TED2009
Renny Gleeson: Our antisocial phone tricks
Reni Glison o antisocijalnim telefonskim trikovima
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U ovom duhovitom (i zapravo oštrom) trominutnom govoru, socijalni strateg Reni Glison (Renny Gleeson) slama naš uvek-u-toku društveni svet - gde je iskustvo koje trenutno doživljavamo manje zanimljivo od onoga što ćemo o njemu tvitovati kasnije.
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:12
What I wanted to talk to you about today is two things:
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Danas sam želeo da vam pričam o dvema stvarima:
00:15
one, the rise of a culture of availability;
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prva, rast kulture dostupnosti
00:18
and two, a request.
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i druga, jedan zahtev.
00:21
So we're seeing a rise of this availability
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Vidimo porast dostupnosti,
00:23
being driven by mobile device proliferation,
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koji pokreće širenje mobilnih naprava,
00:26
globally, across all social strata.
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globalno, kroz sve društvene slojeve.
00:28
We're seeing, along with that proliferation of mobile devices,
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Vidimo, uz to širenje mobilnih naprava,
00:31
an expectation of availability.
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očekivanje dostupnosti.
00:33
And, with that, comes the third point,
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I sa time stiže i treća tačka,
00:35
which is obligation -- and an obligation to that availability.
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a to je obaveza - obaveza prema toj dostupnosti.
00:38
And the problem is, we're still working through,
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A problem je, još uvek radimo na tome,
00:41
from a societal standpoint,
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sa društvene tačke gledanja,
00:43
how we allow people to be available.
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kako dozvoljavamo ljudima da budu dostupni.
00:46
There's a significant delta, in fact,
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Postoji značajno razilaženje, ustvari,
00:48
between what we're willing to accept.
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između onoga što smo voljni da prihvatimo -
00:50
Apologies to Hans Rosling --
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izvinjenje Hansu Roslingu.
00:51
he said anything that's not using real stats is a lie --
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On je rekao da je sve što ne koristi prave podatke laž -
00:54
but the big delta there
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ali veliko razilaženje ovde je u tome
00:56
is how we deal with this from a public standpoint.
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kako se ophodimo prema ovome s javne strane.
00:59
So we've developed certain tactics and strategies
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Tako smo razvili određene taktike i strategije
01:02
to cover up.
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da se prikrijemo.
01:04
This first one's called "the lean."
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Prva se zove "naginjanje".
01:06
And if you've ever been in a meeting where you play sort of meeting "chicken,"
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Ako ste nekada bili na nekom sastanku gde ste izvodili "kokošku",
01:09
you're sitting there, looking at the person, waiting for them to look away,
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sedite tamo, gledate u osobu, čekate da se okrene,
01:12
and then quickly checking the device.
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a onda brzo proveravate uređaj.
01:14
Although you can see the gentleman up on the right is busting him.
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Mada vidite da ga je gospodin s desne strane provalio.
01:17
"The stretch."
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"Istezanje".
01:18
OK, the gentleman on the left is saying, "Screw you,
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OK, gospodin s leve strane kaže, "Jebi se,
01:21
I'm going to check my device."
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ja ću da proverim moj uređaj".
01:23
But the guy, here, on the right,
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Ali ovaj tip, desno,
01:25
he's doing the stretch.
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on se proteže.
01:27
It's that reeeee-e-e-each out, the physical contortion
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To je ono prooooo-ootezanje, fizičko iskrivljenje
01:29
to get that device just below the tabletop.
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da prinesete uređaj tik ispod površine stola.
01:31
Or, my favorite, the "Love you; mean it."
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Ili, moj omiljeni, "Volim te; budi iskren".
01:34
(Laughter)
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(smeh)
01:36
Nothing says "I love you"
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Ništa ne govori "Volim te"
01:38
like "Let me find somebody else I give a damn about."
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kao "Samo da nađem nekog drugog do koga mi je stalo".
01:40
Or, this one, coming to us from India.
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Ili ova, iz Indije.
