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

Traducător: Codrut Precup Corector: Maria Tancu

I want to talk about the transformed media landscape,

Vreau sa va vorbesc depre peisajul mediatic schimbat

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

si ce inseamna asta pentru oricine are un mesaj si vrea sa-l transmita

to anywhere in the world.

oriunde in lume.

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

Si vreau sa va arat asta spunandu-va cateva istorioare

about that transformation.

despre aceasta transformare.

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

O sa incep aici. In Noiembrie trecut au fost alegeri prezidentiale.

You probably read something about it in the papers.

Probabil ati citit cate ceva prin ziare.

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

Au fost si cateva ingrijorari prin tara

there might be voter suppression.

ca ar putea fi o reprimare a votantilor.

And so a plan came up to video the vote.

Asa a aparut un plan de a filma votul.

And the idea was that individual citizens

Si idea era ca cetatenii

with phones capable of taking photos or making video

cu telefoane capabile sa faca fotografii sau sa filmeze

would document their polling places,

sa documenteze ce se intampla in sectiile lor de votare

on the lookout for any kind of voter suppression techniques,

cu atentie catre orice fel de tehnica de suprimare a votantilor.

and would upload this to a central place.

Apoi vor incarca totul intr-un singur loc.

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

Iar acesta va functiona ca un fel de observator civic.

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

Asa ca cetatenii nu doar isi vor exprima votul individual,

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

dar vor asigura si sanctitatea votului general.

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

Deci avem un tipar care presupune ca suntem cu totii implicati in chestia asta.

What matters here

Ce conteaza aici

isn't technical capital,

nu este capitalul tehnic.

it's social capital.

Ci capitalul social.

These tools don't get socially interesting

Mecanismele acestea nu devin interesante din punct de vedere social

until they get technologically boring.

pana cand nu devin plictisitoare din punct de vedere tehnologic.

It isn't when the shiny new tools show up

Cand apar mecanisme noi si stralucitoare

that their uses start permeating society.

ele nu incep sa fie utilizate imediat in societate.

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

Este despre atunci cand oricine le ia drept garantate.

Because now that media is increasingly social,

Pentru ca acum, aceasta media este in crestere din punct de vedere social,

innovation can happen anywhere

inovatia se poate intampla oriunde

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

acesti oameni au inteles ca suntem toti in aceeasi situatie.

And so we're starting to see a media landscape

Si asa incepem sa vedem un peisaj mediatic

in which innovation is happening everywhere,

in care inovatia se intampla peste tot.

and moving from one spot to another.

Si miscandu-se de la un punct la altul.

That is a huge transformation.

E o transformare imensa.

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

Nu vreau sa sublinez mai mult , dar momentul pe care-l traim

the moment our historical generation is living through --

momentul istoric pe care generatia noastra il traieste

is the largest increase in expressive capability

are cea mai mare crestere in capacitatea de expresie

in human history.

din istoria umana.

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

Asta e o afirmatie importanta. O sa incerc sa o sustin cu dovezi.

There are only four periods in the last 500 years

Sunt doar patru perioade in ultimii 500 ani

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

cand media a schimbat destul de mult ca sa se califice pentru etichetarea de "revolutie".

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

Prima, cea mai faimoasa a fost masina de tiparit.

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

Litere independente, cerneluri pe baza de ulei, tot complexul de inovatii

that made printing possible

care au facut tiparul posibil

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

si a intors Europa de sus in jos, incepand cu mijlocul anilor 1400.

Then, a couple of hundred years ago,

Apoi cu cateva sute de ani in urma

there was innovation in two-way communication,

a fost inovatia in comunicarea bidirectionala.

conversational media: first the telegraph, then the telephone.

Media conversationala, intai telegraful, apoi telefonul.

Slow, text-based conversations,

Incet, conversatii scrise,

then real-time voice based conversations.

apoi conversatii voce in timp real.

Then, about 150 years ago,

Apoi, acum 150 ani

there was a revolution in recorded media other than print:

a fost o revolutie in alte forme de inregistrare decat tiparul.

first photos, then recorded sound,

Intai fotografia, apoi sunetul inregistrat,

then movies, all encoded onto physical objects.

apoi filmele, toate codate pe suport fizic.

