TED@State
Clay Shirky: How social media can make history
Clay Shirky: Vpliv družabnih medijev na spremembe medijskega prostora
Filmed:
Readability: 4.4
1,908,390 views
Medtem ko prihaja v svetovno javnost vse več novic iz Irana, nam Clay Shirky prikazuje, kako si lahko državljani v represivnih režimih pomagajo z dužabnimni mediji kot so Facebook, Twitter in SMS-i pri poročanju o realnem stanju v njihovi državi in se tako začasno izognejo cenzuri. Konec nadzorovanja novic "od zgoraj" spreminja naravo politike.
Clay Shirky - Social Media Theorist
Clay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications. Full bio
Clay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications. Full bio
Double-click the English transcript below to play the video.
00:16
I want to talk about the transformed media landscape,
0
0
4000
Želel bi spregovoriti o spremenjenem medijskem prostoru
00:20
and what it means for anybody who has a message that they want to get out
1
4000
4000
in kakšen pomen imajo te spremembe za tiste, ki bi želeli kaj sporočiti
00:24
to anywhere in the world.
2
8000
2000
ostalemu svetu.
00:26
And I want to illustrate that by telling a couple of stories
3
10000
2000
Te spremembe v medijskem prostoru bi rad ponazoril
00:28
about that transformation.
4
12000
2000
preko pripovedi nekaj različnih zgodb.
00:30
I'll start here. Last November there was a presidential election.
5
14000
3000
Lansko leto v novembru so bile predsedniške volitve.
00:33
You probably read something about it in the papers.
6
17000
3000
Verjetno ste o tem brali v časopisju.
00:36
And there was some concern that in some parts of the country
7
20000
3000
V tem času se je pojavila skrb, da je v nekaterih predelih države
00:39
there might be voter suppression.
8
23000
2000
prišlo do načrtnega oviranja glasovanja.
00:41
And so a plan came up to video the vote.
9
25000
2000
To je privedlo do pobude za snemanje glasovanja.
00:43
And the idea was that individual citizens
10
27000
3000
Tako naj bi posamezni državljani
00:46
with phones capable of taking photos or making video
11
30000
3000
fotografirali ali posneli svoja volilna mesta
00:49
would document their polling places,
12
33000
2000
s pomočjo mobilnikov, ki to omogočajo,
00:51
on the lookout for any kind of voter suppression techniques,
13
35000
3000
oprezajoč za kakršnokoli tehniko oviranja glasovanja.
00:54
and would upload this to a central place.
14
38000
2000
Posnetke bi naložili na centralno zbirno mesto,
00:56
And that this would operate as a kind of citizen observation --
15
40000
4000
kar bi delovalo kot oblika civilnega nadzora.
01:00
that citizens would not be there just to cast individual votes,
16
44000
4000
Ti državljani na volišča ne bi prišli le oddati svoj glas,
01:04
but also to help ensure the sanctity of the vote overall.
17
48000
4000
ampak bi prispevali tudi k zagotavljanju vsesplošne legitimnosti glasovanja.
01:08
So this is a pattern that assumes we're all in this together.
18
52000
4000
Ta primer nakazuje, da to zadeva vse nas.
01:12
What matters here
19
56000
2000
V tej zgodbi
01:14
isn't technical capital,
20
58000
2000
ni najbolj pomemben tehnični kapital,
01:16
it's social capital.
21
60000
2000
ampak socialni kapital.
01:18
These tools don't get socially interesting
22
62000
3000
Ti pripomočki niso družbeno zanimivi,
01:21
until they get technologically boring.
23
65000
3000
dokler ne postanejo tehnološko dolgočasni.
01:24
It isn't when the shiny new tools show up
24
68000
4000
Komunikacijske tehnologije, ki prežemajo družbo,
01:28
that their uses start permeating society.
25
72000
2000
so tiste, ki jih vsi posamezniki jemljejo za samoumevne
01:30
It's when everybody is able to take them for granted.
26
74000
4000
in ne tiste, ki so se ravnokar pojavile na tržišču.
01:34
Because now that media is increasingly social,
27
78000
3000
V času, ko so ti mediji vse bolj družabni,
01:37
innovation can happen anywhere
28
81000
3000
se novosti lahko pojavijo kjerkoli,
01:40
that people can take for granted the idea that we're all in this together.
29
84000
4000
zato je samoumevno, da te spremembe zadevajo vse nas.
01:44
And so we're starting to see a media landscape
30
88000
3000
Tako lahko začnemo dojemati medijski prostor
01:47
in which innovation is happening everywhere,
31
91000
3000
kot nekaj, kjer stalno prihaja do novosti.
01:50
and moving from one spot to another.
32
94000
2000
Stalne spremembe
01:52
That is a huge transformation.
33
96000
4000
povzročajo vidno preoblikovanje medijskega prostora.
01:56
Not to put too fine a point on it, the moment we're living through --
34
100000
3000
Obdobje, v katerem sedaj živimo,
01:59
the moment our historical generation is living through --
35
103000
3000
obdobje, v katerem živi naša generacija,
02:02
is the largest increase in expressive capability
36
106000
4000
omogoča najvišjo raven izražanja javnih mnenj
02:06
in human history.
