Johanna Blakley: Social media and the end of gender

Prevoditelj: Davorin Jelačić Recezent: Tilen Pigac - EFZG

I'm going to make an argument today

Danas ću iznijeti argument

that may seem a little bit crazy:

koji će možda izgledati pomalo ludo:

social media and the end of gender.

društveni mediji i kraj spolova.

Let me connect the dots.

Dopustite mi da povežem točkice.

I'm going to argue today

Danas ću argumentirati

that the social media applications

da će nam aplikacije društvenih medija

that we all know and love, or love to hate,

koje svi znamo i volimo, ili volimo mrziti,

are actually going to help free us

pomoći da se oslobodimo

from some of the absurd assumptions

nekih apsurdnih pretpostavki

that we have as a society about gender.

koje, kao društvo, imamo o spolovima.

I think that social media

Mislim da će nam društveni mediji

is actually going to help us dismantle

zapravo pomoći da raščistimo

some of the silly and demeaning stereotypes

neke od budalastih i ponižavajućih stereotipa

that we see in media and advertising

koje vidimo u medijima i oglašavanju

about gender.

kad je riječ o spolovima.

If you hadn't noticed,

Ako niste primijetili,

our media climate generally provides

naša medijska klima općenito predstavlja

a very distorted mirror

vrlo izobličeno zrcalo

of our lives and of our gender,

naših života i spolova.

and I think that's going to change.

Mislim da će se to promijeniti.

Now most media companies --

Sada najveći broj medijskih kompanija --

television, radio, publishing, games, you name it --

televizija, radio, izdavaštvo, igre, koju god hoćete --

they use very rigid segmentation methods

koristi vrlo krute metode segmentacije

in order to understand their audiences.

s ciljem razumijevanja svoje publike.

It's old-school demographics.

To je demografija stare škole.

They come up with these very restrictive labels to define us.

Osmislili su vrlo restriktivne etikete kojima nas definiraju.

Now the crazy thing

Ludo u svemu je to što

is that media companies believe

medijske kompanije vjeruju

that if you fall within a certain demographic category

da, ako ste u određenoj demografskoj kategoriji,

then you are predictable in certain ways --

tada ste na određeni način predvidljivi.

you have certain taste,

Da imate određeni ukus,

that you like certain things.

da volite određene stvari.

And so the bizarre result of this

I stoga je bizarni ishod ovoga

is that most of our popular culture

da je većina naše popularne kulture

is actually based on these presumptions

zapravo utemeljena na tim pretpostavkama

about our demographics.

naših demografskih obilježja.

Age demographics:

Dobna demografija:

the 18 to 49 demo

Demografija za one od 18 do 49,

has had a huge impact

imala je ogroman utjecaj

on all mass media programming in this country

na sav program masovnih medija u ovoj zemlji

since the 1960s,

još od 1960-tih,

when the baby boomers were still young.

kada je baby boom naraštaj još bio mlad.

Now they've aged out of that demographic,

Sada su oni starosno napustili tu skupinu,

but it's still the case

ali i dalje vrijedi

that powerful ratings companies like Nielson

da moćne rejting kompanije poput Nielsona

don't even take into account

čak ni ne uzimaju u obzir

viewers of television shows over age 54.

gledatelje televizijskih emisija iznad 54 godine starosti.

In our media environment,

U našem medijskom okruženju,

it's as if they don't even exist.

oni kao da ne postoje.

Now, if you watch "Mad Men," like I do --

Ako gledate „Momce s Madisona" poput mene --

it's a popular TV show in the States --

to je popularna TV emisija u Sjedinjenim Državama --

Dr. Faye Miller does something called psychographics,

Dr. Faye Miller se bavi nečim zvanim psihografija,

which first came about in the 1960s,

koja se prvi puta pojavila u 1960-tima,

where you create these complex psychological profiles

a u kojoj izrađujete složene psihološke profile

of consumers.

potrošača.

But psychographics really haven't had a huge impact on the media business.

Ali psihografija nije zapravo imala ogroman utjecaj na medijsko poslovanje.

It's really just been basic demographics.

U stvari je u pitanju bila samo osnovna demografija.

So I'm at the Norman Lear Center at USC,

Ja sam u Norman Lear Center pri USC.

and we've done a lot of research over the last seven, eight years

I obavili smo mnogo istraživanja u proteklih sedam, osam godina

on demographics

u vezi demografije

and how they affect media and entertainment

i njezinog utjecaja na medije i zabavu

in this country and abroad.

u ovoj zemlji i u inozemstvu.

And in the last three years,

A u posljednje tri godine

we've been looking specifically at social media to see what has changed,

promatrali smo posebno društvene medije da vidimo što se promijenilo.

and we've discovered some very interesting things.

