Let's design social media that drives real change | Wael Ghonim

Prevodilac: Milenka Okuka Lektor: Mile Živković

I once said,

Jednom sam rekao:

"If you want to liberate a society,

"Ako želite da oslobodite društvo,

all you need is the Internet."

sve što vam je potrebno je internet."

I was wrong.

Nisam bio u pravu.

I said those words back in 2011,

Te reči sam izrekao 2011,

when a Facebook page I anonymously created

kada je Fejsbuk stranica koju sam anonimno napravio

helped spark the Egyptian revolution.

potpomogla u pokretanju egipatske revolucije.

The Arab Spring revealed social media's greatest potential,

Arapsko proleće je otkrilo najveći potencijal društvenih medija,

but it also exposed its greatest shortcomings.

ali je takođe razotkrilo njihove najveće mane.

The same tool that united us to topple dictators

Isto ono oruđe koje nas je ujedinilo u svrgavanju diktatora,

eventually tore us apart.

vremenom nas je razjedinilo.

I would like to share my own experience in using social media for activism,

Želeo bih da podelim sopstveno iskustvo korišćenja društvenih medija u aktivizmu

and talk about some of the challenges I have personally faced

i da govorim o nekim od izazova sa kojima sam se lično suočio

and what we could do about them.

i šta bismo mogli da učinimo povodom njih.

In the early 2000s,

Ranih 2000-ih,

Arabs were flooding the web.

internet je bio preplavljen Arapima;

Thirsty for knowledge, for opportunities,

žednim znanja, prilika,

for connecting with the rest of the people around the globe,

povezivanja sa ostatkom sveta.

we escaped our frustrating political realities

Bežali smo od frustrirajućih političkih stvarnosti

and lived a virtual, alternative life.

i živeli smo virtuelni, alternativni život.

Just like many of them, I was completely apolitical until 2009.

Baš kao i većina, bio sam u potpunosti apolitičan do 2009.

At the time, when I logged into social media,

Kad sam se priključio društvenim medijima,

I started seeing more and more Egyptians

počeo sam da viđam sve više Egipćana

aspiring for political change in the country.

koji teže političkim promenama u zemlji.

It felt like I was not alone.

Osetio sam da nisam usamljen.

In June 2010,

Juna 2010,

Internet changed my life forever.

internet mi je zauvek promenio život.

While browsing Facebook,

Dok sam pretraživao po Fejsbuku,

I saw a photo, a terrifying photo, of a tortured, dead body

ugledao sam sliku, zastrašujuću sliku izmučenog, mrtvog tela

of a young Egyptian guy.

mladog Egipćanina.

His name was Khaled Said.

Zvao se Haled Said.

Khaled was a 29-year-old Alexandrian who was killed by police.

Haled je bio 29-ogodišnji Aleksandrijac koga je ubila policija.

I saw myself in his picture.

Prepoznao sam se na toj slici.

I thought, "I could be Khaled."

Pomislio sam: "Mogao bih da budem Haled."

I could not sleep that night, and I decided to do something.

Te noći nisam mogao da spavam i odlučio sam da nešto preduzmem.

I anonymously created a Facebook page

Anonimno sam napravio Fejsbuk stranicu

and called it "We are all Khaled Said."

i naslovio je "Svi smo Haled Said".

In just three days, the page had over 100,000 people,

Za samo tri dana, na stranici je bilo preko 100,000 ljudi,

fellow Egyptians who shared the same concern.

braće Egipćana koji su delili istu zabrinutost.

Whatever was happening had to stop.

Šta god da se dešavalo, moralo je da prestane.

I recruited my co-admin, AbdelRahman Mansour.

Regrutovao sam saadministratora, Abdel-Rahmana Mansura.

We worked together for hours and hours.

Zajedno smo radili satima.

We were crowdsourcing ideas from the people.

Sakupljali smo ideje od ljudi.

We were engaging them.

Angažovali smo ih.

We were calling collectively for actions,

Pozivali smo na kolektivno delanje

and sharing news that the regime did not want Egyptians to know.

i delili smo vesti koje režim nije želeo da Egipćani znaju.

