Paul Bloom: The origins of pleasure

Prevoditelj: Vladimir Perković Recezent: Tilen Pigac - EFZG

I'm going to talk today

Danas ću pričati

about the pleasures of everyday life.

o užicima svakodnevnog života.

But I want to begin with a story

Ali prvo želim započeti s pričom

of an unusual and terrible man.

o neobičnom i užasnom čovjeku.

This is Hermann Goering.

Ovo je Hermann Goering.

Goering was Hitler's second in command in World War II,

Goering je bio drugi po zapovjednoj odgovornosti u 2. svjetskom ratu,

his designated successor.

Hitlerov nasljednik.

And like Hitler,

Kao i Hitler,

Goering fancied himself a collector of art.

Goering se smatrao kolekcionarom umjetnina.

He went through Europe, through World War II,

Tijekom 2. svjetskog rata putovao je Europom

stealing, extorting and occasionally buying

kradući, iznuđujući i ponekad kupujući

various paintings for his collection.

različite slike za svoju kolekciju.

And what he really wanted was something by Vermeer.

Ono što je stvarno htio je bilo nešto Vermeerovo.

Hitler had two of them, and he didn't have any.

Hitler je imao dva primjerka, a on nijedan.

So he finally found an art dealer,

Napokon je pronašao trgovca umjetninama,

a Dutch art dealer named Han van Meegeren,

nizozemskog trgovca umjetninama Hana van Meegerena

who sold him a wonderful Vermeer

koji mu je prodao predivnog Vermeera

for the cost of what would now be 10 million dollars.

po cijeni koja bi danas bila 10 milijuna dolara.

And it was his favorite artwork ever.

To je bila njegova omiljena umjetnina.

World War II came to an end,

2. svjetski rat je završio,

and Goering was captured, tried at Nuremberg

Goering je zarobljen i suđen u Nurembergu

and ultimately sentenced to death.

te na kraju osuđen na smrt.

Then the Allied forces went through his collections

Tada su savezničke snage prošle kroz njegovu kolekciju

and found the paintings

i pronašle slike

and went after the people who sold it to him.

te potražili ljude koji su mu ih prodali.

And at some point the Dutch police came into Amsterdam

U nekom trenutku nizozemska policija je došla u Amsterdam

and arrested Van Meegeren.

i uhitila Van Meegerena.

Van Meegeren was charged with the crime of treason,

Van Meegeren je bio optužen za zločin izdaje

which is itself punishable by death.

koji je kažnjiv smrću.

Six weeks into his prison sentence,

Nakon što je proveo šest tjedana u zatvoru

van Meegeren confessed.

Van Meegeren je priznao.

But he didn't confess to treason.

Ali nije priznao izdaju.

He said, "I did not sell a great masterpiece

Rekao je: "Nisam prodao remek-djelo

to that Nazi.

tome nacistu.

I painted it myself; I'm a forger."

Naslikao sam ga sam; Ja sam krivotvoritelj."

Now nobody believed him.

Sada mu nitko nije vjerovao.

And he said, "I'll prove it.

Rekao je: "Dokazat ću to.

Bring me a canvas and some paint,

Donesite mi platno i boju

and I will paint a Vermeer much better

i nacrtat ću vam Vermeera puno bolje

than I sold that disgusting Nazi.

od onoga što sam prodao tom odvratnom nacistu.

I also need alcohol and morphine, because it's the only way I can work."

Također, trebam alkohol i morfij, jer to je jedini način na koji mogu raditi."

(Laughter)

(Smijeh)

So they brought him in.

Doveli su ga.

He painted a beautiful Vermeer.

Naslikao je predivnog Vermeera.

And then the charges of treason were dropped.

I optužbe za izdaju su odbačene.

He had a lesser charge of forgery,

Dobio je manju optužbu za krivotvorenje,

got a year sentence

kaznu od godinu dana

and died a hero to the Dutch people.

i umro kao heroj za nizozemski narod.

