The beauty of data visualization | David McCandless

391,085 views ・ 2010-08-23

TED


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Prevoditelj: Antonija Burcul Recezent: Ando Saina
00:15
It feels like we're all suffering
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Izgleda kao da svi patimo
00:17
from information overload or data glut.
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od preopterećenja informacijama ili zatrpanosti podatcima.
00:20
And the good news is there might be an easy solution to that,
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Dobra vijest je da možda postoji jednostavno rješenje za to,
00:22
and that's using our eyes more.
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a to je da više koristimo svoje oči.
00:24
So, visualizing information, so that we can see
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Vizualiziranje informacija, tako da bismo mogli vidjeti
00:26
the patterns and connections that matter
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bitne uzorke i poveznice
00:29
and then designing that information so it makes more sense,
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te potom dizajniranje tih informacija da imaju više smisla,
00:32
or it tells a story,
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ili ispričaju priču,
00:34
or allows us to focus only on the information that's important.
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ili nam dopuste da se usredotočimo samo na informacije koje su bitne.
00:38
Failing that, visualized information can just look really cool.
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Ne uspijemo li u tome, vizualizirane informacije mogu samo izgledati veoma "cool".
00:41
So, let's see.
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Pa, da vidimo.
00:45
This is the $Billion Dollar o-Gram,
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Ovo je "Gram milijarde dolara" (Billion Dollar Gram),
00:47
and this image arose
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i ova slika se pojavila
00:49
out of frustration I had
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uslijed frustracije koju sam imao
00:51
with the reporting of billion-dollar amounts in the press.
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zbog izvještavanja o iznosima od milijardi dolara u tisku.
00:53
That is, they're meaningless without context:
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To jest, ona su beznačajna bez konteksta.
00:56
500 billion for this pipeline,
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500 milijardi za ovaj cjevovod.
00:58
20 billion for this war.
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20 milijardi za ovaj rat.
01:00
It doesn't make any sense, so the only way to understand it
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To nema smisla, jedini način da bismo to razumjeli
01:02
is visually and relatively.
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jest vizualno i relativno.
01:04
So I scraped a load of reported figures
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Prikupio sam hrpu brojki iz izvještaja
01:06
from various news outlets
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iz različitih medijskih izvora
01:08
and then scaled the boxes according to those amounts.
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i zatim napravio kvadrate prema tim iznosima.
01:11
And the colors here represent the motivation behind the money.
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Boje predstavljaju motivaciju iza novca.
01:14
So purple is "fighting,"
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Ljubičasta je borba,
01:17
and red is "giving money away," and green is "profiteering."
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crvena je darivanje novca, a zelena profit.
01:20
And what you can see straight away
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Ono što možete odmah uočiti
01:22
is you start to have a different relationship to the numbers.
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jest da počinjete stvarati drugačiji odnos prema brojevima.
01:24
You can literally see them.
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Možete ih doslovno vidjeti.
01:26
But more importantly, you start to see
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Još važnije, počinjete uočavati
01:28
patterns and connections between numbers
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uzorke i poveznice među brojevima
01:30
that would otherwise be scattered across multiple news reports.
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koje bi inače bile razasute preko višestrukih novinskih izvješća.
01:33
Let me point out some that I really like.
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Dopustite mi da istaknem neke koje mi se zbilja sviđaju.
01:36
This is OPEC's revenue, this green box here --
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Ovo su prihodi OPEC-a, ovaj zeleni kvadrat ovdje --
01:38
780 billion a year.
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780 milijardi godišnje.
01:40
And this little pixel in the corner -- three billion --
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A ovaj mali piksel u kutu -- 3 milijarde --
01:43
that's their climate change fund.
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to je njihov fond za klimatske promjene.
01:46
Americans, incredibly generous people --
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Amerikanci, nevjerojatno darežljivi ljudi --
01:48
over 300 billion a year, donated to charity every year,
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preko 300 milijardi godišnje, donirano u dobrotvorne svrhe svake godine,
01:51
compared with the amount of foreign aid
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u usporedbi sa količinom inozemne pomoći
01:53
given by the top 17 industrialized nations
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donirane od strane 17 vršnih industrijaliziranih država
01:55
at 120 billion.
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od 120 milijardi.
01:57
Then of course,
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I onda naravno,
01:59
the Iraq War, predicted to cost just 60 billion
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rat u Iraku, predviđen da će stajati 60 milijardi
02:01
back in 2003.
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2003. godine.
02:04
And it mushroomed slightly. Afghanistan and Iraq mushroomed now
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Mrvicu se povećao. Afganistan se povećao sada
02:07
to 3,000 billion.
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na 3,000 milijardi.
02:10
So now it's great
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Super je
02:12
because now we have this texture, and we can add numbers to it as well.
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sada kad imamo ovu teksturu, možemo dodati i brojke.
02:14
So we could say, well, a new figure comes out ... let's see African debt.
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Mogli bismo reći, nova brojka izađe van... da vidimo afrički dug.
