TEDxColoradoSprings
Christopher Bell: Bring on the female superheroes!
Kristofer Bel (Christopher Bell): Dajte ovamo ženske superheroje!
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Zašto je tako teško naći stvari za ženske superheroje? U ovom strastvenom, blistavom govoru, proučavalac studija medija (i otac devojčice opsednute „Ratovima zvezda“), Kristofer Bel govori o alarmirajućem nedostatku ženskih superheroja među igračkama i proizvodima namenjenim deci i kako to utiče na znanje koje deci prenosimo o svetu.
Christopher Bell - Media studies scholar
Dr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media. Full bio
Dr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media. Full bio
Double-click the English transcript below to play the video.
00:12
I spend most of my time
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Najviše vremena provodim
00:16
thinking about little girls,
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misleći o devojčicama,
00:20
which is kind of a weird thing
for a grown man in our society to say.
for a grown man in our society to say.
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a u našem društvu je pomalo čudno
kad to kaže odrastao čovek.
kad to kaže odrastao čovek.
Ipak, radim to. Najviše vremena
provodim misleći o devojčicama,
provodim misleći o devojčicama,
00:25
But I do. I spend most of my time
thinking about little girls,
thinking about little girls,
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i mislim da je to zato
što i sam imam jednu.
što i sam imam jednu.
00:28
and I think it's primarily
because I have one.
because I have one.
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00:31
This one's mine, and I think
you would really like her.
you would really like her.
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Ovo je moja devojčica
i mislim da bi vam se stvarno dopala.
i mislim da bi vam se stvarno dopala.
00:34
She is smart and funny
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Pametna je i duhovita,
00:36
and kind to people and a good friend.
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dobra prema ljudima i dobar prijatelj.
00:39
But when I talk about my daughter,
the word I find myself saying most
the word I find myself saying most
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Međutim, kad pričam o svojoj kćeri,
reč koju vidim
da najviše koristim je „atleta“.
da najviše koristim je „atleta“.
00:44
is "athlete."
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00:46
My kid's athletic.
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Moje dete je atletičarka.
00:48
She is strong and fast
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Snažna je i brza,
00:50
and has great balance
and good body control.
and good body control.
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ima sjajnu ravnotežu
i dobro kontroliše telo.
i dobro kontroliše telo.
00:54
She is a three-time,
back-to-back-to-back state champion
back-to-back-to-back state champion
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Ona je trostruki državni šampion,
tri puta zaredom u šaolin kempu.
tri puta zaredom u šaolin kempu.
00:57
in Shaolin Kempo.
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00:59
At nine years old, she is already
halfway to a black belt.
halfway to a black belt.
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Sa devet godina, ona je već
na pola puta do crnog pojasa.
na pola puta do crnog pojasa.
01:02
My daughter is athletic.
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Moja ćerka je atletičarka.
01:04
Now, when a man who is six feet two
and 265 pounds stands in front of you
and 265 pounds stands in front of you
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Kada čovek visok skoro 2 m
i težak 120 kg stane pred vas
i težak 120 kg stane pred vas
01:08
and says his daughter is athletic,
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i kaže da mu je ćerka atletičarka,
01:10
you might think
that's a reflection of him.
that's a reflection of him.
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pomislili biste
da je to odraz njega samog.
da je to odraz njega samog.
01:12
It is not.
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Nije.
01:14
(Laughter)
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(Smeh.)
01:15
My wife in high school
was a two-time all-state soccer player
was a two-time all-state soccer player
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Moja žena je u srednjoj školi
dva puta igrala fudbal u državnoj ligi
dva puta igrala fudbal u državnoj ligi
01:18
and a two-time all-state
volleyball player,
volleyball player,
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i dva puta odbojku,
01:21
and I played "Dungeons and Dragons."
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a ja sam igrao „Tamnice i zmajeve“.
01:23
And that is why,
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I baš zato,
01:25
although my daughter is an athlete,
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iako je moja ćerka atletičarka,
01:27
she's also a huge nerd, which I love.
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ona je isto tako i veliki čudak,
što ja volim kod nje.
što ja volim kod nje.
01:30
She walks around our house
in a cloak of flames
in a cloak of flames
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Ona šeta po kući u ognjenom plaštu
01:33
that she made herself.
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koji je sama napravila.
01:35
She sits on the Iron Throne --
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Ona sedi na Gvozdenom prestolu -
01:37
(Laughter)
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(Smeh)
01:39
even though she has never
seen "Game of Thrones,"
seen "Game of Thrones,"
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iako nikad nije gledala „Igru prestola“,
pre svega zato što mi nismo
najgori roditelji ikada.
najgori roditelji ikada.
01:41
primarily because we are not
the worst parents who ever lived.
the worst parents who ever lived.
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Međutim, ona zna da postoji neko
koga zovu Majka zmajeva,
koga zovu Majka zmajeva,
01:45
But she knows there's someone
called the Mother of Dragons,
called the Mother of Dragons,
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i ona sebe zove tako i uživa u tome.
01:48
and she calls herself that
and she loves it.
and she loves it.
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Ona je i veliki fan stripova.
01:50
She's a huge comic book fan.
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01:52
Right now, her favorite
character is Groot.
character is Groot.
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Upravo sad,
njen omiljeni junak je Grut.
njen omiljeni junak je Grut.
Ona voli Gruta.
01:54
She loves Groot.
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01:55
She adores The Incredible Hulk.
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Ona obožava Neverovatnog Hulka.
01:58
But my daughter really at heart,
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Međutim, ono što moja ćerka
najviše voli, što joj je u srcu
najviše voli, što joj je u srcu
02:00
her thing is Star Wars.
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su „Ratovi zvezda“.
02:03
My kid is a Jedi.
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Moje dete je Džedaj.
