Clay Shirky: How cellphones, Twitter, Facebook can make history

Prevoditelj: Ivana Bosnić Recezent: Marko Rakar

I want to talk about the transformed media landscape,

Želim govoriti o izmijenjenom medijskom prostoru,

and what it means for anybody who has a message that they want to get out

o tome što on znači svakome tko želi raširiti neku poruku

to anywhere in the world.

posvuda po svijetu.

And I want to illustrate that by telling a couple of stories

I želim to objasniti ispričavši nekoliko priča

about that transformation.

o toj promjeni.

I'll start here. Last November there was a presidential election.

Počet ću ovdje. Prošlog studenog održani su predsjednički izbori.

You probably read something about it in the papers.

Vjerojatno ste čuli nešto o tome u novinama.

And there was some concern that in some parts of the country

Postojala je određena zabrinutost u nekom dijelovima zemlje

there might be voter suppression.

da bi moglo doći do sprječavanja glasovanja.

And so a plan came up to video the vote.

Tako je smišljen plan o snimanju glasovanja.

And the idea was that individual citizens

Ideja je bila da sami građani

with phones capable of taking photos or making video

koristeći mobitele s mogućnošću snimanja slika ili videa

would document their polling places,

snime svoja glasačka mjesta,

on the lookout for any kind of voter suppression techniques,

kako bi uočili bilo kakav način sprječavanja glasovanja.

and would upload this to a central place.

To bi prenijeli na središnji poslužitelj.

And that this would operate as a kind of citizen observation --

I bilo bi to nešto poput građanskog nadgledanja.

that citizens would not be there just to cast individual votes,

Građani ne bi bili tamo samo kako bi pojedinačno glasovali.

but also to help ensure the sanctity of the vote overall.

Već i kako bi pomogli osigurati nepovredivost ukupnog glasovanja

So this is a pattern that assumes we're all in this together.

Dakle, to je predložak koji pretpostavlja da smo u ovome svi zajedno.

What matters here

Ono što je važno

isn't technical capital,

nije tehnička vrijednost.

it's social capital.

Već društvena vrijednost.

These tools don't get socially interesting

Ovi alati ne postaju društveno zanimljivi

until they get technologically boring.

dok ne postanu tehnološki dosadni.

It isn't when the shiny new tools show up

Kada se sjajni novi alati pojave

that their uses start permeating society.

njihovo se korištenje još ne počinje širiti u društvu.

It's when everybody is able to take them for granted.

Prodiru tek kada ih svi shvaćaju "zdravo za gotovo".

Because now that media is increasingly social,

Zbog činjenice da su danas mediji sve društveniji,

innovation can happen anywhere

inovacija se može dogoditi bilo gdje

that people can take for granted the idea that we're all in this together.

gdje ljudi prihvaćaju ideju da smo u ovome svi skupa.

And so we're starting to see a media landscape

I tako počinjemo uviđati medijski prostor

in which innovation is happening everywhere,

u kojom se inovacija događa posvuda.

and moving from one spot to another.

Prelazeći s jednog mjesta na drugo.

That is a huge transformation.

Ovo je ogromna promjena.

Not to put too fine a point on it, the moment we're living through --

Bez prevelike preciznosti, trenutak u kojem živimo,

the moment our historical generation is living through --

vrijeme koje naša povijesna generacija proživljava

is the largest increase in expressive capability

ima najveći porast u mogućnosti izražavanja

in human history.

u ljudskoj povijesti.

Now that's a big claim. I'm going to try to back it up.

E, to je velika tvrdnja. Pokušat ću je poduprijeti.

There are only four periods in the last 500 years

Postoje samo četiri razdoblja u posljednjih 500 godina

where media has changed enough to qualify for the label "revolution."

gdje su se mediji dovoljno promijenili da bi nosili oznaku Revolucija.

