TEDGlobal 2005
Yochai Benkler: The new open-source economics
Yochai Benkler o ekonomiji otvorenog koda
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Yochai Benkler objašnjava kako suradnički projekti poput Wikipedije i Linuxa predstavljaju idući stupanj ljudske organizacije.
Yochai Benkler - Legal expert
Yochai Benkler has been called "the leading intellectual of the information age." He proposes that volunteer-based projects such as Wikipedia and Linux are the next stage of human organization and economic production. Full bio
Yochai Benkler has been called "the leading intellectual of the information age." He proposes that volunteer-based projects such as Wikipedia and Linux are the next stage of human organization and economic production. Full bio
Double-click the English transcript below to play the video.
00:12
One of the problems of writing, and working, and looking at the Internet
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Jedan od problema s pisanjem, radom i promatranjem Interneta
00:15
is that it's very hard to separate fashion from deep change.
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jest taj da je vrlo teško razlučiti pomodarstvo od suštinske promjene.
00:22
And so, to start helping that, I want to take us back to 1835.
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Kako bih pomogao pri tome, vratit ću nas u 1835. godinu.
00:26
In 1835, James Gordon Bennett founded the first mass-circulation newspaper
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Godine 1835. James Gordon Bennett osnovao je prve visoko-tiražne novine
00:33
in New York City.
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u New York City-ju.
00:35
And it cost about 500 dollars to start it,
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Njihovo pokretanje stajalo je oko 500 dolara,
00:38
which was about the equivalent of 10,000 dollars of today.
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što je približni ekvivalent današnjih 10.000 dolara.
00:42
By 15 years later, by 1850, doing the same thing
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Tek 15 godina kasnije, oko 1850. godine, isti bi poduhvat
00:46
-- starting what was experienced as a mass--circulation daily paper
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-- pokretanje nečeg poput visoko-tiražnih dnevnih novina
00:49
-- would come to cost two and a half million dollars.
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-- stajao dva i pol milijuna dolara.
00:53
10,000, two and a half million, 15 years.
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10.000, dva i pol milijuna, 15 godina.
00:56
That's the critical change that is being inverted by the Net.
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To je ključna promjena koju izvrće mreža.
01:03
And that's what I want to talk about today,
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I to je ono o čemu bih želio danas progovoriti,
01:06
and how that relates to the emergence of social production.
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te kako je to povezano s nadolaskom društvene proizvodnje.
01:09
Starting with newspapers, what we saw was high cost as an initial requirement
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Počevši s novinama, vidjeli smo da je visok trošak početni zahtjev
01:17
for making information, knowledge and culture, which led to a stark bifurcation
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za stvaranje informacija, znanja i kulture, što je dovelo do upadljive podvojenosti
01:23
between producers -- who had to be able to raise financial capital,
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između proizvođača -- koji su morali biti sposobni prikupiti financijski kapital,
01:27
just like any other industrial organization --
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baš kao bilo koja druga industrijska organizacija --
01:31
and passive consumers that could choose from a certain set of
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i pasivnih potrošača koji su mogli birati između određenog skupa
01:34
things that this industrial model could produce.
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stvari koje je ovaj industrijski model bio u mogućnosti proizvesti.
01:39
Now, the term "information society," "information economy,"
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Sad, izraz ''informacijsko društvo'', ''informacijska ekonomija''
01:42
for a very long time has been used as the thing that comes after
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bio je vrlo dugo vremena korišten kako bi označio nešto što dolazi nakon
01:46
the industrial revolution. But in fact, for purposes of understanding what's happening
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Industrijske revolucije. No, zapravo, ako se želi postići razumijevanje onog što se događa
01:52
today, that's wrong. Because for 150 years, we've had an information economy.
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danas, to je krivo. Stoga što već 150 godina imamo informacijsku ekonomiju.
01:58
It's just been industrial,
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Jedino što je dosad bila industrijska.
02:00
which means those who were producing had to have a way of raising money
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Što znači da su oni koji su se bavili proizvodnjom morali iznaći način da prikupe novac
02:04
to pay those two and a half million dollars, and later, more for the telegraph,
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kako bi platili ona dva i pol milijuna dolara, a kasnije još više za brzojav,
02:08
and the radio transmitter, and the television, and eventually the mainframe.
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i za radio prijenosnik, i televiziju, i s vremenom za računalo.
02:13
And that meant they were market based, or they were government owned,
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I to je značilo da su bili zasnovani na tržištu ili su bili u vlasništvu vlade,
02:16
depending on what kind of system they were in. And this characterized and anchored
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ovisno o tome u kojem su se sustavu nalazili. To je odredilo i utvrdilo
02:21
the way information and knowledge were produced for the next 150 years.