02:05
Although some days she's also a Sith,
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Mada, nekad je i Sit,
02:07
which is a choice that I can respect.
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što je izbor koji ja poštujem.
02:10
(Laughter)
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(Smeh)
02:11
But here's the question
that I have to ask.
that I have to ask.
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Međutim, moram da postavim jedno pitanje.
02:14
Why is it that when
my daughter dresses up,
my daughter dresses up,
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Zašto svaki put kad se moja ćerka preruši,
02:16
whether it's Groot or The Incredible Hulk,
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bilo u Gruta ili Neverovatnog Hulka,
02:19
whether it's Obi-Wan Kenobi or Darth Maul,
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ili Obi-Van Kenobija ili Darta Mola,
02:22
why is every character
she dresses up as a boy?
she dresses up as a boy?
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zašto je svaki junak
u koga se preruši - dečak?
u koga se preruši - dečak?
02:28
And where are all the female superheroes?
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I gde su svi ženski superheroji?
02:30
And that is not actually the question,
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To i nije pravo pitanje,
02:32
because there's plenty
of female superheroes.
of female superheroes.
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jer ima mnogo ženskih superheroja.
Moje pravo pitanje je gde su stvari
za ženske superheroje.
za ženske superheroje.
02:34
My question really is,
where is all the female superhero stuff?
where is all the female superhero stuff?
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02:38
Where are the costumes?
Where are the toys?
Where are the toys?
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Gde su kostimi? Gde su igračke?
02:41
Because every day when my daughter
plays when she dresses up,
plays when she dresses up,
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Jer svaki dan, kada se moja ćerka
igra, kada se prerušava,
igra, kada se prerušava,
02:45
she's learning stuff
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ona uči stvari
02:48
through a process that,
in my own line of work,
in my own line of work,
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kroz proces koji u mom poslu
profesora studija medija
profesora studija medija
02:50
as a professor of media studies,
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zovemo javnom pedagogijom.
02:52
we refer to as public pedagogy.
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02:53
That is, it is how societies
are taught ideologies.
are taught ideologies.
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Tačnije, to je način kako se društva
uče raznim ideologijama.
uče raznim ideologijama.
02:59
It's how you learned what it meant
to be a man or a woman,
to be a man or a woman,
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Kako ste naučili šta znači
biti čovek ili žena,
biti čovek ili žena,
03:01
what it meant to behave
yourself in public,
yourself in public,
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šta znači lepo se ponašati u javnosti,
03:04
what it meant to be a patriot
and have good manners.
and have good manners.
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šta znači biti patriota
i imati lepe manire.
i imati lepe manire.
03:07
It's all the constituent social relations
that make us up as a people.
that make us up as a people.
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Sve su to temeljni socijalni odnosi
koji nas grade kao ljude.
koji nas grade kao ljude.
03:11
It's, in short, how we learn
what we know about other people
what we know about other people
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To je, ukratko, način na koji učimo
ono što znamo o drugim ljudima
ono što znamo o drugim ljudima
03:15
and about the world.
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i o svetu.
03:17
But we live in a 100-percent
media-saturated society.
media-saturated society.
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Međutim, mi živimo u društvu
koje je 100 posto medijski zasićeno.
koje je 100 posto medijski zasićeno.
03:21
What that means is that every single
aspect of your human existence
aspect of your human existence
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To znači da je baš svaki aspekt
vašeg ljudskog postojanja,
vašeg ljudskog postojanja,
03:25
outside of your basic bodily functions
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pored vaših osnovnih telesnih funkcija,
03:27
is in some way touched by media.
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na neki način dotaknut medijima.
03:29
From the car that you drive
to the food that you eat
to the food that you eat
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Od auta koji vozite,
preko hrane koju jedete,
preko hrane koju jedete,
odeće koju nosite,
03:32
to the clothes that you wear
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načina na koji gradite svoje odnose,
03:33
to the way you construct
your relationships
your relationships
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do samog jezika koji koristite
da biste formirali misao -
da biste formirali misao -
03:35
to the very language
you use to formulate thought --
you use to formulate thought --
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03:38
all of that is in some way mediated.
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sve ovo je na neki način posredovano.
03:42
So the answer in our society
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Znači, odgovor u našem društvu
03:44
to how do we learn what we know
about other people and about the world
about other people and about the world
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na pitanje kako učimo ono što znamo
o drugim ljudima i o svetu
o drugim ljudima i o svetu
03:47
is largely through media.
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glasi - uglavnom preko medija.
03:50
Well, there's a wrinkle in that,
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Pa, ima jedna caka u tome,
03:53
in that our society,
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jer u našem društvu
03:54
media don't simply exist as information
distribution technologies and devices.
distribution technologies and devices.
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mediji nisu samo tehnologije i uređaji
za prenos informacija.
za prenos informacija.
04:00
They also exist as corporate entities.
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Oni su i korporativni entiteti.
04:03
And when the distribution of information
is tied to financial gain,
is tied to financial gain,
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A kad je prenos informacija
vezan za finansijsku dobit,
vezan za finansijsku dobit,
04:08
there's a problem.
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postoji problem.
04:11
How big of a problem?
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Koliki problem?
04:12
Well think about this:
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Razmislite o ovome.
04:13
in 1983, 90 percent of American media
were owned by 50 companies.
were owned by 50 companies.
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Godine 1983, 90 posto američkih medija
bilo je u posedu 50 kompanija.
bilo je u posedu 50 kompanija.
04:20
In any market, 50 companies
doing something is a lot of companies.
doing something is a lot of companies.
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Na bilo kom tržištu, 50 kompanija
koje nešto rade znači mnoštvo kompanija.
koje nešto rade znači mnoštvo kompanija.
04:24
It's a lot of different worldviews.
