David Puttnam: What happens when the media's priority is profit?

Prevodilac: Jovana Kentic Lektor: Mile Živković

I'd like to start, if I may,

Počeo bih, ako mi dozvolite,

with the story of the Paisley snail.

pričom o pužu iz Pejzlija.

On the evening of the 26th of August, 1928,

U veče 26. avgusta 1928. godine,

May Donoghue took a train from Glasgow

Mej Donahju je uhvatila voz iz Glazgova

to the town of Paisley, seven miles east of the city,

do grada Pejzlija, 11 kilometara istočno od grada,

and there at the Wellmeadow Café,

i tamo je u kafe Velmedou

she had a Scots ice cream float,

pila škotski koktel sa sladoledom,

a mix of ice cream and ginger beer

mešavinu sladoleda i piva od đumbira,

bought for her by a friend.

koji joj je kupio prijatelj.

The ginger beer came in a brown, opaque bottle

Pivo od đumbira je bilo u smeđoj, neprovidnoj flaši

labeled "D. Stevenson, Glen Lane, Paisley."

sa nalepnicom na kojoj je pisalo: ,,D. Stivenson, Ulica Glen, Pejzli''.

She drank some of the ice cream float,

Popila je jedan deo

but as the remaining ginger beer was poured

ali kako je ostatak đumbirovog piva bio sipan u njenu čašu,

into her tumbler,

a decomposed snail

puž u stanju raspadanja

floated to the surface of her glass.

isplivao je na površinu iste.

Three days later, she was admitted

Tri dana kasnije, primljena je

to the Glasgow Royal Infirmary

u bolnicu u Glazgovu

and diagnosed with severe gastroenteritis

gde su joj ustanovljeni težak slučaj upale probavnog trakta i šok.

and shock.

The case of Donoghue vs. Stevenson that followed

Slučaj Donahju protiv Stivensona, koji je usledio

set a very important legal precedent:

postavio je važan pravni presedan:

Stevenson, the manufacturer of the ginger beer,

Za Stivensona, proizvođača đumbirovog piva,

was held to have a clear duty of care

smatrano je da ima dužnu pažnju

towards May Donoghue,

prema Mej Donahju,

even though there was no contract between them,

iako oni nisu imali nikakav ugovor,

and, indeed, she hadn't even bought the drink.

i iako ona nije čak ni kupila piće.

One of the judges, Lord Atkin, described it like this:

Jedan od sudija, Lord Atkin, opisao je to ovako:

You must take care to avoid acts or omissions

Morate se pobrinuti da izbegnete dela ili propuste

which you can reasonably foresee

za koje možete da pretpostavite

would be likely to injure your neighbor.

da je moguće da povrede vašeg suseda.

Indeed, one wonders that without a duty of care,

Svakako, bez obaveze dužne pažnje, moramo se zapitati

how many people would have had to suffer

koliko bi ljudi moralo da dobije

from gastroenteritis before Stevenson eventually went out of business.

gastroenteritis pre nego što bi Stivensonova proizvodnja bila prekinuta.

Now please hang on to that Paisley snail story,

Molim vas, zapamtite tu priču o pužu iz Pejzlija,

because it's an important principle.

zato što ona predstavlja bitan princip.

Last year, the Hansard Society, a nonpartisan charity

Prošle godine, Udruženje Hansard, nevladina dobrotvorna organizacija

which seeks to strengthen parliamentary democracy

koja se zalaže za očuvanje parlamentarne demokratije

and encourage greater public involvement in politics

i ohrabrivanje većeg uključivanja javnosti u politiku,

published, alongside their annual audit

objavilo je, pored svog godišnjeg pregleda

of political engagement, an additional section

političkih aktivnosti, dodatni deo

devoted entirely to politics and the media.

posvećen u potpunosti politici i medijima.

Here are a couple of rather depressing observations

Ovo su samo neki od prilično deprimirajućih zaključaka

from that survey.

tog istraživanja.

Tabloid newspapers do not appear

Tabloidi ni na koji način

to advance the political citizenship of their readers,

ne unapređuju političku svest svojih čitalaca,

relative even to those

koja je slična onima koji

who read no newspapers whatsoever.

uopšte ne čitaju novine.

