TED2009
Renny Gleeson: Our antisocial phone tricks
Renny Gleeson: Naši antisocialni triki s telefonom
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V tem zabavnem (in pravzaprav ganljivem) triminutnem govoru nam socialni strateg Renny Gleeson prikaže naš "vedno na spletu" socialni svet -- kjer je izkušnja, ki jo doživljamo sedaj, manj zanimiva kot to, kaj bomo o tem tvitali kasneje.
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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Danes sem želel z vami
govoriti o dveh stvareh:
govoriti o dveh stvareh:
00:15
one, the rise of a culture of availability;
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prva je rast kulture dosegljivosti
in druga je prošnja.
in druga je prošnja.
00:18
and two, a request.
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00:21
So we're seeing a rise of this availability
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Vidimo, da to rast v dosegljivosti
žene širjenje mobilnih naprav
žene širjenje mobilnih naprav
00:23
being driven by mobile device proliferation,
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00:26
globally, across all social strata.
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globalno, v vseh socialnih slojih.
00:28
We're seeing, along with that proliferation of mobile devices,
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Skupaj s širjenjem
mobilnih naprav vidimo
mobilnih naprav vidimo
00:31
an expectation of availability.
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pričakovanje dosegljivosti
in s tem pridemo do tretje točke,
in s tem pridemo do tretje točke,
00:33
And, with that, comes the third point,
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00:35
which is obligation -- and an obligation to that availability.
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ki je dolžnost--
dolžnost do te dosegljivosti.
dolžnost do te dosegljivosti.
00:38
And the problem is, we're still working through,
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In problem, ki ga še rešujemo,
je, iz socialnega stališča,
je, iz socialnega stališča,
00:41
from a societal standpoint,
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kako dovolimo ljudem, da so dosegljivi.
00:43
how we allow people to be available.
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Pravzaprav obstaja znatna razlika
med tem, kaj smo pripravljeni sprejeti.
med tem, kaj smo pripravljeni sprejeti.
00:46
There's a significant delta, in fact,
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00:48
between what we're willing to accept.
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Se opravičujem H. Roslingu--
rekel je, da je vse,
rekel je, da je vse,
00:50
Apologies to Hans Rosling --
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00:51
he said anything that's not using real stats is a lie --
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kar ne uporablja prave statistike, laž-
ampak velika razlika tu je,
ampak velika razlika tu je,
00:54
but the big delta there
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00:56
is how we deal with this from a public standpoint.
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kako se s tem spopadamo
s stališča javnosti.
s stališča javnosti.
00:59
So we've developed certain tactics and strategies
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Zato smo razvili določene
taktike in strategije, da to zakrijemo.
taktike in strategije, da to zakrijemo.
01:02
to cover up.
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01:04
This first one's called "the lean."
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Prva se imenuje "nagib."
01:06
And if you've ever been in a meeting where you play sort of meeting "chicken,"
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Če ste bili na sestanku, kjer
se igrate nekakšne "skrivalnice",
se igrate nekakšne "skrivalnice",
01:09
you're sitting there, looking at the person, waiting for them to look away,
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sedite tam, gledate, kdaj bo
druga oseba pogledala stran,
druga oseba pogledala stran,
in nato hitro preverite napravo.
01:12
and then quickly checking the device.
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Čeprav lahko vidite,
da ga je moški na desni spregledal.
da ga je moški na desni spregledal.
01:14
Although you can see the gentleman up on the right is busting him.
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01:17
"The stretch."
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"Razteg"
01:18
OK, the gentleman on the left is saying, "Screw you,
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Ok, gospod na levi si misli: "K vragu
s tabo, preveril bom svoj telefon."
s tabo, preveril bom svoj telefon."
01:21
I'm going to check my device."
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Ampak tip na desni izvaja razteg.
01:23
But the guy, here, on the right,
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01:25
he's doing the stretch.
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01:27
It's that reeeee-e-e-each out, the physical contortion
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Ko se izte-e-e-eegnete, fizično zvijete,
da spravite napravo čisto malo pod mizo.
da spravite napravo čisto malo pod mizo.
01:29
to get that device just below the tabletop.
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01:31
Or, my favorite, the "Love you; mean it."
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Ali, moja najljubša:
"Ljubim te, resno mislim."
"Ljubim te, resno mislim."
01:34
(Laughter)
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(Smeh)
Nič ne reče "Ljubim te" kot
"Naj poiščem nekoga, ki mi je pomemben".
"Naj poiščem nekoga, ki mi je pomemben".
01:36
Nothing says "I love you"
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01:38
like "Let me find somebody else I give a damn about."
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01:40
Or, this one, coming to us from India.
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Ali tole iz Indije.
To lahko najdete na YouTubu,
To lahko najdete na YouTubu,
01:42
You can find this on YouTube,
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gospodič, ki je zleknjen na motorju,
pošilja sms-e.
pošilja sms-e.
