TED@Intel
Maria Bezaitis: Why we need strangeness
Maria Bezaitis: Iznenađujuća potreba za stranošću
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U našem digitalnom svijetu, socijalni odnosi postali su posredovani podacima. Bez da smo toga uopće svjesni – postavljamo barikade prema onome što nam je strano – ljudima i idejama koje se ne uklapaju u obrasce onoga što nam je već poznato, što nam se sviđa i gdje smo već bili. Poziv za tehnologiju da nam dostavi ono što trebamo i koga trebamo, čak i ako je nepoznato. (Snimano na TED@Intel.)
Maria Bezaitis - Computer engineer
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
Double-click the English transcript below to play the video.
00:12
"Don't talk to strangers."
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''Ne razgovaraj s neznancima.''
00:16
You have heard that phrase uttered
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Desetljećima vam to ponavljaju
00:18
by your friends, family, schools and the media for decades.
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vaši prijatelji, obitelj, škola i mediji.
00:22
It's a norm. It's a social norm.
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To je norma. To je društvena norma.
00:25
But it's a special kind of social norm,
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No, to je posebna vrsta društvene norme,
00:27
because it's a social norm that wants to tell us
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jer to je društvena norma koja nam kaže
00:30
who we can relate to and who we shouldn't relate to.
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s kime možemo, a s kime ne bismo
trebali uspostavljati odnos.
trebali uspostavljati odnos.
00:34
"Don't talk to strangers" says,
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''Ne razgovaraj s neznancima." znači:
00:37
"Stay from anyone who's not familiar to you.
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''Kloni se svih onih koji ti nisu poznati.
00:41
Stick with the people you know.
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Drži se ljudi koje poznaješ.
00:43
Stick with people like you."
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Drži se ljudi sličnih sebi.''
00:46
How appealing is that?
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Koliko je to privlačno?
00:49
It's not really what we do, is it, when we're at our best?
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Tako se ne ponašamo kad se
dobro osjećamo, zar ne?
dobro osjećamo, zar ne?
00:52
When we're at our best, we reach out to people
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Kad se dobro osjećamo,
uspostavljamo komunikaciju s ljudima
uspostavljamo komunikaciju s ljudima
00:55
who are not like us,
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koji se od nas razlikuju,
00:56
because when we do that, we learn from people
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jer, kad to činimo, učimo od ljudi
00:59
who are not like us.
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koji nisu poput nas.
01:01
My phrase for this value of being with "not like us"
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Moj izraz za ovaj oblik bivanja
s onima ''koji nisu poput nas''
s onima ''koji nisu poput nas''
01:06
is "strangeness,"
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jest ''neznanstvo''.
01:07
and my point is that in today's digitally intensive world,
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Ono što želim istaknuti jest da u
današnjem digitalno intenzivnom svijetu
današnjem digitalno intenzivnom svijetu
01:11
strangers are quite frankly not the point.
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neznanci, iskreno govoreći, nisu bitni.
01:15
The point that we should be worried about is,
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Ono o čemu bismo trebali misliti jest
01:17
how much strangeness are we getting?
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koliko "neznanstva" dobivamo?
01:20
Why strangeness? Because our social relations
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Čemu "neznanstvo"?
Stoga što su naši socijalni odnosi
Stoga što su naši socijalni odnosi
01:23
are increasingly mediated by data,
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sve više posredovani podacima,
01:26
and data turns our social relations into digital relations,
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a podaci mijenjaju naše
socijalne odnose u digitalne odnose.
socijalne odnose u digitalne odnose.
01:30
and that means that our digital relations
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To znači da naši digitalni odnosi
01:32
now depend extraordinarily on technology
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sad jako ovise o tehnologiji
01:36
to bring to them a sense of robustness,
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koja im donosi osjećaj punine i cjelovitosti,
01:39
a sense of discovery,
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osjećaj otkrivanja,
01:41
a sense of surprise and unpredictability.
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osjećaj iznenađenja i nepredvidivosti.
01:44
Why not strangers?
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Zašto ne neznanci?
01:46
Because strangers are part of a world
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Zato što su neznanci dio svijeta
01:48
of really rigid boundaries.
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uistinu krutih okvira.
01:50
They belong to a world of people I know
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Oni pripadaju svijetu ljudi koje znam
01:53
versus people I don't know,
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nasuprot ljudima koje ne znam,
01:56
and in the context of my digital relations,
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a u kontekstu mojih digitalnih odnosa,
01:58
I'm already doing things with people I don't know.
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ja već koješta činim
s ljudima koje ne poznajem.
s ljudima koje ne poznajem.
