TED@Intel
Maria Bezaitis: Why we need strangeness
Marija Bezajtis (Maria Bezaitis): Iznenađujuća potreba za nepoznatošću
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U našem digitalnom svetu podaci su postali posrednici u društvenim vezama. I ne shvatajući, zabarikadirali smo se protiv nepoznatosti - ljudi i ideja koji se ne uklapaju u šablon onih koje poznajemo, onoga što nam se već sviđa i gde smo već bili. Poziv tehnologiji da nam dostavi ono što i onog ko nam treba, čak iako je nepoznato. (Snimljeno na TED@Intel.)
Maria Bezaitis - Computer engineer
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
A principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models. Full bio
Double-click the English transcript below to play the video.
00:12
"Don't talk to strangers."
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"Ne razgovaraj sa nepoznatima."
00:16
You have heard that phrase uttered
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Slušali ste ovu frazu
00:18
by your friends, family, schools and the media for decades.
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od vaših prijatelja, porodice,
škole, medija, decenijama
škole, medija, decenijama
00:22
It's a norm. It's a social norm.
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To je norma. Društvena norma.
00:25
But it's a special kind of social norm,
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Ali posebna
vrsta društvene norme,
vrsta društvene norme,
00:27
because it's a social norm that wants to tell us
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zato što je to društvena norma
koja hoće da nam kaže
koja hoće da nam kaže
00:30
who we can relate to and who we shouldn't relate to.
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s kim možemo da stupamo u kontakt,
a s kim ne bi trebalo.
a s kim ne bi trebalo.
00:34
"Don't talk to strangers" says,
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"Ne razgovaraj sa nepoznatima", kaže,
00:37
"Stay from anyone who's not familiar to you.
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"Kloni se svakoga ko ti nije poznat.
00:41
Stick with the people you know.
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Drži se ljudi koje poznaješ.
00:43
Stick with people like you."
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Drži se ljudi koji su kao ti."
00:46
How appealing is that?
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Koliko je to primamljivo?
00:49
It's not really what we do, is it, when we're at our best?
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To nije baš ono što radimo
kad smo u elementu, zar ne?
kad smo u elementu, zar ne?
00:52
When we're at our best, we reach out to people
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Kad smo u elementu,
idemo u susret ljudima
idemo u susret ljudima
00:55
who are not like us,
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koji nisu kao mi,
00:56
because when we do that, we learn from people
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jer kad to radimo, učimo od ljudi
00:59
who are not like us.
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koji nisu kao mi.
01:01
My phrase for this value of being with "not like us"
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Moj izraz za "biti s nekim ko nije kao mi"
01:06
is "strangeness,"
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je "nepoznatost"
01:07
and my point is that in today's digitally intensive world,
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i moja poenta je da
u današnjem digitalnom svetu
u današnjem digitalnom svetu
01:11
strangers are quite frankly not the point.
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nepoznati, iskreno, nisu poenta.
01:15
The point that we should be worried about is,
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Poenta je da bi trebalo
da se brinemo za to
da se brinemo za to
01:17
how much strangeness are we getting?
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koliko "nepoznatosti" dobijamo?
01:20
Why strangeness? Because our social relations
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Zašto "nepoznatost"?
Zato što u našim društvenim odnosima,
Zato što u našim društvenim odnosima,
01:23
are increasingly mediated by data,
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u sve većoj meri posreduju podaci
01:26
and data turns our social relations into digital relations,
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i podaci menjaju naše
društvene odnose u digitalne odnose
društvene odnose u digitalne odnose
01:30
and that means that our digital relations
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i to znači da naši digitalni odnosi
01:32
now depend extraordinarily on technology
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sada izuzetno mnogo zavise
od tehnologije
od tehnologije
01:36
to bring to them a sense of robustness,
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koja im donosi osećaj robusnosti,
01:39
a sense of discovery,
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osećaj otkrića,
01:41
a sense of surprise and unpredictability.
