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

Translator: Petra Pekovec Reviewer: Matej Divjak

I want to talk about the transformed media landscape,

Želel bi spregovoriti o spremenjenem medijskem prostoru

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

in kakšen pomen imajo te spremembe za tiste, ki bi želeli kaj sporočiti

to anywhere in the world.

ostalemu svetu.

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

Te spremembe v medijskem prostoru bi rad ponazoril

about that transformation.

preko pripovedi nekaj različnih zgodb.

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

Lansko leto v novembru so bile predsedniške volitve.

You probably read something about it in the papers.

Verjetno ste o tem brali v časopisju.

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

V tem času se je pojavila skrb, da je v nekaterih predelih države

there might be voter suppression.

prišlo do načrtnega oviranja glasovanja.

And so a plan came up to video the vote.

To je privedlo do pobude za snemanje glasovanja.

And the idea was that individual citizens

Tako naj bi posamezni državljani

with phones capable of taking photos or making video

fotografirali ali posneli svoja volilna mesta

would document their polling places,

s pomočjo mobilnikov, ki to omogočajo,

on the lookout for any kind of voter suppression techniques,

oprezajoč za kakršnokoli tehniko oviranja glasovanja.

and would upload this to a central place.

Posnetke bi naložili na centralno zbirno mesto,

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

kar bi delovalo kot oblika civilnega nadzora.

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

Ti državljani na volišča ne bi prišli le oddati svoj glas,

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

ampak bi prispevali tudi k zagotavljanju vsesplošne legitimnosti glasovanja.

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

Ta primer nakazuje, da to zadeva vse nas.

What matters here

V tej zgodbi

isn't technical capital,

ni najbolj pomemben tehnični kapital,

it's social capital.

ampak socialni kapital.

These tools don't get socially interesting

Ti pripomočki niso družbeno zanimivi,

until they get technologically boring.

dokler ne postanejo tehnološko dolgočasni.

It isn't when the shiny new tools show up

Komunikacijske tehnologije, ki prežemajo družbo,

that their uses start permeating society.

so tiste, ki jih vsi posamezniki jemljejo za samoumevne

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

in ne tiste, ki so se ravnokar pojavile na tržišču.

Because now that media is increasingly social,

V času, ko so ti mediji vse bolj družabni,

innovation can happen anywhere

se novosti lahko pojavijo kjerkoli,

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

zato je samoumevno, da te spremembe zadevajo vse nas.

And so we're starting to see a media landscape

Tako lahko začnemo dojemati medijski prostor

in which innovation is happening everywhere,

kot nekaj, kjer stalno prihaja do novosti.

and moving from one spot to another.

Stalne spremembe

That is a huge transformation.

povzročajo vidno preoblikovanje medijskega prostora.

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

Obdobje, v katerem sedaj živimo,

the moment our historical generation is living through --

obdobje, v katerem živi naša generacija,

is the largest increase in expressive capability

omogoča najvišjo raven izražanja javnih mnenj

in human history.

v človeški zgodovini.

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

To je zelo močna trditev, ki pa jo bom sedaj poskušal utemeljiti.

There are only four periods in the last 500 years

V zadnjih 500 letih obstajajo samo štiri obdobja,

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

v katerih je prišlo do revolucionarnih sprememb na področju medijev.

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

Prvo obdobje zaznamuje iznajdba tiska.

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

Tiskovna forma, tiskarske barve, cela paleta novosti,

that made printing possible

ki so omogočile tisk

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

in v drugi polovici 15. stoletja temeljito pretresle Evropo.

Then, a couple of hundred years ago,

Pred nekaj stoletji

there was innovation in two-way communication,

pa so se pojavile novosti v dvosmerni komunikaciji.

conversational media: first the telegraph, then the telephone.

Mediji pogovora, najprej telegraf in potem še telefon.

Slow, text-based conversations,

Tako je počasnejšemu pisnemu sporočanju

then real-time voice based conversations.

sledilo govorno sporočanje v realnem času.

Then, about 150 years ago,

V tretjem obdobju - pred 150 leti -

there was a revolution in recorded media other than print:

je prišlo do revolucije na področju shranjevalnih medijev, ki niso tisk.

first photos, then recorded sound,

Najprej fotografije, nato zvočni posnetki

then movies, all encoded onto physical objects.

in potem filmi, shranjeni v fizični obliki.

