How to be "Team Human" in the digital future | Douglas Rushkoff

Prevoditelj: Djurdjica Ercegovac Recezent: Sanda L

I got invited to an exclusive resort

Bio sam pozvan u jedno ekskluzivno odmaralište

to deliver a talk about the digital future

da održim govor o digitalnoj budućnosti

to what I assumed would be a couple of hundred tech executives.

za, kako sam ja pretpostavljao, par stotina tech rukovoditelja.

And I was there in the green room, waiting to go on,

Nalazio sam se tamo u 'zelenoj sobi' čekajući da počnem,

and instead of bringing me to the stage, they brought five men into the green room

no umjesto da me odvedu na binu, doveli su u 'zelenu sobu' petoricu muškaraca

who sat around this little table with me.

koji su sjeli sa mnom oko tog malog stola.

They were tech billionaires.

Bili su to tech milijarderi.

And they started peppering me with these really binary questions,

I počeli su me obasipati tim zaista binarnim pitanjima,

like: Bitcoin or Etherium?

kao: Bitcoin ili Etherium?

Virtual reality or augmented reality?

Virtualna stvarnost ili proširena stvarnost?

I don't know if they were taking bets or what.

Ne znam jesu li se kladili ili što?

And as they got more comfortable with me,

I kako su se osjećali sve slobodniji sa mnom,

they edged towards their real question of concern.

načeli su i pitanje koje ih je zapravo brinulo.

Alaska or New Zealand?

Aljaska ili Novi Zeland?

That's right.

Točno tako.

Ti tech milijarderi pitali su medijskog teoretičara za savjet

These tech billionaires were asking a media theorist for advice

on where to put their doomsday bunkers.

o tome gdje da sagrade svoje bunkere za sudnji dan.

We spent the rest of the hour on the single question:

Ostatak tog sata proveli smo baveći se samo jednim pitanjem:

"How do I maintain control of my security staff

"Kako ću održati kontrolu nad mojim zaštitarima

after the event?"

nakon tog događaja?"

By "the event" they mean the thermonuclear war

Pod "događajem" mislili su na termonuklearni rat,

or climate catastrophe or social unrest that ends the world as we know it,

klimatsku katastrofu ili društvene nemire koji će okončati svijet kakav poznajemo

and more importantly, makes their money obsolete.

i, što je još važnije, njihov novac učiniti neupotrebljivim.

And I couldn't help but think:

A ja nisam mogao da ne pomislim:

these are the wealthiest, most powerful men in the world,

ovo su najbogatiji, najmoćniji ljudi na svijetu,

yet they see themselves as utterly powerless to influence the future.

a ipak misle da su potpuno nemoćni da utječu na budućnost.

The best they can do is hang on for the inevitable catastrophe

Najbolje što mogu je čekati tu neizbježnu katastrofu

and then use their technology and money to get away from the rest of us.

i onda upotrijebiti svoju tehnologiju i novac kako bi pobjegli od nas ostalih.

And these are the winners of the digital economy.

A to su pobjednici digitalne ekonomije!

(Laughter)

(Smijeh)

The digital renaissance

Digitalna renesansa

was about the unbridled potential

odnosila se na neobuzdani potencijal

of the collective human imagination.

kolektivne ljudske imaginacije.

It spanned everything from chaos math and quantum physics

Ona je zahvaćala sve, od matematike kaosa i kvantne fizike,

to fantasy role-playing and the Gaia hypothesis, right?

do igranja izmišljenih uloga i hipoteze o Geji, zar ne?

We believed that human beings connected could create any future we could imagine.

Vjerovali smo da bi povezana ljudska bića mogla stvoriti

budućnost kakvu god možemo zamisliti.

And then came the dot com boom.

A onda je došao procvat dot-coma.

And the digital future became stock futures.

I digitalna budućnost postala je dionička budućnosnica.

And we used all that energy of the digital age

I svu tu energiju digitalnog doba iskoristili smo da bismo

to pump steroids into the already dying NASDAQ stock exchange.

steroidima napumpali već umiruću burzu dionica NASDAQ.

The tech magazines told us a tsunami was coming.

Tech časopisi rekli su nam da dolazi tsunami.

And only the investors who hired the best scenario-planners and futurists

I samo će oni investitori koji zaposle najbolje planere scenarija i futuriste

would be able to survive the wave.

biti u stanju preživjeti taj val.

