TED Salon Samsung
Douglas Rushkoff: How to be "Team Human" in the digital future
Douglas Rushkoff: Kako biti "Tim ljudi" u digitalnoj budućnosti
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Ljudi se više ne cijene zbog svoje kreativnosti, kaže medijski teoretičar Douglas Rushkoff - u svijetu kojim dominira digitalna tehnologija, danas nas cijene samo zbog naših podataka. U svom strastvenom govoru, Rushkoff nas poziva da prestanemo tehnologiju koristiti za optimiziranje ljudi za tržište i započnemo je koristiti da bismo stvorili budućnost usredotočenu na naše pre-digitalne vrijednosti povezanosti, kreativnosti i poštovanja. "Pridružite se 'Timu ljudi'. Pronađite druge," kaže on. "Hajdemo zajedno stvoriti budućnost kakvu smo oduvijek željeli."
Douglas Rushkoff - Media theorist, author
Douglas Rushkoff promotes human autonomy in the digital age. Full bio
Douglas Rushkoff promotes human autonomy in the digital age. Full bio
Double-click the English transcript below to play the video.
00:13
I got invited to an exclusive resort
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Bio sam pozvan u jedno
ekskluzivno odmaralište
ekskluzivno odmaralište
00:17
to deliver a talk about the digital future
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da održim govor o digitalnoj budućnosti
00:19
to what I assumed would be
a couple of hundred tech executives.
a couple of hundred tech executives.
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za, kako sam ja pretpostavljao,
par stotina tech rukovoditelja.
par stotina tech rukovoditelja.
00:23
And I was there in the green room,
waiting to go on,
waiting to go on,
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Nalazio sam se tamo u 'zelenoj sobi'
čekajući da počnem,
čekajući da počnem,
00:26
and instead of bringing me to the stage,
they brought five men into the green room
they brought five men into the green room
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no umjesto da me odvedu na binu, doveli su
u 'zelenu sobu' petoricu muškaraca
u 'zelenu sobu' petoricu muškaraca
00:31
who sat around this little table with me.
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koji su sjeli sa mnom oko tog malog stola.
00:33
They were tech billionaires.
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Bili su to tech milijarderi.
00:35
And they started peppering me
with these really binary questions,
with these really binary questions,
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I počeli su me obasipati
tim zaista binarnim pitanjima,
tim zaista binarnim pitanjima,
00:40
like: Bitcoin or Etherium?
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kao: Bitcoin ili Etherium?
00:43
Virtual reality or augmented reality?
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Virtualna stvarnost
ili proširena stvarnost?
ili proširena stvarnost?
00:45
I don't know if they were
taking bets or what.
taking bets or what.
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Ne znam jesu li se kladili ili što?
00:48
And as they got more comfortable with me,
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I kako su se osjećali
sve slobodniji sa mnom,
sve slobodniji sa mnom,
00:51
they edged towards
their real question of concern.
their real question of concern.
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načeli su i pitanje
koje ih je zapravo brinulo.
koje ih je zapravo brinulo.
00:54
Alaska or New Zealand?
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Aljaska ili Novi Zeland?
00:57
That's right.
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Točno tako.
Ti tech milijarderi pitali su
medijskog teoretičara za savjet
medijskog teoretičara za savjet
00:59
These tech billionaires
were asking a media theorist for advice
were asking a media theorist for advice
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01:02
on where to put their doomsday bunkers.
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o tome gdje da sagrade
svoje bunkere za sudnji dan.
svoje bunkere za sudnji dan.
01:04
We spent the rest of the hour
on the single question:
on the single question:
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Ostatak tog sata proveli smo
baveći se samo jednim pitanjem:
baveći se samo jednim pitanjem:
01:07
"How do I maintain control
of my security staff
of my security staff
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"Kako ću održati kontrolu
nad mojim zaštitarima
nad mojim zaštitarima
01:11
after the event?"
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nakon tog događaja?"
01:13
By "the event" they mean
the thermonuclear war
the thermonuclear war
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Pod "događajem" mislili su
na termonuklearni rat,
na termonuklearni rat,
klimatsku katastrofu ili društvene nemire
koji će okončati svijet kakav poznajemo
koji će okončati svijet kakav poznajemo
01:16
or climate catastrophe or social unrest
that ends the world as we know it,
that ends the world as we know it,
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01:21
and more importantly,
makes their money obsolete.
makes their money obsolete.
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i, što je još važnije,
njihov novac učiniti neupotrebljivim.
njihov novac učiniti neupotrebljivim.
