How craving attention makes you less creative | Joseph Gordon-Levitt

Prevodilac: Tijana Ćopić Lektor: Ivana Krivokuća

First of all, thank you for your attention.

Kao prvo, hvala vam svima na pažnji.

There's nothing quite like being in a room full of people like this,

Stvarno je poseban osećaj biti u ovako punoj prostoriji

gde vi svi posvećujete svu svoju pažnju baš meni.

where all of you are giving your attention to me.

It's a powerful feeling, to get attention.

Dobijanje pažnje, snažan je to osećaj.

I'm an actor, so I'm a bit of an expert on, well, nothing, really.

Ja sam glumac, tako da sam stručan u, pa, ničemu zapravo.

(Laughter)

(Smeh)

But I do know what it feels like to get attention --

Ali znam vrlo dobro kakav je osećaj dobijati pažnju.

I've been lucky in my life

Imao sam tu sreću u životu da dobijem pažnje napretek.

to get a lot more than my fair share of attention.

And I'm grateful for that,

I zahvalan sam na tome,

because like I said, it's a powerful feeling.

jer kao što sam rekao, snažan je to osećaj.

But there's another powerful feeling

Ali postoji još jedan snažan osećaj

that I've also been lucky to experience a lot as an actor.

koji sam imao sreće često da osetim kao glumac.

And it's funny, it's sort of the opposite feeling,

Smešno je, pošto je to donekle suprotan osećaj,

jer ne nastaje dobijanjem pažnje.

because it doesn't come from getting attention.

It comes from paying attention.

Već nastaje obraćanjem pažnje.

When I'm acting,

Dok glumim,

I get so focused that I'm only paying attention to one thing.

toliko se usredsredim da usmerim pažnju samo na jednu stvar.

Like when I'm on set and we're about to shoot

Kao kada sam na sceni i snimanje treba da počne

and the first AD calls out "Rolling!"

i pomoćni režiser vikne: „Krećemo!"

And then I hear "speed," "marker," "set,"

I onda čujem „kamera“, „zvuk“, „ide“

and then the director calls "Action!"

i režiser vikne: „Akcija!“

I've heard that sequence so many times,

Toliko puta sam čuo te reči

like, it's become this Pavlovian magic spell for me.

da su postale za mene kakav Pavlovljev trik.

"Rolling," "speed," "marker," "set" and "action."

„Krećemo“, „kamera“, „zvuk“, „ide“, „akcija“.

Something happens to me, I can't even help it.

Nešto mi se dogodi, ne mogu protiv toga.

My attention ...

Moja pažnja...

narrows.

suzi se.

And everything else in the world,

Sve ostalo na svetu,

anything else that might be bothering me or might grab my attention,

bilo šta što bi moglo da mi smeta ili da mi odvuče pažnju,

it all goes away, and I'm just ... there.

sve to nestane, a ja sam samo... tamo.

And that feeling, that is what I love,

Taj osećaj, to je ono što ja volim,

that, to me, is creativity.

to je za mene kreativnost.

And that's the biggest reason I'm so grateful that I get to be an actor.

Baš zato sam toliko zahvalan što mogu da budem glumac.

So, there's these two powerful feelings.

Znači, postoje ova dva snažna osećaja.

There's getting attention and paying attention.

Dobijanje pažnje i obraćanje pažnje.

Of course, in the last decade or so,

Naravno, u poslednjih desetak godina,

new technology has allowed more and more people

tehnologija omogućuje sve većem broju ljudi

to have this powerful feeling of getting attention.

da iskuse ovaj snažan osećaj dobijanja pažnje.

To važi za bilo koji kreativni poduhvat, ne samo glumu.

For any kind of creative expression, not just acting.

It could be writing or photography or drawing, music -- everything.

Pisanje, fotografija, crtanje, sviranje muzike - sve.

The channels of distribution have been democratized,

Kanali distribucije su demokratizovani,

and that's a good thing.