And so the future changed from this thing we create together in the present

I tako se budućnost pretvorila,

iz nečega što stvaramo zajedno u sadašnjem trenutku,

to something we bet on

u nešto na što se kladimo,

in some kind of a zero-sum winner-takes-all competition.

neku vrsta natjecanja gdje pobjednik nosi sve, a pobjednika nema.

And when things get that competitive about the future,

A kada stvari postanu tako kompetitivne u vezi budućnosti,

humans are no longer valued for our creativity.

ljudi se više ne vrednuju zbog svoje kreativnosti.

No, now we're just valued for our data.

Ne, danas nas vrednuju samo zbog naših podataka,

Because they can use the data to make predictions.

jer te podatke mogu koristiti za izradu predviđanja.

Creativity, if anything, that creates noise.

Kreativnost, ako išta, to stvara šum.

That makes it harder to predict.

To otežava predviđanje.

So we ended up with a digital landscape

Tako smo na koncu dobili digitalni krajolik

that really repressed creativity, repressed novelty,

koji zaista guši kreativnost, guši inovativnost,

it repressed what makes us most human.

guši ono što nas najviše čini ljudskima.

We ended up with social media.

Dobili smo društvene medije.

Does social media really connect people in new, interesting ways?

Povezuju li zaista društveni mediji ljude na nove, zanimljive načine?

No, social media is about using our data to predict our future behavior.

Ne. Društveni mediji koriste naše podatke za predviđanje našeg budućeg ponašanja

Or when necessary, to influence our future behavior

ili da bi, po potrebi, utjecali na naše buduće ponašanje,

so that we act more in accordance with our statistical profiles.

kako bismo se ponašali više u skladu s našim statističkim profilima.

The digital economy -- does it like people?

Digitalna ekonomija - voli li ona ljude?

No, if you have a business plan, what are you supposed to do?

Ne. Ako imate poslovni plan, što se od vas očekuje?

Da se riješite svih ljudi.

Get rid of all the people.

Human beings, they want health care, they want money, they want meaning.

Ljudska bića, ona žele zdravstvenu skrb, žele novac, žele smisao.

You can't scale with people.

S ljudima ne možete postići rast i profit.

(Laughter)

(Smijeh)

Even our digital apps --

Čak i digitalne aplikacije --

they don't help us form any rapport or solidarity.

one nam ne pomažu stvoriti bilo kakav bliski odnos ili solidarnost.

I mean, where's the button on the ride hailing app

Mislim, gdje je tipka u aplikaciji za poziv taksija

for the drivers to talk to one another about their working conditions

za vozače, da mogu međusobno razgovarati o svojim uvjetima rada

or to unionize?

ili se udruživati?

Even our videoconferencing tools,

Čak i naši alati za video konferencije,

they don't allow us to establish real rapport.

ne omogućuju nam da uspostavimo stvarno bliski odnos.

However good the resolution of the video,

Koliko god dobra bila rezolucija videa,

you still can't see if somebody's irises are opening to really take you in.

ipak ne vidite otvaraju li se nečije zjenice u želji da vas se stvarno shvati.

All of the things that we've done to establish rapport

Sve one stvari koje činimo da uspostavimo bliski odnos,

that we've developed over hundreds of thousands of years of evolution,

koje smo razvijali stotinama tisuća godina evolucije, one ne rade.

they don't work,

Ne možete vidjeti je li nečiji dah usklađen s vašim.

you can't see if someone's breath is syncing up with yours.

So the mirror neurons never fire, the oxytocin never goes through your body,

Zato se zrcalni neuroni nikada ne pale, oksitocin nikada ne kola vašim tijelom,

you never have that experience of bonding with the other human being.

nikada nemate iskustvo povezivanja s drugim ljudskim bićem.

And instead, you're left like,

Umjesto toga, ostaje vam ono:

"Well, they agreed with me, but did they really,

"Pa, složili su se sa mnom. A jesu li zaista,

jesu li me zaista shvatili?"

did they really get me?"

And we don't blame the technology for that lack of fidelity.

I mi ne krivimo tehnologiju za taj nedostatak vjernosti.

We blame the other person.

Mi krivimo drugu osobu.

You know, even the technologies and the digital initiatives that we have

Znate, čak i tehnologije i digitalne inicijative koje imamo

to promote humans,

za promoviranje ljudi,

are intensely anti-human at the core.

snažno su anti-ljudske u srži.

Think about the blockchain.

Razmislite o blockchainu.

The blockchain is here to help us have a great humanized economy? No.

Blokchain postoji da nam pomogne imati sjajnu humaniziranu ekonomiju? Ne!