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osećaj iznenađenja i nepredvidivosti.
01:44
Why not strangers?
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Zašto ne nepoznati?
01:46
Because strangers are part of a world
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Zato što su nepoznati
deo sveta
deo sveta
01:48
of really rigid boundaries.
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vrlo krutih granica.
01:50
They belong to a world of people I know
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Oni pripadaju svetu ljudi koje poznajem
01:53
versus people I don't know,
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naspram ljudi koje ne poznajem
01:56
and in the context of my digital relations,
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i u kontekstu mojih digitalnih odnosa,
01:58
I'm already doing things with people I don't know.
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ja već radim stvari sa ljudima
koje ne poznajem.
koje ne poznajem.
02:02
The question isn't whether or not I know you.
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Pitanje nije,
da li vas poznajem ili ne.
da li vas poznajem ili ne.
02:06
The question is, what can I do with you?
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Pitanje je,
šta mogu da uradim sa vama?
šta mogu da uradim sa vama?
02:08
What can I learn with you?
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Šta mogu da naučim sa vama?
02:11
What can we do together that benefits us both?
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Šta možemo oboje da uradimo
što bi nam oboma koristilo?
što bi nam oboma koristilo?
02:15
I spend a lot of time thinking about
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Provodim dosta vremena
razmišljajući o tome
razmišljajući o tome
02:17
how the social landscape is changing,
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kako se društveni pejzaž menja,
02:20
how new technologies create new constraints
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kako nove tehnologije stvaraju
nova ograničenja
nova ograničenja
02:23
and new opportunities for people.
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i nove mogućnosti za ljude.
02:25
The most important changes facing us today
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Najvažnije promene sa kojima
se danas suočavamo
se danas suočavamo
02:28
have to do with data and what data is doing
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imaju veze sa podacima
i s onim što podaci rade
i s onim što podaci rade
02:31
to shape the kinds of digital relations
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da oblikuju vrste digitalnih odnosa
02:33
that will be possible for us in the future.
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koji će biti mogući
za nas u budućnosti.
za nas u budućnosti.
02:35
The economies of the future depend on that.
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Ekonomije budućnosti
zavise od toga.
zavise od toga.
02:38
Our social lives in the future depend on that.
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Naši društveni životi u budućnosti
zavise od toga.
zavise od toga.
02:41
The threat to worry about isn't strangers.
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Ono što bi trebalo da nas brine,
nisu nepoznati.
nisu nepoznati.
02:44
The threat to worry about is whether or not
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Ono što bi trebalo da nas brine je,
02:46
we're getting our fair share of strangeness.
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da li dobijamo ili ne,
svoj deo "nepoznatosti".
svoj deo "nepoznatosti".
02:49
Now, 20th-century psychologists and sociologists
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Psiholozi i sociolozi dvadesetog veka
02:51
were thinking about strangers,
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su razmišljali o nepoznatima,
02:53
but they weren't thinking so dynamically about human relations,
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ali nisu razmišljali tako dinamično
o ljudskim odnosima
o ljudskim odnosima
02:56
and they were thinking about strangers
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i mislili su o nepoznatima
02:58
in the context of influencing practices.
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u kontekstu uticajnih praksi.
03:00
Stanley Milgram from the '60s and '70s,
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Stenli Milgram iz '60-ih i '70-ih,
03:03
the creator of the small-world experiments,
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tvorac eksperimenata malog sveta,
03:05
which became later popularized as six degrees of separation,
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koji su kasnije postali poznati
kao šest nivoa razdvojenosti,
kao šest nivoa razdvojenosti,
03:08
made the point that any two arbitrarily selected people
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zaključio je da su bilo koja dva
slučajno izabrana čoveka
slučajno izabrana čoveka
03:12
were likely connected from between five to seven intermediary steps.
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najverovatnije povezani preko
5 do 7 posrednih koraka.
