TED@SXSWi
JP Rangaswami: Information is food
Džej Pi Rangasvami (JP Rangaswami): Informacije su hrana
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Kako konzumiramo podatke? Na TED@SXSWi, tehnolog Džej Pi Rangasvami sanjari o našem odnosu sa informacijama i nudi iznenađujuće i oštro gledište: tretiramo ih kao hranu.
JP Rangaswami - Technologist
JP Rangaswami thinks deeply (and hilariously) about disruptive data. Full bio
JP Rangaswami thinks deeply (and hilariously) about disruptive data. Full bio
Double-click the English transcript below to play the video.
00:16
I love my food.
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Volim hranu.
00:18
And I love information.
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I volim informacije.
00:21
My children usually tell me
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Moja deca mi obično kažu
00:24
that one of those passions is a little more apparent than the other.
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da je jedna od tih strasti
malo očiglednija od druge.
malo očiglednija od druge.
00:27
(Laughter)
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(Smeh)
00:29
But what I want to do in the next eight minutes or so
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Ono što želim da uradim
u sledećih osam minuta
u sledećih osam minuta
00:32
is to take you through how those passions developed,
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je da vas provedem kroz to
kako su se ove strasti razvile
kako su se ove strasti razvile
00:34
the point in my life when the two passions merged,
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u mom životu do tačke
kada su se spojile,
kada su se spojile,
00:37
the journey of learning that took place from that point.
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put učenja koje je počelo
od tog trenutka.
od tog trenutka.
00:42
And one idea I want to leave you with today
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Jedna ideja koju danas hoću
da vam prenesem je
da vam prenesem je
00:45
is what would would happen differently in your life
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šta bi se drugačije desilo
u vašem životu
u vašem životu
00:48
if you saw information the way you saw food?
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kada biste na informaciju gledali
na način na koji vidite hranu?
na način na koji vidite hranu?
00:52
I was born in Calcutta --
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Rođen sam u Kalkuti -
00:54
a family where my father and his father before him
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u porodici gde su moj otac
i njegov otac pre njega
i njegov otac pre njega
00:58
were journalists,
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bili novinari
01:00
and they wrote magazines in the English language.
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i pisali su časopise
na engleskom jeziku.
na engleskom jeziku.
01:03
That was the family business.
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To je bio porodični posao.
01:05
And as a result of that,
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I kao rezultat toga
01:07
I grew up with books everywhere around the house.
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odrastao sam sa knjigama svuda po kući.
01:10
And I mean books everywhere around the house.
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I to baš svuda po kući.
01:13
And that's actually a shop in Calcutta,
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To je u stvari prodavnica u Kalkuti,
01:16
but it's a place where we like our books.
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ali to je mesto
gde volimo svoje knjige.
gde volimo svoje knjige.
01:19
In fact, I've got 38,000 of them now
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U stvari, sada ih imam 38.000
01:23
and no Kindle in sight.
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i nema Kindle-a ni na pomolu.
01:25
But growing up as a child with the books around everywhere,
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Ali odrastajući kao dete
okruženo knjigama,
okruženo knjigama,
01:31
with people to talk to about those books,
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sa ljudima sa kojima sam mogao
da pričam o tim knjigama,
da pričam o tim knjigama,
01:33
this wasn't a sort of slightly learned thing.
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to nije bila
tek uzgred naučena stvar.
tek uzgred naučena stvar.
01:36
By the time I was 18, I had a deep passion for books.
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Do trenutka kada sam napunio 18,
imao sam snažnu strast prema knjigama.
imao sam snažnu strast prema knjigama.
01:40
It wasn't the only passion I had.
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To nije bila jedina strast
koju sam imao.
koju sam imao.
01:42
I was a South Indian
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Ja sam iz južne Indije
01:44
brought up in Bengal.
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odrastao u Bengalu.