01:26
And I couldn't help but think:
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A ja nisam mogao da ne pomislim:
01:28
these are the wealthiest,
most powerful men in the world,
most powerful men in the world,
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ovo su najbogatiji,
najmoćniji ljudi na svijetu,
najmoćniji ljudi na svijetu,
01:33
yet they see themselves as utterly
powerless to influence the future.
powerless to influence the future.
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a ipak misle da su potpuno nemoćni
da utječu na budućnost.
da utječu na budućnost.
01:37
The best they can do is hang on
for the inevitable catastrophe
for the inevitable catastrophe
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Najbolje što mogu je čekati
tu neizbježnu katastrofu
tu neizbježnu katastrofu
01:42
and then use their technology and money
to get away from the rest of us.
to get away from the rest of us.
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i onda upotrijebiti svoju tehnologiju
i novac kako bi pobjegli od nas ostalih.
i novac kako bi pobjegli od nas ostalih.
01:47
And these are the winners
of the digital economy.
of the digital economy.
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A to su pobjednici digitalne ekonomije!
01:50
(Laughter)
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(Smijeh)
01:53
The digital renaissance
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Digitalna renesansa
01:56
was about the unbridled potential
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odnosila se na neobuzdani potencijal
02:00
of the collective human imagination.
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kolektivne ljudske imaginacije.
02:03
It spanned everything
from chaos math and quantum physics
from chaos math and quantum physics
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Ona je zahvaćala sve,
od matematike kaosa i kvantne fizike,
od matematike kaosa i kvantne fizike,
02:08
to fantasy role-playing
and the Gaia hypothesis, right?
and the Gaia hypothesis, right?
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do igranja izmišljenih uloga
i hipoteze o Geji, zar ne?
i hipoteze o Geji, zar ne?
02:12
We believed that human beings connected
could create any future we could imagine.
could create any future we could imagine.
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Vjerovali smo da bi
povezana ljudska bića mogla stvoriti
povezana ljudska bića mogla stvoriti
budućnost kakvu god možemo zamisliti.
02:20
And then came the dot com boom.
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A onda je došao procvat dot-coma.
02:24
And the digital future
became stock futures.
became stock futures.
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I digitalna budućnost
postala je dionička budućnosnica.
postala je dionička budućnosnica.
02:28
And we used all that energy
of the digital age
of the digital age
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I svu tu energiju digitalnog doba
iskoristili smo da bismo
iskoristili smo da bismo
02:31
to pump steroids into the already dying
NASDAQ stock exchange.
NASDAQ stock exchange.
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steroidima napumpali već umiruću
burzu dionica NASDAQ.
burzu dionica NASDAQ.
02:35
The tech magazines told us
a tsunami was coming.
a tsunami was coming.
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Tech časopisi rekli su nam
da dolazi tsunami.
da dolazi tsunami.
02:39
And only the investors who hired
the best scenario-planners and futurists
the best scenario-planners and futurists
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I samo će oni investitori koji zaposle
najbolje planere scenarija i futuriste
najbolje planere scenarija i futuriste
02:43
would be able to survive the wave.
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biti u stanju preživjeti taj val.
02:47
And so the future changed from this thing
we create together in the present
we create together in the present
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I tako se budućnost pretvorila,
iz nečega što stvaramo zajedno
u sadašnjem trenutku,
u sadašnjem trenutku,
02:53
to something we bet on
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u nešto na što se kladimo,
02:54
in some kind of a zero-sum
winner-takes-all competition.
winner-takes-all competition.
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neku vrsta natjecanja gdje
pobjednik nosi sve, a pobjednika nema.
pobjednik nosi sve, a pobjednika nema.
03:00
And when things get that competitive
about the future,
about the future,
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A kada stvari postanu tako kompetitivne
u vezi budućnosti,
u vezi budućnosti,
03:03
humans are no longer valued
for our creativity.
for our creativity.
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ljudi se više ne vrednuju
zbog svoje kreativnosti.
zbog svoje kreativnosti.
03:06
No, now we're just valued for our data.
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Ne, danas nas vrednuju
samo zbog naših podataka,
samo zbog naših podataka,
jer te podatke mogu koristiti
za izradu predviđanja.
za izradu predviđanja.
03:09
Because they can use the data
to make predictions.
to make predictions.
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03:12
Creativity, if anything,
that creates noise.
that creates noise.
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Kreativnost, ako išta, to stvara šum.
03:14
That makes it harder to predict.
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To otežava predviđanje.
