TED2010
Jonathan Klein: Photos that changed the world
Džonatan Klajn: Fotografije koje su promenile svet
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Fotografije su više od dokumetovanja istorije - one je stvaraju. Na TED University, Džonatan Klajn iz Getty Images kompanije prikazuje neke od najlegendarnijih i govori o tome šta se dešava kada generacija vidi fotografiju toliko moćnu da ne mođe da skrene pogled - ili okrene leđa.
Jonathan Klein - Executive
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class. Full bio
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class. Full bio
Double-click the English transcript below to play the video.
00:15
In my industry,
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U mom biznisu,
00:17
we believe that images can change the world.
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verujemo da fotografije mogu da promene svet.
00:20
Okay, we're naive, we're bright-eyed and bushy-tailed.
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Okej, naivni smo, mi smo bistri i hitri.
00:23
The truth is that we know that the
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Istina je da znamo da
00:25
images themselves don't change the world,
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fotografije same po sebi ne menjaju svet,
00:27
but we're also aware that, since the beginning of photography,
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ali smo takođe svesni, da su od nastanka fotografije,
00:30
images have provoked reactions in people,
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one izazivale reakciju kod ljudi,
00:33
and those reactions have caused change to happen.
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i te reakcije su dovele do promene.
00:36
So let's begin with a group of images.
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Hajde da počnemo sa grupom fotografija.
00:39
I'd be extremely surprised
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Bio bih ekstremno iznenađen
00:41
if you didn't recognize many or most of them.
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kada ne biste prepoznali mnoge ili većinu njih.
00:44
They're best described as iconic:
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One se najbolje opisuju kao legendarne,
00:46
so iconic, perhaps, they're cliches.
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toliko legendarne, da su možda i kliše.
00:49
In fact, they're so well-known
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Ustvari, one su toliko poznate
00:51
that you might even recognize them
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da ćete ih prepoznati
00:53
in a slightly or somewhat different form.
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i u malo drugačijem obliku.
00:57
(Laughter)
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(smeh)
01:00
But I think we're looking for something more.
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Ali ja mislim da tražimo nešto više.
01:02
We're looking for something more.
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Tragamo za nečim više.
01:04
We're looking for images that shine
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Tražimo fotografije koje sjaje
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an uncompromising light on crucial issues,
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beskompromisnim svetlom na ključna pitanja,
01:09
images that transcend borders, that transcend religions,
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fotografije koje prevazilaze granice, nadilaze religije,
01:12
images that provoke us
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fotografije koje nas izazivaju
01:14
to step up and do something --
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da iskoračimo i uradimo nešto,
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in other words, to act.
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drugim rečima, da delamo.
01:18
Well, this image you've all seen.
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Pa, ovu fotografiju ste svi videli.
01:21
It changed our view of the physical world.
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Promenila je naš pogled na fizički svet.
01:23
We had never seen our planet from this perspective before.
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Nikada ranije nismo videli našu planetu iz ove perspektive.
01:26
Many people credit
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Mnogi ljudi smatraju
01:28
a lot of the birth of the environmental movement
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da su mnogi ekološki pokreti nastali
01:30
to our seeing the planet like this
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kada smo videli našu planetu po prvi put
01:32
for the first time --
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na ovaj način,
01:34
its smallness, its fragility.
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njenu sićušnost, njenu krhost.
01:37
Forty years later, this group, more than most,
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40 godina kasnije, ova grupa, više nego ostale,
01:40
are well aware of the destructive power
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vrlo je svesna destruktivne moći
01:42
that our species can wield over our environment.
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koju naša vrsta može da ima nad našom okolinom.
01:45
And at last, we appear to be doing something about it.
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I na kraju, izgleda da radimo nešto po tom pitanju.
01:49
This destructive power takes many different forms.
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Ova destruktivna moć ima različite oblike.
01:52
For example, these images taken by Brent Stirton
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Na primer, ove fotografije koje je napravio Brent Stirton
01:55
in the Congo.
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u Kongu,
01:57
These gorillas were murdered, some would even say crucified,
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ove gorile su ubijene, neki bi čak rekli razapete,
02:00
and unsurprisingly,
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i neiznenađujuće,
02:02
they sparked international outrage.
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izazvale su međunarodni bes.
02:04
Most recently,
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Nedavno nas je
02:06
we've been tragically reminded of the destructive power of nature itself
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sama priroda tragično podsetila na svoju razornu moć
02:09
with the recent earthquake in Haiti.
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sa skorim zemljotresom u Haitiju.
02:12
Well, I think what is far worse
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Mislim da je mnogo gora
02:15
is man's destructive power over man.
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destruktivna moć čoveka nad drugim čovekom.