There's a lot more to be said about van Meegeren,

Puno bi se toga moglo reći o Van Meegerenu,

but I want to turn now to Goering,

ali sada bih se htio vratiti na Goeringa,

who's pictured here being interrogated at Nuremberg.

koji je ovdje prikazan na ispitivanju u Nurembergu.

Now Goering was, by all accounts, a terrible man.

Goering je po svemu sudeći bio užasan čovjek.

Even for a Nazi, he was a terrible man.

Čak i za nacista je bio užasan čovjek.

His American interrogators described him

Njegovi američki ispitivači su ga opisali

as an amicable psychopath.

kao prijateljskog psihopata.

But you could feel sympathy

Ali mogli ste osjetiti sućut

for the reaction he had

na reakciju koju je imao

when he was told that his favorite painting

kada mu je rečeno da je njegova omiljena slika

was actually a forgery.

zapravo krivotvorina.

According to his biographer,

Prema njegovom biografu,

"He looked as if for the first time

"Izgledao je kao da je po prvi puta

he had discovered there was evil in the world."

otkrio da postoji zlo na svijetu."

(Laughter)

(Smijeh)

And he killed himself soon afterwards.

Ubrzo nakon toga se ubio.

He had discovered after all

Nakon svega je otkrio

that the painting he thought was this

da je slika za koju je mislio da je ovo

was actually that.

bila zapravo ovo.

It looked the same,

Izgledala je isto,

but it had a different origin, it was a different artwork.

ali je imala drugačije podrijetlo, bila je drugačija ilustracija.

It wasn't just him who was in for a shock.

Nije samo on bio u šoku.

Once van Meegeren was on trial, he couldn't stop talking.

Kada je Van Meegeren bio na suđenju, nije prestajao govoriti.

And he boasted about all the great masterpieces

Hvalio se o svim velikim remek-djelima

that he himself had painted

koje je on sam naslikao

that were attributed to other artists.

koji su bili pripisani drugim umjetnicima.

In particular, "The Supper at Emmaus"

Posebice, "Večera u Emausu"

which was viewed as Vermeer's finest masterpiece, his best work --

koja je viđena kao Vermeerovo najbolje remek-djelo, njegov najbolji rad --

people would come [from] all over the world to see it --

ljudi su dolazili iz svih krajeva svijeta kako bi ju vidjeli --

was actually a forgery.

zapravo je bila krivotvorina.

It was not that painting, but that painting.

Nije bila ova slika, nego ova slika.

And when that was discovered,

Kada je to otkriveno,

it lost all its value and was taken away from the museum.

izgubila je svu svoju vrijednost i maknuta je iz muzeja.

Why does this matter?

Zašto je to bitno?

I'm a psychologists -- why do origins matter so much?

Vi psiholozi, zašto je porijeklo toliko bitno?

Why do we respond so much

Zašto reagiramo tako jako

to our knowledge of where something comes from?

na znanje o tome odakle nešto potječe?

Well there's an answer that many people would give.

Postoji odgovor koji bi mnogi ljudi dali.

Many sociologists like Veblen and Wolfe

Mnogi sociolozi kao Veblen i Wolfe

would argue that the reason why we take origins so seriously

bi tvrdili da je razlog zašto shvaćamo podrijetlo tako ozbiljno

is because we're snobs, because we're focused on status.

zato što smo snobovi, jer smo fokusirani na status.

Among other things,

Između ostaloga,

if you want to show off how rich you are, how powerful you are,

ako želiš pokazati kako si bogat, kako si moćan,

it's always better to own an original than a forgery

uvijek je bolje imati original nego krivotvorinu,

because there's always going to be fewer originals than forgeries.

jer uvijek će biti manje originala nego krivotvorina.

I don't doubt that that plays some role,

Ne sumnjam da to donekle igra ulogu,

but what I want to convince you of today

ali ja vas danas želim uvjeriti

is that there's something else going on.

da se tu još nešto događa.

I want to convince you

Želim vas uvjeriti

that humans are, to some extent, natural born essentialists.

da su ljudi, do neke mjere prirodni esencijalisti.