The first one is the famous one, the printing press:

Prvo je razdoblje ono čuveno, tiskarski stroj.

movable type, oil-based inks, that whole complex of innovations

Pomična slova, s tintom temeljenom na ulju, cijeli sustav inovacija

that made printing possible

koji je omogućio tiskanje

and turned Europe upside-down, starting in the middle of the 1400s.

i preokrenuo Europu naglavačke, počevši sredinom 15. stoljeća.

Then, a couple of hundred years ago,

Zatim, prije nekoliko stotina godina

there was innovation in two-way communication,

dogodila se inovacija u dvosmjernoj komunikaciji.

conversational media: first the telegraph, then the telephone.

Mediji za razgovor, prvo telegraf, zatim telefon.

Slow, text-based conversations,

Spori, pisani razgovori,

then real-time voice based conversations.

a zatim glasovni razgovori u stvarnom vremenu.

Then, about 150 years ago,

Tada, prije oko 150 godina,

there was a revolution in recorded media other than print:

dogodila se revolucija u snimljenim medijima osim tiskanja.

first photos, then recorded sound,

Prvo fotografije, zatim snimljeni zvuk,

then movies, all encoded onto physical objects.

pa filmovi, sve je to bilo zapisano u fizičkim predmetima.

And finally, about 100 years ago, the harnessing of electromagnetic spectrum

I konačno, prije oko 100 godina, iskorištavanje elektromagnetskog spektra

to send sound and images through the air -- radio and television.

za slanje zvuka i slike kroz zrak, za radio i televiziju.

This is the media landscape as we knew it in the 20th century.

To je medijski prostor kakvim smo ga smatrali u 20. stoljeću.

This is what those of us of a certain age

S time su neki od nas, određene starosti

grew up with, and are used to.

odrasli, i na to se navikli.

But there is a curious asymmetry here.

No, ovdje postoji zanimljiva asimetrija.

The media that is good at creating conversations

Medij koji je dobar za stvaranje razgovora

is no good at creating groups.

nije dobar za stvaranje grupa.

And the media that's good at creating groups

A onaj koji je dobar za stvaranje grupa

is no good at creating conversations.

nije dobar za stvaranje razgovora.

If you want to have a conversation

Ako želite razgovarati,

in this world, you have it with one other person.

na ovom svijetu, razgovarate s jednom osobom.

If you want to address a group, you get the same message

Ako se želiti obratiti grupi, istu poruku

and you give it to everybody in the group,

prenesete svakome u grupi.

whether you're doing that with a broadcasting tower or a printing press.

Bilo to pomoću tornja za odašiljanje ili tiskarskog stroja.

That was the media landscape

Tako je izgledao medijski prostor

as we had it in the twentieth century.

kojega smo imali u dvadesetom stoljeću.

And this is what changed.

I to se promijenilo.

This thing that looks like a peacock hit a windscreen

Ovo što izgleda kao da je paun udario u ekran

is Bill Cheswick's map of the Internet.

je karta Interneta Billa Cheswicka.

He traces the edges of the individual networks

On prati rubova pojedinih mreža

and then color codes them.

i označava ih bojama.

The Internet is the first medium in history

Internet je prvi medij u povijesti

that has native support for groups

koji ima prirodnu potporu za grupe

and conversation at the same time.

i razgovore u isto vrijeme.

Whereas the phone gave us the one-to-one pattern,

Dok nam je telefon davao predložak jedan-na-jedan,

and television, radio, magazines, books,

I televizija, radio, časopisi, knjige,

gave us the one-to-many pattern,

predložak jedan-na-više,

the Internet gives us the many-to-many pattern.

Internet nam daje predložak više-na-više.

For the first time,

Po prvi puta

media is natively good at supporting these kinds of conversations.

jedan medij po svojoj prirodi dobro podržava obje ove vrste razgovora.

That's one of the big changes.

To je jedna od velikih promjena.

The second big change

Druga velika promjena

is that, as all media gets digitized,

je da kako svi mediji postaju digitalizirani

the Internet also becomes the mode of carriage

Internet postaje i način prijenosa

for all other media,

svih drugih medija.

meaning that phone calls migrate to the Internet,

To znači da telefonski razgovori prelaze na Internet.

magazines migrate to the Internet, movies migrate to the Internet.

