TED@Cannes
Clay Shirky: How cognitive surplus will change the world
Clay Shirky: Kako će misaoni višak promijeniti svijet
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Clay Shirky promatra "misaoni višak" - zajednički posao na internetu koji radimo u slobodnim misaonim ciklusima. Dok smo zauzeti uređivanjem Wikipedije, stavljanjem sadržaja na Ushahidi (i da, stvaranjem LOLcats - smiješnih slika mačaka), gradimo bolji, kooperativniji svijet.
Clay Shirky - Social Media Theorist
Clay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications. Full bio
Clay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications. Full bio
Double-click the English transcript below to play the video.
00:16
The story starts in Kenya
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Priča počinje u Keniji
00:18
in December of 2007,
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u prosincu 2007.,
00:20
when there was a disputed presidential election,
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kada su bili sporni predsjednički izbori.
00:22
and in the immediate aftermath of that election,
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Kao izravan rezultat tih izbora
00:25
there was an outbreak of ethnic violence.
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došlo je do izbijanja etničkih sukoba.
00:27
And there was a lawyer in Nairobi, Ory Okolloh --
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U Nairobiju je bila i odvjetnica, Ory Okolloh --
00:30
who some of you may know from her TEDTalk --
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koju neki od vas možda znaju iz njezinog TED govora --
00:32
who began blogging about it on her site,
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koja je o tome počela pisati blog na svojoj internetskoj stranici
00:34
Kenyan Pundit.
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Kenyan Pundit (kenijski kritičar).
00:36
And shortly after the election and the outbreak of violence,
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I ubrzo nakon izbora i izbijanja nasilja,
00:39
the government suddenly imposed
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vlada je nametnula
00:41
a significant media blackout.
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značajnu blokadu medija.
00:43
And so weblogs went from being
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Tako su blogovi na internetu
00:45
commentary as part of the media landscape
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od komentatorskog dijela medijskog krajolika
00:47
to being a critical part of the media landscape
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postali kritični dio medijskog krajolika
00:50
in trying to understand where the violence was.
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u pokušaju razumijevanja gdje sa nasilje događalo.
00:53
And Okolloh solicited
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I Okolloh je molila
00:55
from her commenters
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od svojih komentatora
00:57
more information about what was going on.
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još informacija o tome što se događa.
00:59
The comments began pouring in,
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I komentari su počeli pristizati.
01:01
and Okolloh would collate them. She would post them.
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Okolloh bi ih uspoređivala i stavljala na internet.
01:03
And she quickly said, "It's too much.
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I ubrzo je rekla: "Ovo je previše.
01:05
I could do this all day every day
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Mogu to raditi cijeli dan, svaki dan
01:07
and I can't keep up.
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a ne mogu držati korak.
01:09
There is more information
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Ima više informacija
01:11
about what's going on in Kenya right now
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o tome što se upravo događa u Keniji
01:13
than any one person can manage.
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nego što jedna osoba može baratati.
01:15
If only there was a way to automate this."
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Kad bi barem postojao način da to automatiziramo."
01:17
And two programmers who read her blog
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Dva programera koji su pročitali njezin blog
01:19
held their hands up and said, "We could do that,"
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javili su se i rekli: "Mi bismo to mogli učiniti."
01:22
and in 72 hours, they launched Ushahidi.
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I u 72 sata, pokrenuli su Ushahidi.
01:25
Ushahidi -- the name means "witness"
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Ushahidi - znači "svjedok"
01:27
or "testimony" in Swahili --
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ili "dokaz" na svahili jeziku -
01:29
is a very simple way of taking reports from the field,
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vrlo je jednostavan način uzimanja izvještaja s terena,
01:32
whether it's from the web or, critically,
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bilo s interneta ili, ključno,
01:35
via mobile phones and SMS,
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putem mobitela i SMS-a,
01:37
aggregating it and putting it on a map.
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grupiranje izvještaja i stavljanje na kartu.
01:40
That's all it is, but that's all that's needed
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I to je suština, ali to je i sve što je potrebno.