I otkrili smo neke vrlo interesantne stvari.

All the people who participate in social media networks

Svi ljudi koji sudjeluju u društvenim mrežama

belong to the same old demographic categories

pripadaju istim starim demografskim kategorijama

that media companies and advertisers

koje su medijske kompanije i oglašivači

have used in order to understand them.

koristili kako bi ih razumjeli.

But those categories mean even less now

Ali te kategorije znače danas još manje

than they did before,

nego nekada.

because with online networking tools,

Zato što nam je s internetskim mrežnim alatima

it's much easier for us

puno lakše

to escape some of our demographic boxes.

izbjeći neke od naših demografskih pretinaca.

We're able to connect with people quite freely

U mogućnosti smo povezati se s ljudima posve slobodno

and to redefine ourselves online.

i online redefinirati same sebe.

And we can lie about our age online, too, pretty easily.

Također sasvim lako možemo i lagati o svojoj dobi.

We can also connect with people

Također se možemo povezivati s ljudima

based on our very specific interests.

na temelju naših vrlo specifičnih interesa.

We don't need a media company

Ne treba nam medijska kompanija

to help do this for us.

pomagati u tome.

So the traditional media companies, of course,

Stoga tradicionalne medijske kompanije, naravno,

are paying very close attention to these online communities.

obraćaju veliku pozornost na ove online zajednice.

They know this is the mass audience of the future;

One znaju da je to masovna publika budućnosti.

they need to figure it out.

Oni je moraju razumjeti.

But they're having a hard time doing it

Ali im to ide teško

because they're still trying to use demographics in order to understand them,

jer još uvijek pokušavaju rabiti demografiju kako bi je razumjeli,

because that's how ad rates are still determined.

jer se na toj osnovi još uvijek određuju cijene oglasa.

When they're monitoring your clickstream --

Kada promatraju protok vaših klikova --

and you know they are --

a znate da to čine --

they have a really hard time

zaista im je teško

figuring out your age, your gender and your income.

otkriti vašu dob, vaš spol i vaš prihod.

They can make some educated guesses.

Mogu utemeljeno nagađati.

But they get a lot more information

Ali mnogo više informacija dobivaju

about what you do online,

o tome što činite online,

what you like, what interests you.

što volite, što vas zanima.

That's easier for them to find out than who you are.

Lakše im je to otkriti nego tko ste vi zapravo.

And even though that's still sort of creepy,

I premda je to i dalje ljigavo,

there is an upside

postoji i dobra strana

to having your taste monitored.

nadziranja vašeg ukusa.

Suddenly our taste is being respected

Odjednom netko poštuje vaš ukus

in a way that it hasn't been before.

na način na koji to ranije nije bio slučaj.

It had been presumed before.

On se ranije pretpostavljao.

So when you look online at the way people aggregate,

Kad pogledate na koji se način ljudi okupljaju online,

they don't aggregate

ne okupljaju se

around age, gender and income.

oko godina, spola ili prihoda.

They aggregate around the things they love,

Okupljaju se oko stvari koje vole,

the things that they like,

stvari koje im se sviđaju.

and if you think about it, shared interests and values

A ako razmislite o tome, zajednički interesi i vrijednosti

are a far more powerful aggregator of human beings

puno su moćniji čimbenik okupljanja ljudi

than demographic categories.

nego demografske kategorije.

I'd much rather know

Puno bih radije znala

whether you like "Buffy the Vampire Slayer"

da li volite „Buffy ubojicu vampira“

rather than how old you are.

nego koliko imate godina.

That would tell me something more substantial about you.

To bi mi reklo nešto važnije o vama.

Now there's something else that we've discovered about social media

Ima još nešto što smo otkrili kod društvenih medija,

that's actually quite surprising.

a što je zapravo vrlo iznenađujuće.

It turns out that women

Pokazuje se da žene

are really driving the social media revolution.

zaista potiču revoluciju društvenih medija.

If you look at the statistics --

Ako pogledate statistiku --

these are worldwide statistics --

ovo je svjetska statistika --

in every single age category,

u baš svakoj dobnoj kategoriji,

women actually outnumber men

žene su brojčano zastupljenije od muškaraca

in their use of social networking technologies.

u korištenju tehnologija društvenih mreža.

And then if you look at the amount of time

A ako zatim pogledate vrijeme

that they spend on these sites,

koje provode na tim stranicama,

they truly dominate the social media space,

one doista dominiraju prostorom društvenih medija,

which is a space that's having a huge impact

koji ima ogroman utjecaj

on old media.

na stare medije.