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To je mnoštvo raznih pogleda na svet.
04:26
In 2015, that number has shrunk to six,
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U 2015. godini
taj broj se smanjio na šest,
taj broj se smanjio na šest,
04:31
six companies.
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šest kompanija.
04:32
They are NBCUniversal Comcast,
AOL Time Warner,
AOL Time Warner,
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To su „NBC Juniversal Komkast“,
„AOL Tajm Vorner“,
„AOL Tajm Vorner“,
04:36
the Walt Disney Company, News Corp,
Viacom and the CBS Corporation.
Viacom and the CBS Corporation.
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kompanija „Volt Dizni“, „Njuz Kor“,
„Vajakom“ i korporacija CBS.
„Vajakom“ i korporacija CBS.
04:42
These six companies produce
nine out of every 10 movies you watch,
nine out of every 10 movies you watch,
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Ovih šest kompanija proizvodi
9 od svakih 10 filmova koje gledate,
9 od svakih 10 filmova koje gledate,
04:46
nine out of every 10 television shows,
nine out of every 10 songs,
nine out of every 10 songs,
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9 od svakih 10 televizijskih emisija,
9 od svakih 10 pesama,
9 od svakih 10 pesama,
04:49
nine out of every 10 books.
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9 od svakih 10 knjiga.
04:51
So my question to you is,
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Dakle, moje pitanje za vas je sledeće:
04:53
if six companies control
90 percent of American media,
90 percent of American media,
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ako šest kompanija kontroliše
90 posto američkih medija,
90 posto američkih medija,
04:57
how much influence do you think they have
over what you're allowed to see every day?
over what you're allowed to see every day?
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koliko uticaja mislite da imaju na ono
što možete da gledate svakodnevno?
što možete da gledate svakodnevno?
05:03
Because in media studies,
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Jer u studijama medija,
05:05
we spend a lot of time saying
that media can't tell us what to think,
that media can't tell us what to think,
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mi često govorimo da nam mediji
ne mogu reći šta da mislimo,
ne mogu reći šta da mislimo,
05:08
and they can't; they're terrible at that.
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i stvarno ne mogu; užasni su u tome.
Međutim, to i nije njihov posao.
05:10
But that's not their job.
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05:12
Media don't tell us what to think.
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Mediji nam ne govore šta da mislimo.
05:14
Media tell us what to think about.
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Mediji nam govore o čemu da mislimo.
05:17
They control the conversation,
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Oni kontrolišu konverzaciju,
05:18
and in controlling the conversation,
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a sa tom kontrolom,
oni ne moraju da vas nateraju
da mislite ono što oni žele.
da mislite ono što oni žele.
05:20
they don't have to get you
to think what they want you to think.
to think what they want you to think.
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Samo će vas naterati da mislite
o stvarima o kojima žele da mislite,
o stvarima o kojima žele da mislite,
05:23
They'll just get you thinking about
the things they want you to think about,
the things they want you to think about,
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i, još bitnije, da ne mislite
o stvarima o kojima ne žele da mislite.
o stvarima o kojima ne žele da mislite.
05:27
and more importantly, not thinking about
the things they don't you to think about.
the things they don't you to think about.
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Oni kontrolišu konverzaciju.
05:31
They control the conversation.
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05:33
How does this work in practice?
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Kako to radi u praksi?
05:34
Let's just take one of those companies.
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Hajde da pogledamo samo jednu kompaniju.
05:36
We'll do an easy one.
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Uzećemo lak primer.
Popričajmo malo o kompaniji „Volt Dizni“.
05:38
Let's talk about the Walt Disney
Company for a second.
Company for a second.
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Evo zašto uvek biram
kompaniju „Volt Dizni“.
kompaniju „Volt Dizni“.
05:40
The reason why I always pick
the Walt Disney Company is this.
the Walt Disney Company is this.
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Postoji li makar jedna osoba ovde
koja nikad nije gledala „Diznijev“ film?
koja nikad nije gledala „Diznijev“ film?
05:43
Is there a single person in this room
who has never seen a Disney movie?
who has never seen a Disney movie?
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05:46
Look around. Exactly.
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Pogledajte. Upravo tako.
05:49
I picked Disney because they have
what we call 100 percent penetration
what we call 100 percent penetration
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„Dizni“ sam izabrao jer ima
ono što zovemo stoprocentnim prodorom
ono što zovemo stoprocentnim prodorom
u naše društvo.
05:53
in our society.
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Baš svaka osoba je izložena Dizniju,
05:54
Every single person
has been exposed to Disney,
has been exposed to Disney,
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05:57
so it's an easy one for me to use.
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pa je to za mene zgodan primer.
05:59
Since 1937, Disney has made most
of its money selling princesses to girls.
of its money selling princesses to girls.
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Od 1937. godine „Dizni“
zarađuje najviše novca
zarađuje najviše novca
prodajući princeze devojčicama.
06:04
It's made a huge chunk of its money.
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Zarađuje ogroman deo svog novca.
06:06
Unless, of course, the princess
your daughter is interested in,
your daughter is interested in,
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Osim, naravno, ako princeza
koja interesuje vašu ćerku,
koja interesuje vašu ćerku,
kao moju, nije ova.
06:09
as my daughter is, is this one.
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06:11
See, in 2012,
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Vidite, 2012. godine,
06:14
Disney purchased LucasFilm
for the sum of four billion dollars,
for the sum of four billion dollars,
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„Dizni“ je kupio „Lukasfilm“
za četiri milijarde dolara
za četiri milijarde dolara
06:18
and immediately they flooded
the Disney stores with Han Solo
the Disney stores with Han Solo
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i „Diznijeve“ prodavnice su smesta
bile preplavljene Hanom Solom
bile preplavljene Hanom Solom
06:22
and Obi-Wan Kenobi, with Darth Vader
and Luke Skywalker and Yoda
and Luke Skywalker and Yoda
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i Obi-Van Kenobijem, Dartom Vejderom,
Lukom Skajvokerom i Jodom,
Lukom Skajvokerom i Jodom,
06:26
and not Princess Leia.