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

In tako se končno pred 100 leti z uporabo elektromagnetnega spektra

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

zvok in slika preneseta na radio in televizijski zaslon.

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

To je medijski prostor, kot smo ga poznali v 20. stoletju.

This is what those of us of a certain age

To so tisti mediji, s katerimi smo odrasli

grew up with, and are used to.

in smo jih navajeni.

But there is a curious asymmetry here.

Kakorkoli, tukaj se pojavi zanimiva nesomernost.

The media that is good at creating conversations

Mediji, ki so primerni za medsebojno komuniciranje,

is no good at creating groups.

niso najbolj primerni za snovanje skupin.

And the media that's good at creating groups

In tisti mediji, ki so primerni za oblikovanje skupin,

is no good at creating conversations.

niso najbolj primerni za medsebojno komuniciranje.

If you want to have a conversation

Pri medsebojni komunikaciji

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

nagovarjate drugo osebo in ona vas.

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

Ko nekaj sporočate skupini, je sporočilo, ki ga oblikujete, enako

and you give it to everybody in the group,

za vsakega člana te skupine,

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

ne glede na to ali se pri tem poslužujete oddajnika ali tiska.

That was the media landscape

Takšen je bil medijski prostor

as we had it in the twentieth century.

v 20. stoletju.

And this is what changed.

In to je tisto, kar se je spremenilo.

This thing that looks like a peacock hit a windscreen

To, kar izgleda, kot da bi pav priletel v vetrobransko steklo,

is Bill Cheswick's map of the Internet.

je Bill Cheswickov zemljevid svetovnega spleta.

He traces the edges of the individual networks

Cheswick je zbiral poti posameznih omrežij

and then color codes them.

in jih nato označil z različnimi barvami.

The Internet is the first medium in history

Svetovni splet je prvi medij v zgodovini,

that has native support for groups

ki istočasno podpira

and conversation at the same time.

snovanje skupin in medsebojno komunikacijo.

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

Telefonski pogovor nam mogoča le dialog.

and television, radio, magazines, books,

Televizija, radio, revije in knjige

gave us the one-to-many pattern,

delujejo po vzorcu "eno proti mnogim",

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

medtem ko internet deluje po vzorcu "mnogo k mnogim".

For the first time,

Prvič v zgodovini

media is natively good at supporting these kinds of conversations.

mediji privzeto podpirajo to vrsto komunikacije.

That's one of the big changes.

To je ena izmed velikih sprememb.

The second big change

Druga velika sprememba je,

is that, as all media gets digitized,

da svetovni splet zaradi digitalizacije večine medijev

the Internet also becomes the mode of carriage

postaja način prenosa

for all other media,

ostalih medijev.

meaning that phone calls migrate to the Internet,

Mobilni klici se selijo na svetovni splet.

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

Tudi revije in filmi.

And that means that every medium

In to pomeni, da vsi mediji

is right next door to every other medium.

delujejo tesno drug ob drugem.

Put another way,

Povedano drugače,

media is increasingly less just a source of information,

mediji niso več le vir informacij,

and it is increasingly more a site of coordination,

ampak vse bolj mehanizem koordinacije.

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

Skupine, ki nekaj vidijo ali slišijo, gledajo ali poslušajo,

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

se lahko sedaj zberejo in tudi komunicirajo med seboj.

And the third big change

In tretja velika sprememba je,

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

da so člani prejšnjega občinstva, kot jim pravi Dan Gilmore,

can now also be producers and not consumers.

lahko sedaj tudi proizvajalci in ne le potrošniki.

Every time a new consumer

Vsakič, ko se nov potrošnik

joins this media landscape

pridruži temu medijskemu prostoru,

a new producer joins as well,

se obenem pridruži tudi nov proizvajalec.

because the same equipment --

Ker enaka oprema,

phones, computers --

telefoni in računalniki,

let you consume and produce.

omogoča trošenje in proizvajanje.

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

Podobno kot bi kupili knjigo, zraven pa bi zastonj dobili še tiskarski stroj.

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

Ali, če bi imeli telefon, ki bi se lahko spremenil v radio,

if you pressed the right buttons.

ko bi pritisnili na prave gumbe.

