TED Salon Samsung
Douglas Rushkoff: How to be "Team Human" in the digital future
Daglas Raškof (Douglas Rushkoff): Kako da budete u „Ekipi ljudi“ u digitalnoj budućnosti
Filmed:
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1,652,468 views
Ljude više ne cene zbog naše kreativnosti, kaže teoretičar medija Daglas Raškof - u svetu kojim dominira digitalna tehnologija, trenutno nas jedino cene zbog naših podataka. U strastvenom govoru, Raškof nas podstiče da prestanemo da koristimo tehnologiju kako bismo optimizovali ljude za tržište i da počnemo da je koristimo kako bismo izgradili budućnost usredsređenu na naše predigitalne vrednosti povezanosti, kreativnosti i poštovanja. „Pridružite se "Ekipi ljudi". Pronađite druge“, kaže on. „Hajde da zajedno izgradimo budućnost kakvu smo oduvek želeli.“
Douglas Rushkoff - Media theorist, author
Douglas Rushkoff promotes human autonomy in the digital age. Full bio
Douglas Rushkoff promotes human autonomy in the digital age. Full bio
Double-click the English transcript below to play the video.
00:13
I got invited to an exclusive resort
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Pozvan sam u ekskluzivno odmaralište
00:17
to deliver a talk about the digital future
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da održim govor o digitalnoj budućnosti
00:19
to what I assumed would be
a couple of hundred tech executives.
a couple of hundred tech executives.
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pred, kako sam pretpostavio,
nekoliko stotina tehnoloških direktora.
nekoliko stotina tehnoloških direktora.
00:23
And I was there in the green room,
waiting to go on,
waiting to go on,
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Bio sam u zelenoj sobi,
čekajući da nastupim,
čekajući da nastupim,
00:26
and instead of bringing me to the stage,
they brought five men into the green room
they brought five men into the green room
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i umesto da me izvedu na scenu,
doveli su pet muškaraca u zelenu sobu
doveli su pet muškaraca u zelenu sobu
00:31
who sat around this little table with me.
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koji su seli za jedan manji sto sa mnom.
00:33
They were tech billionaires.
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Radilo se o tehnološkim milijarderima.
00:35
And they started peppering me
with these really binary questions,
with these really binary questions,
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A počeli su da me saleću
sa tim krajnje binarnim pitanjima,
sa tim krajnje binarnim pitanjima,
00:40
like: Bitcoin or Etherium?
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poput: bitkoin ili eterijum?
00:43
Virtual reality or augmented reality?
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Virtuelna stvarnost
ili proširena stvarnost?
ili proširena stvarnost?
00:45
I don't know if they were
taking bets or what.
taking bets or what.
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Ne znam da li su se kladili ili šta već.
00:48
And as they got more comfortable with me,
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I kako su postajali opušteniji sa mnom,
00:51
they edged towards
their real question of concern.
their real question of concern.
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počeli su da naginju
ka pitanju koje ih zaista brine.
ka pitanju koje ih zaista brine.
00:54
Alaska or New Zealand?
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Aljaska ili Novi Zeland?
00:57
That's right.
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Tako je.
Ovi tehnološki milijarderi
su tražili savet od teoretičara medija
su tražili savet od teoretičara medija
00:59
These tech billionaires
were asking a media theorist for advice
were asking a media theorist for advice
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01:02
on where to put their doomsday bunkers.
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gde da postave bunkere za sudnji dan.
01:04
We spent the rest of the hour
on the single question:
on the single question:
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Proveli smo ostatak sata
na samo jednom pitanju:
na samo jednom pitanju:
01:07
"How do I maintain control
of my security staff
of my security staff
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„Kako da održim kontrolu nad obezbeđenjem
01:11
after the event?"
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nakon događaja?“
01:13
By "the event" they mean
the thermonuclear war
the thermonuclear war
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Pod „događajem“ smatraju
termonuklearni rat,
termonuklearni rat,
01:16
or climate catastrophe or social unrest
that ends the world as we know it,
that ends the world as we know it,
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klimatsku katastrofu ili društvene nemire
koji će da dokrajče nama poznati svet,
koji će da dokrajče nama poznati svet,
01:21
and more importantly,
makes their money obsolete.
makes their money obsolete.
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i što je još važnije, koji će njihov novac
da učine prevaziđenim.
da učine prevaziđenim.