01:42
because what it does is it takes the tacit information
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Jer ono što radi je uzimanje prešutnih informacija
01:45
available to the whole population --
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dostupnih cijelom stanovništvu -
01:47
everybody knows where the violence is,
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svi znaju gdje je nasilje,
01:49
but no one person knows what everyone knows --
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samo nitko ne zna da svi znaju -
01:52
and it takes that tacit information
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i Ushahidi uzima te prešutne informacije
01:54
and it aggregates it,
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i gomila ih,
01:56
and it maps it and it makes it public.
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stavlja na kartu i čini javnima.
01:58
And that, that maneuver
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I taj manevar
02:00
called "crisis mapping,"
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nazvan "mapiranje krize"
02:02
was kicked off in Kenya
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započeo je u Keniji
02:05
in January of 2008.
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u siječnju 2008.
02:07
And enough people looked at it and found it valuable enough
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I dovoljno ljudi ga je gledalo i smatralo dovoljno vrijednim
02:10
that the programmers who created Ushahidi
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da su programeri koji su kreirali Ushahidi,
02:12
decided they were going to make it open source
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odlučili učiniti program javno dostupnim
02:14
and turn it into a platform.
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i pretvoriti ga u platformu.
02:16
It's since been deployed in Mexico
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Od tada bio je upotrebljen u Meksiku
02:18
to track electoral fraud.
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za praćenje prevara na izborima.
02:20
It's been deployed in Washington D.C. to track snow cleanup.
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Upotrijebljen je u Washingtonu za praćenje čišćenja snijega.
02:23
And it's been used most famously in Haiti
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I slavno je upotrijebljen na Haitiju
02:25
in the aftermath of the earthquake.
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na posljedicama potresa.
02:28
And when you look at the map
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Ako pogledate na kartu
02:30
now posted on the Ushahidi front page,
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stavljenu na prvu stranicu Ushahidija,
02:32
you can see that the number of deployments in Ushahidi
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možete vidjeti kako se upotreba Ushahidija
02:34
has gone worldwide, all right?
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proširila po svijetu, je li tako?
02:37
This went from a single idea
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To je krenulo od jedne ideje
02:39
and a single implementation
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i jedne provedbe
02:41
in East Africa in the beginning of 2008
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u istočnoj Africi početkom 2008.
02:44
to a global deployment
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do globalne upotrebe
02:46
in less than three years.
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u manje od tri godine.
02:49
Now what Okolloh did
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To što je Okolloh učinila,
02:52
would not have been possible
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ne bi bilo moguće
02:54
without digital technology.
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bez digitalne tehnologije.
02:57
What Okolloh did would not have been possible
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Što je Okolloh učinila, ne bi bilo moguće
03:00
without human generosity.
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bez ljudske velikodušnosti.
03:02
And the interesting moment now,
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I zanimljiv trenutak,
03:04
the number of environments
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broj sredina
03:06
where the social design challenge
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s izazovima društvenog organiziranja
03:08
relies on both of those things being true.
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oslanja se na istinitost obje ove činjenice.
03:11
That is the resource that I'm talking about.
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To je resurs o kojem govorim.
03:14
I call it cognitive surplus.
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I zovem ga misaoni višak.
03:16
And it represents the ability
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I predstavlja mogućnost
03:18
of the world's population
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svjetskog stanovništva
03:20
to volunteer and to contribute and collaborate
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da volontira, doprinosi i surađuje
03:23
on large, sometimes global, projects.
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na velikim, ponekad svjetskim, projektima.
03:26
Cognitive surplus is made up of two things.
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Misaoni višak sastoji se od dvije stvari.
03:28
The first, obviously, is the world's free time and talents.
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Prvi, očito, svjetsko slobodno vrijeme i talent.
03:31
The world has over
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Svijet ima preko
03:33
a trillion hours a year
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bilijun sati na godinu
03:36
of free time
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slobodnog vremena
03:38
to commit to shared projects.
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za posvetiti zajedničkim projektima.
03:40
Now, that free time existed in the 20th century,
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Sad, to slobodno vrijeme postojalo je u 20. stoljeću,
03:42
but we didn't get Ushahidi in the 20th century.
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ali u 20. stoljeću nismo imali Ushahidi.
03:45
That's the second half of cognitive surplus.
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To je druga polovica misoanog viška.
