Juan Enriquez: Your online life, permanent as a tattoo

Translator: Joseph Geni Reviewer: Morton Bast

Prevoditelj: Ivan Stamenković Recezent: Anita Cavrag

All right, so let's take

U redu, uzmimo

four subjects that obviously go together:

četiri teme koje očito idu skupa:

big data, tattoos, immortality and the Greeks.

veliki podaci, tetovaže, besmrtnost i Grci.

Right?

Jelda?

Now, the issue about tattoos is that,

Sad, stvar sa tetovažama je takva da

without a word, tattoos really do shout.

bez riječi, tetovaže zaista viču.

[Beautiful]

[Prekrasno]

[Intriguing]

[Intrigirajuće]

So you don't have to say a lot.

Tako da ne morate puno reći.

[Allegiance]

[Savez]

[Very intimate]

[Vrlo intimno]

[Serious mistakes]

[Ozbiljne greške]

(Laughter)

(Smijeh)

And tattoos tell you a lot of stories.

I tetovaže vam pričaju puno priča.

If I can ask an indiscreet question,

Ako mogu postaviti indiskretno pitanje,

how many of you have tattoos?

koliko vas ima tetovažu?

A few, but not most.

Nekoliko, ali ne većina.

What happens if Facebook, Google, Twitter, LinkedIn,

Što ako su Facebook, Google, Twitter, LinkedIn,

cell phones, GPS, Foursquare, Yelp, Travel Advisor,

mobiteli, GPS, Foursquare, Yelp, Travel Advisor,

all these things you deal with every day

sve te stvari koje koristite svakodnevno

turn out to be electronic tattoos?

ustvari elektroničke tetovaže?

And what if they provide as much information

I što ako daju jednaku količinu informacija

about who and what you are as any tattoo ever would?

o tome tko i što ste vi kao i bilo koja tetovaža?

What's ended up happening over the past few decades

Ono što se događa posljednjih par desetljeća

is the kind of coverage that you had as a head of state

jest da količinu praćenja koju ste imali kao čelnik države

or as a great celebrity

ili kao slavna ličnost

is now being applied to you every day by all these people

sada imate svaki dan od strane svih ovih ljudi

who are Tweeting, blogging, following you,

koji Tweetaju, blogaju, "slijede" vas,

watching your credit scores and what you do to yourself.

gledaju vaš kreditni rejting i što radite sami sebi.

And electronic tattoos also shout.

I elektroničke tetovaže također viču.

And as you're thinking of the consequences of that,

I dok razmišljate o posljedicama toga,

it's getting really hard to hide from this stuff, among other things,

postaje jako teško sakriti se od ovih stvari, između ostalog,

because it's not just the electronic tattoos,

zato što to nisu samo elektroničke tetovaže,

it's facial recognition that's getting really good.

već i prepoznavanje lica koje postaje jako dobro.

So you can take a picture with an iPhone and get all the names,

Tako da možete napraviti sliku s iPhoneom i dobiti sva imena,

although, again, sometimes it does make mistakes. (Laughter)

iako, ponekad i griješi. (Smijeh)

But that means you can take a typical bar scene like this,

Ali to vam omogućuje da u tipičnoj sceni iz bara kao što je ova,

take a picture, say, of this guy right here,

napravite sliku, recimo, ovog tipa ovdje,

get the name, and download all the records

dobijete ime, i skinete sve podatke

before you utter a word or speak to somebody,

prije nego što progovorite i jednu riječ s nekim,

because everybody turns out to be

jer na kraju ispada da smo svi

absolutely plastered by electronic tattoos.

potpuno prekriveni elektroničkim tetovažama.

And so there's companies like face.com that now have

I sada postoje tvrtke kao što je face.com koje imaju

about 18 billion faces online.

otprilike 18 milijardi lica online.

Here's what happened to this company.

Evo što se dogodilo s ovom tvrtkom.

[Company sold to Facebook, June 18, 2012...]

[Tvrtka prodana Facebooku, 18. lipnja 2012...]

There are other companies that will place a camera

Postoje druge tvrtke koje će postaviti kameru

like this — this has nothing to do with Facebook —

ovako -- ovo nema nikakve veze s Facebookom --

they take your picture, they tie it to the social media,

naprave vašu sliku, povežu je sa društvenim mrežama,

they figure out you really like to wear black dresses,

otkriju da zaista volite nositi crne haljine,

so maybe the person in the store comes up and says,

pa će možda do vas doći prodavač i reći,

"Hey, we've got five black dresses

"Hej, imamo pet crnih haljina

that would just look great on you."

koje bi izgledale odlično na vama."

So what if Andy was wrong?

Što ako je Andy pogriješio?

Here's Andy's theory.

Evo Andyeve teorije.

[In the future, everybody will be world famous for 15 minutes.]

[U budućnosti, svi će biti svjetski poznati 15 minuta.]

What if we flip this?

Što ako ovo okrenemo?