That is a huge change

To je ogromna sprememba

in the media landscape we're used to.

v medijskem prostoru, kot smo ga vajeni.

And it's not just Internet or no Internet.

Ampak pri tem ni pomemben le obstoj svetovnega spleta.

We've had the Internet in its public form

Internet je javno dostopen

for almost 20 years now,

že skoraj 20 let

and it's still changing

in se še vedno spreminja,

as the media becomes more social.

saj mediji postajajo vse bolj družabni.

It's still changing patterns

Tudi med tistimi, ki dobro vedo, kako ga uporabljati,

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

se še vedno spreminja vzorce uporabe.

Second story.

Sedaj pa k drugi zgodbi.

Last May, China in the Sichuan province

Lanskega maja je provinco Sichuan na Kitajskem

had a terrible earthquake, 7.9 magnitude,

stresel močan potres z močjo 7,9 stopnje

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

po Richterjevi lestvici in povzročil obsežno razdejanje.

And the earthquake was reported as it was happening.

Novice o potresu so prihajale v javnost, ko so se tla na Kitajskem še tresla.

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

Ljudje so pošiljali SMS sporočila in slikali porušene stavbe.

They were taking videos of buildings shaking.

Snemali so stavbe, ki so se še vedno tresle

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

in video posnetke prenašali na QQ, popularni vmesnik za pogovarjanje na Kitajskem.

They were Twittering it.

Novica se je razširila tudi na Twitterju.

And so as the quake was happening

Medtem, ko so se tla na Kitajskem še tresla,

the news was reported.

je novica že pricurljala v javnost.

And because of the social connections,

Zahvaljujoč družabnim povezavam,

Chinese students coming elsewhere, and going to school,

so kitajski študentje na študiju v tujini

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

ali mednarodna podjetja, ki odpirajo pisarne na Kitajskem,

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

ljudje po vsem svetu poslušali in spremljali novice o potresu.

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

BBC je o potresu na Kitajskem dobil informacije na Twitterju.

Twitter announced the existence of the quake

Novica se je prej pojavila na Twitterju

several minutes before the US Geological Survey

kot pa na spletni strani

had anything up online for anybody to read.

ameriškega geološkega inštituta.

The last time China had a quake of that magnitude

Ko je Kitajsko nazadnje doletel potres takšnega obsega,

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

so potrebovali tri mesece, da so priznali, da se je zgodil.

(Laughter)

(Smeh)

Now they might have liked to have done that here,

Mogoče so želeli enako narediti tudi v tem primeru,

rather than seeing these pictures go up online.

raje kot da so videli te slike na spletu.

But they weren't given that choice,

Toda te možnosti tokrat ni bilo več,

because their own citizens beat them to the punch.

saj so jih lastni državljani prehiteli.

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

Še vlada je o potresu izvedela od svojih državljanov

rather than from the Xinhua News Agency.

in ne od Kitajske državne tiskovne agencije Xinhua.

And this stuff rippled like wildfire.

Novica o potresu se je širila hitreje kot ogenj v vetru.

For a while there

Nekaj časa

the top 10 most clicked links on Twitter,

je izmed 10 najbolj obiskanih linkov na Twitterju,

the global short messaging service --

globalnemu servisu kratkih sporočil,

nine of the top 10 links were about the quake.

devet linkov vodilo na spletne strani z novico o potresu.

People collating information,

Ljudje so med seboj primerjali informacije,

pointing people to news sources,

usmerjali druge k različnim virom informacij,

pointing people to the US geological survey.

usmerjali na ameriški geološki inštitut.

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

Deseti link je vodil do strani z mucki na tekočem traku, a to se pač dogaja na internetu.

(Laughter)

(Smeh)

But nine of the 10 in those first hours.

Vendar devet izmed 10 linkov v prvih urah po potresu.

And within half a day donation sites were up,

V manj kot 12 urah so se pojavile spletne strani za donacije,

and donations were pouring in from all around the world.

ki so jih pošiljali ljudje iz celega sveta.

This was an incredible, coordinated global response.

To je bil neverjeten in koordiniran svetovni odziv.

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

In tako se je Kitajska, v enem od svojih obdobij medijske svobode,

decided that they were going to let it go,

odločila popustiti medijski cenzuri

that they were going to let this citizen reporting fly.

in svojim državljanom omogočiti neovirano poročanje.