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

Si in fine, acum aproape 100 de ani, utilizarea spectrului electromagnetic

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

ca sa trimitem sunet si imagine prin aer, radioul si televiziunea.

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

Acesta este peisajul mediatic pe care il cunoastem in secolul 20.

This is what those of us of a certain age

Asta este cu ce o parte din noi

grew up with, and are used to.

ua crescut si s-au obisnuit.

But there is a curious asymmetry here.

Dar aici este o asimetrie curioasa.

The media that is good at creating conversations

Media care este buna in a crea conversatii

is no good at creating groups.

nu e buna in a crea grupuri.

And the media that's good at creating groups

Si cea care e buna in a crea grupuri

is no good at creating conversations.

nu e buna in a crea conversatii.

If you want to have a conversation

Daca vrei sa ai o conversatie

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

in lumea asta, trebuie sa o ai cu doar o alta persoana.

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

Daca vrei sa te adresezi unui grup, iei acelasi mesaj

and you give it to everybody in the group,

si il dai tuturor din grup.

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

Indiferent cum o faci, dintr-un turn de transmisiuni sau prin presa tiparita.

That was the media landscape

Asta era peisajul mediatic

as we had it in the twentieth century.

asa cum l-am avut in sec 20.

And this is what changed.

Si asta este ce s-a schimbat.

This thing that looks like a peacock hit a windscreen

Si chestia asta care arata ca un paun care s-a lovit de un ecran

is Bill Cheswick's map of the Internet.

este harta internetului a lui Bill Cheswick's

He traces the edges of the individual networks

El traseaza marginile retelelor individuale

and then color codes them.

si le codeaza in culori.

The Internet is the first medium in history

Internetul este primul mediu din istorie

that has native support for groups

care are un suport nativ pentru grupuri

and conversation at the same time.

si conversatii in acelasi timp.

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

Acolo unde telefonul ne-a dat tiparul "de la unu la unu"

and television, radio, magazines, books,

si televiziunea, radioul, revistele, cartile

gave us the one-to-many pattern,

ne-au dat tiparul "de la unu la mai multi".

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

Internetul ne da tiparul " de la multi la multi".

For the first time,

Pentru prima oara

media is natively good at supporting these kinds of conversations.

media este buna de la inceput sa sprijine conversatiile de tipul acesta.

That's one of the big changes.

Aste este una dintre marile schimbari.

The second big change

A doua mare schimbare

is that, as all media gets digitized,

este ca toata media se digitalizeaza,

the Internet also becomes the mode of carriage

internetul devine un mod de transport

for all other media,

pentru toata cealalta media.

meaning that phone calls migrate to the Internet,

Insemnand ca telefonia migreaza pe internet.

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

Revistele la fel. Filmele se muta pe internet.

And that means that every medium

Asta inseamna ca fiecare medium

is right next door to every other medium.

este in imediata apropiere a oricarui altui mediu.

Put another way,

Sa zicem altfel,

media is increasingly less just a source of information,

media este din ce in ce mai putin doar o sursa de informatii

and it is increasingly more a site of coordination,

si este din ce in ce mai mult un loc de coordonare.

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

Pentru ca grupurile care vad, aud, observa sau asculta ceva

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

se pot aduna si si vorbi unii cu altii in acelasi fel.

And the third big change

Si a treia mare schimbare

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

este ca membrii care formeaza audienta, asa cum Dan Gilmore ii numeste,

can now also be producers and not consumers.

pot deveni producatori nu doar consumatori.

Every time a new consumer

De cate ori un consumator nou

joins this media landscape

se alatura peisajului mediatic

a new producer joins as well,

un nou producator se alatura de asemenea.

because the same equipment --

Pentru ca acelasi echipament,

phones, computers --

telefon, computer,

let you consume and produce.

te lasa sa consumi si sa si produci.

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

E ca si cum, atunci cand cumperi o carte, primesti si o tiparnita gratis.

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

Sau ca si cum telefonul tau se transforma in radio

if you pressed the right buttons.

cand apesi butoanele care trebuie.