What I mean by this

Ono što mislim pod time

is we don't just respond to things as we see them,

je da ne reagiramo na stvari samo kako ih vidimo

or feel them, or hear them.

ili osjetimo ili čujemo.

Rather, our response is conditioned on our beliefs,

Radije, naše reakcije su više uvjetovane našim vjerovanjima

about what they really are, what they came from,

nego onime što stvari stvarno jesu, odakle su potekle,

what they're made of, what their hidden nature is.

od čega su načinjene, koje su njihove skrivene karakteristike.

I want to suggest that this is true,

Želim pokazati da je ovo istina

not just for how we think about things,

ne samo za naše razmišljanje o stvarima

but how we react to things.

nego i za našu reakciju na njih.

So I want to suggest that pleasure is deep --

Želim reći da je zadovoljstvo duboko --

and that this isn't true

i da to nije istina

just for higher level pleasures like art,

samo za više razine zadovoljstva poput umjetnosti,

but even the most seemingly simple pleasures

nego su čak i naizgled jednostavna zadovoljstva

are affected by our beliefs about hidden essences.

pod utjecajem naših vjerovanja o skrivenim suštinama.

So take food.

Uzmite hranu.

Would you eat this?

Biste li pojeli ovo?

Well, a good answer is, "It depends. What is it?"

Dobar odgovor je, "Ovisi. Što je to?"

Some of you would eat it if it's pork, but not beef.

Neki od vas bi to pojeli ako je svinjetina, ali ne govedina.

Some of you would eat it if it's beef, but not pork.

Neki od vas bi to pojeli ako je govedina, ali ne svinjetina.

Few of you would eat it if it's a rat

Nekolicina vas bi to pojela ako je štakor

or a human.

ili čovjek.

Some of you would eat it only if it's a strangely colored piece of tofu.

Neki od vas bi to pojeli samo ako je čudno obojeni komad tofua.

That's not so surprising.

To nije iznenađujuće.

But what's more interesting

Ali ono što je zanimljivije

is how it tastes to you

je kakvog vam je okusa

will depend critically on what you think you're eating.

će značajno ovisiti o tome što mislite da jedete.

So one demonstration of this was done with young children.

Ovo je demonstrirano s malom djecom.

How do you make children

Kako natjerati djecu

not just be more likely to eat carrots and drink milk,

ne samo da jedu mrkve i piju mlijeko,

but to get more pleasure from eating carrots and drinking milk --

nego da više uživaju u jedenju mrkvi i pijenju mlijeka --

to think they taste better?

da misle da imaju bolji okus?

It's simple, you tell them they're from McDonald's.

Jednostavno, kažete im da su iz McDonaldsa.

They believe McDonald's food is tastier,

Oni vjeruju da je hrana iz McDonaldsa boljeg okusa

and it leads them to experience it as tastier.

i to ih navodi da ju doživljavaju kao ukusniju.

How do you get adults to really enjoy wine?

Kako navesti odrasle da stvarno uživaju u vinu?

It's very simple:

Vrlo je jednostavno:

pour it from an expensive bottle.

natočite ga u skupu bocu.

There are now dozens, perhaps hundreds of studies showing

Postoje već deseci, možda čak i stotine studija koje pokazuju

that if you believe you're drinking the expensive stuff,

da ako vjeruješ da piješ skuplje

it tastes better to you.

ima i bolji okus.

This was recently done with a neuroscientific twist.

Ovo je nedavno napravljeno s neuroznanstvenim zapletom.

They get people into a fMRI scanner,

Ljudi su podvrgnuti magnetskoj rezonanci

and while they're lying there, through a tube,

i dok tamo leže, kroz cijev

they get to sip wine.

pijuckaju vino.

In front of them on a screen is information about the wine.

Ispred njih je zaslon s informacijama o vinu.

Everybody, of course,

Svi, naravno

drinks exactly the same wine.

piju potpuno isto vino.

But if you believe you're drinking expensive stuff,

Ali ako vjeruješ da piješ skuplje vino,

parts of the brain associated with pleasure and reward

dijelovi mozga povezani sa zadovoljstvom i nagrađivanjem

light up like a Christmas tree.

svijetle kao božićno drvce.

