TED@SXSWi
JP Rangaswami: Information is food
JP Rangaswami: Informacije su hrana
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Kako konzumiramo podatke? Na TED@SXSWi, tehnolog JP Rangaswami promišlja o našem odnosu informacijama i daje iznenađujuć i pronicljiv uvid: tretiramo ih kao hranu.
JP Rangaswami - Technologist
JP Rangaswami thinks deeply (and hilariously) about disruptive data. Full bio
JP Rangaswami thinks deeply (and hilariously) about disruptive data. Full bio
Double-click the English transcript below to play the video.
00:16
I love my food.
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Volim hranu.
00:18
And I love information.
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Volim i informacije.
00:21
My children usually tell me
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Moja djeca obično mi kažu
00:24
that one of those passions is a little more apparent than the other.
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da je jedna od te dvije strasti malo očitija od druge.
00:27
(Laughter)
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(Smijeh)
00:29
But what I want to do in the next eight minutes or so
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Ali ono što želim učiniti u sljedećih osam minuta
00:32
is to take you through how those passions developed,
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jest provesti vas kroz načine na koje su se te strasti razvile,
00:34
the point in my life when the two passions merged,
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trenutak u mom životu kada su se te dvije strasti sjedinile,
00:37
the journey of learning that took place from that point.
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put učenja koji se odvijao od tog trena.
00:42
And one idea I want to leave you with today
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A jedna ideja s kojom želim da odete danas
00:45
is what would would happen differently in your life
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jest što bi se drugačije odvijalo u vašem životu
00:48
if you saw information the way you saw food?
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kada biste na informacije gledali kao što gledate na hranu?
00:52
I was born in Calcutta --
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Rodio sam se u Calcutti --
00:54
a family where my father and his father before him
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u obitelji u kojoj su moj otac i njegov otac prije njega
00:58
were journalists,
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bili novinari,
01:00
and they wrote magazines in the English language.
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i pisali su časopise na engleskom jeziku.
01:03
That was the family business.
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To je bio obiteljski posao.
01:05
And as a result of that,
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Kao posljedica toga,
01:07
I grew up with books everywhere around the house.
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odrastao sam s knjigama svuda po kući.
01:10
And I mean books everywhere around the house.
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I stvarno mislim svuda po kući.
01:13
And that's actually a shop in Calcutta,
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To je zapravo trgovina u Calcutti,
01:16
but it's a place where we like our books.
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ali to je mjesto gdje volimo svoje knjige.
01:19
In fact, I've got 38,000 of them now
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U biti, imam ih 38.000 sada,
01:23
and no Kindle in sight.
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a nigdje na vidiku Kindle-a.
01:25
But growing up as a child with the books around everywhere,
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Ali odrastajući kao dijete s knjigama posvuda okolo,
01:31
with people to talk to about those books,
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s ljudima s kojima sam mogao razgovarati o tim knjigama,
01:33
this wasn't a sort of slightly learned thing.
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to baš i nije bila pomalo naučena stvar.
01:36
By the time I was 18, I had a deep passion for books.
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Do svoje 18. godine, imao sam duboku strast prema knjigama.
01:40
It wasn't the only passion I had.
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Nije to bila jedina strast koju sam imao.
01:42
I was a South Indian
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Bio sam južni Indijac
01:44
brought up in Bengal.
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odrastao u Bengalu.
01:46
And two of the things about Bengal:
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Postoje dvije stvari kod Bengala:
01:49
they like their savory dishes
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oni vole svoja ukusna jela
01:51
and they like their sweets.
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i vole svoje slatkiše.
01:53
So by the time I grew up,
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Do kada sam odrastao,
01:55
again, I had a well-established passion for food.
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ponavljam, imao sam dobro razvijenu strast prema hrani.
01:59
Now I was growing up in the late '60s and early '70s,
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Odrastao sam u kasnim 60-ima i ranim 70-ima,
02:02
and there were a number of other passions I was also interested in,
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i postojao je niz strasti koje su me također zanimale,
02:05
but these two were the ones that differentiated me.
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ali ove dvije su bile one koje su me razlikovale od drugih.