01:26
And I couldn't help but think:
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I nisam mogao da se oduprem utisku:
01:28
these are the wealthiest,
most powerful men in the world,
most powerful men in the world,
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ovo su najimućniji,
najmoćniji ljudi na svetu,
najmoćniji ljudi na svetu,
01:33
yet they see themselves as utterly
powerless to influence the future.
powerless to influence the future.
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a ipak na sebe gledaju
kao krajnje nemoćne da utiču na budućnost.
kao krajnje nemoćne da utiču na budućnost.
01:37
The best they can do is hang on
for the inevitable catastrophe
for the inevitable catastrophe
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Najbolje što mogu je da sačekaju
neizbežnu katastrofu
neizbežnu katastrofu
01:42
and then use their technology and money
to get away from the rest of us.
to get away from the rest of us.
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i da onda iskoriste svoju tehnologiju
i novac da pobegnu od nas ostalih.
i novac da pobegnu od nas ostalih.
01:47
And these are the winners
of the digital economy.
of the digital economy.
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A ovo su pobednici digitalne ekonomije.
01:50
(Laughter)
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(Smeh)
01:53
The digital renaissance
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Kod digitalne renesanse
01:56
was about the unbridled potential
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se radilo o neograničenom potencijalu
02:00
of the collective human imagination.
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kolektivne ljudske imaginacije.
02:03
It spanned everything
from chaos math and quantum physics
from chaos math and quantum physics
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Obuhvatala je sve od teorije haosa,
preko kvantne fizike,
preko kvantne fizike,
02:08
to fantasy role-playing
and the Gaia hypothesis, right?
and the Gaia hypothesis, right?
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do fantazijskog igranja uloga
i Gejine hipoteze, zar ne?
i Gejine hipoteze, zar ne?
02:12
We believed that human beings connected
could create any future we could imagine.
could create any future we could imagine.
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Verovali smo da ljudska bića,
kad su povezana,
kad su povezana,
mogu da stvore bilo koju budućnost
koju možemo da zamislimo.
koju možemo da zamislimo.
02:20
And then came the dot com boom.
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A onda je usledio internet procvat.
02:24
And the digital future
became stock futures.
became stock futures.
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I digitalna budućnost
je postala berzanska budućnost.
je postala berzanska budućnost.
02:28
And we used all that energy
of the digital age
of the digital age
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I koristili smo svu tu energiju
digitalnog doba
digitalnog doba
02:31
to pump steroids into the already dying
NASDAQ stock exchange.
NASDAQ stock exchange.
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da bi upumpavali steroide
u berzu NASDAQ koja je već na izdisaju.
u berzu NASDAQ koja je već na izdisaju.
02:35
The tech magazines told us
a tsunami was coming.
a tsunami was coming.
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Tehnološki časopisi su nam rekli
kako je cunami na pomolu.
kako je cunami na pomolu.
02:39
And only the investors who hired
the best scenario-planners and futurists
the best scenario-planners and futurists
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I da će jedino investitori koji zaposle
najbolje planere scenarija i futuriste
najbolje planere scenarija i futuriste
02:43
would be able to survive the wave.
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biti u stanju da prežive talas.
02:47
And so the future changed from this thing
we create together in the present
we create together in the present
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Pa se budućnost izmenila iz nečega
što stvaramo zajedno u sadašnjosti,
što stvaramo zajedno u sadašnjosti,
02:53
to something we bet on
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u nešto na šta se kladimo
02:54
in some kind of a zero-sum
winner-takes-all competition.
winner-takes-all competition.
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u nekakvom takmičenju nulta suma
u kome pobednik uzima sve.
u kome pobednik uzima sve.
Kada sve postane toliko takmičarski
nastrojeno po pitanju budućnosti,
nastrojeno po pitanju budućnosti,
03:00
And when things get that competitive
about the future,
about the future,
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03:03
humans are no longer valued
for our creativity.
for our creativity.
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ljude više ne cene zbog naše kreativnosti.
03:06
No, now we're just valued for our data.
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Ne, tada nas cene
samo zbog naših podataka.
samo zbog naših podataka.
03:09
Because they can use the data
to make predictions.
to make predictions.
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Jer mogu da koriste podatke
za predviđanja.
za predviđanja.
03:12
Creativity, if anything,
that creates noise.
that creates noise.
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Kreativnost, ako ništa drugo, stvara buku.
03:14
That makes it harder to predict.
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To otežava predviđanje.
03:17
So we ended up with a digital landscape
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Pa smo završili sa digitalnim pejzažom
03:19
that really repressed creativity,
repressed novelty,
repressed novelty,
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koji zaista potiskuje kreativnost,
potiskuje novine,
potiskuje novine,
03:22
it repressed what makes us most human.