Časopisi prelaze na Internet.

And that means that every medium

I to znači da je svaki medij

is right next door to every other medium.

odmah pored svakog drugog medija.

Put another way,

Recimo to na drugi način,

media is increasingly less just a source of information,

medij je sve manje i manje samo izvor informacija.

and it is increasingly more a site of coordination,

A sve više i više mjesto koordinacije.

because groups that see or hear or watch or listen to something

Jer grupe koje nešto vide ili čuju ili gledaju ili slušaju

can now gather around and talk to each other as well.

sada mogu okupiti i također razgovarati jedni s drugima.

And the third big change

Treća velika promjena

is that members of the former audience, as Dan Gilmore calls them,

jest da članovi bivše publike, kako ih Dan Gilmore naziva,

can now also be producers and not consumers.

sada mogu biti i proizvođači, a ne samo potrošači.

Every time a new consumer

Svaki put kada se novi potrošač

joins this media landscape

pridruži medijskom prostoru

a new producer joins as well,

pridružen je također i novi proizvođač.

because the same equipment --

Jer vam ista oprema,

phones, computers --

telefoni, računala,

let you consume and produce.

omogućuju i primanje i izradu.

It's as if, when you bought a book, they threw in the printing press for free;

Kao kada bi vam, pri kupnji knjige, ubacili besplatno i tiskarski stroj.

it's like you had a phone that could turn into a radio

Kao kada bi se telefon mogao pretvoriti u radio

if you pressed the right buttons.

ako stisnete prave gumbe.

That is a huge change

To je velika promjena

in the media landscape we're used to.

u medijskom prostoru na kojeg smo navikli.

And it's not just Internet or no Internet.

I nije to samo pitanje postojanja Interneta.

We've had the Internet in its public form

Imamo Internet, u svom javnom obliku

for almost 20 years now,

već gotovo 20 godina.

and it's still changing

I još se mijenja

as the media becomes more social.

kako medij postaje društveniji.

It's still changing patterns

Još uvijek mijenja predloške

even among groups who know how to deal with the Internet well.

čak i u grupama koje znaja kako se dobro koristiti Internetom.

Second story.

Druga priča,

Last May, China in the Sichuan province

prošlog svibnja, Kina je u provinciji Sichuan

had a terrible earthquake, 7.9 magnitude,

doživjela strašan potres, magnitude 7.9 stupnjeva,

massive destruction in a wide area, as the Richter Scale has it.

teško razaranje šireg područja, po Richterovoj ljestvici.

And the earthquake was reported as it was happening.

O potresu je izvještavano dok se događao.

People were texting from their phones. They were taking photos of buildings.

Ljudi su pisali SMS-ove. Snimali fotografije građevina.

They were taking videos of buildings shaking.

Snimali video zapise podrhtavanja zgrada.

They were uploading it to QQ, China's largest Internet service.

Slali su ih na QQ, najveću Internet uslugu u Kini.

They were Twittering it.

Tweetali su o tome.

And so as the quake was happening

Kako se potres događao

the news was reported.

obavijesti su slane.

And because of the social connections,

I zbog društvenih veza,

Chinese students coming elsewhere, and going to school,

kineskih studenata koji se školuju drugdje,

or businesses in the rest of the world opening offices in China --

ili poslovnjaka u drugim dijelovima svijeta koji otvaraju urede u Kini.

there were people listening all over the world, hearing this news.

Ljudi po cijelom svijetu su slušali, slušali ove vijesti.

The BBC got their first wind of the Chinese quake from Twitter.

BBC je prvi glas o potresu u Kini dobio s Twittera.

Twitter announced the existence of the quake

Twitter je obavijestio o potresu

several minutes before the US Geological Survey

nekoliko minuta prije nego što je Američki geološki ured

had anything up online for anybody to read.

imao online bilo što o tome.

The last time China had a quake of that magnitude

Kada je posljednji put u Kini bio potres takve jačine

it took them three months to admit that it had happened.

trebalo im je tri mjeseca da priznaju da se dogodio.