It's not just that you say it's more pleasurable, you say you like it more,

Ne samo da kažete da više uživate, kažete da vam se više sviđa,

you really experience it in a different way.

stvarno ga iskustite na drugi način.

Or take sex.

Ili uzmite seks.

These are stimuli I've used in some of my studies.

Ovo su stimulansi koje sam koristio u nekim svojim istraživanjima.

And if you simply show people these pictures,

Ako samo pokažete ljudima ove slike

they'll say these are fairly attractive people.

reći će da su to prilično privlačni ljudi.

But how attractive you find them,

Ali kako ih atraktivnima smatrate,

how sexually or romantically moved you are by them,

koliko ste seksualno ili romatnično uzbuđeni njima

rests critically on who you think you're looking at.

uvelike ovisi o tome koga mislite da gledate.

You probably think the picture on the left is male,

Vjerojatno mislite da je na lijevoj slici muškarac,

the one on the right is female.

a na desnoj žena.

If that belief turns out to be mistaken, it will make a difference.

Ako se ispostavi da je to vjerovanje krivo, to će imati utjecaja.

(Laughter)

(Smijeh)

It will make a difference if they turn out to be

Imat će utjecaja ako ispadne da su

much younger or much older than you think they are.

puno mlađi ili puno stariji od onoga što mislite da jesu.

It will make a difference if you were to discover

Imat će utjecaja ako otkrijete

that the person you're looking at with lust

da je osoba koju gledate s požudom

is actually a disguised version of your son or daughter,

zapravo prerušena verzija vašeg sina ili kćeri,

your mother or father.

vaše majke ili oca.

Knowing somebody's your kin typically kills the libido.

Saznanje da vam je netko rod obično ubija libido.

Maybe one of the most heartening findings

Možda je jedno od najohrabrujućih saznanja

from the psychology of pleasure

iz psihologije užitka

is there's more to looking good than your physical appearance.

je da privlačnost nije samo fizički izgled.

If you like somebody, they look better to you.

Ako vam se netko sviđa, izgleda bolje.

This is why spouses in happy marriages

Ovo je razlog zašto supružnici u sretnim brakovima

tend to think that their husband or wife

misle da njihovi muž ili žena

looks much better than anyone else thinks that they do.

izgledaju puno bolje nego što to misli bilo tko drugi.

(Laughter)

(Smijeh)

A particularly dramatic example of this

Posebno dramatičan primjer ovoga

comes from a neurological disorder known as Capgras syndrome.

dolazi iz neurološkog poremećaja znanog kao Capgrasov sindrom.

So Capgras syndrome is a disorder

Capgrasov sindrom je poremećaj

where you get a specific delusion.

gdje imate specifičnu obmanu.

Sufferers of Capgras syndrome

Oni koji boluju od Capgrasovog sindroma

believe that the people they love most in the world

vjeruju da su ljudi koje vole najviše na svijetu

have been replaced by perfect duplicates.

zamijenjeni sa savršenim kopijama.

Now often, a result of Capgras syndrome is tragic.

Često, rezultat Capgrasovog sindroma je tragičan.

People have murdered those that they loved,

Ljudi su znali ubiti one koje vole

believing that they were murdering an imposter.

vjerujući da ubijaju varalicu.

But there's at least one case

No postoji barem jedan slučaj

where Capgras syndrome had a happy ending.

gdje je Capgrasov sindrom imao sretan završetak.

This was recorded in 1931.

Ovo je zabilježeno 1931.

"Research described a woman with Capgras syndrome

"Istraživanje opisuje ženu sa Capgrasovim sindromom

who complained about her poorly endowed and sexually inadequate lover."

koja se žalila na svog loše obdarenog i seksualno neadekvatnog ljubavnika."

But that was before she got Capgras syndrome.

To je bilo prije nego li je dobila Capgrasov sindrom.