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potiskuje ono što nas
najviše čini ljudima.
najviše čini ljudima.
Završili smo sa društvenim mrežama.
03:26
We ended up with social media.
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03:28
Does social media really connect people
in new, interesting ways?
in new, interesting ways?
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Da li društvene mreže zaista povezuju
ljude na nove, zanimljive načine?
ljude na nove, zanimljive načine?
03:31
No, social media is about using our data
to predict our future behavior.
to predict our future behavior.
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Ne, društvene mreže se svode
na korišćenje naših podataka
na korišćenje naših podataka
radi predviđanja našeg budućeg ponašanja.
03:36
Or when necessary,
to influence our future behavior
to influence our future behavior
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Ili, ako je neophodno,
radi uticanja na naše buduće ponašanje
radi uticanja na naše buduće ponašanje
03:39
so that we act more in accordance
with our statistical profiles.
with our statistical profiles.
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kako bismo se ponašali više u skladu
sa našim statističkim profilima.
sa našim statističkim profilima.
Digitalna ekonomija -
da li je naklonjena ljudima?
da li je naklonjena ljudima?
03:45
The digital economy --
does it like people?
does it like people?
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03:47
No, if you have a business plan,
what are you supposed to do?
what are you supposed to do?
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Ne, ako imate poslovni plan,
šta bi trebalo da radite?
šta bi trebalo da radite?
Da se rešite svih ljudi.
03:50
Get rid of all the people.
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Ljudska bića žele zdravstvo,
žele novac, žele smisao.
žele novac, žele smisao.
03:51
Human beings, they want health care,
they want money, they want meaning.
they want money, they want meaning.
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03:56
You can't scale with people.
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Ne možete da rastete s ljudima.
(Smeh)
03:59
(Laughter)
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Ni naše digitalne aplikacije -
04:00
Even our digital apps --
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04:02
they don't help us
form any rapport or solidarity.
form any rapport or solidarity.
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ne pomažu nam da stvorimo
bilo kakvu prisnost ili solidarnost.
bilo kakvu prisnost ili solidarnost.
Mislim, gde je tipka
na aplikaciji za prevoz putnika
na aplikaciji za prevoz putnika
04:05
I mean, where's the button
on the ride hailing app
on the ride hailing app
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04:07
for the drivers to talk to one another
about their working conditions
about their working conditions
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za vozače da međusobno razgovaraju
o svojim uslovima rada
o svojim uslovima rada
04:11
or to unionize?
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ili da osnuju sindikat?
04:13
Even our videoconferencing tools,
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Čak i naša oruđa za video-konferencije
nam ne omogućavaju
da postignemo istinsku prisnost.
da postignemo istinsku prisnost.
04:15
they don't allow us
to establish real rapport.
to establish real rapport.
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04:18
However good the resolution of the video,
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Koliko god bila dobra rezolucija snimka,
i dalje ne možete da vidite
04:21
you still can't see if somebody's irises
are opening to really take you in.
are opening to really take you in.
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da li se nečije dužice šire
u znak istinskog prihvatanja.
u znak istinskog prihvatanja.
04:25
All of the things that we've done
to establish rapport
to establish rapport
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Sve što smo uradili
kako bismo ostvarili prisnost,
kako bismo ostvarili prisnost,
04:28
that we've developed over hundreds
of thousands of years of evolution,
of thousands of years of evolution,
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što smo razvijali stotinama
hiljada godina evolucije,
hiljada godina evolucije,
04:31
they don't work,
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ne deluje,
04:32
you can't see if someone's breath
is syncing up with yours.
is syncing up with yours.
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ne možete da vidite da li se nečiji dah
sinhronizuje sa vašim.
sinhronizuje sa vašim.
Stoga se neuroni ogledala ne pokreću,
oksitocin nikad ne projuri kroz vaše telo,
oksitocin nikad ne projuri kroz vaše telo,
04:35
So the mirror neurons never fire,
the oxytocin never goes through your body,
the oxytocin never goes through your body,
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04:39
you never have that experience
of bonding with the other human being.
of bonding with the other human being.
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nikad nemate iskustvo
povezivanja sa drugim ljudskim bićem.
povezivanja sa drugim ljudskim bićem.
04:43
And instead, you're left like,
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Umesto toga, ostajete u fazonu:
04:44
"Well, they agreed with me,
but did they really,
but did they really,
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„Pa, složili su se sa mnom,
ali da li su zaista,
ali da li su zaista,
04:47
did they really get me?"
