Juan Enriquez: Your online life, permanent as a tattoo

Translator: Joseph Geni Reviewer: Morton Bast

Prevodilac: Mile Živković Lektor: Boško Eraković

All right, so let's take

U redu, hajde da uzmemo

four subjects that obviously go together:

četiri teme koje su očigledno povezane:

big data, tattoos, immortality and the Greeks.

velike podatke, tetovaže, besmrtnost i Grke.

Right?

U redu?

Now, the issue about tattoos is that,

Stvar sa tetovažama je ta

without a word, tattoos really do shout.

što bez ijedne reči, zaista viču.

[Beautiful]

[Prelepo]

[Intriguing]

[Intrigantno]

So you don't have to say a lot.

Ne morate reći puno toga.

[Allegiance]

[Vernost]

[Very intimate]

[Veoma intimno]

[Serious mistakes]

[Ozbiljne greške]

(Laughter)

(Smeh)

And tattoos tell you a lot of stories.

I tetovaže vam pričaju mnoge priče.

If I can ask an indiscreet question,

Ako smem da postavim intimno pitanje,

how many of you have tattoos?

koliko vas ima tetovaže?

A few, but not most.

Nekoliko, ali ne većina.

What happens if Facebook, Google, Twitter, LinkedIn,

Šta bi se desilo kada bi se ispostavilo da su Facebook, Google, Twitter, LinkedIn,

cell phones, GPS, Foursquare, Yelp, Travel Advisor,

mobilni telefoni, GPS, Foursquare, Yelp, Travel Advisor -

all these things you deal with every day

sve te stvari kojima se svakodnevno bavite -

turn out to be electronic tattoos?

elektronske tetovaže?

And what if they provide as much information

I šta ako bi davale jednaku količinu informacija

about who and what you are as any tattoo ever would?

o tome ko ste i šta se, kao i bilo koja druga tetovaža?

What's ended up happening over the past few decades

Ono što se dešava poslednjih nekoliko decenija

is the kind of coverage that you had as a head of state

je to da publicitet koji ste imali kao šef države

or as a great celebrity

ili popularna javna ličnost,

is now being applied to you every day by all these people

vam sada pridaju svakog dana svi ovi ljudi

who are Tweeting, blogging, following you,

koji tvituju, bloguju o vama i prate vas,

watching your credit scores and what you do to yourself.

posmatraju vaš kreditni rejting i šta radite sebi.

And electronic tattoos also shout.

I elektronske tetovaže viču.

And as you're thinking of the consequences of that,

I dok mislite o posledicama te činjenice,

it's getting really hard to hide from this stuff, among other things,

postaje zaista teško sakriti se od ovoga, jer između ostalog

because it's not just the electronic tattoos,

ne radi se samo o elektronskim tetovažama

it's facial recognition that's getting really good.

i prepoznavanje lica postaje veoma dobro.

So you can take a picture with an iPhone and get all the names,

Možete slikati nešto Ajfonom i dobiti sva imena,

although, again, sometimes it does make mistakes. (Laughter)

iako ponekad zaista pogreši. (Smeh)

But that means you can take a typical bar scene like this,

Ali to znači da možete uzeti tipičan prizor iz bara poput ovoga,

take a picture, say, of this guy right here,

slikati, recimo, ovog tipa ovde,

get the name, and download all the records

dobiti ime i preuzeti sve podatke

before you utter a word or speak to somebody,

pre nego što izustite reč ili pričate s nekim,

because everybody turns out to be

jer se ispostavlja da su svi

absolutely plastered by electronic tattoos.

potpuno prekriveni elektronskim tetovažama.

And so there's companies like face.com that now have

Postoje kompanije poput face.com koje sada imaju

about 18 billion faces online.

oko 18 milijardi lica na internetu.

Here's what happened to this company.

Evo šta se desilo toj kompaniji.

[Company sold to Facebook, June 18, 2012...]

[Kompanija prodata Fejsbuku, 18. juna 2012...]

There are other companies that will place a camera

Postoje druge kompanije koje postavljaju kamere

like this — this has nothing to do with Facebook —

poput ove - ovo nije povezano s Fejsbukom -

they take your picture, they tie it to the social media,

slikaju vas, povežu to sa društvenim medijima,

they figure out you really like to wear black dresses,

otkriju da zaista volite da nosite crne haljine,

so maybe the person in the store comes up and says,

pa vam možda priđe osoba u prodavnici i kaže:

"Hey, we've got five black dresses

"Hej, imamo pet crnih haljina

that would just look great on you."

koje bi vam sjajno stajale."

So what if Andy was wrong?

Šta ako je Endi pogrešio?

Here's Andy's theory.

Evo Endijeve teorije.

[In the future, everybody will be world famous for 15 minutes.]

[U budućnosti, svi će imati 15 minuta svetske slave.]

What if we flip this?

Šta ako preokrenemo ovo?