That is a huge change

Este o schimbare imensa

in the media landscape we're used to.

in peisajul mediatic cu care eram obisnuiti.

And it's not just Internet or no Internet.

Si nu este doar internet, sau fara internet deloc.

We've had the Internet in its public form

Am avut internet, in forma sa publica

for almost 20 years now,

de aproape 20 ani.

and it's still changing

Si inca se transforma

as the media becomes more social.

asa cum media devine mai sociala.

It's still changing patterns

Inca isi schimba tiparele

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

chiar printre grupurile care stiu sa foloseasca internetul bine.

Second story.

A doua poveste,

Last May, China in the Sichuan province

in luna mai trecuta, in China, provincia Sichuan

had a terrible earthquake, 7.9 magnitude,

a avut loc un teribil cutremur de 7.9 grade magnitudine

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

distrugeri masive pe arii extinse, asa cum scala Richter spune.

And the earthquake was reported as it was happening.

Cutremurul s-a "comunicat" in timp ce se producea.

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

Oamenii trimiteau SMS de pe telefoane, luau poze ale cladirilor.

They were taking videos of buildings shaking.

Filmau cladirile tremurand.

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

Le-au incarcat in QQ, cel mai mare serviciu internet din China.

They were Twittering it.

L-au transmis pe Twitter.

And so as the quake was happening

Asa ca in timp ce se producea cutremurul

the news was reported.

stirile erau transmise

And because of the social connections,

Si din cauza conexiunilor sociale

Chinese students coming elsewhere, and going to school,

Studentii chinezi de pe cine stie unde, sau mergand spre scoli

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

sau afaceri din restul lumii care deschideau birouri in China

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

Omenii de peste tot, ascultau stirile.

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

BBC a aflat prima informatie despre cutremur de pe Twitter.

Twitter announced the existence of the quake

Twitter a anuntat existenta cutremurului

several minutes before the US Geological Survey

cateva minute inainte ca serviciul de monitorizare geologica din SUA

had anything up online for anybody to read.

sa aibe ceva online ca lumea sa afle.

The last time China had a quake of that magnitude

Ultima oara cand China a avut un cutremur de magnitudinea asta

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

i-a luat 3 luni sa admita ca s-a intamplat!

(Laughter)

(rasete)

Now they might have liked to have done that here,

Acum poate ca le-ar fi placut sa faca asta si aici,

rather than seeing these pictures go up online.

decat sa vada imaginile online.

But they weren't given that choice,

Dar nu au avut nici o sansa.

because their own citizens beat them to the punch.

Pentru ca cetatenii lor i-au batut la eficienta.

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

Chiar si guvernul a aflat de cutremur de la cetatenii ei

rather than from the Xinhua News Agency.

decat de la agentia de presa Xinhua.

And this stuff rippled like wildfire.

Si chestia asta s-a raspandit ca un foc salbatic.

For a while there

Pentru o vreme

the top 10 most clicked links on Twitter,

top 10 cele mai frecvente click-uri pe Twitter

the global short messaging service --

serviciul global de mesaje scurte,

nine of the top 10 links were about the quake.

noua dintre ele erau despre cutremur.

People collating information,

Omenii legau informatiile,

pointing people to news sources,

indreptand oamenii catre sursele de informatii,

pointing people to the US geological survey.

indreaptand oamenii catre serviciul american de monitorizare geologica.

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

A zecea stire a fost despre pisoi pe roata, dar asta inseamna internetul..

(Laughter)

(rasete)

But nine of the 10 in those first hours.

Dar 9 din 10 in acele prime ore,

And within half a day donation sites were up,

si in jumatate de zi, situri pentru donatii erau gata.

and donations were pouring in from all around the world.

Si donatiile curgeau din toata lumea.

This was an incredible, coordinated global response.

A fost un raspuns global, coordonat, incredibil.

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

Si atunci chinezii, intr-una din perioadele lor de deschidere mediatica

decided that they were going to let it go,

au decis ca e cazul sa-i dea drumul.

that they were going to let this citizen reporting fly.