(Laughter)

(Smijeh)

Now they might have liked to have done that here,

E sad, neki bi voljeli da su to mogli napraviti i sada,

rather than seeing these pictures go up online.

umjesto gledati kako se te slike pojavljuju online.

But they weren't given that choice,

No taj im izbor nije dan.

because their own citizens beat them to the punch.

Dotukli su ih njihovi vlastiti građani.

Even the government learned of the earthquake from their own citizens,

Čak je i vlada doznala za potres od svojih vlastitih građana,

rather than from the Xinhua News Agency.

umjesto od novinske agencije Shinhan.

And this stuff rippled like wildfire.

Ovo se raširilo kao vatra.

For a while there

Neko vrijeme

the top 10 most clicked links on Twitter,

10 najčešće odabranih linkova na Twitteru,

the global short messaging service --

globalnoj usluzi za kratke poruke,

nine of the top 10 links were about the quake.

9 od 10 linkova su bili o potresu.

People collating information,

Ljudi su skupljali informacije,

pointing people to news sources,

upućivali na izvore vijesti,

pointing people to the US geological survey.

upućivali na Američki geografski ured.

The 10th one was kittens on a treadmill, but that's the Internet for you.

10. link je bio o mačičima na spravi za vježbanje, no to je Internet.

(Laughter)

(Smijeh)

But nine of the 10 in those first hours.

No, 9 od 10 linkova u tim prvim satima.

And within half a day donation sites were up,

U pola dana podignute su stranice za donacije.

and donations were pouring in from all around the world.

Donacije su se slijevale iz cijelog svijeta.

This was an incredible, coordinated global response.

Bio je to nevjerojatan, koordiniran globalni odgovor.

And the Chinese then, in one of their periods of media openness,

Kinezi su onda, u jednom od svojih trenutaka otvorenosti medija

decided that they were going to let it go,

odlučili odustati.

that they were going to let this citizen reporting fly.

Da će dozvoliti da građani dojavljuju vijesti.

And then this happened.

I tada se ovo dogodilo.

People began to figure out, in the Sichuan Provence,

Ljudi su počeli shvaćati, u provinciji Sichuan,

that the reason so many school buildings had collapsed --

da je razlog urušavanja tako mnogo školskih zgrada,

because tragically the earthquake happened during a school day --

jer se, tragično, potres dogodio radnog dana,

the reason so many school buildings collapsed

razlog zašto su se tolike školske zgrade urušile

is that corrupt officials had taken bribes

je što korumpirana vlast uzimala mito

to allow those building to be built to less than code.

kako bi dozvolila da se ove zgrade sagrade nekvalitetno.

And so they started, the citizen journalists started

Tako su počeli, građani novinari su počeli

reporting that as well. And there was an incredible picture.

izvještavati i o ovome. Objavljena je jedna nevjerojatna slika.

You may have seen in on the front page of the New York Times.

Mogli ste ju vidjeti na naslovnici New York Timesa.

A local official literally prostrated himself in the street,

Lokalni dužnosnik je doslovno legao na ulicu,

in front of these protesters,

pred ovim prosvjednicima.

in order to get them to go away.

Kako bi otišli.

Essentially to say, "We will do anything to placate you,

U osnovi je rekao: "Učinit ćemo sve kako bismo vas smirili

just please stop protesting in public."

samo molimo prestanite javno prosvjedovati."

But these are people who have been radicalized,

No ti su ljudi radikalni.

because, thanks to the one child policy,

Jer, zahvaljujući politici "jednog djeteta"

they have lost everyone in their next generation.

izgubili su sve u sljedećoj generaciji.

Someone who has seen the death of a single child

Netko tko je vidio smrt jedinog djeteta

now has nothing to lose.

sada nema što izgubiti.

And so the protest kept going.

I tako su se prosvjedi nastavili.

And finally the Chinese cracked down.

I konačno su se Kinezi slomili.

That was enough of citizen media.