03:17
So we ended up with a digital landscape
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Tako smo na koncu
dobili digitalni krajolik
dobili digitalni krajolik
03:19
that really repressed creativity,
repressed novelty,
repressed novelty,
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koji zaista guši kreativnost,
guši inovativnost,
guši inovativnost,
03:22
it repressed what makes us most human.
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guši ono što nas najviše čini ljudskima.
03:26
We ended up with social media.
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Dobili smo društvene medije.
03:28
Does social media really connect people
in new, interesting ways?
in new, interesting ways?
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Povezuju li zaista društveni mediji ljude
na nove, zanimljive načine?
na nove, zanimljive načine?
Ne. Društveni mediji koriste naše podatke
za predviđanje našeg budućeg ponašanja
za predviđanje našeg budućeg ponašanja
03:31
No, social media is about using our data
to predict our future behavior.
to predict our future behavior.
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ili da bi, po potrebi, utjecali
na naše buduće ponašanje,
na naše buduće ponašanje,
03:36
Or when necessary,
to influence our future behavior
to influence our future behavior
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03:39
so that we act more in accordance
with our statistical profiles.
with our statistical profiles.
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kako bismo se ponašali više u skladu
s našim statističkim profilima.
s našim statističkim profilima.
03:45
The digital economy --
does it like people?
does it like people?
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Digitalna ekonomija - voli li ona ljude?
03:47
No, if you have a business plan,
what are you supposed to do?
what are you supposed to do?
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Ne. Ako imate poslovni plan,
što se od vas očekuje?
što se od vas očekuje?
Da se riješite svih ljudi.
03:50
Get rid of all the people.
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Ljudska bića, ona žele zdravstvenu skrb,
žele novac, žele smisao.
žele novac, žele smisao.
03:51
Human beings, they want health care,
they want money, they want meaning.
they want money, they want meaning.
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03:56
You can't scale with people.
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S ljudima ne možete postići rast i profit.
03:59
(Laughter)
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(Smijeh)
Čak i digitalne aplikacije --
04:00
Even our digital apps --
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04:02
they don't help us
form any rapport or solidarity.
form any rapport or solidarity.
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one nam ne pomažu stvoriti
bilo kakav bliski odnos ili solidarnost.
bilo kakav bliski odnos ili solidarnost.
Mislim, gdje je tipka
u aplikaciji za poziv taksija
u aplikaciji za poziv taksija
04:05
I mean, where's the button
on the ride hailing app
on the ride hailing app
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za vozače, da mogu međusobno razgovarati
o svojim uvjetima rada
o svojim uvjetima rada
04:07
for the drivers to talk to one another
about their working conditions
about their working conditions
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04:11
or to unionize?
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ili se udruživati?
04:13
Even our videoconferencing tools,
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Čak i naši alati za video konferencije,
ne omogućuju nam da uspostavimo
stvarno bliski odnos.
stvarno bliski odnos.
04:15
they don't allow us
to establish real rapport.
to establish real rapport.
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04:18
However good the resolution of the video,
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Koliko god dobra bila rezolucija videa,
04:21
you still can't see if somebody's irises
are opening to really take you in.
are opening to really take you in.
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ipak ne vidite otvaraju li se nečije
zjenice u želji da vas se stvarno shvati.
zjenice u želji da vas se stvarno shvati.
04:25
All of the things that we've done
to establish rapport
to establish rapport
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Sve one stvari koje činimo
da uspostavimo bliski odnos,
da uspostavimo bliski odnos,
04:28
that we've developed over hundreds
of thousands of years of evolution,
of thousands of years of evolution,
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koje smo razvijali stotinama
tisuća godina evolucije, one ne rade.
tisuća godina evolucije, one ne rade.
04:31
they don't work,
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Ne možete vidjeti je li nečiji dah
usklađen s vašim.
usklađen s vašim.
04:32
you can't see if someone's breath
is syncing up with yours.
is syncing up with yours.
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Zato se zrcalni neuroni nikada ne pale,
oksitocin nikada ne kola vašim tijelom,
oksitocin nikada ne kola vašim tijelom,
04:35
So the mirror neurons never fire,
the oxytocin never goes through your body,
the oxytocin never goes through your body,
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04:39
you never have that experience
of bonding with the other human being.
of bonding with the other human being.
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nikada nemate iskustvo
povezivanja s drugim ljudskim bićem.
povezivanja s drugim ljudskim bićem.
04:43
And instead, you're left like,
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Umjesto toga, ostaje vam ono:
04:44
"Well, they agreed with me,
but did they really,
but did they really,
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"Pa, složili su se sa mnom.