što je dobra stvar.

But I do think there's an unintended consequence

Ali svakako mislim da postoji slučajna posledica toga

for anybody on the planet with an urge to be creative --

za bilo koju osobu na kugli zemaljskoj koja teži da bude kreativna,

myself included, because I'm not immune to this.

što uključuje i mene, pošto nisam ni ja otporan na to.

I think that our creativity

Mislim da naša kreativnost

is becoming more and more of a means to an end --

sve više postaje sredstvo kojim ostvarujemo cilj,

and that end is to get attention.

a taj cilj je dobijanje pažnje.

And so I feel compelled to speak up

Imam potrebu da pričam o ovome

because in my experience,

jer po mom iskustvu,

the more I go after that powerful feeling of paying attention,

što više želim da doživim taj snažni osećaj obraćanja pažnje,

the happier I am.

to sam srećniji.

But the more I go after the powerful feeling of getting attention,

Ali što više težim osećaju dobijanja pažnje,

the unhappier I am.

to sam nesrećniji.

(One person claps)

(Jedna osoba tapše)

And -- thanks.

I... Hvala.

(Laughter)

(Smeh)

(Applause)

(Aplauz)

So this is something that goes way back for me.

Ja još odavno imam iskustva sa ovim.

I think the first time I can remember using my acting to get attention,

Sećam se da sam prvi put iskoristio glumu da bih dobio pažnju

I was eight years old at summer camp.

na letnjem kampu kada sam imao osam godina.

And I'd been going on auditions for about a year by then,

Tada sam već godinu dana išao po audicijama,

and I'd been lucky to get some small parts

i imao sam sreće da dobijem par manjih uloga

in TV shows and commercials,

u TV serijama i reklamama,

and I bragged about it a lot, that summer at camp.

i hvalio sam se time poprilično tog leta na kampu.

And at first, it worked.

Na početku, upalilo je.

The other kids gave me a bunch of extra attention,

Druga deca su mi davala mnogo dodatne pažnje,

because I had been on "Family Ties."

jer sam dobio ulogu u seriji „Porodične veze“.

That's a picture of me on "Family Ties."

Ovo je slika mene u „Porodičnim vezama“.

(Laughter)

(Smeh)

Then, the tide turned --

I onda su se stvari preokrenule.

I think I took it too far with the bragging.

Mislim da sam preterao sa svojim hvalisanjem.

And then, the other kids started to make fun of me.

Druga deca su tada počela da me ismevaju.

I remember there was this one girl I had a crush on, Rocky.

Bila je tamo i jedna devojčica koja mi se dopadala, Roki.

Her name was Rachel, she went by Rocky.

Zvala se Rejčel, a zvali su je Roki.

And she was beautiful, and she could sing,

Bila je prelepa i umela je da peva,

and I was smitten with her, and I was standing there, bragging.

očarala me je skroz, te sam stajao tamo i hvalio se.

And she turned to me and she called me a show-off.

Onda mi se ona obratila i nazvala me običnim hvalisavcem.

Which I 100 percent deserved.

Što sam u potpunosti zaslužio.

But you know, it still really hurt.

Ali znate, baš me je povredilo.

And ever since that summer,

I od tog leta,

I've had a certain hesitance to seek attention for my acting.

oklevao sam da tražim pažnju za svoju glumu.

Sometimes, people would ask me,

Ponekad bi me ljudi pitali:

"Wait a minute, if you don't like the attention,

„Čekaj malo, ako ne voliš pažnju,

then why are you an actor?"

zašto se baviš glumom?“

And I'd be like,

A ja bih im rekao: „To nije poenta glume, čoveče, gluma je umetnost.“

"Because that's not what acting's about, man, it's about the art."

I oni bi mi odgovorili sa: „Važi, brate.“

And they'd be like, "OK, OK, dude."

(Smeh)

(Laughter)

And then Twitter came out.

I onda se pojavio Tviter.