After she got it, "She was happy to report

Kada je oboljela, "Bila je sretna da priopći

that she has discovered that he possessed a double

kako je otkrila da posjeduje dvojnika

who was rich, virile, handsome and aristocratic."

koji je bogat, virilan, zgodan i aristokrat."

Of course, it was the same man,

Naravno, radilo se o istom čovjeku

but she was seeing him in different ways.

kojega je ona vidjela na drugi način.

As a third example,

Kao treći primjer

consider consumer products.

razmotrite potrošačke proizvode.

So one reason why you might like something is its utility.

Jedan od razloga zašto bi vam se nešto moglo svidjeti je korisnost.

You can put shoes on your feet; you can play golf with golf clubs;

Možete navući cipele na stopala; možete igrati golf s golf palicama;

and chewed up bubble gum doesn't do anything at all for you.

a sažvakana žvakača guma vam ne znači ništa.

But each of these three objects has value

Ali svaka od ove tri stvari ima vrijednost

above and beyond what it can do for you

iznad i dalje od onoga što može učinit za vas

based on its history.

temeljenu na svojoj povijesti.

The golf clubs were owned by John F. Kennedy

Golf palice koje su pripadale Johnu F. Kennediju

and sold for three-quarters of a million dollars at auction.

su prodane za 750 tisuća dolara na aukciji.

The bubble gum was chewed up by pop star Britney Spears

Žvakača guma koju je žvakala Britney Spears

and sold for several hundreds of dollars.

je prodana za nekoliko stotina dolara.

And in fact, there's a thriving market

Zapravo postoji cvatuće tržište

in the partially eaten food of beloved people.

djelomično pojedene hrane obožavanih osoba.

(Laughter)

(Smijeh)

The shoes are perhaps the most valuable of all.

Cipele su možda najvrjednije od svih.

According to an unconfirmed report,

Sudeći po nepotvrđenom izvještaju

a Saudi millionaire offered 10 million dollars

saudijski milijunaš je ponudio 10 milijuna dolara

for this pair of shoes.

za ovaj par cipela.

They were the ones thrown at George Bush

To su one koje su bile bačene na Georga Busha

at an Iraqi press conference several years ago.

prije nekoliko godina na iračkoj konferenciji.

(Applause)

(Pljesak)

Now this attraction to objects

Ova privlačnost ka stvarima

doesn't just work for celebrity objects.

ne postoji samo za stvarima poznatih ličnosti.

Each one of us, most people,

Svatko od nas, većina ljudi

have something in our life that's literally irreplaceable,

posjeduje nešto u svom životu što je doslovno nezamjenjivo,

in that it has value because of its history --

po tome što ima vrijednost u svojoj povijesti --

maybe your wedding ring, maybe your child's baby shoes --

možda vaš vjenčani prsten, možda prve cipele vašeg dijeteta --

so that if it was lost, you couldn't get it back.

ako bi to bilo izgubljeno, ne biste ih mogli vratiti.

You could get something that looked like it or felt like it,

Mogli biste nabaviti nešto što izgleda ili se čini kao to,

but you couldn't get the same object back.

ali ne biste mogli nabaviti istu stvar.

With my colleagues George Newman and Gil Diesendruck,

Sa svojim kolegama Georgom Newmanom i Gilom Diesendruckom

we've looked to see what sort of factors, what sort of history, matters

pogledao sam kakvi sve faktori, koja vrsta povijesti je bitna

for the objects that people like.

za stvari koje ljudi vole.

So in one of our experiments,

U jednom od naših eksperimenata

we asked people to name a famous person who they adored,

pitali smo ljude da imenuju poznate osobe koje obožavaju,

a living person they adored.

živuću osobu koju obožavaju.

So one answer was George Clooney.

Jedan od odgovora je bio George Clooney.

Then we asked them,

Tada smo ih pitali:

"How much would you pay for George Clooney's sweater?"

"Koliko biste platili za George Clooneyev pulover?"

And the answer is a fair amount --

Odgovor je bio poprilično visok --

more than you would pay for a brand new sweater

više nego što biste platili za novi pulover

or a sweater owned by somebody who you didn't adore.

ili pulover koji je nosio netko koga ne obožavate.