02:09
(Laughter)
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(Smijeh)
02:10
And then life was fine, dandy.
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A život je bio lijep, fin.
02:13
Everything was okay,
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Sve je bilo u redu,
02:14
until I got to about the age of 26,
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dok nisam navršio nekih 26 godina
02:18
and I went to a movie called "Short Circuit."
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i pogledao film "Kratki spoj".
02:22
Oh, some of you have seen it.
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O, neki od vas su ga gledali.
02:24
And apparently it's being remade right now
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I navodno da se upravo snima remake
02:27
and it's going to be coming out next year.
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koji će izaći sljedeće godine.
02:29
It's the story of this experimental robot
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To je priča o pokusnom robotu
02:33
which got electrocuted and found a life.
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kojeg je ubila struja i pronašao je život.
02:36
And as it ran, this thing was saying, "Give me input. Give me input."
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I kako je trčala, ta stvar je govorila: "Dajte mi input. Dajte mi input."
02:40
And I suddenly realized that for a robot
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I odjednom sam shvatio da su za robota
02:42
both information as well as food
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informacije i hrana
02:46
were the same thing.
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bile ista stvar.
02:48
Energy came to it in some form or shape,
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Energija mu je dolazila u nekoj formi ili obliku,
02:51
data came to it in some form or shape.
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podaci su mu dolazili u nekoj formi ili obliku.
02:53
And I began to think,
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I počeo sam razmišljati,
02:55
I wonder what it would be like
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pitao sam se kako bi bilo
02:57
to start imagining myself
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kada bih počeo zamišljati sebe
02:59
as if energy and information were the two things I had as input --
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kao da su mi energija i informacije dvije stvari koje su input --
03:04
as if food and information were similar in some form or shape.
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kao da su hrana i informacija slične u nekoj formi ili obliku.
03:08
I started doing some research then, and this was the 25-year journey,
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Tada sam počeo istraživati, a to je bilo 25-ogodišnje putovanje,
03:11
and started finding out
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i počeo otkrivati
03:13
that actually human beings as primates
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da ljudska bića kao primati
03:16
have far smaller stomachs
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imaju mnogo manje želuce
03:19
than should be the size for our body weight
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nego što bi trebali biti za našu tjelesnu masu
03:22
and far larger brains.
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i mnogo veće mozgove.
03:25
And as I went to research that even further,
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I kako sam to još više istraživao,
03:29
I got to a point where I discovered something
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došao sam do točke gdje sam otkrio nešto
03:32
called the expensive tissue hypothesis.
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što se zove hipoteza skupog tkiva.
03:36
That actually for a given body mass of a primate
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Prema toj hipotezi, za određenu tjelesnu masu primata
03:40
the metabolic rate was static.
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brzina metabolizma je statična.
03:42
What changed was the balance of the tissues available.
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Ono što se mijenjalo je ravnoteža raspoloživih tkiva.
03:46
And two of the most expensive tissues in our human body
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A dva od najskupljih tkiva u našim ljudskim tijelima
03:50
are nervous tissue and digestive tissue.
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su živčana tkiva i tkiva probavnog sustava.
03:53
And what transpired was that people had put forward a hypothesis
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Dogodilo se da su ljudi postavili hipotezu
03:57
that was apparently coming up with some fabulous results by about 1995.
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koja je naoko davala odlične rezultate do negdje 1995.
04:02
It's a lady named Leslie Aiello.
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To je gospođa koja se zove Leslie Aiello.
04:05
And the paper then suggested that you traded one for the other.
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A rad je predlagao da mijenjamo jedno za drugo.
04:10
If you wanted your brain for a particular body mass to be large,
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Ako ste željeli da vaš mozak za određenu tjelesnu masu bude velik,
04:13
you had to live with a smaller gut.
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morali ste živjeti sa slabijim apetitom.
04:17
That then set me off completely
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To me onda zbilja razljutilo
04:19
to say, Okay, these two are connected.
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i rekao sam: "Dobro, to dvoje je povezano."
04:22
So I looked at the cultivation of information as if it were food
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Pa sam razmotrio uzgoj informacija kao da su one hrana
04:26
and said, So we were hunter-gathers of information.