Bilo im je na vrh glave građanskih medija.

And so they began to arrest the protesters.

I tako su počeli uhićivati prosvjednike.

They began to shut down the media that the protests were happening on.

Počeli su ukidati medije na kojima su se prosvjedi događali.

China is probably the most successful

Kina je vjerojatno najuspješniji

manager of Internet censorship in the world,

voditelj cenzure Interneta, na svijetu,

using something that is widely described as the Great Firewall of China.

koristeći nešto što se često opisuje kao Veliki kineski vatrozid.

And the Great Firewall of China

Veliki kineski vatrozid

is a set of observation points

je skup promatračkih točaka

that assume that media is produced by professionals,

na kojima se pretpostavlja da medije prave profesionalci,

it mostly comes in from the outside world,

da većinom dolaze iz vanjskog svijeta

it comes in relatively sparse chunks,

da dolaze relativno rijetko,

and it comes in relatively slowly.

i relativno sporo.

And because of those four characteristics

I zbog te četiri karakteristike

they are able to filter it as it comes into the country.

mogu ih filtrirati kako dolaze u zemlju.

But like the Maginot Line,

No kao Maginotova linija,

the great firewall of China was facing in the wrong direction

Veliki kineski vatrozid je bio okrenut u krivom smjeru

for this challenge,

za ovaj izazov.

because not one of those four things was true in this environment.

Jer niti jedna od ove četiri stvari u ovom okruženju nije bila točna.

The media was produced locally. It was produced by amateurs.

Medije se proizvodilo lokalno. Proizvodili su ih amateri.

It was produced quickly. And it was produced at such an incredible abundance

Proizvodio se brzo. I proizvodio se tako nevjerojatno obilato

that there was no way to filter it as it appeared.

da nije bilo šanse filtrirati ga kada se pojavi.

And so now the Chinese government, who for a dozen years,

I tako je kineska vlada, koja je već desetak godina,

has quite successfully filtered the web,

prilično uspješno filtrirala web,

is now in the position of having to decide

sada u poziciji gdje mora odabrati

whether to allow or shut down entire services,

dozvoliti ili ukinuti cijele usluge.

because the transformation to amateur media

Zato što je transformacija u amaterski medij

is so enormous that they can't deal with it any other way.

toliko ogromna da se s njom ne mogu nositi ni na koji način.

And in fact that is happening this week.

To se zapravo događa ovaj tjedan.

On the 20th anniversary of Tiananmen

Na 20. obljetnicu Tiananmena

they just, two days ago, announced

prije samo dva dana objavili su

that they were simply shutting down access to Twitter,

da će jednostavno ukinuti pristup Twitteru.

because there was no way to filter it other than that.

Jer nema drugog načina filtrirati ga osim toga.

They had to turn the spigot entirely off.

Morali su potpuno zavrnuti slavinu.

Now these changes don't just affect people who want to censor messages.

Takve promjene ne utječu samo na osobe koje žele cenzurirati poruke.

They also affect people who want to send messages,

One također utječu i na osobe koje žele slati poruke.

because this is really a transformation of the ecosystem as a whole,

Jer je to doista transformacija ekosustava u cjelini.

not just a particular strategy.

Ne samo pojedina strategija.

The classic media problem, from the 20th century

Klasični medijski problem, iz dvadesetog stoljeća

is, how does an organization have a message

je kako organizacija s porukom

that they want to get out

nju može poslati

to a group of people distributed at the edges of a network.

grupi ljudi koji se nalaze na rubovima mreže.

And here is the twentieth century answer.

Odgovor dvadesetog stoljeća:

Bundle up the message. Send the same message to everybody.

Zapakirajte poruku. Pošaljite istu poruku svima.

National message. Targeted individuals.

Nacionalna poruka. CIljani individualci.

Relatively sparse number of producers.

Relativno mali broj proizvođača..

Very expensive to do,

Vrlo skupo.

so there is not a lot of competition.

Pa nema puno konkurencije.

This is how you reach people.

Tako dolazite do ljudi.