A jesu li zaista,
A jesu li zaista,
jesu li me zaista shvatili?"
04:47
did they really get me?"
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04:48
And we don't blame the technology
for that lack of fidelity.
for that lack of fidelity.
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I mi ne krivimo tehnologiju
za taj nedostatak vjernosti.
za taj nedostatak vjernosti.
04:52
We blame the other person.
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Mi krivimo drugu osobu.
04:55
You know, even the technologies
and the digital initiatives that we have
and the digital initiatives that we have
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Znate, čak i tehnologije
i digitalne inicijative koje imamo
i digitalne inicijative koje imamo
04:59
to promote humans,
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za promoviranje ljudi,
05:01
are intensely anti-human at the core.
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snažno su anti-ljudske u srži.
05:05
Think about the blockchain.
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Razmislite o blockchainu.
Blokchain postoji da nam pomogne
imati sjajnu humaniziranu ekonomiju? Ne!
imati sjajnu humaniziranu ekonomiju? Ne!
05:08
The blockchain is here to help us
have a great humanized economy? No.
have a great humanized economy? No.
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05:12
The blockchain does not engender
trust between users,
trust between users,
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Blockchain ne stvara povjerenje
između korisnika.
između korisnika.
05:14
the blockchain simply
substitutes for trust in a new,
substitutes for trust in a new,
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Blockchain je jednostavno
zamjena za povjerenje na novi,
zamjena za povjerenje na novi,
05:18
even less transparent way.
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još manje transparentan način.
05:21
Or the code movement.
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Ili pokret za učenje programiranja.
05:23
I mean, education is great,
we love education,
we love education,
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Mislim, obrazovanje je sjajno,
mi volimo obrazovanje
mi volimo obrazovanje
05:25
and it's a wonderful idea
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i to je prekrasna ideja
05:27
that we want kids to be able
to get jobs in the digital future,
to get jobs in the digital future,
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da želimo da djeca budu u stanju
naći posao u digitalnoj budućnosti,
naći posao u digitalnoj budućnosti,
05:30
so we'll teach them code now.
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stoga ćemo ih sada naučiti programirati.
05:32
But since when is education
about getting jobs?
about getting jobs?
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Ali otkada je svrha obrazovanja
dobivanje posla?
dobivanje posla?
05:35
Education wasn't about getting jobs.
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To nije bila svrha obrazovanja.
05:37
Education was compensation
for a job well done.
for a job well done.
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Obrazovanje je bilo kompenzacija
za dobro odrađen posao.
za dobro odrađen posao.
05:41
The idea of public education
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Zamisao javnog obrazovanja
05:43
was for coal miners,
who would work in the coal mines all day,
who would work in the coal mines all day,
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bila je za rudare ugljena,
koji bi po cijeli dan radili u rudniku,
koji bi po cijeli dan radili u rudniku,
05:46
then they'd come home
and they should have the dignity
and they should have the dignity
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a kada bi došli kući
trebali bi imati dostojanstvo
trebali bi imati dostojanstvo
05:49
to be able to read a novel
and understand it.
and understand it.
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da mogu čitati roman i razumjeti ga.
05:51
Or the intelligence to be able
to participate in democracy.
to participate in democracy.
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Ili biti toliko inteligentni
da su sposobni sudjelovati u demokraciji.
da su sposobni sudjelovati u demokraciji.
05:55
When we make it an extension of the job,
what are we really doing?
what are we really doing?
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Kada od toga radimo produžetak posla,
što mi ustvari radimo?
što mi ustvari radimo?
05:58
We're just letting corporations really
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Mi zapravo samo puštamo korporacije
06:01
externalize the cost
of training their workers.
of training their workers.
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da na druge prebace
troškove obučavanja svojih radnika.
troškove obučavanja svojih radnika.
06:05
And the worst of all really
is the humane technology movement.
is the humane technology movement.
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A zaista najgori od svih je
pokret za humanu tehnologiju.
pokret za humanu tehnologiju.
06:09
I mean, I love these guys,
the former guys who used to take
the former guys who used to take
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Hoću reći, meni se sviđaju ti momci,
bivši momci koji su znali uzeti
bivši momci koji su znali uzeti
06:12
the algorithms from
Las Vegas slot machines
Las Vegas slot machines
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algoritme iz automata u Las Vegasu
i ugrađivati ih u društvene medije
i ugrađivati ih u društvene medije
06:15
and put them in our social media feed
so that we get addicted.
so that we get addicted.
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kako bismo postali ovisni o njima.