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i rekao: Mi smo bili lovci-sakupljači informacija.
04:29
We moved from that to becoming farmers and cultivators of information.
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Napredovali smo od toga i postali poljoprivrednici i uzgajivači informacija.
04:34
Does that really explain what we're seeing
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Objašnjava li to uistinu ono što vidimo
04:35
with the intellectual property battles nowadays?
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kod borbi oko intelektualnog vlasništva danas?
04:38
Because those people who were hunter-gatherers in origin
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Zato što su ti ljudi koji su u početku bili lovci-sakupljači
04:41
wanted to be free and roam and pick up information as they wanted,
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htjeli biti slobodni, tumarati i skupljati informacije kako su htjeli,
04:45
and those that were in the business of farming information
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a oni koji su se bavili uzgojem informacija
04:48
wanted to build fences around it,
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htjeli su sagraditi ograde oko njih,
04:50
create ownership and wealth and structure and settlement.
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stvoriti vlasništvo i bogatstvo i strukturu i naseobinu.
04:54
So there was always going to be a tension within that.
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Dakle, uvijek će postojati napetost unutar toga.
04:57
And everything I saw in the cultivation
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I sve što sam vidio u uzgoju
04:59
said there were huge fights amongst the foodies
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govorilo je da postoje ogromne borbe među foodie-ima
05:01
between the cultivators and the hunter-gatherers.
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između uzgajivača i lovaca-sakupljača.
05:04
And this is happening here.
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I to se događa ovdje.
05:06
When I moved to preparation, this same thing was true,
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Kada sam došao do pripreme, ta ista stvar je bila točna,
05:09
expect that there were two schools.
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osim što su postojale dvije škole.
05:11
One group of people said you can distill your information,
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Jedna grupa ljudi tvrdila je da se informacije mogu destilirati,
05:14
you can extract value, separate it and serve it up,
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da možemo izlučiti vrijednost, odvojiti je i servirati je,
05:17
while another group turned around
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dok se druga grupa suprotstavila tome
05:19
and said no, no you can ferment it.
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i rekla: "Ne, ne. Možete je obraditi vrenjem."
05:21
You bring it all together and mash it up
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Sve stavite skupa i izgnječite
05:24
and the value emerges that way.
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i vrijednost na taj način izbije na površinu.
05:26
The same is again true with information.
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Isto je opet točno s informacijama.
05:28
But consumption was where it started getting really enjoyable.
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Ali konzumiranje je dio kod kojeg se moglo uživati.
05:32
Because what I began to see then
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Zato što sam onda počeo uviđati
05:34
was there were so many different ways people would consume this.
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kako postoji mnogo različitih načina na koje bi ljudi to konzumirali.
05:38
They'd buy it from the shop as raw ingredients.
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Kupili bi ih u trgovini kao sirove sastojke.
05:40
Do you cook it? Do you have it served to you?
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Hoćete li ih skuhati? Hoćete li naručiti dostavu?
05:43
Do you go to a restaurant?
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Hoćete li otići u restoran?
05:44
The same is true every time as I started thinking about information.
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Svaki put kada bih razmislio, sve bi vrijedilo i za informacije.
05:48
The analogies were getting crazy --
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Usporedbe su postajale lude --
05:51
that information had sell-by dates,
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informacije imaju rok trajanja,
05:53
that people had misused information that wasn't dated properly
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ljudi su zloupotrebljavali informacije koje nisu bilo ispravno datirane
05:57
and could really make an effect on the stock market,
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i zbilja su mogli utjecati na burzu,
05:59
on corporate values, etc.
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na korporacijske vrijednosti, itd.
06:02
And by this time I was hooked.
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I tada sam se već navukao na sve to.
06:04
And this is about 23 years into this process.
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I to je bilo 23 godine nakon što je taj proces započeo.
06:07
And I began to start thinking of myself
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I počeo sam razmišljati o sebi
06:10
as we start having mash-ups of fact and fiction,
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kao kada se počnu ispreplitati činjenice i fikcija,
06:13
docu-dramas, mockumentaries, whatever you call it.