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ali ne i Princezom Lejom.
06:27
Why? Because this princess
messes up the public pedagogy
messes up the public pedagogy
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Zašto?
Zato što ta princeza pravi zbrku
u javnoj pedagogiji za ove princeze.
u javnoj pedagogiji za ove princeze.
06:31
for these princesses.
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06:33
So Disney did not put Princess Leia
merchandise in the store,
merchandise in the store,
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Dakle „Dizni“ nije stavio robu
za Princezu Leju u prodavnice,
za Princezu Leju u prodavnice,
a kad su ljudi otišli tamo i pitali:
06:36
and when people went to Disney and said,
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„Hej, gde su stvari za Princezu Leju?“
06:38
"Hey, where's all
the Princess Leia stuff?"
the Princess Leia stuff?"
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„Dizni“ je odgovorio:
06:40
Disney said, "We have no intention
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„Nemamo nameru da opskrbimo radnju
robom za Princezu Leju.“
robom za Princezu Leju.“
06:42
of putting Princess Leia
merchandise in the store."
merchandise in the store."
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Fanovi su se naljutili i otišli na Tviter
sa haštagom „hoćemo Leju“.
sa haštagom „hoćemo Leju“.
06:44
And fans were angry
and they took to Twitter
and they took to Twitter
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06:46
with the hashtag #WeWantLeia.
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A „Dizni“ je odgovorio:
„Čekajte, nismo tako mislili.
„Čekajte, nismo tako mislili.
06:49
And Disney said,
"Wait, that's not what we meant.
"Wait, that's not what we meant.
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06:51
What we meant was,
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Mislili smo da još nemamo
robu za Princezu Leju,
robu za Princezu Leju,
06:53
we don't have any Princess Leia
merchandise yet, but we will."
merchandise yet, but we will."
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ali nabavićemo je."
06:56
And that was in 2012, and it is 2015,
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To je bilo 2012. godine,
a sada je 2015. godina,
a sada je 2015. godina,
07:00
and if you go to the Disney Store,
as I recently have,
as I recently have,
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a ako odete u „Diznijevu“ radnju,
kao ja nedavno,
kao ja nedavno,
i potražite stvari za Princezu Leju,
07:02
and look for Princess Leia merchandise,
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znate li koliko takvih artikala
ima u „Diznijevoj“ prodavnici?
ima u „Diznijevoj“ prodavnici?
07:04
do you know how many Princess Leia
items there are in the Disney Store?
items there are in the Disney Store?
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Nijednog, jer „Dizni“ nema nameru
da stavi Princezu Leju u prodavnicu.
da stavi Princezu Leju u prodavnicu.
07:08
Zero, because Disney has no intention
of putting Princess Leia in the store.
of putting Princess Leia in the store.
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I to ne treba da nas iznenadi
jer smo saznali da je to njihova politika
jer smo saznali da je to njihova politika
07:11
And we shouldn't be surprised
because we found out that was their policy
because we found out that was their policy
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07:15
when they bought Marvel in 2009
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kad su kupili „Marvel“ 2009. godine
07:19
for the sum of 4.5 billion dollars.
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za iznos od 4,5 milijardi dolara.
07:22
Because when you make a lot of money
selling princesses to girls,
selling princesses to girls,
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Jer kada zaradite mnogo novca
prodajući princeze devojčicama,
prodajući princeze devojčicama,
07:25
you also kind of want
to make money from boys.
to make money from boys.
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vi nekako poželite
da zaradite i na dečacima.
da zaradite i na dečacima.
07:27
And so what better to sell boys
than superheroes?
than superheroes?
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A šta je bolje prodati dečacima
od superheroja?
od superheroja?
07:30
So now Disney had access
to Captain America and to Thor,
to Captain America and to Thor,
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Tako je sada „Dizni“ dobio pristup
Kapetanu Americi i Toru,
Kapetanu Americi i Toru,
07:33
The Incredible Hulk,
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Neverovatnom Hulku,
07:34
and they had access even
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a dobili su pristup
čak i grupi superheroja
za koje niko nikad nije čuo.
za koje niko nikad nije čuo.
07:37
to a group of superheroes
no one had ever even heard of.
no one had ever even heard of.
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07:40
That's how good Marvel was
at selling superheroes.
at selling superheroes.
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„Marvel“ je toliko dobro
prodavao superheroje.
prodavao superheroje.
07:43
Last year, they released a film
called "Guardians of the Galaxy."
called "Guardians of the Galaxy."
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Prošle godine, izbacili su film
„Čuvari galaksije“.
„Čuvari galaksije“.
07:46
It's a film that absolutely
should not work.
should not work.
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To je film koji apsolutno
ne bi trebalo da funkcioniše.
ne bi trebalo da funkcioniše.
07:49
Nobody knew who they were
except for comic book nerds like me.
except for comic book nerds like me.
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Niko nije znao ko su oni
osim zaluđenika za strip poput mene.
osim zaluđenika za strip poput mene.
07:53
One of the characters is a talking tree.
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Jedan od likova je drvo koje govori.
07:56
One of the characters
is an anthropomorphic raccoon.
is an anthropomorphic raccoon.
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Jedan od likova je čovekoliki rakun.
To ne bi trebalo da funkcioniše.
07:58
It should not work.
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07:59
And they made a killing
off of "Guardians of the Galaxy."
off of "Guardians of the Galaxy."
