ABOUT THE SPEAKER
Joe Sabia - Storyteller
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative.

Why you should listen

Joe Sabia is a NYC-based conceptual digital video artist who creates shareable videos and formats across a multitude of genres, amassing more than 1 billion views in total. As a creative consultant, Moth Programming Board member, and award-winning director/editor, his current role has him creating franchise video formats across the Conde Nast Portfolio as VP of Creative Development. 

You may recognize his voice as the guy on Vogue's "73 Questions." Some of his work includes the "Wired Autocomplete Interview" series, "You Sang My Song" on Glamour, and "Lie Detector" and "Tinder Takeover" on Vanity Fair. Joe created "African Men, Hollywood Stereotypes" which launched the awareness campaign of Africa-based non-profit Mama Hope. He spent two years making an art project called "The Office Stare Machine" which takes 700 stares from The Office and catalogues them against hundreds of emotions. He also co-founded "CDZA", a music channel featuring hundreds of conservatory-trained musicians in viral videos, including directing a set with Spike Jonze at the first ever YouTube Music Awards. 

Sabia's hobbies include being an amateur classical pianist, the 2007 international pun champion and proud co-owner of an Italian restaurant. He also documents management facility in the Republic of Georgia.

More profile about the speaker
Joe Sabia | Speaker | TED.com
Full Spectrum Auditions

Joe Sabia: The technology of storytelling

Džo Sabia – Tehnologija pripovedanja

Filmed:
1,352,099 views

"iPad" pripovedač Džo Sabia upoznaje nas sa Lotarem Megendorferom, pronalazačem koji je, u proteklom veku, izumio važnu tehnologiju pripovedanja: pop-ap knjigu. Sabia nam pokazuje kako nam nova tehnologija uvek priskače u pomoć pri pričanju naših priča, od pećinskih zidova pa sve do "iPad"-a koji drži u rukama dok je na sceni.
- Storyteller
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative. Full bio

Double-click the English transcript below to play the video.