03:47
The media landscape in the 20th century
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Medijski krajolik u 20. stoljeću
03:49
was very good at helping people consume,
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bio je dobar u pomaganju ljudima da troše.
03:52
and we got, as a result,
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I postali smo, kao rezultat toga,
03:54
very good at consuming.
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jako dobri u trošenju.
03:56
But now that we've been given media tools --
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Ali sad kad su nam dani medijski alati -
03:58
the Internet, mobile phones -- that let us do more than consume,
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internet, mobiteli - koji nam dozvoljavaju više nego samo trošiti,
04:01
what we're seeing is that people weren't couch potatoes
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vidimo da mi ljudi nismo lijeni i neaktivni
04:04
because we liked to be.
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jer to želimo biti,
04:06
We were couch potatoes because that was
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već zato što je to bila
04:08
the only opportunity given to us.
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jedina mogućnost koja nam je dana.
04:10
We still like to consume, of course.
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I dalje volimo konzumirati, naravno.
04:12
But it turns out we also like to create,
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Ali ispada da također volimo i kreirati,
04:14
and we like to share.
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volimo i dijeliti.
04:17
And it's those two things together --
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I te dvije stvari zajedno -
04:19
ancient human motivation
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drevna ljudska motivacija
04:21
and the modern tools to allow that motivation
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i suvremeni alati koji dozvoljavaju toj motivaciji
04:23
to be joined up in large-scale efforts --
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da se ujedini u trud velikih razmjera -
04:26
that are the new design resource.
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to je resurs novog stvaranja.
04:29
And using cognitive surplus,
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Korištenjem misaonog viška
04:31
we're starting to see truly incredible experiments
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počinjemo vidjeti stvarno nevjerojatne pokušaje
04:34
in scientific, literary,
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znanstvenih, literarnih,
04:36
artistic, political efforts.
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umjetničkih i političkih nastojanja.
04:39
Designing.
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Stvaranje.
04:41
We're also getting, of course, a lot of LOLcats.
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Naravno, također dobivamo i puno smiješnih slika mačaka (LOLcats).
04:44
LOLcats are cute pictures of cats
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LOLcats su slatke slike mačaka
04:46
made cuter with the addition of cute captions.
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učinjene još slađima dodatkom slatkih natpisa.
04:49
And they are also
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One su također dio
04:51
part of the abundant media landscape we're getting now.
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učestalog medijskog krajolika koji sada dobivamo.
04:54
This is one of the participatory --
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To je jedan od modela -
04:56
one of the participatory models
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sudjelovanja
04:58
we see coming out of that, along with Ushahidi.
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koji nam dolaze iz njega zajedno s Ushahidijem.
05:01
Now I want to stipulate, as the lawyers say,
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Sada želim postaviti za uvjet, kako odvjetnici kažu,
05:03
that LOLcats are the stupidest possible
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da su LOLcats najgluplji mogući
05:05
creative act.
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kreativni čin.
05:07
There are other candidates of course,
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Postoje i drugi kandidati, naravno,
05:09
but LOLcats will do as a general case.
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ali LOLcats će poslužiti kao generalni primjer.
05:12
But here's the thing:
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U ovome je stvar.
05:14
The stupidest possible creative act
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I najgluplji mogući kreativni čin
05:16
is still a creative act.
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još uvijek je kreativni čin.
05:19
Someone who has done something like this,
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Onaj tko je napravio nešto takvo,
05:22
however mediocre and throwaway,
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koliko god bilo osrednje i za baciti,
05:25
has tried something, has put something forward in public.
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nešto je pokušao, nešto je pokrenuo u javnosti.
05:28
And once they've done it, they can do it again,
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I jednom kad je to napravio, može to napraviti opet.
05:31
and they could work on getting it better.
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I može raditi na poboljšanju toga.
05:33
There is a spectrum between mediocre work and good work,
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Postoji spektar između osrednjeg posla i dobrog posla.
05:36
and as anybody who's worked as an artist or a creator knows,
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I kao što svatko tko je radio kao umjetnik ili stvaratelj zna,
05:39
it's a spectrum you're constantly
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to je spektar u kojem se stalno
05:41
struggling to get on top of.
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borite da stignete na vrh.
