How to be "Team Human" in the digital future | Douglas Rushkoff

Prevodilac: Milenka Okuka Lektor: Ivana Krivokuća

I got invited to an exclusive resort

Pozvan sam u ekskluzivno odmaralište

to deliver a talk about the digital future

da održim govor o digitalnoj budućnosti

to what I assumed would be a couple of hundred tech executives.

pred, kako sam pretpostavio, nekoliko stotina tehnoloških direktora.

And I was there in the green room, waiting to go on,

Bio sam u zelenoj sobi, čekajući da nastupim,

and instead of bringing me to the stage, they brought five men into the green room

i umesto da me izvedu na scenu, doveli su pet muškaraca u zelenu sobu

who sat around this little table with me.

koji su seli za jedan manji sto sa mnom.

They were tech billionaires.

Radilo se o tehnološkim milijarderima.

And they started peppering me with these really binary questions,

A počeli su da me saleću sa tim krajnje binarnim pitanjima,

like: Bitcoin or Etherium?

poput: bitkoin ili eterijum?

Virtual reality or augmented reality?

Virtuelna stvarnost ili proširena stvarnost?

I don't know if they were taking bets or what.

Ne znam da li su se kladili ili šta već.

And as they got more comfortable with me,

I kako su postajali opušteniji sa mnom,

they edged towards their real question of concern.

počeli su da naginju ka pitanju koje ih zaista brine.

Alaska or New Zealand?

Aljaska ili Novi Zeland?

That's right.

Tako je.

Ovi tehnološki milijarderi su tražili savet od teoretičara medija

These tech billionaires were asking a media theorist for advice

on where to put their doomsday bunkers.

gde da postave bunkere za sudnji dan.

We spent the rest of the hour on the single question:

Proveli smo ostatak sata na samo jednom pitanju:

"How do I maintain control of my security staff

„Kako da održim kontrolu nad obezbeđenjem

after the event?"

nakon događaja?“

By "the event" they mean the thermonuclear war

Pod „događajem“ smatraju termonuklearni rat,

or climate catastrophe or social unrest that ends the world as we know it,

klimatsku katastrofu ili društvene nemire koji će da dokrajče nama poznati svet,

and more importantly, makes their money obsolete.

i što je još važnije, koji će njihov novac da učine prevaziđenim.

And I couldn't help but think:

I nisam mogao da se oduprem utisku:

these are the wealthiest, most powerful men in the world,

ovo su najimućniji, najmoćniji ljudi na svetu,

yet they see themselves as utterly powerless to influence the future.

a ipak na sebe gledaju kao krajnje nemoćne da utiču na budućnost.

The best they can do is hang on for the inevitable catastrophe

Najbolje što mogu je da sačekaju neizbežnu katastrofu

and then use their technology and money to get away from the rest of us.

i da onda iskoriste svoju tehnologiju i novac da pobegnu od nas ostalih.

And these are the winners of the digital economy.

A ovo su pobednici digitalne ekonomije.

(Laughter)

(Smeh)

The digital renaissance

Kod digitalne renesanse

was about the unbridled potential

se radilo o neograničenom potencijalu

of the collective human imagination.

kolektivne ljudske imaginacije.

It spanned everything from chaos math and quantum physics

Obuhvatala je sve od teorije haosa, preko kvantne fizike,

to fantasy role-playing and the Gaia hypothesis, right?

do fantazijskog igranja uloga i Gejine hipoteze, zar ne?

We believed that human beings connected could create any future we could imagine.

Verovali smo da ljudska bića, kad su povezana,

mogu da stvore bilo koju budućnost koju možemo da zamislimo.

And then came the dot com boom.

A onda je usledio internet procvat.

And the digital future became stock futures.

I digitalna budućnost je postala berzanska budućnost.

And we used all that energy of the digital age

I koristili smo svu tu energiju digitalnog doba

to pump steroids into the already dying NASDAQ stock exchange.

da bi upumpavali steroide u berzu NASDAQ koja je već na izdisaju.