Tabloid-only readers are twice as likely to agree

Verovatnoća da će se čitaoci isključivo tabloida složiti

with a negative view of politics

sa negativnim pogledom na politiku je dvaput veća

than readers of no newspapers.

nego kod ljudi koji ne čitaju novine.

They're not just less politically engaged.

Oni ne samo da su manje politički aktivni.

They are consuming media that reinforces

Oni prate medije koji ohrabruju

their negative evaluation of politics,

njihovo negativno vrednovanje politike,

thereby contributing to a fatalistic and cynical

doprinoseći fatalističkom i ciničnom

attitude to democracy and their own role within it.

stavu prema demokratiji i njihovoj ulozi unutar iste.

Little wonder that the report concluded that

Nije ni čudo što je zaključak izveštaja da

in this respect, the press, particularly the tabloids,

u ovom slučaju, štampa, a posebno tabloidi,

appear not to be living up to the importance

ne ispunjavaju i ne shvataju važnost

of their role in our democracy.

svoje uloge u našoj demokratiji.

Now I doubt if anyone in this room would seriously

Sumnjam da bi iko od ovde prisutnih mogao

challenge that view.

ozbiljno da ospori takvo viđenje stvari.

But if Hansard are right, and they usually are,

Ali, ako je Hansard u pravu, a obično to jesu,

then we've got a very serious problem on our hands,

onda se suočavamo sa veoma ozbiljnim problemom,

and it's one that I'd like to spend the next 10 minutes

i ja bih želeo da se u narednih deset minuta

focusing upon.

fokusiram na njega.

Since the Paisley snail,

Od slučaja sa pužem iz Pejzlija,

and especially over the past decade or so,

a posebno tokom poslednje decenije,

a great deal of thinking has been developed

mnoga mišljenja su nastala

around the notion of a duty of care

o samoj definiciji dužne pažnje

as it relates to a number of aspects of civil society.

i njenoj povezanosti sa brojnim aspektima civilnog stanovništva.

Generally a duty of care arises when one individual

Uopšteno, dužna pažnja nastaje kada pojedinac

or a group of individuals undertakes an activity

ili grupa pojedinaca započne aktivnost

which has the potential to cause harm to another,

za koju postoji mogućnost da može da naudi drugima,

either physically, mentally or economically.

bilo fizički, mentalno ili ekonomski.

This is principally focused on obvious areas,

Ovo se posebno odnosi na neke očigledne oblasti,

such as our empathetic response to children and young people,

poput našeg saosećanja za decu i mlade,

to our service personnel, and to the elderly and infirm.

za osoblje, i za stare i nemoćne.

It is seldom, if ever, extended to equally important arguments

Retko se, ako i ikad, to prenosi na jednako važna pitanja

around the fragility of our present system of government,

o krhkosti sadašnjeg sistema vlade,

to the notion that honesty, accuracy and impartiality

do predstave o tome da su iskrenost, tačnost i neutralnost

are fundamental to the process of building

presudni za proces izgradnje

and embedding an informed,

i primene informisane,

participatory democracy.

demokratije u kojoj svi učestvuju.

And the more you think about it,

I što više o tome razmišljate,

the stranger that is.

čudnije izgleda.

A couple of years ago, I had the pleasure

Pre par godina, imao sam zadovoljstvo

of opening a brand new school

da otvorim novu školu

in the northeast of England.

na severoistoku Engleske.

It had been renamed by its pupils as Academy 360.

Učenici su je nazvali Akademija 360.

As I walked through their impressive,

Dok sam hodao kroz impresivni,

glass-covered atrium,

staklom prekriven atrijum,

in front of me, emblazoned on the wall

ispred sebe, ispisano na zidu

in letters of fire

slovima nalik na vatru

was Marcus Aurelius's famous injunction:

ugledao sam poznatu naredbu Marka Aurelija:

If it's not true, don't say it;

Ako nije istina, nemoj reći;

if it's not right, don't do it.

ako nije ispravno, nemoj uraditi.