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da li su me zaista shvatili?“
04:48
And we don't blame the technology
for that lack of fidelity.
for that lack of fidelity.
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A ne krivimo tehnologiju
zbog tog odsustva vernosti.
zbog tog odsustva vernosti.
04:52
We blame the other person.
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Krivimo drugu osobu.
04:55
You know, even the technologies
and the digital initiatives that we have
and the digital initiatives that we have
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Znate, čak su i tehnologije
i digitalne inicijative koje imamo
i digitalne inicijative koje imamo
04:59
to promote humans,
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da bi promovisali ljude
05:01
are intensely anti-human at the core.
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u srži izrazito neljudske.
05:05
Think about the blockchain.
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Razmislite o blokčejnu.
05:08
The blockchain is here to help us
have a great humanized economy? No.
have a great humanized economy? No.
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Blokčejn je tu da nam pomogne
da imamo sjajnu humanu ekonomiju? Ne.
da imamo sjajnu humanu ekonomiju? Ne.
05:12
The blockchain does not engender
trust between users,
trust between users,
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Blokčejn ne izaziva
poverenje među korisnicima,
poverenje među korisnicima,
05:14
the blockchain simply
substitutes for trust in a new,
substitutes for trust in a new,
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blokčejn je prosto zamena
za poverenje na nov,
za poverenje na nov,
05:18
even less transparent way.
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čak i manje transparentan način.
05:21
Or the code movement.
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Ili pokret kodiranja.
Mislim, obrazovanje je sjajno,
volimo obrazovanje
volimo obrazovanje
05:23
I mean, education is great,
we love education,
we love education,
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05:25
and it's a wonderful idea
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i radi se o divnoj ideji:
05:27
that we want kids to be able
to get jobs in the digital future,
to get jobs in the digital future,
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želimo da deca mogu da nađu
poslove u digitalnoj budućnosti,
poslove u digitalnoj budućnosti,
05:30
so we'll teach them code now.
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pa ćemo ih sad podučavati kodiranju.
05:32
But since when is education
about getting jobs?
about getting jobs?
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Međutim, otkad se obrazovanje
svodi na pronalaženje poslova?
svodi na pronalaženje poslova?
Nije se radilo o pronalaženju poslova.
05:35
Education wasn't about getting jobs.
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05:37
Education was compensation
for a job well done.
for a job well done.
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Obrazovanje je bilo nadoknada
za dobro obavljen posao.
za dobro obavljen posao.
05:41
The idea of public education
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Ideja javnog obrazovanja
05:43
was for coal miners,
who would work in the coal mines all day,
who would work in the coal mines all day,
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je bila da rudari uglja, koji su radili
u rudnicima uglja čitav dan,
u rudnicima uglja čitav dan,
05:46
then they'd come home
and they should have the dignity
and they should have the dignity
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potom bi došli kući
i trebalo je da imaju dostojanstvo
i trebalo je da imaju dostojanstvo
05:49
to be able to read a novel
and understand it.
and understand it.
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da mogu da čitaju roman i da ga razumeju.
05:51
Or the intelligence to be able
to participate in democracy.
to participate in democracy.
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Ili da budu inteligentni i u stanju
da učestvuju u demokratiji.
da učestvuju u demokratiji.
05:55
When we make it an extension of the job,
what are we really doing?
what are we really doing?
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Kada ga pretvorimo u produženu
ruku posla, šta zaista radimo?
ruku posla, šta zaista radimo?
05:58
We're just letting corporations really
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Prosto dozvoljavamo
korporacijama da zaista
korporacijama da zaista
06:01
externalize the cost
of training their workers.
of training their workers.
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prebace na druge
cenu obuke za svoje radnike.
cenu obuke za svoje radnike.
06:05
And the worst of all really
is the humane technology movement.
is the humane technology movement.
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A najgore od svega zaista
je pokret humane tehnologije.
je pokret humane tehnologije.
06:09
I mean, I love these guys,
the former guys who used to take
the former guys who used to take
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Mislim, volim te momke,
bivši momci koji bi uzeli
bivši momci koji bi uzeli
06:12
the algorithms from
Las Vegas slot machines
Las Vegas slot machines
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algoritme iz slot mašina iz Las Vegasa
06:15
and put them in our social media feed
so that we get addicted.
so that we get addicted.
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i stavili bi ih u naše društvene mreže
kako bismo se navukli.
kako bismo se navukli.