5 do 7 posrednih koraka.
03:15
His point was that strangers are out there.
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Njegova poenta je bila
da su nepoznati dostupni.
da su nepoznati dostupni.
03:18
We can reach them. There are paths
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Možemo da dođemo do njih.
Postoje putevi
Postoje putevi
03:20
that enable us to reach them.
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koji nam omogućavaju
da dođemo do njih.
da dođemo do njih.
03:23
Mark Granovetter, Stanford sociologist, in 1973
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Mark Granoveter,
sociolog sa Stenforda, 1973.
sociolog sa Stenforda, 1973.
03:26
in his seminal essay "The Strength of Weak Ties,"
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u svom originalnom eseju
"Jačina slabih veza"
"Jačina slabih veza"
03:29
made the point that these weak ties
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zaključio je da su ove slabe veze
03:32
that are a part of our networks, these strangers,
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koje su deo naših mreža,
oni nepoznati,
oni nepoznati,
03:35
are actually more effective at diffusing information to us
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u stvari mnogo efikasniji
u širenju informacija ka nama
u širenju informacija ka nama
03:38
than are our strong ties, the people closest to us.
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nego naše jake veze,
nama najbliži ljudi.
nama najbliži ljudi.
03:42
He makes an additional indictment of our strong ties
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On dodatno optužuje
naše jake veze
naše jake veze
03:46
when he says that these people who are so close to us,
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kada kaže da oni ljudi
koji su nam najbliži,
koji su nam najbliži,
03:48
these strong ties in our lives,
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one jake veze u našim životima,
03:50
actually have a homogenizing effect on us.
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u stvari imaju
homogenizujući efekat na nas.
homogenizujući efekat na nas.
03:54
They produce sameness.
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Proizvode jednakost.
03:56
My colleagues and I at Intel have spent the last few years
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Moje kolege i ja u Intelu smo proveli
poslednjih nekoliko godina
poslednjih nekoliko godina
03:59
looking at the ways in which digital platforms
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posmatrajuću načine
na koje digitalne platforme
na koje digitalne platforme
04:02
are reshaping our everyday lives,
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preoblikuju naše živote,
04:04
what kinds of new routines are possible.
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koje su vrste novih šablona moguće.
04:06
We've been looking specifically at the kinds
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Posmatrali smo posebno vrste
04:08
of digital platforms that have enabled us
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digitalnih platformi
koje su nam omogućile
koje su nam omogućile
04:10
to take our possessions, those things that used to be
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da uzmemo ono što nam pripada,
one stvari koje su bile
one stvari koje su bile
04:14
very restricted to us and to our friends in our houses,
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vrlo ograničene nama
i našim prijateljima u našim kućama
i našim prijateljima u našim kućama
04:17
and to make them available to people we don't know.
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i učinile ih dostupnim ljudima
koje ne poznajemo.
koje ne poznajemo.
04:20
Whether it's our clothes, whether it's our cars,
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Bilo da je to naša odeća
ili naši automobili,
ili naši automobili,
04:23
whether it's our bikes, whether it's our books or music,
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naši bicikli, naše knjige ili muzika,
04:26
we are able to take our possessions now
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sad možemo da uzmemo
ono što je naše
ono što je naše
04:29
and make them available to people we've never met.
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i učinimo dostupnim
ljudima koje nikad nismo sreli.
ljudima koje nikad nismo sreli.
04:32
And we concluded a very important insight,
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Zaključili smo nešto vrlo važno,
04:35
which was that as people's relationships
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a to je da: kako se odnosi ljudi
04:37
to the things in their lives change,
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sa stvarima u njihovom životu
menjaju,
menjaju,
04:39
so do their relations with other people.
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tako se menjaju i njihovi
odnosi sa drugim ljudima.
odnosi sa drugim ljudima.
04:43
And yet recommendation system
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A sistemi preporuke
04:44
after recommendation system continues to miss the boat.