02:17
How much of this diagram do you think might be taken up
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Što mislite koliki dio grafa bi mogao zauzimati
02:19
by the debt that Africa owes to the West?
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novac koji Afrika duguje Zapadu?
02:21
Let's take a look.
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Pogledajmo.
02:23
So there it is:
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Evo ga.
02:25
227 billion is what Africa owes.
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227 milijardi koje Afrika duguje.
02:27
And the recent financial crisis,
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Nedavna financijska kriza --
02:29
how much of this diagram might that figure take up?
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koliki bi dio grafa ta brojka mogla zauzimati?
02:31
What has that cost the world? Let's take a look at that.
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Koliko je to stajalo svijet? Pogledajmo.
02:34
Dooosh -- Which I think is the appropriate sound effect
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Dooosh. Mislim da je to prikladan zvučni efekt
02:37
for that much money:
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za toliko novca.
02:39
11,900 billion.
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11, 900 milijardi.
02:45
So, by visualizing this information,
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Vizualiziranjem ovih informacija,
02:47
we turned it into a landscape
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pretvorili smo ih u krajolik
02:49
that you can explore with your eyes,
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koji možete istraživati sa svojim očima,
02:51
a kind of map really, a sort of information map.
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neka vrsta karte zapravo, vrsta informacijske karte.
02:53
And when you're lost in information,
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I kada se izgubite u informacijama,
02:55
an information map is kind of useful.
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informacijska karta je korisna.
02:58
So I want to show you another landscape now.
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Želim vam pokazati još jedan krajolik.
03:00
We need to imagine what a landscape
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Trebamo zamisliti kako bi mogao izgledati
03:02
of the world's fears might look like.
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krajolik svjetskih strahova.
03:05
Let's take a look.
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Pogledajmo.
03:07
This is Mountains Out of Molehills,
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Ovo je pravljenje slona od muhe,
03:09
a timeline of global media panic.
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vremenska skala globalne medijske panike.
03:11
(Laughter)
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(Smijeh)
03:13
So, I'll label this for you in a second.
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Obilježiti ću ovo za sekundu.
03:15
But the height here, I want to point out,
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Ali visina ovdje, želim to istaknuti,
03:17
is the intensity of certain fears
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označava intenzitet određenih strahova,
03:19
as reported in the media.
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priopćen od strane medija.
03:21
Let me point them out.
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Dopustite mi da ih istaknem.
03:23
So this, swine flu -- pink.
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Ovo je, svinjska gripa -- ružičasto.
03:27
Bird flu.
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Ptičja gripa.
03:29
SARS -- brownish here. Remember that one?
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SARS -- smeđkasto ovdje. Zapamtite taj.
03:32
The millennium bug,
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"Milenijska buba" --
03:35
terrible disaster.
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grozna katastrofa.
03:37
These little green peaks
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Ovi mali zeleni vrhovi
03:39
are asteroid collisions.
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su udari asteroida.
03:41
(Laughter)
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(Smijeh)
03:43
And in summer, here, killer wasps.
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U ljeto, ovdje, smrtonosne ose.
03:45
(Laughter)
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(Smijeh)
03:53
So these are what our fears look like
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Ovako izgledaju naši strahovi
03:55
over time in our media.
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tijekom vremena u našim medijima.
03:57
But what I love -- and I'm a journalist --
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Ali ono što volim -- a ja sam novinar --
03:59
and what I love is finding hidden patterns; I love being a data detective.
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ono što volim jest pronalaziti skrivene uzorke; volim biti detektiv za podatke.
04:02
And there's a very interesting and odd pattern hidden in this data
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Postoji veoma zanimljiv i čudan uzorak skriven u ovim podacima
04:05
that you can only see when you visualize it.
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koji možete vidjeti samo kad ih vizualizirate.
04:07
Let me highlight it for you.
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Da istaknem to za vas.
04:09
See this line, this is a landscape for violent video games.
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Vidite ovu crtu. Ovo je graf za nasilne video igrice.
04:12
As you can see, there's a kind of odd, regular pattern in the data,
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Kao što vidite, postoji određena vrsta čudnog, pravilnog uzorka u ovim podacima,
04:15
twin peaks every year.
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dvostruki vrhunci svake godine.
04:17
If we look closer, we see those peaks occur
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Ako pogledate bolje, vidimo da se ti vrhunci pojavljuju
04:19
at the same month every year.
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u istom mjesecu svake godine.
04:22
Why?
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Zašto?
04:24
Well, November, Christmas video games come out,
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Studeni, božićna video igra izađe na tržište,
04:26
and there may well be an upsurge in the concern about their content.
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i možda čak postoji porast u zabrinutosti zbog sadržaja igre.
04:29
But April isn't a particularly massive month
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Ali travanj nije pretjerano važan mjesec
04:32
for video games.
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za video igre.
04:34
Why April?
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Zašto travanj?
04:36
Well, in April 1999 was the Columbine shooting,
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Pa, u travnju 1999. dogodila se pucnjava u Columbine-u,
04:39
and since then, that fear
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i od tad, strah
04:41
has been remembered by the media
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je zapamćen od strane medija
04:43
and echoes through the group mind gradually through the year.