The head teacher saw me staring at it,

Profesor me je video kako gledam u to

and he said, "Oh, that's our school motto."

i rekao je: ,,To je moto naše škole''.

On the train back to London,

Dok sam išao vozom nazad za London,

I couldn't get it out of my mind.

nisam mogao to da izbacim iz glave.

I kept thinking, can it really have taken us

Razmišljao o tome da li nam je zaista bilo potrebno

over 2,000 years to come to terms

preko 2000 godina da dođemo do toga

with that simple notion

da ta jednostavna rečenica

as being our minimum expectation of each other?

predstavlja ono što najmanje očekujemo jedni od drugih.

Isn't it time that we develop this concept

Zar nije vreme da razvijemo koncept

of a duty of care

dužne pažnje

and extended it to include a care

i proširimo ga da uključi brigu

for our shared but increasingly endangered democratic values?

o zajedničkim, ali sve ugroženijim demokratskim vrednostima?

After all, the absence of a duty of care

Pored svega, odsustvo dužne pažnje

within many professions

u mnogim profesijama

can all too easily amount to accusations of negligence,

može prelako dovesti do optužbi za nehat,

and that being the case, can we be really comfortable with the thought

a kada je to slučaj, možemo li zaista živeti sa mišlju

that we're in effect being negligent

da smo nehajni

in respect of the health of our own societies

prema zdravlju sopstvenog društva

and the values that necessarily underpin them?

i vrednostima koje ga suštinski održavaju?

Could anyone honestly suggest, on the evidence,

Da li bi iko mogao da kaže, argumentovano,

that the same media which Hansard so roundly condemned

da su isti mediji koje je Hansard osudio

have taken sufficient care to avoid behaving

preduzeli dovoljne mere da izbegnu ponašanje

in ways which they could reasonably have foreseen

za koje su lako mogli da predvide

would be likely to undermine or even damage

da će urušiti ili oštetiti

our inherently fragile democratic settlement.

naše krhke demokratske vrednosti?

Now there will be those who will argue

Sigurno ima onih koji će tvrditi

that this could all too easily drift into a form

da bi se ovo lako moglo svesti

of censorship, albeit self-censorship,

pod cenzuru, iako autocenzuru,

but I don't buy that argument.

ali ne prihvatam taj argument.

It has to be possible

Sigurno je moguće

to balance freedom of expression

izbalansirati slobodu govora

with wider moral and social responsibilities.

sa širim moralnim i društvenim vrednostima.

Let me explain why by taking the example

Objasniću i zašto primerom uzetim

from my own career as a filmmaker.

iz karijere koju sam imao kao reditelj.

Throughout that career, I never accepted

Sve to vreme, nikada nisam prihvatio

that a filmmaker should set about putting

da reditelj treba da se upusti u stavljanje

their own work outside or above what he or she

sopstvenog posla izvan ili iznad onoga za šta

believed to be a decent set of values

veruje da je dostojno vrednosti

for their own life, their own family,

kojima se vodi u životu, sopstvene porodice,

and the future of the society in which we all live.

i budućnosti društva u kom svi mi živimo.

I'd go further.

Otići ću i dalje.

A responsible filmmaker should never devalue their work

Odgovoran reditelj nikada ne bi trebalo da obezvredi svoj rad

to a point at which it becomes less than true

do tačke u kojoj taj rad postaje išta manje od istine

to the world they themselves wish to inhabit.

o svetu koji on sam želi da nastanjuje.

As I see it, filmmakers, journalists, even bloggers

Sa moje tačke gledišta, reditelji, novinari, pa čak i blogeri,

are all required to face up to the social expectations

moraju se suočiti sa društvenim očekivanjima

that come with combining the intrinsic power of their medium

koja dolaze sa kombinovanjem moći koju ima njihov medij

with their well-honed professional skills.

i njihovim izoštrenim profesionalnim umećem.

Obviously this is not a mandated duty,

Očigledno, ovo nije obavezna dužnost,

but for the gifted filmmaker and the responsible journalist

ali za talentovanog reditelja i odgovornog novinara,

or even blogger, it strikes me as being utterly inescapable.

ili blogera, čini mi se da je neophodna.