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I tako su oni rasturili
sa „Čuvarima galaksije“.
sa „Čuvarima galaksije“.
08:03
This character here in the middle,
her name is Gamora.
her name is Gamora.
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Ova junakinja u sredini zove se Gamora.
08:05
She's played by Zoe Saldana,
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Igra je Zoi Saldana,
08:07
and she is strong and smart and fast
and fights like a ninja,
and fights like a ninja,
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a snažna je, pametna i brza
i bori se kao nindža,
i bori se kao nindža,
08:11
and she is played
by a beautiful black woman,
by a beautiful black woman,
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a igra je prelepa crnkinja,
08:13
and my daughter fell in love with her.
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i moja ćerka se zaljubila u nju.
08:15
So like any good nerd dad,
I went to buy my daughter Gamora stuff,
I went to buy my daughter Gamora stuff,
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Tako sam, kao i svaki dobri zaluđeni tata,
otišao da kupim ćerki Gamorine stvari
otišao da kupim ćerki Gamorine stvari
08:19
and when I got to the store,
I learned a very interesting thing.
I learned a very interesting thing.
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i kada sam stigao u radnju,
saznao sam nešto vrlo interesantno.
saznao sam nešto vrlo interesantno.
08:23
If I wanted to buy her a Gamora backpack,
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Ako sam hteo da joj kupim
ranac sa Gamorom,
ranac sa Gamorom,
08:25
well, Gamora's not on it.
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pa, na njemu nije bilo Gamore.
08:28
They probably should have marketed this
as "some" of the Guardians of the Galaxy.
as "some" of the Guardians of the Galaxy.
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Verovatno je trebalo da ovo reklamiraju
kao „neke“ od čuvara galaksije.
kao „neke“ od čuvara galaksije.
08:32
(Laughter)
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(Smeh)
08:34
And if I wanted to buy her a lunchbox,
she wasn't on it,
she wasn't on it,
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Ako sam hteo da joj kupim pribor za užinu,
ni tu nje nije bilo,
ni tu nje nije bilo,
08:37
and if I wanted to buy her a t-shirt,
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1976
i ako sam hteo da joj kupim majicu,
08:39
she wasn't on it.
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ni tu je nije bilo.
08:40
And as a matter of fact,
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Zapravo, ako bih otišao
u radnju, kao tada,
u radnju, kao tada,
08:42
if I went to the store, as I did,
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08:44
and looked at the display,
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i pogledao displej,
08:46
you would find a small picture
of Gamora right here,
of Gamora right here,
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tamo bi stajala sličica Gamore,
08:49
but if you look at any
of the actual merchandise on that shelf,
of the actual merchandise on that shelf,
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ali ako zapravo pogledate robu na polici,
08:52
Gamora is not on any of it.
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Gamore nema nigde.
08:55
Now, I could have taken to Twitter
with the hashtag #WheresGamora,
with the hashtag #WheresGamora,
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Mogao sam da odem na Tviter
i haštagujem „gde je Gamora“,
i haštagujem „gde je Gamora“,
08:59
like millions of fans did
across the world,
across the world,
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poput miliona fanova širom sveta,
09:02
but the truth was
I wasn't even really that surprised,
I wasn't even really that surprised,
190
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ali istina je da nisam bio
čak ni iznenađen,
čak ni iznenađen,
09:06
because I was there
when Disney had released "The Avengers."
when Disney had released "The Avengers."
191
534440
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jer znam šta je bilo
kad je „Dizni“ izbacio „Osvetnike“.
kad je „Dizni“ izbacio „Osvetnike“.
09:10
And just this year, we got
a new Avengers movie, the "Age of Ultron,"
a new Avengers movie, the "Age of Ultron,"
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A baš ove godine dobili smo
novi film o njima, „Doba Ultrona“,
novi film o njima, „Doba Ultrona“,
09:13
and we were very excited,
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i bili smo jako uzbuđeni,
09:15
because there was not one
but two female superheroes,
but two female superheroes,
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jer nije bilo samo jednog
već dva ženska superheroja,
već dva ženska superheroja,
09:17
Scarlet Witch and Black Widow.
195
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1976
Grimizna Veštica i Crna Udovica.
09:19
And we were very excited.
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I bili smo jako uzbuđeni.
09:20
But here's the real thing about this.
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Međutim, evo prave istine o tome.
09:23
Even though Scarlett Johansson,
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Iako Skarlet Johanson,
09:24
who is one of the most popular
actresses in America, plays Black Widow,
actresses in America, plays Black Widow,
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jedna od najpopularnijih glumica
u Americi, igra Crnu Udovicu,
u Americi, igra Crnu Udovicu,
09:28
and Black Widow is the star
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a Crna Udovica je zvezda
09:29
of not one, not two,
but five different Marvel movies,
but five different Marvel movies,
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ne jednog, ne dva,
već pet različitih „Marvelovih“ filmova,
već pet različitih „Marvelovih“ filmova,
09:34
there is not a single piece
of Black Widow merchandise available.
of Black Widow merchandise available.
202
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ne postoji nijedan komad robe
za Crnu Udovicu.
za Crnu Udovicu.
09:39
Not one.
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Nijedan.
09:40
And if you go to the Disney store
and look for a Black Widow costume,
and look for a Black Widow costume,
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A ako odete u „Diznijevu“ radnju
i potražite kostim Crne Udovice,
i potražite kostim Crne Udovice,
09:44
what you will find, is you will find
Captain America and The Incredible Hulk.
Captain America and The Incredible Hulk.
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ono što ćete naći su
Kapetan Amerika i Neverovatni Hulk.
Kapetan Amerika i Neverovatni Hulk.
09:47
You will find Iron Man and Thor.
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Naći ćete Ajron Mena i Tora.