The blockchain does not engender trust between users,

Blockchain ne stvara povjerenje između korisnika.

the blockchain simply substitutes for trust in a new,

Blockchain je jednostavno zamjena za povjerenje na novi,

even less transparent way.

još manje transparentan način.

Or the code movement.

Ili pokret za učenje programiranja.

I mean, education is great, we love education,

Mislim, obrazovanje je sjajno, mi volimo obrazovanje

and it's a wonderful idea

i to je prekrasna ideja

that we want kids to be able to get jobs in the digital future,

da želimo da djeca budu u stanju naći posao u digitalnoj budućnosti,

so we'll teach them code now.

stoga ćemo ih sada naučiti programirati.

But since when is education about getting jobs?

Ali otkada je svrha obrazovanja dobivanje posla?

Education wasn't about getting jobs.

To nije bila svrha obrazovanja.

Education was compensation for a job well done.

Obrazovanje je bilo kompenzacija za dobro odrađen posao.

The idea of public education

Zamisao javnog obrazovanja

was for coal miners, who would work in the coal mines all day,

bila je za rudare ugljena, koji bi po cijeli dan radili u rudniku,

then they'd come home and they should have the dignity

a kada bi došli kući trebali bi imati dostojanstvo

to be able to read a novel and understand it.

da mogu čitati roman i razumjeti ga.

Or the intelligence to be able to participate in democracy.

Ili biti toliko inteligentni da su sposobni sudjelovati u demokraciji.

When we make it an extension of the job, what are we really doing?

Kada od toga radimo produžetak posla, što mi ustvari radimo?

We're just letting corporations really

Mi zapravo samo puštamo korporacije

externalize the cost of training their workers.

da na druge prebace troškove obučavanja svojih radnika.

And the worst of all really is the humane technology movement.

A zaista najgori od svih je pokret za humanu tehnologiju.

I mean, I love these guys, the former guys who used to take

Hoću reći, meni se sviđaju ti momci, bivši momci koji su znali uzeti

the algorithms from Las Vegas slot machines

algoritme iz automata u Las Vegasu i ugrađivati ih u društvene medije

and put them in our social media feed so that we get addicted.

kako bismo postali ovisni o njima.

Now they've seen the error of their ways

Sada uviđaju da su pogriješili i žele tehnologiju učiniti humanijom.

and they want to make technology more humane.

But when I hear the expression "humane technology,"

No, kad čujem izraz "humana tehnologija",

I think about cage-free chickens or something.

pomislim na nekavezne piliće ili tako nešto.

We're going to be as humane as possible to them,

Bit ćemo prema njima humani koliko je god to moguće,

until we take them to the slaughter.

sve dok ih ne odvedemo na klanje.

So now they're going to let these technologies be as humane as possible,

Tako će oni pustiti da te tehnologije budu što je moguće humanije,

as long as they extract enough data and extract enough money from us

sve dok od nas izvlače dovoljno podataka i dovoljno novca

to please their shareholders.

kako bi usrećili svoje dioničare.

Meanwhile, the shareholders, for their part, they're just thinking,

Dotle dioničari, sa svoje strane, samo razmišljaju:

"I need to earn enough money now, so I can insulate myself

"Moram zaraditi dovoljno novca sada kako bih se izolirao

from the world I'm creating by earning money in this way."

od svijeta koji stvaram zarađujući novac na ovaj način."

(Laughter)

(Smijeh)

No matter how many VR goggles they slap on their faces

Bez obzira koliko VR naočala nataknu na lice

and whatever fantasy world they go into,

i u koji god fantastični svijet da ulaze,

they can't externalize the slavery and pollution that was caused

oni ne mogu na druge prebaciti ropstvo i zagađenje uzrokovano

through the manufacture of the very device.

proizvodnjom samih tih uređaja.

It reminds me of Thomas Jefferson's dumbwaiter.

To me podsjeća na kuhinjsko dizalo Thomasa Jeffersona.

Now, we like to think that he made the dumbwaiter

Mi volimo zamišljati da je on napravio kuhinjsko dizalo

in order to spare his slaves all that labor of carrying the food

kako bi poštedio svoje robove svog tog truda oko donošenja hrane

up to the dining room for the people to eat.

gore u blagovaonicu gdje ljudi jedu.

That's not what it was for, it wasn't for the slaves,

Nije to bilo zato, nije bilo za robove,

it was for Thomas Jefferson and his dinner guests,

bilo je za Thomasa Jeffersona i njegove goste,

so they didn't have to see the slave bringing the food up.

kako ne bi morali gledati robove koji donose hranu.