00:15
LadiesDame and gentlemenгосподо, gatherскупити around.
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Dame i gospodo, okupite se.
00:17
I would love to shareОбјави with you a storyприча.
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Volio bih da sa vama podelim jednu priču.
00:20
OnceJednom uponна a time
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Nekada davno
00:22
in 19thтх centuryвек GermanyNemačka,
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u 19. veku u Nemačkoj,
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there was the bookкњига.
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postojala je knjiga.
00:26
Now duringу току this time,
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U to vreme,
00:28
the bookкњига was the kingкраљ of storytellingприповедање прича.
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knjiga je bila kraljica pripovedanja.
00:30
It was venerableprepodobne.
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Bila je uvažena.
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It was ubiquitousсвеприсутан.
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Bila je sveprisutna.
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But it was a little bitмало boringдосадан.
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Ali je bila i pomalo dosadna.
00:38
Because in its 400 yearsгодине of existenceпостојање,
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Razlog je to što za njenih 400 godina postojanja
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storytellerspripovedaиi never evolvedеволуирао the bookкњига
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pripovedači je nikad nisu razvili
00:43
as a storytellingприповедање прича deviceуређај.
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u sredstvo pripovedanja.
00:45
But then one authorаутор arrivedстигао,
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Kako bilo, upravo tada se pojavio jedan autor
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and he changedпромењено the gameигра foreverзаувек.
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koji je promenio igru zauvek.
00:51
(MusicMuzika)
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(muzika)
00:53
His nameиме was LotharLothar,
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Zvao se Lotar,
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LotharLothar MeggendorferMeggendorfer.
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Lotar Megendorfer.
00:58
LotharLothar MeggendorferMeggendorfer put his footстопала down,
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Lotar Megendorfer je lupio nogom o pod
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and he said, "GenugDosta istLog genugDosta!"
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i odlučno rekao: "Genug ist genug!"
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He grabbedзграбио his penхемијска оловка,
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Zgrabio je olovku
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he snatchedoteo od njih his scissorsмаказе.
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i ščepao makaze.
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This man refusedodbio je to foldфолд to the conventionskonvencije of normalcynormalnosti
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Ovaj čovek je odbio da podlegne konvencijama normalnosti
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and just decidedодлучио to foldфолд.
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i odlučio da preuzme stvar u svoje ruke.
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HistoryIstorija would know LotharLothar MeggendorferMeggendorfer
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Istorija će pamtiti Lotara Megendorfera
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as -- who elseдруго? --
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kao, koga drugog nego -
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the world'sсветске first trueистина inventorпроналазач
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prvog pravog pronalazača
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of the children'sдеца pop-upпоп-уп bookкњига.
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dečje pop-ap knjige.
01:24
(MusicMuzika)
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(muzika)
01:26
For this delightСласт and for this wonderпитати се,
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Zbog ovog užitka i ovog čuda
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people rejoicedsu se radovali.
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ljudi su slavili
01:30
(CheeringNavijanje)
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(slavlje)
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They were happyсрећан because the storyприча survivedпреживео,
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Bili su presrećni jer je priča preživela
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and that the worldсвет would keep on spinningпредење.
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i što će svet nastaviti da se okreće.
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LotharLothar MeggendorferMeggendorfer wasn'tније the first
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Lotar Megendorfer nije bio prvi
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to evolveеволуирати the way a storyприча was told,
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koji je razvio način na koji se priče pričaju,
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and he certainlyсигурно wasn'tније the last.
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a sigurno nije ni poslednji.
01:44
WhetherDa li storytellerspripovedaиi realizedреализован it or not,
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Bez obzira da li pripovedači to primećuju ili ne
01:46
they were channelingnepobitnih Meggendorfer'sMeggendorfer je spiritдух
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oni su oživljavali Megendorferov duh
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when they movedпреселила се operaопера to vaudvillevaudville,
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kada su operu doveli do vodvilja,
01:53
radioрадио newsвести to radioрадио theaterтеатар,
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radio vesti do radio pozorišta,
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filmфилм to filmфилм in motionкретање
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film do pokretnog filma,
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to filmфилм in soundзвук, colorбоја, 3D,
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zatim do filma sa zvukom, bojom, pa i 3D filma,
02:02
on VHSVHS and on DVDDVD-A.
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na VHS kaseti ili DVD-u.
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There seemedизгледало је to be no cureлек for this MeggendorferitisMeggendorferitis.
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Izgleda da nije bilo leka za ovaj Megendorferitis.
02:07
And things got a lot more funзабавно when the InternetInternet cameДошао around.
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A stvari su postale mnogo zabavnije kada se pojavio internet.
02:10
(LaughterSmeh)
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(smeh)
02:12
Because, not only could people broadcastemitovanje theirњихова storiesприче throughoutтоком the worldсвет,
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Zbog toga što, ne samo da su tada ljudi mogli da objavljuju svoje priče širom sveta,
02:15
but they could do so
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već su to mogli da urade
02:17
usingКористећи what seemedизгледало је to be an infiniteбесконачан amountизнос of devicesуређаји.
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koristeći naizgled beskonačan broj uređaja.
02:20
For exampleпример, one companyкомпанија
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Tako na primer, jedna kompanija
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would tell a storyприча of love
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pripoveda o ljubavi
02:25
throughкроз its very ownвластити searchПретрага engineмотор.
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kroz svoj pretraživač.
02:30
One TaiwaneseTajvanske productionпроизводња studioстудио
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Jedan studio za produkciju iz Tajvana
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would interprettumačenje AmericanAmerikanac politicsполитика in 3D.
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predstavlja američku politiku u 3D-u.
02:35
(LaughterSmeh)
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(smeh)
02:40
And one man would tell the storiesприче of his fatherотац
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A, jedan čovek priča priču o svome ocu
02:44
by usingКористећи a platformплатформа calledпозвани TwitterTwitter-a
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koristeći platformu zvanu "Twitter"
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to communicateкомуницирајте the excrementizmet his fatherотац would gesticulategestikulirajte.
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kako bi pokazao svetu kakve bezobraznosti govori njegov otac.
02:49
And after all this, everyoneсви pausedпаузирана;
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A nakon ovoga, svi su zastali.
02:51
they tookузела a stepкорак back.
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Zakoračili su korak nazad.
02:53
They realizedреализован that, in 6,000 yearsгодине of storytellingприповедање прича,
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Shvatili su da su u 6.000 godina pripovedanja
02:56
they'veони су goneотишла from depictingkoje prikazuju huntingлов on cavepećina wallsзидови
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prešli put od crtanja scena lova u pećinama
03:00
to depictingkoje prikazuju ShakespeareShakespeare on FacebookFacebook wallsзидови.
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do pravljenja Šekspirovog profila na "Facebook"-u.
03:04
And this was a causeузрок for celebrationproslava.
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I to je bio razlog za slavlje.
03:07
The artуметност of storytellingприповедање прича has remainedостао unchangednepromenjene.
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Umetnost pripovedanja je ostala nepromenjena.
03:09
And for the mostнајвише partдео, the storiesприче are recycledрециклирано.
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U i većini slučajeva, priče se prepričavaju.
03:12
But the way that humansљуди tell the storiesприче
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Međutim, način na koji ljudi pričaju priče
03:14
has always evolvedеволуирао
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se uvek razvijao
03:16
with pureчист, consistentдоследно noveltyновост.
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sa čistom i stalnom inovacijom.
03:19
And they rememberedсетио a man,
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I svi bi se setili jednog čoveka,
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one amazingНевероватно Germannemački,
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jednog neverovatnog Nemca,
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everyсваки time a newново storytellingприповедање прича deviceуређај
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svaki put kada bi se pojavilo
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poppedпоппед up nextследећи.
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novo sredstvo pripovedanja.
03:30
And for that,
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I zato je
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the audienceпублика --
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publika,
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the lovelyдивно, beautifulЛепа audienceпублика --
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ljupka, prekrasna publika,
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would liveживи happilySretno ever after.
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živela srećno do kraja života.
03:39
(ApplauseAplauz)
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(aplauz)
Translated by Milija Bozovic
Reviewed by Ana Zivanovic-Nenadovic

