TED2010
David Cameron: The next age of government
Dejvid Kameron (David Cameron): Novo doba vlade
Filmed:
Readability: 3.8
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Vođa britanske konzervativne partije tvrdi da ulazimo u novu eru - u kojoj vlada ima manje moći (i manje novca), dok ljudi osnaženi tehnologijom imaju više. Upotrebom novih ideja na polju bihejvioralne ekonomije, on diskutuje kako ove inovacije mogu biti upotrebljene na pametniji način.
David Cameron - Politician
David Cameron is the prime minister of the UK and the leader of the UK's Conservative Party. Full bio
David Cameron is the prime minister of the UK and the leader of the UK's Conservative Party. Full bio
Double-click the English transcript below to play the video.
00:16
Someone once said that politics is, of course, "showbiz for ugly people."
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Neko je jednom rekao, da je politika,
u stvari, "šoubiznis za ružne ljude"
u stvari, "šoubiznis za ružne ljude"
00:21
So, on that basis, I feel like I've really arrived.
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Na osnovu toga,
verujem da sam uspešan.
verujem da sam uspešan.
00:25
The other thing to think of is what an honor it is, as a politician,
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Druga stvar o kojoj razmišljam jeste
kakva mi je čast, kao političaru,
kakva mi je čast, kao političaru,
00:28
to give a TED talk, particularly here in the U.K.,
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da držim TED govor,
posebno ovde u Velikoj Britaniji,
posebno ovde u Velikoj Britaniji,
00:31
where the reputation of politics, with the expenses scandal, has sunk so low.
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gde je ugled politike, zahvaljujući
skandalima, pao veoma nisko.
skandalima, pao veoma nisko.
00:37
There was even a story recently that scientists had thought about
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Postoji čak i priča, koju su nedavno
osmislili naučnici
osmislili naučnici
00:41
actually replacing rats in their experiments with politicians.
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u kojoj, u svojim eksperimentima,
pacove zamenjuju političarima.
pacove zamenjuju političarima.
00:46
And someone asked,"Why?"
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Neko je upitao, "Zašto?"
00:48
and they said, "Well, there's no shortage of politicians,
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a oni su odgovorili,
"Pa, nema nestašice političara,
"Pa, nema nestašice političara,
00:52
no one really minds what happens to them
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niko ne misli o tome
šta će se desiti sa njima
šta će se desiti sa njima
00:55
and, after all, there are some things that rats just won't do."
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i na kraju krajeva, postoje neke stvari
koje pacovi ne žele da urade".
koje pacovi ne žele da urade".
00:58
(Laughter)
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(Smeh)
01:00
Now, I know you all love data, so I'm starting with a data-rich slide.
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Znam da svi volite podatke, zato počinjem
sa slajdom bogatim podacima
sa slajdom bogatim podacima
01:04
This, I think, is the most important fact to bear in mind
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Ovo je, mislim, najvažnija činjenica
koju treba da zapamtite
koju treba da zapamtite
01:07
in British politics or American politics,
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o britanskoj i američkoj politici,
01:11
and that is: We have run out of money.
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a to je: ponestalo nam je novca.
01:13
We have vast budget deficits.
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Imamo ogroman budžetski deficit.
01:16
This is my global public debt clock,
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Ovo je moj globalni
sat javnog duga
sat javnog duga
01:19
and, as you can see, it's 32 trillion and counting.
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i, kao što možete videti,
iznosi 32 biliona i i dalje broji.
iznosi 32 biliona i i dalje broji.
01:23
And I think what this leads to
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Mislim da ovo vodi
01:25
is a very simple recognition,
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do jednog veoma jednostavnog
priznanja
priznanja
01:28
that there's one question in politics at the moment above all other,
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da u ovom momentu, u politici,
postoji jedno pitanje pre svih
postoji jedno pitanje pre svih
01:31
and it's this one: How do we make things better without spending more money?
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a to je sledeće: kako da poboljšamo
stvari, a da ne trošimo više novca?
stvari, a da ne trošimo više novca?
01:36
Because there isn't going to be a lot of money to improve public services,
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Zato što neće biti mnogo novca
za unapređenje javnih službi
za unapređenje javnih službi
01:40
or to improve government, or to improve so many of the things
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ili za unapređenje vlade
ili mnogo stvari
ili mnogo stvari
01:43
that politicians talk about.
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o kojima političari pričaju.