37
110000
2000
v človeški zgodovini.
02:08
Now that's a big claim. I'm going to try to back it up.
38
112000
2000
To je zelo močna trditev, ki pa jo bom sedaj poskušal utemeljiti.
02:10
There are only four periods in the last 500 years
39
114000
4000
V zadnjih 500 letih obstajajo samo štiri obdobja,
02:14
where media has changed enough to qualify for the label "revolution."
40
118000
3000
v katerih je prišlo do revolucionarnih sprememb na področju medijev.
02:17
The first one is the famous one, the printing press:
41
121000
3000
Prvo obdobje zaznamuje iznajdba tiska.
02:20
movable type, oil-based inks, that whole complex of innovations
42
124000
3000
Tiskovna forma, tiskarske barve, cela paleta novosti,
02:23
that made printing possible
43
127000
2000
ki so omogočile tisk
02:25
and turned Europe upside-down, starting in the middle of the 1400s.
44
129000
3000
in v drugi polovici 15. stoletja temeljito pretresle Evropo.
02:28
Then, a couple of hundred years ago,
45
132000
2000
Pred nekaj stoletji
02:30
there was innovation in two-way communication,
46
134000
2000
pa so se pojavile novosti v dvosmerni komunikaciji.
02:32
conversational media: first the telegraph, then the telephone.
47
136000
3000
Mediji pogovora, najprej telegraf in potem še telefon.
02:35
Slow, text-based conversations,
48
139000
3000
Tako je počasnejšemu pisnemu sporočanju
02:38
then real-time voice based conversations.
49
142000
2000
sledilo govorno sporočanje v realnem času.
02:40
Then, about 150 years ago,
50
144000
2000
V tretjem obdobju - pred 150 leti -
02:42
there was a revolution in recorded media other than print:
51
146000
3000
je prišlo do revolucije na področju shranjevalnih medijev, ki niso tisk.
02:45
first photos, then recorded sound,
52
149000
3000
Najprej fotografije, nato zvočni posnetki
02:48
then movies, all encoded onto physical objects.
53
152000
3000
in potem filmi, shranjeni v fizični obliki.
02:51
And finally, about 100 years ago, the harnessing of electromagnetic spectrum
54
155000
3000
In tako se končno pred 100 leti z uporabo elektromagnetnega spektra
02:54
to send sound and images through the air -- radio and television.
55
158000
4000
zvok in slika preneseta na radio in televizijski zaslon.
02:58
This is the media landscape as we knew it in the 20th century.
56
162000
4000
To je medijski prostor, kot smo ga poznali v 20. stoletju.
03:02
This is what those of us of a certain age
57
166000
3000
To so tisti mediji, s katerimi smo odrasli
03:05
grew up with, and are used to.
58
169000
3000
in smo jih navajeni.
03:08
But there is a curious asymmetry here.
59
172000
2000
Kakorkoli, tukaj se pojavi zanimiva nesomernost.
03:10
The media that is good at creating conversations
60
174000
3000
Mediji, ki so primerni za medsebojno komuniciranje,
03:13
is no good at creating groups.
61
177000
2000
niso najbolj primerni za snovanje skupin.
03:15
And the media that's good at creating groups
62
179000
2000
In tisti mediji, ki so primerni za oblikovanje skupin,
03:17
is no good at creating conversations.
63
181000
2000
niso najbolj primerni za medsebojno komuniciranje.
03:19
If you want to have a conversation
64
183000
2000
Pri medsebojni komunikaciji
03:21
in this world, you have it with one other person.
65
185000
2000
nagovarjate drugo osebo in ona vas.
03:23
If you want to address a group, you get the same message
66
187000
3000
Ko nekaj sporočate skupini, je sporočilo, ki ga oblikujete, enako
03:26
and you give it to everybody in the group,
67
190000
2000
za vsakega člana te skupine,
03:28
whether you're doing that with a broadcasting tower or a printing press.
68
192000
4000
ne glede na to ali se pri tem poslužujete oddajnika ali tiska.
03:32
That was the media landscape
69
196000
2000
Takšen je bil medijski prostor
03:34
as we had it in the twentieth century.
70
198000
2000
v 20. stoletju.
03:36
And this is what changed.
71
200000
2000
In to je tisto, kar se je spremenilo.
03:38
This thing that looks like a peacock hit a windscreen
72
202000
2000
To, kar izgleda, kot da bi pav priletel v vetrobransko steklo,
03:40
is Bill Cheswick's map of the Internet.
73
204000
2000
je Bill Cheswickov zemljevid svetovnega spleta.
03:42
He traces the edges of the individual networks
74
206000
2000
Cheswick je zbiral poti posameznih omrežij
03:44
and then color codes them.
75
208000
2000
in jih nato označil z različnimi barvami.
03:46
The Internet is the first medium in history
76
210000
2000
Svetovni splet je prvi medij v zgodovini,
03:48
that has native support for groups
77
212000
2000
ki istočasno podpira
03:50
and conversation at the same time.
