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Joe Sabia: The technology of storytelling
Džo Sabia – Tehnologija pripovedanja
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Readability: 4.3
1,352,099 views
"iPad" pripovedač Džo Sabia upoznaje nas sa Lotarem Megendorferom, pronalazačem koji je, u proteklom veku, izumio važnu tehnologiju pripovedanja: pop-ap knjigu. Sabia nam pokazuje kako nam nova tehnologija uvek priskače u pomoć pri pričanju naših priča, od pećinskih zidova pa sve do "iPad"-a koji drži u rukama dok je na sceni.
Joe Sabia - Storyteller
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative. Full bio
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative. Full bio
Double-click the English transcript below to play the video.
00:15
Ladies and gentlemen, gather around.
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Dame i gospodo, okupite se.
00:17
I would love to share with you a story.
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Volio bih da sa vama podelim jednu priču.
00:20
Once upon a time
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Nekada davno
00:22
in 19th century Germany,
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u 19. veku u Nemačkoj,
00:24
there was the book.
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postojala je knjiga.
00:26
Now during this time,
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U to vreme,
00:28
the book was the king of storytelling.
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knjiga je bila kraljica pripovedanja.
00:30
It was venerable.
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Bila je uvažena.
00:32
It was ubiquitous.
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Bila je sveprisutna.
00:34
But it was a little bit boring.
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Ali je bila i pomalo dosadna.
00:38
Because in its 400 years of existence,
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Razlog je to što za njenih 400 godina postojanja
00:41
storytellers never evolved the book
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pripovedači je nikad nisu razvili
00:43
as a storytelling device.
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u sredstvo pripovedanja.
00:45
But then one author arrived,
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Kako bilo, upravo tada se pojavio jedan autor
00:47
and he changed the game forever.
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koji je promenio igru zauvek.
00:51
(Music)
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(muzika)
00:53
His name was Lothar,
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Zvao se Lotar,
00:55
Lothar Meggendorfer.
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Lotar Megendorfer.
00:58
Lothar Meggendorfer put his foot down,
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Lotar Megendorfer je lupio nogom o pod
01:01
and he said, "Genug ist genug!"
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i odlučno rekao: "Genug ist genug!"
01:07
He grabbed his pen,
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Zgrabio je olovku
01:09
he snatched his scissors.
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i ščepao makaze.
01:11
This man refused to fold to the conventions of normalcy
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Ovaj čovek je odbio da podlegne konvencijama normalnosti
01:13
and just decided to fold.
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i odlučio da preuzme stvar u svoje ruke.
01:15
History would know Lothar Meggendorfer
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Istorija će pamtiti Lotara Megendorfera
01:17
as -- who else? --
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kao, koga drugog nego -
01:19
the world's first true inventor
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prvog pravog pronalazača
01:21
of the children's pop-up book.
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dečje pop-ap knjige.
01:24
(Music)
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(muzika)
01:26
For this delight and for this wonder,
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Zbog ovog užitka i ovog čuda
01:28
people rejoiced.
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ljudi su slavili
01:30
(Cheering)
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(slavlje)
01:33
They were happy because the story survived,
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Bili su presrećni jer je priča preživela
01:36
and that the world would keep on spinning.
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i što će svet nastaviti da se okreće.
01:38
Lothar Meggendorfer wasn't the first
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Lotar Megendorfer nije bio prvi
01:40
to evolve the way a story was told,
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koji je razvio način na koji se priče pričaju,
01:42
and he certainly wasn't the last.
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a sigurno nije ni poslednji.
01:44
Whether storytellers realized it or not,
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Bez obzira da li pripovedači to primećuju ili ne
01:46
they were channeling Meggendorfer's spirit
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oni su oživljavali Megendorferov duh
01:48
when they moved opera to vaudville,
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kada su operu doveli do vodvilja,
01:53
radio news to radio theater,
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radio vesti do radio pozorišta,
01:56
film to film in motion
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film do pokretnog filma,
01:59
to film in sound, color, 3D,
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zatim do filma sa zvukom, bojom, pa i 3D filma,
02:02
on VHS and on DVD.
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na VHS kaseti ili DVD-u.
02:04
There seemed to be no cure for this Meggendorferitis.