Then we asked other groups of subjects --

Tada smo pitali drugu grupu ispitanika --

we gave them different restrictions

dali smo im različita ograničenja

and different conditions.

i različite uvjete.

So for instance, we told some people,

Npr., nekim ljudima smo rekli:

"Look, you can buy the sweater,

"Možete kupiti pulover,

but you can't tell anybody you own it,

ali ne smijete nikome reći da ga imate

and you can't resell it."

i ne smijete ga prodati."

That drops the value of it,

To mu je snizilo cijenu,

suggesting that that's one reason why we like it.

povlačeći da je to jedan od razloga zašto nam se sviđa.

But what really causes an effect

Ali ono što stvarno uzrokuje efekt

is you tell people, "Look, you could resell it, you could boast about it,

je kada kažete ljudima:"Možete ga prodati, možete se hvaliti njime,

but before it gets to you,

ali prije nego stigne vama,

it's thoroughly washed."

temeljito je opran."

That causes a huge drop in the value.

To uzrokuje ogroman pad vrijednosti.

As my wife put it, "You've washed away the Clooney cooties."

Kao što bi moja žena rekla:"Oprao si Clooneyeve klice."

(Laughter)

(Smijeh)

So let's go back to art.

Vratimo se sada na umjetnost.

I would love a Chagall. I love the work of Chagall.

Ja bih volio Chagallovo djelo. Obožavam Chagallov rad.

If people want to get me something at the end of the conference,

Ako mi netko želi pokloniti nešto nakon konferencije,

you could buy me a Chagall.

možete mi kupiti Chagalla.

But I don't want a duplicate,

Ali ne želim duplikat,

even if I can't tell the difference.

čak i ako ih ne mogu razlikovati.

That's not because, or it's not simply because,

To nije zato ili nije samo zato

I'm a snob and want to boast about having an original.

što sam snob i želim se hvaliti originalom.

Rather, it's because I want something that has a specific history.

Prije je zato jer želim nešto što ima specifičnu povijest.

In the case of artwork,

U slučaju umjetnosti

the history is special indeed.

povijest je zaista posebna.

The philosopher Denis Dutton

Filozof Denis Dutton

in his wonderful book "The Art Instinct"

je u svojoj sjajnoj knjzi "Instinkt umjetnosti"

makes the case that, "The value of an artwork

objasnio kako: "Vrijednost umjetnosti

is rooted in assumptions about the human performance underlying its creation."

leži u pretpostavci da je ljudski rad osnova njenog stvaranja."

And that could explain the difference

To bi moglo objasniti razliku

between an original and a forgery.

između originala i krivotvorine.

They may look alike, but they have a different history.

Možda izgledaju slično, ali imaju drugačiju povijest.

The original is typically the product of a creative act,

Original je tipično proizvod kreativnog rada,

the forgery isn't.

dok krivotvorina nije.

I think this approach can explain differences

Mislim da ovaj pristup može objasniti razlike

in people's taste in art.

u ljudskom ukusu za umjetnost.

This is a work by Jackson Pollock.

Ovo je rad Jacksona Pollocka.

Who here likes the work of Jackson Pollock?

Tko ovdje voli rad Jacksona Pollocka?

Okay. Who here, it does nothing for them?

OK. Kome ovdje ovo ne znači ništa?

They just don't like it.

Jednostavno vam se ne sviđa.

I'm not going to make a claim about who's right,

Neću tvrditi tko je u pravu,

but I will make an empirical claim

ali ću iznijeti empirijsku tvrdnju

about people's intuitions,

o ljudskoj intuiciji

which is that, if you like the work of Jackson Pollock,

koja je takva, da ako voliš rad Jackona Pollocka,

you'll tend more so than the people who don't like it

imat ćeš veće tendencije, nego ljudi koji ga ne vole,

to believe that these works are difficult to create,

vjerovati da su ova djela teška za napraviti,

that they require a lot of time and energy

da zahtijevaju puno vremena, energije

and creative energy.

i kreativne energije.