78
214000
3000
snovanje skupin in medsebojno komunikacijo.
03:53
Whereas the phone gave us the one-to-one pattern,
79
217000
3000
Telefonski pogovor nam mogoča le dialog.
03:56
and television, radio, magazines, books,
80
220000
2000
Televizija, radio, revije in knjige
03:58
gave us the one-to-many pattern,
81
222000
2000
delujejo po vzorcu "eno proti mnogim",
04:00
the Internet gives us the many-to-many pattern.
82
224000
2000
medtem ko internet deluje po vzorcu "mnogo k mnogim".
04:02
For the first time,
83
226000
2000
Prvič v zgodovini
04:04
media is natively good at supporting these kinds of conversations.
84
228000
4000
mediji privzeto podpirajo to vrsto komunikacije.
04:08
That's one of the big changes.
85
232000
3000
To je ena izmed velikih sprememb.
04:11
The second big change
86
235000
2000
Druga velika sprememba je,
04:13
is that, as all media gets digitized,
87
237000
2000
da svetovni splet zaradi digitalizacije večine medijev
04:15
the Internet also becomes the mode of carriage
88
239000
3000
postaja način prenosa
04:18
for all other media,
89
242000
2000
ostalih medijev.
04:20
meaning that phone calls migrate to the Internet,
90
244000
2000
Mobilni klici se selijo na svetovni splet.
04:22
magazines migrate to the Internet, movies migrate to the Internet.
91
246000
3000
Tudi revije in filmi.
04:25
And that means that every medium
92
249000
2000
In to pomeni, da vsi mediji
04:27
is right next door to every other medium.
93
251000
5000
delujejo tesno drug ob drugem.
04:32
Put another way,
94
256000
3000
Povedano drugače,
04:35
media is increasingly less just a source of information,
95
259000
3000
mediji niso več le vir informacij,
04:38
and it is increasingly more a site of coordination,
96
262000
3000
ampak vse bolj mehanizem koordinacije.
04:41
because groups that see or hear or watch or listen to something
97
265000
3000
Skupine, ki nekaj vidijo ali slišijo, gledajo ali poslušajo,
04:44
can now gather around and talk to each other as well.
98
268000
4000
se lahko sedaj zberejo in tudi komunicirajo med seboj.
04:48
And the third big change
99
272000
3000
In tretja velika sprememba je,
04:51
is that members of the former audience, as Dan Gilmore calls them,
100
275000
2000
da so člani prejšnjega občinstva, kot jim pravi Dan Gilmore,
04:53
can now also be producers and not consumers.
101
277000
4000
lahko sedaj tudi proizvajalci in ne le potrošniki.
04:57
Every time a new consumer
102
281000
2000
Vsakič, ko se nov potrošnik
04:59
joins this media landscape
103
283000
2000
pridruži temu medijskemu prostoru,
05:01
a new producer joins as well,
104
285000
2000
se obenem pridruži tudi nov proizvajalec.
05:03
because the same equipment --
105
287000
2000
Ker enaka oprema,
05:05
phones, computers --
106
289000
2000
telefoni in računalniki,
05:07
let you consume and produce.
107
291000
2000
omogoča trošenje in proizvajanje.
05:09
It's as if, when you bought a book, they threw in the printing press for free;
108
293000
3000
Podobno kot bi kupili knjigo, zraven pa bi zastonj dobili še tiskarski stroj.
05:12
it's like you had a phone that could turn into a radio
109
296000
2000
Ali, če bi imeli telefon, ki bi se lahko spremenil v radio,
05:14
if you pressed the right buttons.
110
298000
2000
ko bi pritisnili na prave gumbe.
05:16
That is a huge change
111
300000
3000
To je ogromna sprememba
05:19
in the media landscape we're used to.
112
303000
2000
v medijskem prostoru, kot smo ga vajeni.
05:21
And it's not just Internet or no Internet.
113
305000
3000
Ampak pri tem ni pomemben le obstoj svetovnega spleta.
05:24
We've had the Internet in its public form
114
308000
2000
Internet je javno dostopen
05:26
for almost 20 years now,
115
310000
2000
že skoraj 20 let
05:28
and it's still changing
116
312000
2000
in se še vedno spreminja,
05:30
as the media becomes more social.
117
314000
2000
saj mediji postajajo vse bolj družabni.
05:32
It's still changing patterns
118
316000
2000
Tudi med tistimi, ki dobro vedo, kako ga uporabljati,
05:34
even among groups who know how to deal with the Internet well.
119
318000
3000
se še vedno spreminja vzorce uporabe.
05:37
Second story.
120
321000
2000
Sedaj pa k drugi zgodbi.
05:39
Last May, China in the Sichuan province
121
323000
2000
Lanskega maja je provinco Sichuan na Kitajskem
05:41
had a terrible earthquake, 7.9 magnitude,
122
325000
3000
stresel močan potres z močjo 7,9 stopnje
05:44
massive destruction in a wide area, as the Richter Scale has it.
123
328000
4000
po Richterjevi lestvici in povzročil obsežno razdejanje.
05:48
And the earthquake was reported as it was happening.