And then this happened.

Kaj se je zgodilo potem?

People began to figure out, in the Sichuan Provence,

Ljudje v provinci Sichuan so se začeli zavedati,

that the reason so many school buildings had collapsed --

da so se mnoge šolske zgradbe med potresom zgrudile

because tragically the earthquake happened during a school day --

in pod seboj pokopale učence med poukom,

the reason so many school buildings collapsed

zato, ker so pokvarjeni državni uradniki

is that corrupt officials had taken bribes

sprejeli visoke podkupnine in omogočili

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

gradnjo potresno nevarnih šolskih stavb.

And so they started, the citizen journalists started

Tako so državljani-novinarji začeli poročati

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

tudi o tem. In pojavila se je neverjetna fotografija.

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

Mogoče ste jo opazili na prvi strani časopisa New York Times -

A local official literally prostrated himself in the street,

neki lokalni uradnik je dobesedno pokleknil

in front of these protesters,

pred protestnike na ulici,

in order to get them to go away.

da bi ti prenehali s protestom.

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

V bistvu, da bi povedal: "Vse bomo naredili, da vas pomirimo,

just please stop protesting in public."

samo, prosim, prenehajte protestirati v javnosti."

But these are people who have been radicalized,

Toda to so bili ljudje z radikalnimi načeli,

because, thanks to the one child policy,

saj so zaradi politike enega otroka

they have lost everyone in their next generation.

v potresu izgubili svoje edine otroke.

Someone who has seen the death of a single child

Kdor se mora soočiti s smrtjo edinega otroka,

now has nothing to lose.

nima po tem veliko izgubiti.

And so the protest kept going.

Tako so se protesti nadaljevali,

And finally the Chinese cracked down.

a kitajska oblast jih ni več mirno opazovala.

That was enough of citizen media.

Državljanskega novinarstva so imeli dovolj.

And so they began to arrest the protesters.

Začeli so aretirati protestnike

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

in odstranjevati medije s protestno vsebino.

China is probably the most successful

Kitajska je verjetno najbolj uspešna država na svetu,

manager of Internet censorship in the world,

glede uveljavljanja cenzure na svetovnem spletu.

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

Pri tem uporablja t.i. Veliki kitajski požarni zid.

And the Great Firewall of China

Veliki kitajski požarni zid

is a set of observation points

predstavlja niz opazovalnih točk,

that assume that media is produced by professionals,

s predpostavo, da medijske vsebine ustvarjajo profesionalci,

it mostly comes in from the outside world,

da večina te vsebine prihaja iz zunanjega sveta

it comes in relatively sparse chunks,

v relativno razpršeni obliki

and it comes in relatively slowly.

in sorazmeroma počasi.

And because of those four characteristics

Te štiri lastnosti dopuščajo filtriranje

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

medijskih vsebin, ki prihajajo v državo.

But like the Maginot Line,

Vendar podobno kot je bila Maginotova linija neučinkovita,

the great firewall of China was facing in the wrong direction

je bil tudi Veliki kitajski požarni zid napačno postavljen,

for this challenge,

da bi bil kos temu izzivu.

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

Nobena od prej naštetih lastnosti ni bila resnična v primeru poročanja o potresu.

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

Medijske vsebine so bile proizvedene lokalno, amatersko

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

in v zelo kratkem času. Poleg tega se jih je nakopičilo preveč,

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

da bi jih bilo mogoče pravočasno cenzurirati.

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

Tako se mora sedaj Kitajska vlada, ki je leta in leta

has quite successfully filtered the web,

precej uspešno nadzorovala internet,

is now in the position of having to decide

odločiti, ali bo dopustila ali zaprla

whether to allow or shut down entire services,

celotne spletne servise.

because the transformation to amateur media

Prehod k amaterski proizvodnji medijskih vsebin

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

je namreč tako silen, da ga ni več mogoče obvladovati.

And in fact that is happening this week.

V resnici se to dogaja ravno ta teden.

On the 20th anniversary of Tiananmen

Ob 20. obletnici pokola na tienanmenskem trgu,

they just, two days ago, announced

le dva dni nazaj, je vlada oznanila,

that they were simply shutting down access to Twitter,

da bo onemogočila dostop do Twitterja.

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

To pa zato, ker vsebine na Twitterju ni mogoče cenzurirati.