I use Jackson Pollock on purpose as an example

Namjerno koristim Jacksona Pollocka kao primjer

because there's a young American artist

jer postoji mlada američka umjetnica

who paints very much in the style of Jackson Pollock,

koja slika vrlo sličnim stilom kao Jackson Pollock

and her work was worth

i njen rad je bio vrijedan

many tens of thousands of dollars --

desetke tisuće dolara --

in large part because she's a very young artist.

velikim dijelom zato što je jako mlada umjetnica.

This is Marla Olmstead

Ovo je Marla Olmstead

who did most of her work when she was three years old.

koja je napravila većinu svog rada dok je imala tri godine.

The interesting thing about Marla Olmstead

Ono što je zanimljivo u slučaju Marle Olmstead

is her family made the mistake

je da je njena obitelj napravila pogrešku

of inviting the television program 60 Minutes II into their house

pozvavši televizijsku emisiju 60 minuta II u svoju kuću

to film her painting.

kako bi je snimili kako slika.

And they then reported that her father was coaching her.

Nakon toga su izvijestili da ju je otac navodio.

When this came out on television,

Kada je ovo objavljeno na televiziji,

the value of her art dropped to nothing.

vrijednost njenog djela je pala na nulu.

It was the same art, physically,

Umjetnost je bila fizički ista,

but the history had changed.

ali se povijest promijenila.

I've been focusing now on the visual arts,

Fokusirao sam se na vizualne umjetnosti,

but I want to give two examples from music.

ali želim dati dva primjera iz glazbe.

This is Joshua Bell, a very famous violinist.

Ovo je Joshua Bell, vrlo poznati violinist.

And the Washington Post reporter Gene Weingarten

Reporter Washington Posta Gene Weingarten

decided to enlist him for an audacious experiment.

ga je odlučio angažirati za vrlo odvažan eksperiment.

The question is: How much would people like Joshua Bell,

Pitanje je koliko ljudi će se svidjeti Joshua Bell,

the music of Joshua Bell,

njegova glazba,

if they didn't know they were listening to Joshua Bell?

ako ne znaju da ga slušaju.

So he got Joshua Bell to take his million dollar violin

Tako je nagovorio Joshuu Bella da uzme svoju milijunsku violinu

down to a Washington D.C. subway station

na washingtonsku stanicu podzemne željeznice

and stand in the corner and see how much money he would make.

kako bi stajao na uglu i vidio koliko će novaca zaraditi.

And here's a brief clip of this.

Ovo je kratki isječak.

(Violin music)

(Glazba violine)

After being there for three-quarters of an hour,

Nakon što je tamo stajao 45 minuta,

he made 32 dollars.

zaradio je 32 dolara.

Not bad. It's also not good.

Nije loše. Također, nije ni dobro.

Apparently to really enjoy the music of Joshua Bell,

Očito, kako bi stvarno uživao u glazbi Joshue Bella,

you have to know you're listening to Joshua Bell.

moraš znati kako slušaš Joshuu Bella.

He actually made 20 dollars more than that,

Zapravo je zaradio 20 dolara više od toga,

but he didn't count it.

ali ih nisu uračunali.

Because this woman comes up --

Jer je došla jedna žena --

you see at the end of the video -- she comes up.

ovo vidite na kraju videa -- žena prilazi.

She had heard him at the Library of Congress a few weeks before

Ono ga je slušala u Kongresnoj knjižnici par tjedana prije

at this extravagant black-tie affair.

na ekstravagantnom događaju crnih kravata.

So she's stunned that he's standing in a subway station.

Bila je zapanjena da on stoji na stanici podzemne željeznice.

So she's struck with pity.

Osjetila je sažaljenje.

She reaches into her purse and hands him a 20.

Posegnula je u svoju torbicu i dala mu 20 dolara.

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

The second example from music

Drugi primjer iz glazbe dolazi

is from John Cage's modernist composition,

iz John Cageove modernističke kompozicije,

"4'33"."

"4'33''."