124
332000
6000
Novice o potresu so prihajale v javnost, ko so se tla na Kitajskem še tresla.
05:54
People were texting from their phones. They were taking photos of buildings.
125
338000
3000
Ljudje so pošiljali SMS sporočila in slikali porušene stavbe.
05:57
They were taking videos of buildings shaking.
126
341000
3000
Snemali so stavbe, ki so se še vedno tresle
06:00
They were uploading it to QQ, China's largest Internet service.
127
344000
3000
in video posnetke prenašali na QQ, popularni vmesnik za pogovarjanje na Kitajskem.
06:03
They were Twittering it.
128
347000
2000
Novica se je razširila tudi na Twitterju.
06:05
And so as the quake was happening
129
349000
3000
Medtem, ko so se tla na Kitajskem še tresla,
06:08
the news was reported.
130
352000
2000
je novica že pricurljala v javnost.
06:10
And because of the social connections,
131
354000
2000
Zahvaljujoč družabnim povezavam,
06:12
Chinese students coming elsewhere, and going to school,
132
356000
3000
so kitajski študentje na študiju v tujini
06:15
or businesses in the rest of the world opening offices in China --
133
359000
4000
ali mednarodna podjetja, ki odpirajo pisarne na Kitajskem,
06:19
there were people listening all over the world, hearing this news.
134
363000
4000
ljudje po vsem svetu poslušali in spremljali novice o potresu.
06:23
The BBC got their first wind of the Chinese quake from Twitter.
135
367000
5000
BBC je o potresu na Kitajskem dobil informacije na Twitterju.
06:28
Twitter announced the existence of the quake
136
372000
3000
Novica se je prej pojavila na Twitterju
06:31
several minutes before the US Geological Survey
137
375000
2000
kot pa na spletni strani
06:33
had anything up online for anybody to read.
138
377000
4000
ameriškega geološkega inštituta.
06:37
The last time China had a quake of that magnitude
139
381000
3000
Ko je Kitajsko nazadnje doletel potres takšnega obsega,
06:40
it took them three months to admit that it had happened.
140
384000
5000
so potrebovali tri mesece, da so priznali, da se je zgodil.
06:45
(Laughter)
141
389000
1000
(Smeh)
06:46
Now they might have liked to have done that here,
142
390000
2000
Mogoče so želeli enako narediti tudi v tem primeru,
06:48
rather than seeing these pictures go up online.
143
392000
3000
raje kot da so videli te slike na spletu.
06:51
But they weren't given that choice,
144
395000
3000
Toda te možnosti tokrat ni bilo več,
06:54
because their own citizens beat them to the punch.
145
398000
3000
saj so jih lastni državljani prehiteli.
06:57
Even the government learned of the earthquake from their own citizens,
146
401000
4000
Še vlada je o potresu izvedela od svojih državljanov
07:01
rather than from the Xinhua News Agency.
147
405000
3000
in ne od Kitajske državne tiskovne agencije Xinhua.
07:04
And this stuff rippled like wildfire.
148
408000
2000
Novica o potresu se je širila hitreje kot ogenj v vetru.
07:06
For a while there
149
410000
2000
Nekaj časa
07:08
the top 10 most clicked links on Twitter,
150
412000
2000
je izmed 10 najbolj obiskanih linkov na Twitterju,
07:10
the global short messaging service --
151
414000
2000
globalnemu servisu kratkih sporočil,
07:12
nine of the top 10 links were about the quake.
152
416000
3000
devet linkov vodilo na spletne strani z novico o potresu.
07:15
People collating information,
153
419000
2000
Ljudje so med seboj primerjali informacije,
07:17
pointing people to news sources,
154
421000
2000
usmerjali druge k različnim virom informacij,
07:19
pointing people to the US geological survey.
155
423000
2000
usmerjali na ameriški geološki inštitut.
07:21
The 10th one was kittens on a treadmill, but that's the Internet for you.
156
425000
4000
Deseti link je vodil do strani z mucki na tekočem traku, a to se pač dogaja na internetu.
07:25
(Laughter)
157
429000
1000
(Smeh)
07:26
But nine of the 10 in those first hours.
158
430000
3000
Vendar devet izmed 10 linkov v prvih urah po potresu.
07:29
And within half a day donation sites were up,
159
433000
4000
V manj kot 12 urah so se pojavile spletne strani za donacije,
07:33
and donations were pouring in from all around the world.
160
437000
4000
ki so jih pošiljali ljudje iz celega sveta.
07:37
This was an incredible, coordinated global response.
161
441000
4000
To je bil neverjeten in koordiniran svetovni odziv.
07:41
And the Chinese then, in one of their periods of media openness,
162
445000
2000
In tako se je Kitajska, v enem od svojih obdobij medijske svobode,
07:43
decided that they were going to let it go,
163
447000
2000
odločila popustiti medijski cenzuri
07:45
that they were going to let this citizen reporting fly.
164
449000
5000
in svojim državljanom omogočiti neovirano poročanje.
07:50
And then this happened.
165
454000
2000
Kaj se je zgodilo potem?
