Clay Shirky: How cognitive surplus will change the world

Prevoditelj: Vesna Munić Recezent: Tilen Pigac - EFZG

The story starts in Kenya

Priča počinje u Keniji

in December of 2007,

u prosincu 2007.,

when there was a disputed presidential election,

kada su bili sporni predsjednički izbori.

and in the immediate aftermath of that election,

Kao izravan rezultat tih izbora

there was an outbreak of ethnic violence.

došlo je do izbijanja etničkih sukoba.

And there was a lawyer in Nairobi, Ory Okolloh --

U Nairobiju je bila i odvjetnica, Ory Okolloh --

who some of you may know from her TEDTalk --

koju neki od vas možda znaju iz njezinog TED govora --

who began blogging about it on her site,

koja je o tome počela pisati blog na svojoj internetskoj stranici

Kenyan Pundit.

Kenyan Pundit (kenijski kritičar).

And shortly after the election and the outbreak of violence,

I ubrzo nakon izbora i izbijanja nasilja,

the government suddenly imposed

vlada je nametnula

a significant media blackout.

značajnu blokadu medija.

And so weblogs went from being

Tako su blogovi na internetu

commentary as part of the media landscape

od komentatorskog dijela medijskog krajolika

to being a critical part of the media landscape

postali kritični dio medijskog krajolika

in trying to understand where the violence was.

u pokušaju razumijevanja gdje sa nasilje događalo.

And Okolloh solicited

I Okolloh je molila

from her commenters

od svojih komentatora

more information about what was going on.

još informacija o tome što se događa.

The comments began pouring in,

I komentari su počeli pristizati.

and Okolloh would collate them. She would post them.

Okolloh bi ih uspoređivala i stavljala na internet.

And she quickly said, "It's too much.

I ubrzo je rekla: "Ovo je previše.

I could do this all day every day

Mogu to raditi cijeli dan, svaki dan

and I can't keep up.

a ne mogu držati korak.

There is more information

Ima više informacija

about what's going on in Kenya right now

o tome što se upravo događa u Keniji

than any one person can manage.

nego što jedna osoba može baratati.

If only there was a way to automate this."

Kad bi barem postojao način da to automatiziramo."

And two programmers who read her blog

Dva programera koji su pročitali njezin blog

held their hands up and said, "We could do that,"

javili su se i rekli: "Mi bismo to mogli učiniti."

and in 72 hours, they launched Ushahidi.

I u 72 sata, pokrenuli su Ushahidi.

Ushahidi -- the name means "witness"

Ushahidi - znači "svjedok"

or "testimony" in Swahili --

ili "dokaz" na svahili jeziku -

is a very simple way of taking reports from the field,

vrlo je jednostavan način uzimanja izvještaja s terena,

whether it's from the web or, critically,

bilo s interneta ili, ključno,

via mobile phones and SMS,

putem mobitela i SMS-a,

aggregating it and putting it on a map.

grupiranje izvještaja i stavljanje na kartu.

That's all it is, but that's all that's needed

I to je suština, ali to je i sve što je potrebno.

because what it does is it takes the tacit information

Jer ono što radi je uzimanje prešutnih informacija

available to the whole population --

dostupnih cijelom stanovništvu -

everybody knows where the violence is,

svi znaju gdje je nasilje,

but no one person knows what everyone knows --

samo nitko ne zna da svi znaju -

and it takes that tacit information

i Ushahidi uzima te prešutne informacije

and it aggregates it,

i gomila ih,

and it maps it and it makes it public.

stavlja na kartu i čini javnima.

And that, that maneuver

I taj manevar

called "crisis mapping,"

nazvan "mapiranje krize"

was kicked off in Kenya

započeo je u Keniji

in January of 2008.

u siječnju 2008.

And enough people looked at it and found it valuable enough

I dovoljno ljudi ga je gledalo i smatralo dovoljno vrijednim

that the programmers who created Ushahidi

da su programeri koji su kreirali Ushahidi,

decided they were going to make it open source

odlučili učiniti program javno dostupnim

and turn it into a platform.

i pretvoriti ga u platformu.