01:44
the gentleman who's recumbent on a motorcycle
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01:46
while text messaging.
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Ali drugače: "Ljubi bog,
ustavite me, preden spet koga ubijem!"
ustavite me, preden spet koga ubijem!"
01:47
Or what we call the "sweet gravy, stop me before I kill again!"
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01:51
That is actually the device.
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To je ta naprava.
Kaj to povzroča, vidimo--
01:54
What this is doing is, we find a --
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(Smeh)
01:56
(Laughter)
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direkten trk--
01:58
a direct collision --
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02:02
we find a direct collision between availability --
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vidimo direkten trk med dosegljivostjo--
in kar je možno skozi dosegljivost--
in kar je možno skozi dosegljivost--
02:05
and what's possible through availability --
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02:08
and a fundamental human need -- which we've been hearing about a lot, actually --
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in osnovno človeško potrebo
--o kateri smo veliko slišali--
--o kateri smo veliko slišali--
02:11
the need to create shared narratives.
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potrebo po ustvarjanju skupne pripovedi.
02:15
We're very good at creating personal narratives,
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Zelo dobri smo
v ustvarjanju osebne pripovedi,
v ustvarjanju osebne pripovedi,
02:18
but it's the shared narratives that make us a culture.
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ampak skupne pripovedi ustvarjajo kulturo.
02:21
And when you're standing with someone,
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Ko stojite z nekom
in ste na svojem telefonu,
in ste na svojem telefonu,
02:24
and you're on your mobile device,
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mu pravzaprav sporočate tole:
"Ti nisi tako pomemben kot dobesedno
"Ti nisi tako pomemben kot dobesedno
02:26
effectively what you're saying to them is,
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02:28
"You are not as important as, literally,
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02:31
almost anything that could come to me through this device."
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skoraj karkoli, kar lahko
pride do mene skozi to napravo.
pride do mene skozi to napravo.
02:34
Look around you.
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Poglejte okrog sebe.
Morda je kdo na telefonu ravno zdaj,
sodeluje v multi-dimenzionalni dejavnosti.
sodeluje v multi-dimenzionalni dejavnosti.
02:37
There might be somebody on one right now,
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02:39
participating in multi-dimensional engagement.
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02:42
(Laughter)
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(Smeh)
02:44
Our reality right now is less interesting
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Naša realnost zdaj je manj zanimiva kot
zgodba, ki jo bomo o tem povedali kasneje.
zgodba, ki jo bomo o tem povedali kasneje.
02:47
than the story we're going to tell about it later.
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02:50
This one I love.
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Ta mi je res všeč.
Ta ubogi fant, očiten rekvizit--
Ta ubogi fant, očiten rekvizit--
02:52
This poor kid, clearly a prop --
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da ne bo pomote,
prostovoljno je rekvizit--
prostovoljno je rekvizit--
02:54
don't get me wrong, a willing prop --
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ampak poljub, ki se snema,
nekako izgleda zanič.
nekako izgleda zanič.
02:56
but the kiss that's being documented kind of looks like it sucks.
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02:59
This is the sound of one hand clapping.
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To je zvok ploska ene roke.
03:02
So, as we lose the context of our identity,
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Ko izgubimo kontekst naše identitete,
postane neverjetno pomembno,
postane neverjetno pomembno,
03:06
it becomes incredibly important
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da tisto, kar delimo,
postane kontekst skupne pripovedi,
postane kontekst skupne pripovedi,
03:09
that what you share becomes the context of shared narrative,
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03:12
becomes the context in which we live.
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postane kontekst, v katerem živimo.
03:14
The stories that we tell -- what we push out --
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Zgodbe, ki jih povemo - kar potisnemo ven -
postanejo to, kar smo.
postanejo to, kar smo.
03:17
becomes who we are.
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Ljudje ne projicirajo identitete,
ustvarjajo jo.
ustvarjajo jo.
03:19
People aren't simply projecting identity,
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03:21
they're creating it.
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To je moja prošnja
za vse v tej sobi.
za vse v tej sobi.
03:23
And so that's the request I have for everybody in this room.
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Ustvarjamo tehnologijo,
ki bo ustvarila nove skupne izkušnje,
ki bo ustvarila nove skupne izkušnje,
03:25
We are creating the technology
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03:26
that is going to create the new shared experience,
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03:28
which will create the new world.
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ki bodo ustvarile nov svet.
03:30
And so my request is,
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In tako je moja prošnja tale:
prosim, ustvarjajmo tehnologijo,
prosim, ustvarjajmo tehnologijo,
03:32
please, let's make technologies
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ki bo naredila ljudi
bolj človeške in ne manj.
bolj človeške in ne manj.
03:34
that make people more human,
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03:36
and not less.
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Hvala.
03:38
Thank you.
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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