TEDGlobal 2009
Cynthia Schneider: The surprising spread of Idol TV
Cynthia Schneider: Iznenađujuće širenje "Idol" televizije
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Cynthia Schneider razmatra dvije međunarodne emisije u stilu "Američkog idola" -- jednu u Afganistanu, a drugu u Ujedinjenim Arapskim Emiratima -- i pokazuje iznenađujuće učinke koje ova televizijska reality natjecanja proizvode u svojim društvima.
Cynthia Schneider - Cultural diplomacy expert
Cynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001. Full bio
Cynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001. Full bio
Double-click the English transcript below to play the video.
00:15
I'd like to ask you,
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Htjela bih vas upitati,
00:17
what do these three people have in common?
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što ovo troje ljudi ima zajedničko?
00:22
Well, you probably recognize the first person.
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Vjerojatno prepoznajete prvu osobu.
00:24
I'm sure you're all avid "American Idol" watchers.
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Sigurna sam da ste svi strastveni gledatelji "Američkog idola".
00:27
But you might not recognize Aydah Al Jahani,
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Možda nećete prepoznati Aydahu Al Jahani,
00:30
who is a contestant, indeed a finalist,
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koja je natjecateljica, zapravo finalistica
00:33
in the Poet of the Millions competition,
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u natjecanju Pjesnik milijuna,
00:36
which is broadcast out of Abu Dhabi,
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koje se emitira iz Abu Dahbija,
00:38
and seen throughout the Arab world.
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i gleda se širom arapskog svijeta.
00:40
In this contest
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U ovom natjecanju
00:42
people have to write and recite
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ljudi moraju pisati i recitirati
00:45
original poetry, in the Nabati form of poetry,
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originalnu poeziju, Nabati vrstu poezije,
00:48
which is the traditional Bedouin form.
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koja je tradicionalna beduinska forma.
00:51
And Lima Sahar was a finalist
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A Lima Sahar je finalistica
00:54
in the Afghan Star singing competition.
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u pjevačkom natjecanju Afghan Star.
00:58
Now, before I go any further,
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Sad, prije nego što nastavim,
01:00
yes, I know it all began with "Britain's Got Talent."
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da, znam da je sve počelo s "Britain's Got Talent".
01:04
But my point in discussing this
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Ali cilj moje diskusije o ovome je
01:07
is to show you -- I hope I'll be able to show you
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pokazati vam – nadam se da ću vam moći pokazati
01:10
how these merit-based competitions,
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kako ovakva natjecanja na temelju sposobnosti,
01:14
with equal access to everyone,
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s jednakim pristupom svima,
01:17
with the winner selected via voting by SMS,
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s pobjednikom kojega se bira glasanjem putem SMS-a,
01:20
are changing tribal societies.
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mijenjaju plemenska društva.
01:23
And I'm going to focus on Afghanistan
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I usredotočit ću se na Afghanistan
01:25
and the Arab world with the UAE,
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i arapski svijet s Ujedinjenim Arapskim Emiratima,
01:28
how they're changing tribal societies,
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kako mijenjaju plemenska društva,
01:31
not by introducing Western ideas,
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ne uvodeći zapadne ideje,
01:33
but by being integrated into the language in those places.
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već integracijom u jezik tih mjesta.
01:37
It all begins with enjoyment.
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Sve počinje s uživanjem.
01:42
Video: We are late to watch "Afghan Star."
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(Video): Kasnimo na Afghan Star.
01:45
We are going to watch "Afghan Star." We are late.
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Gledat ćemo Afghan Star. Kasnimo.
01:48
We are running late.
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Već kasnimo.
01:51
We must go to watch "Afghan Star."
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Moramo ići gledati Afghan Star.
01:56
Cynthia Schneider: These programs are reaching incredibly deeply into society.
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CS: Ovi programi prodiru nevjerojatno duboko u društvo.
02:01
In Afghanistan, people go to extraordinary lengths
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U Afganistanu, ljudi su spremni na puno toga
02:04
to be able to watch this program.
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da bi mogli gledati ovaj program.
02:06
And you don't necessarily have to have your own TV set.
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I ne morate nužno imati vlastiti televizor.
02:09
People watch it all over the country
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Ljudi emisiju gledaju širom zemlje
02:11
also in public places.
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i na javnim mjestima.
02:14
But it goes beyond watching,
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Ali idu i dalje od gledanja,
02:17
because also, part of this
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jer je dio ovoga, također,
02:20
is campaigning.
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i vođenje kampanja za kandidate.
02:22
People become so engaged
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Ljudi su toliko angažirani
02:24
that they have volunteers, just like political volunteers anyway,
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da imaju volontere, kao i volonteri u politici,
02:28
who fan out over the countryside,
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koji se rašire po provinciji,
02:31
campaigning for their candidate.
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i vode kampanju za svojeg kandidata.
02:34
Contestants also put themselves forward.
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I natjecatelji se također ističu.
02:37
Now, of course there is a certain degree of ethnic allegiance, but not entirely.
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Naravno, postoji određeni stupanj etničke pripadnosti, ali ne sasvim.
02:41
Because each year the winner has come from a different tribal group.
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Jer svake godine pobjednik dolazi iz druge plemenske skupine.
02:46
This has opened up the door,
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Ovo je odškrinulo vrata,
02:48
particularly for women.
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naročito za žene.
02:50
And in the last season there were two women in the finalists.