07:52
People began to figure out, in the Sichuan Provence,
166
456000
2000
Ljudje v provinci Sichuan so se začeli zavedati,
07:54
that the reason so many school buildings had collapsed --
167
458000
3000
da so se mnoge šolske zgradbe med potresom zgrudile
07:57
because tragically the earthquake happened during a school day --
168
461000
4000
in pod seboj pokopale učence med poukom,
08:01
the reason so many school buildings collapsed
169
465000
2000
zato, ker so pokvarjeni državni uradniki
08:03
is that corrupt officials had taken bribes
170
467000
2000
sprejeli visoke podkupnine in omogočili
08:05
to allow those building to be built to less than code.
171
469000
4000
gradnjo potresno nevarnih šolskih stavb.
08:09
And so they started, the citizen journalists started
172
473000
3000
Tako so državljani-novinarji začeli poročati
08:12
reporting that as well. And there was an incredible picture.
173
476000
3000
tudi o tem. In pojavila se je neverjetna fotografija.
08:15
You may have seen in on the front page of the New York Times.
174
479000
2000
Mogoče ste jo opazili na prvi strani časopisa New York Times -
08:17
A local official literally prostrated himself in the street,
175
481000
4000
neki lokalni uradnik je dobesedno pokleknil
08:21
in front of these protesters,
176
485000
2000
pred protestnike na ulici,
08:23
in order to get them to go away.
177
487000
3000
da bi ti prenehali s protestom.
08:26
Essentially to say, "We will do anything to placate you,
178
490000
2000
V bistvu, da bi povedal: "Vse bomo naredili, da vas pomirimo,
08:28
just please stop protesting in public."
179
492000
3000
samo, prosim, prenehajte protestirati v javnosti."
08:31
But these are people who have been radicalized,
180
495000
2000
Toda to so bili ljudje z radikalnimi načeli,
08:33
because, thanks to the one child policy,
181
497000
2000
saj so zaradi politike enega otroka
08:35
they have lost everyone in their next generation.
182
499000
3000
v potresu izgubili svoje edine otroke.
08:38
Someone who has seen the death of a single child
183
502000
2000
Kdor se mora soočiti s smrtjo edinega otroka,
08:40
now has nothing to lose.
184
504000
2000
nima po tem veliko izgubiti.
08:42
And so the protest kept going.
185
506000
2000
Tako so se protesti nadaljevali,
08:44
And finally the Chinese cracked down.
186
508000
3000
a kitajska oblast jih ni več mirno opazovala.
08:47
That was enough of citizen media.
187
511000
3000
Državljanskega novinarstva so imeli dovolj.
08:50
And so they began to arrest the protesters.
188
514000
2000
Začeli so aretirati protestnike
08:52
They began to shut down the media that the protests were happening on.
189
516000
4000
in odstranjevati medije s protestno vsebino.
08:56
China is probably the most successful
190
520000
4000
Kitajska je verjetno najbolj uspešna država na svetu,
09:00
manager of Internet censorship in the world,
191
524000
3000
glede uveljavljanja cenzure na svetovnem spletu.
09:03
using something that is widely described as the Great Firewall of China.
192
527000
4000
Pri tem uporablja t.i. Veliki kitajski požarni zid.
09:07
And the Great Firewall of China
193
531000
2000
Veliki kitajski požarni zid
09:09
is a set of observation points
194
533000
2000
predstavlja niz opazovalnih točk,
09:11
that assume that media is produced by professionals,
195
535000
4000
s predpostavo, da medijske vsebine ustvarjajo profesionalci,
09:15
it mostly comes in from the outside world,
196
539000
3000
da večina te vsebine prihaja iz zunanjega sveta
09:18
it comes in relatively sparse chunks,
197
542000
3000
v relativno razpršeni obliki
09:21
and it comes in relatively slowly.
198
545000
3000
in sorazmeroma počasi.
09:24
And because of those four characteristics
199
548000
2000
Te štiri lastnosti dopuščajo filtriranje
09:26
they are able to filter it as it comes into the country.
200
550000
4000
medijskih vsebin, ki prihajajo v državo.
09:30
But like the Maginot Line,
201
554000
2000
Vendar podobno kot je bila Maginotova linija neučinkovita,
09:32
the great firewall of China was facing in the wrong direction
202
556000
3000
je bil tudi Veliki kitajski požarni zid napačno postavljen,
09:35
for this challenge,
203
559000
2000
da bi bil kos temu izzivu.
09:37
because not one of those four things was true in this environment.
204
561000
6000
Nobena od prej naštetih lastnosti ni bila resnična v primeru poročanja o potresu.
09:43
The media was produced locally. It was produced by amateurs.
205
567000
2000
Medijske vsebine so bile proizvedene lokalno, amatersko
09:45
It was produced quickly. And it was produced at such an incredible abundance
206
569000
5000
in v zelo kratkem času. Poleg tega se jih je nakopičilo preveč,
09:50
that there was no way to filter it as it appeared.
207
574000
4000
da bi jih bilo mogoče pravočasno cenzurirati.