02:17
Samuel Pisar, an Auschwitz survivor, said,
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Semjuel Pisar, preživeli iz Aušvica je rekao,
02:20
and I'll quote him,
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i citiraću ga,
02:22
"The Holocaust teaches us that nature,
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"Holokaust nas uči da je priroda,
02:24
even in its cruelest moments,
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čak i u svojim najsurovijim trenucima,
02:27
is benign in comparison with man,
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benigna u poređenju sa čovekom,
02:30
when he loses his moral compass and his reason."
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kada izgubi svoj moralni kompas i svoj razum."
02:33
There's another kind of crucifixion.
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Postoji još jedna vrsta raspeća.
02:36
The horrifying images from Abu Ghraib
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Užasavajuće fotografije iz Abu Graiba
02:38
as well as the images from Guantanamo
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kao i fotografije iz Guantanama
02:40
had a profound impact.
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imale su veliki uticaj.
02:42
The publication of those images,
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Objavljivanje tih fotografija,
02:44
as opposed to the images themselves,
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za razliku od samih slika,
02:46
caused a government to change its policies.
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izazvalo je vladu da promeni svoju politiku.
02:49
Some would argue that it is those images
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Neki tvrde da su te fotografije
02:51
that did more to fuel the insurgency in Iraq
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dolile više ulje na vatru kod pobunjenika u Iraku
02:54
than virtually any other single act.
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nego bilo koji drugi pojedinačni čin.
02:56
Furthermore, those images forever removed
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Sem toga, te fotografije su zauvek uklonile
02:59
the so-called moral high ground of the occupying forces.
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takozvanu visoku moralnost okupatora.
03:02
Let's go back a little.
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Hajde da se vratimo malo unazad.
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In the 1960s and 1970s,
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Tokom 1960-ih i 1970-ih,
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the Vietnam War was basically shown
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rat u Vijetnamu se praktično prikazivao
03:08
in America's living rooms day in, day out.
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po ceo dan u američkim dnevnim sobama.
03:10
News photos brought people face to face
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Nove fotografije su suočile ljude
03:13
with the victims of the war: a little girl burned by napalm,
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sa žrtvama rata, mala devojčica gori od napalma,
03:17
a student killed by the National Guard
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student ubijen od strane Nacionalne garde
03:19
at Kent State University in Ohio during a protest.
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na Kent univerzitetu u Ohaju za vreme protesta.
03:22
In fact, these images became
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Ustvari, ove fotografije su postale
03:24
the voices of protest themselves.
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glas protesta same po sebi.
03:26
Now, images have power
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Sada, fotografije imaju snagu
03:28
to shed light of understanding
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da svetlo razumevanja usmere
03:30
on suspicion, ignorance,
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na sumnju, neznanje,
03:32
and in particular -- I've given a lot of talks on this
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a naročito - držao sam dosta govora o ovome
03:34
but I'll just show one image --
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ali pokazaću vam samo jednu fotografiju -
03:37
the issue of HIV/AIDS.
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na pitanja HIVa/SIDE.
03:40
In the 1980s, the stigmatization of people with the disease
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Tokom 1980-ih stigmatizacija ljudi sa ovom bolešću
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was an enormous barrier
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je bila ogromna prepreka
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to even discussing or addressing it.
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za pričanje ili njeno spominjanje.
03:47
A simple act, in 1987, of the most famous woman in the world,
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Jednostavan čin, 1987., najpoznatije žene na svetu,
03:50
the Princess of Wales, touching
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princeze od Velsa, dodirivanje
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an HIV/AIDS infected baby
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bebe zaražene HIV-om,
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did a great deal, especially in Europe, to stop that.
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predstavljalo je veliku stvar, posebno u Evropi, da se sa tim prestane.
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She, better than most, knew the power of an image.
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Ona je, bolje od drugih, znala moć fotografije.
04:01
So when we are confronted by a powerful image,
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Kada smo suočeni sa moćnom fotografijom,
04:03
we all have a choice:
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svi imamo izbor.
04:05
We can look away, or we can address the image.
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Možemo da skrenemo pogled ili možemo da ukažemo na problem.
04:08
Thankfully, when these photos appeared in
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Srećom, kada su se ove fotografije pojavile u
04:10
The Guardian in 1998,
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"Gardijanu" (Guardian) 1998.,
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they put a lot of focus and attention and, in the end, a lot of money
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stavile su fokus i puno pažnje, a na kraju i mnogo novca,
04:15
towards the Sudan famine relief efforts.
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na trud da se smanji glad u Sudanu.
04:17
Did the images change the world?
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Da li su ove fotografije promenile svet?
04:19
No, but they had a major impact.
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Ne, ali su imale veliki uticaj.