The food just arrived magically,

Hrana je dolazila magijom,

like it was coming out of a "Start Trek" replicator.

kao da izlazi iz replikatora "Zvjezdanih staza".

It's part of an ethos that says,

To je dio etosa koji kaže,

human beings are the problem and technology is the solution.

ljudska bića su problem, a tehnologija je rješenje.

We can't think that way anymore.

Ne možemo više razmišljati na taj način.

We have to stop using technology to optimize human beings for the market

Moramo prestati koristiti tehnologiju za optimiziranje ljudskih bića za tržište

and start optimizing technology for the human future.

i početi optimizirati tehnologiju za budućnost ljudi.

But that's a really hard argument to make these days,

Ali to je zaista težak argument u današnje vrijeme,

because humans are not popular beings.

zato jer ljudi više nisu popularna bića.

I talked about this in front of an environmentalist just the other day,

Neki dan sam o tome govorio pred jednom aktivisticom za okoliš,

a ona je rekla, "Zašto branite ljude? Ljudi su uništili planet.

and she said, "Why are you defending humans?

Humans destroyed the planet. They deserve to go extinct."

Zaslužuju da izumru."

(Laughter)

(Smijeh)

Even our popular media hates humans.

Čak i naši popularni mediji mrze ljude.

Gledajte televiziju,

Watch television,

all the sci-fi shows are about how robots are better and nicer than people.

svi SF filmovi su o tome kako su roboti bolji i ljubazniji od ljudi.

Even zombie shows -- what is every zombie show about?

Čak i filmovi o zombijima -- o čemu je svaki film o zombijima?

Some person, looking at the horizon at some zombie going by,

Netko promatra nekog zombija koji se pojavljuje na horizontu

and they zoom in on the person and you see the person's face,

i onda zumiraju na osobu, vi vidite lice te osobe

and you know what they're thinking:

i znate o čemu razmišlja:

"What's really the difference between that zombie and me?

"U čemu je zapravo razlika između tog zombija i mene?

He walks, I walk.

On hoda, ja hodam.

He eats, I eat.

On jede, ja jedem.

He kills, I kill."

On ubija, ja ubijam."

But he's a zombie.

Ali on je zombi.

At least you're aware of it.

Bar ste toga svjesni.

If we are actually having trouble distinguishing ourselves from zombies,

Ako nam je zaista teško razlikovati sebe od zombija,

we have a pretty big problem going on.

onda je to prilično veliki problem.

(Laughter)

(Smijeh)

And don't even get me started on the transhumanists.

I samo nemojte da počnem o transhumanistima.

I was on a panel with a transhumanist, and he's going on about the singularity.

Bio sam na panel diskusiji s jednim od njih koji je pričao o singularitetu.

"Oh, the day is going to come really soon when computers are smarter than people.

"Oh, vrlo skoro doći će dan kad će računala biti pametnija od ljudi.

And the only option for people at that point

I jedina opcija za ljude u tom času

is to pass the evolutionary torch to our successor

je da evolucijsku baklju predaju našem nasljedniku

and fade into the background.

i izgube se u pozadini.

Maybe at best, upload your consciousness to a silicon chip.

U najboljem slučaju, da svoju svijest prenesu na silikonski čip.

And accept your extinction."

I prihvate svoje izumiranje."

(Laughter)

(Smijeh)

And I said, "No, human beings are special.

A ja sam rekao, "Ne, ljudska bića su posebna.

We can embrace ambiguity, we understand paradox,

Mi možemo prihvatiti višeznačnost, mi razumijemo proturječje,

we're conscious, we're weird, we're quirky.

mi smo svjesni, mi smo čudni, mi smo osebujni.

There should be a place for humans in the digital future."

Moralo bi postajati mjesto za ljude u digitalnoj budućnosti."

And he said, "Oh, Rushkoff,

A on je rekao, "Oh, Rushkoff,

you're just saying that because you're a human."

ti to govoriš samo zato jer si ljudsko biće."

(Laughter)

(Smijeh)

As if it's hubris.

Kao da je to oholost.

OK, I'm on "Team Human."

U redu, ja sam u "Team Human".

That was the original insight of the digital age.

To je bio originalni uvid u digitalno doba,

That being human is a team sport,

da je biti čovjek timski sport,

evolution's a collaborative act.

kolaborativno djelo evolucije.