09:54
And so now the Chinese government, who for a dozen years,
208
578000
3000
Tako se mora sedaj Kitajska vlada, ki je leta in leta
09:57
has quite successfully filtered the web,
209
581000
4000
precej uspešno nadzorovala internet,
10:01
is now in the position of having to decide
210
585000
2000
odločiti, ali bo dopustila ali zaprla
10:03
whether to allow or shut down entire services,
211
587000
4000
celotne spletne servise.
10:07
because the transformation to amateur media
212
591000
3000
Prehod k amaterski proizvodnji medijskih vsebin
10:10
is so enormous that they can't deal with it any other way.
213
594000
4000
je namreč tako silen, da ga ni več mogoče obvladovati.
10:14
And in fact that is happening this week.
214
598000
2000
V resnici se to dogaja ravno ta teden.
10:16
On the 20th anniversary of Tiananmen
215
600000
2000
Ob 20. obletnici pokola na tienanmenskem trgu,
10:18
they just, two days ago, announced
216
602000
3000
le dva dni nazaj, je vlada oznanila,
10:21
that they were simply shutting down access to Twitter,
217
605000
3000
da bo onemogočila dostop do Twitterja.
10:24
because there was no way to filter it other than that.
218
608000
4000
To pa zato, ker vsebine na Twitterju ni mogoče cenzurirati.
10:28
They had to turn the spigot entirely off.
219
612000
4000
Morali so povzročiti popoln twitterski mrk.
10:32
Now these changes don't just affect people who want to censor messages.
220
616000
4000
Te spremembe ne zadevajo le ljudi, ki hočejo cenzurirati sporočila,
10:36
They also affect people who want to send messages,
221
620000
3000
ampak tudi tiste, ki želijo ta sporočila pošiljati.
10:39
because this is really a transformation of the ecosystem as a whole,
222
623000
3000
To pomeni resnično preobrazbo celotnega ekosistema
10:42
not just a particular strategy.
223
626000
2000
in ne samo ene strategije.
10:44
The classic media problem, from the 20th century
224
628000
4000
Standardni problem, s katerim so se soočali mediji v 20. stoletju,
10:48
is, how does an organization have a message
225
632000
2000
se navezuje na to, kako lahko neka organizacija,
10:50
that they want to get out
226
634000
2000
ki želi nekaj sporočiti,
10:52
to a group of people distributed at the edges of a network.
227
636000
2000
doseže ciljno skupino ljudi, ki je težje dostopna.
10:54
And here is the twentieth century answer.
228
638000
3000
In tukaj je odgovor na vprašanje 20. stoletja.
10:57
Bundle up the message. Send the same message to everybody.
229
641000
4000
Pošlji enako sporočilo celotnemu občinstvu.
11:01
National message. Targeted individuals.
230
645000
2000
Ciljna skupina so posamezniki
11:03
Relatively sparse number of producers.
231
647000
2000
in število proizvajalcev sporočil je relativno majhno.
11:05
Very expensive to do,
232
649000
2000
Tako sporočanje je zelo drago
11:07
so there is not a lot of competition.
233
651000
2000
in zato proizvajalci nimajo velike konkurence.
11:09
This is how you reach people.
234
653000
2000
To je en način kako sporočati,
11:11
All of that is over.
235
655000
3000
a je ta način danes že opuščen.
11:14
We are increasingly in a landscape where media is global,
236
658000
3000
Danes postajajo mediji vse bolj globalni,
11:17
social, ubiquitous and cheap.
237
661000
3000
družabni, vsenavzočni in cenovno ugodni.
11:20
Now most organizations that are trying to send messages
238
664000
5000
Danes se je večina organizacij, ki želijo nekaj sporočiti
11:25
to the outside world, to the distributed collection of the audience,
239
669000
4000
zunanjemu svetu, razpršeni skupini občinstva,
11:29
are now used to this change.
240
673000
2000
že prilagodila tem spremembam.
11:31
The audience can talk back.
241
675000
2000
Občinstvo se lahko odziva na sporočilo.
11:33
And that's a little freaky. But you can get used to it after a while, as people do.
242
677000
5000
To je lahko malo srhljivo, toda, ker smo vsi ljudje, se je tega mogoče navaditi.
11:38
But that's not the really crazy change that we're living in the middle of.
243
682000
4000
Ampak to še ni tista prava nora sprememba v času, v katerem živimo.
11:42
The really crazy change is here:
244
686000
3000
Čisto prava nora sprememba je ta,
11:45
it's the fact that they are no longer disconnected from each other,
245
689000
4000
da so danes organizacije in njihovo občinstvo med seboj povezani.
11:49
the fact that former consumers are now producers,
246
693000
3000
Prejšnji potrošniki so postali proizvajalci.
11:52
the fact that the audience can talk directly to one another;
247
696000
3000
Občinstvo lahko sedaj med seboj direktno komunicira.
11:55
because there is a lot more amateurs than professionals,
248
699000
3000
Amaterskih proizvajalcev medijskih vsebin je veliko več kot profesionalcev.
