Sally Kohn: Don’t like clickbait? Don’t click

Prevoditelj: Marinela Zagorscak Recezent: Ivan Stamenković

So recently,

Nedavno su

some white guys and some black women

neki bijelici i neke crnkinje

swapped Twitter avatars, or pictures online.

zamijenili avatare, online slike na Twitteru.

They didn't change their content,

Nisu zamijenili sadržaj,

they kept tweeting the same as usual,

nastavili su tweetati kao i obično,

but suddenly, the white guys noticed

ali odjednom, bijelci su primjetili

they were getting called the n-word all the time

da ih se zove c-riječju cijelo vrijeme

and they were getting the worst kind of online abuse,

i bili su zlostavljani online na najgori mogući način,

whereas the black women all of a sudden

dok su crnkinje odjednom primijetile

noticed things got a lot more pleasant for them.

da stvari postaju ugodnije za njih.

Now, if you're my five-year-old,

Dakle, da ste moja petogodišnja kćer

your Internet consists mostly of puppies and fairies

Internet bi vam sadržavao uglavnom psiće i vile

and occasionally fairies riding puppies.

i ponekad vile koje jašu psiće.

That's a thing. Google it.

To postoji. Googlajte.

But the rest of us know that the Internet

Ali mi ostali znamo da internet može biti

can be a really ugly place.

zaista ružno mjesto.

I'm not talking about the kind of colorful debates

Pritom ne mislim na vesele debate

that I think are healthy for our democracy.

koje su, po mom mišljenju, zdrave za demokraciju.

I'm talking about nasty personal attacks.

Govorim o neugodnim osobnim napadima.

Maybe it's happened to you, but it's at least

Možda se dogodilo i vama, ali je barem

twice as likely to happen, and be worse,

dvostruko veća vjerojatnost da se dogodi, i bude gore,

if you're a woman, a person of color, or gay,

ako ste žena, osoba druge rase ili gay,

or more than one at the same time.

ili, istovremeno više od jednog navedenog

In fact, just as I was writing this talk,

Zapravo, pišući ovaj govor

I found a Twitter account called @SallyKohnSucks.

naišla sam na Twitter račun @SallyKohnSucks.

The bio says that I'm a

Opis kaže da sam

"man-hater and a bull dyke and the only thing I've ever accomplished with my career

"osoba koja mrzi muškarce i bik lezbijka a jedino što sam postigla karijeri

is spreading my perverse sexuality."

jest širenje moje perverzne seksualnosti".

Which, incidentally, is only a third correct.

Od čega je samo trećina točno.

I mean, lies! (Laughter)

Mislim, laži! (Smijeh!)

But seriously, we all say we hate this crap.

Ali ozbiljno, svi kažemo da mrzimo te glupost.

The question is whether you're willing to make

Pitanje je jeste li spremni

a personal sacrifice to change it.

osobno se žrtovati da biste to promijenili.

I don't mean giving up the Internet.

Ne mislim odreći se Interneta.

I mean changing the way you click,

Mislim na način na koji klikate,

because clicking is a public act.

jer klikanje je javni čin.

It's no longer the case

Više nije slučaj da

that a few powerful elites control all the media

nekoliko moćnih elita kontrolira medije,

and the rest of us are just passive receivers.

a mi ostali smo samo pasivni primatelji.

Increasingly, we're all the media.

Sve više, sami postajemo mediji.

I used to think, oh, okay, I get dressed up,

Mislila sam, ah, dobro, obučem se,

I put on a lot of makeup,

stavim dosta šminke,

I go on television, I talk about the news.

odem na televiziju, govorim o novostima.

That is a public act of making media.

To je javni čin stvaranja medija.

And then I go home and I browse the web

I onda odem doma, pregledavam web

and I'm reading Twitter,

i čitam Twitter,

and that's a private act of consuming media.

a to je privatni čin konzumiranja medija.

I mean, of course it is. I'm in my pajamas.

Mislim, naravno da jest. U pidžami sam.

Wrong.

Krivo.