Sada su uvideli greške u svojim postupcima
06:18
Now they've seen the error of their ways
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06:20
and they want to make
technology more humane.
technology more humane.
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i žele da učine tehnologiju humanijom.
06:22
But when I hear the expression
"humane technology,"
"humane technology,"
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Ali kad čujem izraz „humana tehnologija“,
06:25
I think about cage-free
chickens or something.
chickens or something.
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pomislim na kokoške
van kaveza ili nešto slično.
van kaveza ili nešto slično.
06:28
We're going to be as humane
as possible to them,
as possible to them,
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Bićemo što je moguće humaniji prema njima,
06:30
until we take them to the slaughter.
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dok ih ne povedemo u klanicu.
06:33
So now they're going to let these
technologies be as humane as possible,
technologies be as humane as possible,
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Sada će da dozvole tim tehnologijama
da budu što je moguće humanije,
da budu što je moguće humanije,
06:36
as long as they extract enough data
and extract enough money from us
and extract enough money from us
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sve dok izvlače dovoljno podataka
i dok izvlače dovoljno novca iz nas
i dok izvlače dovoljno novca iz nas
06:39
to please their shareholders.
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kako bi zadovoljili svoje akcionare.
06:42
Meanwhile, the shareholders,
for their part, they're just thinking,
for their part, they're just thinking,
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Istovremeno, akcionari
sa svoje strane, oni prosto misle:
sa svoje strane, oni prosto misle:
„Moram da zaradim dovoljno novca sad,
kako bih mogao da se izolujem
kako bih mogao da se izolujem
06:45
"I need to earn enough money now,
so I can insulate myself
so I can insulate myself
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06:48
from the world I'm creating
by earning money in this way."
by earning money in this way."
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od sveta koji stvaram
zarađujući novac na ovaj način.“
zarađujući novac na ovaj način.“
06:51
(Laughter)
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(Smeh)
06:54
No matter how many VR goggles
they slap on their faces
they slap on their faces
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Koliko god naočara
za virtuelnu stvarnost da stave na lica
za virtuelnu stvarnost da stave na lica
06:58
and whatever fantasy world they go into,
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i u kakav god fantastični svet da uđu,
07:00
they can't externalize the slavery
and pollution that was caused
and pollution that was caused
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ne mogu da prebace na druge
ropstvo i zagađenje koje je uzrokovano
ropstvo i zagađenje koje je uzrokovano
07:04
through the manufacture
of the very device.
of the very device.
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prilikom proizvodnje baš tih naočara.
07:07
It reminds me of
Thomas Jefferson's dumbwaiter.
Thomas Jefferson's dumbwaiter.
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Podseća me na mali lift Tomasa Džefersona.
07:10
Now, we like to think
that he made the dumbwaiter
that he made the dumbwaiter
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Sad, volimo da mislimo
kako je napravio mali lift
kako je napravio mali lift
07:12
in order to spare his slaves
all that labor of carrying the food
all that labor of carrying the food
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ne bi li poštedeo svoje robove
svog tog rada kod iznošenja hrane
svog tog rada kod iznošenja hrane
07:16
up to the dining room
for the people to eat.
for the people to eat.
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gore u trpezariju kako bi ljudi jeli.
07:19
That's not what it was for,
it wasn't for the slaves,
it wasn't for the slaves,
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Nije služio tome,
nije postojao zbog robova,
nije postojao zbog robova,
već zbog Tomasa Džefersona
i njegovih prijatelja za večerom
i njegovih prijatelja za večerom
07:21
it was for Thomas Jefferson
and his dinner guests,
and his dinner guests,
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kako ne bi morali da gledaju
roba kako im donosi hranu.
roba kako im donosi hranu.
07:24
so they didn't have to see the slave
bringing the food up.
bringing the food up.
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07:27
The food just arrived magically,
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Hrana je prosto magično stizala,
07:28
like it was coming out
of a "Start Trek" replicator.
of a "Start Trek" replicator.
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kao da izlazi iz replikatora
iz „Zvezdanih staza“.
iz „Zvezdanih staza“.
07:32
It's part of an ethos that says,
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Deo je uverenja koje kaže:
07:34
human beings are the problem
and technology is the solution.
and technology is the solution.
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ljudska bića su problem,
a tehnologija je rešenje.
a tehnologija je rešenje.
07:40
We can't think that way anymore.
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Ne možemo više
da razmišljamo na taj način.
da razmišljamo na taj način.