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jedan za drugim
nastavljaju da greše.
nastavljaju da greše.
04:49
It continues to try to predict what I need
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Oni nastavljaju da predviđaju
šta mi je potrebno,
šta mi je potrebno,
04:51
based on some past characterization of who I am,
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zasnovano na prethodnom opisu
onoga šta predstavljam,
onoga šta predstavljam,
04:54
of what I've already done.
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onoga što sam već uradila.
04:57
Security technology after security technology
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Tehnologije obezbeđenja
jedna za drugom
jedna za drugom
04:59
continues to design data protection
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nastavljaju da projektuju
zaštitu podataka
zaštitu podataka
05:01
in terms of threats and attacks,
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od pretnji i napada,
05:04
keeping me locked into really rigid kinds of relations.
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čuvajući me zaključanu u
vrlo krutim vrstama odnosa.
vrlo krutim vrstama odnosa.
05:07
Categories like "friends" and "family"
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Kategorije kao "prijatelji" i "porodica"
05:10
and "contacts" and "colleagues"
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i "kontakti" i "kolege",
05:12
don't tell me anything about my actual relations.
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ne govore mi ništa
o mojim stvarnim odnosima.
o mojim stvarnim odnosima.
05:16
A more effective way to think about my relations
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Efikasniji način za razmišljanje
o mojim odnosima
o mojim odnosima
05:18
might be in terms of closeness and distance,
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možda bi bio u vezi
bliskosti i udaljenosti,
bliskosti i udaljenosti,
05:21
where at any given point in time, with any single person,
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gde sam u svakom trenutku
sa svakom osobom,
sa svakom osobom,
05:25
I am both close and distant from that individual,
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podjednako blizu
i daleko od te osobe,
i daleko od te osobe,
05:28
all as a function of what I need to do right now.
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a sve u funkciji toga
šta treba da uradim sada.
šta treba da uradim sada.
05:33
People aren't close or distant.
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Ljudi nisu blizu ili udaljeni.
05:35
People are always a combination of the two,
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Ljudi su uvek kombinacija ova dva
05:38
and that combination is constantly changing.
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i ta kombinacija se stalno menja.
05:42
What if technologies could intervene
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Šta ako bi tehnologije
mogle da se umešaju
mogle da se umešaju
05:45
to disrupt the balance of certain kinds of relationships?
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da poremete ravnotežu
određenih vrsta odnosa?
određenih vrsta odnosa?
05:49
What if technologies could intervene
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Šta ako bi tehnologije
mogle da se umešaju
mogle da se umešaju
05:51
to help me find the person that I need right now?
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da mi pomognu da nađem
osobu koja mi je potrebna sada?
osobu koja mi je potrebna sada?
05:55
Strangeness is that calibration
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Nepoznatost je to podešavanje
05:57
of closeness and distance
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bliskosti i udaljenosti
06:00
that enables me to find the people that I need right now,
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koje mi omogućava da nađem ljude
koji su mi sada potrebni,
koji su mi sada potrebni,
06:04
that enables me to find the sources of intimacy,
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koje mi omogućava
da nađem izvore intimnosti,
da nađem izvore intimnosti,
06:07
of discovery, and of inspiration that I need right now.
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otkrića i inspiracije
koji su mi potrebni sada.
koji su mi potrebni sada.
06:11
Strangeness is not about meeting strangers.
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"Nepoznatost" nije upoznavanje stranaca.
06:13
It simply makes the point that we need
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To je jednostavno suština
onoga što nam treba
onoga što nam treba
06:16
to disrupt our zones of familiarity.
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da poremetimo naše zone bliskosti.
06:19
So jogging those zones of familiarity is one way to think about strangeness,
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Drmusanje ovih zona bliskosti
je jedan od načina da se misli o nepoznatosti
je jedan od načina da se misli o nepoznatosti
06:23
and it's a problem faced not just by individuals today,
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i to je problem sa kojim se danas
suočavaju ne samo pojedinci
suočavaju ne samo pojedinci
06:25
but also by organizations,
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nego takođe i organizacije,
06:28
organizations that are trying to embrace massively new opportunities.