01:46
And two of the things about Bengal:
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I postoje dve stvari u vezi sa Bengalom:
01:49
they like their savory dishes
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oni vole svoja slana jela
01:51
and they like their sweets.
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i vole svoje slatkiše.
01:53
So by the time I grew up,
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Tako da, kad sam odrastao
01:55
again, I had a well-established passion for food.
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imao sam čvrsto uspostavljenu
strast prema hrani.
strast prema hrani.
01:59
Now I was growing up in the late '60s and early '70s,
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Odrastao sam kasnih '60-ih
i ranih '70-ih godina
i ranih '70-ih godina
02:02
and there were a number of other passions I was also interested in,
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i postojale su brojne druge strasti
za koje sam takođe bio zainteresovan
za koje sam takođe bio zainteresovan
02:05
but these two were the ones that differentiated me.
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ali pomenute dve su bile one
zbog kojih sam se razlikovao.
zbog kojih sam se razlikovao.
02:09
(Laughter)
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(Smeh)
02:10
And then life was fine, dandy.
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Život je bio dobar, ugodan.
02:13
Everything was okay,
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Sve je bilo OK,
02:14
until I got to about the age of 26,
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dok nisam napunio 26 godina
02:18
and I went to a movie called "Short Circuit."
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i odgledao film "Kratak spoj".
02:22
Oh, some of you have seen it.
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Aha, neki od vas su ga gledali.
02:24
And apparently it's being remade right now
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Sada se snima rimejk
02:27
and it's going to be coming out next year.
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i izaći će sledeće godine.
02:29
It's the story of this experimental robot
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To je priča o eksperimentalnom robotu
02:33
which got electrocuted and found a life.
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koga je pogodio električni udar
i oživeo ga.
i oživeo ga.
02:36
And as it ran, this thing was saying, "Give me input. Give me input."
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I dok je trčala, ova stvar je govorila:
"Daj mi input. Daj mi input."
"Daj mi input. Daj mi input."
02:40
And I suddenly realized that for a robot
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I odjednom sam shvatio
da su za robota
da su za robota
02:42
both information as well as food
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i informacija i hrana
02:46
were the same thing.
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bile ista stvar.
02:48
Energy came to it in some form or shape,
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Energija mu je dolazila
u nekoj formi i obliku,
u nekoj formi i obliku,
02:51
data came to it in some form or shape.
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podaci su mu dolazili
u nekoj formi i obliku.
u nekoj formi i obliku.
02:53
And I began to think,
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I počeo sam da razmišljam,
02:55
I wonder what it would be like
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da se pitam kako bi bilo
02:57
to start imagining myself
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da počnem da zamišljam sebe
02:59
as if energy and information were the two things I had as input --
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kao da su energija i informacije
dve stvari koje imam kao input -
dve stvari koje imam kao input -
03:04
as if food and information were similar in some form or shape.
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kao da su hrana i informacije
slični u nekom obliku.
slični u nekom obliku.
03:08
I started doing some research then, and this was the 25-year journey,
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Onda sam počeo malo da istražujem
i to je putovanje koje je trajalo 25 godina
i to je putovanje koje je trajalo 25 godina
03:11
and started finding out
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i počeo sam da otkrivam
03:13
that actually human beings as primates
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da, u stvari, ljudska bića kao primati
03:16
have far smaller stomachs
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imaju daleko manji želudac
03:19
than should be the size for our body weight
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nego što bi trebalo da imaju
za našu telesnu težinu
za našu telesnu težinu
03:22
and far larger brains.
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i daleko veći mozak.
03:25
And as I went to research that even further,
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I kako sam to istraživao još dalje
03:29
I got to a point where I discovered something
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stigao sam do tačke
gde sam otkrio nešto
gde sam otkrio nešto
03:32
called the expensive tissue hypothesis.
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što se zove hipoteza skupih tkiva.