The page became the most followed page

Stranica je postala najpraćenija

in the Arab world.

u arapskom svetu.

It had more fans than established media organizations

Imala je više fanova od renomiranih medijskih organizacija,

and even top celebrities.

pa čak i od vrhunskih zvezda.

On January 14, 2011,

14. januara 2011,

Ben Ali fled out of Tunisia

Ben Ali je pobegao iz Tunisa

after mounting protests against his regime.

nakon nagomilanih protesta protiv njegovog režima.

I saw a spark of hope.

Video sam iskru nade.

Egyptians on social media were wondering,

Egipćani su se na društvenim medijima pitali:

"If Tunisia did it, why can't we?"

"Ako je to Tunis uradio, zašto mi ne bismo mogli?"

I posted an event on Facebook and called it

Postavio sam događaj na Fejsbuku i naslovio ga:

"A Revolution against Corruption, Injustice and Dictatorship."

"Revolucija protiv korupcije, nepravde i diktature."

I posed a question to the 300,000 users of the page at the time:

Postavio sam pitanje za 300,000 tadašnjih korisnika stranice:

"Today is the 14th of January.

"Danas je 14. januar.

The 25th of January is Police Day.

25. januar je Dan policije.

It's a national holiday.

To je nacionalni praznik.

If 100,000 of us take to the streets of Cairo,

Ako 100,000 nas izađe na ulice Kaira,

no one is going to stop us.

niko nas neće moći zaustaviti.

I wonder if we could do it."

Pitam se možemo li to."

In just a few days, the invitation reached over a million people,

Za samo nekoliko dana, poziv je dopro do preko milion ljudi,

and over 100,000 people confirmed attendance.

a preko 100,000 ljudi je potvrdilo dolazak.

Social media was crucial for this campaign.

Društveni mediji su bili ključni za ovu kampanju.

It helped a decentralized movement arise.

Potpomogli su nastajanje decentralizovanog pokreta.

It made people realize that they were not alone.

Pomogli su ljudima da shvate da nisu usamljeni.

And it made it impossible for the regime to stop it.

I bilo je nemoguće za režim da ga zaustavi.

At the time, they didn't even understand it.

U to vreme, režim to nije čak ni razumevao.

And on January 25th, Egyptians flooded the streets of Cairo and other cities,

a 25. januara, Egipćani su prepavili ulice Kaira i drugih gradova,

calling for change,

tražeći promene,

breaking the barrier of fear

razbijajući barijere straha

and announcing a new era.

i najavljujući novo doba.

Then came the consequences.

A onda su stigle posledice.

A few hours before the regime cut off the Internet and telecommunications,

Nekoliko sati pre nego što je režim ugasio internet i telekomunikacije,

I was walking in a dark street in Cairo, around midnight.

šetao sam mračnom ulicom u Kairu, oko ponoći.

I had just tweeted, "Pray for Egypt.

Upravo sam poslao tvit: "Molite se za Egipat.

The government must be planning a massacre tomorrow."

Vlada sigurno planira masakr sutra."

I was hit hard on my head.

Udaren sam snažno u glavu.

I lost my balance and fell down,

Izgubio sam ravnotežu i pao,

to find four armed men surrounding me.

otkrivši četiri naoružana muškarca kako me opkoljavaju.

One covered my mouth and the others paralyzed me.

Jedan mi je pokrio usta, a drugi su me paralizovali.

I knew I was being kidnapped by state security.

Znao sam da me je kidnapovala državna bezbednost.

I found myself in a cell,

Zatekao sam se u ćeliji,

handcuffed, blindfolded.

s lisicama na rukama, povezom preko očiju.

I was terrified.

Bio sam preplašen.

So was my family,

Kao i moja porodica,

who started looking for me

koja je počela da me traži

in hospitals, police stations and even morgues.

po bolnicama, policijskim stanicama, pa čak i mrtvačnicama.

After my disappearance,

Nakon mog nestanka,

a few of my fellow colleagues who knew I was the admin of the page

nekoliko mojih kolega, koji su znali da sam administrator stranice,

told the media about my connection with that page,

su saopštili medijima o mojoj povezanosti sa stranicom

and that I was likely arrested by state security.

i da me je verovatno uhapsila državna bezbednost.