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i odjekuje kroz kolektivni um postepeno kroz godinu.
04:45
You have retrospectives, anniversaries,
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Imate retrospektive, godišnjice,
04:48
court cases, even copy-cat shootings,
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sudske slučajeve, čak i pucnjave koje oponašaju ovu,
04:51
all pushing that fear into the agenda.
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svi podsjećajući na taj strah.
04:54
And there's another pattern here as well. Can you spot it?
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Ovdje je još jedan uzorak. Možete li ga uočiti?
04:56
See that gap there? There's a gap,
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Vidite prazninu tamo? Postoji praznina,
04:58
and it affects all the other stories.
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i utječe na sve ostale priče.
05:00
Why is there a gap there?
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Zašto je tamo praznina?
05:02
You see where it starts? September 2001,
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Vidite gdje počinje? Rujan 2001.,
05:05
when we had something very real
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kad smo imali nešto stvarno
05:07
to be scared about.
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čega se bojati.
05:09
So, I've been working as a data journalist for about a year,
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Radim kao novinar s podatcima oko godinu dana,
05:12
and I keep hearing a phrase
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i neprestano slušam frazu
05:14
all the time, which is this:
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cijelo vrijeme, koja glasi:
05:17
"Data is the new oil."
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"Podaci su nova nafta."
05:19
Data is the kind of ubiquitous resource
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Podaci su neka vrsta sveprisutnog resursa
05:22
that we can shape to provide new innovations and new insights,
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kojeg možemo oblikovati da dobijemo inovacije i nove uvide,
05:25
and it's all around us, and it can be mined very easily.
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i posvuda je oko nas, i može biti iskorištavan s lakoćom.
05:28
It's not a particularly great metaphor in these times,
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To nije pretjerano dobra metafora u ovim vremenima,
05:31
especially if you live around the Gulf of Mexico,
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posebice ako živite oko Meksičkog zaljeva,
05:34
but I would, perhaps, adapt this metaphor slightly,
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ali ja bih, možda, malo prilagodio ovu metaforu,
05:36
and I would say that data is the new soil.
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i rekao bih da su podaci novo tlo.
05:40
Because for me, it feels like a fertile, creative medium.
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Jer za mene, oni su poput plodnog, kreativnog medija.
05:43
Over the years, online,
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Znate, tijekom godina, na mreži,
05:45
we've laid down
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postavili smo
05:48
a huge amount of information and data,
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ogromnu količinu informacija i podataka,
05:50
and we irrigate it with networks and connectivity,
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i natapali smo ih sa mrežama i povezanošću,
05:52
and it's been worked and tilled by unpaid workers and governments.
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te su bili obrađivani od strane neplaćenih radnika i vlada.
05:55
And, all right, I'm kind of milking the metaphor a little bit.
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Pa, u redu, na neki način malo i iskorištavam metaforu.
05:58
But it's a really fertile medium,
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Ali to je zbilja plodan medij,
06:01
and it feels like visualizations, infographics, data visualizations,
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i čini se da vizualizacije, grafovi informacija, vizualizacija podataka,
06:04
they feel like flowers blooming from this medium.
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čine se kao cvjetovi koji cvjetaju iz medija.
06:07
But if you look at it directly,
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Ali ako izravno pogledate u to,
06:09
it's just a lot of numbers and disconnected facts.
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to je samo veoma mnogo brojeva i nepovezanih činjenica.
06:11
But if you start working with it and playing with it in a certain way,
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Ali ako počnete raditi i igrati se sa tim na određen način,
06:14
interesting things can appear and different patterns can be revealed.
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zanimljive se stvari mogu pojaviti i različiti uzorci mogu biti razotkriveni.
06:17
Let me show you this.
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Dopustite mi da vam pokažem ovo.
06:19
Can you guess what this data set is?
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Možete li pogoditi što ovi podaci prikazuju?
06:22
What rises twice a year,
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Što se povećava dvaput u godini,
06:24
once in Easter
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prvi put na Uskrs
06:26
and then two weeks before Christmas,
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a zatim dva tjedna prije Božića,
06:28
has a mini peak every Monday,
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ima mini vrhunac svaki ponedjeljak
06:30
and then flattens out over the summer?
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i onda se izravna preko ljeta.
06:32
I'll take answers.
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Primam odgovore.
06:34
(Audience: Chocolate.) David McCandless: Chocolate.
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(Publika: Čokolada.) David McCandless: Čokolada.
06:36
You might want to get some chocolate in.
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Možda biste htjeli unijeti nešto čokolade.
06:39
Any other guesses?
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Još koji pokušaj?
06:41
(Audience: Shopping.) DM: Shopping.
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(Publika: Kupovina.) DM: Kupovina.
06:43
Yeah, retail therapy might help.
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Da, terapija kupovinom bi mogla pomoći.
06:46
(Audience: Sick leave.)