It's since been deployed in Mexico

Od tada bio je upotrebljen u Meksiku

to track electoral fraud.

za praćenje prevara na izborima.

It's been deployed in Washington D.C. to track snow cleanup.

Upotrijebljen je u Washingtonu za praćenje čišćenja snijega.

And it's been used most famously in Haiti

I slavno je upotrijebljen na Haitiju

in the aftermath of the earthquake.

na posljedicama potresa.

And when you look at the map

Ako pogledate na kartu

now posted on the Ushahidi front page,

stavljenu na prvu stranicu Ushahidija,

you can see that the number of deployments in Ushahidi

možete vidjeti kako se upotreba Ushahidija

has gone worldwide, all right?

proširila po svijetu, je li tako?

This went from a single idea

To je krenulo od jedne ideje

and a single implementation

i jedne provedbe

in East Africa in the beginning of 2008

u istočnoj Africi početkom 2008.

to a global deployment

do globalne upotrebe

in less than three years.

u manje od tri godine.

Now what Okolloh did

To što je Okolloh učinila,

would not have been possible

ne bi bilo moguće

without digital technology.

bez digitalne tehnologije.

What Okolloh did would not have been possible

Što je Okolloh učinila, ne bi bilo moguće

without human generosity.

bez ljudske velikodušnosti.

And the interesting moment now,

I zanimljiv trenutak,

the number of environments

broj sredina

where the social design challenge

s izazovima društvenog organiziranja

relies on both of those things being true.

oslanja se na istinitost obje ove činjenice.

That is the resource that I'm talking about.

To je resurs o kojem govorim.

I call it cognitive surplus.

I zovem ga misaoni višak.

And it represents the ability

I predstavlja mogućnost

of the world's population

svjetskog stanovništva

to volunteer and to contribute and collaborate

da volontira, doprinosi i surađuje

on large, sometimes global, projects.

na velikim, ponekad svjetskim, projektima.

Cognitive surplus is made up of two things.

Misaoni višak sastoji se od dvije stvari.

The first, obviously, is the world's free time and talents.

Prvi, očito, svjetsko slobodno vrijeme i talent.

The world has over

Svijet ima preko

a trillion hours a year

bilijun sati na godinu

of free time

slobodnog vremena

to commit to shared projects.

za posvetiti zajedničkim projektima.

Now, that free time existed in the 20th century,

Sad, to slobodno vrijeme postojalo je u 20. stoljeću,

but we didn't get Ushahidi in the 20th century.

ali u 20. stoljeću nismo imali Ushahidi.

That's the second half of cognitive surplus.

To je druga polovica misoanog viška.

The media landscape in the 20th century

Medijski krajolik u 20. stoljeću

was very good at helping people consume,

bio je dobar u pomaganju ljudima da troše.

and we got, as a result,

I postali smo, kao rezultat toga,

very good at consuming.

jako dobri u trošenju.

But now that we've been given media tools --

Ali sad kad su nam dani medijski alati -

the Internet, mobile phones -- that let us do more than consume,

internet, mobiteli - koji nam dozvoljavaju više nego samo trošiti,

what we're seeing is that people weren't couch potatoes

vidimo da mi ljudi nismo lijeni i neaktivni

because we liked to be.

jer to želimo biti,

We were couch potatoes because that was

već zato što je to bila

the only opportunity given to us.

jedina mogućnost koja nam je dana.

We still like to consume, of course.

I dalje volimo konzumirati, naravno.

But it turns out we also like to create,

Ali ispada da također volimo i kreirati,

and we like to share.

volimo i dijeliti.

And it's those two things together --

I te dvije stvari zajedno -

ancient human motivation

drevna ljudska motivacija

and the modern tools to allow that motivation

i suvremeni alati koji dozvoljavaju toj motivaciji

to be joined up in large-scale efforts --

da se ujedini u trud velikih razmjera -

that are the new design resource.

to je resurs novog stvaranja.