05:43
The gap is between
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Procjep je između
05:45
doing anything and doing nothing.
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činjenja nečega i nečinjenja ničega.
05:48
And someone who makes a LOLcat
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I onaj tko radi LOLcats
05:50
has already crossed over that gap.
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već je prešao taj procjep.
05:53
Now it's tempting to want to get the Ushahidis
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Sad, primamljivo je željeti doći do Ushahidija
05:55
without the LOLcats, right,
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bez LOLcats,
05:57
to get the serious stuff without the throwaway stuff.
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dobiti ozbiljne stvari bez stvari za baciti.
06:00
But media abundance never works that way.
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Ali medijsko izobilje nikad ne radi na taj način.
06:03
Freedom to experiment means freedom to experiment with anything.
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Sloboda eksperimentiranja znači slobodu eksperimentiranja s bilo čime.
06:06
Even with the sacred printing press,
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Čak i sa svetim tiskom,
06:08
we got erotic novels 150 years
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imali smo erotske priče 150 godina prije
06:10
before we got scientific journals.
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nego što smo dobili znanstvene časopise.
06:14
So before I talk about
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Prije nego popričamo
06:17
what is, I think, the critical difference
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koja je, po mom mišljenju, glavna razlika
06:19
between LOLcats and Ushahidi,
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između LOLcats i Ushahidi,
06:21
I want to talk about
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želim pričati o njihovom
06:23
their shared source.
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zajedničkom izvorištu.
06:25
And that source is design for generosity.
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A to izvorište je stvaranje iz velikodušnosti.
06:28
It is one of the curiosities of our historical era
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Jedna od zanimljivosti naše povijesne ere
06:31
that even as cognitive surplus
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je da kako misaoni višak
06:33
is becoming a resource we can design around,
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postaje resurs oko kojeg možemo stvarati,
06:35
social sciences are also starting to explain
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društvene znanosti počinju shvaćati
06:38
how important
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koliko su nam važne
06:40
our intrinsic motivations are to us,
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naše unutarnje motivacije,
06:42
how much we do things because we like to do them
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koliko puno radimo stvari zato što ih volimo raditi
06:45
rather than because our boss told us to do them,
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a ne zato što nam je šef rekao da ih napravimo,
06:47
or because we're being paid to do them.
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ili zato što smo za to plaćeni.
06:50
This is a graph from a paper
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Ovo je grafikon iz članka
06:53
by Uri Gneezy and Aldo Rustichini,
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Urija Gneezyja i Alda Rustichinija
06:55
who set out to test, at the beginning of this decade,
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koji su išli testirati, početkom ovog desetljeća,
06:58
what they called "deterrence theory."
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ono što su zvali "teorijom zastrašivanja."
07:00
And deterrence theory is a very simple theory of human behavior:
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A teorija zastrašivanja vrlo je jednostavno teorija ljudskog ponašanja.
07:02
If you want somebody to do less of something,
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Ako želite da netko manje radi nešto,
07:04
add a punishment and they'll do less of it.
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uvedite kaznu i radit će manje toga.
07:06
Simple, straightforward, commonsensical --
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Jednostavno, otvoreno, zdravorazumski,
07:09
also, largely untested.
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i uglavnom neispitano.
07:11
And so they went and studied
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Krenuli su proučavati
07:13
10 daycare centers in Haifa, Israel.
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10 dječjih vrtića u Haifi, Izrael.
07:15
They studied those daycare centers
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I proučavali su te vrtiće
07:17
at the time of highest tension,
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u vrijeme najveće napetosti
07:19
which is pick-up time.
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koje je vrijeme dolaska roditelja po djecu.
07:21
At pick-up time the teachers,
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U vrijeme dolaska odgajatelji,
07:23
who have been with your children all day,
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koji su bili s vašom djecom cijeli dan,
07:25
would like you to be there at the appointed hour to take your children back.
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htjeli bi da dođete u dogovoreni sat da uzmete djecu nazad.
07:28
Meanwhile, the parents -- perhaps a little busy at work, running late, running errands --
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U međuvremenu, roditelji - vjerojatno malo prezauzeti na poslu, kasne, obavljajući neke posliće -
07:31
want a little slack to pick the kids up late.