02:02
The question isn't whether or not I know you.
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Pitanje nije poznajem li te ili ne.
02:06
The question is, what can I do with you?
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Pitanje je, što ja s tobom mogu činiti?
02:08
What can I learn with you?
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Što ja s tobom mogu naučiti?
02:11
What can we do together that benefits us both?
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Što možemo zajedno činiti,
a da nam oboma koristi?
a da nam oboma koristi?
02:15
I spend a lot of time thinking about
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Provodim mnogo vremena razmišljajući o tome
02:17
how the social landscape is changing,
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kako se socijalna okolina mijenja,
02:20
how new technologies create new constraints
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kako nove tehnologije konstruiraju nova ograničenja
02:23
and new opportunities for people.
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i nove mogućnosti za ljude.
02:25
The most important changes facing us today
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Najznačajnije promjene s kojima se danas susrećemo
02:28
have to do with data and what data is doing
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povezane su s podacima i onim što podaci čine
02:31
to shape the kinds of digital relations
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u oblikovanju određenih vrsta digitalnih odnosa
02:33
that will be possible for us in the future.
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koji će biti mogući za nas u budućnosti.
02:35
The economies of the future depend on that.
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Ekonomije budućnosti ovise o tome.
02:38
Our social lives in the future depend on that.
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Naši socijalni odnosi u budućnosti ovise o tome.
02:41
The threat to worry about isn't strangers.
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Prijetnja zbog koje se trebamo brinuti nisu stranci.
02:44
The threat to worry about is whether or not
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Prijetnja zbog koje se trebamo brinuti jest dobivamo li ili ne
02:46
we're getting our fair share of strangeness.
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fer udio stranosti.
02:49
Now, 20th-century psychologists and sociologists
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Sada, psiholozi i sociolozi 20. stoljeća
02:51
were thinking about strangers,
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razmišljali su o strancima,
02:53
but they weren't thinking so dynamically about human relations,
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no nisu razmišljali tako
dinamično o ljudskim odnosima,
dinamično o ljudskim odnosima,
02:56
and they were thinking about strangers
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te su razmišljali o strancima
02:58
in the context of influencing practices.
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u kontekstu utjecajnih praksi.
03:00
Stanley Milgram from the '60s and '70s,
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Stanley Milgram iz 60-ih i 70-ih,
03:03
the creator of the small-world experiments,
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kreator mali-svijet eksperimenata,
03:05
which became later popularized as six degrees of separation,
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koji su kasnije postali popularni
kao šest stupnjeva separacije,
kao šest stupnjeva separacije,
03:08
made the point that any two arbitrarily selected people
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i pokazali da postoji velika vjerojatnost da će
se bilo kojih dvoje arbitrarno odabranih osoba
se bilo kojih dvoje arbitrarno odabranih osoba
03:12
were likely connected from between five to seven intermediary steps.
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povezati u pet do sedam posredovanih koraka.
03:15
His point was that strangers are out there.
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Njegova poanta je bila da su stranci prisutni.
03:18
We can reach them. There are paths
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Možemo doći do njih. Postoje putovi
03:20
that enable us to reach them.
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koji nam omogućuju da dođemo do njih.
03:23
Mark Granovetter, Stanford sociologist, in 1973
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Mark Granovetter,
sociolog sa sveučilišta Stanford, 1973.
sociolog sa sveučilišta Stanford, 1973.
03:26
in his seminal essay "The Strength of Weak Ties,"
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u svom prvobitnom eseju ''Snaga slabih veza'',
03:29
made the point that these weak ties
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ističe da su te slabe veze
03:32
that are a part of our networks, these strangers,
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koje su dio naših mreža, ti stranci,
03:35
are actually more effective at diffusing information to us
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zapravo učinkovitiji u prenošenju informacija,
03:38
than are our strong ties, the people closest to us.
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nego što su tu naše jake veze,
ljudi koji su nam najbliži.
ljudi koji su nam najbliži.
03:42
He makes an additional indictment of our strong ties
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On dodatno optužuje naše jake veze
03:46
when he says that these people who are so close to us,
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kada kaže da ti ljudi koji su nam bliski,
03:48
these strong ties in our lives,
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te jake veze u našem životu,
03:50
actually have a homogenizing effect on us.
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zapravo imaju homogenizirajući učinak na nas.
03:54
They produce sameness.
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One stvaraju istovjetnost.
03:56
My colleagues and I at Intel have spent the last few years
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Moji kolege i ja smo na Intel-u
proveli zadnjih nekoliko godina
proveli zadnjih nekoliko godina
03:59
looking at the ways in which digital platforms
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u proučavanju načina na koje digitalne platforme
04:02
are reshaping our everyday lives,
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preoblikuju naše svakodnevne živote,
04:04
what kinds of new routines are possible.