And I got totally hooked on it, just like everybody else,

Zalepio sam se za njega, kao i svi ostali,

which made me into a complete hypocrite.

što me je pretvorilo u pravog licemera.

Because at that point,

Jer u tom periodu,

I was absolutely using my acting to get attention.

itekako sam koristio svoju glumu da bih dobijao pažnju.

I mean, what, did I think I was just getting all these followers

Mislim, šta, da nisam možda dobijao sve te pratioce

because of my brilliant tweets?

zbog svojih genijalnih tvitova?

I actually did think that -- I was like --

Zapravo, jesam mislio da je to razlog...

(Laughter)

(Smeh)

"They don't just like me because they saw me in 'Batman,'

„Nije da me vole samo zato što su me videli u „Betmenu“,

they like what I have to say, I've got a way with words."

vole ono što imam da kažem, šarmiram ih rečima.“

(Laughter)

(Smeh)

And then in no time at all,

I za tili čas,

it started having an impact on my dearly beloved creative process.

to je sve počelo da utiče na moj voljeni kreativni proces.

It still does.

Još uvek i utiče.

I try not to let it.

Trudim se da to ne dopustim.

But you know, I'd be sitting there, like, reading a script.

Ali znate, ja tako sedim i čitam scenario,

And instead of thinking,

i umesto da pomislim:

"How can I personally identify with this character?"

„Kako mogu da se poistovetim sa ovim likom?“

Or "How is the audience going to relate to this story?"

Ili: „Kako će publika da reaguje na ovu priču?“

I'm like, "What are people going to say about this movie on Twitter?"

Ja pomislim: „Šta će ljudi na Tviteru da kažu o ovom filmu?“

And "What will I say back

„Šta ću ja da im odgovorim

a da bude dovoljno sarkastično da dobije mnogo retvitova,

that will be good and snarky enough to get a lot of retweets,

ali da ne budem baš grub pošto se ljudi lako uvrede, a ne želim da me odbace?"

but not too harsh,

because people love to get offended, and I don't want to get canceled?"

Ove misli mi se vrzmaju po glavi

These are the thoughts that enter my mind

kada bi trebalo da čitam scenario, pokušavajući da budem umetnik.

when I'm supposed to be reading a script, trying to be an artist.

And I'm not here to tell you

I nisam ovde da vam kažem

da je tehnologija neprijatelj kreativnosti.

that technology is the enemy of creativity.

I don't think that.

To ni ne mislim.

I think tech is just a tool.

Mislim da je tehnologija alat.

It has the potential to foster unprecedented human creativity.

Ona ima potencijal da gaji neviđenu ljudsku kreativnost.

Like, I even started an online community called HITRECORD,

Ja sam čak osnovao onlajn zajednicu koja se zove HITRECORD,

where people all over the world

preko koje ljudi sa celog sveta

collaborate on all kinds of creative projects,

sarađuju na raznim kreativnim projektima,

so I don't think that social media or smartphones or any technology

tako da ne mislim da su društvene mreže, pametni telefoni ili tehnologija generalno

is problematic in and of itself.

sami po sebi problem.

But ...

Ali...

if we're going to talk about the perils of creativity

Ako pričamo o riziku pretvaranja kreativnosti

becoming a means to get attention,

u sredstvo za dobijanje pažnje,

then we have to talk about the attention-driven business model

onda moramo da pričamo o poslovnom modelu usmerenom na pažnju

of today's big social media companies, right?

koji imaju današnje velike medijske kompanije, zar ne?

(Applause)

(Aplauz)

This will be familiar territory for some of you,

Ovo će biti poznata teritorija za neke od vas,

but it's a really relevant question here:

ali je stvarno relevantno pitanje ovde.

How does a social media platform

Na koji način društvena platforma,

like, for example, Instagram, make money?

kao na primer Instagram, zarađuje novac?

It's not selling a photo-sharing service --

Ne prodaje nam mogućnost deljenja slika,

that part's free.

taj deo je besplatan.