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(Publika: Bolovanje.)
06:48
DM: Sick leave. Yeah, you'll definitely want to take some time off.
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DM: Bolovanje. Da, sigurno biste htjeli uzeti neko vrijeme slobodno.
06:50
Shall we see?
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Da vidimo?
06:53
(Laughter)
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(Smijeh)
07:01
(Applause)
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(Pljesak)
07:04
So, the information guru Lee Byron and myself,
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Informacije ovdje, Lee Byron i ja,
07:07
we scraped 10,000 status Facebook updates
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pretražili smo 10,000 Facebook statusa
07:10
for the phrase "break-up" and "broken-up"
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tražeći izraze "prekid" i "prekinuli"
07:12
and this is the pattern we found --
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i ovo je uzorak koji smo pronašli --
07:14
people clearing out for Spring Break,
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ljudi čiste za proljetne praznike,
07:16
(Laughter)
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(Smijeh)
07:21
coming out of very bad weekends on a Monday,
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izlaze iz veoma loših vikenda ponedjeljkom,
07:23
being single over the summer,
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sami su preko ljeta.
07:26
and then the lowest day of the year, of course: Christmas Day.
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I onda, najniži dan u godini, naravno: Božić.
07:29
Who would do that?
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Tko bi to napravio?
07:32
So there's a titanic amount of data out there now,
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Postoji divovska količina podataka koja je sada dostupna,
07:34
unprecedented.
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neusporediva.
07:37
But if you ask the right kind of question,
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Ali ako postavite pravo pitanje,
07:39
or you work it in the right kind of way,
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ili ih obradite na odgovarajući način,
07:41
interesting things can emerge.
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zanimljive stvari mogu isplivati na površinu.
07:44
So information is beautiful. Data is beautiful.
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Informacije su predivne. Podaci su predivni.
07:47
I wonder if I could make my life beautiful.
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Pitam se mogu li napraviti svoj život predivnim.
07:50
And here's my visual C.V.
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I ovdje je moj vizualni životopis.
07:52
I'm not quite sure I've succeeded.
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Nisam siguran jesam li uspio.
07:54
Pretty blocky, the colors aren't that great.
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Poprilično puno blokova. Boje nisu nešto sjajne.
07:56
But I wanted to convey something to you.
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Ali htio sam vam nešto prenijeti.
07:59
I started as a programmer,
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Počeo sam kao programer,
08:01
and then I worked as a writer for many years, about 20 years,
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nakon čega sam radio kao pisac mnogo godina, oko 20,
08:03
in print, online and then in advertising,
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u tisku, online i zatim u oglašavanju,
08:05
and only recently have I started designing.
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a tek nedavno sam počeo dizajnirati.
08:08
And I've never been to design school.
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Nikad nisam bio u školi dizajna.
08:10
I've never studied art or anything.
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Nikad nisam studirao umjetnost ili nešto slično.
08:13
I just kind of learned through doing.
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Nekako sam naučio kroz rad.
08:15
And when I started designing,
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Kad sam počeo dizajnirati,
08:17
I discovered an odd thing about myself.
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otkrio sam čudnu stvar o sebi.
08:19
I already knew how to design,
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Već sam znao kako dizajnirati,
08:21
but it wasn't like I was amazingly brilliant at it,
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ali nisam bio nevjerojatno briljantan u tome,
08:24
but more like I was sensitive
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više osjetljiv
08:26
to the ideas of grids and space
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na ideje mreža i prostora
08:28
and alignment and typography.
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poretka i tipografije.
08:30
It's almost like being exposed
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Gotovo kao da je izlaganje
08:32
to all this media over the years
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svim ovim medijima tijekom godina
08:34
had instilled a kind of dormant design literacy in me.
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usadilo u mene neku vrstu prikrivene dizajnerske pismenosti.
08:37
And I don't feel like I'm unique.
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Ne osjećam se jedinstvenim.
08:39
I feel that everyday, all of us now
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Imam osjećaj da smo svaki dan, svi mi,
08:41
are being blasted by information design.
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bombardirani s dizajnom informacija.
08:44
It's being poured into our eyes through the Web,
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Slijeva se u naše oči kroz Web,
08:46
and we're all visualizers now;
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i svi smo vizualna bića,
08:48
we're all demanding a visual aspect
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zahtjevamo vizualni aspekt
08:50
to our information.
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naših informacija.
08:53
There's something almost quite magical about visual information.
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Postoji nešto gotovo magično oko vizualnih informacija.
08:56
It's effortless, it literally pours in.
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Nije potreban nikakav napor; doslovno se sliju unutra.
08:59
And if you're navigating a dense information jungle,
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A ako se probijate kroz gustu džunglu informacija,
09:02
coming across a beautiful graphic
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naići na predivnu grafiku
09:04
or a lovely data visualization,
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ili divnu vizualizaciju podataka,
09:06
it's a relief, it's like coming across a clearing in the jungle.
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to je olakšanje, kao da nailazite na čistinu nasred džungle.