Ca e cazul sa-i lase pe cetatenii sai sa raporteze liber.

And then this happened.

Si asta s-a intamplat.

People began to figure out, in the Sichuan Provence,

Oamenii au inceput sa-si dea seama in provincia Sichuan,

that the reason so many school buildings had collapsed --

ca motivul pentru care atatea scoli s-au prabusit,

because tragically the earthquake happened during a school day --

pentru ca din pacate cutremurul a lovit in timpul unei zile de scoala,

the reason so many school buildings collapsed

motivul pentru care scolile s-au prabusit

is that corrupt officials had taken bribes

a fost ca oficiali corupti au luat mita

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

si au permis ca acele cladiri sa fie construite sub standard.

And so they started, the citizen journalists started

Asa ca ei, jurnalistii cetateni au inceput

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

sa raporteze si asta. Si a fost o imagine incredibila.

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

Poate ca ati vazut in prima pagina in ziarul New York Times

A local official literally prostrated himself in the street,

un oficial local, pur si simplu s-a culcat in strada,

in front of these protesters,

in fata acelor protestatari.

in order to get them to go away.

In incercarea de a-i dispersa.

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

A zis in esenta " Vom face orice sa va inbunam,

just please stop protesting in public."

doar nu mai protestati in public".

But these are people who have been radicalized,

Dar acesti oameni sunt oameni care au fost deja radicalizati.

because, thanks to the one child policy,

Pentru ca multumita politicii cu dreptul la un singur copil in familie,

they have lost everyone in their next generation.

si-au pierdut o generatie intreaga.

Someone who has seen the death of a single child

Cine a vazut moartea unui singur copil

now has nothing to lose.

acum nu mai are nimic de pierdut.

And so the protest kept going.

Asa ca protestele au continuat.

And finally the Chinese cracked down.

Si in final, chinezii au cedat.

That was enough of citizen media.

Fusese destula media cetateneasca.

And so they began to arrest the protesters.

Asa ca au inceput sa aresteze protestatarii.

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

Au inceput sa inchida media in care protestatarii se exprimau.

China is probably the most successful

China este probabil cel mai de succes

manager of Internet censorship in the world,

manager al cenzurii pe internet, in lume,

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

folosind ceea ce este descris ca marele firewall al Chinei.

And the Great Firewall of China

Si Marele firewall al Chinei

is a set of observation points

este un set de puncte de observatie

that assume that media is produced by professionals,

care presupune ca media este produsa de profesionisti,

it mostly comes in from the outside world,

ca vine din afara,

it comes in relatively sparse chunks,

ca vine in bucati relativ disparate,

and it comes in relatively slowly.

si relativ incet.

And because of those four characteristics

Si din cauza acestor 4 caracteristici

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

ei pot sa filtreze ce intra in tara.

But like the Maginot Line,

Dar, ca linia Maginot

the great firewall of China was facing in the wrong direction

marele firewall al Chinei era intr-o directie gresita

for this challenge,

pentru incercarea asta.

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

Pentru ca niciunul din cele 4 lucruri nu era adevarat in acest mediu.

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

Media era produsa local. Era produsa de amatori.

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

Era produsa rapid. Si era produsa in asemenea abundenta

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

incat nu ai cum sa filtrezi la ritmul in care apare.

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

Asa ca acum, guvernul chinez, care de douazeci de ani,

has quite successfully filtered the web,

filtra cu succes internetul,

is now in the position of having to decide

era acum in pozitia de a trebui sa decida

whether to allow or shut down entire services,

fie sa permita sau sa inchida tot serviciul.

because the transformation to amateur media

Pentru ca transformarea in media amatorilor

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

era asa de mare, incat nu puteau sa o rezolve altfel.

And in fact that is happening this week.

De fapt, asta s-a intamplat saptamana asta.

On the 20th anniversary of Tiananmen

La a 20-a aniversare a evenimentului de la Tiananmen

they just, two days ago, announced

acum 2 zile au anuntat

that they were simply shutting down access to Twitter,

ca vor inchide pur si simplu accesul la Twitter.

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

Pentru ca nu era nici o sansa sa filtreze, alta decat asta.