What if you're only going to be anonymous for 15 minutes? (Laughter)

Što ako ćeš biti anoniman samo 15 minuta? (Smijeh)

Well, then, because of electronic tattoos,

Pa, u tom slučaju, zbog svih tih elektroničkih tetovaža,

maybe all of you and all of us are very close to immortality,

možda ste svi vi i svi mi vrlo blizu besmrtnosti,

because these tattoos will live

jer će ove tetovaže živjeti

far longer than our bodies will.

puno duže od naših tijela.

And if that's true, then what we want to do

I ako je to istina, onda ono što želimo učiniti je

is we want to go through four lessons from the Greeks

proći četiri lekcije Grka

and one lesson from a Latin American.

i jednu lekciju Latino Amerikanca.

Why the Greeks?

Zašto Grci?

Well, the Greeks thought about what happens

Pa, Grci su razmišljali što se događa

when gods and humans and immortality mix for a long time.

kada se bogovi i ljudi i besmrtnost miješaju dugo vremena.

So lesson number one: Sisyphus.

Prva lekcija: Sizif.

Remember? He did a horrible thing, condemned for all time

Sjećate se? On je učinio užasnu stvar, osuđen za sva vremena

to roll this rock up, it would roll back down,

da gura svoj kamen gore, koji se onda otkotrlja dolje,

roll back up, roll back down.

gore, dolje.

It's a little like your reputation.

To je pomalo kao vaša reputacija.

Once you get that electronic tattoo,

Jednom kada dobijete tu elektroničku tetovažu,

you're going to be rolling up and down for a long time,

gurat ćete gore i dolje jako dugo,

so as you go through this stuff,

tako da dok prolazite kroz ove stvari,

just be careful what you post.

pazite što objavljujete.

Myth number two: Orpheus, wonderful guy,

Mit broj dva: Orfej, prekrasan tip,

charming to be around, great partier, great singer,

divan u društvu, veliki zabavljač, veliki pjevač,

loses his beloved, charms his way into the underworld,

izgubi svoju ljubav, pomoću šarma uđe u podzemlje,

only person to charm his way into the underworld,

jedina osoba koja je uspjela doći u podzemlje na taj način,

charms the gods of the underworld,

šarmira bogove podzemlja,

they release his beauty on the condition

puštaju njegovu ljepoticu pod uvjetom

he never look at her until they're out.

da je ne pogleda dok ne izađu.

So he's walking out and walking out and walking out

Izlazi van i izlazi van i izlazi van

and he just can't resist. He looks at her, loses her forever.

i ne može odljeti. Pogleda je, i izgubi zauvijek.

With all this data out here, it might be a good idea

Sa svim ovim podacima na raspolaganju, bilo bi dobro

not to look too far into the past of those you love.

da ne gledate predaleko u prošlost onih koje volite.

Lesson number three: Atalanta.

Lekcija broj tri: Atalanta.

Greatest runner. She would challenge anybody.

Najveći trkač. Ona bi izazvala bilo koga.

If you won, she would marry you.

Ako pobijediš, udat će se za tebe.

If you lost, you died.

Ako izgubiš, umreš.

How did Hippomenes beat her?

Kako ju je Hipomen pobijedio?

Well, he had all these wonderful little golden apples,

Pa, imao je sve te divne zlatne jabučice,

and she'd run ahead, and he'd roll a little golden apple.

i ona bi potrčala naprijed, a on bi zakotrljao zlatnu jabuku.

She'd run ahead, and he'd roll a little golden apple.

Potrčala bi naprijed, a on bi zakotrljao zlatnu jabučicu.

She kept getting distracted. He eventually won the race.

To joj je odvlačilo pozornost. Na kraju je pobijedio u utrci.

Just remember the purpose as all these little golden apples

Samo se sjetite svrhe svih tih malih zlatnih jabuka

come and reach you and you want to post about them

koje dolaze do vas i želite objavljivati nešto o njima

or tweet about them or send a late-night message.

ili tweetati o njima ili poslati kasnu poruku.

And then, of course, there's Narcissus.

I onda, naravno, tu je Narcis.

Nobody here would ever be accused or be familiar with Narcissus.

Nitko ovdje nikada ne bi bio optužen ili upoznat s Narcisom.

(Laughter)

(Smijeh)

But as you're thinking about Narcissus,

Ali dok razmišljate o Narcisu,

just don't fall in love with your own reflection.

samo se nemojte zaljubiti u vlastiti odraz.

Last lesson, from a Latin American:

Posljednja lekcija, od Latino Amerikanca:

This is the great poet Jorge Luis Borges.

Ovo je veliki pjesnik Jorge Luis Borges.

When he was threatened by the thugs

Kada su mu prijetili nasilnici

of the Argentine military junta,

Argentinske vojne hunte,

he came back and said, "Oh, come on,

on se vratio i rekao, "Oh, hajde,

how else can you threaten, other than with death?"

kako drugačije možete prijetiti, osim smrću?"

The interesting thing, the original thing,

Zanimljiva stvar, originalna stvar,

would be to threaten somebody with immortality.

bila bi prijetiti nekom besmrtnošću.

And that, of course, is what we are all

I to je, naravno, ono čime nam se

now threatened with today because of electronic tattoos.

danas prijeti zbog elektroničkih tetovaža.

Thank you.

Hvala vam.

(Applause)

(Pljesak)