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žele da im se tolerira malo kašnjenje.
07:34
So Gneezy and Rustichini said,
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Gneezy i Rustichini su se tad zapitali,
07:36
"How many instances of late pick-ups
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"Koliko ima slučajeva kašnjenja roditelja
07:38
are there at these 10 daycare centers?"
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u ovih 10 vrtića?"
07:40
Now they saw -- and this is what the graph is,
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Vidjeli su - kao što ovaj graf pokazuje,
07:42
these are the number of weeks and these are the number of late arrivals --
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ovdje je broj tjedana a ovo je broj kašnjenja roditelja -
07:45
that there were between six and 10
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da ima između šest i 10
07:47
instances of late pick-ups
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slučajeva kašnjenja roditelja
07:49
on average in these 10 daycare centers.
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u prosjeku u ovih 10 vrtića.
07:51
So they divided the daycare centers into two groups.
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Tako su podijelili vrtiće u dvije grupe.
07:54
The white group there
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Ova bijela grupa je
07:56
is the control group; they change nothing.
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kontrolna grupa; tu nisu ništa mijenjali.
07:59
But the group of daycare centers represented by the black line,
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A grupi vrtića prikazanih crnom crtom,
08:02
they said, "We are changing this bargain
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rekli su: "Mijenjamo pogodbu
08:04
as of right now.
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istog trena.
08:06
If you pick your kid up more than 10 minutes late,
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Ako zakasnite po svoje dijete više od 10 minuta,
08:08
we're going to add a 10 shekel fine to your bill.
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dodat ćemo 10 šekela kazne na vaš račun.
08:10
Boom. No ifs, ands or buts."
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Bum. Bez ikakvih ako i ali."
08:13
And the minute they did that,
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I istog trena kad su to učinili,
08:15
the behavior in those daycare centers changed.
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ponašanje se u tim vrtićima promijenilo.
08:17
Late pick-ups went up
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Broj kasnih dolazaka je rastao
08:19
every week for the next four weeks
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svaki tjedan iduća četiri tjedna
08:22
until they topped out at triple the pre-fine average,
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sve dok nije dosegao vrhunac tri puta veći od prosjeka prije kazni,
08:25
and then they fluctuated
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i nakon toga se kretao
08:27
at between double and triple the pre-fine average
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između dvostruke i trostruke vrijednosti prosjeka prije uvođenja kazni
08:29
for the life of the fine.
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dokle god je kazna trajala.
08:31
And you can see immediately what happened, right?
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I odmah možete vidjeti što se dogodilo, jel tako?
08:35
The fine broke the culture
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Kazna je ukinula kulturu
08:37
of the daycare center.
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dječjeg vrtića.
08:39
By adding a fine,
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Uvođenjem kazne,
08:41
what they did was communicate to the parents
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poručili su roditeljima
08:43
that their entire debt to the teachers
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da je sav njihov dug odgajateljima
08:45
had been discharged
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otpušten
08:47
with the payment of 10 shekels,
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plaćanjem 10 šekela,
08:49
and that there was no residue of guilt or social concern
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te da nema nikakvog ostatka krivnje ili društvene brige
08:52
that the parents owed the teachers.
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koju su roditelji dugovali odgajateljima.
08:54
And so the parents, quite sensibly, said,
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I tako su roditelji, prilično razumno rekli:
08:56
"10 shekels to pick my kid up late?
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"10 šekela da kasnije dođem po dijete?
08:58
What could be bad?"
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Što može biti loše?
09:00
(Laughter)
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(Smijeh)
09:04
The explanation of human behavior
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Objašnjenje ljudskog ponašanja
09:06
that we inherited in the 20th century
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koje smo naslijedili u 20-tom stoljeću
09:09
was that we are all rational, self-maximizing actors,
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bilo je da smo racionalni, sebični glumci.
09:12
and in that explanation --
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I u tom objašnjenju -
09:14
the daycare center had no contract --
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dječji vrtić nije imao ugovor -
09:17
should have been operating without any constraints.
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i trebao bi raditi bez ograničenja.
09:20
But that's not right.
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No to nije u redu.
09:22
They were operating with social constraints
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Oni rade s društvenim ograničenjima
09:24
rather than contractual ones.
