TED2010
Jonathan Klein: Photos that changed the world
Jonathan Klein: Fotografije koje su promijenile svijet
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Fotografije su više od dokumetiranja povijesti -- one je stvaraju. Na TED Sveučilištu, Jonathan Klein iz tvrtke Getty Images prikazuje neke od najlegendarnijih i govori o tome što se događa kada generacija vidi fotografiju toliko moćnu da ne može skrenuti pogled -- ili okrenuti leđa.
Jonathan Klein - Executive
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class. Full bio
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class. Full bio
Double-click the English transcript below to play the video.
00:15
In my industry,
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U mom poslu,
00:17
we believe that images can change the world.
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vjerujemo kako fotografije mogu promijeniti svijet.
00:20
Okay, we're naive, we're bright-eyed and bushy-tailed.
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Ok, naivni smo, mi smo bistri i hitri.
00:23
The truth is that we know that the
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Istina je da znamo kako
00:25
images themselves don't change the world,
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fotografije same po sebi ne mijenjaju svijet,
00:27
but we're also aware that, since the beginning of photography,
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ali smo također svjesni, da su od nastanka fotografije,
00:30
images have provoked reactions in people,
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one izazivale reakciju kod ljudi,
00:33
and those reactions have caused change to happen.
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i te reakcije su dovele do promjene.
00:36
So let's begin with a group of images.
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Hajde da počnemo sa grupom fotografija.
00:39
I'd be extremely surprised
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Bio bih ekstremno iznenađen
00:41
if you didn't recognize many or most of them.
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kada ne biste prepoznali mnoge ili većinu njih.
00:44
They're best described as iconic:
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One se najbolje opisuju kao legendarne,
00:46
so iconic, perhaps, they're cliches.
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toliko legendarne, da su možda i kliše.
00:49
In fact, they're so well-known
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Ustvari, one su toliko poznate
00:51
that you might even recognize them
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da ćete ih prepoznati i
00:53
in a slightly or somewhat different form.
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u malo drugačijem obliku.
00:57
(Laughter)
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(Smijeh)
01:00
But I think we're looking for something more.
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Ali ja mislim da tražimo nešto više.
01:02
We're looking for something more.
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Tragamo za nečim više.
01:04
We're looking for images that shine
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Tražimo fotografije koje sjaje
01:06
an uncompromising light on crucial issues,
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beskompromisnim svjetlom na ključna pitanja,
01:09
images that transcend borders, that transcend religions,
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fotografije koje prijelaze granice, nadilaze religije,
01:12
images that provoke us
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fotografije koje nas izazivaju
01:14
to step up and do something --
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da iskoračimo i učinimo nešto,
01:16
in other words, to act.
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drugim riječima, da djelujemo.
01:18
Well, this image you've all seen.
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Pa, ovu fotografiju ste svi vidjeli.
01:21
It changed our view of the physical world.
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Promijenila je naš pogled na fizički svijet.
01:23
We had never seen our planet from this perspective before.
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Nikada ranije nismo vidjeli naš planet iz ove perspektive.
01:26
Many people credit
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Mnogi ljudi smatraju
01:28
a lot of the birth of the environmental movement
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da su mnogi ekološki pokreti nastali
01:30
to our seeing the planet like this
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kada smo vidjeli našu planetu
01:32
for the first time --
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po prvi put na ovaj način,
01:34
its smallness, its fragility.
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njenu sićušnost, njenu krhkost.
01:37
Forty years later, this group, more than most,
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40 godina kasnije, ova skupina, više nego ostale,
01:40
are well aware of the destructive power
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vrlo je svjesna destruktivne moći
01:42
that our species can wield over our environment.
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koju naša vrsta može imati nad našom okolinom.
01:45
And at last, we appear to be doing something about it.
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I na kraju, izgleda da radimo nešto po tom pitanju.
01:49
This destructive power takes many different forms.
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Ova destruktivna moć ima različite oblike.
01:52
For example, these images taken by Brent Stirton
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Primjerice, ove fotografije koje je napravio Brent Stirton
01:55
in the Congo.
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u Kongu,
01:57
These gorillas were murdered, some would even say crucified,
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ove gorile su ubijene, neki bi čak rekli razapete,
02:00
and unsurprisingly,
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i ne iznenađujuće,
02:02
they sparked international outrage.
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izazvale su međunarodni bijes.
02:04
Most recently,
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Nedavno
02:06
we've been tragically reminded of the destructive power of nature itself
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nas je sama priroda tragično podsjetila na svoju razornu moć
02:09
with the recent earthquake in Haiti.
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s nedavnim potresom u Haitiju.
02:12
Well, I think what is far worse
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Mislim da je mnogo gora
02:15
is man's destructive power over man.
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destruktivna moć čovjeka nad drugim čovjekom.