All of that is over.

Sve je to prošlo.

We are increasingly in a landscape where media is global,

Sve smo više u okruženju gdje je medij globalan.

social, ubiquitous and cheap.

Društveni, sveprisutan i jeftin.

Now most organizations that are trying to send messages

Sada je većina organizacija koje pokušavaju poslati poruke

to the outside world, to the distributed collection of the audience,

vanjskom svijetu, raspodijeljenoj publici,

are now used to this change.

navikla na ovu promjenu.

The audience can talk back.

Publika može odgovoriti.

And that's a little freaky. But you can get used to it after a while, as people do.

I to pomalo straši. No možete se naviknuti nakon nekog vremena, kako to ljudi rade.

But that's not the really crazy change that we're living in the middle of.

No to nije stvarno luda promjena usred koje živimo.

The really crazy change is here:

Stvarno luda promjena je ova.

it's the fact that they are no longer disconnected from each other,

To je činjenica da oni više nisu razdvojeni jedni od drugih.

the fact that former consumers are now producers,

Činjenica da su mnogi potrošači sada proizvođači.

the fact that the audience can talk directly to one another;

Činjenica da slušatelji sada mogu izravno govoriti jedni drugima.

because there is a lot more amateurs than professionals,

Jer postoji mnogo više amatera nego profesionalaca.

and because the size of the network,

I zbog veličine mreže,

the complexity of the network is actually the square

složenost mreže je zapravo kvadrat

of the number of participants,

broja sudionika.

meaning that the network, when it grows large,

Što znači da mreža, kada raste,

grows very, very large.

naraste jako, jako velika.

As recently at last decade,

Donedavno, do prošlog desetljeća,

most of the media that was available for public consumption

većinu medija koji su bili dostupni u javnosti

was produced by professionals.

izradili su profesionalci.

Those days are over, never to return.

Ovi su dani gotovi, nikad se neće vratiti.

It is the green lines now, that are the source of the free content,

Zelene su linije sada izvor slobodnog sadržaja.

which brings me to my last story.

Što me dovodi do moje zadnje priče.

We saw some of the most imaginative use

Vidjeli smo neke od najmaštovitijih uporaba

of social media during the Obama campaign.

društvenih medija tijekom Obamine kampanje.

And I don't mean most imaginative use in politics --

Ne mislim samo najmaštovitije uporabe u politici.

I mean most imaginative use ever.

Mislim najmaštovitije uporabe ikad.

And one of the things Obama did, was they famously,

Jedna od stvari koju je Obama napravio, jest da su slavno,

the Obama campaign did, was they famously put up

Obamina kampanja je znamenito složila

MyBarackObama.com, myBO.com

stranicu Moj Barak Obama točka com, myBO.com

And millions of citizens rushed in to participate,

Milijuni su građana požurili sudjelovati,

and to try and figure out how to help.

pokušati smisliti kako pomoći.

An incredible conversation sprung up there.

Tamo se razvila nevjerojatna rasprava.

And then, this time last year,

I tada je, u ovo doba prošle godine,

Obama announced that he was going to change his vote on FISA,

Obama objavio da će promijeniti svoj glas o FISA-i,

The Foreign Intelligence Surveillance Act.

Zakon o nadzoru stranih obavještajaca (Foreign Intelligence Surveillance Act).

He had said, in January, that he would not sign a bill

Rekao je, u siječnju, da neće potpisati račun

that granted telecom immunity for possibly warrantless spying

koji je omogućavao teleoperaterima potencijalno prisluškivanje bez naloga

on American persons.

američkih građana.

By the summer, in the middle of the general campaign,

Do ljeta, usred opće kampanje,

He said, "I've thought about the issue more. I've changed my mind.

rekao je: "Razmišljao sam dodatno o ovom pitanju. Predomislio sam se.

I'm going to vote for this bill."

Glasovat ću za ovo."

And many of his own supporters

I mnogi njegovi podupiratelji

on his own site went very publicly berserk.

su na njegovoj vlastitoj stranici javno poludjeli.