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način na koji su se informacije i znanje proizvodili za idućih 150 godina.
02:28
Now, let me tell you a different story. Around June 2002,
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Dopustite mi da vam sada ispričam drugačiju priču. Negdje u lipnju 2002. godine
02:33
the world of supercomputers had a bombshell.
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svijet super računala doživio je potres.
02:37
The Japanese had, for the first time, created the fastest supercomputer --
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Japanci su po prvi puta stvorili najbrži super računalo --
02:41
the NEC Earth Simulator -- taking the primary from the U.S.,
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NEC Earth Simulator -- preuzevši tako primat od SAD-a,
02:44
and about two years later -- this, by the way, is measuring the trillion floating-point
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i, otprilike dvije godine kasnije -- ovo, usput, mjeri bilijun operacija s kliznom
02:48
operations per second that the computer's capable of running --
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točkom koje je računalo u mogućnosti napraviti u sekundi.
02:52
sigh of relief: IBM [Blue Gene] has just edged ahead of the NEC Earth Simulator.
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Uzdah olakšanja: IBM-ov Gene Blue je upravo prestigao NEC Earth Simulator.
02:58
All of this completely ignores the fact that throughout this period,
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No sve ovo potpuno zanemaruje činjenicu da tijekom ovog perioda
03:02
there's another supercomputer running in the world -- SETI@home.
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u svijetu postoji još jedno super računalo -- SETI@Home
03:06
Four and a half million users around the world, contributing their
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-- četiri i pol milijuna korisnika diljem svijeta, koji doprinose svojim
03:10
leftover computer cycles, whenever their computer isn't working,
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preostalim vremenom ciklusa računala, kad god njihovo računalo nije u uporabi,
03:14
by running a screen saver, and together sharing their resources to create
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tako što pokrenu zaštitnik zaslona te zajedno dijele svoje resurse kako bi stvorili
03:21
a massive supercomputer that NASA harnesses to analyze the data
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masivno super računalo koje NASA koristi za analiziranje podataka
03:26
coming from radio telescopes.
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što dolaze s radijskih teleskopa.
03:30
What this picture suggests to us is that we've got a radical change in the way
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Ova nam priča govori o radikalnoj promjeni u načinu na koji se
03:37
information production and exchange is capitalized. Not that it's become
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proizvodnja i razmjena informacija kapitaliziraju. Ne radi se o tome da su postali
03:41
less capital intensive -- that there's less money that's required
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manje zahtjevni u pogledu kapitala koji im je potreban -- da zahtjevaju manje novca
03:44
-- but that the ownership of this capital, the way the capitalization happens,
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-- već se vlasništvo nad tim kapitalom, način na koji se kapitalizacija događa,
03:49
is radically distributed. Each of us, in these advanced economies,
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radikalno izmijenio. Svatko od nas, u tim naprednim ekonomijama,
03:54
has one of these, or something rather like it -- a computer.
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ima jedan primjerak ovoga, ili nešto slično -- računalo.
03:59
They're not radically different from routers inside the middle of the network.
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Oni nisu radikalno različiti od usmjernika u srcu mreže.
04:04
And computation, storage and communications capacity are in the hands of
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I kapacitet za proračun, pohranjivanje i komunikaciju je u rukama
04:09
practically every connected person -- and these are the basic physical
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doslovno svake povezane osobe -- i to je osnovni fizički
04:15
capital means necessary for producing information, knowledge and culture,
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kapital potreban za proizvodnju informacija, znanja i kulture,
04:20
in the hands of something like 600 million to a billion people around the planet.
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u rukama nekih 600 milijuna do milijardu ljudi diljem planeta.
04:26
What this means is that for the first time since the industrial revolution,
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To znači da je po prvi puta od Industrijske revolucije
04:32
the most important means, the most important components of the core
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najvažnije sredstvo -- najvažnija komponenta jezgre
04:38
economic activities -- remember, we are in an information economy
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ekonomskih aktivnosti -- sjetite se, mi smo u informacijskoj ekonomiji
04:42
-- of the most advanced economies, and there more than anywhere else,
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-- najnaprednijih ekonomskih sustava, i ondje više nego igdje drugdje,
04:47
are in the hands of the population at large. This is completely different than what we've
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u rukama široke populacije. To je potpuno različito od onoga što smo
04:51
seen since the industrial revolution. So we've got communications and computation
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vidjeli od Inustrijske revolucije. Tako imamo kapacitet za komunikaciju i izračune
04:56
capacity in the hands of the entire population,
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u rukama čitave populacije,
04:59
and we've got human creativity, human wisdom, human experience
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i imamo ljudsku kreativnost, ljudsku mudrost, ljudsko iskustvo
05:04
-- the other major experience, the other major input --
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--- drugo veliko iskustvo, drugi veliki ulazni resurs.