They had to turn the spigot entirely off.

Morali so povzročiti popoln twitterski mrk.

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

Te spremembe ne zadevajo le ljudi, ki hočejo cenzurirati sporočila,

They also affect people who want to send messages,

ampak tudi tiste, ki želijo ta sporočila pošiljati.

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

To pomeni resnično preobrazbo celotnega ekosistema

not just a particular strategy.

in ne samo ene strategije.

The classic media problem, from the 20th century

Standardni problem, s katerim so se soočali mediji v 20. stoletju,

is, how does an organization have a message

se navezuje na to, kako lahko neka organizacija,

that they want to get out

ki želi nekaj sporočiti,

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

doseže ciljno skupino ljudi, ki je težje dostopna.

And here is the twentieth century answer.

In tukaj je odgovor na vprašanje 20. stoletja.

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

Pošlji enako sporočilo celotnemu občinstvu.

National message. Targeted individuals.

Ciljna skupina so posamezniki

Relatively sparse number of producers.

in število proizvajalcev sporočil je relativno majhno.

Very expensive to do,

Tako sporočanje je zelo drago

so there is not a lot of competition.

in zato proizvajalci nimajo velike konkurence.

This is how you reach people.

To je en način kako sporočati,

All of that is over.

a je ta način danes že opuščen.

We are increasingly in a landscape where media is global,

Danes postajajo mediji vse bolj globalni,

social, ubiquitous and cheap.

družabni, vsenavzočni in cenovno ugodni.

Now most organizations that are trying to send messages

Danes se je večina organizacij, ki želijo nekaj sporočiti

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

zunanjemu svetu, razpršeni skupini občinstva,

are now used to this change.

že prilagodila tem spremembam.

The audience can talk back.

Občinstvo se lahko odziva na sporočilo.

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

To je lahko malo srhljivo, toda, ker smo vsi ljudje, se je tega mogoče navaditi.

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

Ampak to še ni tista prava nora sprememba v času, v katerem živimo.

The really crazy change is here:

Čisto prava nora sprememba je ta,

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

da so danes organizacije in njihovo občinstvo med seboj povezani.

the fact that former consumers are now producers,

Prejšnji potrošniki so postali proizvajalci.

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

Občinstvo lahko sedaj med seboj direktno komunicira.

because there is a lot more amateurs than professionals,

Amaterskih proizvajalcev medijskih vsebin je veliko več kot profesionalcev.

and because the size of the network,

Omrežja postajajo vse bolj obsežna

the complexity of the network is actually the square

in njihova kompleksnost raste eksponentno

of the number of participants,

glede na število uporabnikov.

meaning that the network, when it grows large,

To pomeni, da ko se omrežje širi,

grows very, very large.

postaja nepredstavljivo obsežno.

As recently at last decade,

Še nedavno, v zadnjem desetletju,

most of the media that was available for public consumption

so večino javno dostopnih medijskih vsebin

was produced by professionals.

ustvarili profesionalci.

Those days are over, never to return.

Ti časi so mimo, vrnitve nazaj ni.

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

Zdaj so zelene črte vir brezplačnih medijskih vsebin.

which brings me to my last story.

In to dejstvo me vodi k moji zadnji zgodbi.

We saw some of the most imaginative use

Med predsedniško kampanjo Baracka Obame

of social media during the Obama campaign.

smo bili priča eni izmed najbolj domiselnih uporab družabnih medijev.

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

In ne mislim najbolj domiselno uporabo v politiki,

I mean most imaginative use ever.

ampak najbolj domiselno uporabo kadarkoli.

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

Ena izmed najbolj domiselnih idej pri tej kampanji

the Obama campaign did, was they famously put up

je bilo oblikovanje spletne strani

MyBarackObama.com, myBO.com

My Barack Obama pika com, myBO.com.

And millions of citizens rushed in to participate,

Na milijone ameriških državljanov je obiskalo spletno stran,

and to try and figure out how to help.

z namenom osebno prispevati k Obamovi kampanji.

An incredible conversation sprung up there.

Na spletu se je vnel živahen pogovor med obiskovalci.

And then, this time last year,

In potem je lani ob tem času

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

Obama naznanil, da bo spremenil svoje glasovanje o FISA,

The Foreign Intelligence Surveillance Act.

zakonu o nadzoru nad tujimi obveščevalci.