My colleagues at Google started a search campaign trying to find me,

Moje kolege iz Gugla su započele potragu za mnom,

and the fellow protesters in the square demanded my release.

a kolege protestanti na trgu su zahtevali da me oslobode.

After 11 days of complete darkness,

Nakon 11 dana potpunog mraka,

I was set free.

oslobođen sam.

And three days later,

A tri dana kasnije,

Mubarak was forced to step down.

Mubarak je primoran da se povuče.

It was the most inspiring and empowering moment of my life.

Bio je to najinspirativniji i najmoćniji trenutak u mom životu.

It was a time of great hope.

Beše to vreme velikog nadanja.

Egyptians lived a utopia for 18 days during the revolution.

Egipćani su živeli u utopiji 18 dana tokom revolucije.

They all shared the belief

Svi su delili verovanje

that we could actually live together despite our differences,

da možemo da živimo zajedno, uprkos našim razlikama;

that Egypt after Mubarak would be for all.

da će Egipat nakon Mubaraka biti za sve.

But unfortunately,

Međutim, nažalost,

the post-revolution events were like a punch in the gut.

događaji nakon revolucije su bili poput udarca u stomak.

The euphoria faded,

Euforija je izbledela,

we failed to build consensus,

nismo uspeli da postignemo konsenzus,

and the political struggle led to intense polarization.

a politička borba je dovela do intenzivne polarizacije.

Social media only amplified that state,

Društveni mediji su samo pojačali to stanje,

by facilitating the spread of misinformation, rumors,

omogućujući širenje dezinformacija, tračeva,

echo chambers and hate speech.

eho komora i govora mržnje.

The environment was purely toxic.

Okruženje je bilo krajnje otrovno.

My online world became a battleground filled with trolls, lies, hate speech.

Moj svet interneta je postao ratište ispunjeno trolovima, lažima, mržnjom.

I started to worry about the safety of my family.

Postao sam zabrinut za bezbednost moje porodice.

But of course, this wasn't just about me.

Ali, naravno, nije se radilo samo o meni.

The polarization reached its peak between the two main powers --

Polarizacija je dostigla vrhunac između dve glavne sile --

the army supporters and the Islamists.

podržavalaca vojske i islamista.

People in the center, like me,

Ljudi u središtu, poput mene,

started feeling helpless.

počeli su da se osećaju nemoćno.

Both groups wanted you to side with them;

Obe grupe su tražile da budete na njihovoj strani;

you were either with them or against them.

bili ste s njima ili protiv njih.

And on the 3rd of July 2013,

A 3. jula 2013,

the army ousted Egypt's first democratically elected president,

vojska je svrgla prvog egipatskog demokratski izabranog predsednika,

after three days of popular protest that demanded his resignation.

nakon trodnevnih narodnih protesta kojima je zahtevana njegova ostavka.

That day I made a very hard decision.

Tog dana sam doneo veoma tešku odluku.

I decided to go silent, completely silent.

Odlučio sam da ućutim, potpuno da ućutim.

It was a moment of defeat.

Bio je to trenutak poraza.

I stayed silent for more than two years,

Ćutao sam preko dve godine

and I used the time to reflect on everything that happened,

i iskoristio sam to vreme da se osvrnem na sve što se desilo,

trying to understand why did it happen.

pokušavajući da shvatim zašto se desilo.

It became clear to me

Postalo mi je jasno

that while it's true that polarization is primarily driven

da, iako je polarizacija pre svega vođena

by our human behavior,

našim ljudskim ponašanjem,

social media shapes this behavior and magnifies its impact.

društveni mediji oblikuju dato ponašanje i pojačavaju njegov uticaj.

Say you want to say something that is not based on a fact,

Recimo da želite da kažete nešto što nema uporište u činjenicama,

pick a fight or ignore someone that you don't like.

započnete svađu ili ignorišete nekoga ko vam se ne sviđa.