07:42
We have to stop using technology
to optimize human beings for the market
to optimize human beings for the market
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Moramo prestati da koristimo tehnologiju
zarad optimizovanja ljudi za tržište
zarad optimizovanja ljudi za tržište
07:48
and start optimizing technology
for the human future.
for the human future.
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i da počnemo da optimizujemo tehnologiju
za ljudsku budućnost.
za ljudsku budućnost.
07:55
But that's a really hard argument
to make these days,
to make these days,
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Međutim, taj argument
je veoma teško izneti ovih dana
je veoma teško izneti ovih dana
07:57
because humans are not popular beings.
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jer ljudi nisu popularna bića.
08:01
I talked about this in front
of an environmentalist just the other day,
of an environmentalist just the other day,
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Razgovarao sam o ovome
pred jednom ekološkinjom pre neki dan,
pred jednom ekološkinjom pre neki dan,
a ona je rekla: „Zašto braniš ljude?
08:05
and she said, "Why are you
defending humans?
defending humans?
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Ljudi su uništili planetu.
Zaslužuju da izumru.“
Zaslužuju da izumru.“
08:07
Humans destroyed the planet.
They deserve to go extinct."
They deserve to go extinct."
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08:10
(Laughter)
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(Smeh)
08:13
Even our popular media hates humans.
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Čak i naši popularni mediji mrze ljude.
08:16
Watch television,
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Pogledajte televiziju,
08:17
all the sci-fi shows are about how robots
are better and nicer than people.
are better and nicer than people.
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sve naučnofantastične serije su o tome
kako su roboti bolji i draži od ljudi.
kako su roboti bolji i draži od ljudi.
Pa i serije o zombijima - o čemu se radi
u svakoj seriji o zombijima?
u svakoj seriji o zombijima?
08:21
Even zombie shows --
what is every zombie show about?
what is every zombie show about?
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08:24
Some person, looking at the horizon
at some zombie going by,
at some zombie going by,
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O nekoj osobi koja posmatra horizont
kuda prolazi nekakav zombi
kuda prolazi nekakav zombi
08:27
and they zoom in on the person
and you see the person's face,
and you see the person's face,
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i onda zumiraju osobu
i vidite ljudsko lice
i vidite ljudsko lice
08:30
and you know what they're thinking:
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i znate o čemu razmišlja:
„U čemu je zaista razlika
između zombija i mene?
između zombija i mene?
08:32
"What's really the difference
between that zombie and me?
between that zombie and me?
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On hoda, ja hodam.
08:34
He walks, I walk.
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08:36
He eats, I eat.
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On jede, ja jedem.
08:38
He kills, I kill."
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On ubija, ja ubijam.“
08:42
But he's a zombie.
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Međutim, on je zombi.
08:43
At least you're aware of it.
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Vi ste bar svesni toga.
08:45
If we are actually having trouble
distinguishing ourselves from zombies,
distinguishing ourselves from zombies,
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Ako se zapravo mučimo
da razlikujemo sebe od zombija,
da razlikujemo sebe od zombija,
08:49
we have a pretty big problem going on.
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u prilično smo velikom problemu.
08:51
(Laughter)
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(Smeh)
08:52
And don't even get me started
on the transhumanists.
on the transhumanists.
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Nemojte ni da mi pominjete transhumaniste.
08:55
I was on a panel with a transhumanist,
and he's going on about the singularity.
and he's going on about the singularity.
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Bio sam na panelu sa transhumanistom
i on je raspredao o singularnosti.
i on je raspredao o singularnosti.
08:59
"Oh, the day is going to come really soon
when computers are smarter than people.
when computers are smarter than people.
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„Oh, sve je bliži dan kada će kompjuteri
da budu pametniji od ljudi.
da budu pametniji od ljudi.
09:03
And the only option
for people at that point
for people at that point
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I jedina opcija za ljude će tada da bude
09:05
is to pass the evolutionary torch
to our successor
to our successor
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da predaju evolutivnu baklju
našim naslednicima
našim naslednicima
09:08
and fade into the background.
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i da nestanemo u pozadini.
09:10
Maybe at best, upload
your consciousness to a silicon chip.
your consciousness to a silicon chip.
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U najboljem slučaju, pak, prebacićemo
našu svesnost na silicijumski čip.
našu svesnost na silicijumski čip.
09:13
And accept your extinction."
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I prihvatićemo naše izumiranje.“
09:16
(Laughter)
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(Smeh)
09:18
And I said, "No, human beings are special.
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A ja sam rekao:
„Ne, ljudska bića su posebna.
„Ne, ljudska bića su posebna.