03:36
That actually for a given body mass of a primate
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Da je u stvari,
za datu telesnu masu primata,
za datu telesnu masu primata,
03:40
the metabolic rate was static.
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metabolizam bio statičan.
03:42
What changed was the balance of the tissues available.
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Ono što se menjalo
je odnos između raspoloživih tkiva.
je odnos između raspoloživih tkiva.
03:46
And two of the most expensive tissues in our human body
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A dva najskuplja tkiva u našem telu
03:50
are nervous tissue and digestive tissue.
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su nervno tkivo
i tkivo digestivnog trakta.
i tkivo digestivnog trakta.
03:53
And what transpired was that people had put forward a hypothesis
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I dogodilo se to
da su ljudi izneli hipotezu
da su ljudi izneli hipotezu
03:57
that was apparently coming up with some fabulous results by about 1995.
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koja je davala odlične rezultate do
otprilike 1995.
otprilike 1995.
04:02
It's a lady named Leslie Aiello.
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to je gospođa
koja se zove Lesli Ajelo.
koja se zove Lesli Ajelo.
04:05
And the paper then suggested that you traded one for the other.
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Rad je sugerisao
da se zamenjuje jedno za drugo.
da se zamenjuje jedno za drugo.
04:10
If you wanted your brain for a particular body mass to be large,
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Ako želite da vaš mozak
za određenu telesnu težinu bude veći,
za određenu telesnu težinu bude veći,
04:13
you had to live with a smaller gut.
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morate živeti sa manjim stomakom.
04:17
That then set me off completely
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To me je zaista pokrenulo da kažem
04:19
to say, Okay, these two are connected.
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"U redu, ove dve stvari su povezane".
04:22
So I looked at the cultivation of information as if it were food
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Zato sam razmotrio uzgajanje informacija
kao da su hrana
kao da su hrana
04:26
and said, So we were hunter-gathers of information.
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i rekao sam: "Bili smo
lovci-sakupljači informacija."
lovci-sakupljači informacija."
04:29
We moved from that to becoming farmers and cultivators of information.
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Napredovali smo do toga da smo postali
farmeri i uzgajivači informacija.
farmeri i uzgajivači informacija.
04:34
Does that really explain what we're seeing
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Da li to zaista objašnjava
ono što vidimo
ono što vidimo
04:35
with the intellectual property battles nowadays?
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u današnjim borbama
oko intelektualnog vlasništva?
oko intelektualnog vlasništva?
04:38
Because those people who were hunter-gatherers in origin
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Zato što su ti ljudi
koji su izvorno bili lovci-sakupljači
koji su izvorno bili lovci-sakupljači
04:41
wanted to be free and roam and pick up information as they wanted,
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hteli da budu slobodni i lutaju
i skupljaju informacije kako žele,
i skupljaju informacije kako žele,
04:45
and those that were in the business of farming information
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a oni koji su se bavili
poslom uzgajanja informacija
poslom uzgajanja informacija
04:48
wanted to build fences around it,
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hteli su da sagrade ograde oko njih,
04:50
create ownership and wealth and structure and settlement.
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stvore vlasništvo, bogatstvo,
strukturu i naselja.
strukturu i naselja.
04:54
So there was always going to be a tension within that.
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Oduvek je trebalo
da postoji tenzija unutar toga.
da postoji tenzija unutar toga.
04:57
And everything I saw in the cultivation
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I sve što sam video unutar kultivacije
04:59
said there were huge fights amongst the foodies
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govorilo je da je bilo velikih borbi
među ljubiteljima hrane,
među ljubiteljima hrane,
05:01
between the cultivators and the hunter-gatherers.
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između uzgajivača i lovaca-sakupljača.
05:04
And this is happening here.
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I to se događa ovde.
05:06
When I moved to preparation, this same thing was true,
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Kada sam prešao na pripremu
ova ista stvar je važila
ova ista stvar je važila
05:09
expect that there were two schools.