They had to turn the spigot entirely off.

Asa ca a trebuit sa inchida cepul cu totul.

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

Acum aceste schimbari nu afectau doar oamenii care vroiau sa cenzureze mesajele.

They also affect people who want to send messages,

Afecta de asemenea si oamenii care vroiau sa trimita mesaje.

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

Pentru ca asta e chiar o transformare a ecosistemului cu totul

not just a particular strategy.

Nu doar o strategie particulara.

The classic media problem, from the 20th century

Asa ca problema clasica in media, din secolul 20

is, how does an organization have a message

este cum sa aibe o organizatie un mesaj

that they want to get out

pe care sa-l transmita

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

catre un grup de oameni aflati la marginile retelei.

And here is the twentieth century answer.

Si aici a venit raspunsul secolului 20.

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

Strange mesajul. Trimite mesajul la toata lumea.

National message. Targeted individuals.

Mesaj national. Targetat individual.

Relatively sparse number of producers.

Un numar relativ mic de producatori.

Very expensive to do,

Foarte costisitor de facut.

so there is not a lot of competition.

Asa ca nu e deloc competitie.

This is how you reach people.

Cam asa te poti imbogati.

All of that is over.

Toate astea s-au sfarsit.

We are increasingly in a landscape where media is global,

Suntem din ce in ce mai mult intr-un peisaj in care media este globala,

social, ubiquitous and cheap.

sociala, prezenta peste tot si ieftina.

Now most organizations that are trying to send messages

Acum cele mai multe organizatii care incearca sa trimita un mesaj

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

catre lumea larga, catre o colectie de audiente

are now used to this change.

sunt obisnuite cu aceasta schimbare.

The audience can talk back.

Audienta poate sa raspunda.

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

E putin inspaimantator. Dar te obisnuiesti dupa o vreme, asa cum se obisnuieste toata lumea.

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

Dar nu e chiar o schimbare nebuna in care traim.

The really crazy change is here:

Nebunia este aici.

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

Este faptul ca nu mai sunt deconectati unul de altul.

the fact that former consumers are now producers,

Este faptul ca acum fostii consumatori sunt producatori.

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

Este faptul ca audienta poate sa vorbeasca una cu alta.

because there is a lot more amateurs than professionals,

Pentru ca sunt mult mai multi amatori decat profesionisti.

and because the size of the network,

si pentru ca marimea retelei

the complexity of the network is actually the square

si complexitatea retelei este de fapt patratul

of the number of participants,

numarului de participanti.

meaning that the network, when it grows large,

Inseamna ca reteaua, cand creste,

grows very, very large.

creste foarte foarte mult.

As recently at last decade,

In ultima decada,

most of the media that was available for public consumption

cea mai multa media era disponibila pentru consum public

was produced by professionals.

produsa de profesionisti.

Those days are over, never to return.

S-au cam dus zilele acelea si nu se vor mai intoarce niciodata.

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

Acum e vremea liniilor verzi (libere), care sunt sursa continutului liber.

which brings me to my last story.

O idee care ma duce la ultima mea poveste.

We saw some of the most imaginative use

Am vazut cea mai imaginativa utilizare

of social media during the Obama campaign.

a social media in timpul campaniei Obama.

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

Si nu ma gandesc la imaginatie in politica.

I mean most imaginative use ever.

Vreau sa zic cea mai imaginativa din toate timpurile.

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

Si unul din lucrurile pe care Obama le-a facut,

the Obama campaign did, was they famously put up

pe care campania lui Obama le-a facut, este ca au pus pe internet cu valva

MyBarackObama.com, myBO.com

my.BarakObama.com,

And millions of citizens rushed in to participate,

Si milioane de cetateni s-au grabit sa participe,

and to try and figure out how to help.

si sa se gandeasca cum sa ajute.

An incredible conversation sprung up there.

Un izvor incredibil de conversatii a inceput aici.

And then, this time last year,

Si atunci, pe vremea asta anul trecut,

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

Obama a anuntat ca o sa-is schimbe votul in chestiunea FISA,

The Foreign Intelligence Surveillance Act.