01:45
So what follows from that is that if you think it's all about money --
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Ono što sledi iz svega ovoga je da,
ako mislite da je sve u novcu -
ako mislite da je sve u novcu -
01:51
you can only measure success in public services
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uspeh možete da merite
samo u javnim sektorima
samo u javnim sektorima
01:54
in health care and education and policing by spending more money,
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u zdravstvu i obrazovanju i policiji,
trošeći još više novca,
trošeći još više novca,
01:58
you can only measure progress by spending money --
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možete da merite napredak
jedino trošenjem novca -
jedino trošenjem novca -
02:01
you're going to have a pretty miserable time.
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neće vam biti lepo.
02:04
But if you think a whole lot of other things matter that lead up to well being --
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Međutim, ako mislite da su mnoge
druge stvari koje vode do dobrobiti važnije -
druge stvari koje vode do dobrobiti važnije -
02:08
things like your family relationships, friendship, community, values --
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stvari poput odnosa u porodici,
prijateljstva, zajednice, vrednosti -
prijateljstva, zajednice, vrednosti -
02:11
then, actually, this is an incredibly exciting time to be in politics.
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onda je u stvari, ovo izuzetno uzbudljivo
vreme za bavljenje politikom.
vreme za bavljenje politikom.
02:16
And the really simple argument I want to make tonight,
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Večeras želim da iznesem
jedan veoma jednostavan
jedan veoma jednostavan
02:18
the really straightforward argument is this:
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i vrlo jasan argument, a on je sledeći:
02:20
That if we combine the right political philosophy, the right political thinking,
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ako spojimo pravu političku filozofiju,
pravo političko razmišljanje,
pravo političko razmišljanje,
02:26
with the incredible information revolution that has taken place,
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sa neverovatnom revolucijom
informacija, koja se dešava,
informacija, koja se dešava,
02:30
and that all of you know so much more about than I do,
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a vi o tome znate mnogo više nego ja,
verujem da postoji
verujem da postoji
02:34
I think there's an incredible opportunity to actually remake politics,
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neverovatna mogućnost
za stvarno obnavljanje politike
za stvarno obnavljanje politike
02:38
remake government, remake public services,
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obnavljanje vlade, javnih sektora,
02:41
and achieve what's up on that slide, which is a big increase in our well-being.
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i postzanje onoga što je na slajdu,
ogromnog porasta dobrobiti.
ogromnog porasta dobrobiti.
02:46
That's the argument I want to make tonight.
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To je argument koji želim
da iznesem večeras.
da iznesem večeras.
02:49
So, starting with the political philosophy.
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Da počnemo od političke filozofije.
02:52
Now I'm not saying for a minute that British Conservatives have all the answers.
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Ne tvrdim da britanski konzervativci
imaju odgovore na sva pitanja.
imaju odgovore na sva pitanja.
02:55
Of course we don't.
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Naravno da nemamo.
02:57
But there are two things at heart that I think drive a conservative philosophy
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Međutim, postoje dve suštinske stvari
koje pokreću filozofiju konzervativizma
koje pokreću filozofiju konzervativizma
03:02
that are really relevant to this whole debate.
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i one su veoma važne za ovu debatu.
03:04
The first is this: We believe that if you give people
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Prva je sledeća: mi verujemo,
da ako date ljudima
da ako date ljudima
03:06
more power and control over their lives,
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više moći i kontrole nad njihovim životima,
03:09
if you give people more choice,
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ako date ljudima više izbora,
03:11
if you put them in the driving seat,
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ako im date da upravljaju,
03:13
then actually, you can create a stronger and better society.
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onda možete da stvorite
jače i bolje društvo.
jače i bolje društvo.
03:16
And if you marry this fact with the incredible abundance
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I ako se vežete za ovu činjenicu,
sa neverovatnim bogatstvom informacija
sa neverovatnim bogatstvom informacija
03:20
of information that we have in our world today,
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koje posedujemo u današnjem svetu,
03:22
I think you can completely, as I've said,
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verujem da možete, u potpunosti,
kao što rekoh,
kao što rekoh,
03:24
remake politics, remake government, remake your public services.
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da obnovite politiku, vladu,
vaše javne sektore.
vaše javne sektore.
03:29
The second thing we believe is we believe in going with the grain of human nature.
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Druga stvar u koju verujemo je
razumevanje suštine ljudske prirode.
razumevanje suštine ljudske prirode.