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koje vrste novih rutina su moguće.
04:06
We've been looking specifically at the kinds
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Usmjerili smo se posebice na vrste
04:08
of digital platforms that have enabled us
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digitalnih platformi koje su nam omogućile
04:10
to take our possessions, those things that used to be
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da zauzmemo svoje posjede,
04:14
very restricted to us and to our friends in our houses,
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te stvari koje su nama i našim
prijateljima u našim domovima
prijateljima u našim domovima
04:17
and to make them available to people we don't know.
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bile vrlo ograničene, i na omogućavanje
da one postanu dostupne ljudima koje ne poznajemo.
da one postanu dostupne ljudima koje ne poznajemo.
04:20
Whether it's our clothes, whether it's our cars,
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Bez obzira radi li se o našoj odjeći,
bez obzira radi li se o našim automobilima,
bez obzira radi li se o našim automobilima,
04:23
whether it's our bikes, whether it's our books or music,
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bez obzira radi li se o našim biciklima,
bez obzira radi li se o našim knjigama ili glazbi,
bez obzira radi li se o našim knjigama ili glazbi,
04:26
we are able to take our possessions now
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u mogućnosti smo uzeti stvari koje posjedujemo
04:29
and make them available to people we've never met.
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i učiniti ih dostupnima ljudima
koje nikada nismo sreli.
koje nikada nismo sreli.
04:32
And we concluded a very important insight,
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I došli smo do vrlo važne spoznaje,
04:35
which was that as people's relationships
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a to je da kako se odnos ljudi
04:37
to the things in their lives change,
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prema stvarima u njihovim životima mijenja,
04:39
so do their relations with other people.
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tako se mijenjaju i njihovi odnosi s drugim ljudima.
04:43
And yet recommendation system
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Te ipak i sustav preporuka nakon što taj sustav
04:44
after recommendation system continues to miss the boat.
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kontinuirano propušta prilike.
04:49
It continues to try to predict what I need
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Nastavlja se pokušavati predvidjeti što ja trebam
04:51
based on some past characterization of who I am,
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na temelju neke prošle
karakterizacije onoga što ja jesam,
karakterizacije onoga što ja jesam,
04:54
of what I've already done.
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onoga što sam već učinio.
04:57
Security technology after security technology
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Sigurnosna tehnologija nakon sigurnosne tehnologije
04:59
continues to design data protection
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nastavlja dizajnirati zaštitu podataka
05:01
in terms of threats and attacks,
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u terminima prijetnji i napada,
05:04
keeping me locked into really rigid kinds of relations.
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držeći me zaključanog
u vrlo rigidnim vrstama odnosa.
u vrlo rigidnim vrstama odnosa.
05:07
Categories like "friends" and "family"
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Kategorije kao ''prijatelji'' i ''obitelj''
05:10
and "contacts" and "colleagues"
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i ''kontakti'' i ''kolege''
05:12
don't tell me anything about my actual relations.
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ne govore mi ništa o mojim stvarnim odnosima.
05:16
A more effective way to think about my relations
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Učinkovitiji način za razmišljanje o mojim odnosima
05:18
might be in terms of closeness and distance,
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mogao bi biti u terminima blizine i daljine,
05:21
where at any given point in time, with any single person,
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gdje u bilo kojem danom trenutku u vremenu,
sa svakom pojedinom osobom,
sa svakom pojedinom osobom,
05:25
I am both close and distant from that individual,
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ja sam jednako blizu i daleko od individue,
05:28
all as a function of what I need to do right now.
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a sve kao funkcija toga što
trebam činiti upravo sada.
trebam činiti upravo sada.
05:33
People aren't close or distant.
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Ljudi nisu bliski ili daleki.
05:35
People are always a combination of the two,
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Ljudi su uvijek kombinacija to dvoje,
05:38
and that combination is constantly changing.
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a ta kombinacija se neprestano mijenja.
05:42
What if technologies could intervene
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Što ako bi tehnologije mogle intervenirati
05:45
to disrupt the balance of certain kinds of relationships?
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na način da poremete
ravnotežu određenih vrsta odnosa?
ravnotežu određenih vrsta odnosa?
05:49
What if technologies could intervene
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Što ako bi mi tehnologije mogle pomoći
05:51
to help me find the person that I need right now?
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da nađem osobu koju sada trebam?