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a ne s ugovornim.
09:26
And critically, the social constraints
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I ključno, društvena ograničenja
09:28
created a culture that was more generous
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kreirala su kulturu koja je bila velikodušnija
09:31
than the contractual constraints did.
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nego što su to ugovorna ograničenja.
09:33
So Gneezy and Rustichini run this experiment for a dozen weeks --
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Gneezy i Rustichini proveli su ovaj pokus 12 tjedana -
09:36
run the fine for a dozen weeks --
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kazna je postojala 12 tjedana -
09:38
and then they say, "Okay, that's it. All done; fine."
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i onda su rekli: "Ok, to je gotovo. Sve u redu."
09:41
And then a really interesting thing happens:
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I zaista zanimljiva stvar se dogodila.
09:43
Nothing changes.
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Ništa se nije promijenilo.
09:46
The culture that got broken by the fine
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Kultura koja se slomila pod kaznom
09:49
stayed broken when the fine was removed.
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ostala je slomljena i kad je kazna povučena.
09:52
Not only are economic motivations
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Ne samo da su ekonomska motivacija
09:55
and intrinsic motivations
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i intrinzička motivacija
09:57
incompatible,
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neuskladive,
09:59
that incompatibility
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ta neuskladivost
10:01
can persist over long periods.
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može ostati dulje vrijeme.
10:04
So the trick
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Tako je trik
10:06
in designing these kinds of situations
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u stvaranju ovih vrsta situacija
10:08
is to understand where you're relying on
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razumjeti gdje se oslanjate na
10:11
the economic part of the bargain -- as with the parents paying the teachers --
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ekonomski dio pogodbe - kao što su roditelji plaćali odgajateljima -
10:14
and when you're relying on the social part of the bargain,
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a kad se oslanjate na društveni dio pogodbe,
10:17
when you're really designing for generosity.
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kada zaista stvarate iz velikodušnosti.
10:20
This brings me back to the LOLcats
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To me vraća na LOLcats
10:23
and to Ushahidi.
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i na Ushahidi.
10:25
This is, I think, the range that matters.
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To je, mislim, smisleni raspon.
10:27
Both of these rely on cognitive surplus.
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Oba se oslanjaju na misaoni višak.
10:29
Both of these design for the assumption
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Oba stvaraju s pretpostavkom
10:31
that people like to create and we want to share.
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da ljudi vole stvarati i da volimo dijeliti.
10:34
Here is the critical difference between these:
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Ovo je ključna razlika između toga dvoga.
10:39
LOLcats is communal value.
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LOLcats su zajednička vrijednost.
10:42
It's value created by the participants
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To je vrijednost stvorena od strane sudionika
10:44
for each other.
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za svakog od njih.
10:46
Communal value on the networks we have
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Zajednička vrijednost na našim mrežama je
10:49
is everywhere --
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posvuda.
10:51
every time you see a large aggregate
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Svaki put kad vidite veliku gomilu
10:53
of shared, publicly available data,
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dijeljenih, javno dostupnih podataka,
10:56
whether it's photos on Flickr
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bilo slika na Flickru
10:58
or videos on Youtube or whatever.
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ili video zapisa na Youtubeu ili što već.
11:00
This is good. I like LOLcats as much as the next guy,
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To je dobro. Ja volim LOLcats isto kao i drugi,
11:02
maybe a little more even,
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možda čak i malo više.
11:04
but this is also
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No ovo je također
11:07
a largely solved problem.
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gotovo posve riješen problem.
11:09
I have a hard time envisioning a future
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Teško si mogu zamisliti budućnost
11:11
in which someone is saying,
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u kojoj netko kaže:
11:13
"Where, oh where, can I find a picture
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"Gdje, o gdje, mogu naći sliku
11:15
of a cute cat?"
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slatke mačke?"
11:17
Ushahidi, by contrast,
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Ushahidi je, nasuprot tome,
11:19
is civic value.
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građanska vrijednost.
11:21
It's value created by the participants
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Njegovu vrijednost stvaraju sudionici,
11:23
but enjoyed by society as a whole.
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a uživa je društvo u cijelosti.
