TED2013
Juan Enriquez: Your online life, permanent as a tattoo
Juan Enriquez: Vaš online život, trajan kao tetovaža
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Što ako je Andy Warhol pogriješio, umjesto da budemo slavni 15 minuta, samo smo toliko anonimni? U ovom kratkom govoru, Juan Enriquez gleda iznenađujuće trajne učinke digitalnog dijeljenja na našu osobnu privatnost. Dijeli s nama lekcije starih Grka, kako bismo se lakše nosili s našim novim "digitalnim tetovažama."
Juan Enriquez - Futurist
Juan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society. Full bio
Juan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society. Full bio
Double-click the English transcript below to play the video.
00:13
All right, so let's take
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U redu, uzmimo
00:14
four subjects that obviously go together:
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četiri teme koje očito idu skupa:
00:17
big data, tattoos, immortality and the Greeks.
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veliki podaci, tetovaže, besmrtnost i Grci.
00:21
Right?
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Jelda?
00:22
Now, the issue about tattoos is that,
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Sad, stvar sa tetovažama je takva da
00:26
without a word, tattoos really do shout.
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bez riječi, tetovaže zaista viču.
00:30
[Beautiful]
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[Prekrasno]
00:34
[Intriguing]
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[Intrigirajuće]
00:36
So you don't have to say a lot.
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Tako da ne morate puno reći.
00:39
[Allegiance]
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[Savez]
00:43
[Very intimate]
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[Vrlo intimno]
00:47
[Serious mistakes]
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[Ozbiljne greške]
00:50
(Laughter)
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(Smijeh)
00:54
And tattoos tell you a lot of stories.
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I tetovaže vam pričaju puno priča.
00:58
If I can ask an indiscreet question,
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Ako mogu postaviti indiskretno pitanje,
00:59
how many of you have tattoos?
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koliko vas ima tetovažu?
01:03
A few, but not most.
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Nekoliko, ali ne većina.
01:04
What happens if Facebook, Google, Twitter, LinkedIn,
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Što ako su Facebook, Google, Twitter, LinkedIn,
01:07
cell phones, GPS, Foursquare, Yelp, Travel Advisor,
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mobiteli, GPS, Foursquare, Yelp, Travel Advisor,
01:10
all these things you deal with every day
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sve te stvari koje koristite svakodnevno
01:13
turn out to be electronic tattoos?
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ustvari elektroničke tetovaže?
01:15
And what if they provide as much information
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I što ako daju jednaku količinu informacija
01:17
about who and what you are as any tattoo ever would?
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o tome tko i što ste vi kao i bilo koja tetovaža?
01:22
What's ended up happening over the past few decades
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Ono što se događa posljednjih par desetljeća
01:24
is the kind of coverage that you had as a head of state
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jest da količinu praćenja koju ste imali kao čelnik države
01:27
or as a great celebrity
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ili kao slavna ličnost
01:30
is now being applied to you every day by all these people
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sada imate svaki dan od strane svih ovih ljudi
01:33
who are Tweeting, blogging, following you,
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koji Tweetaju, blogaju, "slijede" vas,
01:36
watching your credit scores and what you do to yourself.
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gledaju vaš kreditni rejting i što radite sami sebi.
01:40
And electronic tattoos also shout.
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I elektroničke tetovaže također viču.
01:44
And as you're thinking of the consequences of that,
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I dok razmišljate o posljedicama toga,
01:47
it's getting really hard to hide from this stuff, among other things,
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postaje jako teško sakriti se od ovih stvari, između ostalog,
01:50
because it's not just the electronic tattoos,
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zato što to nisu samo elektroničke tetovaže,
01:52
it's facial recognition that's getting really good.
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već i prepoznavanje lica koje postaje jako dobro.
01:56
So you can take a picture with an iPhone and get all the names,
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Tako da možete napraviti sliku s iPhoneom i dobiti sva imena,
02:00
although, again, sometimes it does make mistakes. (Laughter)
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iako, ponekad i griješi.
(Smijeh)
(Smijeh)
02:04
But that means you can take a typical bar scene like this,
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Ali to vam omogućuje da u tipičnoj sceni iz bara kao što je ova,
02:07
take a picture, say, of this guy right here,
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napravite sliku, recimo, ovog tipa ovdje,
02:11
get the name, and download all the records
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dobijete ime, i skinete sve podatke
02:15
before you utter a word or speak to somebody,
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prije nego što progovorite i jednu riječ s nekim,
02:19
because everybody turns out to be
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jer na kraju ispada da smo svi
02:20
absolutely plastered by electronic tattoos.