09:09
I was curious about this, so it led me
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Bio sam znatiželjan oko toga, i to me je dovelo
09:11
to the work of a Danish physicist
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do rada danskog fizičara
09:13
called Tor Norretranders,
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Tora Norretrandersa,
09:15
and he converted the bandwidth of the senses into computer terms.
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on je pretvorio širinu područja osjetila u računalne pojmove.
09:19
So here we go. This is your senses,
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Pa krenimo. Ovo su vaša osjetila,
09:21
pouring into your senses every second.
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slijeva se u vaša osjetila svake sekunde.
09:23
Your sense of sight is the fastest.
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Vaše osjetilo vida je najbrže.
09:26
It has the same bandwidth as a computer network.
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Ima istu širinu kao računalna mreža.
09:29
Then you have touch, which is about the speed of a USB key.
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Zatim imate dodir, koji ima brzinu USB-a.
09:32
And then you have hearing and smell,
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A zatim imate sluh i njuh,
09:34
which has the throughput of a hard disk.
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koji imaju protok poput čvrstog diska.
09:36
And then you have poor old taste,
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A onda imate jadan, stari okus,
09:38
which is like barely the throughput of a pocket calculator.
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koji jedva ima protok džepnog kalkulatora.
09:41
And that little square in the corner, a naught .7 percent,
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Onaj mali kvadrat u kutu, 0,7%,
09:44
that's the amount we're actually aware of.
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to je količina koje smo zapravo svjesni.
09:47
So a lot of your vision --
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Velik dio našeg vida --
09:49
the bulk of it is visual, and it's pouring in.
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masa njega je vizualna, i slijeva se unutra.
09:51
It's unconscious.
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To je nesvijesno.
09:53
The eye is exquisitely sensitive
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Oko je posebno osjetljivo
09:56
to patterns in variations in color, shape and pattern.
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na uzorke u varijaciji boje, oblika i uzorka.
09:59
It loves them, and it calls them beautiful.
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Obožava ih, i naziva ih predivnim.
10:01
It's the language of the eye.
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To je jezik oka.
10:03
If you combine the language of the eye with the language of the mind,
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Ako iskombinirate taj jezik oka sa jezikom uma,
10:05
which is about words and numbers and concepts,
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koji se sastoji od riječi, brojki i koncepata,
10:08
you start speaking two languages simultaneously,
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počinjete pričati dva jezika istovremeno,
10:11
each enhancing the other.
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međusobno pojačavajućih.
10:14
So, you have the eye, and then you drop in the concepts.
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Imate oko, i onda ubacite koncepte.
10:17
And that whole thing -- it's two languages
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Ta cijela stvar -- to su dva jezika
10:19
both working at the same time.
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koja rade istodobno.
10:21
So we can use this new kind of language, if you like,
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Možemo koristiti ovu novu vrstu jezika, ako želite,
10:23
to alter our perspective or change our views.
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da promjenimo našu perspektivu ili naša gledišta.
10:26
Let me ask you a simple question
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Dopustite mi da vas upitam jednostavno pitanje
10:28
with a really simple answer:
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sa veoma jednostavnim odgovorom.
10:30
Who has the biggest military budget?
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Tko ima najveći vojni proračun?
10:32
It's got to be America, right?
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Morala bi biti Amerika, zar ne?
10:34
Massive. 609 billion in 2008 --
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Ogroman, 609 milijardi u 2008 --
10:36
607, rather.
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607, zapravo.
10:38
So massive, in fact, that it can contain
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Toliko ogroman, da zapravo može sadržavati
10:40
all the other military budgets in the world inside itself.
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sve ostale svjetske vojne proračune u sebi.
10:43
Gobble, gobble, gobble, gobble, gobble.
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Gobble, gobble, gobble, gobble, gobble.
10:45
Now, you can see Africa's total debt there
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Možete sad vidjeti ukupni afrički dug ovdje
10:47
and the U.K. budget deficit for reference.
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i deficit britanskog proračuna kao usporedbu.
10:49
So that might well chime
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To može dobro odgovarati
10:51
with your view that America
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sa vašim pogledom da je Amerika
10:53
is a sort of warmongering military machine,
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neka vrsta huškačkog, vojnog stroja,
10:56
out to overpower the world
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vani da nadjača svijet
10:58
with its huge industrial-military complex.
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sa svojim ogromnim, industrijsko-vojnim kompleksom.
11:01
But is it true that America has the biggest military budget?
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Je li istina da Amerika ima najveći vojni proračun?
11:04
Because America is an incredibly rich country.
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Jer to je nevjerojatno bogata država.
11:06
In fact, it's so massively rich
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U biti, toliko je bogata
11:08
that it can contain the four other
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da bi mogla sadržavati gospodarstva
11:10
top industrialized nations' economies
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ostale 4 top industrijalizirane države
11:12
inside itself, it's so vastly rich.
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u sebi, toliko je beskrajno bogata.
11:15
So its military budget is bound to be enormous.
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Njen vojni proračun mora biti divovski.