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osim što su tu postojale dve škole.
05:11
One group of people said you can distill your information,
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Jedna grupa ljudi je tvrdila
da se informacije mogu destilovati,
da se informacije mogu destilovati,
05:14
you can extract value, separate it and serve it up,
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vrednost se može ekstrahovati,
izdvojiti i poslužiti,
izdvojiti i poslužiti,
05:17
while another group turned around
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dok je druga grupa uzvratila
05:19
and said no, no you can ferment it.
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i rekla: Ne, ne.
Možete ih fermentisati.
Možete ih fermentisati.
05:21
You bring it all together and mash it up
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Spojte ih sve i izmešajte
05:24
and the value emerges that way.
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i vrednost se na taj način pojavljuje.
05:26
The same is again true with information.
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Ista stvar opet važi za informacije.
05:28
But consumption was where it started getting really enjoyable.
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Ali konzumiranje je ono gde je počelo
da postaje stvarno zabavno.
da postaje stvarno zabavno.
05:32
Because what I began to see then
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Jer ono što sam
tada počeo da uviđam je to
tada počeo da uviđam je to
05:34
was there were so many different ways people would consume this.
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da postoji toliko mnogo različitih načina
na koje bi ljudi ovo konzumirali.
na koje bi ljudi ovo konzumirali.
05:38
They'd buy it from the shop as raw ingredients.
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Kupili bi ih u prodavnici
kao sirove sastojke.
kao sirove sastojke.
05:40
Do you cook it? Do you have it served to you?
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Da li ih kuvate?
Da li vam ih poslužuju?
Da li vam ih poslužuju?
05:43
Do you go to a restaurant?
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Da li idete u restoran?
05:44
The same is true every time as I started thinking about information.
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Isto je važilo svaki put kada bih počeo
da razmišljam o informacijama.
da razmišljam o informacijama.
05:48
The analogies were getting crazy --
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Analogije su počele
da bivaju sve luđe -
da bivaju sve luđe -
05:51
that information had sell-by dates,
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informacije imaju rokove za prodaju,
05:53
that people had misused information that wasn't dated properly
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ljudi su zloupotrebljavali informacije
koje nisu nosile propisan datum
koje nisu nosile propisan datum
05:57
and could really make an effect on the stock market,
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i mogli su zaista
da imaju uticaj na berzu,
da imaju uticaj na berzu,
05:59
on corporate values, etc.
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korporativne vrednosti itd.
06:02
And by this time I was hooked.
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I do tog trenutka sam
već bio navučen.
već bio navučen.
06:04
And this is about 23 years into this process.
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Sada sam oko 23 godine
u ovom procesu.
u ovom procesu.
06:07
And I began to start thinking of myself
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I počeo sam da razmišljam o sebi
06:10
as we start having mash-ups of fact and fiction,
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kako smo počeli
da mešamo činjenice i fikciju,
da mešamo činjenice i fikciju,
06:13
docu-dramas, mockumentaries, whatever you call it.
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doku-drame, pseudo-dokumentarce,
kako god da ih zovete.
kako god da ih zovete.
06:17
Are we going to reach the stage
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Da li ćemo dostići nivo
06:18
where information has a percentage for fact associated with it?
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gde će informacija po definiciji
sadržati određen procenat istine?
sadržati određen procenat istine?
06:23
We start labeling information for the fact percentage?
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Krenućemo da obeležavamo informacije
prema procentu istine u njima?
prema procentu istine u njima?
06:26
Are we going to start looking at what happens
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Da li ćemo početi
da posmatramo ono što se događa
da posmatramo ono što se događa
06:29
when your information source is turned off, as a famine?
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kada je izvor informacija isključen,
kao glad?
kao glad?
06:32
Which brings me to the final element of this.
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Što me dovodi
do poslednjeg elementa.
do poslednjeg elementa.