It was Senator Obama when they created it. They changed the name later.

Kada su napravili stranicu, zvala se Senator Obama. Kasnije su promijenili ime.

"Please get FISA right."

Molimo dobro odlučite o FISA-i.

Within days of this group being created

U par dana od osnivanja ove grupe

it was the fastest growing group on myBO.com;

to je bila najbrže rastuća grupa na stranici myBO.com

within weeks of its being created it was the largest group.

U par tjedana od osnivanja bila je to najveća grupa na stranici.

Obama had to issue a press release.

Obama je morao objaviti priopćenje za javnost.

He had to issue a reply.

Morao je odgovoriti.

And he said essentially, "I have considered the issue.

I rekao je u suštini: "Razmotrio sam problem.

I understand where you are coming from.

Razumijem odakle dolazite.

But having considered it all, I'm still going to vote the way I'm going to vote.

No nakon razmišljanja, i dalje ću glasovati onako kako sam rekao.

But I wanted to reach out to you and say, I understand that you disagree with me,

No htio sam vam se obratiti i reći, razumijem da se ne slažete sa mnom,

and I'm going to take my lumps on this one."

i primam čvoruge za ovo."

This didn't please anybody. But then a funny thing happened in the conversation.

Ovo se nikom nije svidjelo. No tada se u raspravi dogodila smiješna stvar.

People in that group realized

Ljudi u toj grupi su shvatili

that Obama had never shut them down.

da ih Obama nikad nije isključio.

Nobody in the Obama campaign had ever tried to hide the group

Nitko u Obaminoj kampanji nikad nije pokušao sakriti grupu

or make it harder to join,

ili ju učiniti težom za pristupanje,

to deny its existence, to delete it,

zanijekati njeno postojanje, obrisati ju,

to take to off the site.

maknuti ju sa stranice.

They had understood that their role

Shvatili su da je njihova uloga

with myBO.com was to convene their supporters

na stranici myBO.com, sakupiti svoje pristaše

but not to control their supporters.

no ne upravljati njima.

And that is the kind of discipline

I to je vrsta discipline

that it takes to make really mature use

koja je potrebna za doista zrelu uporabu

of this media.

ovog medija.

Media, the media landscape that we knew,

Mediji, medijski prostor kojeg smo poznavali,

as familiar as it was, as easy conceptually as it was

ma kako nam bio poznat, ma kako konceptualno jednostavno

to deal with the idea that professionals broadcast

bilo nositi se s idejom da profesionalci odašilju

messages to amateurs,

poruke amaterima,

is increasingly slipping away.

sve brže izmiče.

In a world where media is global, social, ubiquitous and cheap,

U svijetu gdje su mediji globalni, društveni, sveprisutni i jeftini,

in a world of media where the former audience

u svijetu medija gdje su prijašnji slušatelji

are now increasingly full participants,

sada sve više punopravni sudionici,

in that world, media is less and less often

u tom svijeti, mediji su sve rjeđe i rjeđe

about crafting a single message

izrada jedne poruke

to be consumed by individuals.

koju će mnogi primiti.

It is more and more often

Sve je češće i češće

a way of creating an environment for convening

način stvaranja prostora za sakupljanje

and supporting groups.

i podržavanje grupa.

And the choice we face,

Izbor s kojim smo suočeni,

I mean anybody who has a message they want to have heard

mislim na sve koji imaju poruku za koju žele da se čuje

anywhere in the world,

svugdje u svijetu,

isn't whether or not that is the media environment we want to operate in.

nije je li ovo ili nije medijski prostor u kojem želimo raditi.

That's the media environment we've got.

To je medijski prostor kojeg imamo.

The question we all face now is,

Pitanje s kojim se svi sada suočavamo je,

"How can we make best use of this media?

"Kako najbolje iskoristiti ove medije?

Even though it means changing the way we've always done it."

Iako to znači promjenu načina na koji smo to oduvijek radili."

Thank you very much.

Puno vam hvala.

(Applause)

(Pljesak)