03:33
Politics and politicians will only succeed
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Politika i političari će jedino uspeti
03:36
if they actually try and treat with people as they are,
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ako se zaista potrude da prihvate
ljude onakvim kakvi jesu
ljude onakvim kakvi jesu
03:41
rather than as they would like them to be.
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pre nego kakvi bi želeli da budu.
03:44
Now, if you combine this very simple, very conservative thought --
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Ako povežete ovu veoma jednostavnu,
veoma konzervativnu misao -
veoma konzervativnu misao -
03:47
go with the grain of human nature --
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razumevanje suštine ljudske prirode -
03:49
with all the advances in behavioral economics,
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sa svim dostignućima
u bihejvioralnoj ekonomiji,
u bihejvioralnoj ekonomiji,
03:52
some of which we were just hearing about,
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o nekima smo tek sad saznali,
03:54
again, I think we can achieve a real increase in well-being,
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opet, verujem da možemo postići
značajan porast dobrobiti,
značajan porast dobrobiti,
03:57
in happiness, in a stronger society
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sreće, u jačem društvu,
04:00
without necessarily having to spend a whole lot more money.
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bez bespotrebnog trošenja
velike količine novca.
velike količine novca.
04:04
Now, why do I think now is the moment to make this argument?
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Zašto smatram da je sada
pravo vreme za ovu raspravu?
pravo vreme za ovu raspravu?
04:08
Well, I'm afraid you're going to suffer a short, condensed history lesson
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Pa, bojim se da ćete iskusiti jednu
kratku, sažetu lekciju iz istorije
kratku, sažetu lekciju iz istorije
04:12
about what I would say are the three passages of history:
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o kojoj bih rekao da sadrži
tri odlomka iz istorije:
tri odlomka iz istorije:
04:15
the pre-bureaucratic age, the bureaucratic age
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vreme pre birokratije,
vreme birokratije
vreme birokratije
04:19
and what we now live in, which I think is a post-bureaucratic age.
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i vreme u kojem živimo, za koje verujem
da je vreme posle birokratije.
da je vreme posle birokratije.
04:22
A simpler way of thinking of it
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Jednostavniji način
za razmišljanje o tome
za razmišljanje o tome
04:24
is that we have gone from a world of local control,
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je da smo izašli iz vremena
lokalne kontrole
lokalne kontrole
04:28
then we went to a world of central control,
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pa smo ušli u svet
centralne kontrole
centralne kontrole
04:31
and now we're in a world of people control.
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i sada se nalazimo u vremenu
ljudske kontrole.
ljudske kontrole.
04:33
Local power, central power, now, people power.
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Lokalna moć, centralna moć
i sada, moć ljudi.
i sada, moć ljudi.
04:36
Now, here is King Cnut, king a thousand years ago.
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Ovo je kralj Kanut,
koji je vladao pre 1000 godina.
koji je vladao pre 1000 godina.
04:40
Thought he could turn back the waves; couldn't turn back the waves.
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Verovao je da može da odbije talase;
nije mogao da ih odbije.
nije mogao da ih odbije.
04:43
Couldn't actually turn back very much,
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U suštini nije mogao
mnogo toga da odbije,
mnogo toga da odbije,
04:45
because if you were king a thousand years ago,
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jer, ako ste bili kralj pre 1000 godina,
04:47
while it still took hours and hours and weeks and weeks to traverse your own country,
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kada su bili potrebni sati i sati,
nedelje da se proputuje svoja zemlja,
nedelje da se proputuje svoja zemlja,
04:52
there wasn't much you were in charge of.
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niste mogli mnogo toga da kontrolišete -
04:54
You weren't in charge of policing, justice, education, health, welfare.
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policiju, pravosuđe, obrazovanje,
zdravstvo, blagostanje.
zdravstvo, blagostanje.
04:57
You could just about go to war and that was about it.
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Mogli ste samo da idete u rat
i to bi bilo to.
i to bi bilo to.
05:01
This was the pre-bureaucratic age,
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Ovo je bilo doba pre birokratije,
05:03
an age in which everything had to be local.
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vreme kada je sve moralo biti lokalno.
05:07
You had to have local control because there was no nationally-available information
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Morali ste imati lokalnu upravu, nije bilo
informacija dostupnih nacionalno
informacija dostupnih nacionalno
05:12
because travel was so restricted.
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zato što je putovanje bilo ograničeno.