06:35
Clay Shirky once stated that there is no such animal as information overload,
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Klej Širki je jednom izjavio
da ne postoji takva stvar
da ne postoji takva stvar
06:38
there is only filter failure.
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kao što je pretrpanost informacijama,
postoji samo neuspešno filtriranje.
postoji samo neuspešno filtriranje.
06:41
I put it to you that information,
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Predočio sam vam da informacija,
06:44
if viewed from the point of food,
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ako je posmatrana iz ugla hrane,
06:46
is never a production issue; you never speak of food overload.
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nikad nije problem proizvodnje;
nikad se ne govori o pretrpanosti hranom.
nikad se ne govori o pretrpanosti hranom.
06:50
Fundamentally it's a consumption issue.
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U osnovi to je problem konzumiranja.
06:52
And we have to start thinking
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I moramo da počnemo da se pitamo
06:54
about how we create diets within ourselves, exercise within ourselves,
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kako da napravimo sopstvene dijete,
sopstvene vežbe,
sopstvene vežbe,
07:00
to have the faculties to be able to deal with information,
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da bismo stekli sposobnosti
da se nosimo sa informacijama,
da se nosimo sa informacijama,
07:02
to have the labeling to be able to do it responsibly.
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da ih obeležavamo
kako bismo radili to odgovorno.
kako bismo radili to odgovorno.
07:06
In fact, when I saw "Supersize Me," I starting thinking of saying,
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U stvari, kada sam odgledao
"Super veliki ja",
"Super veliki ja",
počeo sam da razmišljam o tome
šta bi se dogodilo
šta bi se dogodilo
07:10
What would happen
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07:12
if an individual had 31 days nonstop Fox News?
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ako bi neko 31 dan neprekidno
gledao Fox News?
gledao Fox News?
07:16
(Laughter)
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(Smeh)
07:17
Would there be time to be able to work with it?
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Da li bi imao vremena da to obradi?
07:20
So you start really understanding
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Tako da počinjete zaista da shvatate
07:23
that you can have diseases, toxins, a need to balance your diet,
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da možete imati bolesti, toksine,
potrebu da uravnotežite ishranu
potrebu da uravnotežite ishranu
07:29
and once you start looking, and from that point on,
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i čim počnete da posmatrate
i od tog trenutka nadalje
i od tog trenutka nadalje
07:32
everything I have done in terms of the consumption of information,
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sve što sam uradio
u vezi sa konzumacijom informacija,
u vezi sa konzumacijom informacija,
07:36
the production of information, the preparation of information,
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proizvodnjom informacija,
pripremom informacija,
pripremom informacija,
07:39
I've looked at from the viewpoint of food.
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sve sam posmatrao sa stanovišta hrane.
07:43
It has probably not helped my waistline any
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To verovatno nije pomoglo
mom obimu struka
mom obimu struka
07:45
because I like practicing on both sides.
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zato što volim da vežbam na obe strane.
07:48
But I'd like to leave you with just that question:
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Ali bih voleo da vas ostavim
samo sa tim pitanjem:
samo sa tim pitanjem:
07:52
If you began to think of all the information that you consume
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ako biste počeli da mislite
o informacijama koje konzumirate
o informacijama koje konzumirate
07:55
the way you think of food,
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na način na koji mislite o hrani,
07:56
what would you do differently?
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šta biste uradili drugačije?
07:58
Thank you very much for your time.
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Hvala vam mnogo na vašem vremenu.
08:00
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
JP Rangaswami - TechnologistJP Rangaswami thinks deeply (and hilariously) about disruptive data.
Why you should listen
With a background in economics and journalism, JP Rangaswami has been a technology innovator and chief information officer for many leading financial firms. As an advocate for open source and disruptive technologies, Rangaswami has been a leading force in the success of multiple startups, including School of Everything, Salesforce.com and Ribbit. He blogs (unmissably) at Confused of Calcutta.
JP Rangaswami | Speaker | TED.com