These are all natural human impulses,

Sve su to prirodni ljudski porivi,

but because of technology,

ali zahvaljujući tehnologiji,

acting on these impulses is only one click away.

vođenje tim porivima je samo jedan klik od vas.

In my view, there are five critical challenges

Po mom viđenju, društveni mediji se danas suočavaju s pet ključnih izazova.

facing today's social media.

First, we don't know how to deal with rumors.

Prvo, ne znamo kako da se odnosimo prema tračevima.

Rumors that confirm people's biases

Tračevima koji učvršćuju ljudske predrasude

are now believed and spread among millions of people.

se danas veruje i šire se među milionima ljudi.

Second, we create our own echo chambers.

Drugo, stvaramo sopstvene eho komore.

We tend to only communicate with people that we agree with,

Jedino komuniciramo s ljudima s kojima se slažemo,

and thanks to social media,

a zahvaljujući društvenim medijima,

we can mute, un-follow and block everybody else.

možemo da utišamo, prestanemo da pratimo i blokiramo sve ostale.

Third, online discussions quickly descend into angry mobs.

Treće, rasprave na internetu brzo prelaze u gnevne rulje.

All of us probably know that.

Svako od nas to verovatno zna.

It's as if we forget

Kao da smo zaboravili

that the people behind screens are actually real people

da su ljudi iza ekrana zapravo stvarni ljudi,

and not just avatars.

a ne puki avatari.

And fourth, it became really hard to change our opinions.

I četvrto, postalo je zaista teško promeniti naše mišljenje.

Because of the speed and brevity of social media,

Zbog brzine i kratkotrajnosti društvenih medija,

we are forced to jump to conclusions

prinuđeni smo na ishitrene zaključke

and write sharp opinions in 140 characters

i da pišemo oštra mišljenja u 140 karaktera

about complex world affairs.

o složenim svetskim pojavama.

And once we do that, it lives forever on the Internet,

A jednom kad to napišemo, ostaje večno na internetu

and we are less motivated to change these views,

i mi smo manje motivisani da menjamo dati pogled,

even when new evidence arises.

čak i kad se pojave novi dokazi.

Fifth -- and in my point of view, this is the most critical --

Peto - i s moje tačke gledišta, ovo je najkrucijalnije -

today, our social media experiences are designed in a way

danas su naša iskustva na društvenim medijima osmišljena tako

that favors broadcasting over engagements,

da se favorizuje izveštavanje naspram angažovanosti,

posts over discussions,

objave naspram rasprava,

shallow comments over deep conversations.

plitki komentari naspram dubokih razgovora.

It's as if we agreed that we are here to talk at each other

Kao da smo se dogovorili da smo tu da govorimo jedni drugima,

instead of talking with each other.

umesto da govorimo jedni s drugima.

I witnessed how these critical challenges contributed

Bio sam svedok kako su ovi izazovi bili presudni

to an already polarized Egyptian society,

za već polarizovano egipatsko društvo,

but this is not just about Egypt.

ali ne radi se samo o Egiptu.

Polarization is on the rise in the whole world.

Polarizacija je u usponu u čitavom svetu.

We need to work hard on figuring out

Moramo vredno da radimo da bismo shvatili

how technology could be part of the solution,

kako bi tehnologija mogla da bude deo rešenja,

rather than part of the problem.

a ne deo problema.

There's a lot of debate today on how to combat online harassment

Trenutno se mnogo raspravlja o borbi protiv uznemiravanja na internetu

and fight trolls.

i borbi protiv trolova.

This is so important.

Ovo je veoma važno.

No one could argue against that.

Niko to ne može da spori.

But we need to also think about how to design social media experiences

Ali bi trebalo i da razmišljamo o tome kako da osmislimo društvene medije

that promote civility and reward thoughtfulness.

koji bi promovisali učtivost i nagrađivali razboritost.

I know for a fact

Zasigurno znam,

if I write a post that is more sensational,

da ako napišem senzacionalističku objavu,

more one-sided, sometimes angry and aggressive,

jednostranu, ponekad besnu i agresivnu,

I get to have more people see that post.

više ljudi će da pogleda tu objavu.

I will get more attention.