11:58
and because the size of the network,
249
702000
3000
Omrežja postajajo vse bolj obsežna
12:01
the complexity of the network is actually the square
250
705000
3000
in njihova kompleksnost raste eksponentno
12:04
of the number of participants,
251
708000
2000
glede na število uporabnikov.
12:06
meaning that the network, when it grows large,
252
710000
2000
To pomeni, da ko se omrežje širi,
12:08
grows very, very large.
253
712000
2000
postaja nepredstavljivo obsežno.
12:10
As recently at last decade,
254
714000
2000
Še nedavno, v zadnjem desetletju,
12:12
most of the media that was available for public consumption
255
716000
3000
so večino javno dostopnih medijskih vsebin
12:15
was produced by professionals.
256
719000
2000
ustvarili profesionalci.
12:17
Those days are over, never to return.
257
721000
4000
Ti časi so mimo, vrnitve nazaj ni.
12:21
It is the green lines now, that are the source of the free content,
258
725000
3000
Zdaj so zelene črte vir brezplačnih medijskih vsebin.
12:24
which brings me to my last story.
259
728000
3000
In to dejstvo me vodi k moji zadnji zgodbi.
12:27
We saw some of the most imaginative use
260
731000
2000
Med predsedniško kampanjo Baracka Obame
12:29
of social media during the Obama campaign.
261
733000
3000
smo bili priča eni izmed najbolj domiselnih uporab družabnih medijev.
12:32
And I don't mean most imaginative use in politics --
262
736000
2000
In ne mislim najbolj domiselno uporabo v politiki,
12:34
I mean most imaginative use ever.
263
738000
3000
ampak najbolj domiselno uporabo kadarkoli.
12:37
And one of the things Obama did, was they famously,
264
741000
2000
Ena izmed najbolj domiselnih idej pri tej kampanji
12:39
the Obama campaign did, was they famously put up
265
743000
2000
je bilo oblikovanje spletne strani
12:41
MyBarackObama.com, myBO.com
266
745000
2000
My Barack Obama pika com, myBO.com.
12:43
And millions of citizens rushed in to participate,
267
747000
4000
Na milijone ameriških državljanov je obiskalo spletno stran,
12:47
and to try and figure out how to help.
268
751000
2000
z namenom osebno prispevati k Obamovi kampanji.
12:49
An incredible conversation sprung up there.
269
753000
3000
Na spletu se je vnel živahen pogovor med obiskovalci.
12:52
And then, this time last year,
270
756000
3000
In potem je lani ob tem času
12:55
Obama announced that he was going to change his vote on FISA,
271
759000
3000
Obama naznanil, da bo spremenil svoje glasovanje o FISA,
12:58
The Foreign Intelligence Surveillance Act.
272
762000
2000
zakonu o nadzoru nad tujimi obveščevalci.
13:00
He had said, in January, that he would not sign a bill
273
764000
2000
V januarju je izjavil, da ne bo podpisal predloga zakona,
13:02
that granted telecom immunity for possibly warrantless spying
274
766000
4000
ki bi podelil telekomu imuniteto za možno prisluškovanje brez naloga
13:06
on American persons.
275
770000
3000
ameriškim državljanom.
13:09
By the summer, in the middle of the general campaign,
276
773000
2000
Vse dokler ni poleti, ko je bila njegova predsedniška kampanja na polovici,
13:11
He said, "I've thought about the issue more. I've changed my mind.
277
775000
2000
izjavil: "Še malo sem razmislil o tej zadevi. Premislil sem si.
13:13
I'm going to vote for this bill."
278
777000
2000
Podprl bom ta predlog."
13:15
And many of his own supporters
279
779000
2000
Mnogo njegovih podpornikov je
13:17
on his own site went very publicly berserk.
280
781000
5000
na njegovi spletni strani javno precej nasprotovalo.
13:22
It was Senator Obama when they created it. They changed the name later.
281
786000
3000
Oblikovali so skupino, ki so jo prvotno poimenovali "Senator Obama" in jo kasneje
13:25
"Please get FISA right."
282
789000
2000
preimenovali v "Prosim, spremeni zakon FISA".
13:27
Within days of this group being created
283
791000
2000
V nekaj dneh po oblikovanju skupine
13:29
it was the fastest growing group on myBO.com;
284
793000
3000
je bila najbolj rastoča skupina na myBO.com.
13:32
within weeks of its being created it was the largest group.
285
796000
3000
V nekaj tednih je postala največja skupina.
13:35
Obama had to issue a press release.
286
799000
3000
Obama je moral izdati sporočilo za javnost.
13:38
He had to issue a reply.
287
802000
3000
Moral je odgovoriti.
13:41
And he said essentially, "I have considered the issue.
288
805000
2000
Dejal je: "Vaš odziv sem vzel v vednost
13:43
I understand where you are coming from.
289
807000
2000
in ga tudi razumem.
13:45
But having considered it all, I'm still going to vote the way I'm going to vote.
290
809000
4000
Ampak glede na vse okoliščine bom podprl ta predlog, tako kot sem že prej nameraval.
13:49
But I wanted to reach out to you and say, I understand that you disagree with me,
291
813000
3000
Vendar sem vam želel sporočiti, da razumem vaše nestrinjanje,
13:52
and I'm going to take my lumps on this one."