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potpuno prekriveni elektroničkim tetovažama.
02:24
And so there's companies like face.com that now have
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I sada postoje tvrtke kao što je face.com koje imaju
02:26
about 18 billion faces online.
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otprilike 18 milijardi lica online.
02:30
Here's what happened to this company.
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Evo što se dogodilo s ovom tvrtkom.
02:31
[Company sold to Facebook, June 18, 2012...]
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[Tvrtka prodana Facebooku, 18. lipnja 2012...]
02:34
There are other companies that will place a camera
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Postoje druge tvrtke koje će postaviti kameru
02:37
like this — this has nothing to do with Facebook —
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ovako -- ovo nema nikakve veze s Facebookom --
02:39
they take your picture, they tie it to the social media,
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naprave vašu sliku, povežu je sa društvenim mrežama,
02:41
they figure out you really like to wear black dresses,
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otkriju da zaista volite nositi crne haljine,
02:44
so maybe the person in the store comes up and says,
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pa će možda do vas doći prodavač i reći,
02:46
"Hey, we've got five black dresses
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"Hej, imamo pet crnih haljina
02:48
that would just look great on you."
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koje bi izgledale odlično na vama."
02:52
So what if Andy was wrong?
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Što ako je Andy pogriješio?
02:54
Here's Andy's theory.
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Evo Andyeve teorije.
02:55
[In the future, everybody will be world famous for 15 minutes.]
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[U budućnosti, svi će biti svjetski poznati 15 minuta.]
02:57
What if we flip this?
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Što ako ovo okrenemo?
02:58
What if you're only going to be anonymous for 15 minutes? (Laughter)
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Što ako ćeš biti anoniman samo 15 minuta? (Smijeh)
03:03
Well, then, because of electronic tattoos,
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Pa, u tom slučaju, zbog svih tih elektroničkih tetovaža,
03:06
maybe all of you and all of us are very close to immortality,
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možda ste svi vi i svi mi vrlo blizu besmrtnosti,
03:10
because these tattoos will live
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jer će ove tetovaže živjeti
03:12
far longer than our bodies will.
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puno duže od naših tijela.
03:15
And if that's true, then what we want to do
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I ako je to istina, onda ono što želimo učiniti je
03:16
is we want to go through four lessons from the Greeks
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proći četiri lekcije Grka
03:20
and one lesson from a Latin American.
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i jednu lekciju Latino Amerikanca.
03:23
Why the Greeks?
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Zašto Grci?
03:25
Well, the Greeks thought about what happens
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Pa, Grci su razmišljali što se događa
03:27
when gods and humans and immortality mix for a long time.
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kada se bogovi i ljudi i besmrtnost miješaju dugo vremena.
03:32
So lesson number one: Sisyphus.
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Prva lekcija: Sizif.
03:35
Remember? He did a horrible thing, condemned for all time
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Sjećate se? On je učinio užasnu stvar, osuđen za sva vremena
03:38
to roll this rock up, it would roll back down,
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da gura svoj kamen gore, koji se onda otkotrlja dolje,
03:40
roll back up, roll back down.
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gore, dolje.
03:42
It's a little like your reputation.
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To je pomalo kao vaša reputacija.
03:44
Once you get that electronic tattoo,
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Jednom kada dobijete tu elektroničku tetovažu,
03:46
you're going to be rolling up and down for a long time,
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gurat ćete gore i dolje jako dugo,
03:49
so as you go through this stuff,
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tako da dok prolazite kroz ove stvari,
03:51
just be careful what you post.
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pazite što objavljujete.
03:54
Myth number two: Orpheus, wonderful guy,
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Mit broj dva: Orfej, prekrasan tip,
03:57
charming to be around, great partier, great singer,
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divan u društvu, veliki zabavljač, veliki pjevač,
04:01
loses his beloved, charms his way into the underworld,
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izgubi svoju ljubav, pomoću šarma uđe u podzemlje,
04:04
only person to charm his way into the underworld,
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jedina osoba koja je uspjela doći u podzemlje na taj način,
04:07
charms the gods of the underworld,
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šarmira bogove podzemlja,
04:09
they release his beauty on the condition
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puštaju njegovu ljepoticu pod uvjetom
04:12
he never look at her until they're out.