So what is it selling?

Šta nam onda prodaje?

It's selling attention.

Prodaje pažnju.

It's selling the attention of its users to advertisers.

Prodaje pažnju svojih korisnika onima koji se reklamiraju.

And there's a lot of discussion right now

Trenutno se vodi mnogo rasprava o tome

about how much attention we're all giving to things like Instagram,

koliko pažnje svi mi dajemo Instagramu i sličnim aplikacijama,

but my question is:

ali moje pitanje je kako Instagram dobija toliko pažnje?

How is Instagram getting so much attention?

We get it for them.

Mi mu je dajemo.

Anytime somebody posts on Instagram,

Svaki put kada neko postavi sliku na Instagram,

they get a certain amount of attention from their followers,

on dobije određenu dozu pažnje od svojih pratilaca,

whether they have a few followers or a few million followers.

makar imao samo par pratilaca ili čak par miliona.

And the more attention you're able to get,

I što više pažnje možete da dobijete,

the more attention Instagram is able to sell.

to više pažnje Instagram može da proda.

So it's in Instagram's interest

Instagramu je u interesu

for you to get as much attention as possible.

da vi dobijete što je više pažnje moguće.

And so it trains you to want that attention,

Dresira vas da imate potrebu za pažnjom,

to crave it, to feel stressed out when you're not getting enough of it.

da žudite za njom, da osetite stres ako je ne dobijate dovoljno.

Instagram gets its users addicted

Instagram navuče svoje korisnike

to the powerful feeling of getting attention.

na taj snažni osećaj dobijanja pažnje.

I znam da svi u šali govorimo: „Bože, ceo život mi zavisi od telefona,“

And I know we all joke, like, "Oh my God, I'm so addicted to my phone,"

but this is a real addiction.

ali to stvarno jeste zavisnost.

There's a whole science to it.

Cela nauka stoji iza toga.

If you're curious, I recommend the work of Jaron Lanier,

Ako vas zanima, preporučujem dela Džarona Lanijera,

Tristan Harris, Nir Eyal.

Tristana Harisa, Nira Ejala.

But here's what I can tell you.

Ali evo šta mogu da vam kažem.

Being addicted to getting attention

Biti zavisnik od dobijanja pažnje

is just like being addicted to anything else.

je isto kao i biti zavisnik od nečeg drugog.

It's never enough.

Nikada vam nije dosta.

You start out and you're thinking,

Počnete s tim i onda pomislite:

"If only I had 1,000 followers, that would feel amazing."

„Kada bih samo imao 1000 pratilaca, onda bih se osećao odlično."

But then you're like, "Well, once I get to 10,000 followers,"

I posle pomislite: „Oh, samo da dobijem 10 000 pratilaca,"

and, "Once I get to 100 --

„Kada dobijem 100 -

Once I get to a million followers, then I'll feel amazing."

„Kada dobijem milion pratilaca, onda ću odlično da se osećam."

So I have 4.2 million followers on Twitter --

Ja imam 4,2 miliona pratilaca na Tviteru,

it's never made me feel amazing.

nikada se nisam osećao odlično zbog toga.

I'm not going to tell you how many I have on Instagram,

Neću vam reći koliko pratilaca imam na Instagramu,

jer se iskreno sramotim koliko je ta cifra niska,

because I feel genuine shame about how low the number is,

because I joined Instagram after "Batman" came out.

pošto sam napravio profil na Instagramu tek nakon što je izašao „Betmen".

(Laughter)

(Smeh)

And I search other actors,

I pretražim druge glumce

and I see that their number is higher than mine,

i vidim da je njihova cifra veća od moje,

and it makes me feel terrible about myself.

i onda se osećam grozno.

Because the follower count

Pošto broj pratilaca

makes everybody feel terrible about themselves.

tera svakoga da se oseća grozno.