05:14
So this was the pre-bureaucratic age.
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Ovo je bilo doba pre birokratije.
05:16
Next part of the cold history lesson,
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Sledeći deo hladne lekcije iz istorije,
05:18
the lovely picture of the British Industrial Revolution.
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divna slika britanske
industrijske revolucije.
industrijske revolucije.
05:21
Suddenly, all sorts of transport, travel information were possible,
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Iznenada, sve vrste transporta,
informacije o putovanju, su bile moguće,
informacije o putovanju, su bile moguće,
05:25
and this gave birth to, what I like to call, the bureaucratic age.
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i ovo je dovelo do, kako ja volim
da nazovem, doba birokratije.
da nazovem, doba birokratije.
05:29
And hopefully this slide is going to morph beautifully. There we are.
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Nadam se da će se lepo uklopiti
sledeći slajd. Evo nas.
sledeći slajd. Evo nas.
05:32
Suddenly, you have the big, strong, central state.
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Iznenada, imamo veliku,
jaku, centralističku državu.
jaku, centralističku državu.
05:36
It was able -- but only it was able -- to organize
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Bilo je moguće - ali samo moguće
- organizovati
- organizovati
05:40
health care, education, policing, justice.
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zdravstvo, obrazovanje,
policiju i pravosuđe.
policiju i pravosuđe.
05:43
And it was a world of, as I say, not local power, but now central power.
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I to je bio svet, kako ja kažem,
ne lokalne, već sada centralne moći.
ne lokalne, već sada centralne moći.
05:48
It had sucked all that power up from the localities.
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Sva moć se crpela iz lokalnih uprava.
05:51
It was able to do that itself.
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Bilo je mogućnosti za to.
05:54
The next great stage, which all of you are so familiar with:
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Sladeća velika etapa,
sa kojom ste svi vi upoznati,
sa kojom ste svi vi upoznati,
05:57
the massive information revolution.
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ogromna revolucija informacija.
06:00
Just consider this one fact:
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Uzmite u obzir ovu činjenicu:
06:03
One hundred years ago, sending these 10 words cost 50 dollars.
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pre sto godina, slanje ovih 10 reči,
koštalo je 50 dolara.
koštalo je 50 dolara.
06:07
Right now, here we are linked up to Long Beach and everywhere else,
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Sada, evo nas, povezani smo
do Long biča, i svuda okolo,
do Long biča, i svuda okolo,
06:10
and all these secret locations for a fraction of that cost,
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sa svim tim tajnim lokacijama
za delić te cene
za delić te cene
06:13
and we can send and receive huge quantities of information
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i možemo da šaljemo i primamo
ogromne količine informacija
ogromne količine informacija
06:17
without it costing anything.
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bez ikakvih troškova.
06:19
So we're now living in a post-bureaucratic age,
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Stoga, mi sada živimo
u dobu posle birokratije,
u dobu posle birokratije,
06:24
where genuine people power is possible.
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gde je prava moć ljudi moguća.
06:28
Now, what does this mean for our politics,
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Šta to znači za našu politiku,
06:31
for our public services, for our government?
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za naše javne sektore, za našu vladu?
06:34
Well I can't, in the time I've got, give huge numbers of examples,
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Nažalost, ne mogu, za vreme koje imam,
da navedem veliki broj primera,
da navedem veliki broj primera,
06:38
but let me just give a few of the ways that life can change.
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ali navešću vam nekoliko načina
na koje život može da se promeni.
na koje život može da se promeni.
06:43
And this is so obvious, in a way, because
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I ovo je toliko očigledno,
na jedan način,
na jedan način,
06:45
you think about how all of you have changed
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jer razmislite o tome
kako ste svi vi promenili
kako ste svi vi promenili
06:47
the way we shop, the way we travel, the way that business is done.
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način na koji kupujemo, putujemo,
na koji se poslovi obavljaju.
na koji se poslovi obavljaju.
06:51
That is already happened; the information and Internet revolution
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Ovo se već dogodilo;
informaciona i internet revolucija
informaciona i internet revolucija
06:54
has actually gone all the way through our societies in so many different ways,
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je, u stvari, dospela do našeg društva
na mnogo različitih načina,
na mnogo različitih načina,
06:58
but it hasn't, in every way, yet touched our government.
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ali još uvek nije, na svaki način,
dotakla našu vladu.
dotakla našu vladu.
07:01
So, how could this happen?