02:17
Samuel Pisar, an Auschwitz survivor, said,
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Samuel Pisar, preživjeli iz Auschwitza je rekao,
02:20
and I'll quote him,
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i citirat ću ga,
02:22
"The Holocaust teaches us that nature,
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"Holokaust nas uči kako je priroda,
02:24
even in its cruelest moments,
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čak i u svojim najtežim trenucima,
02:27
is benign in comparison with man,
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benigna u usporedbi s čovjekom,
02:30
when he loses his moral compass and his reason."
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kada izgubi svoj moralni kompas i svoj razum."
02:33
There's another kind of crucifixion.
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Postoji još jedna vrsta raspela.
02:36
The horrifying images from Abu Ghraib
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Užasavajuće fotografije iz Abu Ghraiba
02:38
as well as the images from Guantanamo
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kao i fotografije iz Guantanama
02:40
had a profound impact.
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imale su duboki utjecaj.
02:42
The publication of those images,
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Objavljivanje tih fotografija,
02:44
as opposed to the images themselves,
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za razliku od samih slika,
02:46
caused a government to change its policies.
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izazvalo je vladu da promijeni svoju politiku.
02:49
Some would argue that it is those images
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Neki tvrde kako su te fotografije
02:51
that did more to fuel the insurgency in Iraq
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dolile više ulja na vatru kod pobunjenika u Iraku
02:54
than virtually any other single act.
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nego bilo koji drugi pojedinačni čin.
02:56
Furthermore, those images forever removed
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Osim toga, te fotografije su zauvijek uklonile
02:59
the so-called moral high ground of the occupying forces.
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takozvanu visoku moralnost okupatora.
03:02
Let's go back a little.
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Vratimo se malo unatrag.
03:04
In the 1960s and 1970s,
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Tijekom 1960-ih i 1970-ih,
03:06
the Vietnam War was basically shown
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rat u Vijetnamu se praktično prikazivao
03:08
in America's living rooms day in, day out.
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po cijeli dan u američkim dnevnim sobama.
03:10
News photos brought people face to face
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Nove fotografije su suočile ljude
03:13
with the victims of the war: a little girl burned by napalm,
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sa žrtvama rata, mala djevojčica gori od napalma,
03:17
a student killed by the National Guard
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student ubijen od strane Nacionalne garde
03:19
at Kent State University in Ohio during a protest.
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na Kent sveučilištu u Ohiu za vrijeme prosvjeda.
03:22
In fact, these images became
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Ustvari, ove fotografije su postale
03:24
the voices of protest themselves.
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glas protesta same po sebi.
03:26
Now, images have power
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Sada, fotografije imaju snagu
03:28
to shed light of understanding
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da svjetlo razumijevanja
03:30
on suspicion, ignorance,
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usmjere na sumnju, neznanje,
03:32
and in particular -- I've given a lot of talks on this
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a naročito -- držao sam dosta govora o ovome
03:34
but I'll just show one image --
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ali pokazat ću vam samo jednu fotografiju --
03:37
the issue of HIV/AIDS.
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na pitanja HIVa / SIDE.
03:40
In the 1980s, the stigmatization of people with the disease
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Tijekom 1980-ih stigmatizacija ljudi sa ovom bolešću je
03:43
was an enormous barrier
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bila ogromna prepreka
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to even discussing or addressing it.
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za pričanje ili njeno spominjanje.
03:47
A simple act, in 1987, of the most famous woman in the world,
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Jednostavan čin, 1987., najpoznatije žene na svijetu,
03:50
the Princess of Wales, touching
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princeze od Walesa, dodirivanje
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an HIV/AIDS infected baby
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bebe zaražene HIV-om,
03:54
did a great deal, especially in Europe, to stop that.
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predstavljalo je veliku stvar, posebno u Europi, da se s tim prestane.
03:57
She, better than most, knew the power of an image.
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Ona je, bolje od drugih, znala moć fotografije.
04:01
So when we are confronted by a powerful image,
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Kada smo suočeni s moćnom fotografijom,
04:03
we all have a choice:
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svi imamo izbor.
04:05
We can look away, or we can address the image.
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Možemo skrenuti pogled ili možemo ukazati na problem.
04:08
Thankfully, when these photos appeared in
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Srećom, kada su se ove fotografije pojavile
04:10
The Guardian in 1998,
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u Guardianu 1998.,
04:12
they put a lot of focus and attention and, in the end, a lot of money
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stavile su u fokus i dale puno pažnje, a na kraju i mnogo novca,
04:15
towards the Sudan famine relief efforts.
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na trud ne bi li se smanjila glad u Sudanu.
04:17
Did the images change the world?
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Jesu li ove fotografije promijenile svijet?
04:19
No, but they had a major impact.