01:42
You can find this on YouTube,
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Možete naći ovo na "YouTube"-u,
01:44
the gentleman who's recumbent on a motorcycle
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gospodin koji je zavaljen na motoru
01:46
while text messaging.
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dok kuca poruke.
01:47
Or what we call the "sweet gravy, stop me before I kill again!"
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Ili ono što zovemo, "bogo, zaustavi me pre nego što opet ubijem!"
01:51
That is actually the device.
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Ovo je zapravo uređaj.
01:54
What this is doing is, we find a --
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Vidimo -
01:56
(Laughter)
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(smeh)
01:58
a direct collision --
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direktan sudar -
02:02
we find a direct collision between availability --
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vidimo direktan sudar između dostupnosti -
02:05
and what's possible through availability --
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i onoga šta je kroz nju moguće -
02:08
and a fundamental human need -- which we've been hearing about a lot, actually --
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i osnovne ljudske potrebe - o čemu smo dosta slušali -
02:11
the need to create shared narratives.
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potrebe da se stvaraju zajedničke priče.
02:15
We're very good at creating personal narratives,
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Veoma smo dobri u stvaranju ličnih priča,
02:18
but it's the shared narratives that make us a culture.
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ali zajedničke priče nas čine kulturom.
02:21
And when you're standing with someone,
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A kada stojite s nekim
02:24
and you're on your mobile device,
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i koristite svoj mobilni uređaj,
02:26
effectively what you're saying to them is,
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bukvalno im govorite
02:28
"You are not as important as, literally,
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"Nisi toliko važan kao, bukvalno
02:31
almost anything that could come to me through this device."
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skoro bilo šta što mi može stići kroz ovu spravu."
02:34
Look around you.
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Pogledajte oko sebe.
02:37
There might be somebody on one right now,
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Možda neko upravo koristi to,
02:39
participating in multi-dimensional engagement.
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učestvuje u multidimenzionalnoj razmeni.
02:42
(Laughter)
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(smeh)
02:44
Our reality right now is less interesting
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Naša trenutna stvarnost je manje zanimljiva
02:47
than the story we're going to tell about it later.
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od priče koju ćemo kasnije o njoj pričati.
02:50
This one I love.
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Ovu volim.
02:52
This poor kid, clearly a prop --
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Ovaj jadni klinac, očigledno sportista -
02:54
don't get me wrong, a willing prop --
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nemojte me pogrešno shvatiti, željni sportista -
02:56
but the kiss that's being documented kind of looks like it sucks.
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ali taj poljubac koji se snima deluje kao da je sranje.
02:59
This is the sound of one hand clapping.
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Ovo je zvuk aplauza jedne ruke.
03:02
So, as we lose the context of our identity,
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Dakle, kako gubimo kontekst svog identiteta,
03:06
it becomes incredibly important
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postaje neverovatno važno
03:09
that what you share becomes the context of shared narrative,
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da ono što delite postane kontekst zajedničke priče,
03:12
becomes the context in which we live.
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postane kontekst u kome živimo.
03:14
The stories that we tell -- what we push out --
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Mi postajemo priče
03:17
becomes who we are.
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koje pričamo - ono što izbacujemo.
03:19
People aren't simply projecting identity,
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Nije da samo projektuju identitet,
03:21
they're creating it.
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oni ga kreiraju.
03:23
And so that's the request I have for everybody in this room.
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To je dakle, zahtev koji imam od svih u prostoriji.
03:25
We are creating the technology
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Stvaramo tehnologiju
03:26
that is going to create the new shared experience,
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koja će kreirati novo zajedničko iskustvo,
03:28
which will create the new world.
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koje će kreirati novi svet.
03:30
And so my request is,
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I moj zahtev je,
03:32
please, let's make technologies
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molim vas, hajde da pravimo tehnologije
03:34
that make people more human,
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koje čine ljude više humanima,
03:36
and not less.
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a ne manje.
03:38
Thank you.
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Hvala.
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com