:41
that Hispanics like certain things,
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da oni Hispanskog podrijetla vole određene stvari,
06:43
that young people like certain things.
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da mladi vole određene stvari.
06:45
This is far too simplistic.
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To je previše pojednostavljeno.
06:47
The future entertainment media that we're going to see
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Budući mediji zabave koje ćemo vidjeti
06:50
is going to be very data-driven,
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temeljit će se na podacima,
06:52
and it's going to be based on the information
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i to na informacijama
06:54
that we ascertain from taste communities online,
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koje otkrivamo o ukusu mrežnih zajednica,
06:57
where women are really driving the action.
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gdje su žene te koje potiču djelovanje.
07:00
So you may be asking, well why is it important
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Možda pitate, no pa zašto je važno
07:03
that I know what entertains people?
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da znam što zabavlja ljude?
07:05
Why should I know this?
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Zašto bih to trebao znati?
07:07
Of course, old media companies and advertisers
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Naravno, stare medijske kompanije i oglašivači
07:09
need to know this.
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to moraju znati.
07:11
But my argument is that,
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Ali je moj argument taj,
07:13
if you want to understand the global village,
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da ako želite razumjeti globalno selo,
07:15
it's probably a good idea that you figure out
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vjerojatno je dobra ideja razumjeti
07:17
what they're passionate about, what amuses them,
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što izaziva strast u ljudima, što ih zabavlja,
07:20
what they choose to do in their free time.
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što odabiru činiti u svoje slobodno vrijeme.
07:23
This is a very important thing to know about people.
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To je vrlo važna stvar koju možemo znati o ljudima.
07:26
I've spent most of my professional life
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Provela sam većinu svog profesionalnog života
07:29
researching media and entertainment
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istražujući medije i zabavu
07:31
and its impact on people's lives.
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i njihov utjecaj na živote ljudi.
07:33
And I do it not just because it's fun --
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Činim to ne samo zato što je zabavno --
07:36
though actually, it is really fun --
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premda zapravo, zaista je zabavno --
07:38
but also because
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već i zato
07:40
our research has shown over and over again
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što naše istraživanje uvijek iznova pokazuje
07:42
that entertainment and play
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da zabava i igra
07:44
have a huge impact on people's lives --
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imaju ogroman utjecaj na živote ljudi --
07:47
for instance, on their political beliefs
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na primjer, na njihova politička uvjerenja
07:49
and on their health.
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i na njihovo zdravlje.
07:51
And so, if you have any interest in understanding the world,
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Pa zato, ako vas uopće zanima shvatiti svijet,
07:54
looking at how people amuse themselves
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promatrati kako se ljudi zabavljaju
07:56
is a really good way to start.
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ovo je doista dobar početak.
07:59
So imagine a media atmosphere
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Zamislite medijsku atmosferu
08:02
that isn't dominated by lame stereotypes
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kojom ne dominiraju jadni stereotipi
08:05
about gender
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o spolu
08:07
and other demographic characteristics.
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i drugim demografskim karakteristikama.
08:09
Can you even imagine what that looks like?
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Možete li uopće zamisliti kako to izgleda?
08:11
I can't wait to find out what it looks like.
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Ja ne mogu dočekati da otkrijem kako to izgleda.
08:13
Thank you so much.
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Hvala vam lijepa.
08:15
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Johanna Blakley - Media mavenJohanna Blakley studies the impact of mass media and entertainment on our world.
Why you should listen
As the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California) Johanna Blakley spends much of her time exploring how our entertainment interacts with our political, commercial and social habits. She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.
Blakley has worked across a huge variety of media platforms -- producing for the web on a large scale, conducting gaming research, coordinating events for film festivals and executing consumer research on entertainment and politics. Drawing on this vast body of experience, she also lectures at USC and helped develop their masters program in Public Diplomacy.
Johanna Blakley | Speaker | TED.com