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ABOUT THE SPEAKER
Joe Sabia - Storyteller
Joe Sabia investigates new ways to tell stories -- meshing viral video and new display technologies with old-fashioned narrative.

Why you should listen

Joe Sabia is a NYC-based conceptual digital video artist who creates shareable videos and formats across a multitude of genres, amassing more than 1 billion views in total. As a creative consultant, Moth Programming Board member, and award-winning director/editor, his current role has him creating franchise video formats across the Conde Nast Portfolio as VP of Creative Development. 

You may recognize his voice as the guy on Vogue's "73 Questions." Some of his work includes the "Wired Autocomplete Interview" series, "You Sang My Song" on Glamour, and "Lie Detector" and "Tinder Takeover" on Vanity Fair. Joe created "African Men, Hollywood Stereotypes" which launched the awareness campaign of Africa-based non-profit Mama Hope. He spent two years making an art project called "The Office Stare Machine" which takes 700 stares from The Office and catalogues them against hundreds of emotions. He also co-founded "CDZA", a music channel featuring hundreds of conservatory-trained musicians in viral videos, including directing a set with Spike Jonze at the first ever YouTube Music Awards. 

Sabia's hobbies include being an amateur classical pianist, the 2007 international pun champion and proud co-owner of an Italian restaurant. He also documents management facility in the Republic of Georgia.

More profile about the speaker
Joe Sabia | Speaker | TED.com