05:07
which unlike simple labor -- stand here turning this lever all day long --
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Što za razliku od jednostavnog rada -- stoji ovdje i okreće ručicu čitav dan --
05:12
is not something that's the same or fungible among people.
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nije nešto što je isto ili ekvivalentno za ljude.
05:15
Any one of you who has taken someone else's job, or tried to give yours
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Svatko od vas koji je želio preuzeti nečiji posao ili predati svoj
05:18
to someone else, no matter how detailed the manual, you cannot transmit
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nekom drugom, bez obzira koliko detaljan bio priručnik, nije moguće prenijeti
05:24
what you know, what you will intuit under a certain set of circumstances.
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ono što znaš, ono što ćeš naslutiti pod određenim stjecajem okolnosti.
05:29
In that we're unique, and each of us holds this critical input
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U tome smo jedinstveni, i svatko od nas drži tu kritičnu točku
05:33
into production as we hold this machine.
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u proizvodnji, stoga što imamo ovu napravu.
05:37
What's the effect of this? So, the story that most people know
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Kakav ovo ima učinak? Dakle priča koju većina ljudi poznaje
05:42
is the story of free or open source software.
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priča je o software-u koji je besplatan ili otvorenog koda.
05:46
This is market share of Apache Web server
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Ovo je tržišni udio Apache mrežnog poslužitelja
05:49
-- one of the critical applications in Web-based communications.
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-- jedne od aplikacija ključnih za internetsku komunikaciju.
05:55
In 1995, two groups of people said,
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Godine 1995. dvije su grupe ljudi rekle
05:59
"Wow, this is really important, the Web! We need a much better Web server!"
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''Wow, ovo je zbilja važno, mreža! Treba nam mnogo bolji mrežni poslužitelj!''
06:03
One was a motley collection of volunteers who just decided,
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Jedna od njih bila je raznobojna grupa volontera koji su samo tako odlučili,
06:07
you know, we really need this, we should write one,
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znate, ovo nam je uistinu potrebno, trebali bismo napisati jedan,
06:09
and what are we going to do with what --
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i što ćemo s čime napraviti --
06:12
well, we're gonna share it! And other people will be able to develop it.
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pa, dijelit ćemo ga! I ostali će ga ljudi moći razvijati.
06:14
The other was Microsoft.
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Druga grupa bio je Microsoft.
06:16
Now, if I told you that 10 years later, the motley crew of people, who didn't control
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Sad, da vam kažem da je 10 godina kasnije raznobojna skupina ljudi koji nisu kontrolirali
06:21
anything that they produced, acquired 20 percent of the market
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baš ništa što bi proizveli stekla 20 posto tržišta
06:24
and was the red line, it would be amazing! Right?
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i da je predstavljena crvenom linijom, to bi bilo zapanjujuće! Zar ne?
06:27
Think of it in minivans. A group of automobile
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Razmišljajte o tome kao o mini-kombijima. Grupa automobilskih
06:30
engineers on their weekends are competing with Toyota. Right?
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inžinjera natječe se tijekom vikenda s Toyotom. Dobro?
06:35
But, in fact, of course, the story is it's the 70 percent,
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No zapravo, dakako, priča je ta da je 70 posto,
06:38
including the major e-commerce site -- 70 percent of a critical application
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uključujući velike internetske stranice za e-trgovinu -- 70 posto ključnih aplikacija
06:43
on which Web-based communications and applications work is produced in this form, in
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na kojima rade internetska komunikacija i aplikacije proizvedeno je u ovom obliku u
06:49
direct competition with Microsoft. Not in a side issue --
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izravnoj konkurenciji s Microsoftom, ne kao sporedno događanje
06:53
in a central strategic decision to try to capture a component of the Net.
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-- već kao središnja strateška odluka da se pokuša uhvatiti jednu komponentu mreže.
07:00
Software has done this in a way that's been very visible, because
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Software je ovo učinio na način koji je vrlo vidljiv jer
07:05
it's measurable. But the thing to see is that this actually happens throughout the Web.
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je mjerljiv. No ono što treba primijetiti jest da se isto zapravo događa diljem mreže.