Even the trees in the forest,

Čak i stabla u šumi,

they're not all in competition with each other,

ona se ne natječu jedno s drugim,

they're connected with the vast network of roots and mushrooms

ona su povezana golemom mrežom korijenja i gljiva koja im omogućava

that let them communicate with one another and pass nutrients back and forth.

međusobnu komunikaciju i prijenos hranjivih tvari od jednog do drugog.

If human beings are the most evolved species,

Ako su ljudska bića najrazvijenija vrsta,

it's because we have the most evolved ways of collaborating and communicating.

to je zato jer mi imamo najrazvijenije načine suradnje i komuniciranja.

We have language.

Mi imamo jezik.

We have technology.

Mi imamo tehnologiju.

It's funny, I used to be the guy who talked about the digital future

To je čudno, ja sam nekad bio taj koji je govorio o digitalnoj budućnosti

for people who hadn't yet experienced anything digital.

ljudima koji još nisu imali nikakvog iskustva s digitalnim.

And now I feel like I'm the last guy

A sada se osjećam kao da sam ja posljednji

who remembers what life was like before digital technology.

koji se sjeća kako je izgledao život prije digitalne tehnologije.

It's not a matter of rejecting the digital or rejecting the technological.

Nije stvar u odbacivanju digitalnog ili odbacivanju tehnologije.

It's a matter of retrieving the values that we're in danger of leaving behind

Stvar je u obnavljanju vrijednosti koje su u opasnosti da ih napustimo

and then embedding them in the digital infrastructure for the future.

i da ih uklopimo u digitalnu infrastrukturu budućnosti.

And that's not rocket science.

A to nije neka velika mudrost.

To je jednostavno kao stvaranje društvene mreže

It's as simple as making a social network

that instead of teaching us to see people as adversaries,

koja umjesto da nas uči gledati na ljude kao na suparnike,

it teaches us to see our adversaries as people.

uči nas da na suparnike gledamo kao na ljude.

It means creating an economy that doesn't favor a platform monopoly

To znači stvaranje ekonomije koja ne pogoduje platformi monopola

that wants to extract all the value out of people and places,

koja želi izvući svu vrijednost iz ljudi i mjesta,

but one that promotes the circulation of value through a community

nego koja promovira optjecaj vrijednosti unutar zajednice

and allows us to establish platform cooperatives

i omogućava stvaranje kooperativnih platformi

that distribute ownership as wide as possible.

koje distribuiraju vlasništvo što je moguće šire.

It means building platforms

To znači stvaranje platformi

that don't repress our creativity and novelty in the name of prediction

koje ne potiskuju našu kreativnost i inovativnost u ime predviđanja,

but actually promote creativity and novelty,

nego zapravo promoviraju kreativnost i inovativnost

so that we can come up with some of the solutions

kako bismo mogli osmisliti neka rješenja

to actually get ourselves out of the mess that we're in.

da se izvučemo iz zbrke u kojoj se nalazimo.

No, instead of trying to earn enough money to insulate ourselves

Ne, umjesto pokušavanja da zaradimo dovoljno novca

kako bismo se izolirali od svijeta koji stvaramo,

from the world we're creating,

why don't we spend that time and energy making the world a place

zašto ne utrošiti to vrijeme i energiju da svijet učinimo mjestom

that we don't feel the need to escape from.

iz kojeg ne bismo imali potrebu bježati?

There is no escape, there is only one thing going on here.

Ne može se pobjeći, ovdje se događa samo jedna stvar.

Please, don't leave.

Molim vas, ne odlazite.

Join us.

Pridružite nam se.

We may not be perfect,

Mi možda nismo savršeni,

but whatever happens, at least you won't be alone.

no štogod da se dogodi, bar nećete biti sami.

Join "Team Human."

Pridružite se "Timu ljudi".

Find the others.

Pronađite druge.

Together, let's make the future that we always wanted.

Hajde da zajedno stvorimo budućnost kakvu smo oduvijek željeli.

Oh, and those tech billionaires who wanted to know

A ti tech milijarderi koji su željeli saznati

how to maintain control of their security force after the apocalypse,

kako održati kontrolu nad svojim zaštitarima nakon apokalipse,

you know what I told them?

znate li što sam im rekao?

"Start treating those people with love and respect right now.

"Počnite odmah sada tretirati te ljude s ljubavlju i poštovanjem.

Maybe you won't have an apocalypse to worry about."

Možda tada nećete morati brinuti o apokalipsi."

Thank you.

Hvala.

(Applause)

(Pljesak)