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organizacije koje pokušavaju
da prigrle nove prilike.
da prigrle nove prilike.
06:32
Whether you're a political party
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Bilo da ste politička partija
06:34
insisting to your detriment on a very rigid notion
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koja insistira, na vašu štetu,
na vrlo krutom pogledu na to
na vrlo krutom pogledu na to
06:37
of who belongs and who does not,
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ko pripada, a ko ne,
06:39
whether you're the government
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bilo da ste vlada
06:41
protecting social institutions like marriage
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koja štiti društvene institucije
kao što je brak
kao što je brak
06:44
and restricting access of those institutions to the few,
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i ograničava pristup ovim institucijama
na samo nekoliko,
na samo nekoliko,
06:48
whether you're a teenager in her bedroom
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bilo da ste tinejdžerka u svojoj sobi
06:50
who's trying to jostle her relations with her parents,
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koja pokušava da pogura svoje odnose
sa roditeljima,
sa roditeljima,
06:53
strangeness is a way to think about how we pave the way
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"nepoznatost" je način da mislimo
kako smo olakšali razvoj
kako smo olakšali razvoj
06:56
to new kinds of relations.
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novih vrsta odnosa.
06:59
We have to change the norms.
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Moramo da promenimo norme.
07:02
We have to change the norms in order to enable
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Moramo da promenimo norme
da bismo omogućili
da bismo omogućili
07:05
new kinds of technologies
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nove vrste tehnologija
07:07
as a basis for new kinds of businesses.
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kao osnovu za nove vrste poslova.
07:10
What interesting questions lie ahead for us
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Koja zanimljiva pitanja
su pred nama
su pred nama
07:14
in this world of no strangers?
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u ovom svetu bez nepoznatih?
07:16
How might we think differently about our relations with people?
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Kako bismo mogli da razmišljamo
drugačije o našim odnosima s ljudima?
drugačije o našim odnosima s ljudima?
07:20
How might we think differently about our relations
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Kako bismo mogli da razmišljamo
drugačije o našim odnosima
drugačije o našim odnosima
07:23
with distributed groups of people?
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sa raširenim grupama ljudi?
07:25
How might we think differently about our relations with technologies,
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Kako bismo mogli da mislimo drugačije
o našim odnosima sa tehnologijama,
o našim odnosima sa tehnologijama,
07:30
things that effectively become social participants
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stvarima koje postaju
učesnici u društvu
učesnici u društvu
07:33
in their own right?
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svojom zaslugom?
07:35
The range of digital relations is extraordinary.
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Opseg digitalnih odnosa je neverovatan.
07:39
In the context of this broad range of digital relations,
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U kontekstu ovog širokog
opsega digitalnih odnosa
opsega digitalnih odnosa
07:43
safely seeking strangeness might very well be
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bezbedno traženje nepoznatosti
moglo bi da bude
moglo bi da bude
07:46
a new basis for that innovation.
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nova osnova za tu inovaciju.
07:48
Thank you.
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Hvala.
07:50
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Maria Bezaitis - Computer engineerA principal engineer at Intel, Maria Bezaitis focuses on how constellations of personal data can form new business models.
Why you should listen
Maria Bezaitis examines the social and cultural landscape, charting new directions for technology innovation within it. At Intel, her work focuses on personal data and how it develops relationally – and what this will mean in terms of new business models, the development of new devices and interfaces, and the creation of better security technologies.
Maria joined Intel in June 2006 to direct the People and Practices Research Group. She also played a leadership role at the cutting-edge social research and design organizations, E-Lab and Sapient Corporation. A longtime literature student, Bezaitis finished her Ph.D at Duke University in French Literature.
Maria Bezaitis | Speaker | TED.com