And using cognitive surplus,

Korištenjem misaonog viška

we're starting to see truly incredible experiments

počinjemo vidjeti stvarno nevjerojatne pokušaje

in scientific, literary,

znanstvenih, literarnih,

artistic, political efforts.

umjetničkih i političkih nastojanja.

Designing.

Stvaranje.

We're also getting, of course, a lot of LOLcats.

Naravno, također dobivamo i puno smiješnih slika mačaka (LOLcats).

LOLcats are cute pictures of cats

LOLcats su slatke slike mačaka

made cuter with the addition of cute captions.

učinjene još slađima dodatkom slatkih natpisa.

And they are also

One su također dio

part of the abundant media landscape we're getting now.

učestalog medijskog krajolika koji sada dobivamo.

This is one of the participatory --

To je jedan od modela -

one of the participatory models

sudjelovanja

we see coming out of that, along with Ushahidi.

koji nam dolaze iz njega zajedno s Ushahidijem.

Now I want to stipulate, as the lawyers say,

Sada želim postaviti za uvjet, kako odvjetnici kažu,

that LOLcats are the stupidest possible

da su LOLcats najgluplji mogući

creative act.

kreativni čin.

There are other candidates of course,

Postoje i drugi kandidati, naravno,

but LOLcats will do as a general case.

ali LOLcats će poslužiti kao generalni primjer.

But here's the thing:

U ovome je stvar.

The stupidest possible creative act

I najgluplji mogući kreativni čin

is still a creative act.

još uvijek je kreativni čin.

Someone who has done something like this,

Onaj tko je napravio nešto takvo,

however mediocre and throwaway,

koliko god bilo osrednje i za baciti,

has tried something, has put something forward in public.

nešto je pokušao, nešto je pokrenuo u javnosti.

And once they've done it, they can do it again,

I jednom kad je to napravio, može to napraviti opet.

and they could work on getting it better.

I može raditi na poboljšanju toga.

There is a spectrum between mediocre work and good work,

Postoji spektar između osrednjeg posla i dobrog posla.

and as anybody who's worked as an artist or a creator knows,

I kao što svatko tko je radio kao umjetnik ili stvaratelj zna,

it's a spectrum you're constantly

to je spektar u kojem se stalno

struggling to get on top of.

borite da stignete na vrh.

The gap is between

Procjep je između

doing anything and doing nothing.

činjenja nečega i nečinjenja ničega.

And someone who makes a LOLcat

I onaj tko radi LOLcats

has already crossed over that gap.

već je prešao taj procjep.

Now it's tempting to want to get the Ushahidis

Sad, primamljivo je željeti doći do Ushahidija

without the LOLcats, right,

bez LOLcats,

to get the serious stuff without the throwaway stuff.

dobiti ozbiljne stvari bez stvari za baciti.

But media abundance never works that way.

Ali medijsko izobilje nikad ne radi na taj način.

Freedom to experiment means freedom to experiment with anything.

Sloboda eksperimentiranja znači slobodu eksperimentiranja s bilo čime.

Even with the sacred printing press,

Čak i sa svetim tiskom,

we got erotic novels 150 years

imali smo erotske priče 150 godina prije

before we got scientific journals.

nego što smo dobili znanstvene časopise.

So before I talk about

Prije nego popričamo

what is, I think, the critical difference

koja je, po mom mišljenju, glavna razlika

between LOLcats and Ushahidi,

između LOLcats i Ushahidi,

I want to talk about

želim pričati o njihovom

their shared source.

zajedničkom izvorištu.

And that source is design for generosity.

A to izvorište je stvaranje iz velikodušnosti.

