TED2010
Kirk Citron: And now, the real news
Kirk Citron: A sada, prave vesti
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Koliko će današnjih novinskih naslova biti bitno za 100 godina? Ili 1000? Kirk Citronov projekat "Duge Vesti" sakuplja priče koje neće biti bitne samo danas, već će odjekivati decenijama, čak i vekovima koji su pred nama. Na TED2010 pokazao je nekoliko naslova koji imaju potencijal da oblikuju našu budućnost.
Kirk Citron - Media expert
Kirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits. Full bio
Kirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits. Full bio
Double-click the English transcript below to play the video.
00:16
We are drowning in news.
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Mi se davimo u vestima.
00:19
Reuters alone puts out
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Samo Rojters objavi
00:21
three and a half million news stories a year.
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tri i po miliona vesti godišnje.
00:23
That's just one source.
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To je samo jedan izvor.
00:26
My question is: How many of those stories
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Moje pitanje je: Koliko će od tih vesti
00:28
are actually going to matter in the long run?
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zaista biti bitno na duge staze?
00:31
That's the idea behind The Long News.
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To je ideja koja se nalazi iza Dugih Vesti.
00:34
It's a project by The Long Now Foundation,
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Iza projekta stoji The Long Now Fondacija,
00:36
which was founded by TEDsters including
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koju su osnovali TEDsteri poput
00:38
Kevin Kelly and Stewart Brand.
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Kevina Kelija i Stjuarta Brenda.
00:40
And what we're looking for is news stories that might still matter
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Ono što mi tražimo su vesti koje će biti bitne
00:42
50 or 100 or 10,000 years from now.
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50 ili 100 ili 10.000 godina od danas.
00:46
And when you look at the news through that filter,
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Kada na vesti gledate kroz taj filter,
00:49
a lot falls by the wayside.
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mnoge postanu sporedne.
00:52
To take the top stories from the A.P. this last year,
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Ako pogledate top vesti A.P. za prošlu godinu:
00:55
is this going to matter in a decade?
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Da li će ovo biti bitno za 10 godina?
00:58
Or this?
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Ili ovo?
01:00
Or this?
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Ili ovo?
01:03
Really?
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Zaista?
01:05
Is this going to matter in 50 or 100 years?
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Da li će ovo biti bitno za 50 ili 100 godina?
01:09
Okay, that was kind of cool.
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Ok, ovo je bilo cool.
01:11
(Laughter)
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(Smeh)
01:13
But the top story of this past year was the economy,
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Ali glavna tema prošle godine bila je ekonomija.
01:15
and I'm just betting that, sooner or later,
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Kladim se da će, pre ili kasnije,
01:18
this particular recession is going to be old news.
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konkretno ova recesija biti stara vest.
01:21
So, what kind of stories might
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Pa kakve onda priče mogu
01:23
make a difference for the future?
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biti bitne i u budućnosti?
01:26
Well, let's take science.
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Uzmimo na primer medicinu.
01:29
Someday, little robots will go
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Jednog dana mali roboti će ići
01:31
through our bloodstreams fixing things.
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našim krvotocima i popravljati stvari.
01:33
That someday is already here if you're a mouse.
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Taj dan je sadašnjost, ako ste miš.
01:35
Some recent stories:
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Neke skorašnje vesti:
01:37
nanobees zap tumors with real bee venom;
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Nanomuve uklanjaju tumore koristeći otrov pravih muva.
01:40
they're sending genes into the brain;
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One šalju gene u mozak.
01:43
a robot they built that can crawl through the human body.
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[Oni su napravili robota] koji može da se kreće kroz ljudsko telo.
01:47
What about resources? How are we going to feed nine billion people?
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A šta sa resursima? Kako ćemo da nahranimo devet milijardi ljudi?
01:50
We're having trouble feeding six billion today.
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Danas je problem i šest milijardi prehraniti.
01:53
As we heard yesterday, there's over a billion people hungry.
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Kao što smo čuli juče, na svetu je više od milijardu gladnih.
01:56
Britain will starve without genetically modified crops.
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Britanija će izgladneti bez genetski modifikovane hrane.
02:00
Bill Gates, fortunately, has bet a billion on [agricultural] research.
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Bil Gejts je, srećom, uložio milijardu u razvoj agrikulture.
02:05
What about global politics?
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Šta sa globalnom politikom?
02:07
The world's going to be very different when and if China sets the agenda,
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Svet će biti mnogo drugačiji kada Kina bude postavljala uslove,
02:10
and they may.
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a to može da se desi.
02:12
They've overtaken the U.S. as the world's biggest car market,
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Pretekli su SAD kao najveće tržište automobila na svetu.
02:15
they've overtaken Germany as the largest exporter,
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Pretekli su Nemačku kao najvećeg izvoznika.
02:19
and they've started doing DNA tests on kids
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Počeli su sa DNK testovima sa decom
02:21
to choose their careers.
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da bi odredili njihove karijere.
02:24
We're finding all kinds of ways to push back the limits of what we know.
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Nalazimo mnogo načina da potisnemo granice onoga što znamo.
02:27
Some recent discoveries:
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Neka skorašnja otkrića:
02:29
There's an ant colony from Argentina that has now
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Postoji kolonija mrava iz Argentine koja se sada
02:31
spread to every continent but Antarctica;
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proširila na sve kontinente osim Antarktika.
02:35
there's a self-directed robot scientist that's made a discovery --
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Postoji potpuno samostalni robot naučnik koji je došao do otkrića.
02:38
soon, science may no longer need us,
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Uskoro, možda uopšte ne budemo potrebni nauci.
02:41
and life may no longer need us either;
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Možda ne budemo više potrebni ni životu.
02:43
a microbe wakes up after 120,000 years.
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Mikrob se probudio posle 120.000 godina.
02:46
It seems that with or without us,
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Izgleda da će sa nama ili bez nas
02:48
life will go on.
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život nastaviti da živi.
02:50
But my pick for the top Long News story of this past year
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Ali moj izbor za najbolju Dugu Vest godine
02:52
was this one: water found on the moon.
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je vest da je pronađena voda na Mesecu.
02:55
Makes it a lot easier to put a colony up there.
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To otkriće čini postavljanje kolonije tamo mnogo jednostavnijim.
02:58
And if NASA doesn't do it, China might,
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Ako NASA to ne bude uradila, Kina možda hoće,
03:00
or somebody in this room might write a big check.
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ili će neko od ljudi iz ove prostorije napisati veliki ček.
03:03
My point is this:
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Moja poenta je ovo:
03:05
In the long run, some news stories
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Na duge staze, neke vesti su
03:07
are more important than others.
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važnije od onih drugih.
03:09
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Kirk Citron - Media expertKirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits.
Why you should listen
Kirk Citron seems to have an innate understanding of all things media. He began his career in advertising at Ogilvy & Mather in New York, but soon started his own agency with Matt Haligman. Citron Haligman Bedecarré landed major clients and was named Adweek’s West Agency of the Year. Citron then transformed the company into AKQA -- a digital advertising agency that has won awards on both sides of the Atlantic with offices around the world.
Today, Citron continues to write and innovate. He is the editor of The Long News, finding news stories that will continue to matter as many as a thousand years from today, and consults for a number of non-profit organizations. He is also the author of the play But Not For Lunch, which has been staged at theaters in Maine, Miami and Pennsylvania.
Kirk Citron | Speaker | TED.com