07:11
So, NASA, at some point, did an experiment where they took images of Mars
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Tako je NASA, u nekom trenutku, napravila eksperiment u kojem su uzeli snimke Marsa
07:17
that they were mapping, and they said, instead of having three or four
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kojeg su bili mapirali. I odlučili da će umjesto da angažiraju troje ili četvoro
07:21
fully trained Ph.D.s doing this all the time, let's break it up into small components,
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u punoj mjeri obučenih doktora znanosti koji bi radili čitavo vrijeme, razbiti to u male dijelove,
07:26
put it up on the Web, and see if people, using a very simple interface,
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staviti na mrežu i vidjeti hoće li ljudi, koristeći vrlo jednostavno sučelje,
07:30
will actually spend five minutes here,
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zapravo provesti pet minuta ovdje,
07:32
10 minutes there, clicking. After six months,
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10 minuta tamo, klikajući. Nakon šest mjeseci
07:36
85,000 people used this to generate mapping at a
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85.000 ljudi koristilo je ovo kako bi ostvarilo mapiranje
07:41
faster rate than the images were coming in, which was, quote,
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bržim tempom no što su slike pristizale, što je, citiram, bilo
07:45
"practically indistinguishable from the markings of a fully-trained Ph.D.,"
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''praktički nerazlučivo od oznaka u punoj mjeri obučenih doktora znanosti,''
07:49
once you showed it to a number of people and computed the average.
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što je potvrđeno kada su to pokazali određenom broju ljudi i izračunali prosjek.
07:56
Now, if you have a little girl, and she goes and writes to
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Sad, ako uzmete malenu djevojčicu koja krene pisati
07:59
-- well, not so little, medium little -- tries to do research on Barbie.
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-- no, dobro, ne jako malenu, srednje malenu -- koja pokuša napraviti istraživanje o Barbie.
08:03
And she'll come to Encarta, one of the main online encyclopedias.
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Doći će do Encarte, jedne od glavnih online enciklopedija,
08:07
This is what you'll find out about Barbie. This is it, there's nothing more to the definition,
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ovo ćete saznati o Barbie. To je to, ništa više od definicije,
08:13
including, "manufacturers" -- plural -- "now more commonly produce
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uključujući ''proizvođači'' -- množina -- ''sada češće proizvode
08:17
ethnically diverse dolls, like this black Barbie." Which is vastly better
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etnički raznolike lutke, kao ovu crnu Barbie.'' Što je još uvijek mnogo bolje
08:21
than what you'll find in the encyclopedia.com,
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od onog što ćete pronaći u encyclopedia.com,
08:24
which is Barbie, Klaus. (Laughter)
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što je Barbie, Klaus. (Smijeh)
08:28
On the other hand, if they go to Wikipedia, they'll find a genuine article
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S druge strane, ako oni odu na Wikipediju, pronaći će izvorni članak
08:33
-- and I won't talk a lot about Wikipedia, because Jimmy Wales is here --
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-- i neću puno govoriti o Wikipediji, jer je Jimmy Wales ovdje --
08:36
but roughly equivalent to what you would find in the Britannica, differently written,
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no ugrubo ekvivalentan onome što bi ste pronašli u Britannici, drugačije napisano,
08:42
including the controversies over body image and commercialization,
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uključujući kontroverze o slikama vlastitog tijela i komercijalizaciji,
08:46
the claims about the way in which she's a good role model, etc.
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tvrdnje o tome na koji je način ona dobar uzor, i tako dalje.
08:54
Another portion is not only how content is produced, but how relevance is produced.
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Drugi dio ne odnosi se samo na način na koji se proizvodi sadržaj, već na koji se proizvodi značajnost.
08:58
The claim to fame of Yahoo! was, we hire people to look -- originally, not anymore
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Tvrdnja kojom je Yahoo! postao poznat, mi zapošljavamo ljude -- u početku, sada više ne
09:02
-- we hire people to look at websites and tell you --
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-- mi zapošljavamo ljude da pregledavaju internetske stranice i kažu vam --
09:07
if they're in the index, they're good. This, on the other hand, is what 60,000
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ako su u kazalu, dobre su. Ovo je, s druge strane, nešto što 60.000
09:11
passionate volunteers produce in the Open Directory Project,
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strastvenih volontera proizvodi u Open Directory Project-u.
