TEDGlobal 2009
Cynthia Schneider: The surprising spread of Idol TV
Sintija Šnajder (Cynthia Schneider): Iznenaćujuće širenje "Idol" TV programa
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Sintija Šnajder analizira dva međunarodna televizijska programa u stilu "Američkog idola"; jedan iz Avganistana i drugi iz Ujedinjenih Arapskih Emirata i pokazuje kakav iznenađujući efekat ova TV rijaliti takmičenja imaju na društvo.
Cynthia Schneider - Cultural diplomacy expert
Cynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001. Full bio
Cynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001. Full bio
Double-click the English transcript below to play the video.
00:15
I'd like to ask you,
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Htela bih da vas pitam
00:17
what do these three people have in common?
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šta ove tri osobe imaju zajedničko?
00:22
Well, you probably recognize the first person.
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Verovatno prepoznajete prvu osobu.
00:24
I'm sure you're all avid "American Idol" watchers.
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Sigurna sam da ste svi strastveni
pratioci "Američkog idola".
pratioci "Američkog idola".
00:27
But you might not recognize Aydah Al Jahani,
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Ali možda neće prepoznati Ajdu Al Džahani,
00:30
who is a contestant, indeed a finalist,
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koja je takmičar, zapravo finalistkinja,
00:33
in the Poet of the Millions competition,
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takmičenja "Pesnik miliona",
00:36
which is broadcast out of Abu Dhabi,
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koja se emituje iz Abu Dabija,
00:38
and seen throughout the Arab world.
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i gleda širom arapskog sveta.
00:40
In this contest
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Na ovom takmičenju,
00:42
people have to write and recite
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učesnici moraju pisati i recitovati
00:45
original poetry, in the Nabati form of poetry,
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originalnu poeziju, Nabati vrste,
00:48
which is the traditional Bedouin form.
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koja je tradicionalna beduinska forma.
00:51
And Lima Sahar was a finalist
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Lima Sahar je bila finalistkinja
00:54
in the Afghan Star singing competition.
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takmičenja u pevanju "Afgan star".
00:58
Now, before I go any further,
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Sad, pre nego što nastavim,
01:00
yes, I know it all began with "Britain's Got Talent."
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da, znam da je sve počelo
sa "Britanija ima talenat",
sa "Britanija ima talenat",
01:04
But my point in discussing this
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ali moj cilj o diskutovanju ovoga
01:07
is to show you -- I hope I'll be able to show you
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je da vam pokažem -- nadam se da ću uspeti
01:10
how these merit-based competitions,
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kako ova takmičenja, bazirana na zasluzi,
01:14
with equal access to everyone,
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sa istim pristupom za sve,
01:17
with the winner selected via voting by SMS,
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gde se pobednik bira putem SMS glasanja,
01:20
are changing tribal societies.
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menjaju plemenska društva.
01:23
And I'm going to focus on Afghanistan
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Fokisiraću se na Avganistan
01:25
and the Arab world with the UAE,
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i arapski svet Emirata,
01:28
how they're changing tribal societies,
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kako menjaju plemenska društva,
01:31
not by introducing Western ideas,
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ne uvodeći ideje sa Zapada,
01:33
but by being integrated into the language in those places.
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već integrišući ih u jezik ovih mesta.
01:37
It all begins with enjoyment.
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Sve počinje uživanjem.
01:42
Video: We are late to watch "Afghan Star."
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Video: Kasnimo na "Afgan star".
01:45
We are going to watch "Afghan Star." We are late.
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Idemo da gledamo "Afgan star". Kasnimo.
01:48
We are running late.
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Kasnimo.
01:51
We must go to watch "Afghan Star."
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Moramo da gledamo "Afgan star".
01:56
Cynthia Schneider: These programs are reaching incredibly deeply into society.
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Sintija Šnajder: Ove emisije dopiru
neverovatno duboko u društvo.
neverovatno duboko u društvo.
02:01
In Afghanistan, people go to extraordinary lengths
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U Avganistanu, ljudi su spremni na puno toga
02:04
to be able to watch this program.
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da bi gledali ovu emisiju.
02:06
And you don't necessarily have to have your own TV set.
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I ne morate nužno imati svoj televizor.
02:09
People watch it all over the country
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Ljudi ga gledaju širom zemlje
02:11
also in public places.
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i na javnim mestima.
02:14
But it goes beyond watching,
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Ali ovo ide i dalje od gledanja,
02:17
because also, part of this
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jer je deo ovoga, takođe,
02:20
is campaigning.
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zastupanje kandidata.
02:22
People become so engaged
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Ljudi se toliko angažuju,
02:24
that they have volunteers, just like political volunteers anyway,
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da imaju volontere, poput volontera u politici,
02:28
who fan out over the countryside,
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koji idu po provinciji
02:31
campaigning for their candidate.
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i promovišu svog kandidata.
02:34
Contestants also put themselves forward.
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I takmičari se aktiviraju.
02:37
Now, of course there is a certain degree of ethnic allegiance, but not entirely.
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Naravno, postoji određen stepen etničke pripadnosti,
ali ne u potpunosti,
ali ne u potpunosti,
02:41
Because each year the winner has come from a different tribal group.
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jer je svake godine pobednik
bio iz druge plemenske grupe.
bio iz druge plemenske grupe.
02:46
This has opened up the door,
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Ovo je otvorilo vrata
02:48
particularly for women.
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posebno ženama.
02:50
And in the last season there were two women in the finalists.
