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Joe Sabia: The technology of storytelling
Joe Sabia: Tehnologija pripovijedanja
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iPad pripovjedač Joe Sabia upoznaje nas s Lotharom Meggendorferom, izumiteljem koji je, u prošlom stoljeću, stvorio odvažnu tehnologiju za pripovijedanje: knjigu sa sadržajem koji iskače. Sabia nam pokazuje kako nam nova tehnologija uvijek pomaže ispričati naše priče, od zidova špilja sve do iPada kojega ima na sceni.
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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Dame i gospodo, okupite se.
00:17
I would love to share with you a story.
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Volio bih podijeliti s vama priču.
00:20
Once upon a time
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Jednom davno
00:22
in 19th century Germany,
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u Njemačkoj 19. stoljeća,
00:24
there was the book.
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bila je jedna knjiga.
00:26
Now during this time,
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Tijekom tog vremena,
00:28
the book was the king of storytelling.
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knjiga je bila kraljica pripovijedanja.
00:30
It was venerable.
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Bila je uvažena.
00:32
It was ubiquitous.
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Bila je sveprisutna.
00:34
But it was a little bit boring.
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Ali je bila pomalo dosadna.
00:38
Because in its 400 years of existence,
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Zato što ju u njezinih 400 godina postojanja,
00:41
storytellers never evolved the book
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pripovjedači nikad nisu razvili
00:43
as a storytelling device.
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kao sredstvo pripovijedanja.
00:45
But then one author arrived,
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Ali onda je jedan autor stigao,
00:47
and he changed the game forever.
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i promijenio je igru zauvijek.
00:51
(Music)
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(Glazba)
00:53
His name was Lothar,
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Zvao se Lothar,
00:55
Lothar Meggendorfer.
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Lothar Meggendorfer.
00:58
Lothar Meggendorfer put his foot down,
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Lothar Meggendorfer je odlučno
01:01
and he said, "Genug ist genug!"
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rekao: "Genug ist genug!"
01:07
He grabbed his pen,
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Uzeo je svoju olovku,
01:09
he snatched his scissors.
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zgrabio je škare.
01:11
This man refused to fold to the conventions of normalcy
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Odbio je podložiti se konvencijama normalnosti
01:13
and just decided to fold.
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i odlučio je presavijati.
01:15
History would know Lothar Meggendorfer
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Povijest poznaje Lothara Meggendorfera
01:17
as -- who else? --
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kao -- koga drugoga doli --
01:19
the world's first true inventor
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prvog pravog svjetskog izumitelja
01:21
of the children's pop-up book.
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knjiga za djecu sa sadržajem koji iskače.
01:24
(Music)
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(Glazba)
01:26
For this delight and for this wonder,
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Zbog ovog su užitka i ovog čuda
01:28
people rejoiced.
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ljudi klicali.
01:30
(Cheering)
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(Klicanje)
01:33
They were happy because the story survived,
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Bili su sretni jer je priča preživjela,
01:36
and that the world would keep on spinning.
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i svijet se nastavio vrtjeti.
01:38
Lothar Meggendorfer wasn't the first
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Lothar Meggendorfer nije bio prvi
01:40
to evolve the way a story was told,
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koji je razvio način na koji su priče pričane,
01:42
and he certainly wasn't the last.
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i zasigurno nije bio posljednji.
01:44
Whether storytellers realized it or not,
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Bez obzira shvatili to pripovjedači ili ne,
01:46
they were channeling Meggendorfer's spirit
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oni kanaliziraju Meggendorferov duh
01:48
when they moved opera to vaudville,
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kad su operu doveli do vaudvillea,
01:53
radio news to radio theater,
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radio-vijesti do radio-kazališta,
01:56
film to film in motion
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film do pokretnog filma,
01:59
to film in sound, color, 3D,
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do filma sa zvukom, bojom, 3D,
02:02
on VHS and on DVD.
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na VHS-u i DVD-u.
02:04
There seemed to be no cure for this Meggendorferitis.
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Nije bilo lijeka za ovaj Meggendorferitis.
02:07
And things got a lot more fun when the Internet came around.
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A stvari su postale mnogo zanimljivije kad se internet pojavio.
02:10
(Laughter)
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(Smijeh)
02:12
Because, not only could people broadcast their stories throughout the world,
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Jer, ne samo da su ljudi mogli objavljivati svoje priče širom svijeta,
02:15
but they could do so
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već su to mogli učiniti
02:17
using what seemed to be an infinite amount of devices.
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koristeći praktički beskrajan broj uređaja.
02:20
For example, one company
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Primjerice, jedna tvrtka
02:23
would tell a story of love
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pripovjeda o ljubavi
02:25
through its very own search engine.
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koristeći svoju vlastitu tražilicu.
02:30
One Taiwanese production studio
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Jedan Tajvanski produkcijski studio
02:32
would interpret American politics in 3D.
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interpretira američku politiku u 3D.
02:35
(Laughter)
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(Smijeh)
02:40
And one man would tell the stories of his father
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I jedan je čovjek pričao priče svog oca,
02:44
by using a platform called Twitter
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koristeći platformu zvanu Twitter
02:46
to communicate the excrement his father would gesticulate.
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kako bi pokazao "izlučevine" koje bi njegov otac izgestikulirao.
02:49
And after all this, everyone paused;
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I nakon ovoga, svi su stali;
02:51
they took a step back.
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vratili su se jedan korak.
02:53
They realized that, in 6,000 years of storytelling,
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Shvatili su da su u 6.000 godina pripovijedanja,
02:56
they've gone from depicting hunting on cave walls
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od oslikavanja lova na zidovima špilja
03:00
to depicting Shakespeare on Facebook walls.
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došli do oslikavanja Shakespearea na zidovima Facebooka.
03:04
And this was a cause for celebration.
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I to je bio razlog za slavlje.
03:07
The art of storytelling has remained unchanged.
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Umjetnost pripovijedanja je ostala nepromijenjena.
03:09
And for the most part, the stories are recycled.
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I u većini su slučajeva priče reciklirane.
03:12
But the way that humans tell the stories
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Ali način na koji ljudi pričaju priče
03:14
has always evolved
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se uvijek razvijao
03:16
with pure, consistent novelty.
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sa čistom, stalnom inovativnošću.
03:19
And they remembered a man,
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I sjetili su se čovjeka,
03:21
one amazing German,
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jednog iznimnog Nijemca,
03:24
every time a new storytelling device
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svaki put kad je nov uređaj za pripovijedanje
03:28
popped up next.
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iskočio.
03:30
And for that,
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I zato je
03:32
the audience --
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publika --
03:34
the lovely, beautiful audience --
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ta ljupka, prekrasna publika --
03:36
would live happily ever after.
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živjela sretno do kraja života.
03:39
(Applause)
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(Pljesak)
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