09:15
each one willing to spend an hour or two on something they really care about,
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Svaki od njih voljan je posvetiti sat ili dva nečemu do čega im je uistinu stalo,
09:20
to say, this is good. So, this is the Open Directory Project, with 60,000 volunteers,
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kako bi rekli, ovo je dobro. Ovo je dakle Open Directory Project, s 60.000 volontera
09:26
each one spending a little bit of time, as opposed to a few hundred
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od kojih svaki potroši malo vremena, naspram nekoliko stotina
09:29
fully paid employees. No one owns it, no one owns the output,
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zaposlenika na punoj plaći. Nitko ga nema u vlasništvu, nitko nije vlasnik proizvoda,
09:34
it's free for anyone to use and it's the output of people acting out of social
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besplatno ga može koristiti svatko i on je kanal kojim ljudi izražavaju svoje društvene
09:39
and psychological motivations to do something interesting.
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i psihološke porive da naprave nešto zanimljivo.
09:43
This is not only outside of businesses. When you think of what is the critical innovation
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Ovo nije samo izvan poslovnog svijeta. Kada razmišljate o tome što je ključna inovacija
09:49
of Google, the critical innovation is outsourcing the one most important thing --
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Google-a, ključna inovacija je eksternaliziranje najvažnije stvari --
09:54
the decision about what's relevant -- to the community of the Web as a whole,
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odluke o tome što je važno -- cjelokupnoj zajednici mreže,
10:01
doing whatever they want to do: so, page rank.
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koja radi što god želi raditi. Znači -- rangiranje stranica.
10:04
The critical innovation here is instead of our engineers, or our people saying
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Ključna inovacija ovdje jest da umjesto da vam naši inžinjeri i zaposlenici kažu
10:10
which is the most relevant, we're going to go out and count what you,
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što je najznačajnije, ono što ćemo napraviti jest otići tamo i prebrojati ono što vi,
10:13
people out there on the Web, for whatever reason -- vanity, pleasure --
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ljudi povezani s mrežom, iz kojeg god razloga -- taštine, zadovoljstva --
10:17
produced links, and tied to each other. We're going to count those, and count them up.
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stvarate kao linkove, i povezati to s ostalima. Prebrojat ćemo ih i rangirati.
10:23
And again, here, you see Barbie.com, but also, very quickly,
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I ponovno vidite ovdje Barbie.com, no isto tako, vrlo brzo,
10:27
Adiosbarbie.com, the body image for every size. A contested cultural object,
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Adiosbarbie.com, slika o vlastitom tijelu za sve veličine. Sporni kulturološki objekt,
10:32
which you won't find anywhere soon on Overture, which is the classic
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kojeg nećete pronaći nigdje na Overture-u, koji je klasičan,
10:36
market-based mechanism: whoever pays the most is highest on the list.
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na tržištu utemeljen mehanizam. Tko god plati više, biva više rangiran na listi.
10:41
So, all of that is in the creation of content, of relevance, basic human expression.
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Sve što predstavlja stvaranje sadržaja, značaja vezano je stoga uz osnovno ljudsko izražavanje.
10:46
But remember, the computers were also physical. Just physical materials
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No zapamtite, računala su isto tako bila fizička. Samo fizički materijal
10:50
-- our PCs -- we share them together. We also see this in wireless.
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-- naši PC-jevi, i dijelimo ih zajedno. Isto vidimo i kod bežične veze.
10:54
It used to be wireless was one person owned the license, they transmitted in an
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Kod bežične veze stvar je radila na način da bi jedna osoba imala dozvolu i prenosila signal
11:00
area, and it had to be decided whether they would be licensed or based on property.
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u nekom području, i trebalo je odlučiti hoće li biti licencirana ili na vlasničkoj osnovi.
11:05
What we're seeing now is that computers and radios are becoming so sophisticated
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Ono što sada vidimo je da računala i radio postaju toliko sofisticirani
11:10
that we're developing algorithms to let people own machines, like Wi-Fi devices,
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da razvijamo algoritme kako bismo ljudima omogućili da posjeduju sprave, poput bežičnih uređaja
11:16
and overlay them with a sharing protocol that would allow a community like this
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i prekriju ih s protokolom koji bi omogućio zajednici poput ove
11:21
to build its own wireless broadband network simply from the simple principle:
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da izgradi vlastitu bežičnu širokopojasnu mrežu na jednostavnom principu:
11:27
When I'm listening, when I'm not using, I can help you transfer your messages;
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Kada ja slušam, kada ne koristim, mogu ti pomoći prenijeti tvoje poruke.
11:33
and when you're not using, you'll help me transfer yours.
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A kada ti ne koristiš, pomoći ćeš mi prenijeti moje.
11:36
And this is not an idealized version. These are working models that at least in some
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I ovo nije idealizirana inačica. Ovo su radni modeli koji se u barem nekim
11:41
places in the United States are being implemented, at least for public security.