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Pa, kako je ovo moguće?
07:03
Well, I think there are three chief ways that it should make an enormous difference:
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Mislim da postoje tri glavna načina
koja bi mogla da naprave ogromnu razliku:
koja bi mogla da naprave ogromnu razliku:
07:07
in transparency, in greater choice and in accountability,
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transparentnost, veći izbor
i odgovornost,
i odgovornost,
07:11
in giving us that genuine people power.
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nam mogu dati tu pravu moć ljudi.
07:15
If we take transparency, here is one of my favorite websites,
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Da uzmemo transparentnost,
evo jednog meni omiljenog sajta,
evo jednog meni omiljenog sajta,
07:19
the Missouri Accountability Portal.
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Misuri portal za odgovornost.
07:22
In the old days, only the government could hold the information,
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Ranije je samo vlada mogla
da poseduje informacije
da poseduje informacije
07:25
and only a few elected people could try and grab that information
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i samo nekoliko odabranih ljudi je moglo
da pokuša da dođe do tih informacija,
da pokuša da dođe do tih informacija,
07:29
and question it and challenge it.
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da ih dovodi u pitanje i osporava.
07:31
Now here, on one website, one state in America,
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Ovde, sada, na ovom sajtu,
u jednoj državi u Americi
u jednoj državi u Americi
07:35
every single dollar spent by that government
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svaki dolar koji troši njihova vlada
07:39
is searchable, is analyzable, is checkable.
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može da se nađe, analizira i proveri.
07:42
Think of the huge change that means:
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Zamislite veliku promenu koja znači:
07:44
Any business that wants to bid for a government contract
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bilo koji posao koji želi da se nadmeće
za ugovor sa vladom
za ugovor sa vladom
07:47
can see what currently is being spent.
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može videti šta se trenutno troši.
07:49
Anyone thinking, "I could do that service better, I could deliver it cheaper,"
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Svakome ko misli: "Ja bih mogao tu uslugu
pružiti bolje i za manje novca,"
pružiti bolje i za manje novca,"
07:52
it's all available there.
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tamo je sve dostupno.
07:54
We have only, in government and in politics,
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Mi smo, u vladi i politici,
07:57
started to scratch the surface of what people are doing in the commercial world
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zagrebali površinu onoga
što ljudi rade u komercijalnom svetu
što ljudi rade u komercijalnom svetu
08:01
with the information revolution.
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sa informacionom revolucijom.
08:03
So, complete transparency will make a huge difference.
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Stoga, potpuna transparencija
će napraviti velike promene.
će napraviti velike promene.
08:06
In this country, if we win the election,
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U ovoj zemlji, ako dobijemo izbore,
08:08
we are going to make all government spending over 25,000 pounds
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napravićemo sve vladine troškove
veće od 25.000 funti
veće od 25.000 funti
08:12
transparent and available online, searchable for anyone to see.
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transparentnim i dostupnim na internetu,
pretražive za sve koji žele da ih vide.
pretražive za sve koji žele da ih vide.
08:16
We're going to make every contract -- we're announcing this today --
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Mi ćemo učiniti svaki ugovor
- objavljujemo ovo danas -
- objavljujemo ovo danas -
08:20
available on the Internet so anyone can see
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dostupnim svima na internetu,
08:22
what the terms are, what the conditions are,
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da vide koji su uslovi,
koje su pogodbe,
koje su pogodbe,
08:24
driving huge value for money,
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upravljanje velikim vrednostima za novac
08:26
but also huge increases, I believe, in well-being as well.
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ali i velikim porastima, verujem,
u dobrobiti, takođe.
u dobrobiti, takođe.
08:32
Choice. Now you all shop online, compare online, do everything online,
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Izbor. Sada svi kupujete na internetu,
poredite, sve radite na internetu
poredite, sve radite na internetu
08:38
and yet this revolution has hardly touched the surface
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a opet, ova revolucija
je tek dotakla površinu
je tek dotakla površinu
08:40
of public services like education, or health care or policing,
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javnih sektora poput
obrazovanja, zdravstva ili policije
obrazovanja, zdravstva ili policije
08:44
and you're going to see this change massively.
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i vi ćete masovno svedočiti
ovoj promeni.
ovoj promeni.