09:21
We can embrace ambiguity,
we understand paradox,
we understand paradox,
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Možemo da prigrlimo dvosmislenost,
razumemo paradoks,
razumemo paradoks,
09:25
we're conscious,
we're weird, we're quirky.
we're weird, we're quirky.
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svesni smo, čudni smo, ekscentrični smo.
09:27
There should be a place for humans
in the digital future."
in the digital future."
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Trebalo bi da postoji mesto
za ljude u digitalnoj budućnosti.“
za ljude u digitalnoj budućnosti.“
09:31
And he said, "Oh, Rushkoff,
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A on je rekao: „Ah, Raškofe,
09:32
you're just saying that
because you're a human."
because you're a human."
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ti samo tako govoriš jer si čovek.“
09:34
(Laughter)
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(Smeh)
09:36
As if it's hubris.
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Kao da se radi o aroganciji.
09:39
OK, I'm on "Team Human."
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U redu, ja sam u „Ekipi ljudi“.
09:43
That was the original insight
of the digital age.
of the digital age.
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To je bilo prvobitno zapažanje
digitalnog doba.
digitalnog doba.
09:47
That being human is a team sport,
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Da je biti čovek ekipni sport,
09:49
evolution's a collaborative act.
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evolucija je čin saradnje.
09:52
Even the trees in the forest,
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Čak se ni drveće u šumi
09:53
they're not all in competition
with each other,
with each other,
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međusobno ne takmiči,
09:55
they're connected with the vast
network of roots and mushrooms
network of roots and mushrooms
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povezani su ogromnom
mrežom korenja i gljiva
mrežom korenja i gljiva
09:59
that let them communicate with one another
and pass nutrients back and forth.
and pass nutrients back and forth.
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koja im omogućava da međusobno
komuniciraju i prenose hranljive stvari.
komuniciraju i prenose hranljive stvari.
10:03
If human beings
are the most evolved species,
are the most evolved species,
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Ako su ljudska bića najevoluiranija vrsta,
10:05
it's because we have the most evolved
ways of collaborating and communicating.
ways of collaborating and communicating.
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to je zato što imamo najevoluiranije
načine saradnje i komunikacije.
načine saradnje i komunikacije.
10:09
We have language.
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Imamo jezik.
10:11
We have technology.
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Imamo tehnologiju.
10:14
It's funny, I used to be the guy
who talked about the digital future
who talked about the digital future
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Smešno je, nekad sam bio lik
koji je govorio o digitalnoj budućnosti
koji je govorio o digitalnoj budućnosti
10:18
for people who hadn't yet
experienced anything digital.
experienced anything digital.
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ljudima bez bilo kakvog
iskustva sa digitalnim.
iskustva sa digitalnim.
10:22
And now I feel like I'm the last guy
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A sada se osećam kao poslednji čovek
10:24
who remembers what life was like
before digital technology.
before digital technology.
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koji se seća kako je bilo
pre digitalnih tehnologija.
pre digitalnih tehnologija.
10:28
It's not a matter of rejecting the digital
or rejecting the technological.
or rejecting the technological.
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Ne radi se o odbacivanju digitalnog
ili odbacivanju tehnologije.
ili odbacivanju tehnologije.
10:32
It's a matter of retrieving the values
that we're in danger of leaving behind
that we're in danger of leaving behind
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Radi se o vraćanju vrednosti
koje smo u opasnosti da izgubimo,
koje smo u opasnosti da izgubimo,
10:37
and then embedding them in the digital
infrastructure for the future.
infrastructure for the future.
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i da ih zatim ugradimo
u digitalnu infrastrukturu budućnosti.
u digitalnu infrastrukturu budućnosti.
10:41
And that's not rocket science.
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A ne radi se o nuklearnoj fizici.
10:44
It's as simple as making a social network
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Prosto je kao izgradnja društvene mreže
10:46
that instead of teaching us
to see people as adversaries,
to see people as adversaries,
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koja umesto da nas uči
da gledamo na ljude kao na dušmane,
da gledamo na ljude kao na dušmane,
10:49
it teaches us to see
our adversaries as people.
our adversaries as people.
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uči nas da gledamo
na naše dušmane kao na ljude.
na naše dušmane kao na ljude.