11:25
The goals set out by Ushahidi
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Ciljevi koje je postavio Ushahidi
11:27
are not just to make life better
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nisu samo poboljšati život
11:29
for the participants,
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sudionicima,
11:31
but to make life better for everyone in the society
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već poboljšati život svima u društvu
11:34
in which Ushahidi is operating.
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u kojem Ushahidi djeluje.
11:36
And that kind of civic value
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A ta vrsta građanske vrijednosti
11:39
is not just a side effect
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nije samo nuspojava
11:41
of opening up to human motivation.
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otvaranja ljudskoj motivaciji.
11:44
It really is going to be a side effect
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To će stvarno biti nuspojava
11:46
of what we, collectively,
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onoga što, zajedno,
11:48
make of these kinds of efforts.
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učinimo od tog truda.
11:51
There are a trillion
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Imamo bilijun
11:53
hours a year
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sati na godinu
11:55
of participatory value
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sudioničke vrijednosti
11:57
up for grabs.
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na raspolaganju.
11:59
That will be true year-in and year-out.
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To je stvarni dobitak i utrošak po godini.
12:02
The number of people who are going to be able
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Broj ljudi koji će biti u mogućnosti
12:04
to participate in these kinds of projects
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da sudjeluju u ovakvim projektima,
12:06
is going to grow,
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rasti će.
12:08
and we can see that organizations
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A mi ćemo vidjeti da organizacije
12:11
designed around a culture of generosity
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stvorene oko kulture velikodušnosti
12:13
can achieve incredible effects
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mogu doseći nevjerojatne učinke
12:15
without an enormous amount of contractual overhead --
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s ogromnom količinom ugovorne nadogradnje.
12:18
a very different model
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Posve drugačiji model
12:20
than our default model for large-scale group action in the 20th century.
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od našeg uobičajenog modela za pokret velikih grupa u 20. stoljeću.
12:24
What's going to make the difference here
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Što će činiti razliku
12:27
is what Dean Kamen said,
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jest ono što je Dean Kamen rekao,
12:30
the inventor and entrepreneur.
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izumitelj i poduzetnik.
12:32
Kamen said, "Free cultures get what they celebrate."
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Kamen je rekao: "Slobodne kulture dobiju ono što slave."
12:36
We've got a choice before us.
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Imamo izbor pred nama.
12:39
We've got this trillion hours a year.
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Imamo bilijun sati na godinu.
12:41
We can use it to crack each other up, and we're going to do that.
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Možemo ih koristiti da jedni druge nasmijavamo, i to ćemo i raditi.
12:44
That, we get for free.
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To dobijemo besplatno.
12:46
But we can also celebrate
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Ali također možemo slaviti,
12:48
and support and reward the people
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poticati i nagrađivati ljude
12:50
trying to use cognitive surplus
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koji pokušavaju upotrijebiti misaoni višak
12:52
to create civic value.
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za stvaranje građanske vrijednosti.
12:54
And to the degree we're going to do that, to the degree we're able to do that,
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Koliko ćemo to raditi, koliko ćemo biti sposobni to raditi,
12:57
we'll be able to change society.
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toliko ćemo biti sposobni mijenjati društvo.
12:59
Thank you very much.
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Puno vam hvala.
ABOUT THE SPEAKER
Clay Shirky - Social Media TheoristClay Shirky argues that the history of the modern world could be rendered as the history of ways of arguing, where changes in media change what sort of arguments are possible -- with deep social and political implications.
Why you should listen
Clay Shirky's work focuses on the rising usefulness of networks -- using decentralized technologies such as peer-to-peer sharing, wireless, software for social creation, and open-source development. New technologies are enabling new kinds of cooperative structures to flourish as a way of getting things done in business, science, the arts and elsewhere, as an alternative to centralized and institutional structures, which he sees as self-limiting. In his writings and speeches he has argued that "a group is its own worst enemy."
Shirky is an adjunct professor in New York Universityʼs graduate Interactive Telecommunications Program, where he teaches a course named “Social Weather.” Heʼs the author of several books. This spring at the TED headquarters in New York, he gave an impassioned talk against SOPA/PIPA that saw 1 million views in 48 hours.
Clay Shirky | Speaker | TED.com