06:18
Now they've seen the error of their ways
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Sada uviđaju da su pogriješili
i žele tehnologiju učiniti humanijom.
i žele tehnologiju učiniti humanijom.
06:20
and they want to make
technology more humane.
technology more humane.
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06:22
But when I hear the expression
"humane technology,"
"humane technology,"
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No, kad čujem izraz "humana tehnologija",
06:25
I think about cage-free
chickens or something.
chickens or something.
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pomislim na nekavezne piliće
ili tako nešto.
ili tako nešto.
Bit ćemo prema njima humani
koliko je god to moguće,
koliko je god to moguće,
06:28
We're going to be as humane
as possible to them,
as possible to them,
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06:30
until we take them to the slaughter.
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sve dok ih ne odvedemo na klanje.
06:33
So now they're going to let these
technologies be as humane as possible,
technologies be as humane as possible,
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Tako će oni pustiti da te tehnologije
budu što je moguće humanije,
budu što je moguće humanije,
06:36
as long as they extract enough data
and extract enough money from us
and extract enough money from us
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sve dok od nas izvlače
dovoljno podataka i dovoljno novca
dovoljno podataka i dovoljno novca
kako bi usrećili svoje dioničare.
06:39
to please their shareholders.
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06:42
Meanwhile, the shareholders,
for their part, they're just thinking,
for their part, they're just thinking,
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Dotle dioničari, sa svoje strane,
samo razmišljaju:
samo razmišljaju:
"Moram zaraditi dovoljno novca sada
kako bih se izolirao
kako bih se izolirao
06:45
"I need to earn enough money now,
so I can insulate myself
so I can insulate myself
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06:48
from the world I'm creating
by earning money in this way."
by earning money in this way."
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od svijeta koji stvaram
zarađujući novac na ovaj način."
zarađujući novac na ovaj način."
06:51
(Laughter)
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(Smijeh)
06:54
No matter how many VR goggles
they slap on their faces
they slap on their faces
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Bez obzira koliko VR naočala
nataknu na lice
nataknu na lice
06:58
and whatever fantasy world they go into,
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i u koji god fantastični svijet da ulaze,
07:00
they can't externalize the slavery
and pollution that was caused
and pollution that was caused
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oni ne mogu na druge prebaciti
ropstvo i zagađenje uzrokovano
ropstvo i zagađenje uzrokovano
07:04
through the manufacture
of the very device.
of the very device.
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proizvodnjom samih tih uređaja.
07:07
It reminds me of
Thomas Jefferson's dumbwaiter.
Thomas Jefferson's dumbwaiter.
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To me podsjeća na kuhinjsko dizalo
Thomasa Jeffersona.
Thomasa Jeffersona.
Mi volimo zamišljati
da je on napravio kuhinjsko dizalo
da je on napravio kuhinjsko dizalo
07:10
Now, we like to think
that he made the dumbwaiter
that he made the dumbwaiter
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07:12
in order to spare his slaves
all that labor of carrying the food
all that labor of carrying the food
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kako bi poštedio svoje robove
svog tog truda oko donošenja hrane
svog tog truda oko donošenja hrane
07:16
up to the dining room
for the people to eat.
for the people to eat.
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gore u blagovaonicu gdje ljudi jedu.
07:19
That's not what it was for,
it wasn't for the slaves,
it wasn't for the slaves,
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Nije to bilo zato, nije bilo za robove,
bilo je za Thomasa Jeffersona
i njegove goste,
i njegove goste,
07:21
it was for Thomas Jefferson
and his dinner guests,
and his dinner guests,
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07:24
so they didn't have to see the slave
bringing the food up.
bringing the food up.
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kako ne bi morali gledati robove
koji donose hranu.
koji donose hranu.
07:27
The food just arrived magically,
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Hrana je dolazila magijom,
07:28
like it was coming out
of a "Start Trek" replicator.
of a "Start Trek" replicator.
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kao da izlazi iz replikatora
"Zvjezdanih staza".
"Zvjezdanih staza".
07:32
It's part of an ethos that says,
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To je dio etosa koji kaže,
07:34
human beings are the problem
and technology is the solution.
and technology is the solution.
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ljudska bića su problem,
a tehnologija je rješenje.
a tehnologija je rješenje.
07:40
We can't think that way anymore.
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Ne možemo više razmišljati na taj način.
07:42
We have to stop using technology
to optimize human beings for the market
to optimize human beings for the market
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Moramo prestati koristiti tehnologiju
za optimiziranje ljudskih bića za tržište
za optimiziranje ljudskih bića za tržište
07:48
and start optimizing technology
for the human future.
for the human future.