292
816000
3000
a to bom moral vzeti v zakup."
13:55
This didn't please anybody. But then a funny thing happened in the conversation.
293
819000
4000
Njegova izjava ni osrečila nikogar. Potem pa se je pripetilo nekaj nepričakovanega.
13:59
People in that group realized
294
823000
2000
Člani omenjene skupine so se začeli zavedati,
14:01
that Obama had never shut them down.
295
825000
4000
da Obama te skupine ni nikoli odstranil s svoje spletne strani.
14:05
Nobody in the Obama campaign had ever tried to hide the group
296
829000
4000
Nihče izmed sodelujočih v Obamovi kampanji ni nikoli poskušal prikriti obstoja te skupine
14:09
or make it harder to join,
297
833000
2000
ali otežiti pridruževanja,
14:11
to deny its existence, to delete it,
298
835000
2000
ali zanikati njenega obstoja, je izbrisati
14:13
to take to off the site.
299
837000
2000
ali odstraniti.
14:15
They had understood that their role
300
839000
4000
Ti so razumeli svojo vlogo pri upravljanju z
14:19
with myBO.com was to convene their supporters
301
843000
3000
myBO.com, katere namen je bil privabiti Obamove podpornike,
14:22
but not to control their supporters.
302
846000
3000
vendar jih ne nadzorovati.
14:25
And that is the kind of discipline
303
849000
2000
Taka vrsta discipliniranega delovanja
14:27
that it takes to make really mature use
304
851000
4000
je potrebna za zares odraslo uporabo
14:31
of this media.
305
855000
3000
tega medija.
14:34
Media, the media landscape that we knew,
306
858000
4000
Mediji, medijski prostor kot ga poznamo
14:38
as familiar as it was, as easy conceptually as it was
307
862000
3000
in smo ga bili vajeni, s preprostim konceptom,
14:41
to deal with the idea that professionals broadcast
308
865000
2000
da profesionalci prinašajo
14:43
messages to amateurs,
309
867000
2000
sporočila amaterjem,
14:45
is increasingly slipping away.
310
869000
3000
vse hitreje izginja.
14:48
In a world where media is global, social, ubiquitous and cheap,
311
872000
4000
V svetu, kjer so mediji globalni, družabni, vsenavzočni in cenovno ugodni,
14:52
in a world of media where the former audience
312
876000
2000
v svetu medijev, kjer prejšnje občinstvo
14:54
are now increasingly full participants,
313
878000
4000
vse bolj postaja aktivni proizvajalec vsebin,
14:58
in that world, media is less and less often
314
882000
4000
v takšnem svetu so mediji vse manj
15:02
about crafting a single message
315
886000
3000
pomembni za oblikovanje posameznega sporočila
15:05
to be consumed by individuals.
316
889000
3000
za posameznika.
15:08
It is more and more often
317
892000
2000
Mediji danes vse pogosteje pomenijo
15:10
a way of creating an environment for convening
318
894000
3000
način oblikovanje okolja za snovanje skupin
15:13
and supporting groups.
319
897000
2000
in njihovo podporo.
15:15
And the choice we face,
320
899000
2000
Izbira, s katero se soočamo -
15:17
I mean anybody who has a message they want to have heard
321
901000
2000
vsakdo, ki ima kaj sporočiti in bi bil rad slišan
15:19
anywhere in the world,
322
903000
3000
kjerkoli po svetu,
15:22
isn't whether or not that is the media environment we want to operate in.
323
906000
3000
naj se ne sprašuje ali je to medijski prostor, v katerem želi delovati,
15:25
That's the media environment we've got.
324
909000
2000
kajti to je medijski prostor, ki je na razpolago.
15:27
The question we all face now is,
325
911000
2000
Vprašanje, ki si ga sedaj vsi zastavljamo je:
15:29
"How can we make best use of this media?
326
913000
2000
"Kako lahko najbolje izkoristimo te medije?
15:31
Even though it means changing the way we've always done it."
327
915000
4000
Četudi to pomeni spreminjanje naših že ustaljenih načinov uporabe."
15:35
Thank you very much.
328
919000
2000
Najlepša hvala.
15:37
(Applause)
329
921000
6000
(Aplavz)
ABOUT THE SPEAKER
Clay Shirky - Social Media TheoristClay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications.
Why you should listen
Clay Shirky's work focuses on the rising usefulness of networks -- using decentralized technologies such as peer-to-peer sharing, wireless, software for social creation, and open-source development. New technologies are enabling new kinds of cooperative structures to flourish as a way of getting things done in business, science, the arts and elsewhere, as an alternative to centralized and institutional structures, which he sees as self-limiting. In his writings and speeches he has argued that "a group is its own worst enemy."
Shirky is an adjunct professor in New York Universityʼs graduate Interactive Telecommunications Program, where he teaches a course named “Social Weather.” Heʼs the author of several books. This spring at the TED headquarters in New York, he gave an impassioned talk against SOPA/PIPA that saw 1 million views in 48 hours.
Clay Shirky | Speaker | TED.com