10:54
It means creating an economy
that doesn't favor a platform monopoly
that doesn't favor a platform monopoly
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To znači stvaranje ekonomije
koja ne favorizuje platformski monopol
koja ne favorizuje platformski monopol
10:58
that wants to extract all the value
out of people and places,
out of people and places,
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koji želi da izvuče svu vrednost
iz ljudi i mesta,
iz ljudi i mesta,
11:01
but one that promotes the circulation
of value through a community
of value through a community
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već one koja promoviše kruženje
vrednosti u zajednici
vrednosti u zajednici
11:05
and allows us to establish
platform cooperatives
platform cooperatives
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i omogućuje nam da stvaramo
platformsku saradnju
platformsku saradnju
11:08
that distribute ownership
as wide as possible.
as wide as possible.
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koja raspodeljuje vlasništvo
što je šire moguće.
što je šire moguće.
11:12
It means building platforms
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To znači izgradnju platformi
11:13
that don't repress our creativity
and novelty in the name of prediction
and novelty in the name of prediction
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koje ne potiskuju našu kreativnost
i novine u ime predviđanja,
i novine u ime predviđanja,
11:18
but actually promote
creativity and novelty,
creativity and novelty,
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već zapravo promovišu kreativnost i novine
11:21
so that we can come up
with some of the solutions
with some of the solutions
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kako bismo mogli da smislimo
nekakva rešenja
nekakva rešenja
11:23
to actually get ourselves
out of the mess that we're in.
out of the mess that we're in.
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da se izvučemo iz nereda u kome smo.
Ne, umesto što pokušavamo da zaradimo
dovoljno novca da bismo se izolovali
dovoljno novca da bismo se izolovali
11:27
No, instead of trying to earn
enough money to insulate ourselves
enough money to insulate ourselves
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11:30
from the world we're creating,
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od sveta koga stvaramo,
11:32
why don't we spend that time and energy
making the world a place
making the world a place
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zašto ne bismo potrošili
to vreme i energiju
to vreme i energiju
da pretvorimo svet u mesto
iz koga nemamo potrebu da bežimo.
iz koga nemamo potrebu da bežimo.
11:35
that we don't feel
the need to escape from.
the need to escape from.
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11:38
There is no escape,
there is only one thing going on here.
there is only one thing going on here.
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Nema izlaza, ovde se radi o samo jednom.
11:42
Please, don't leave.
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Molim vas, ne idite.
11:45
Join us.
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Pridružite nam se.
11:47
We may not be perfect,
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Možda nismo savršeni,
ali šta god da se desi,
bar nećete da budete usamljeni.
bar nećete da budete usamljeni.
11:49
but whatever happens,
at least you won't be alone.
at least you won't be alone.
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11:52
Join "Team Human."
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Pridružite se „Ekipi ljudi“.
11:55
Find the others.
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Pronađite druge.
11:57
Together, let's make the future
that we always wanted.
that we always wanted.
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Hajde da zajedno izgradimo budućnost
kakvu smo oduvek želeli.
kakvu smo oduvek želeli.
12:01
Oh, and those tech billionaires
who wanted to know
who wanted to know
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Eh da, a tim milijarderima
koji su želeli da znaju
koji su želeli da znaju
kako da održe kontrolu
nad bezbednosnim snagama nakon apokalipse,
nad bezbednosnim snagama nakon apokalipse,
12:04
how to maintain control of their
security force after the apocalypse,
security force after the apocalypse,
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12:07
you know what I told them?
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znate šta sam im rekao?
12:09
"Start treating those people
with love and respect right now.
with love and respect right now.
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„Počnite da se odnosite prema tim ljudima
sa ljubavlju i poštovanjem odmah.
sa ljubavlju i poštovanjem odmah.
12:13
Maybe you won't have
an apocalypse to worry about."
an apocalypse to worry about."
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Možda nećete morati
da brinete zbog apokalipse.“
da brinete zbog apokalipse.“
12:16
Thank you.
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Hvala vam.
12:18
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Douglas Rushkoff - Media theorist, authorDouglas Rushkoff promotes human autonomy in the digital age.
Why you should listen
Douglas Rushkoff coined such expressions as "viral media," "digital natives" and "social currency," and advises governments, communities and businesses on the impact of technology on society's future. Named one of "the world’s ten most influential thinkers" by MIT, Rushkoff won the Marshal McLuhan Award for media writing and the Neil Postman award for Public Intellectual Activity.
Rushkoff hosts the Team Human podcast, made four PBS Frontline documentaries including Generation Like and The Merchants of Cool, and wrote many bestselling books including Team Human, Present Shock, Program or Be Programmed and Throwing Rocks at the Google Bus. He founded the Laboratory for Digital Humanism at CUNY/Queens College, where he is professor of media theory and digital economics.
Douglas Rushkoff | Speaker | TED.com