That feeling of inadequacy is what drives you to post,

Zbog tog osećaja neadekvatnosti stavljate nove slike,

so you can get more attention,

da bi dobili više pažnje,

and then that attention that you get is what these companies sell,

a medijske kompanije prodaju tu pažnju koju vi dobijete,

that's how they make their money.

baš tako zarađuju novac.

So there is no amount of attention you can get

Nema te količine pažnje

where you feel like you've arrived,

koja bi vas u potpunosti zadovoljila,

and you're like, "Ah, I'm good now."

kada biste pomislili: „Ah, sada sam dobro".

And of course, there are a lot of actors who are more famous than I am,

Naravno, postoje mnogi glumci koji su mnogo poznatiji nego ja,

have more followers than I do,

koji imaju mnogo više pratilaca,

but I bet you they would tell you the same thing.

ali kladim se da bi vam rekli istu stvar.

If your creativity is driven by a desire to get attention,

Ako vašu kreativnost gura glad za pažnjom,

you're never going to be creatively fulfilled.

nikada se nećete osećati kreativno ispunjeno.

But I do have some good news.

Ali, imam ipak neke dobre vesti.

There is this other powerful feeling.

Postoji jedan drugi snažni osećaj.

Something else you can do with your attention

Nešto drugo što možete da uradite sa svojom pažnjom,

besides letting a giant tech company control it and sell it.

osim da dozvolite velikoj kompaniji da je kontroliše i prodaje.

This is that feeling I was talking about,

O ovom osećaju sam bio pričao,

why I love acting so much --

zbog kog toliko volim glumu -

it's being able to pay attention to just one thing.

usmeravanje pažnje samo na jednu stvar.

Turns out there's actually some science behind this too.

Nauka zapravo podržava sve ovo.

Psychologists and neuroscientists --

Psiholozi i neuronaučnici

they study a phenomenon they call flow,

izučavaju fenomen koji nazivaju „tok“.

which is this thing that happens in the human brain

To je ono što se desi ljudskom mozgu

kada neko usmeri pažnju samo na jednu stvar,

when someone pays attention to just one thing,

like something creative,

kao na nešto kreativno,

and manages not to get distracted by anything else.

i ne dozvoli ničemu da mu odvrati pažnju.

And some say the more regularly you do this, the happier you'll be.

Neki kažu da što više radimo to, to ćemo biti srećniji.

Now I'm not a psychologist or a neuroscientist.

Sad, ja nisam psiholog ili neuronaučnik.

But I can tell you, for me, that is very true.

Ali mogu da vam kažem iz ličnog iskustva da to jeste istina.

It's not always easy, it's hard.

Nije uvek lako, teško je zapravo.

To really pay attention like this takes practice,

Da bi se zaista obraćala pažnja potrebna je vežba,

everybody does it their own way.

svako to radi na svoj način.

But if there's one thing I can share

Ali mogu da podelim sa vama jednu stvar

that I think helps me focus and really pay attention, it's this:

koja meni pomaže da se fokusiram i zapravo obraćam pažnju.

I try not to see other creative people as my competitors.

Pokušavam da ne gledam na druge kreativne ljude kao konkurenciju.

I try to find collaborators.

Pokušavam da nađem saradnike.

Like, if I'm acting in a scene,

Na primer, ako glumim u sceni,

if I start seeing the other actors as my competitors, and I'm like,

i krenem da gledam na druge glumce kao da su mi konkurencija, pomislim:

"God, they're going to get more attention than I am,

„Joj bože, dobiće više pažnje nego ja,

više će se pričati o njihovom nastupu nego o mom.“

people are going to be talking about their performance more than mine" --

I've lost my focus.

Tada gubim fokus.

I verovatno ću biti grozan u toj sceni.

And I'm probably going to suck in that scene.

But when I see the other actors as collaborators,

Ali kada gledam na druge glumce kao saradnike,

then it becomes almost easy to focus,

tada fokusiranje skoro postaje lako,

because I'm just paying attention to them.

pošto samo na njih obraćam pažnju.