08:47
We should be making this change
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Trebalo bi da napravimo ovu promenu
08:49
with the information revolution in our country,
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sa informacionom revolucijom
u našoj zemlji,
u našoj zemlji,
08:51
with searchable health sites, so you can see what operations work out properly,
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sa pretraživim medicinskim stranicama,
da biste videli koje operacije su uspešne,
da biste videli koje operacije su uspešne,
08:56
what records doctors have, the cleanliness of hospitals,
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kakva iskustva imaju doktori,
koliko su čiste bolnice,
koliko su čiste bolnice,
08:59
who does best at infection control --
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ko ima najbolju kontrolu infekcije -
09:01
all of the information that would once be locked in the Department of Health
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sve informacije koje poseduje
Ministarstvo zdravlja
Ministarstvo zdravlja
09:05
is now available for all of us to see.
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su sada dostupne svima nama.
09:08
And the third of these big changes: accountability.
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Treća velika promena: odgovornost.
09:12
This, I think, is a huge change.
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Ovo je, po mom mišljenju,
ogromna promena.
ogromna promena.
09:14
It is a crime map. This is a crime map from Chicago.
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Ovo je mapa zločina.
Mapa zločina iz Čikaga.
Mapa zločina iz Čikaga.
09:18
So, instead of having a situation where only the police have the information
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Umesto da smo u situaciji u kojoj
samo policija poseduje informacije
samo policija poseduje informacije
09:21
about which crimes are committed where,
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o tome koji su zločini počinjeni i gde,
09:24
and we have to employ people in government
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mi moramo da zaposlimo ljude u vladi
09:27
to try and hold the police to account,
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da pokušaju da zadrže
policiju odgovornom
policiju odgovornom
09:29
suddenly, we've got this vast opportunity for people power,
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iznenada, imamo ogromnu priliku
za moć ljudi,
za moć ljudi,
09:32
where we, as citizens, can see what crimes are being committed --
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gde mi, kao građani, možemo da vidimo
koji su zločini počinjeni -
koji su zločini počinjeni -
09:35
where, when and by whom --
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gde, kada i ko ih je počinio -
09:37
and we can hold the police to account.
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i možemo da držimo policiju odgovornom.
09:39
And you can see this looks a bit like a chef's hat,
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Kao što možete videti,
sve ovo je malo nepregledno,
sve ovo je malo nepregledno,
09:41
but actually that's an assault, the one in blue.
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ali može se videti napad, ono plavo.
09:44
You can see what crime is committed where,
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Možete videti koji zločin
je gde počinjen,
je gde počinjen,
09:46
and you have the opportunity to hold your police force to account.
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i imate priliku da svoju policiju
smatrate odgovornom.
smatrate odgovornom.
09:49
So those three ways -- transparency, accountability and choice --
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Stoga ta tri načina -
transparentnost, odgovornost i izbor -
transparentnost, odgovornost i izbor -
09:55
will make a huge difference.
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će napraviti velike promene.
09:57
Now I also said the other principle
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Rekao sam, takođe, drugi princip
09:59
that I think we should work on is understanding of people,
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na kojem, verujem, treba raditi,
jeste razumevanje ljudi,
jeste razumevanje ljudi,
10:01
is recognizing that going with the grain of human nature
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prepoznavanjem suštine
ljudske prirode
ljudske prirode
10:05
you can achieve so much more.
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možete postići mnogo više.
10:07
Now, we're got a huge revolution in understanding
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Imamo pred sobom ogromnu
revoluciju u razumevanju
revoluciju u razumevanju
10:09
of why people behave in the way that they do,
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ljudi i njihovog ponašanja
10:12
and a great opportunity to put that knowledge and information to greater use.
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i veliku priliku da to znanje
i informacije iskoristimo za veće stvari.
i informacije iskoristimo za veće stvari.
10:17
We're working with some of these people.
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MI radimo sa nekim od ovih ljudi.
10:19
We're being advised by some of these people, as was said,
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Neki od njih nas savetuju,
kao što je rečeno,
kao što je rečeno,
10:22
to try and bring all the experience to book.
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da pokušamo da zabeležimo
svo stečeno iskustvo.
svo stečeno iskustvo.
10:26
Let me just give you one example that I think is incredibly simple, and I love.
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Evo jednog jednostavnog
primera koji volim.
primera koji volim.
10:30
We want to get people to be more energy efficient.
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Mi želimo da navedemo ljude
da budu energetski efikasniji.
da budu energetski efikasniji.