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

V januarju je izjavil, da ne bo podpisal predloga zakona,

that granted telecom immunity for possibly warrantless spying

ki bi podelil telekomu imuniteto za možno prisluškovanje brez naloga

on American persons.

ameriškim državljanom.

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

Vse dokler ni poleti, ko je bila njegova predsedniška kampanja na polovici,

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

izjavil: "Še malo sem razmislil o tej zadevi. Premislil sem si.

I'm going to vote for this bill."

Podprl bom ta predlog."

And many of his own supporters

Mnogo njegovih podpornikov je

on his own site went very publicly berserk.

na njegovi spletni strani javno precej nasprotovalo.

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

Oblikovali so skupino, ki so jo prvotno poimenovali "Senator Obama" in jo kasneje

"Please get FISA right."

preimenovali v "Prosim, spremeni zakon FISA".

Within days of this group being created

V nekaj dneh po oblikovanju skupine

it was the fastest growing group on myBO.com;

je bila najbolj rastoča skupina na myBO.com.

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

V nekaj tednih je postala največja skupina.

Obama had to issue a press release.

Obama je moral izdati sporočilo za javnost.

He had to issue a reply.

Moral je odgovoriti.

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

Dejal je: "Vaš odziv sem vzel v vednost

I understand where you are coming from.

in ga tudi razumem.

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

Ampak glede na vse okoliščine bom podprl ta predlog, tako kot sem že prej nameraval.

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

Vendar sem vam želel sporočiti, da razumem vaše nestrinjanje,

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

a to bom moral vzeti v zakup."

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

Njegova izjava ni osrečila nikogar. Potem pa se je pripetilo nekaj nepričakovanega.

People in that group realized

Člani omenjene skupine so se začeli zavedati,

that Obama had never shut them down.

da Obama te skupine ni nikoli odstranil s svoje spletne strani.

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

Nihče izmed sodelujočih v Obamovi kampanji ni nikoli poskušal prikriti obstoja te skupine

or make it harder to join,

ali otežiti pridruževanja,

to deny its existence, to delete it,

ali zanikati njenega obstoja, je izbrisati

to take to off the site.

ali odstraniti.

They had understood that their role

Ti so razumeli svojo vlogo pri upravljanju z

with myBO.com was to convene their supporters

myBO.com, katere namen je bil privabiti Obamove podpornike,

but not to control their supporters.

vendar jih ne nadzorovati.

And that is the kind of discipline

Taka vrsta discipliniranega delovanja

that it takes to make really mature use

je potrebna za zares odraslo uporabo

of this media.

tega medija.

Media, the media landscape that we knew,

Mediji, medijski prostor kot ga poznamo

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

in smo ga bili vajeni, s preprostim konceptom,

to deal with the idea that professionals broadcast

da profesionalci prinašajo

messages to amateurs,

sporočila amaterjem,

is increasingly slipping away.

vse hitreje izginja.

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

V svetu, kjer so mediji globalni, družabni, vsenavzočni in cenovno ugodni,

in a world of media where the former audience

v svetu medijev, kjer prejšnje občinstvo

are now increasingly full participants,

vse bolj postaja aktivni proizvajalec vsebin,

in that world, media is less and less often

v takšnem svetu so mediji vse manj

about crafting a single message

pomembni za oblikovanje posameznega sporočila

to be consumed by individuals.

za posameznika.

It is more and more often

Mediji danes vse pogosteje pomenijo

a way of creating an environment for convening

način oblikovanje okolja za snovanje skupin

and supporting groups.

in njihovo podporo.

And the choice we face,

Izbira, s katero se soočamo -

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

vsakdo, ki ima kaj sporočiti in bi bil rad slišan

anywhere in the world,

kjerkoli po svetu,

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

naj se ne sprašuje ali je to medijski prostor, v katerem želi delovati,

That's the media environment we've got.

kajti to je medijski prostor, ki je na razpolago.

The question we all face now is,

Vprašanje, ki si ga sedaj vsi zastavljamo je:

"How can we make best use of this media?

"Kako lahko najbolje izkoristimo te medije?

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

Četudi to pomeni spreminjanje naših že ustaljenih načinov uporabe."

Thank you very much.

Najlepša hvala.

(Applause)

(Aplavz)