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i početi optimizirati tehnologiju
za budućnost ljudi.
za budućnost ljudi.
07:55
But that's a really hard argument
to make these days,
to make these days,
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Ali to je zaista težak argument
u današnje vrijeme,
u današnje vrijeme,
07:57
because humans are not popular beings.
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zato jer ljudi više nisu popularna bića.
08:01
I talked about this in front
of an environmentalist just the other day,
of an environmentalist just the other day,
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Neki dan sam o tome govorio
pred jednom aktivisticom za okoliš,
pred jednom aktivisticom za okoliš,
a ona je rekla, "Zašto branite ljude?
Ljudi su uništili planet.
Ljudi su uništili planet.
08:05
and she said, "Why are you
defending humans?
defending humans?
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08:07
Humans destroyed the planet.
They deserve to go extinct."
They deserve to go extinct."
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Zaslužuju da izumru."
08:10
(Laughter)
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(Smijeh)
08:13
Even our popular media hates humans.
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Čak i naši popularni mediji mrze ljude.
Gledajte televiziju,
08:16
Watch television,
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svi SF filmovi su o tome kako su roboti
bolji i ljubazniji od ljudi.
bolji i ljubazniji od ljudi.
08:17
all the sci-fi shows are about how robots
are better and nicer than people.
are better and nicer than people.
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08:21
Even zombie shows --
what is every zombie show about?
what is every zombie show about?
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Čak i filmovi o zombijima --
o čemu je svaki film o zombijima?
o čemu je svaki film o zombijima?
08:24
Some person, looking at the horizon
at some zombie going by,
at some zombie going by,
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Netko promatra nekog zombija
koji se pojavljuje na horizontu
koji se pojavljuje na horizontu
08:27
and they zoom in on the person
and you see the person's face,
and you see the person's face,
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i onda zumiraju na osobu,
vi vidite lice te osobe
vi vidite lice te osobe
08:30
and you know what they're thinking:
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i znate o čemu razmišlja:
"U čemu je zapravo razlika
između tog zombija i mene?
između tog zombija i mene?
08:32
"What's really the difference
between that zombie and me?
between that zombie and me?
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On hoda, ja hodam.
08:34
He walks, I walk.
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08:36
He eats, I eat.
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On jede, ja jedem.
08:38
He kills, I kill."
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On ubija, ja ubijam."
08:42
But he's a zombie.
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Ali on je zombi.
08:43
At least you're aware of it.
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Bar ste toga svjesni.
08:45
If we are actually having trouble
distinguishing ourselves from zombies,
distinguishing ourselves from zombies,
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Ako nam je zaista teško
razlikovati sebe od zombija,
razlikovati sebe od zombija,
08:49
we have a pretty big problem going on.
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onda je to prilično veliki problem.
08:51
(Laughter)
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(Smijeh)
08:52
And don't even get me started
on the transhumanists.
on the transhumanists.
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I samo nemojte da počnem
o transhumanistima.
o transhumanistima.
Bio sam na panel diskusiji s jednim
od njih koji je pričao o singularitetu.
od njih koji je pričao o singularitetu.
08:55
I was on a panel with a transhumanist,
and he's going on about the singularity.
and he's going on about the singularity.
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08:59
"Oh, the day is going to come really soon
when computers are smarter than people.
when computers are smarter than people.
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"Oh, vrlo skoro doći će dan
kad će računala biti pametnija od ljudi.
kad će računala biti pametnija od ljudi.
I jedina opcija za ljude u tom času
09:03
And the only option
for people at that point
for people at that point
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09:05
is to pass the evolutionary torch
to our successor
to our successor
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je da evolucijsku baklju predaju
našem nasljedniku
našem nasljedniku
09:08
and fade into the background.
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i izgube se u pozadini.
09:10
Maybe at best, upload
your consciousness to a silicon chip.
your consciousness to a silicon chip.
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U najboljem slučaju, da svoju svijest
prenesu na silikonski čip.
prenesu na silikonski čip.
09:13
And accept your extinction."
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I prihvate svoje izumiranje."
09:16
(Laughter)
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(Smijeh)
09:18
And I said, "No, human beings are special.
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A ja sam rekao,
"Ne, ljudska bića su posebna.
"Ne, ljudska bića su posebna.
09:21
We can embrace ambiguity,
we understand paradox,
we understand paradox,
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Mi možemo prihvatiti višeznačnost,
mi razumijemo proturječje,
mi razumijemo proturječje,
09:25
we're conscious,
we're weird, we're quirky.
we're weird, we're quirky.
