TEDGlobal 2009
Shereen El Feki: Pop culture in the Arab world
Shereen El Feki: Popkultúra v arabskom svete
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Na TED globálnej univerzite nám Shereen El Feki prezentuje, ako si niektoré arabské kultúry požičiavajú obchodné značky od západnej popkultúry – videoklipy, komiksy alebo Barbie – a stávajú sa tak súčasťou kultúrneho kolotoča. Takto skrížené médiá ukazujú, ako sa dva odlišné svety skôr približujú ako vzďaľujú.
Shereen El Feki - Arab sexuality expert
Shereen El Feki works and writes on sexuality and social change in the Arab world. Full bio
Shereen El Feki works and writes on sexuality and social change in the Arab world. Full bio
Double-click the English transcript below to play the video.
00:17
Hello, everyone. Because this is my first time at TED,
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Zdravím všetkých. Nakoľko som prvýkrát na TED-e
00:21
I've decided to bring along an old friend
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rozhodla som sa priviesť so sebou starú kamarátku,
00:23
to help break the ice a bit.
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aby mi trošku pomohla prelomiť ľady.
00:27
Yes. That's right. This is Barbie.
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Áno. Správne. Je to Barbie.
00:30
She's 50 years old. And she's looking as young as ever.
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Má 50 rokov. A vyzerá mlado ako vždy.
00:33
(Laughter)
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(Smiech)
00:34
But I'd also like to introduce you to
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Ale rada by som vám predstavila aj
00:36
what may be an unfamiliar face.
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možno menej známu tvár.
00:40
This is Fulla. Fulla is the Arab world's answer to Barbie.
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Toto je Fulla. Fulla je arabskou odpoveďou na Barbie.
00:45
Now, according to proponents of the clash of civilizations,
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Podla zástancov stretu civilizácií,
00:48
Barbie and Fulla occupy these completely separate spheres.
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obe Barbie i Fulla zaberajú totálne odlišné sféry.
00:52
They have different interests. They have divergent values.
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Maju rozdielne záujmy, rozdielne hodnoty.
00:55
And should they ever come in contact ...
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A keby sa náhodou niekedy stretli...
00:58
well, I've got to tell you, it's just not going to be pretty.
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Nuž musím vám povedať, nedopadlo by to dobre.
01:01
My experience, however, in the Islamic world is very different.
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Moja skúsenosť s islamským svetom je však úplne iná.
01:05
Where I work, in the Arab region,
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Tam kde pracujem, v arabskom svete,
01:07
people are busy taking up Western innovations
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sú ľudia zaneprázdnení preberaním inovácii zo západu
01:09
and changing them into things
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a menia ich na veci,
01:11
which are neither conventionally Western,
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ktoré nie sú ani príliš západné,
01:13
nor are they traditionally Islamic.
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ani tradične islamské.
01:15
I want to show you two examples.
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Chcem vám uviesť dva príklady.
01:17
The first is 4Shbab.
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Prvým je 4Shbab.
01:19
It means "for youth" and it's a new Arab TV channel.
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Čo v preklade znamená „pre mladých" a je to nový arabský televízny kanál.
01:23
(Video): Video clips from across the globe.
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(Video): Videoklipy z celého sveta.
01:26
The USA.
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USA
01:28
♫ I am not afraid to stand alone ♫
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♫ Nebojím sa stáť sám ♫
01:32
♫ I am not afraid to stand alone, if Allah is by my side ♫
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♫ Nebojím sa stáť sám, ak je Aláh vedľa mňa ♫
01:36
♫ I am not afraid to stand alone ♫
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♫ Nebojím sa stáť sám ♫
01:39
♫ Everything will be all right ♫
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♫ Všetko bude v poriadku ♫
01:41
♫ I am not afraid to stand alone ♫
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♫ Nebojím sa stáť sám ♫
01:43
The Arab world.
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Arabský svet.
01:46
(Music)
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(Hudba)
02:00
♫ She was preserved by modesty of the religion ♫
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♫ Bola chránená skromnosťou náboženstva ♫
02:04
♫ She was adorned by the light of the Quran ♫
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♫ Bola zdobená svetlom Koránu ♫
02:13
Shereen El Feki: 4Shbab has been dubbed Islamic MTV.
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Shereen El Feki: 4Shbab bol dabovaný islamskou MTV.
02:17
Its creator, who is an Egyptian TV producer
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Jeho tvorca, egyptský TV producent
02:19
called Ahmed Abu Haïba,
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Ahmed Abou Haiba,
02:21
wants young people to be inspired
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chce, aby sa mladí ľudia inšpirovali
02:23
by Islam to lead better lives.
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Islamom, a žili tak lepšie.
02:26
He reckons the best way to get that message across
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Predpokladá, že najlepší spôsob ako vyslať túto správu do sveta,
02:28
is to use the enormously popular medium of music videos.
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je použiť nesmierne populárne médium videoklipov.
02:32
4Shbab was set up as an alternative
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4Shbab vznikol ako alternatíva
02:35
to existing Arab music channels.
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k existujúcim arabským hudobným kanálom.
02:37
And they look something like this.
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Vyzerajú nejako takto.
02:39
(Music)
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(Hudba)
02:47
That, by the way is Haifa Wehbe. She's a Lebanese pop star
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Toto je mimochodom Haifa Wehbe. Libanonská pop hviezda
02:50
and pan-Arab pin-up girl.
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a pan-arabské dievča z plagátov.