The question is: what sort of impact

Pitanje je, kakav utjecaj

is this going to have on our culture,

će ovo imati na našu kulturu,

and what's it going to mean for women?

i što će to značiti za žene?

If the case is that social media

Ako se dogodi da društveni mediji

is dominating old media

dominiraju starim medijima

and women are dominating social media,

i žene dominiraju društvenim medijima,

then does that mean that women

znači li to onda da će žene

are going to take over global media?

preuzeti svjetske medije?

Are we suddenly going to see

Hoćemo li iznenada vidjeti

a lot more female characters in cartoons

puno više ženskih likova u crtanim filmovima,

and in games and on TV shows?

u igrama ili u TV emisijama?

Will the next big-budget blockbuster movies

Hoće li sljedeći visokobudžetni hit filmovi

actually be chick flicks?

zapravo biti ženski filmovi?

Could this be possible,

Da li je moguće

that suddenly our media landscape

da će iznenada naš medijski pejzaž

will become a feminist landscape?

postati feministički pejzaž?

Well, I actually don't think that's going to be the case.

No, ja zapravo ne mislim da će se to dogoditi.

I think that media companies are going to hire a lot more women,

Mislim da će medijske kompanije zaposliti puno više žena,

because they realize this is important for their business,

jer će shvatiti da je to važno za njihov posao.

and I think that women

I mislim da će žene

are also going to continue to dominate

nastaviti dominirati

the social media sphere.

sferom društvenih medija.

But I think women are actually going to be -- ironically enough --

Ali mislim da će žene, u stvari, biti – ironično --

responsible for driving a stake through the heart

odgovorne za pribijanje kolca u srce

of cheesy genre categories

jeftinih žanrovskih kategorija

like the "chick flick"

poput ženskog filma

and all these other genre categories

i svih drugih žanrovskih kategorija

that presume that certain demographic groups

koje pretpostavljaju da određene demografske skupine

like certain things --

vole određene stvari,

that Hispanics like certain things,

da oni Hispanskog podrijetla vole određene stvari,

that young people like certain things.

da mladi vole određene stvari.

This is far too simplistic.

To je previše pojednostavljeno.

The future entertainment media that we're going to see

Budući mediji zabave koje ćemo vidjeti

is going to be very data-driven,

temeljit će se na podacima,

and it's going to be based on the information

i to na informacijama

that we ascertain from taste communities online,

koje otkrivamo o ukusu mrežnih zajednica,

where women are really driving the action.

gdje su žene te koje potiču djelovanje.

So you may be asking, well why is it important

Možda pitate, no pa zašto je važno

that I know what entertains people?

da znam što zabavlja ljude?

Why should I know this?

Zašto bih to trebao znati?

Of course, old media companies and advertisers

Naravno, stare medijske kompanije i oglašivači

need to know this.

to moraju znati.

But my argument is that,

Ali je moj argument taj,

if you want to understand the global village,

da ako želite razumjeti globalno selo,

it's probably a good idea that you figure out

vjerojatno je dobra ideja razumjeti

what they're passionate about, what amuses them,

što izaziva strast u ljudima, što ih zabavlja,

what they choose to do in their free time.

što odabiru činiti u svoje slobodno vrijeme.

This is a very important thing to know about people.

To je vrlo važna stvar koju možemo znati o ljudima.

I've spent most of my professional life

Provela sam većinu svog profesionalnog života

researching media and entertainment

istražujući medije i zabavu

and its impact on people's lives.

i njihov utjecaj na živote ljudi.

And I do it not just because it's fun --

Činim to ne samo zato što je zabavno --

though actually, it is really fun --

premda zapravo, zaista je zabavno --

but also because

već i zato

our research has shown over and over again

što naše istraživanje uvijek iznova pokazuje

that entertainment and play

da zabava i igra

have a huge impact on people's lives --

imaju ogroman utjecaj na živote ljudi --

for instance, on their political beliefs

na primjer, na njihova politička uvjerenja

and on their health.

i na njihovo zdravlje.

And so, if you have any interest in understanding the world,

Pa zato, ako vas uopće zanima shvatiti svijet,

looking at how people amuse themselves

promatrati kako se ljudi zabavljaju

is a really good way to start.

ovo je doista dobar početak.

So imagine a media atmosphere

Zamislite medijsku atmosferu

that isn't dominated by lame stereotypes

kojom ne dominiraju jadni stereotipi

about gender

o spolu

and other demographic characteristics.

i drugim demografskim karakteristikama.

Can you even imagine what that looks like?

Možete li uopće zamisliti kako to izgleda?

I can't wait to find out what it looks like.

Ja ne mogu dočekati da otkrijem kako to izgleda.

Thank you so much.

Hvala vam lijepa.

(Applause)

(Pljesak)