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A u zadnjoj sezoni, dvije su žene bile među finalistima.
02:53
One of them, Lima Sahar, is a Pashtun from Kandahar,
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Jedna od njih, Lima Sahar, je Paštunka iz Kandahara,
02:56
a very conservative part of the country.
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vrlo konzervativnog dijela zemlje.
02:59
And here she relates, in the documentary film "Afghan Star,"
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Ovdje ona priča, u dokumentarcu o emisiji Afghan Star,
03:03
how her friends urged her not to do this
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kako su je prijateljice nagovarale da to ne čini
03:06
and told her that she was leaving them for democracy.
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i rekle joj da ih napušta zbog demokracije.
03:09
But she also confides that
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Ali ona se i povjerava
03:12
she knows that members of the Taliban
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da zna da čak i pripadnici Talibana
03:14
are actually SMS-ing votes in for her.
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šalju SMS-om glasove za nju.
03:19
Aydah Al Jahnani also took risks
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Aydah Al Jahnani također je riskirala,
03:22
and put herself out, to compete
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i izložila se, natječući se
03:24
in the Poet of the Millions competition.
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u natjecanju Pjesnik milijuna.
03:27
I have to say, her husband backed her from the start.
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Moram reći, njezin suprug ju je podržao od početka.
03:31
But her tribe and family urged her not to compete
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Ali njezino pleme i obitelj je tražilo od nje da se ne natječe
03:34
and were very much against it.
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i bili su snažno protiv.
03:36
But, once she started to win,
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Ali, jednom kad je počela pobjeđivati,
03:39
then they got behind her again.
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tada su je podržali.
03:41
It turns out that competition and winning is a universal human value.
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Ispada da su natjecanje i pobjeđivanje univerzalne ljudske vrijednosti.
03:47
And she's out there.
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A ona je tu.
03:49
Her poetry is about women,
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Njezina poezija je o ženama,
03:52
and the life of women in society.
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i o životu žena u društvu.
03:55
So just by presenting herself
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Samo se predstavljajući,
03:57
and being in competition with men --
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i natječući se s muškarcima --
03:59
this shows the voting on the program --
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ovo pokazuje glasanje u emisiji --
04:01
it sets a very important example for young women --
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ona pokazuje važan primjer mladim ženama --
04:04
these are young women in the audience of the program --
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to su mlade žene u publici ove emisije --
04:07
in Abu Dhabi, but also people in the viewing audience.
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u Abu Dahbiju, ali i ljudima koji gledaju emisiju.
04:11
Now you'd think that "American Idol"
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Pomislili biste da će "Američki idol"
04:13
would introduce a measure of Americanization.
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uvesti oblik amerikanizacije.
04:16
But actually, just the opposite is happening.
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No, zapravo, događa se baš obrnuto.
04:19
By using this engaging popular format
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Koristeći ovaj zabavni popularni format
04:22
for traditional, local culture,
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u tradicionalnoj, lokalnoj kulturi,
04:25
it actually, in the Gulf, is precipitating a revival
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on, u stvari, u Zaljevu, pokreće oživljavanje
04:28
of interest in Nabati poetry,
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zanimanja za Nabati poeziju,
04:30
also in traditional dress and dance and music.
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kao i za tradicionalne nošnje, plesove i glazbu.
04:34
And for Afghanistan,
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A za Afganistan
04:36
where the Taliban banned music for many years,
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gdje su Talibani zabranjivali glazbu godinama,
04:40
it is reintroducing their traditional music.
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posljedica je ponovno uvođenje njihove tradicionalne glazbe.
04:42
They don't sing pop songs,
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Oni ne pjevaju pop glazbu,
04:44
they sing Afghan music.
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oni pjevaju afganistansku glazbu.
04:47
And they also have learned how to lose gracefully,
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Također su naučili i graciozno gubiti,
04:50
without avenging the winner.
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bez da se osvećuju pobjedniku.
04:52
(Laughter)
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(Smijeh)
04:54
No small thing.
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Nije to mala stvar.
04:56
And the final, sort of, formulation
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A posljednja, na neki način, formulacija
05:02
of this "American Idol" format,
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ovog formata „Američkog idola“,
05:05
which has just appeared in Afghanistan,
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koja se pojavila u Afganistanu,
05:07
is a new program called "The Candidate."
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je nova emisija po nazivu "Kandidat".
05:10
And in this program, people present
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U ovom programu ljudi predlažu
05:12
policy platforms that are then voted on.
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političke platforme o kojima se onda glasuje.
05:15
Many of them are too young to run for president,
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Mnogi od njih su premladi da bi se kandidirali za predsjednika.
05:18
but by putting the issues out there,
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Ali isticanjem problema u javnosti,
05:20
they are influencing the presidential race.
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oni utječu na utrku za predsjednika.
05:22
So for me, the substance of things unseen
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Za mene, suština u onome što ne možemo vidjeti,
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is how reality TV is driving reality.
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je kako reality televizija pokreće stvarnost.
05:29
Thank you.
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Hvala vam.
05:31
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Cynthia Schneider - Cultural diplomacy expertCynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001.
Why you should listen
Cynthia P. Schneider is a Fellow at the Brookings Institution, where she leads the Arts and Culture Initiative within the Saban Center for Middle East Policy. In her work, she looks at the Muslim world through its cultural products (movies, films, books and shows), and searches for clues to deeper social change.
Cynthia Schneider | Speaker | TED.com