As many of you know,

Kao što mnogi od vas znaju

this is the composition where the pianist sits at a bench,

ovo je kompozicija gdje pijanist sjedi na klupici,

opens up the piano

otvori klavir

and sits and does nothing for four minutes and 33 seconds --

i sjedi i ne radi ništa 4 minute i 33 sekunde --

that period of silence.

razdoblje tišine.

And people have different views on this.

Ljudi imaju drugačije poglede o tome.

But what I want to point out

Ono što želim istaknuti

is you can buy this from iTunes.

je da se može kupiti na iTunesu.

(Laughter)

(Smijeh)

For a dollar 99,

Po cijeni od 1,99 dolara,

you can listen to that silence,

možete slušati tu tišinu

which is different than other forms of silence.

koja je drugačija od ostalih oblika tišine.

(Laughter)

(Smijeh)

Now I've been talking so far about pleasure,

Dosad sam pričao o užitku,

but what I want to suggest

ali želim ustvrditi

is that everything I've said applies as well to pain.

kako se sve što sam rekao odnosi i na bol.

And how you think about what you're experiencing,

I kako razmišljate o onome što proživljavate,

your beliefs about the essence of it,

vaša vjerovanja o njegovoj srži

affect how it hurts.

utječe na vašu bol.

One lovely experiment

Jedan krasan eksperiment

was done by Kurt Gray and Dan Wegner.

su napravili Kurt Gray i Dan Wegner.

What they did was they hooked up Harvard undergraduates

Spojili su harvardske studente

to an electric shock machine.

na uređaj za električne udare.

And they gave them a series of painful electric shocks.

Zadali su im seriju bolnih električnih udara.

So it was a series of five painful shocks.

Dakle, seriju od pet bolnih udara.

Half of them are told that they're being given the shocks

Polovici njih je rečeno kako im udarce zadaje

by somebody in another room,

osoba u drugoj sobi,

but the person in the other room doesn't know they're giving them shocks.

ali osoba u drugoj sobi ne zna da im zadaje udarce.

There's no malevolence, they're just pressing a button.

Nema zlonamjernosti, jednostavno stišću gumb.

The first shock is recorded as very painful.

Prvi udarac je bio zabilježen kao jako bolan.

The second shock feels less painful, because you get a bit used to it.

Drugi je bio malo manje bolan, jer su se malo naviknuli.

The third drops, the fourth, the fifth.

Treći još pada, četvrti, peti.

The pain gets less.

Bol se smanjuje.

In the other condition,

U drugoj okolnosti

they're told that the person in the next room

rečeno im je da im osoba u susjednoj sobi

is shocking them on purpose -- knows they're shocking them.

zadaje udarce namjerno -- zna da im zadaje udarce.

The first shock hurts like hell.

Prvi udarac ekstremno boli.

The second shock hurts just as much,

Drugi udarac boli jednako

and the third and the fourth and the fifth.

kao i treći i četvrti i peti.

It hurts more

Boli više

if you believe somebody is doing it to you on purpose.

ako vjerujete da druga osoba to radi namjerno.

The most extreme example of this

Najekstremniji primjer ovoga

is that in some cases,

je da u nekim slučajevima,

pain under the right circumstances

pod pravim okolnostima bol

can transform into pleasure.

može prijeći u užitak.

Humans have this extraordinarily interesting property

Ljudi imaju izvanredno svojstvo

that will often seek out low-level doses of pain

da često traže niske doze boli

in controlled circumstances

u kontroliranim uvjetima

and take pleasure from it --

i uživaju u tome --

as in the eating of hot chili peppers

kao jedenje ljutih feferona

and roller coaster rides.

i vožnji vlakovima smrti.

The point was nicely summarized

Bit je dobro sažeta

by the poet John Milton

od strane pjesnika Johna Miltona

who wrote, "The mind is its own place,

koj je napisao: "Um je posebno mjesto,

and in itself can make a heaven of hell,

sam može načiniti raj od pakla

a hell of heaven."

i pakao od raja."

And I'll end with that. Thank you.

S ovime ću završiti. Hvala vam.

(Applause)

(Pljesak)