10:32
Why? It cuts fuel poverty, it cuts their bills,
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Zašto? To smanjuje nedostatke goriva,
smanjuje njihove račune,
smanjuje njihove račune,
10:36
and it cuts carbon emissions at the same time.
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i emisiju ugljenika.
10:38
How do you do it?
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Kako to uraditi?
10:40
Well, we've had government information campaigns over the years
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Imamo, tokom godina,
vladine informativne kampanje
vladine informativne kampanje
10:42
when they tell you to switch off the lights when you leave the home.
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koje vam govore da isključite svetla
kada napuštate kuću.
kada napuštate kuću.
10:45
We even had -- one government minister once told us to
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Imali smo čak - jedan ministar
nam je jednom rekao
nam je jednom rekao
10:48
brush our teeth in the dark.
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da peremo zube u mraku.
10:50
I don't think they lasted very long.
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Mislim da to nije dugo trajalo.
10:52
Look at what this does. This is a simple piece of behavioral economics.
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Pogledajte ovo. Ovo je jednostavan
primer bihejvioralne ekonomije.
primer bihejvioralne ekonomije.
10:56
The best way to get someone to cut their electricity bill
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Najbolji način da navedete nekoga
da smanji račun za struju
da smanji račun za struju
10:59
is to show them their own spending,
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jeste da im pokažete koliko troše,
11:01
to show them what their neighbors are spending,
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da im pokažete koliko
njihovi susedi troše,
njihovi susedi troše,
11:04
and then show what an energy conscious neighbor is spending.
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i onda da im pokažete koliko troši
sused koji je svestan energije.
sused koji je svestan energije.
11:07
That sort of behavioral economics
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Ta vrsta bihejvioralne ekonomije
11:10
can transform people's behavior
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može promeniti ljudsko ponašanje
11:12
in a way that all the bullying and all the information
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na način na koji svo vladino
maltretiranje i sve informacije
maltretiranje i sve informacije
11:15
and all the badgering from a government cannot possibly achieve.
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i svo navaljivanje ne može da postigne.
11:19
Other examples are recycling.
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Drugi primer je reciklaža.
11:21
We all know we need to recycle more.
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Svi znamo da moramo
više da recikliramo.
više da recikliramo.
11:23
How do we make it happen?
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Kako to da uradimo?
11:25
All the proof from America is that actually, if you pay people to recycle,
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Svi dokazi iz Amerike jesu da,
ako platite ljudima da recikliraju
ako platite ljudima da recikliraju
11:29
if you give them a carrot rather than a stick,
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ako im date nagradu umesto kazne,
11:31
you can transform their behavior.
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možete da promenite njihovo ponašanje.
11:34
So what does all this add up to?
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Na šta se svodi sve ovo?
11:36
Here are my two favorite U.S. speeches of the last 50 years.
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Ovo su moja dva omiljena američka govora
u poslednjih 50 godina.
u poslednjih 50 godina.
11:44
Obviously, here we have JFK with that incredibly simple
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Očigledno, imamo Džona F. Kenedija
sa neverovatno jednostavnom
sa neverovatno jednostavnom
11:48
and powerful formulation,
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ali uticajnom formulacijom:
11:50
"Ask not what your country can do for you; ask what you can do for your country,"
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"Ne pitaj šta može tvoja zemlja da uradi
za tebe; pitaj šta ti možeš
za tebe; pitaj šta ti možeš
11:55
an incredibly noble sentiment.
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da uradiš za tvoju zemlju",
izuzetno plemenita misao.
izuzetno plemenita misao.
11:57
But when he made that speech, what could you do
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Međutim, kada je održao govor,
šta ste mogli da uradite
šta ste mogli da uradite
12:00
to build the stronger, better society?
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da izgradte jače, bolje društvo?
12:02
You could fight for your country, you could die for your country,
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Mogli ste da se borite za svoju zemlju,
da poginete za svoju zemlju.
da poginete za svoju zemlju.
12:05
you could serve in your country's civil service,
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mogli ste da služite
civilnu službu u zemlji,
civilnu službu u zemlji,
12:07
but you didn't really have the information and the knowledge
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ali niste imali dostupne
informacije i znanje
informacije i znanje
12:11
and the ability to help build the stronger society in the way that you do now.
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i mogućnost da pomognete pri izgradnji
jačeg društva, na način na koji imate danas.
jačeg društva, na način na koji imate danas.
