TED2009
Renny Gleeson: Our antisocial phone tricks
Renny Gleeson o asocijalnim trikovima na telefonu
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U ovom zabavnom (i zapravo oštrom) trominutnom govoru, socijalni strateg Renny Gleeson slama naš uvijek-u-tijeku društveni svijet, gdje je iskustvo koje trenutno doživljavamo manje zanimljivo od onoga što ćemo o njemu kasnije tweetati.
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:12
What I wanted to talk to you about today is two things:
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Danas bih želio govoriti o dvijema stvarima:
00:15
one, the rise of a culture of availability;
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prvo, napredak kulture dostupnosti,
00:18
and two, a request.
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i drugo, jedan zahtjev.
00:21
So we're seeing a rise of this availability
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Vidimo rast dostupnosti
00:23
being driven by mobile device proliferation,
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koju pokreće rastuće posjedovanje mobitela,
00:26
globally, across all social strata.
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globalno, kroz sve društvene slojeve.
00:28
We're seeing, along with that proliferation of mobile devices,
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Vidimo, zajedno s rastom ljudi koji posjeduju mobilne uređaje,
00:31
an expectation of availability.
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očekivanje dostupnosti.
00:33
And, with that, comes the third point,
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I, s time, dolazimo do treće poante,
00:35
which is obligation -- and an obligation to that availability.
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a to je obveza -- obveza stalnoj dostupnosti.
00:38
And the problem is, we're still working through,
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A problem je, na kojem još uvijek radimo,
00:41
from a societal standpoint,
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s društvene točke gledišta,
00:43
how we allow people to be available.
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kako dopuštamo ljudima da budu dostupni.
00:46
There's a significant delta, in fact,
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Postoji značajna delta (razilaženje), u činjenici,
00:48
between what we're willing to accept.
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između onoga što smo spremni prihvatiti --
00:50
Apologies to Hans Rosling --
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isprike Hansu Roslingu.
00:51
he said anything that's not using real stats is a lie --
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On je rekao kako je laž sve što ne koristi stvarne podatke --
00:54
but the big delta there
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ali veliko razilaženje ovdje
00:56
is how we deal with this from a public standpoint.
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je kako se ponašamo prema tome s javne točke gledišta.
00:59
So we've developed certain tactics and strategies
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Tako smo razvili određene taktike i strategije
01:02
to cover up.
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kako bi se prikrili.
01:04
This first one's called "the lean."
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Prva se naziva "mršava".
01:06
And if you've ever been in a meeting where you play sort of meeting "chicken,"
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I ako ste ikada bili na sastanku gdje ste glumili "kokoš",
01:09
you're sitting there, looking at the person, waiting for them to look away,
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sjedite tamo, gledate u osobu, čekajući da se ta osoba okrene,
01:12
and then quickly checking the device.
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i onda brzo provjeravate uređaj.
01:14
Although you can see the gentleman up on the right is busting him.
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Premda se ovdje vidi kako ga je gospodin s gornje desne strane uhvatio.
01:17
"The stretch."
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"Istezanje"
01:18
OK, the gentleman on the left is saying, "Screw you,
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OK, gospodin s lijeve strane kaže, "Nosi se,
01:21
I'm going to check my device."
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provjeriti ću svoj uređaj."
01:23
But the guy, here, on the right,
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Ali dečko, ovdje, s desna,
01:25
he's doing the stretch.
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on izvodi istezanje.
01:27
It's that reeeee-e-e-each out, the physical contortion
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To je ono proo-teee-zaa-njeee, fizička iskrivljenost
01:29
to get that device just below the tabletop.
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kako biste prenijeli uređaj tik ispod stola.
01:31
Or, my favorite, the "Love you; mean it."
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Ili, moje omiljeno, "Volim te; mislim to."
01:34
(Laughter)
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(Smijeh)
01:36
Nothing says "I love you"
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Ništa ne govori, "Volim te"
01:38
like "Let me find somebody else I give a damn about."
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poput "Daj da pronađem nekog drugog do koga mi je stalo."
01:40
Or, this one, coming to us from India.
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Ili, ovo, dolazi iz Indije.