We should always remember that our notion

Moramo uvek imati na umu da je naša ideja

of individual freedom and its partner, creative freedom,

o ličnoj slobodi i njenom pratiocu, umetničkoj slobodi,

is comparatively new

još uvek prilično nova

in the history of Western ideas,

u istoriji ideja zapadne kulture,

and for that reason, it's often undervalued

i iz tog razloga je često potcenjena

and can be very quickly undermined.

i brzo može biti narušena.

It's a prize easily lost,

To je privilegija koja se lako gubi,

and once lost, once surrendered,

a jednom izgubljena, jednom predana,

it can prove very, very hard to reclaim.

može se pokazati kao nešto što se jako teško dobije nazad.

And its first line of defense

U prvoj liniji odbrane

has to be our own standards,

moraju biti naši sopstveni standardi,

not those enforced on us by a censor or legislation,

ne oni koji su nam propisani od strane cenzora ili zakonodavstva,

our own standards and our own integrity.

već naši sopstveni standardi i integritet.

Our integrity as we deal with those

Integritet sa kojim se suočavamo

with whom we work

sa onima sa kojima radimo

and our own standards as we operate within society.

i standardi kojima funkcionišemo unutar društva.

And these standards of ours

I ovi naši standardi

need to be all of a piece with a sustainable social agenda.

treba da budu jedno sa održivim društvenim poretkom.

They're part of a collective responsibility,

Oni su deo kolektivne odgovornosti,

the responsibility of the artist or the journalist

odgovornosti umetnika i novinara

to deal with the world as it really is,

da se nose sa svetom onakvim kakav on zaista jeste,

and this, in turn, must go hand in hand

a ovo, za uzvrat, mora ići zajedno

with the responsibility of those governing society

sa odgovornošću onih koji vode društvo

to also face up to that world,

da se isto tako suoče sa tim svetom,

and not to be tempted to misappropriate

ne padajući u iskušenje da se koriste

the causes of its ills.

razlozima njegove bolesti.

Yet, as has become strikingly clear

Ipak, kao što je i postalo jasno

over the last couple of years,

u poslednjih par godina,

such responsibility has to a very great extent

takva odgovornost je u velikoj meri

been abrogated by large sections of the media.

napuštena od strane ogromnog broja medija.

And as a consequence, across the Western world,

Kao posledica toga, u čitavom Zapadnom svetu,

the over-simplistic policies of the parties of protest

previše pojednostavljena načela onih koji se bune

and their appeal to a largely disillusioned,

i njihov apel uveliko razočaranoj

older demographic,

starijoj populaciji

along with the apathy and obsession with the trivial

uz ravnodušnost i bavljenje trivijalnostima

that typifies at least some of the young,

koje generalizuju mlade,

taken together, these and other similarly

sve zajedno, ova i druga slična

contemporary aberrations

savremena odstupanja

are threatening to squeeze the life

prete da iscede život

out of active, informed debate and engagement,

iz aktivne, potkrepljene debate i učestvovanja,

and I stress active.

sa naglaskom na aktivnost.

The most ardent of libertarians might argue

Najvatreniji zastupnici ljudskih prava mogu tvrditi

that Donoghue v. Stevenson should have been thrown out of court

da je sud trebalo da odbaci slučaj Donahju protiv Stivensona

and that Stevenson would eventually have gone out of business

i da bi Stivenson na kraju svakako morao da prekine proizvodnju

if he'd continued to sell ginger beer with snails in it.

ukoliko bi nastavio da prodaje pivo u kom ima puževa.

But most of us, I think, accept some small role

Mislim ipak da većina nas prihvata

for the state to enforce a duty of care,

da država propiše dužnu pažnju,

and the key word here is reasonable.

ali ključna reč ovde je ,,razumno''.

Judges must ask, did they take reasonable care

Sudije mogu postaviti pitanja poput, da li su preduzete razumne mere

and could they have reasonably foreseen

i da li su se mogle predvideti posledice nekih dela?

the consequences of their actions?