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mjestima u Sjedinjenim državama koriste, barem za javnu sigurnost.
11:48
If in 1999 I told you, let's build a data storage and retrieval system.
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Da sam vam 1999. godine rekao, hajde da napravimo sustav za pohranjivanje i pronalaženje podataka.
11:54
It's got to store terabytes. It's got to be available 24 hours a day,
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Mora biti u mogućnosti pohraniti terabajte. Mora biti dostupan 24 sata dnevno,
11:57
seven days a week. It's got to be available from anywhere in the world.
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sedam dana tjedno. Mora biti dostupan s bilo kojeg mjesta na svijetu.
12:00
It has to support over 100 million users at any given moment. It's got to
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Mora podržavati preko 100.000.000 korisnika u svakom trenutku. Mora
12:04
be robust to attack, including closing the main index, injecting malicious files,
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biti otporan na napade, uključujući zatvaranje glavnog pokazivača, unos zloćudnih datoteka,
12:09
armed seizure of some major nodes. You'd say that would take years.
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oružani napad na neke od većih čvorišta. Rekli biste da bi za tako nešto bile potrebne godine.
12:14
It would take millions. But of course, what I'm describing is P2P file sharing.
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Bili bi potrebni milijuni. No dakako, ono što opisujem je P2P dijeljenje podataka.
12:21
Right? We always think of it as stealing music, but fundamentally,
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Zar ne? Uvijek o tome razmišljamo kao o krađi muzike, ali u svom temelju
12:24
it's a distributed data storage and retrieval system, where people,
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to je distribuirani sustav za pohranjivanje i pronalaženje podataka, u kojem su ljudi,
12:28
for very obvious reasons, are willing to share their bandwidth and their
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iz vrlo očiglednih razloga, voljni podijeliti svoju širokopojasnu vezu i svoje
12:32
storage to create something.
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kapacitete za pohranjivanje kako bi nešto stvorili.
12:35
So, essentially what we're seeing is the emergence of a fourth transactional
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Dakle ono što u biti promatramo je pojavljivanje četvrtog transakcijskog
12:39
framework. It used to be that there were two primary dimensions along which
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okvira. Ranije smo imali samo dvije primarne dimenzije prema kojima
12:45
you could divide things. They could be market based, or non-market based;
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je bilo moguće podijeliti stvari. Mogle su biti utemeljene ili neutemeljene na tržištu;
12:48
they could be decentralized, or centralized.
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mogle su biti decentralizirane ili centralizirane.
12:50
The price system was a market-based and decentralized system.
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Cjenovni sustav bio je sustav koji je decentraliziran i utemeljen na tržištu.
12:53
If things worked better because you actually had somebody organizing them,
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Kada bi stvari bolje funkcionirale zato što je postojao netko tko ih organizira,
12:57
you had firms, if you wanted to be in the market -- or you had governments
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imali ste ili tvrke ako ste željeli biti na tržištu -- ili vlade
13:00
or sometimes larger non-profits in the non-market.
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odnosno ponekad veće neprofitne organizacije ako niste bili na tržištu.
13:03
It was too expensive to have decentralized social production,
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Bilo je preskupo imati decentraliziranu društvenu proizvodnju,
13:08
to have decentralized action in society. That was not about society itself.
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imati decentralizirano društveno djelovanje -- koje se nije ticalo samog društva.
13:15
That was, in fact, economic.
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To je zapravo bilo ekonomično.
13:17
But what we're seeing now is the emergence of this fourth system
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No ono što promatramo danas je pojava tog četvrtog sustava
13:21
of social sharing and exchange.
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društvene podjele i razmjene.
13:22
Not that it's the first time that we do nice things to each other, or for each other,
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Ne da se po prvi puta događa da činimo dobro jedni drugima ili jedni za druge,
13:27
as social beings. We do it all the time.
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kao društvena bića. To činimo stalno.
13:31
It's that it's the first time that it's having major economic impact.
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No sada po prvi puta takvo djelovanje ima velik ekonomski utjecaj.
13:35
What characterizes them is decentralized authority.
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Karakterizira ga decentralizirani autoritet.
13:40
You don't have to ask permission, as you do in a property-based system.
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Nije potrebno zatražiti ovlaštenje, kao što se mora u sustavu utemeljenom na vlasništvu.
13:43
May I do this? It's open for anyone to create and innovate and share,
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Smijem li napraviti ovo? Otvoreno je za svakoga kako bi stvarao, inovirao i dijelio,
13:49
if they want to, by themselves or with others,
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ako poželi, sam ili s drugima,
13:53
because property is one mechanism of coordination.