The tech magazines told us a tsunami was coming.

Tehnološki časopisi su nam rekli kako je cunami na pomolu.

And only the investors who hired the best scenario-planners and futurists

I da će jedino investitori koji zaposle najbolje planere scenarija i futuriste

would be able to survive the wave.

biti u stanju da prežive talas.

And so the future changed from this thing we create together in the present

Pa se budućnost izmenila iz nečega što stvaramo zajedno u sadašnjosti,

to something we bet on

u nešto na šta se kladimo

in some kind of a zero-sum winner-takes-all competition.

u nekakvom takmičenju nulta suma u kome pobednik uzima sve.

And when things get that competitive about the future,

Kada sve postane toliko takmičarski nastrojeno po pitanju budućnosti,

humans are no longer valued for our creativity.

ljude više ne cene zbog naše kreativnosti.

No, now we're just valued for our data.

Ne, tada nas cene samo zbog naših podataka.

Because they can use the data to make predictions.

Jer mogu da koriste podatke za predviđanja.

Creativity, if anything, that creates noise.

Kreativnost, ako ništa drugo, stvara buku.

That makes it harder to predict.

To otežava predviđanje.

So we ended up with a digital landscape

Pa smo završili sa digitalnim pejzažom

that really repressed creativity, repressed novelty,

koji zaista potiskuje kreativnost, potiskuje novine,

it repressed what makes us most human.

potiskuje ono što nas najviše čini ljudima.

We ended up with social media.

Završili smo sa društvenim mrežama.

Does social media really connect people in new, interesting ways?

Da li društvene mreže zaista povezuju ljude na nove, zanimljive načine?

No, social media is about using our data to predict our future behavior.

Ne, društvene mreže se svode na korišćenje naših podataka

radi predviđanja našeg budućeg ponašanja.

Or when necessary, to influence our future behavior

Ili, ako je neophodno, radi uticanja na naše buduće ponašanje

so that we act more in accordance with our statistical profiles.

kako bismo se ponašali više u skladu sa našim statističkim profilima.

The digital economy -- does it like people?

Digitalna ekonomija - da li je naklonjena ljudima?

No, if you have a business plan, what are you supposed to do?

Ne, ako imate poslovni plan, šta bi trebalo da radite?

Get rid of all the people.

Da se rešite svih ljudi.

Human beings, they want health care, they want money, they want meaning.

Ljudska bića žele zdravstvo, žele novac, žele smisao.

You can't scale with people.

Ne možete da rastete s ljudima.

(Laughter)

(Smeh)

Even our digital apps --

Ni naše digitalne aplikacije -

they don't help us form any rapport or solidarity.

ne pomažu nam da stvorimo bilo kakvu prisnost ili solidarnost.

I mean, where's the button on the ride hailing app

Mislim, gde je tipka na aplikaciji za prevoz putnika

for the drivers to talk to one another about their working conditions

za vozače da međusobno razgovaraju o svojim uslovima rada

or to unionize?

ili da osnuju sindikat?

Even our videoconferencing tools,

Čak i naša oruđa za video-konferencije

they don't allow us to establish real rapport.

nam ne omogućavaju da postignemo istinsku prisnost.

However good the resolution of the video,

Koliko god bila dobra rezolucija snimka,

you still can't see if somebody's irises are opening to really take you in.

i dalje ne možete da vidite

da li se nečije dužice šire u znak istinskog prihvatanja.

All of the things that we've done to establish rapport

Sve što smo uradili kako bismo ostvarili prisnost,

that we've developed over hundreds of thousands of years of evolution,

što smo razvijali stotinama hiljada godina evolucije,

they don't work,

ne deluje,

you can't see if someone's breath is syncing up with yours.

ne možete da vidite da li se nečiji dah sinhronizuje sa vašim.