11:18
So, to be fair and to alter our perspective,
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Da bih bio pošten i da bih promjenio naše gledište,
11:20
we have to bring in another data set,
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moramo unijeti novi set podataka,
11:22
and that data set is GDP, or the country's earnings.
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a taj set jest BDP, ili zarada države.
11:24
Who has the biggest budget as a proportion of GDP?
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Tko ima najveći proračun u usporedi sa BDP-om?
11:26
Let's have a look.
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Bacimo pogled.
11:28
That changes the picture considerably.
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To značajno mijenja sliku.
11:31
Other countries pop into view that you, perhaps, weren't considering,
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Pojavljuju se zemlje koje, vjerojatno, niste uzimali u obzir,
11:34
and American drops into eighth.
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i Amerikanci padaju na 8. mjesto.
11:36
Now you can also do this with soldiers.
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Ovo isto možete napraviti sa vojnicima.
11:38
Who has the most soldiers? It's got to be China.
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Tko ima najviše vojnika? To mora da je Kina.
11:40
Of course, 2.1 million.
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Naravno, 2,1 milijun.
11:42
Again, chiming with your view
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Opet, u suglasnosti s vašim gledištem
11:44
that China has a militarized regime
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da je Kina militaristički režim
11:46
ready to, you know, mobilize its enormous forces.
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spreman mobilizirati svoje ogromne snage.
11:48
But of course, China has an enormous population.
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Ali naravno, Kina ima ogromnu populaciju.
11:51
So if we do the same,
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Ako napravimo isto,
11:53
we see a radically different picture.
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vidimo radikalno drugačiju sliku.
11:55
China drops to 124th.
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Kina pada na 124. mjesto.
11:57
It actually has a tiny army
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Zapravo ima jako malu vojsku
11:59
when you take other data into consideration.
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ako uzmete u obzir ostale podatke.
12:02
So, absolute figures, like the military budget,
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Apsolutne brojke, poput vojnog proračuna,
12:04
in a connected world,
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u povezanom svijetu,
12:06
don't give you the whole picture.
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vam ne daju potpunu sliku.
12:08
They're not as true as they could be.
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Nisu istinite koliko bi mogle biti.
12:10
We need relative figures that are connected to other data
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Potrebne su nam relativne brojke koje su povezane sa ostalim podacima
12:13
so that we can see a fuller picture,
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da bi mogli vidjeti potpuniju sliku,
12:15
and then that can lead to us changing our perspective.
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te nas onda to može dovesti do toga da promijenimo svoje gledište.
12:17
As Hans Rosling, the master,
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Kao što je Hans Rosling, učitelj,
12:19
my master, said,
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moj učitelj, rekao,
12:22
"Let the dataset change your mindset."
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"Dopusti da ti sklop podataka promijeni misaoni sklop."
12:26
And if it can do that, maybe it can also change your behavior.
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Ako može to napraviti, možda može promijeniti i vaše ponašanje.
12:29
Take a look at this one.
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Pogledajte ovaj.
12:31
I'm a bit of a health nut.
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Ja sam pomalo manijak kad je u pitanju zdravlje.
12:33
I love taking supplements and being fit,
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Volim uzimati dodatke prehrani i biti u dobroj formi,
12:36
but I can never understand what's going on in terms of evidence.
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ali nikad ne mogu razumjeti što se događa u okvirima dokaza.
12:39
There's always conflicting evidence.
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Uvijek postoje proturječni dokazi.
12:41
Should I take vitamin C? Should I be taking wheatgrass?
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Trebam li uzimati C vitamin? Trebam li jesti pšenične klice?
12:43
This is a visualization of all the evidence
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Ovo je vizualizacija svih dokaza
12:45
for nutritional supplements.
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za dodatke prehrani.
12:47
This kind of diagram is called a balloon race.
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Ova vrsta dijagrama naziva se utrka balona.
12:50
So the higher up the image,
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Što smo više u slici,
12:52
the more evidence there is for each supplement.
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više je dokaza za svaki od dodataka.
12:55
And the bubbles correspond to popularity as regards to Google hits.
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Mjehurići odgovaraju popularnosti prema Google pretragama.
12:58
So you can immediately apprehend
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Odmah shvatite
13:01
the relationship between efficacy and popularity,
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vezu između korisnosti i popularnosti,
13:04
but you can also, if you grade the evidence,
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ali možete također, ako skalirate dokaze,
13:07
do a "worth it" line.
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napraviti neku vrstu "vrijedno je toga" crte.
13:09
So supplements above this line are worth investigating,
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Dodatci iznad te crte su vrijedni istraživanja,
13:12
but only for the conditions listed below,
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ali samo za uvjete navedene ispod.
13:15
and then the supplements below the line
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A dodatci ispod crte
13:18
are perhaps not worth investigating.
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vjerojatno nisu vrijedni istraživanja.
13:20
Now this image constitutes a huge amount of work.
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Ova slika sadrži ogromnu količinu posla.