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da je ne pogleda dok ne izađu.
04:15
So he's walking out and walking out and walking out
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Izlazi van i izlazi van i izlazi van
04:17
and he just can't resist. He looks at her, loses her forever.
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i ne može odljeti. Pogleda je, i izgubi zauvijek.
04:21
With all this data out here, it might be a good idea
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Sa svim ovim podacima na raspolaganju, bilo bi dobro
04:24
not to look too far into the past of those you love.
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da ne gledate predaleko u prošlost onih koje volite.
04:30
Lesson number three: Atalanta.
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Lekcija broj tri: Atalanta.
04:33
Greatest runner. She would challenge anybody.
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Najveći trkač. Ona bi izazvala bilo koga.
04:37
If you won, she would marry you.
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Ako pobijediš, udat će se za tebe.
04:40
If you lost, you died.
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Ako izgubiš, umreš.
04:43
How did Hippomenes beat her?
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Kako ju je Hipomen pobijedio?
04:45
Well, he had all these wonderful little golden apples,
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Pa, imao je sve te divne zlatne jabučice,
04:47
and she'd run ahead, and he'd roll a little golden apple.
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i ona bi potrčala naprijed, a on bi zakotrljao zlatnu jabuku.
04:50
She'd run ahead, and he'd roll a little golden apple.
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Potrčala bi naprijed, a on bi zakotrljao zlatnu jabučicu.
04:52
She kept getting distracted. He eventually won the race.
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To joj je odvlačilo pozornost. Na kraju je pobijedio u utrci.
04:56
Just remember the purpose as all these little golden apples
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Samo se sjetite svrhe svih tih malih zlatnih jabuka
04:59
come and reach you and you want to post about them
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koje dolaze do vas i želite objavljivati nešto o njima
05:02
or tweet about them or send a late-night message.
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ili tweetati o njima ili poslati kasnu poruku.
05:05
And then, of course, there's Narcissus.
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I onda, naravno, tu je Narcis.
05:09
Nobody here would ever be accused or be familiar with Narcissus.
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Nitko ovdje nikada ne bi bio optužen ili upoznat s Narcisom.
05:12
(Laughter)
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(Smijeh)
05:15
But as you're thinking about Narcissus,
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Ali dok razmišljate o Narcisu,
05:17
just don't fall in love with your own reflection.
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samo se nemojte zaljubiti u vlastiti odraz.
05:21
Last lesson, from a Latin American:
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Posljednja lekcija, od Latino Amerikanca:
05:23
This is the great poet Jorge Luis Borges.
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Ovo je veliki pjesnik Jorge Luis Borges.
05:26
When he was threatened by the thugs
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Kada su mu prijetili nasilnici
05:27
of the Argentine military junta,
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Argentinske vojne hunte,
05:30
he came back and said, "Oh, come on,
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on se vratio i rekao, "Oh, hajde,
05:32
how else can you threaten, other than with death?"
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kako drugačije možete prijetiti, osim smrću?"
05:35
The interesting thing, the original thing,
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Zanimljiva stvar, originalna stvar,
05:38
would be to threaten somebody with immortality.
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bila bi prijetiti nekom besmrtnošću.
05:42
And that, of course, is what we are all
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I to je, naravno, ono čime nam se
05:43
now threatened with today because of electronic tattoos.
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danas prijeti zbog elektroničkih tetovaža.
05:47
Thank you.
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Hvala vam.
05:48
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Juan Enriquez - FuturistJuan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society.
Why you should listen
A broad thinker who studies the intersections of these fields, Enriquez has a talent for bridging disciplines to build a coherent look ahead. He is the managing director of Excel Venture Management, a life sciences VC firm. He recently published (with Steve Gullans) Evolving Ourselves: How Unnatural Selection and Nonrandom Mutation Are Shaping Life on Earth. The book describes a world where humans increasingly shape their environment, themselves and other species.
Enriquez is a member of the board of Synthetic Genomics, which recently introduced the smallest synthetic living cell. Called “JCVI-syn 3.0,” it has 473 genes (about half the previous smallest cell). The organism would die if one of the genes is removed. In other words, this is the minimum genetic instruction set for a living organism.
Juan Enriquez | Speaker | TED.com