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jer vlasništvo je jedan mehanizam koordinacije.
13:55
But it's not the only one.
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Ali nije jedini.
13:57
Instead, what we see are social frameworks for all of the critical things that we use
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Umjesto toga, vidimo kako se društvene mreže koriste za sve ključne stvari za koje koristimo
14:02
property and contract in the market: information flows to decide what are
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vlasništvo i ugovorne odnose na tržištu. Protok informacija omogućava odlučivanje o tome koji
14:05
interesting problems; who's available and good for something;
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su problem zanimljivi, tko je raspoloživ i dobar da nešto napravi,
14:09
motivation structures -- remember, money isn't always the best motivator.
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kakve su motivacijske strukture -- sjetite se, novac nije uvijek najbolji motivator.
14:13
If you leave a $50 check after dinner with friends,
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Ako ostaviš račun od 50 dolara nakon večere s prijateljima,
14:17
you don't increase the probability of being invited back.
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ne povećavaš izglede da ćeš biti pozvan natrag.
14:21
And if dinner isn't entirely obvious, think of sex. (Laughter)
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A ako primjer s večerom nije dovoljno očigledan, pomislite na seks. (Smijeh)
14:27
It also requires certain new organizational approaches.
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Isto tako, to zahtjeva nove pristupe organizaciji.
14:30
And in particular, what we've seen is task organization.
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I, posebice, ono što smo vidjeli je organizacija prema zadaćama.
14:34
You have to hire people who know what they're doing.
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Morate zapošljavati ljude koji znaju što rade.
14:36
You have to hire them to spend a lot of time.
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Morate ih zaposliti kako bi izdvojili mnogo vremena.
14:39
Now, take the same problem,
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No sad, ako uzmete isti problem,
14:41
chunk it into little modules, and motivations become trivial.
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isjeckajte ga na male module, tada motivacije postaju trivijalne.
14:45
Five minutes, instead of watching TV?
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Pet minuta, umjesto gledanja televizije?
14:47
Five minutes I'll spend just because it's interesting. Just because it's fun.
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Pet minuta ću izdvojiti samo zato što mi to izgleda zanimljivo. Samo zato što je zabavno.
14:51
Just because it gives me a certain sense of meaning, or, in places that are more
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Samo zato što mi daje određeni osjećaj smislenosti, ili, na mjestima koja više
14:55
involved, like Wikipedia, gives me a certain set of social relations.
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angažiraju, poput Wikipedije, stoga što mi donosi određeni krug društvenih odnosa.
15:01
So, a new social phenomenon is emerging.
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Tako se pojavljuje novi društveni fenomen.
15:05
It's creating, and it's most visible when we see it as a new form of competition.
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On stvara, i najvidljiviji je kada to primijetimo, jedan novi oblik natjecanja.
15:10
Peer-to-peer networks assaulting the recording industry;
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Mreže ravnopravnih suradnika napadaju glazbenu industriju;
15:13
free and open source software taking market share from Microsoft;
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slobodan software otvorenog koda uzima tržišne udjele Microsofta;
15:17
Skype potentially threatening traditional telecoms;
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Skype ima mogućnost ugroziti tradicionalne telekome;
15:21
Wikipedia competing with online encyclopedias.
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Wikipedija se natječe s online enciklopedijama.
15:24
But it's also a new source of opportunities for businesses.
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Ali to je isto tako i novi izvor mogućnosti za poslovni sektor.
15:27
As you see a new set of social relations and behaviors emerging,
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Kako se nova vrsta društvenih odnosa i ponašanja pojavljuje,
15:33
you have new opportunities. Some of them are toolmakers.
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pojavljuju se i nove mogućnosti. Neke od njih stvaraju nove alate.
15:37
Instead of building well-behaved appliances
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Umjesto izgradnje dobro ugođenih aparata
15:40
-- things that you know what they'll do in advance --
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-- stvari za koje unaprijed znaš što će raditi --
15:42
you begin to build more open tools. There's a new set of values,
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počinješ graditi otvorenije alate. Tu je novi sustav vrijednosti,
15:45
a new set of things people value.
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nove stvari koje ljudi vrednuju.
15:48
You build platforms for self-expression and collaboration.
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Gradiš platforme za samoizražavanje i suradnju.
15:52
Like Wikipedia, like the Open Directory Project,
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Poput Wikipedije, poput Open Directory Project-a,
15:56
you're beginning to build platforms, and you see that as a model.
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počinješ graditi platforme i prepoznaješ to kao model.