13:23
We scraped like 1,000 studies from PubMed,
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Istražili smo 1,000 studija s PubMed-a,
13:26
the biomedical database,
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biomedicinske baze podataka,
13:28
and we compiled them and graded them all.
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sakupili smo ih sve i poredali.
13:31
And it was incredibly frustrating for me
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Bilo je nevjerojatno frustrirajuće za mene
13:33
because I had a book of 250 visualizations to do for my book,
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jer sam imao knjigu sa 250 vizualizacija koju sam trebao napraviti za svoju knjigu,
13:36
and I spent a month doing this,
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i potrošio sam mjesec dana radeći to,
13:38
and I only filled two pages.
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da bih ispunio samo dvije stranice.
13:40
But what it points to
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Ali ono na što to ukazuje
13:42
is that visualizing information like this
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jest da vizualiziranje informacija poput ovih
13:44
is a form of knowledge compression.
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je određena vrsta sažimanja znanja.
13:46
It's a way of squeezing an enormous amount
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To je način da se ogromna količina
13:48
of information and understanding
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informacija i razumjevanja
13:50
into a small space.
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stisne u mali prostor.
13:52
And once you've curated that data, and once you've cleaned that data,
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Jednom kad ste sakupili sve te podatke, i jednom kad ste pročistili sve te podatke,
13:54
and once it's there,
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i jednom kad su tu,
13:56
you can do cool stuff like this.
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možete raditi jako "cool" stvari poput ove.
13:58
So I converted this into an interactive app,
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Pretvorio sam ovo u interaktivnu aplikaciju,
14:00
so I can now generate this application online --
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mogu otvoriti ovu aplikaciju online --
14:02
this is the visualization online --
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ovo je vizualizacija online --
14:04
and I can say, "Yeah, brilliant."
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i mogu reći, "Da, brilijantno."
14:06
So it spawns itself.
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Sama se otvara.
14:08
And then I can say, "Well, just show me the stuff
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Onda mogu reći, "Pa, pokaži mi stvari
14:10
that affects heart health."
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koje utječu na zdravlje srca."
14:12
So let's filter that out.
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Hajdemo to filtrirati.
14:14
So heart is filtered out, so I can see if I'm curious about that.
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Srce je flitrirano, ako sam znatiželjan oko toga.
14:17
I think, "No, no. I don't want to take any synthetics,
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Mislim, "Ne, ne. Ne želim uzimati ništa sintetičko.
14:19
I just want to see plants and --
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Želim vidjeti samo biljke i --
14:22
just show me herbs and plants. I've got all the natural ingredients."
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samo mi pokaži trave i biljke. Imam sve prirodne sastojke."
14:25
Now this app is spawning itself
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Ova aplikacija sama stvara sebe
14:27
from the data.
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iz podataka.
14:29
The data is all stored in a Google Doc,
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Svi su podaci spremljeni u Google dokumentu,
14:31
and it's literally generating itself from that data.
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i ona doslovno stvara samu sebe iz tih podataka.
14:34
So the data is now alive; this is a living image,
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Podaci su živi; ovo je živa slika,
14:36
and I can update it in a second.
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i mogu je ažurirati u sekundi.
14:38
New evidence comes out. I just change a row on a spreadsheet.
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Novi dokazi izlaze na površinu -- samo promijenim jedan redak u tablici.
14:40
Doosh! Again, the image recreates itself.
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Doosh! Opet, slika se sama iznova stvara.
14:44
So it's cool.
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To je super.
14:46
It's kind of living.
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Na neki način živi.
14:49
But it can go beyond data,
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Ali na neki način može ići iznad podataka,
14:51
and it can go beyond numbers.
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može ići iznad brojki.
14:53
I like to apply information visualization
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Volim primjenjivati vizualizaciju informacija
14:55
to ideas and concepts.
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na ideje i koncepte.
14:58
This is a visualization
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Ovo je vizualizacija
15:00
of the political spectrum,
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političkog spektra,
15:02
an attempt for me to try
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u mojem pokušaju da probam
15:04
and understand how it works
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shvatiti kako funkcionira
15:06
and how the ideas percolate down
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i kako ideje prelaze
15:08
from government into society and culture,
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sa vlade u društvo i kulturu,
15:10
into families, into individuals, into their beliefs
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u obitelji, u individualce, u njihova vjerovanja
15:13
and back around again in a cycle.
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i opet natrag u krug.
15:16
What I love about this image
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Ono što volim kod ove slike
15:18
is it's made up of concepts,
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jest to što je napravljena od koncepata,
15:20
it explores our worldviews
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istražuje naše poglede na svijet
15:22
and it helps us -- it helps me anyway --
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i pomaže nam -- pomaže meni --
15:24
to see what others think,
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da vidimo što drugi misle,
15:26
to see where they're coming from.
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da vidimo odakle dolaze.
15:28
And it feels just incredibly cool to do that.
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I super je osjećaj samo to činiti.