09:49
You will even find War Machine,
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Naći ćete čak i Ratnu Mašinu,
09:50
who isn't even really
in the movie that long.
in the movie that long.
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koja čak i nije tako dugo na filmu.
09:53
Who you will not find is Black Widow.
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Ono što nećete naći je Crna Udovica.
09:56
And I could have gone to Twitter
with the hashtag, as many people did,
with the hashtag, as many people did,
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A mogao sam otići na Tviter
i haštagovati, kao mnogi,
i haštagovati, kao mnogi,
09:59
# WheresNatasha.
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„gde je Nataša“,
10:01
But I'm tired of doing that.
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2336
ali umoran sam od toga.
10:03
I'm tired of having to do that.
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Umoran sam što moram to da radim.
10:05
All over the country right now,
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Po celoj zemlji,
klinci se sada igraju kompletom
„Sajkl Blast Kvendžek“,
„Sajkl Blast Kvendžek“,
10:07
there are kids playing
with the Cycle Blast Quinjet play set,
with the Cycle Blast Quinjet play set,
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10:10
where Captain America
rides a motorcycle out of a moving jet
rides a motorcycle out of a moving jet
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gde Kapetan Amerika
izleće na motoru iz aviona u pokretu
izleće na motoru iz aviona u pokretu
10:14
and it's really awesome.
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i to je stvarno fenomenalno.
10:16
You know how awesome it is?
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Znate koliko fenomenalno?
10:17
So awesome that when
it happened in the movie,
it happened in the movie,
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Toliko da kad se to desilo u filmu,
10:20
it was Black Widow that did it.
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to je uradila Crna Udovica.
10:22
Not only has she been erased,
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Ne samo da su je izbrisali,
10:26
but she has been replaced
with a male figure.
with a male figure.
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već i zamenili muškim likom.
10:31
And so what is this teaching us?
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I čemu nas to uči?
10:34
I mean, over the next five years,
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Tokom sledećih pet godina,
10:36
Disney and Warner Bros.
and a bunch of movie studios
and a bunch of movie studios
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„Dizni“, „Braća Vorner“
i gomila filmskih studija
i gomila filmskih studija
10:40
are going to release
over 30 feature-length films
over 30 feature-length films
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izbaciće preko 30 igranih filmova
10:43
with comic book characters,
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o junacima iz stripova,
10:45
and of those 30 feature-length films,
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a od tih 30 igranih filmova,
10:47
exactly two of them
will have female solo leads.
will have female solo leads.
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tačno dva će imati glavne ženske likove.
10:52
Two.
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Dva.
10:53
Now, there will be females
in the rest of these movies,
in the rest of these movies,
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Biće žena i u ostalim filmovima,
10:56
but they will be sidekicks,
they will be love interests,
they will be love interests,
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ali one će biti pratioci,
potencijalne ljubavnice,
potencijalne ljubavnice,
biće članovi timova.
10:59
they will be members of teams.
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Neće biti glavne junakinje.
11:00
They will not be the main character.
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1803
11:02
And if what we learn, what we know
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I ako ono što učimo, ono što znamo
11:04
about other people and about the world
we learn through media,
we learn through media,
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3016
o drugim ljudima i svetu,
učimo kroz medije,
učimo kroz medije,
11:08
then these companies are teaching
my daughter that even if she is strong
my daughter that even if she is strong
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onda ove kompanije uče
moju ćerku da, čak i ako je snažna
moju ćerku da, čak i ako je snažna
11:11
and smart and fast
and fights like a ninja,
and fights like a ninja,
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i pametna i brza
i bori se kao nindža,
i bori se kao nindža,
11:14
all four of which are true of her,
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što sve važi za nju,
11:17
it doesn't matter.
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to nije bitno.
11:19
She will either be ignored like Gamora
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2416
Nju će ili ignorisati, kao Gamoru,
11:22
or erased and replaced with a boy
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ili izbrisati i zameniti dečakom,
11:24
like Black Widow.
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1240
kao Crnu Udovicu.
11:26
And it's not fair.
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A to nije fer.
11:28
It's not fair to her and it's not fair
to your sons and daughters either.
to your sons and daughters either.
245
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4056
Nije fer prema njoj,
a ni prema vašim sinovima i kćerima.
a ni prema vašim sinovima i kćerima.
Međutim, evo u čemu je stvar -
11:32
But here's the thing:
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11:33
I'm raising a little girl,
and she has a little tomboy in her,
and she has a little tomboy in her,
247
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ja odgajam devojčicu,
a ona je u sebi mala muškarača,
a ona je u sebi mala muškarača,
11:37
which by the way is
a terrible thing to call a girl.
a terrible thing to call a girl.
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što je, uzgred, užasan naziv za devojčicu.
11:39
What that basically is saying is,
those traits that define you,
those traits that define you,
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On zapravo kaže
da te osobine koje vas definišu
da te osobine koje vas definišu
zapravo nisu vaše,
11:43
they're not really yours,
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već su vam ih samo na kratko
pozajmili dečaci.
pozajmili dečaci.
11:44
they're just on loan to you
for a little while from boys.
for a little while from boys.
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11:47
But do you know how much grief
she's going to take in her life
she's going to take in her life
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Međutim, da li znate koliko patnje
će ona imati u životu
će ona imati u životu
11:50
for having a little tomboy in her?
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zato što je u sebi mala muškarača?
11:53
Zero. None.
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1976
Nula. Nimalo.
11:55
People will think it's cute.
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Ljudi će reći da je slatka.
Smatraće je plahovitom,
jer u našem društvu,
jer u našem društvu,
11:56
They'll call her feisty,
because in our society,
because in our society,
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11:59
adding so-called male traits to girls
257
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davanje takozvanih
muških osobina devojčicama
muških osobina devojčicama
12:01
is seen as an upgrade, seen as a bonus.