So the mirror neurons never fire, the oxytocin never goes through your body,

Stoga se neuroni ogledala ne pokreću, oksitocin nikad ne projuri kroz vaše telo,

you never have that experience of bonding with the other human being.

nikad nemate iskustvo povezivanja sa drugim ljudskim bićem.

And instead, you're left like,

Umesto toga, ostajete u fazonu:

"Well, they agreed with me, but did they really,

„Pa, složili su se sa mnom, ali da li su zaista,

did they really get me?"

da li su me zaista shvatili?“

And we don't blame the technology for that lack of fidelity.

A ne krivimo tehnologiju zbog tog odsustva vernosti.

We blame the other person.

Krivimo drugu osobu.

You know, even the technologies and the digital initiatives that we have

Znate, čak su i tehnologije i digitalne inicijative koje imamo

to promote humans,

da bi promovisali ljude

are intensely anti-human at the core.

u srži izrazito neljudske.

Think about the blockchain.

Razmislite o blokčejnu.

The blockchain is here to help us have a great humanized economy? No.

Blokčejn je tu da nam pomogne da imamo sjajnu humanu ekonomiju? Ne.

The blockchain does not engender trust between users,

Blokčejn ne izaziva poverenje među korisnicima,

the blockchain simply substitutes for trust in a new,

blokčejn je prosto zamena za poverenje na nov,

even less transparent way.

čak i manje transparentan način.

Or the code movement.

Ili pokret kodiranja.

I mean, education is great, we love education,

Mislim, obrazovanje je sjajno, volimo obrazovanje

and it's a wonderful idea

i radi se o divnoj ideji:

that we want kids to be able to get jobs in the digital future,

želimo da deca mogu da nađu poslove u digitalnoj budućnosti,

so we'll teach them code now.

pa ćemo ih sad podučavati kodiranju.

But since when is education about getting jobs?

Međutim, otkad se obrazovanje svodi na pronalaženje poslova?

Education wasn't about getting jobs.

Nije se radilo o pronalaženju poslova.

Education was compensation for a job well done.

Obrazovanje je bilo nadoknada za dobro obavljen posao.

The idea of public education

Ideja javnog obrazovanja

was for coal miners, who would work in the coal mines all day,

je bila da rudari uglja, koji su radili u rudnicima uglja čitav dan,

then they'd come home and they should have the dignity

potom bi došli kući i trebalo je da imaju dostojanstvo

to be able to read a novel and understand it.

da mogu da čitaju roman i da ga razumeju.

Or the intelligence to be able to participate in democracy.

Ili da budu inteligentni i u stanju da učestvuju u demokratiji.

When we make it an extension of the job, what are we really doing?

Kada ga pretvorimo u produženu ruku posla, šta zaista radimo?

We're just letting corporations really

Prosto dozvoljavamo korporacijama da zaista

externalize the cost of training their workers.

prebace na druge cenu obuke za svoje radnike.

And the worst of all really is the humane technology movement.

A najgore od svega zaista je pokret humane tehnologije.

I mean, I love these guys, the former guys who used to take

Mislim, volim te momke, bivši momci koji bi uzeli

the algorithms from Las Vegas slot machines

algoritme iz slot mašina iz Las Vegasa

and put them in our social media feed so that we get addicted.

i stavili bi ih u naše društvene mreže kako bismo se navukli.

Now they've seen the error of their ways

Sada su uvideli greške u svojim postupcima

and they want to make technology more humane.

i žele da učine tehnologiju humanijom.

But when I hear the expression "humane technology,"

Ali kad čujem izraz „humana tehnologija“,

I think about cage-free chickens or something.

pomislim na kokoške van kaveza ili nešto slično.

We're going to be as humane as possible to them,

Bićemo što je moguće humaniji prema njima,

until we take them to the slaughter.

dok ih ne povedemo u klanicu.

So now they're going to let these technologies be as humane as possible,

Sada će da dozvole tim tehnologijama da budu što je moguće humanije,

as long as they extract enough data and extract enough money from us

sve dok izvlače dovoljno podataka i dok izvlače dovoljno novca iz nas

to please their shareholders.

kako bi zadovoljili svoje akcionare.