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doku-drame, pseudodokumentarci, kako god ih zovete.
06:17
Are we going to reach the stage
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Hoćemo li dostići stupanj
06:18
where information has a percentage for fact associated with it?
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gdje informacija ima postotak činjenice s kojom je povezana?
06:23
We start labeling information for the fact percentage?
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Počet ćemo etiketirati informacije prema postotku činjenice?
06:26
Are we going to start looking at what happens
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Zar ćemo početi gledati na ono što se događa
06:29
when your information source is turned off, as a famine?
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kada se vaš izvor informacije ugasi, kao glad?
06:32
Which brings me to the final element of this.
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To me dovodi do posljednjeg dijela.
06:35
Clay Shirky once stated that there is no such animal as information overload,
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Clay Shirky jednom je rekao da ne postoji preoterećenje informacijama,
06:38
there is only filter failure.
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postoji samo neuspjeh u filtriranju.
06:41
I put it to you that information,
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Kažem vam da informacije,
06:44
if viewed from the point of food,
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ako se promatraju s gledišta hrane,
06:46
is never a production issue; you never speak of food overload.
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nikada nisu problem proizvodnje; nikad ne govorimo o preopterećenju hranom.
06:50
Fundamentally it's a consumption issue.
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U osnovi je to problem konzumacije.
06:52
And we have to start thinking
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I moramo početi razmišljati
06:54
about how we create diets within ourselves, exercise within ourselves,
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o načinu na koji stvaramo način prehrane za sebe, vježbamo unutar sebe,
07:00
to have the faculties to be able to deal with information,
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moramo imati sposobnosti da bismo se mogli nositi s informacijama,
07:02
to have the labeling to be able to do it responsibly.
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imati oznake da bismo to mogli učiniti odgovorno.
07:06
In fact, when I saw "Supersize Me," I starting thinking of saying,
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U biti, kada sam odgledao "Supersize Me", počeo sam razmišljati o tome
07:10
What would happen
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što bi se dogodilo
07:12
if an individual had 31 days nonstop Fox News?
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kada bi pojedinac 31 dan neprekidno gledao Fox-ove Vijesti?
07:16
(Laughter)
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(Smijeh)
07:17
Would there be time to be able to work with it?
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Bi li bilo vremena da se s time radi?
07:20
So you start really understanding
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Pa tako počnete stvarno shvaćati
07:23
that you can have diseases, toxins, a need to balance your diet,
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da možete imati bolesti, toksine, potrebu da uravnotežite svoj način prehrane,
07:29
and once you start looking, and from that point on,
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i jednom kad počnete gledati, i od tog trena na dalje,
07:32
everything I have done in terms of the consumption of information,
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sve što sam radio vezano uz konzumaciju informacija,
07:36
the production of information, the preparation of information,
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proizvodnju informacija, pripremu informacija,
07:39
I've looked at from the viewpoint of food.
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sve sam to promatrao s gledišta hrane.
07:43
It has probably not helped my waistline any
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To vjerojatno nije pomoglo mojoj liniji
07:45
because I like practicing on both sides.
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zato što volim prakticirati na obje strane.
07:48
But I'd like to leave you with just that question:
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Ali volio bih da odete upravo s ovim pitanjem:
07:52
If you began to think of all the information that you consume
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Kada biste počeli razmišljati o informacijama koje konzumirate
07:55
the way you think of food,
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na način na koji razmišljate o hrani,
07:56
what would you do differently?
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što biste učinili drugačije?
07:58
Thank you very much for your time.
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Puno vam hvala na vašem vremenu.
08:00
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
JP Rangaswami - TechnologistJP Rangaswami thinks deeply (and hilariously) about disruptive data.
Why you should listen
With a background in economics and journalism, JP Rangaswami has been a technology innovator and chief information officer for many leading financial firms. As an advocate for open source and disruptive technologies, Rangaswami has been a leading force in the success of multiple startups, including School of Everything, Salesforce.com and Ribbit. He blogs (unmissably) at Confused of Calcutta.
JP Rangaswami | Speaker | TED.com