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mi smo svjesni, mi smo čudni,
mi smo osebujni.
mi smo osebujni.
09:27
There should be a place for humans
in the digital future."
in the digital future."
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Moralo bi postajati mjesto za ljude
u digitalnoj budućnosti."
u digitalnoj budućnosti."
09:31
And he said, "Oh, Rushkoff,
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A on je rekao, "Oh, Rushkoff,
09:32
you're just saying that
because you're a human."
because you're a human."
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ti to govoriš samo zato
jer si ljudsko biće."
jer si ljudsko biće."
09:34
(Laughter)
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(Smijeh)
09:36
As if it's hubris.
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Kao da je to oholost.
09:39
OK, I'm on "Team Human."
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U redu, ja sam u "Team Human".
09:43
That was the original insight
of the digital age.
of the digital age.
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To je bio originalni uvid
u digitalno doba,
u digitalno doba,
09:47
That being human is a team sport,
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da je biti čovjek timski sport,
09:49
evolution's a collaborative act.
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kolaborativno djelo evolucije.
Čak i stabla u šumi,
09:52
Even the trees in the forest,
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ona se ne natječu jedno s drugim,
09:53
they're not all in competition
with each other,
with each other,
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ona su povezana golemom mrežom
korijenja i gljiva koja im omogućava
korijenja i gljiva koja im omogućava
09:55
they're connected with the vast
network of roots and mushrooms
network of roots and mushrooms
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09:59
that let them communicate with one another
and pass nutrients back and forth.
and pass nutrients back and forth.
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međusobnu komunikaciju i prijenos
hranjivih tvari od jednog do drugog.
hranjivih tvari od jednog do drugog.
Ako su ljudska bića najrazvijenija vrsta,
10:03
If human beings
are the most evolved species,
are the most evolved species,
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to je zato jer mi imamo najrazvijenije
načine suradnje i komuniciranja.
načine suradnje i komuniciranja.
10:05
it's because we have the most evolved
ways of collaborating and communicating.
ways of collaborating and communicating.
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Mi imamo jezik.
10:09
We have language.
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10:11
We have technology.
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Mi imamo tehnologiju.
10:14
It's funny, I used to be the guy
who talked about the digital future
who talked about the digital future
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To je čudno, ja sam nekad bio taj
koji je govorio o digitalnoj budućnosti
koji je govorio o digitalnoj budućnosti
10:18
for people who hadn't yet
experienced anything digital.
experienced anything digital.
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ljudima koji još nisu imali
nikakvog iskustva s digitalnim.
nikakvog iskustva s digitalnim.
A sada se osjećam kao da sam ja posljednji
10:22
And now I feel like I'm the last guy
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10:24
who remembers what life was like
before digital technology.
before digital technology.
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koji se sjeća kako je izgledao život
prije digitalne tehnologije.
prije digitalne tehnologije.
10:28
It's not a matter of rejecting the digital
or rejecting the technological.
or rejecting the technological.
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Nije stvar u odbacivanju digitalnog
ili odbacivanju tehnologije.
ili odbacivanju tehnologije.
10:32
It's a matter of retrieving the values
that we're in danger of leaving behind
that we're in danger of leaving behind
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Stvar je u obnavljanju vrijednosti
koje su u opasnosti da ih napustimo
koje su u opasnosti da ih napustimo
10:37
and then embedding them in the digital
infrastructure for the future.
infrastructure for the future.
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i da ih uklopimo u digitalnu
infrastrukturu budućnosti.
infrastrukturu budućnosti.
A to nije neka velika mudrost.
10:41
And that's not rocket science.
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To je jednostavno kao
stvaranje društvene mreže
stvaranje društvene mreže
10:44
It's as simple as making a social network
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10:46
that instead of teaching us
to see people as adversaries,
to see people as adversaries,
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koja umjesto da nas uči
gledati na ljude kao na suparnike,
gledati na ljude kao na suparnike,
10:49
it teaches us to see
our adversaries as people.
our adversaries as people.
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uči nas da na suparnike
gledamo kao na ljude.
gledamo kao na ljude.