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U poslednjoj sezoni su bile dve žene u finalu,
02:53
One of them, Lima Sahar, is a Pashtun from Kandahar,
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jedna je Lima Sahar, iz paštunskog dela Kandahara
02:56
a very conservative part of the country.
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veoma konzervativnog dela zemlje.
02:59
And here she relates, in the documentary film "Afghan Star,"
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Ona ovde govori, u dokumentarcu o "Afgan Star",
03:03
how her friends urged her not to do this
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kako su je prijatelji odgovarali od ovoga
03:06
and told her that she was leaving them for democracy.
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i govorili da ih napušta zbog demokratije.
03:09
But she also confides that
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Ali ona priznaje
03:12
she knows that members of the Taliban
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da zna da pripadnici Talibana
03:14
are actually SMS-ing votes in for her.
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zapravo šalju SMS poruke i glasaju za nju.
03:19
Aydah Al Jahnani also took risks
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Ajda Al Džahani je takođe rizikovala
03:22
and put herself out, to compete
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takmičući se
03:24
in the Poet of the Millions competition.
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u takmičenju "Pesnik Miliona".
03:27
I have to say, her husband backed her from the start.
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Moram da priznam da ju je suprug podržavao od početka.
03:31
But her tribe and family urged her not to compete
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Ali njeno pleme i njena porodica su je
odgovarali od takmičenja
odgovarali od takmičenja
03:34
and were very much against it.
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i bili su veoma protiv toga.
03:36
But, once she started to win,
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Ali, kada je počela da pobeđuje
03:39
then they got behind her again.
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i oni su je podržali.
03:41
It turns out that competition and winning is a universal human value.
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Ispostavlja se da je takmičenje i pobeđivanje
univerzalna ljudska vrednost.
univerzalna ljudska vrednost.
03:47
And she's out there.
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Ona se i danas predstavlja;
03:49
Her poetry is about women,
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Njene pesme su o ženama
03:52
and the life of women in society.
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i o njihovom položaju u društvu.
03:55
So just by presenting herself
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Dakle, samim svojim predstavljanjem
03:57
and being in competition with men --
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i takmičenjem sa muškarcima --
03:59
this shows the voting on the program --
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ovo je proces glasanja u ovom programu --
04:01
it sets a very important example for young women --
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ona šalje važnu poruku mladim ženama --
04:04
these are young women in the audience of the program --
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ovo su te mlade žene koje sede u publici --
04:07
in Abu Dhabi, but also people in the viewing audience.
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u Abu Dabiju, ali takođe i među gledaocima.
04:11
Now you'd think that "American Idol"
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Mislili biste da "Američki Idol"
04:13
would introduce a measure of Americanization.
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uvodi mnogo Amerikanizacije.
04:16
But actually, just the opposite is happening.
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Ali zapravo, upravo se suprotno dešava.
04:19
By using this engaging popular format
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Koristeći popularni format programa
04:22
for traditional, local culture,
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na tradicionalnu i lokalnu kulturu,
04:25
it actually, in the Gulf, is precipitating a revival
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u Zalivu se ubrzava oživljavanje
04:28
of interest in Nabati poetry,
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i interes za Nabati poeziju
04:30
also in traditional dress and dance and music.
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kao i tradicionalni način oblačenja, ples i muziku.
04:34
And for Afghanistan,
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U Avganistanu,
04:36
where the Taliban banned music for many years,
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gde su Talibani zabranili muziku na mnogo godina,
04:40
it is reintroducing their traditional music.
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ovi ljudi obnavljaju svoju tradicionalnu muziku.
04:42
They don't sing pop songs,
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Oni ne pevaju pop pesme,
04:44
they sing Afghan music.
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oni pevaju avganistansku muziku.
04:47
And they also have learned how to lose gracefully,
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Naučili su kako da budu časni gubitnici
04:50
without avenging the winner.
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bez da se svete pobedniku.
04:52
(Laughter)
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(Smeh)
04:54
No small thing.
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To je velika stvar.
04:56
And the final, sort of, formulation
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Poslednja vrsta ostvarenja
05:02
of this "American Idol" format,
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ovog formata preuzetog od "Američkog idola"
05:05
which has just appeared in Afghanistan,
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koji se pojavio u Avganistanu,
05:07
is a new program called "The Candidate."
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jeste novi program pod nazivom "Kandidat".
05:10
And in this program, people present
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U ovom programu, ljudi predstavljaju
05:12
policy platforms that are then voted on.
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političke ideje o kojima se potom glasa.
05:15
Many of them are too young to run for president,
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Mnogi od ovih ljudi su suviše mladi da bi
išli na predsedničke izbore,
išli na predsedničke izbore,
05:18
but by putting the issues out there,
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ali predstavljajući probleme,
05:20
they are influencing the presidential race.
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oni utiču na predsedničke izbore.
05:22
So for me, the substance of things unseen
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Za mene je ovo nevidljiva sila
05:25
is how reality TV is driving reality.
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rijaliti televizije koja utiče na realnost.
05:29
Thank you.
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Hvala.
05:31
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Cynthia Schneider - Cultural diplomacy expertCynthia Schneider studies culture and politics -- watching how novels, TV shows and cultural engagement around the globe (and especially within the Muslim world) might lead to political change. She was the US ambassador to the Netherlands from 1998 to 2001.
Why you should listen
Cynthia P. Schneider is a Fellow at the Brookings Institution, where she leads the Arts and Culture Initiative within the Saban Center for Middle East Policy. In her work, she looks at the Muslim world through its cultural products (movies, films, books and shows), and searches for clues to deeper social change.
Cynthia Schneider | Speaker | TED.com