05:55
Strangeness is that calibration
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Stranost je ta kalibracija
05:57
of closeness and distance
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bliskosti i udaljenosti
06:00
that enables me to find the people that I need right now,
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koja mi omogućuje da
nađem osobe koje trebam upravo sada,
nađem osobe koje trebam upravo sada,
06:04
that enables me to find the sources of intimacy,
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koja mi omogućuje da nađem izvore intimnosti,
06:07
of discovery, and of inspiration that I need right now.
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otkrića, i inspiracije koju upravo sada trebam.
06:11
Strangeness is not about meeting strangers.
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Stranost nije susretanje stranaca.
06:13
It simply makes the point that we need
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Jednostavno daje poantu da trebamo
06:16
to disrupt our zones of familiarity.
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narušiti naše zone prisnosti.
06:19
So jogging those zones of familiarity is one way to think about strangeness,
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Dakle, stimuliranje ovih zona prisnosti jest
jedan način na koji možemo razmišljati o stranosti,
jedan način na koji možemo razmišljati o stranosti,
06:23
and it's a problem faced not just by individuals today,
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a to nije problem s kojim
se danas susreću samo individue,
se danas susreću samo individue,
06:25
but also by organizations,
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nego također i organizacije,
06:28
organizations that are trying to embrace massively new opportunities.
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organizacije koje pokušavaju
masovno prihvatiti nove mogućnosti.
masovno prihvatiti nove mogućnosti.
06:32
Whether you're a political party
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Bez obzira radi li se o političkoj stranci
06:34
insisting to your detriment on a very rigid notion
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inzistirajući na vlastitu štetu na vrlo rigidnim idejama
06:37
of who belongs and who does not,
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o tome tko pripada a tko ne.
06:39
whether you're the government
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Bez obzira radi li se o vladi
06:41
protecting social institutions like marriage
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koja štiti socijalne institucije kao što je brak
06:44
and restricting access of those institutions to the few,
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i ograničavajući pristup
tim institucijama samo nekima,
tim institucijama samo nekima,
06:48
whether you're a teenager in her bedroom
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bez obzira radi li se o tinejdžerici u svojoj sobi
06:50
who's trying to jostle her relations with her parents,
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koja pokušava gurati svoje odnose s roditeljima,
06:53
strangeness is a way to think about how we pave the way
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stranost je način za razmišljanje
o tome na koji način utrti put
o tome na koji način utrti put
06:56
to new kinds of relations.
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novim vrstama odnosa.
06:59
We have to change the norms.
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Moramo promijeniti norme.
07:02
We have to change the norms in order to enable
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Moramo promijeniti norme da bi mogli omogućiti
07:05
new kinds of technologies
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nove vrste tehnologija
07:07
as a basis for new kinds of businesses.
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kao osnovu za nove vrste tvrtki.
07:10
What interesting questions lie ahead for us
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Koje zanimljivo pitanje stoji pred nama
07:14
in this world of no strangers?
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u ovome svijetu u kojem nema stranaca?
07:16
How might we think differently about our relations with people?
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Kako bismo mogli razmišljati
drugačije o našim odnosima s ljudima?
drugačije o našim odnosima s ljudima?
07:20
How might we think differently about our relations
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Kako bismo mogli razmišljati
drugačije o svojim odnosima
drugačije o svojim odnosima
07:23
with distributed groups of people?
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s distribuiranim grupama ljudi?
07:25
How might we think differently about our relations with technologies,
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Kako bismo mogli razmišljati drugačije o našim odnosima s tehnologijama,
07:30
things that effectively become social participants
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stvarima koje su učinkovito postale socijalni sudionici
07:33
in their own right?
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sami po sebi.
07:35
The range of digital relations is extraordinary.
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Raspon digitalnih odnosa je izvanredan.
07:39
In the context of this broad range of digital relations,
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U kontekstu ovog širokog raspona digitalnih odnosa,
07:43
safely seeking strangeness might very well be
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sigurno tražena stranost mogla bi biti
07:46
a new basis for that innovation.
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nova osnova za tu inovaciju.
07:48
Thank you.
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Hvala vam.
07:50
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Maria Bezaitis - Computer engineerA principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models.
Why you should listen
Maria Bezaitis examines the social and cultural landscape, charting new directions for technology innovation within it. At Intel, her work focuses on personal data and how it develops relationally – and what this will mean in terms of new business models, the development of new devices and interfaces, and the creation of better security technologies.
Maria joined Intel in June 2006 to direct the People and Practices Research Group. She also played a leadership role at the cutting-edge social research and design organizations, E-Lab and Sapient Corporation. A longtime literature student, Bezaitis finished her Ph.D at Duke University in French Literature.
Maria Bezaitis | Speaker | TED.com