01:42
You can find this on YouTube,
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Možete je pronaći na YouTube,
01:44
the gentleman who's recumbent on a motorcycle
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gospodin koji leži na motociklu
01:46
while text messaging.
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dok šalje smsove.
01:47
Or what we call the "sweet gravy, stop me before I kill again!"
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Ili ono što nazivamo "dragi bože, zaustavi me prije nego što opet nekoga ubijem!"
01:51
That is actually the device.
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Ovo je u stvari uređaj.
01:54
What this is doing is, we find a --
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Ono što radi jest, nalazimo --
01:56
(Laughter)
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(Smijeh)
01:58
a direct collision --
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direktni sraz --
02:02
we find a direct collision between availability --
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pronađemo direktni sraz između dostupnosti --
02:05
and what's possible through availability --
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i onoga što je moguće kroz dostupnost --
02:08
and a fundamental human need -- which we've been hearing about a lot, actually --
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i osnovne ljudske potrebe -- o kojoj smo puno slušali --
02:11
the need to create shared narratives.
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potrebe da se kreiraju zajedničke priče.
02:15
We're very good at creating personal narratives,
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Mi smo jako dobri u stvaranju osobnih priča,
02:18
but it's the shared narratives that make us a culture.
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ali nas zajedničke priče koje nas čine kulturom.
02:21
And when you're standing with someone,
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I kada stojite s nekim,
02:24
and you're on your mobile device,
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i koristite mobilni uređaj
02:26
effectively what you're saying to them is,
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efektivno ono što im govorite jest,
02:28
"You are not as important as, literally,
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"Nisi toliko važan kao, doslovno,
02:31
almost anything that could come to me through this device."
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gotovo sve što je moglo doći do mene preko ovog uređaja."
02:34
Look around you.
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Pogledajte oko sebe.
02:37
There might be somebody on one right now,
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Možda postoji netko tko upravo sada,
02:39
participating in multi-dimensional engagement.
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učestvuje u multi-dimenzionalnom angažmanu.
02:42
(Laughter)
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(Smijeh)
02:44
Our reality right now is less interesting
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Naša stvarnost sada je manje interesantna
02:47
than the story we're going to tell about it later.
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od priče koju ćemo o njoj kasnije ispričati.
02:50
This one I love.
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Ovu volim.
02:52
This poor kid, clearly a prop --
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Jadno dijete, očigledno je potpora --
02:54
don't get me wrong, a willing prop --
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nemojte me krivo shvaiti, voljna potpora --
02:56
but the kiss that's being documented kind of looks like it sucks.
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ali poljubac koji je dokumentiran izgleda nekako bezveze.
02:59
This is the sound of one hand clapping.
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Ovo je zvuk jedne ruke koja plješće.
03:02
So, as we lose the context of our identity,
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Dakle, dok gubimo kontekst našeg identiteta,
03:06
it becomes incredibly important
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postaje nam izuzetno važno
03:09
that what you share becomes the context of shared narrative,
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da ono što dijelimo postaje kontekst podijeljene priče,
03:12
becomes the context in which we live.
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postaje kontekst unutar kojeg živimo.
03:14
The stories that we tell -- what we push out --
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Priče koje pričamo -- ono što izbacujemo --
03:17
becomes who we are.
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postaje ono što jesmo.
03:19
People aren't simply projecting identity,
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Mi jednostavno projeciramo identitet,
03:21
they're creating it.
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oni ga stvaraju.
03:23
And so that's the request I have for everybody in this room.
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A zahtjev koji imam za sve u ovoj dvorani.
03:25
We are creating the technology
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Stvaramo tehnologiju
03:26
that is going to create the new shared experience,
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koja će stvoriti novo podijeljeno iskustvo,
03:28
which will create the new world.
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koje će stvoriti novi svijet.
03:30
And so my request is,
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Moj zahtjev je,
03:32
please, let's make technologies
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molim vas, stvarajmo tehnologije
03:34
that make people more human,
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koje će učiniti ljude humanijima,
03:36
and not less.
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a ne manje humanima.
03:38
Thank you.
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Hvala vam.
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com