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Ne, ali su imale veliki utjecaj.
04:22
Images often push us to question our core beliefs
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Fotografije nas često tjeraju da preispitamo svoja osnovna uvjerenja
04:24
and our responsibilities to each other.
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i našu odgovornost jednih prema drugima.
04:27
We all saw those images after Katrina,
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Svi smo vidjeli fotografije nakon Katrine,
04:29
and I think for millions of people
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i mislim kako su one imale, na milijune ljudi,
04:31
they had a very strong impact.
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vrlo snažan utjecaj,
04:33
And I think it's very unlikely
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i mislim kako je malo vjerojatno
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that they were far from the minds of Americans
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da su bile daleko od svijesti Amerikanaca
04:37
when they went to vote in November 2008.
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kada su išli glasati u studenom 2008.
04:41
Unfortunately, some very important images
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Nažalost, neke vrlo važne fotografije se
04:44
are deemed too graphic or disturbing for us to see them.
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smatraju previše eksplicitnim ili uznemiravajućim da bismo ih vidjeli.
04:48
I'll show you one photo here,
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Pokazat ću vam jednu fotografiju,
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and it's a photo by Eugene Richards of an Iraq War veteran
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to je fotografija Eugena Richardsa iračkog ratnog veterana
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from an extraordinary piece of work,
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dio izvanrednog djela,
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which has never been published, called War Is Personal.
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koje nikada nije objavljeno, nazvano "Rat je osoban."
04:58
But images don't need to be graphic
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Ali fotografije ne moraju biti eksplicitne
05:00
in order to remind us of the tragedy of war.
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kako bi nas podsjetile na ratnu tragediju.
05:02
John Moore set up this photo at Arlington Cemetery.
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John Moore je postavio ovu fotografiju na Arlington groblju.
05:05
After all the tense moments of conflict
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Poslije svih napetih trenutaka sukoba,
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in all the conflict zones of the world,
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u svim konfliktnim zonama u svijetu,
05:10
there's one photograph from a much quieter place
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postoji jedna fotografija s puno mirnijeg mjesta
05:13
that haunts me still, much more than the others.
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koja me još uvijek proganja, više nego ostale.
05:17
Ansel Adams said, and I'm going to disagree with him,
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Ansel Adams je rekao, i ne slažem se s njim,
05:20
"You don't take a photograph, you make it."
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"Vi ne slikate fotografiju, vi je napravite."
05:23
In my view, it's not the photographer who makes the photo,
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S moje točke gledišta, nije fotograf taj koji pravi fotografiju,
05:25
it's you.
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to ste vi.
05:27
We bring to each image
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Mi dodajemo svakoj fotografiji
05:29
our own values, our own belief systems,
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svoje osobne vrijednosti, naš osobni sustav vjerovanja,
05:31
and as a result of that, the image resonates with us.
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i kao rezultat toga, fotografija se odnosi na nas.
05:34
My company has 70 million images.
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Moje poduzeće ima 70 milijuna fotografija.
05:36
I have one image in my office.
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Ja imam jednu u mom uredu.
05:39
Here it is.
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Evo je.
05:41
I hope that the next time you see
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Nadam se da ćete sljedeći put kad vidite
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an image that sparks something in you,
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fotografiju koja nešto potakne u vama,
05:45
you'll better understand why,
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bolje razumjeti zašto,
05:47
and I know that speaking to this audience,
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i znam da, govoreći ovoj publici,
05:50
you'll definitely do something about it.
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da ćete definitivno učiniti nešto povodom toga.
05:52
And thank you to all the photographers.
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I hvala svim fotografima.
05:54
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Jonathan Klein - ExecutiveJonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class.
Why you should listen
Even if you're an infrequent (or less sporty) user of the World Wide Web, chances are the last time you logged on -- perhaps on the very last page you visited -- you've come across an image sourced from stock photo agency Getty Images. Photos and illustrations from Getty can be found everywhere, for just about every purpose you can imagine. It shouldn't surprise you that Getty began in the Internet age, leaving print-era agencies in the dust by using Internet and CD-ROM distribution since day one.
Jonathan Klein, Getty's co-founder (along with Mark Getty) and the current CEO, helped drive its success over the past 15 years. He led it during its aggressive archive acquisition campaign through the '90s and now in the 2000s, adding to its formidable collection of editorial photos, footage and music. But his business skill is only part of his story; to hear Klein talk, one is quick to catch his passionate enthusiasm for the power of images -- not only to document moments in our lives and in history, not just to sell products or turn over PR campaigns -- but to shift public opinion and, perhaps, make the world more just.
Klein serves on the board of the Business Coalition on HIV/AIDS and on the board of Real Networks (media software company and creator of the popular RealPlayer).
Jonathan Klein | Speaker | TED.com