What if you're only going to be anonymous for 15 minutes? (Laughter)

Šta ako ćete samo biti anonimni 15 minuta? (Smeh)

Well, then, because of electronic tattoos,

Onda, zbog elektronskih tetovaža,

maybe all of you and all of us are very close to immortality,

možda smo svi mi veoma blizu besmrtnosti,

because these tattoos will live

jer će ove tetovaže živeti

far longer than our bodies will.

mnogo duže od naših tela.

And if that's true, then what we want to do

Ako je to istina, onda bi trebalo

is we want to go through four lessons from the Greeks

da prođemo kroz četiri lekcije Grka

and one lesson from a Latin American.

i jednu lekciju Latinoamerikanca.

Why the Greeks?

Zašto Grci?

Well, the Greeks thought about what happens

Grci su razmišljali o tome šta se dešava

when gods and humans and immortality mix for a long time.

kada se dugo mešaju bogovi, ljudi i besmrtnost.

So lesson number one: Sisyphus.

Lekcija broj jedan: Sizif.

Remember? He did a horrible thing, condemned for all time

Sećate se? Uradio je strašnu stvar, osuđen na večnost

to roll this rock up, it would roll back down,

da kotrlja stenu, ona bi se vratila dole,

roll back up, roll back down.

odgurao bi je gore, ona bi se vratila.

It's a little like your reputation.

To je nešto poput vaše reputacije.

Once you get that electronic tattoo,

Jednom kada dobijete tu elektronsku tetovažu,

you're going to be rolling up and down for a long time,

guraćete stenu gore i dole veoma dugo,

so as you go through this stuff,

stoga budite veoma pažljivi šta postavljate

just be careful what you post.

dok prolazite kroz ovo.

Myth number two: Orpheus, wonderful guy,

Mit broj dva: Orfej, sjajan tip,

charming to be around, great partier, great singer,

šarmantan, super za provod, odličan pevač,

loses his beloved, charms his way into the underworld,

izgubi voljenu, šarmom se uvuče u podzemlje,

only person to charm his way into the underworld,

jedini je koji je to uspeo,

charms the gods of the underworld,

šarmira bogove podzemlja,

they release his beauty on the condition

oni puste njegovu dragu pod uslovom

he never look at her until they're out.

da je ne pogleda dok ne izađu.

So he's walking out and walking out and walking out

I on izlazi i izlazi

and he just can't resist. He looks at her, loses her forever.

i ne može da odoli. Pogleda je i izgubi je zauvek.

With all this data out here, it might be a good idea

Sa svim ovim podacima, bila bi dobra ideja

not to look too far into the past of those you love.

da ne gledate predaleko u prošlost onih koje volite.

Lesson number three: Atalanta.

Lekcija tri: Atalanta.

Greatest runner. She would challenge anybody.

Najbolji trkač. Izazvala bi bilo koga.

If you won, she would marry you.

Ako pobedite, udala bi se za vas.

If you lost, you died.

Ako izgubite, umirete.

How did Hippomenes beat her?

Kako ju je Hipomen pobedio?

Well, he had all these wonderful little golden apples,

Imao je divne male zlatne jabuke

and she'd run ahead, and he'd roll a little golden apple.

i ona bi ga pretrčala, a on bi zakotrljao malu zlatnu jabuku.

She'd run ahead, and he'd roll a little golden apple.

Ona bi ga pretrčala, a on bi zakotrljao malu zlatnu jabuku.

She kept getting distracted. He eventually won the race.

Stalno ju je ometao. Na kraju je pobedio.

Just remember the purpose as all these little golden apples

Samo se setite svrhe dok ove male zlatne jabuke

come and reach you and you want to post about them

dolaze do vas i želite da postavite nešto o njima

or tweet about them or send a late-night message.

ili tvitujete o njima ili pošaljete poruku kasno uveče.

And then, of course, there's Narcissus.

I naravno, tu je Narcis.

Nobody here would ever be accused or be familiar with Narcissus.

Ni za koga ovde se ne bi moglo reći da je sličan Narcisu.

(Laughter)

(Smeh)

But as you're thinking about Narcissus,

Ali dok mislite o Narcisu,

just don't fall in love with your own reflection.

nemojte da se zaljubite u svoj odraz.

Last lesson, from a Latin American:

Poslednja lekcija, od Latinoamerikanca:

This is the great poet Jorge Luis Borges.

ovo je veliki pesnik Horhe Luis Borhes.

When he was threatened by the thugs

Kada su mu pretile siledžije

of the Argentine military junta,

argentinske vojne hunte,

he came back and said, "Oh, come on,

vratio se i rekao: "Ma dajte,

how else can you threaten, other than with death?"

čime još možete pretiti, osim smrću?"

The interesting thing, the original thing,

Interesantna stvar, originalna stvar

would be to threaten somebody with immortality.

bila bi zapretiti nekom besmrtnošću.

And that, of course, is what we are all

A to je naravno ono što nam danas

now threatened with today because of electronic tattoos.

svima preti zbog elektronskih tetovaža.

Thank you.

Hvala vam.

(Applause)

(Aplauz)