Everything we blog, everything we Tweet,

Sve što objavljujemo na blogu, tweetamo,

and everything we click

i sve na što kliknemo

is a public act of making media.

jest javni čin stvaranja medija.

We are the new editors.

Mi smo novi urednici.

We decide what gets attention

Mi odlučujemo što privlači pažnju

based on what we give our attention to.

na temelju toga čemu mi dajemo pažnju.

That's how the media works now.

Tako mediji funkcioniraju.

There's all these hidden algorithms that decide

Postoje skriveni algoritmi koji odlučuju

what you see more of and what we all see more of

što više gledaš i što svi gledamo više

based on what you click on,

na temelju toga na što kliknemo,

and that in turn shapes our whole culture.

a to za uzvrat oblikuje našu cjelokupnu kulturu.

Over three out of five Americans think we have

Tri od pet Amerikanaca misli da imamo

a major incivility problem in our country right now,

veliki problem neuljudnosti u našoj zemlji trenutno,

but I'm going to guess that at least three out of five

ali ću pretpostaviti da barem tri od pet

Americans are clicking on the same insult-oriented,

Amerikanaca klikaju na isto, uvredama orjentirano,

rumor-mongering trash that feeds

glasinama raspirivano smeće koje hrani

the nastiest impulses in our society.

najpodmuklije impulse našeg društva.

In an increasingly noisy media landscape,

U sve bučnijem medijskom okruženju

the incentive is to make more noise to be heard,

potiče se biti što bučniji da biste se čuli,

and that tyranny of the loud

a ta tiranija buke

encourages the tyranny of the nasty.

potiče tiraniju podmuklosti.

It does not have to be that way.

Ne mora biti tako.

It does not.

Ne mora.

We can change the incentive.

Možemo promijeniti poticaj.

For starters, there are two things we can all do.

Za početak, dvije stvari možemo učiniti.

First, don't just stand by the sidelines when you see someone getting hurt.

Prvo, nemoj samo stajati sa strane kada vidiš da je netko povrijeđen.

If someone is being abused online, do something.

Ako je netko zlostavljan online, poduzmi nešto.

Be a hero. This is your chance.

Budi heroj. Ovo je tvoja prilika.

Speak up. Speak out. Be a good person.

Budi glasan. Progovori. Budi dobra osoba.

Drown out the negative with the positive.

Utopi negativno s pozitivnim.

And second, we've got to stop clicking

I drugo, moramo prestati kilkati

on the lowest-common-denominator, bottom-feeding

na najniže zajedničke nazivnike, linkove mamce

linkbait.

koji se hrane na dnu lanca.

If you don't like the 24/7 all Kardashian

Ako ne volite 24/7 sve o Kardashianima

all the time programming,

cjelodnevni program,

you've got to stop clicking on the stories

morate prestati klikati na priče

about Kim Kardashian's sideboob.

o ispaloj sisi Kim Kardashian.

I know you do it. (Applause)

Znam da to radite. (Pljesak)

You too, apparently.

I ti, navodno.

I mean, really, same example:

Mislim, stvarno, na primjer:

if you don't like politicians calling each other names,

ako vam se ne sviđa da političari jedni druge zovu ružnim imenima,

stop clicking on the stories

prestanite klikati na priče o tome

about what one guy in one party called the other guy in the other party.

kako je neki tip iz jedne stranke nazvao drugog tipa iz druge.

Clicking on a train wreck just pours gasoline on it.

Klikanjem se samo dodaje ulje na vatru.

It makes it worse, the fire spreads.

Pogoršava stvari, vatra se širi.

Our whole culture gets burned.

Cijela se kultura opeče.

If what gets the most clicks wins,

Ako pobjeđuje ono s najviše klikova,

then we have to start shaping the world we want

tada moramo početi oblikovati svijet koji želimo

with our clicks,

svojim klikovima,

because clicking is a public act.

jer klikanje je javni čin.

So click responsibly. Thank you.

Zato, klikajte odgovorno. Hvala vam.

(Applause)

(Pljesak)