It is one of the curiosities of our historical era

Jedna od zanimljivosti naše povijesne ere

that even as cognitive surplus

je da kako misaoni višak

is becoming a resource we can design around,

postaje resurs oko kojeg možemo stvarati,

social sciences are also starting to explain

društvene znanosti počinju shvaćati

how important

koliko su nam važne

our intrinsic motivations are to us,

naše unutarnje motivacije,

how much we do things because we like to do them

koliko puno radimo stvari zato što ih volimo raditi

rather than because our boss told us to do them,

a ne zato što nam je šef rekao da ih napravimo,

or because we're being paid to do them.

ili zato što smo za to plaćeni.

This is a graph from a paper

Ovo je grafikon iz članka

by Uri Gneezy and Aldo Rustichini,

Urija Gneezyja i Alda Rustichinija

who set out to test, at the beginning of this decade,

koji su išli testirati, početkom ovog desetljeća,

what they called "deterrence theory."

ono što su zvali "teorijom zastrašivanja."

And deterrence theory is a very simple theory of human behavior:

A teorija zastrašivanja vrlo je jednostavno teorija ljudskog ponašanja.

If you want somebody to do less of something,

Ako želite da netko manje radi nešto,

add a punishment and they'll do less of it.

uvedite kaznu i radit će manje toga.

Simple, straightforward, commonsensical --

Jednostavno, otvoreno, zdravorazumski,

also, largely untested.

i uglavnom neispitano.

And so they went and studied

Krenuli su proučavati

10 daycare centers in Haifa, Israel.

10 dječjih vrtića u Haifi, Izrael.

They studied those daycare centers

I proučavali su te vrtiće

at the time of highest tension,

u vrijeme najveće napetosti

which is pick-up time.

koje je vrijeme dolaska roditelja po djecu.

At pick-up time the teachers,

U vrijeme dolaska odgajatelji,

who have been with your children all day,

koji su bili s vašom djecom cijeli dan,

would like you to be there at the appointed hour to take your children back.

htjeli bi da dođete u dogovoreni sat da uzmete djecu nazad.

Meanwhile, the parents -- perhaps a little busy at work, running late, running errands --

U međuvremenu, roditelji - vjerojatno malo prezauzeti na poslu, kasne, obavljajući neke posliće -

want a little slack to pick the kids up late.

žele da im se tolerira malo kašnjenje.

So Gneezy and Rustichini said,

Gneezy i Rustichini su se tad zapitali,

"How many instances of late pick-ups

"Koliko ima slučajeva kašnjenja roditelja

are there at these 10 daycare centers?"

u ovih 10 vrtića?"

Now they saw -- and this is what the graph is,

Vidjeli su - kao što ovaj graf pokazuje,

these are the number of weeks and these are the number of late arrivals --

ovdje je broj tjedana a ovo je broj kašnjenja roditelja -

that there were between six and 10

da ima između šest i 10

instances of late pick-ups

slučajeva kašnjenja roditelja

on average in these 10 daycare centers.

u prosjeku u ovih 10 vrtića.

So they divided the daycare centers into two groups.

Tako su podijelili vrtiće u dvije grupe.

The white group there

Ova bijela grupa je

is the control group; they change nothing.

kontrolna grupa; tu nisu ništa mijenjali.

But the group of daycare centers represented by the black line,

A grupi vrtića prikazanih crnom crtom,

they said, "We are changing this bargain

rekli su: "Mijenjamo pogodbu

as of right now.

istog trena.

If you pick your kid up more than 10 minutes late,

Ako zakasnite po svoje dijete više od 10 minuta,

we're going to add a 10 shekel fine to your bill.

dodat ćemo 10 šekela kazne na vaš račun.

Boom. No ifs, ands or buts."

Bum. Bez ikakvih ako i ali."

And the minute they did that,

I istog trena kad su to učinili,

the behavior in those daycare centers changed.

ponašanje se u tim vrtićima promijenilo.

Late pick-ups went up

Broj kasnih dolazaka je rastao

every week for the next four weeks

svaki tjedan iduća četiri tjedna

until they topped out at triple the pre-fine average,

sve dok nije dosegao vrhunac tri puta veći od prosjeka prije kazni,

and then they fluctuated

i nakon toga se kretao

at between double and triple the pre-fine average

između dvostruke i trostruke vrijednosti prosjeka prije uvođenja kazni

for the life of the fine.

dokle god je kazna trajala.