15:31
What was most exciting for me
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Ono što je bilo najuzbudljivije za mene
15:34
designing this
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dizajnirajući ovo,
15:36
was that, when I was designing this image,
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je to da, kad sam dizajnirao ovu sliku,
15:38
I desperately wanted this side, the left side,
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očajnički sam htio da ova strana, lijeva strana,
15:41
to be better than the right side --
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bude bolje od desne strane --
15:43
being a journalist, a Left-leaning person --
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s obzirom da sam novinar, lijevičar --
15:46
but I couldn't, because I would have created
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ali nisam mogao jer bih tad stvorio
15:48
a lopsided, biased diagram.
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graf koji je pristran i naginje na jednu stranu.
15:51
So, in order to really create a full image,
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Da bih stvarno stvorio cjelovitu sliku,
15:54
I had to honor the perspectives on the right-hand side
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Morao sam uvažiti poglede na desnoj strani
15:57
and at the same time, uncomfortably recognize
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i u isto vrijeme, na neki način neugodno prepoznati
16:00
how many of those qualities were actually in me,
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koliko je tih osobina zapravo u meni
16:03
which was very, very annoying and uncomfortable.
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što je bilo veoma, veoma uznemirujuće i neugodno.
16:05
(Laughter)
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(Smijeh)
16:09
But not too uncomfortable,
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Ali ne preneugodno,
16:11
because there's something unthreatening
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jer nešto je neprijeteće
16:14
about seeing a political perspective,
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u sagledavanju političkog pogleda,
16:16
versus being told or forced to listen to one.
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u odnosu na to da vam je rečeno ili da ste prisiljeni slušati jedan.
16:19
You're capable of holding conflicting viewpoints
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To je zapravo -- sposobni ste posjedovati suprotstavljajuća stajališta
16:22
joyously when you can see them.
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radosno, kad ih možete vidjeti.
16:24
It's even fun to engage with them
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Čak je zabavno i angažirati se oko njih
16:26
because it's visual.
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jer su vizualna.
16:28
So that's what's exciting to me,
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To je ono što je uzbudljivo za mene,
16:30
seeing how data can change my perspective
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vidjeti kako podaci mijenjaju moju perspektivu
16:32
and change my mind midstream --
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i mijenjaju moj tok misli --
16:34
beautiful, lovely data.
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predivni, krasni podaci.
16:38
So, just to wrap up,
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Da zaključim,
16:40
I wanted to say
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želio sam reći
16:42
that it feels to me that design is about solving problems
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da mislim da se u dizajnu radi o rješavanju problema
16:44
and providing elegant solutions,
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i omogućavanju elegantnih rješenja.
16:47
and information design is about
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Dizajn informacija
16:49
solving information problems.
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rješava probleme informacija.
16:51
It feels like we have a lot of information problems
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Mislim da imamo puno problema s informacijama
16:53
in our society at the moment,
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trenutno u našem društvu,
16:55
from the overload and the saturation
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od preopterećenja i zasićenja
16:57
to the breakdown of trust and reliability
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do sloma povjerenja i kredibiliteta,
16:59
and runaway skepticism and lack of transparency,
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odbjeglog skepticizma i nedostatka transparentnosti,
17:01
or even just interestingness.
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ili čak samo nezanimljivosti.
17:03
I mean, I find information just too interesting.
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Mislim da su informacije jednostavno prezanimljive.
17:05
It has a magnetic quality that draws me in.
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Imaju osobine koje me magnetski privlače.
17:09
So, visualizing information
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Vizualiziranje informacija
17:11
can give us a very quick solution to those kinds of problems.
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nam može dati jako brzo rješenje tih problema.
17:14
Even when the information is terrible,
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Čak i kad su informacije grozne,
17:16
the visual can be quite beautiful.
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vizualni dio može biti poprilično lijep.
17:19
Often we can get clarity
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Često možemo dobiti jasnoću
17:22
or the answer to a simple question very quickly,
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ili odgovor na jednostavno pitanje veoma brzo,
17:24
like this one,
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poput ovoga,
17:26
the recent Icelandic volcano.
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nedavnog vulkana na Islandu.
17:29
Which was emitting the most CO2?
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Tko emitira najviše CO2?
17:31
Was it the planes or the volcano,
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Jesu li to zrakoplovi ili vulkan,
17:33
the grounded planes or the volcano?
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prizemljeni zrakoplovi ili vulkan?
17:35
So we can have a look.
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Možemo pogledati.
17:37
We look at the data and we see:
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Pogledamo podatke i vidimo,
17:39
Yep, the volcano emitted 150,000 tons;
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da, vulkan je izbacio 150,000 tona;
17:41
the grounded planes would have emitted
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prizemljeni avioni bi emitirali
17:43
345,000 if they were in the sky.
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345,000 da su bili u zraku.
17:46
So essentially, we had our first carbon-neutral volcano.
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U biti, imali smo naš prvi ugljično-neutralni vulkan.
17:49
(Laughter)
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(Smijeh)
17:51
(Applause)
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(Pljesak)
18:00
And that is beautiful. Thank you.
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I to je predivno. Hvala.
18:03
(Applause)
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(Pljesak)
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