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smatra se nadgradnjom, bonusom.
12:05
I'm not raising a little boy, like Mike.
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Ja ne odgajam dečaka, poput Majka.
Majk je dečak iz Floride.
12:08
Mike is a little boy in Florida.
He's 11 years old,
He's 11 years old,
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On ima 11 godina i najviše na svetu voli
12:11
and the thing that he loves
most in the world
most in the world
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šou koji se zove „Moj mali poni,
prijateljstvo je čarobno“,
prijateljstvo je čarobno“,
12:13
is a show called "My Little Pony:
Friendship is Magic,"
Friendship is Magic,"
262
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12:16
like millions of other children
across America.
across America.
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poput miliona druge dece širom Amerike.
12:19
Now, the show is marketed to girls
ages five to nine,
ages five to nine,
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Taj šou se prodaje devojčicama
od pet do devet godina,
od pet do devet godina,
12:23
but there are millions of boys
265
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ali postoje milioni dečaka
12:25
and grown men
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i odraslih muškaraca
koji uživaju u „Mom malom poniju,
prijateljstvo je čarobno“.
prijateljstvo je čarobno“.
12:27
who enjoy "My Little Pony:
Friendship is Magic."
Friendship is Magic."
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12:29
They have a club.
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Oni imaju klub.
12:30
They call themselves Bronies,
269
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Zovu se Broniz,
12:32
pony bros, guys who like ponies.
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braća poni, dečaci koji vole ponije.
12:36
I happen to be one of them.
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I ja sam jedan od njih.
12:37
And what are Mike and myself
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I šta Majk i ja
12:41
and millions of other boys and men
learning in this feminine,
learning in this feminine,
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i milioni drugih dečaka i ljudi
učimo iz tog ženskastog,
učimo iz tog ženskastog,
12:44
sissified world of "My Little Pony?"
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šonjastog sveta „Mog malog ponija“?
12:47
Well, they're learning to study hard
and to work hard and to party hard
and to work hard and to party hard
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Pa, oni uče da vredno uče,
vredno rade i vredno se zabavljaju,
vredno rade i vredno se zabavljaju,
12:52
and to look good and to feel good
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da izgledaju dobro i osećaju se dobro
12:54
and to do good,
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i čine dobro,
12:55
and heaven preserve us from teaching
these wussified concepts to boys.
these wussified concepts to boys.
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i ne daj bože da učimo dečake
ovim mlakonjskim konceptima.
ovim mlakonjskim konceptima.
13:00
So the other kids in his neighborhood
pick on Mike and they beat him up
pick on Mike and they beat him up
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Dakle, druga deca iz komšiluka
maltretiraju Majka i tuku ga
maltretiraju Majka i tuku ga
13:04
and they make fun of him,
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i rugaju mu se,
13:06
and at 11 years old, Mike goes home,
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i, u svojoj 11. godini, Majk ode kući
13:08
finds a belt, wraps it around his neck,
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nađe kaiš, obmota ga oko vrata
13:10
and hangs himself
from the top bunk of his bed.
from the top bunk of his bed.
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i obesi se na svom krevetu.
13:13
Because we have developed a society
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Zato što smo razvili društvo
u kome bi dečak radije bio mrtav
nego da se misli da voli ženske stvari.
nego da se misli da voli ženske stvari.
13:16
in which you would rather be dead as a boy
than thought of as liking stuff for girls.
than thought of as liking stuff for girls.
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13:22
And that is not Mike's fault.
That is our fault.
That is our fault.
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I to nije Majkova krivica.
To je naša krivica.
To je naša krivica.
13:25
We have failed him.
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Mi smo ga izneverili.
13:27
We have failed our children.
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Izneverili smo svoju decu.
13:30
And we have to do better for them.
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I moramo da za njih radimo bolje.
13:32
We have to stop making it
so that the only female superheroes
so that the only female superheroes
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Moramo prestati da činimo
da se ženski superheroji
da se ženski superheroji
13:35
appear on shirts that are pink
and cut for girls.
and cut for girls.
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pojavljuju samo na roze majicama
koje su namenjene devojčicama.
koje su namenjene devojčicama.
13:38
We have to stop.
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Moramo da prestanemo.
A kad sam ovo sastavljao,
ljudi su mi rekli:
ljudi su mi rekli:
13:40
And when I was putting this together,
people said to me,
people said to me,
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„Pa, to se nikad neće desiti.“
A ja sam rekao: „Stvarno?“
A ja sam rekao: „Stvarno?“
13:42
"Well, that's never going to happen."
And I said, "Oh really?"
And I said, "Oh really?"
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Jer baš ove godine, „Target“ je najavio
13:45
Because just this year, Target announced
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da neće više deliti
radnje igračaka po rodovima.
radnje igračaka po rodovima.
13:47
that they were going to stop
gendering their toy aisles.
gendering their toy aisles.
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13:51
They were going to mix it up.
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Pomešaće ih.
13:52
Now, before we break our shoulders
patting Target on the back,
patting Target on the back,
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Sad, pre nego što nas ruke zabole
od tapšanja „Targeta“ po ramenu,
od tapšanja „Targeta“ po ramenu,
13:56
just this week they released a shirt
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baš ove nedelje izbacili su majicu
13:58
in which one of the most
iconic scenes in "Star Wars: A New Hope"
iconic scenes in "Star Wars: A New Hope"
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sa jednom od najslavnijih scena
iz „Ratova zvezda: Nova nada“,
iz „Ratova zvezda: Nova nada“,
14:01
where Princess Leia stands up
to the Dark Lord of the Sith,
to the Dark Lord of the Sith,
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gde se Princeza Leja suprotstavlja
Mračnom Gospodaru Sita,
Mračnom Gospodaru Sita,
14:04
was released on a t-shirt
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odštampanoj na majici,
14:05
in which she's mysteriously
replaced by Luke.
replaced by Luke.