And you can see immediately what happened, right?

I odmah možete vidjeti što se dogodilo, jel tako?

The fine broke the culture

Kazna je ukinula kulturu

of the daycare center.

dječjeg vrtića.

By adding a fine,

Uvođenjem kazne,

what they did was communicate to the parents

poručili su roditeljima

that their entire debt to the teachers

da je sav njihov dug odgajateljima

had been discharged

otpušten

with the payment of 10 shekels,

plaćanjem 10 šekela,

and that there was no residue of guilt or social concern

te da nema nikakvog ostatka krivnje ili društvene brige

that the parents owed the teachers.

koju su roditelji dugovali odgajateljima.

And so the parents, quite sensibly, said,

I tako su roditelji, prilično razumno rekli:

"10 shekels to pick my kid up late?

"10 šekela da kasnije dođem po dijete?

What could be bad?"

Što može biti loše?

(Laughter)

(Smijeh)

The explanation of human behavior

Objašnjenje ljudskog ponašanja

that we inherited in the 20th century

koje smo naslijedili u 20-tom stoljeću

was that we are all rational, self-maximizing actors,

bilo je da smo racionalni, sebični glumci.

and in that explanation --

I u tom objašnjenju -

the daycare center had no contract --

dječji vrtić nije imao ugovor -

should have been operating without any constraints.

i trebao bi raditi bez ograničenja.

But that's not right.

No to nije u redu.

They were operating with social constraints

Oni rade s društvenim ograničenjima

rather than contractual ones.

a ne s ugovornim.

And critically, the social constraints

I ključno, društvena ograničenja

created a culture that was more generous

kreirala su kulturu koja je bila velikodušnija

than the contractual constraints did.

nego što su to ugovorna ograničenja.

So Gneezy and Rustichini run this experiment for a dozen weeks --

Gneezy i Rustichini proveli su ovaj pokus 12 tjedana -

run the fine for a dozen weeks --

kazna je postojala 12 tjedana -

and then they say, "Okay, that's it. All done; fine."

i onda su rekli: "Ok, to je gotovo. Sve u redu."

And then a really interesting thing happens:

I zaista zanimljiva stvar se dogodila.

Nothing changes.

Ništa se nije promijenilo.

The culture that got broken by the fine

Kultura koja se slomila pod kaznom

stayed broken when the fine was removed.

ostala je slomljena i kad je kazna povučena.

Not only are economic motivations

Ne samo da su ekonomska motivacija

and intrinsic motivations

i intrinzička motivacija

incompatible,

neuskladive,

that incompatibility

ta neuskladivost

can persist over long periods.

može ostati dulje vrijeme.

So the trick

Tako je trik

in designing these kinds of situations

u stvaranju ovih vrsta situacija

is to understand where you're relying on

razumjeti gdje se oslanjate na

the economic part of the bargain -- as with the parents paying the teachers --

ekonomski dio pogodbe - kao što su roditelji plaćali odgajateljima -

and when you're relying on the social part of the bargain,

a kad se oslanjate na društveni dio pogodbe,

when you're really designing for generosity.

kada zaista stvarate iz velikodušnosti.

This brings me back to the LOLcats

To me vraća na LOLcats

and to Ushahidi.

i na Ushahidi.

This is, I think, the range that matters.

To je, mislim, smisleni raspon.

Both of these rely on cognitive surplus.

Oba se oslanjaju na misaoni višak.

Both of these design for the assumption

Oba stvaraju s pretpostavkom

that people like to create and we want to share.

da ljudi vole stvarati i da volimo dijeliti.

Here is the critical difference between these:

Ovo je ključna razlika između toga dvoga.

LOLcats is communal value.

LOLcats su zajednička vrijednost.