10:54
It means creating an economy
that doesn't favor a platform monopoly
that doesn't favor a platform monopoly
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To znači stvaranje ekonomije
koja ne pogoduje platformi monopola
koja ne pogoduje platformi monopola
10:58
that wants to extract all the value
out of people and places,
out of people and places,
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koja želi izvući svu vrijednost
iz ljudi i mjesta,
iz ljudi i mjesta,
11:01
but one that promotes the circulation
of value through a community
of value through a community
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nego koja promovira
optjecaj vrijednosti unutar zajednice
optjecaj vrijednosti unutar zajednice
11:05
and allows us to establish
platform cooperatives
platform cooperatives
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i omogućava stvaranje
kooperativnih platformi
kooperativnih platformi
11:08
that distribute ownership
as wide as possible.
as wide as possible.
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koje distribuiraju vlasništvo
što je moguće šire.
što je moguće šire.
11:12
It means building platforms
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To znači stvaranje platformi
11:13
that don't repress our creativity
and novelty in the name of prediction
and novelty in the name of prediction
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koje ne potiskuju našu kreativnost
i inovativnost u ime predviđanja,
i inovativnost u ime predviđanja,
11:18
but actually promote
creativity and novelty,
creativity and novelty,
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nego zapravo promoviraju
kreativnost i inovativnost
kreativnost i inovativnost
11:21
so that we can come up
with some of the solutions
with some of the solutions
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kako bismo mogli osmisliti neka rješenja
11:23
to actually get ourselves
out of the mess that we're in.
out of the mess that we're in.
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da se izvučemo iz zbrke
u kojoj se nalazimo.
u kojoj se nalazimo.
11:27
No, instead of trying to earn
enough money to insulate ourselves
enough money to insulate ourselves
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Ne, umjesto pokušavanja da
zaradimo dovoljno novca
zaradimo dovoljno novca
kako bismo se izolirali
od svijeta koji stvaramo,
od svijeta koji stvaramo,
11:30
from the world we're creating,
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11:32
why don't we spend that time and energy
making the world a place
making the world a place
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zašto ne utrošiti to vrijeme i energiju
da svijet učinimo mjestom
da svijet učinimo mjestom
11:35
that we don't feel
the need to escape from.
the need to escape from.
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iz kojeg ne bismo imali potrebu bježati?
11:38
There is no escape,
there is only one thing going on here.
there is only one thing going on here.
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Ne može se pobjeći,
ovdje se događa samo jedna stvar.
ovdje se događa samo jedna stvar.
11:42
Please, don't leave.
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Molim vas, ne odlazite.
11:45
Join us.
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Pridružite nam se.
11:47
We may not be perfect,
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Mi možda nismo savršeni,
11:49
but whatever happens,
at least you won't be alone.
at least you won't be alone.
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no štogod da se dogodi,
bar nećete biti sami.
bar nećete biti sami.
11:52
Join "Team Human."
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Pridružite se "Timu ljudi".
11:55
Find the others.
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Pronađite druge.
11:57
Together, let's make the future
that we always wanted.
that we always wanted.
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Hajde da zajedno stvorimo budućnost
kakvu smo oduvijek željeli.
kakvu smo oduvijek željeli.
12:01
Oh, and those tech billionaires
who wanted to know
who wanted to know
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A ti tech milijarderi
koji su željeli saznati
koji su željeli saznati
12:04
how to maintain control of their
security force after the apocalypse,
security force after the apocalypse,
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kako održati kontrolu nad svojim
zaštitarima nakon apokalipse,
zaštitarima nakon apokalipse,
12:07
you know what I told them?
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znate li što sam im rekao?
12:09
"Start treating those people
with love and respect right now.
with love and respect right now.
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"Počnite odmah sada tretirati te ljude
s ljubavlju i poštovanjem.
s ljubavlju i poštovanjem.
12:13
Maybe you won't have
an apocalypse to worry about."
an apocalypse to worry about."
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Možda tada nećete
morati brinuti o apokalipsi."
morati brinuti o apokalipsi."
12:16
Thank you.
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Hvala.
12:18
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Douglas Rushkoff - Media theorist, authorDouglas Rushkoff promotes human autonomy in the digital age.
Why you should listen
Douglas Rushkoff coined such expressions as "viral media," "digital natives" and "social currency," and advises governments, communities and businesses on the impact of technology on society's future. Named one of "the world’s ten most influential thinkers" by MIT, Rushkoff won the Marshal McLuhan Award for media writing and the Neil Postman award for Public Intellectual Activity.
Rushkoff hosts the Team Human podcast, made four PBS Frontline documentaries including Generation Like and The Merchants of Cool, and wrote many bestselling books including Team Human, Present Shock, Program or Be Programmed and Throwing Rocks at the Google Bus. He founded the Laboratory for Digital Humanism at CUNY/Queens College, where he is professor of media theory and digital economics.
Douglas Rushkoff | Speaker | TED.com