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na kojoj je Princezu
misteriozno zamenio Luk.
misteriozno zamenio Luk.
14:07
So let's don't pat ourselves
on the back too much.
on the back too much.
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Zato nemojmo da se mnogo
tapšemo po ramenima.
tapšemo po ramenima.
14:11
Just this week also,
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Isto tako, baš ove nedelje,
14:12
Disney announced it was no longer
going to gender its Halloween costumes,
going to gender its Halloween costumes,
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„Dizni“ je najavio da neće više deliti
kostime za Noć veštica na muške i ženske,
kostime za Noć veštica na muške i ženske,
14:17
which I say, "Thank you, Disney,
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zbog čega im kažem: „Hvala, Dizni,
14:18
except the only costumes you make
are of male superheroes,
are of male superheroes,
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ali jedini kostimi koje pravite
su za muške superheroje,
su za muške superheroje,
14:21
so does it matter
who you have wearing them?"
who you have wearing them?"
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pa da li je stvarno važno
ko će ih nositi?“
ko će ih nositi?“
14:25
Just this week, Mattel, who makes Barbie,
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Baš ove nedelje, „Matel“,
koji pravi Barbiku,
koji pravi Barbiku,
14:27
announced they're going to release
a line of DC superhero girls.
a line of DC superhero girls.
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najavio je da će izbaciti seriju
superheroina DC.
superheroina DC.
14:30
And the funny thing is,
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Zanimljivo je da su pričali s devojčicama
14:32
they met with girls
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i pitali ih šta one žele
da vide na lutkama,
da vide na lutkama,
14:33
and asked them what they
wanted to see in dolls,
wanted to see in dolls,
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14:35
and you can see, they have calves
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i, sad vidite da lutke imaju kolena
14:38
and elbows that bend
so they can do superhero stuff.
so they can do superhero stuff.
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i laktove koji se savijaju da bi mogle
da rade ono što mogu superheroji.
da rade ono što mogu superheroji.
14:41
And please buy them.
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I, molim vas, kupite ih.
14:43
And don't just buy them
for your daughters,
for your daughters,
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I nemojte ih samo kupiti vašim ćerkama;
14:45
buy them for your sons.
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kupite ih i vašim sinovima,
14:46
Because it's important that boys
play with and as female superheroes
play with and as female superheroes
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jer važno je da se dečaci
igraju ženskih superheroja
igraju ženskih superheroja
14:51
just as my daughter plays
with and as male superheroes.
with and as male superheroes.
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baš kao što se moja ćerka igra
muških superheroja.
muških superheroja.
14:55
As a matter of fact, what I would love
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Zapravo, ono što bih voleo
14:57
is a world in which every person
who goes to the store
who goes to the store
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je svet u kojem svaka osoba
koja ide u radnju
koja ide u radnju
15:00
goes with a little flowchart in their head
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pođe sa malim nacrtom u glavi
15:03
of whether or not they should buy
this toy for a boy or a girl,
this toy for a boy or a girl,
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da li treba ili ne treba da kupi
igračku za dečaka ili devojčicu,
igračku za dečaka ili devojčicu,
15:06
and it's a real simple flowchart
because it only has one question on it.
because it only has one question on it.
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a to je zaista jednostavan nacrt
jer na njemu stoji samo jedno pitanje,
jer na njemu stoji samo jedno pitanje,
15:09
It says, "Is this toy
operated with you genitals?"
operated with you genitals?"
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a to je: „Da li se ova igračka
upravlja vašim genitalijama?“
upravlja vašim genitalijama?“
15:12
(Laughter)
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(Smeh)
15:14
If the answer is yes,
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Ako je odgovor da,
15:17
then that is not a toy for children.
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onda to nije igračka za decu.
15:19
(Laughter)
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(Smeh)
15:22
And if the answer is no,
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A ako je odgovor ne,
15:25
then it's for boys and girls.
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onda jeste za dečake i devojčice.
15:28
It's really simple.
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Stvarno je jednostavno.
15:29
Because today is about the future
of the future, and in my future,
of the future, and in my future,
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Jer danas govorimo o budućnosti
budućnosti, a u mojoj budućnosti,
budućnosti, a u mojoj budućnosti,
15:33
boys and girls are equally respected,
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dečaci i devojčice su jednako poštovani,
15:37
equally valued, and most importantly,
equally represented.
equally represented.
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jednako cenjeni i, najvažnije od svega,
jednako predstavljeni.
jednako predstavljeni.
15:42
Thank you.
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Hvala vam.
15:43
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Christopher Bell - Media studies scholarDr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media.
Why you should listen
Dr. Christopher Bell is an Assistant Professor of Media Studies and the Director of Graduate Studies in the Department of Communication at the University of Colorado Colorado Springs (UCCS).
At UCCS, Bell teaches both theory and methodology courses in critical analysis of popular culture, rhetorical theory, representation theory and mass media. His academic books include American Idolatry: Celebrity, Commodity and Reality Television (McFarland 2010), Hermione Granger Saves the World! (McFarland 2012), Legilimens! Perspectives in Harry Potter Studies (Cambridge Scholars 2013), From Here to Hogwarts (McFarland 2015) and Wizards vs. Muggles (McFarland 2016).
For more than ten years, Bell has been a featured professional speaker on a variety of college campuses, both large and small, nationally touring on issues of race, class and gender in the media. In what little spare time is left over, Bell is the author of the children's books Do Not Open the Door! and Do Not Look Under the Rug!, a competitive gamer (competing on regional and international circuits), and he travels with his wife and daughter.
Christopher Bell | Speaker | TED.com