It's value created by the participants

To je vrijednost stvorena od strane sudionika

for each other.

za svakog od njih.

Communal value on the networks we have

Zajednička vrijednost na našim mrežama je

is everywhere --

posvuda.

every time you see a large aggregate

Svaki put kad vidite veliku gomilu

of shared, publicly available data,

dijeljenih, javno dostupnih podataka,

whether it's photos on Flickr

bilo slika na Flickru

or videos on Youtube or whatever.

ili video zapisa na Youtubeu ili što već.

This is good. I like LOLcats as much as the next guy,

To je dobro. Ja volim LOLcats isto kao i drugi,

maybe a little more even,

možda čak i malo više.

but this is also

No ovo je također

a largely solved problem.

gotovo posve riješen problem.

I have a hard time envisioning a future

Teško si mogu zamisliti budućnost

in which someone is saying,

u kojoj netko kaže:

"Where, oh where, can I find a picture

"Gdje, o gdje, mogu naći sliku

of a cute cat?"

slatke mačke?"

Ushahidi, by contrast,

Ushahidi je, nasuprot tome,

is civic value.

građanska vrijednost.

It's value created by the participants

Njegovu vrijednost stvaraju sudionici,

but enjoyed by society as a whole.

a uživa je društvo u cijelosti.

The goals set out by Ushahidi

Ciljevi koje je postavio Ushahidi

are not just to make life better

nisu samo poboljšati život

for the participants,

sudionicima,

but to make life better for everyone in the society

već poboljšati život svima u društvu

in which Ushahidi is operating.

u kojem Ushahidi djeluje.

And that kind of civic value

A ta vrsta građanske vrijednosti

is not just a side effect

nije samo nuspojava

of opening up to human motivation.

otvaranja ljudskoj motivaciji.

It really is going to be a side effect

To će stvarno biti nuspojava

of what we, collectively,

onoga što, zajedno,

make of these kinds of efforts.

učinimo od tog truda.

There are a trillion

Imamo bilijun

hours a year

sati na godinu

of participatory value

sudioničke vrijednosti

up for grabs.

na raspolaganju.

That will be true year-in and year-out.

To je stvarni dobitak i utrošak po godini.

The number of people who are going to be able

Broj ljudi koji će biti u mogućnosti

to participate in these kinds of projects

da sudjeluju u ovakvim projektima,

is going to grow,

rasti će.

and we can see that organizations

A mi ćemo vidjeti da organizacije

designed around a culture of generosity

stvorene oko kulture velikodušnosti

can achieve incredible effects

mogu doseći nevjerojatne učinke

without an enormous amount of contractual overhead --

s ogromnom količinom ugovorne nadogradnje.

a very different model

Posve drugačiji model

than our default model for large-scale group action in the 20th century.

od našeg uobičajenog modela za pokret velikih grupa u 20. stoljeću.

What's going to make the difference here

Što će činiti razliku

is what Dean Kamen said,

jest ono što je Dean Kamen rekao,

the inventor and entrepreneur.

izumitelj i poduzetnik.

Kamen said, "Free cultures get what they celebrate."

Kamen je rekao: "Slobodne kulture dobiju ono što slave."

We've got a choice before us.

Imamo izbor pred nama.

We've got this trillion hours a year.

Imamo bilijun sati na godinu.

We can use it to crack each other up, and we're going to do that.

Možemo ih koristiti da jedni druge nasmijavamo, i to ćemo i raditi.

That, we get for free.

To dobijemo besplatno.

But we can also celebrate

Ali također možemo slaviti,

and support and reward the people

poticati i nagrađivati ljude

trying to use cognitive surplus

koji pokušavaju upotrijebiti misaoni višak

to create civic value.

za stvaranje građanske vrijednosti.

And to the degree we're going to do that, to the degree we're able to do that,

Koliko ćemo to raditi, koliko ćemo biti sposobni to raditi,

we'll be able to change society.

toliko ćemo biti sposobni mijenjati društvo.

Thank you very much.

Puno vam hvala.