Dobiću veću pažnju.

But what if we put more focus on quality?

Šta ako bismo se više fokusirali na kvalitet?

What is more important:

Šta je važnije:

the total number of readers of a post you write,

ukupan broj čitalaca vaše objave

or who are the people who have impact that read what you write?

ili ko su uticajni ljudi koji čitaju to što ste napisali?

Couldn't we just give people more incentives to engage in conversations,

Zar ne bi mogli da ljudima dajemo više podsticaja da se angažuju u raspravama,

rather than just broadcasting opinions all the time?

umesto što samo prenosimo mišljenja sve vreme?

Or reward people for reading

Ili da nagrađujemo ljude za čitanje

and responding to views that they disagree with?

i odgovaranje na stavove s kojima se ne slažu?

And also, make it socially acceptable that we change our minds,

I da učinimo društveno prihvatljivom promenu mišljenja

or probably even reward that?

ili da čak to nagrađujemo?

What if we have a matrix that says how many people changed their minds,

Šta ako bismo imali matricu

koja bi saopštavala koliko ljudi je promenilo mišljenje

and that becomes part of our social media experience?

i da to postane deo našeg iskustva na društvenim medijima?

If I could track how many people are changing their minds,

Ako bih mogao da pratim koliko je ljudi promenilo svoje mišljenje,

I'd probably write more thoughtfully, trying to do that,

verovatno bih pisao promišljenije, pokušavajući da to postignem,

rather than appealing to the people who already agree with me

umesto da apelujem na ljude koji se već slažu sa mnom

and "liking" because I just confirmed their biases.

i koji "lajkuju" samo zato što potvrđujem njihove predrasude.

We also need to think about effective crowdsourcing mechanisms,

Moramo i da razmišljamo o učinkovitim mehanizmima kolektivnog deljenja:

to fact-check widely spread online information,

proveri činjenica iz informacija koje se dele naširoko na internetu

and reward people who take part in that.

i da nagrađujemo ljude koji uzimaju učešća u tome.

In essence, we need to rethink today's social media ecosystem

U suštini, moramo da se ponovo osvrnemo na trenutni ekosistem društvenih medija

and redesign its experiences

i da nanovo osmislimo iskustva na njima,

to reward thoughtfulness, civility and mutual understanding.

da nagrađujemo promišljenost, učtivost i međusobno razumevanje.

As a believer in the Internet, I teamed up with a few friends,

Kao neko ko veruje u internet, udružio sam se s nekoliko prijatelja,

started a new project,

započeo sam novi projekat,

trying to find answers and explore possibilities.

pokušavajući da nađem odgovore i da istražim mogućnosti.

Our first product is a new media platform for conversations.

Naš prvi proizvod je nova medijska platforma za rasprave.

We're hosting conversations that promote mutual understanding

Domaćini smo za rasprave koje promovišu međusobno razumevanje

and hopefully change minds.

i nadam se da menjaju mišljenja.

We don't claim to have the answers,

Ne tvrdimo da imamo odgovore,

but we started experimenting with different discussions

ali smo počeli da eksperimentišemo s različitim raspravama

about very divisive issues,

o izuzetno razdornim pitanjima,

such as race, gun control, the refugee debate,

poput rase, kontrole oružja, debate o izbeglicama,

relationship between Islam and terrorism.

vezi između islama i terorizma.

These are conversations that matter.

To su bitni razgovori.

Today, at least one out of three people on the planet

Trenutno, bar jedan od tri čoveka na planeti

have access to the Internet.

ima pristup internetu.

But part of this Internet is being held captive

Međutim deo interneta je zatočen

by the less noble aspects of our human behavior.

od strane manje časnih aspekata našeg ljudskog ponašanja.

Five years ago, I said,

Pre pet godina sam rekao:

"If you want to liberate society,

"Ako želite da oslobodite društvo,

all you need is the Internet."

sve što vam je potrebno je internet."

Today, I believe if we want to liberate society,

Danas verujem da, ako želimo da oslobodimo društvo,

we first need to liberate the Internet.

prvo moramo da oslobodimo internet.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Aplauz)