04:22
Images often push us to question our core beliefs
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Fotografije nas često teraju da preispitamo svoja bazična uverenja
04:24
and our responsibilities to each other.
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i našu odgovornost jednih prema drugima.
04:27
We all saw those images after Katrina,
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Svi smo videli fotografije nakon Katrine,
04:29
and I think for millions of people
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i mislim da su one imale vrlo snažan uticaj,
04:31
they had a very strong impact.
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na milione ljudi,
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And I think it's very unlikely
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i mislim da je malo verovatno
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that they were far from the minds of Americans
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da su bile daleko od svesti Amerikanaca
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when they went to vote in November 2008.
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kada su išli da glasaju u novembru 2008.
04:41
Unfortunately, some very important images
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Nažalost, neke vrlo važne fotografije
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are deemed too graphic or disturbing for us to see them.
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se smatraju previše eksplicitnim ili uznemiravajućim da bismo ih videli.
04:48
I'll show you one photo here,
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Pokazaću vam jednu fotografiju,
04:50
and it's a photo by Eugene Richards of an Iraq War veteran
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to je fotografija Eugena Ričardsa iračkog ratnog veterana
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from an extraordinary piece of work,
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deo izvanrednog dela,
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which has never been published, called War Is Personal.
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koje nikada nije objavljeno, nazvano "Rat je ličan."
04:58
But images don't need to be graphic
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Ali fotografije ne moraju da budu eksplicitne
05:00
in order to remind us of the tragedy of war.
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da bi nas podsetile na ratnu tragediju.
05:02
John Moore set up this photo at Arlington Cemetery.
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Džon Mur je postavio ovu fotografiju na Arlington groblju.
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After all the tense moments of conflict
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Posle svih napetih trenutaka sukoba,
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in all the conflict zones of the world,
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u svim konfliktnim zonama u svetu,
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there's one photograph from a much quieter place
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postoji jedna fotografija sa mnogo mirnijeg mesta
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that haunts me still, much more than the others.
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koja me još uvek proganja, više nego ostale.
05:17
Ansel Adams said, and I'm going to disagree with him,
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Ansel Adams je rekao, i ne slažem se sa njim,
05:20
"You don't take a photograph, you make it."
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"Vi ne slikate fotografiju, vi je pravite."
05:23
In my view, it's not the photographer who makes the photo,
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Sa moje tačke gledišta, nije fotograf taj koji pravi fotografiju,
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it's you.
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to ste vi.
05:27
We bring to each image
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Mi dodajemo svakoj fotografiji
05:29
our own values, our own belief systems,
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svoje lične vrednosti, naš lični sistem verovanja,
05:31
and as a result of that, the image resonates with us.
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i kao rezultat toga, fotografija se odnosi na nas.
05:34
My company has 70 million images.
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Moja kompanija ima 70 miliona fotografija.
05:36
I have one image in my office.
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Ja imam jednu u mojoj kancelariji.
05:39
Here it is.
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Evo je.
05:41
I hope that the next time you see
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Nadam se da ćete sledeći put kad vidite
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an image that sparks something in you,
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fotografiju koja nešto zrači za vas,
05:45
you'll better understand why,
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bolje razumeti zašto,
05:47
and I know that speaking to this audience,
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i znam da, govoreći ovoj publici,
05:50
you'll definitely do something about it.
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da ćete definitivno uraditi nešto povodom toga.
05:52
And thank you to all the photographers.
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I hvala svim fotografima.
05:54
(Applause)
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(aplauz)
ABOUT THE SPEAKER
Jonathan Klein - ExecutiveJonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class.
Why you should listen
Even if you're an infrequent (or less sporty) user of the World Wide Web, chances are the last time you logged on -- perhaps on the very last page you visited -- you've come across an image sourced from stock photo agency Getty Images. Photos and illustrations from Getty can be found everywhere, for just about every purpose you can imagine. It shouldn't surprise you that Getty began in the Internet age, leaving print-era agencies in the dust by using Internet and CD-ROM distribution since day one.
Jonathan Klein, Getty's co-founder (along with Mark Getty) and the current CEO, helped drive its success over the past 15 years. He led it during its aggressive archive acquisition campaign through the '90s and now in the 2000s, adding to its formidable collection of editorial photos, footage and music. But his business skill is only part of his story; to hear Klein talk, one is quick to catch his passionate enthusiasm for the power of images -- not only to document moments in our lives and in history, not just to sell products or turn over PR campaigns -- but to shift public opinion and, perhaps, make the world more just.
Klein serves on the board of the Business Coalition on HIV/AIDS and on the board of Real Networks (media software company and creator of the popular RealPlayer).
Jonathan Klein | Speaker | TED.com