02:53
In the world of 4Shbab, it's not about bump and grind.
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Vo svete 4Shbab-u to nie je o narážaní a škrípaní.
02:56
But it's not about fire and brimstone either.
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Nie je to však ani o ohni a pekelnej síre.
02:59
Its videos are intended to show
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Videá sú určené na to, aby ukazovali
03:01
a kinder, gentler face of Islam,
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milšiu, jemnejšiu stránku Islamu
03:04
for young people to deal with life's challenges.
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mladým ľuďom, aby dokázali čeliť životným výzvam.
03:07
Now, my second example is for a slightly younger crowd.
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Druhý príklad, ktorý uvediem, je určený pre oveľa mladšiu generáciu.
03:10
And it's called "The 99."
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Volá sa „99."
03:13
Now, these are the world's first Islamic superheroes.
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Toto sú v súčasnosti prví islamskí superhrdinovia.
03:16
They were created by a Kuwaiti psychologist
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Vytvoril ich kuvajtský psychológ
03:18
called Naif Al Mutawa.
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Nayef Al Mutawa,
03:20
And his desire is to rescue Islam
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ktorý túži zachrániť Islam
03:22
from images of intolerance,
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od obrazov neznášanlivosti.
03:24
all in a child-friendly format.
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Všetko v deťom prístupnej forme.
03:28
"The 99." The characters are meant to embody
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Postavy „99" majú stelesňovať
03:30
the 99 attributes of Allah:
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99 vlastností Aláha,
03:33
justice, wisdom, mercy, among others.
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okrem iných spravodlivosť, múdrosť, milosrdenstvo.
03:36
So, for example, there is the character of Noora.
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Napríklad, postava Noora
03:40
She is meant to have the power
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má schopnosť
03:42
to look inside people
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nazerať do ľudského vnútra
03:44
and see the good and bad in everyone.
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a vidieť dobro i zlo v každom človeku.
03:47
Another character called Jami
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Iná postava, Jami,
03:49
has the ability to create fantastic inventions.
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má schopnosť vytvoriť neskutočné vynálezy.
03:53
Now, "The 99" is not just a comic book.
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„99" nie je len komiks.
03:55
It's now a theme park.
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Je to tiež zábavný park.
03:57
There is an animated series in the works.
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V štádiu prípravy je aj animovaný seriál.
03:59
And by this time next year,
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Budúci rok o takomto čase
04:01
the likes of Superman and Wonder Woman
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sa sympatie k Supermanovi a Wonder Woman
04:03
will have joined forces with "The 99"
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spoja s „99,"
04:05
to beat injustice wherever they find it.
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aby sa postavili proti nespravodlivosti kedykoľvek to bude potrebné.
04:11
"The 99" and 4Shbab are just two of many examples
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„99" a 4Shbab predstavujú iba dva z mnohých príkladov
04:14
of this sort of Islamic cross-cultural hybridization.
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tohto druhu islamskej medzikultúrnej hybridizácie.
04:18
We're not talking here about a clash of civilizations.
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Nehovoríme tu o strete civilizácií.
04:21
Nor is it some sort of indistinguishable mash.
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Nie je to ani nijaký druh nerozoznateľnej zmesi.
04:24
I like to think of it as a mesh of civilizations,
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Rád o tom uvažujem ako o spleti civilizácií,
04:27
in which the strands of different cultures are intertwined.
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v ktorej sú prepletené pramene odlišných kultúr.
04:31
Now, while 4Shbab and "The 99" may look new and shiny,
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Zatiaľ čo 4Shbab a „99" vyzerajú novo a neopozerane,
04:34
there is actually a very long tradition of this.
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v skutočnosti im predchádzala dlhá tradícia.
04:37
Throughout its history, Islam has borrowed and adapted from other civilizations
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V priebehu svojej histórie si Islam požičiaval a preberal od iných civilizácií
04:42
both ancient and modern.
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starovekých aj moderných.
04:44
After all, it's the Quran which encourages us to do this:
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A predsa je to Korán, ktorý nás k tomu vedie.
04:49
"We made you into nations and tribes
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„Sformovali sme vás do národov a kmeňov,
04:51
so that you could learn from one another."
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aby ste sa mohli učiť jeden od druhého."
04:53
And to my mind, those are pretty wise words,
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Čo mi príde, ako veľmi múdre slová,
04:56
no matter what your creed. Thank you.
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bez ohľadu na vierovyznanie. Ďakujem
04:59
(Applause)
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(Potlesk)
ABOUT THE SPEAKER
Shereen El Feki - Arab sexuality expertShereen El Feki works and writes on sexuality and social change in the Arab world.
Why you should listen
Dividing her time between London and Cairo, TED Fellow Shereen El Feki works on issues related to health and social welfare in the Arab region -- including intimate attitudes toward sexual (and political) freedoms, as explored in her new book, Sex and the Citadel.
Half-Egyptian and half-Welsh, El Feki was brought up in Canada. She started her professional life in medical science, with a PhD in molecular immunology from the University of Cambridge, and later worked as healthcare correspondent at The Economist. She also is a former vice chair of the United Nations' Global Commission on HIV and Law. While she has worked in regional media as a presenter with the Al Jazeera Network, and continues to write on social issues in the Arab world, her passion lies in projects that aim to better understand, and surmount, the social challenges facing Arabs, particularly young people.
Read a Q&A with Sheeren El Feki on the TED Fellows site.
Shereen El Feki | Speaker | TED.com