12:16
And I think an even more wonderful speech,
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I, verujem, još lepši govor,
12:19
which I'm going to read a big chunk of,
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od kojeg ću vam pročitati veći deo,
12:23
which sums up what I said at the beginning
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koji sumira ono što sam rekao
na početku,
na početku,
12:25
about believing there is more to life than money,
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o verovanju da postoji
nešto više u životu od novca
nešto više u životu od novca
12:28
and more that we should try and measure than money.
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i više toga što bi trebalo
da vrednujemo, od novca.
da vrednujemo, od novca.
12:31
And it is Robert Kennedy's beautiful description
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Izuzetan opis Roberta Kenedija
12:33
of why gross national product captures so little:
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zašto bruto nacionali proizvod
zahvata tako malo:
zahvata tako malo:
12:36
It "does not allow for the health of our children,
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"Ne omogućava zdravlje naše dece,
12:39
the quality of their education, or the joy of their play.
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kvalitet njihovog obrazovanja
i radost u njihovoj igri.
i radost u njihovoj igri.
12:42
It does not include the beauty of our poetry or the strength of our marriages,
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Ne podrazumeva lepotu naše poezije
ili stabilnost naših brakova,
ili stabilnost naših brakova,
12:46
the intelligence of our public debate.
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inteligenciju naših javnih debata.
12:48
It measures neither our wit nor our courage,
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Ne meri ni naš smisao za humor
ni našu hrabrost
ni našu hrabrost
12:51
neither our wisdom nor our learning,
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niti našu mudrost ili učenje,
12:53
neither our compassion nor our devotion to our country.
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niti naše saosećanje ni našu
posvećenost našoj zemlji.
posvećenost našoj zemlji.
12:56
It measures everything, in short,
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Meri sve, ukratko rečeno,
12:58
except that which makes life worthwhile."
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osim onoga za šta vredi živeti."
13:01
Again, a sentiment that was so noble and beautifully put 40 years ago,
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Opet, misao tako plemenita i lepa,
izneta pre 40 godina,
izneta pre 40 godina,
13:06
and a beautiful dream 40 years ago,
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divan san pre 40 godina,
13:09
but now with the huge advances in information technology,
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ali sada sa ogromnim prednostima
u informacionim tehnologijama
u informacionim tehnologijama
13:13
with the massive changes in behavioral economics,
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i masivnim promenama
u bihejvioralnoj ekonomiji,
u bihejvioralnoj ekonomiji,
13:16
with all that we know about how you advance well-being,
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sa svim što znamo o tome
kako pospešiti dobrobit,
kako pospešiti dobrobit,
13:20
that if we combine those insights
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ako udružimo ta shvatanja
13:22
of giving power to people, and using information to make that possible,
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o davanju moći ljudima i korišćenju
informacija da bi se to postiglo,
informacija da bi se to postiglo,
13:26
and using the insight of going with the grain of human nature,
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i upotrebom shvatanja o razumevanju
suštine ljudske prirode,
suštine ljudske prirode,
13:30
while at the same time, understanding why people behave in the way they do,
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dok u isto vreme razumemo zašto se ljudi
ponašaju na način na koji se ponašaju,
ponašaju na način na koji se ponašaju,
13:34
it is a dream more easy to realize today
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to je san koji je mnogo lakše
ostvariti danas
ostvariti danas
13:38
than it was when it was made in that beautiful speech 40 years ago.
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nego što je bilo pre 40 godina
kada je ovaj divan govor bio održan.
kada je ovaj divan govor bio održan.
13:42
Thank you.
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Hvala vam.
13:44
(Applause)
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(Aplauz.)
ABOUT THE SPEAKER
David Cameron - PoliticianDavid Cameron is the prime minister of the UK and the leader of the UK's Conservative Party.
Why you should listen
David Cameron became the prime minster of the United Kingdom in May 2010, leading a coalition government (the UK's first since World War II). He was elected leader of the Conservative Party in December 2005, and has been a Member of Parliament for the Witney constituency since 2001. Before he became an MP, he was a Special Adviser to the Chancellor of the Exchequer and then to the Home Secretary. He took a break to work in media for seven years, then stood for election in 2001 on an agenda of tax-cutting. (During the election, he also wrote a column for the Guardian.) As a new MP, he took several controversial positions, such as coming out in favor of the "harm reduction" drug policy. He became a member of the shadow cabinet (an alternative cabinet to the party in power) in 2003, and two years later became head of the party.
David Cameron | Speaker | TED.com