And I don't have to think about what I'm doing --

Ne moram ni da mislim o tome šta radim.

I react to what they're doing,

Samo reagujem na ono što oni rade,

oni reaguju na ono što ja radim,

they react to what I'm doing,

and we can kind of keep each other in it together.

i tako se međusobno podržavamo.

But I don't want you to think it's only actors on a set

I ne želim da mislite da samo glumci na sceni

mogu da sarađuju na ovakav način.

that can collaborate in this way.

I could be in whatever kind of creative situation.

To može da se desi u bilo kojoj kreativnoj situaciji.

It could be professional, could be just for fun.

Može da bude profesionalno, ili samo zabave radi.

I could be collaborating with people I'm not even in the same room with.

Mogu da sarađujem sa ljudima čak i ako se ne nalazimo u istoj prostoriji.

In fact, some of my favorite things I've ever made,

Zapravo, neke od omiljenih stvari koje sam stvorio,

stvorio sam sa ljudima koje nikada nisam uživo upoznao.

I made with people that I never physically met.

And by the way,

Inače,

this, to me, is the beauty of the internet.

to je ono što meni predstavlja lepotu interneta.

If we could just stop competing for attention,

Ako bismo samo prestali da se takmičimo oko pažnje,

then the internet becomes a great place to find collaborators.

internet bi tada postao odlično mesto za pronalaženje saradnika.

And once I'm collaborating with other people,

I kada sarađujem sa drugima,

whether they're on set, or online, wherever,

bilo to na sceni, preko interneta, gdegod,

that makes it so much easier for me to find that flow,

pronalaženje onog toka postane toliko lakše,

because we're all just paying attention

jer svi mi samo usmeravamo pažnju

to the one thing that we're making together.

na tu jednu stvar koju zajedno pravimo.

And I fell like I'm part of something larger than myself,

Dobijem osećaj da sam deo nečeg većeg i bitnijeg,

and we all sort of shield each other

i svi nekako štitimo jedno drugo

from anything else that might otherwise grab our attention,

od bilo čega što bi inače moglo da nam odvuče pažnju,

and we can all just be there.

svi možemo jednostavno da budemo... tamo.

At least that's what works for me.

To je bar ono što meni odgovara.

Sometimes.

Ponekad.

Sometimes -- it doesn't always work.

Ponekad, ne upali baš uvek.

Sometimes, I still totally get wrapped up in that addictive cycle

Ponekad me potpuno uvuče taj zavisnički vrtlog

of wanting to get attention.

potrage za pažnjom.

I mean, like, even right now,

Čak i sada,

can I honestly say there's not some part of me here who's like,

da li mogu iskreno da kažem da deo mene ne želi da vikne:

"Hey, everybody, look at me, I'm giving a TED Talk!"

„Hej ljudi, vidite mene, ja držim TED govor!"

(Laughter)

(Smeh)

There is -- there's, you know, some part.

Postoji taj deo, mali deo.

But I can also honestly say

Ali takođe mogu iskreno da kažem

that this whole creative process of writing and giving this talk,

da ceo kreativni proces pisanja i držanja ovog govora

it's been a huge opportunity for me to focus

predstavlja jednu veliku priliku za mene da se fokusiram

and really pay attention to something I care a lot about.

i stvarno obratim pažnju na nešto do čega mi je veoma stalo.

So regardless of how much attention I do or don't get as a result,

Bez obzira na to koliko pažnje dobijem ili ne dobijem na kraju,

I'm happy I did it.

drago mi je što sam ga održao.

And I'm grateful to all of you for letting me.

I zahvalan sam svima vama što ste mi to dopustili.

So thank you, that's it,

Hvala vam, to je to,

you can give your attention to someone else now.

sada možete nekom drugom da posvetite svoju pažnju.

Thanks again.

Hvala vam ponovo.

(Applause)

(Aplauz)