Far from signifying overbearing state power,

Daleko od naglašavanja dominantne moći države,

it's that small common sense test of reasonableness

voleo da primenimo mali test zdravog razuma

that I'd like us to apply to those in the media

na one u medijima

who, after all, set the tone and the content

koji, nakon svega, postavljaju sadržaj i ton

for much of our democratic discourse.

velikog dela našeg demokratskog diskursa.

Democracy, in order to work, requires that

Demokratija, da bi funkcionisala, zahteva da

reasonable men and women take the time to understand and debate

razumni ljudi izdvoje vreme da razumeju i razgovaraju

difficult, sometimes complex issues,

o teškim, ponekad jako kompleksnim stvarima,

and they do so in an atmosphere which strives

i da to čine u atmosferi koja teži

for the type of understanding that leads to,

razumevanju koje vodi makar do,

if not agreement, then at least a productive

ako ne dogovora, onda produktivnog

and workable compromise.

kompromisa.

Politics is about choices,

Politika se svodi na izbore,

and within those choices, politics is about priorities.

a unutar tih izbora, svodi se na prioritete.

It's about reconciling conflicting preferences

Radi se o pomirenju suprotnih prioriteta

wherever and whenever possibly based on fact.

kad god i gde god je to moguće zasnovano na činjenicama.

But if the facts themselves are distorted,

Ukoliko su same činjenice iskrivljene,

the resolutions are likely only to create further conflict,

vrlo je verovatno da će rešenja samo dovesti do daljeg konflikta,

with all the stresses and strains on society

sa svim problemima i ograničenjima u društvu

that inevitably follow.

koja će neizbežno uslediti.

The media have to decide:

Mediji moraju da odluče:

Do they see their role as being to inflame

da li vide svoju ulogu kao senzacionalističku

or to inform?

ili kao informativnu?

Because in the end, it comes down to a combination

Jer na kraju, sve se svodi na kombinaciju

of trust and leadership.

poverenja i vođstva.

Fifty years ago this week, President John F. Kennedy

Pre pedeset godina, ove nedelje, predsednik Džon F. Kenedi

made two epoch-making speeches,

održao je dva revolucionarna govora;

the first on disarmament and the second on civil rights.

prvi o razoružanju, i drugi o građanskim pravima.

The first led almost immediately

Prvi je gotovo odmah

to the Nuclear Test Ban Treaty,

doveo do Sporazuma o zabrani nuklearnih proba,

and the second led to the 1964 Civil Rights Act,

a drugi je doveo do Povelje o građanskim pravima 1964. godine,

both of which represented giant leaps forward.

i oba predstavljaju ogromne skokove u napredak.

Democracy, well-led and well-informed,

Demokratija, sa dobrim vođstvom i dobrom informisanošću,

can achieve very great things,

može da postigne velike stvari,

but there's a precondition.

ali postoji jedan preduslov.

We have to trust that those making those decisions

Moramo da verujemo da oni koji donose odluke

are acting in the best interest not of themselves

to rade ne u svom najboljem interesu,

but of the whole of the people.

već u interesu celog naroda.

We need factually-based options,

Potrebne su nam opcije zasnovane na činjenicama,

clearly laid out,

jasno predočenim,

not those of a few powerful

ali ne one opcije nekoliko moćnih

and potentially manipulative corporations

i potencijalno manipulativnih korporacija

pursuing their own frequently narrow agendas,

koje jure svoje interese,

but accurate, unprejudiced information

već jasne, nepristrasne informacije

with which to make our own judgments.

pomoću kojih ćemo izvesti sopstvene zaključke.

If we want to provide decent, fulfilling lives

Ukoliko želimo da obezbedimo pristojan, ispunjen život

for our children and our children's children,

za našu decu, i za decu naše dece,

we need to exercise to the very greatest degree possible

moramo do najviše moguće mere da usavršimo

that duty of care for a vibrant,

dužnu pažnju za živu,

and hopefully a lasting, democracy.

i nadajmo se trajnu, demokratiju.

Thank you very much for listening to me.

Hvala vam što ste me saslušali.

(Applause)

(Aplauz)