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Izgleda da nije bilo leka za ovaj Megendorferitis.
02:07
And things got a lot more fun when the Internet came around.
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A stvari su postale mnogo zabavnije kada se pojavio internet.
02:10
(Laughter)
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(smeh)
02:12
Because, not only could people broadcast their stories throughout the world,
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Zbog toga što, ne samo da su tada ljudi mogli da objavljuju svoje priče širom sveta,
02:15
but they could do so
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već su to mogli da urade
02:17
using what seemed to be an infinite amount of devices.
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koristeći naizgled beskonačan broj uređaja.
02:20
For example, one company
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Tako na primer, jedna kompanija
02:23
would tell a story of love
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pripoveda o ljubavi
02:25
through its very own search engine.
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kroz svoj pretraživač.
02:30
One Taiwanese production studio
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Jedan studio za produkciju iz Tajvana
02:32
would interpret American politics in 3D.
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predstavlja američku politiku u 3D-u.
02:35
(Laughter)
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(smeh)
02:40
And one man would tell the stories of his father
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A, jedan čovek priča priču o svome ocu
02:44
by using a platform called Twitter
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koristeći platformu zvanu "Twitter"
02:46
to communicate the excrement his father would gesticulate.
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kako bi pokazao svetu kakve bezobraznosti govori njegov otac.
02:49
And after all this, everyone paused;
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A nakon ovoga, svi su zastali.
02:51
they took a step back.
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Zakoračili su korak nazad.
02:53
They realized that, in 6,000 years of storytelling,
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Shvatili su da su u 6.000 godina pripovedanja
02:56
they've gone from depicting hunting on cave walls
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prešli put od crtanja scena lova u pećinama
03:00
to depicting Shakespeare on Facebook walls.
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do pravljenja Šekspirovog profila na "Facebook"-u.
03:04
And this was a cause for celebration.
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I to je bio razlog za slavlje.
03:07
The art of storytelling has remained unchanged.
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Umetnost pripovedanja je ostala nepromenjena.
03:09
And for the most part, the stories are recycled.
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U i većini slučajeva, priče se prepričavaju.
03:12
But the way that humans tell the stories
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Međutim, način na koji ljudi pričaju priče
03:14
has always evolved
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se uvek razvijao
03:16
with pure, consistent novelty.
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sa čistom i stalnom inovacijom.
03:19
And they remembered a man,
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I svi bi se setili jednog čoveka,
03:21
one amazing German,
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jednog neverovatnog Nemca,
03:24
every time a new storytelling device
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svaki put kada bi se pojavilo
03:28
popped up next.
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novo sredstvo pripovedanja.
03:30
And for that,
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I zato je
03:32
the audience --
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publika,
03:34
the lovely, beautiful audience --
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ljupka, prekrasna publika,
03:36
would live happily ever after.
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živela srećno do kraja života.
03:39
(Applause)
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(aplauz)
ABOUT THE SPEAKER
Joe Sabia - StorytellerJoe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative.
Why you should listen
Joe Sabia is a NYC-based conceptual digital video artist who creates shareable videos and formats across a multitude of genres, amassing more than 1 billion views in total. As a creative consultant, Moth Programming Board member, and award-winning director/editor, his current role has him creating franchise video formats across the Conde Nast Portfolio as VP of Creative Development.
You may recognize his voice as the guy on Vogue's "73 Questions." Some of his work includes the "Wired Autocomplete Interview" series, "You Sang My Song" on Glamour, and "Lie Detector" and "Tinder Takeover" on Vanity Fair. Joe created "African Men, Hollywood Stereotypes" which launched the awareness campaign of Africa-based non-profit Mama Hope. He spent two years making an art project called "The Office Stare Machine" which takes 700 stares from The Office and catalogues them against hundreds of emotions. He also co-founded "CDZA", a music channel featuring hundreds of conservatory-trained musicians in viral videos, including directing a set with Spike Jonze at the first ever YouTube Music Awards.
Sabia's hobbies include being an amateur classical pianist, the 2007 international pun champion and proud co-owner of an Italian restaurant. He also documents management facility in the Republic of Georgia.
Joe Sabia | Speaker | TED.com