"The Foreign Intelligence Surveillance Act" - actul de monitorizare inteligenta straina.

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

A zis in ianuarie, ca nu va semna o nota

that granted telecom immunity for possibly warrantless spying

care sa garanteze imunitate telecom pentru spionaj fara nici opreliste

on American persons.

a persoanelor americane.

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

Pana in vara, in mijlocul campaniei generale,

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

a zis:" M-am mai gandit la aceasta chestiune. Mi-am schimbat opinia"

I'm going to vote for this bill."

Am sa votez pentru aceasta nota"

And many of his own supporters

Si multi dintre suporterii lui

on his own site went very publicly berserk.

pe siteul sau au reactionat public frenetic.

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

Era senatorul Obama cand l-au creat. I-au schimbat numele mai tarziu.

"Please get FISA right."

Te rugam voteaza FISA cum trebuie.

Within days of this group being created

In cateva zile grupul abia creat

it was the fastest growing group on myBO.com;

era grupul cu cea mai mare crestere de pe siteul myBO.com

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

In cateva saptamani a devenit cel mai mare grup.

Obama had to issue a press release.

Obama a fost nevoit sa dea un comunicat de presa.

He had to issue a reply.

Trebuia sa raspunda.

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

Si ce-a zis in esenta: " Am luat in calcul ceea ce spuneti.

I understand where you are coming from.

Inteleg punctul vostru de vedere.

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

Dar cu toate acestea, am sa votez asa cum am sa votez.

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

Dar am vrut sa ies in public si sa va spun, ca inteleg ca nu sunteti de acord cu mine,

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

si am sa-mi asum acest risc."

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

Chestia asta nu a satisfacut pe nimeni. Dar ceva s-a intamplat in conversatie.

People in that group realized

Omenii din grup au realizat

that Obama had never shut them down.

ca Obama nu i-a oprit niciodata sa vorbeasca.

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

Nimeni din campania Obama nu incercase vreodata sa ascunda grupul

or make it harder to join,

sau sa-l faca greu de intrat,

to deny its existence, to delete it,

sa-i nege existenta, sa-l stearga,

to take to off the site.

sa-l dea jos de pe site.

They had understood that their role

Ei au inteles ca rolul lor

with myBO.com was to convene their supporters

cu myBO.com era sa se reuneasca cu suporterii lor

but not to control their supporters.

dar nu sa-i controleze.

And that is the kind of discipline

Si asta este disciplina

that it takes to make really mature use

de care avem nevoie pentru a utiliza in mod matur

of this media.

acest tip de media.

Media, the media landscape that we knew,

Media, peisajul de media pe care il stiam

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

atat de familiar,pe cat de usor conceptual a fost

to deal with the idea that professionals broadcast

sa te impaci cu idea ca profesionistii transmit

messages to amateurs,

mesaje amatorilor,

is increasingly slipping away.

se indeparteaza din ce in ce mai mult.

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

Intr-o lume in care media este globala, sociala, omniprezenta si ieftina,

in a world of media where the former audience

intr-o lume in care fosta audienta

are now increasingly full participants,

este din ce in ce mai participativa,

in that world, media is less and less often

in lumea asta, media este din ce in ce mai rar vorba despre

about crafting a single message

a construi un singur mesaj

to be consumed by individuals.

pentru consumul individual.

It is more and more often

E din ce in ce mai des

a way of creating an environment for convening

o cale de a crea un mediu de convocare

and supporting groups.

si sprijin de grupuri.

And the choice we face,

Alegerea pe care o avem in fata,

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

adica oricine are un mesaj pe care vrea sa-l faca auzit

anywhere in the world,

oriunde in lume

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

nu depinde de faptul ca este sau nu mediul de media in care vrem sa operam.

That's the media environment we've got.

Acesta este mediul de media pe care il avem.

The question we all face now is,

Intrebarea pe care toti ar trebui sa o punem este:

"How can we make best use of this media?

Cum putem folosi cel mai bine aceasta media?

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

Chiar daca insemna sa schimbam modul in care am facut-o pana acum"

Thank you very much.

Multumesc foarte mult.

(Applause)

aplauze