15:59
And you see surfers, people who see this happening, and in some sense
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Vidiš surfere, ljude koji promatraju kako se to događa, i na neki način
16:03
build it into a supply chain, which is a very curious one. Right?
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ugrađuju to u lanac ponude, koji je vrlo neobičan. Zar ne?
16:08
You have a belief: stuff will flow out of connected human beings.
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Imaš uvjerenje: stvari će poteći ako se ljudska bića povežu.
16:11
That'll give me something I can use, and I'm going to contract with someone.
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Time dobivam nešto što mogu iskoristiti, i mogu se s nekim drugim pogoditi.
16:14
I will deliver something based on what happens. It's very scary
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Isporučit ću nešto zavisno od toga što se dogodi. Što je vrlo zastrašujuće
16:18
-- that's what Google does, essentially.
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-- i ono je što Google suštinski radi.
16:20
That's what IBM does in software services, and they've done reasonably well.
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To radi i IBM u software-skim uslugama, i radi to razmjerno dobro.
16:24
So, social production is a real fact, not a fad.
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Dakle, društvena proizvodnja je stvarna činjenica, ne pomodarstvo.
16:28
It is the critical long-term shift caused by the Internet.
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Ona predstavlja ključnu, drugoročnu promjenu koju je uzrokovao internet.
16:32
Social relations and exchange become significantly more important than they ever
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Društveni odnosi i razmjena postaju značajno važniji no što su ikada prije
16:39
were as an economic phenomenon. In some contexts, it's even more efficient
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bili kao ekonomski fenomen. U nekim kontekstima, još su i više efikasni
16:43
because of the quality of the information, the ability to find the best person,
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zbog kvalitete informacija, svoje sposobnosti pronalaženja najbolje osobe,
16:48
the lower transaction costs. It's sustainable and growing fast.
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smanjivanja transakcijskih troškova. Održivi su i brzorastući.
16:52
But -- and this is the dark lining -- it is threatened by
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Ali -- i ovo baca tamnu sjenku -- prijeti im
16:58
-- in the same way that it threatens -- the incumbent industrial systems.
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-- na isti način na koji oni prijete njemu -- postojeći industrijski sustav.
17:02
So next time you open the paper, and you see an intellectual property decision,
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Kada stoga idućeg puta otvorite novine i ugledate presudu koja se tiče intelektualnog vlasništva,
17:07
a telecoms decision, it's not about something small and technical.
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presudu koja se tiče telekoma, znajte da se ne radi o nečem malenom i tehničkom,
17:13
It is about the future of the freedom to be as social beings with each other,
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već o budućnosti naše slobode da budemo jedni s drugima kao društvena bića,
17:19
and the way information, knowledge and culture will be produced.
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i o načinu na koji će se proizvoditi informacije, znanje i kultura.
17:24
Because it is in this context that we see a battle over how easy or hard it will be
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Zato što upravo u ovom kontekstu vidimo bitku koja će odlučiti koliko će lako ili teško biti
17:31
for the industrial information economy to simply go on as it goes,
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za industrijsku informacijsku ekonomiju da naprosto nastavi raditi kako radi sada,
17:35
or for the new model of production to begin to develop alongside that industrial model,
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odnosno za novi model proizvodnje da se počne razvijati uz postojeći industrijski model,
17:41
and change the way we begin to see the world and report what it is that we see.
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te promijeni način na koji promatramo svijet i opisujemo ono što u njemu vidimo.
17:46
Thank you.
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Hvala vam.
ABOUT THE SPEAKER
Yochai Benkler - Legal expertYochai Benkler has been called "the leading intellectual of the information age." He proposes that volunteer-based projects such as Wikipedia and Linux are the next stage of human organization and economic production.
Why you should listen
Larry Lessig calls law professor Yochai Benkler "the leading intellectual of the information age." He studies the commons -- including such shareable spaces as the radio spectrum, as well as our shared bodies of knowledge and how we access and change them.
His most recent writings (such as his 2006 book The Wealth of Networks) discuss the effects of net-based information production on our lives and minds and laws. He has gained admirers far beyond the academy, so much so that when he released his book online with a Creative Commons license, it was mixed and remixed online by fans. (Texts can be found at benkler.org; and check out this web-based seminar on The Wealth of Networks.) He was awarded EFF's Pioneer Award in 2007.
He's the Berkman Professor of Entrepreneurial Legal Studies at Harvard, and faculty co-director of the Berkman Center for Internet and Society (home to many of TED's favorite people).
Yochai Benkler | Speaker | TED.com