Meanwhile, the shareholders, for their part, they're just thinking,

Istovremeno, akcionari sa svoje strane, oni prosto misle:

"I need to earn enough money now, so I can insulate myself

„Moram da zaradim dovoljno novca sad, kako bih mogao da se izolujem

from the world I'm creating by earning money in this way."

od sveta koji stvaram zarađujući novac na ovaj način.“

(Laughter)

(Smeh)

No matter how many VR goggles they slap on their faces

Koliko god naočara za virtuelnu stvarnost da stave na lica

and whatever fantasy world they go into,

i u kakav god fantastični svet da uđu,

they can't externalize the slavery and pollution that was caused

ne mogu da prebace na druge ropstvo i zagađenje koje je uzrokovano

through the manufacture of the very device.

prilikom proizvodnje baš tih naočara.

It reminds me of Thomas Jefferson's dumbwaiter.

Podseća me na mali lift Tomasa Džefersona.

Now, we like to think that he made the dumbwaiter

Sad, volimo da mislimo kako je napravio mali lift

in order to spare his slaves all that labor of carrying the food

ne bi li poštedeo svoje robove svog tog rada kod iznošenja hrane

up to the dining room for the people to eat.

gore u trpezariju kako bi ljudi jeli.

That's not what it was for, it wasn't for the slaves,

Nije služio tome, nije postojao zbog robova,

it was for Thomas Jefferson and his dinner guests,

već zbog Tomasa Džefersona i njegovih prijatelja za večerom

so they didn't have to see the slave bringing the food up.

kako ne bi morali da gledaju roba kako im donosi hranu.

The food just arrived magically,

Hrana je prosto magično stizala,

like it was coming out of a "Start Trek" replicator.

kao da izlazi iz replikatora iz „Zvezdanih staza“.

It's part of an ethos that says,

Deo je uverenja koje kaže:

human beings are the problem and technology is the solution.

ljudska bića su problem, a tehnologija je rešenje.

We can't think that way anymore.

Ne možemo više da razmišljamo na taj način.

We have to stop using technology to optimize human beings for the market

Moramo prestati da koristimo tehnologiju zarad optimizovanja ljudi za tržište

and start optimizing technology for the human future.

i da počnemo da optimizujemo tehnologiju za ljudsku budućnost.

But that's a really hard argument to make these days,

Međutim, taj argument je veoma teško izneti ovih dana

because humans are not popular beings.

jer ljudi nisu popularna bića.

I talked about this in front of an environmentalist just the other day,

Razgovarao sam o ovome pred jednom ekološkinjom pre neki dan,

a ona je rekla: „Zašto braniš ljude?

and she said, "Why are you defending humans?

Ljudi su uništili planetu. Zaslužuju da izumru.“

Humans destroyed the planet. They deserve to go extinct."

(Laughter)

(Smeh)

Even our popular media hates humans.

Čak i naši popularni mediji mrze ljude.

Watch television,

Pogledajte televiziju,

all the sci-fi shows are about how robots are better and nicer than people.

sve naučnofantastične serije su o tome kako su roboti bolji i draži od ljudi.

Even zombie shows -- what is every zombie show about?

Pa i serije o zombijima - o čemu se radi u svakoj seriji o zombijima?

Some person, looking at the horizon at some zombie going by,

O nekoj osobi koja posmatra horizont kuda prolazi nekakav zombi

and they zoom in on the person and you see the person's face,

i onda zumiraju osobu i vidite ljudsko lice

and you know what they're thinking:

i znate o čemu razmišlja:

„U čemu je zaista razlika između zombija i mene?

"What's really the difference between that zombie and me?

He walks, I walk.

On hoda, ja hodam.

He eats, I eat.

On jede, ja jedem.

He kills, I kill."

On ubija, ja ubijam.“

But he's a zombie.

Međutim, on je zombi.

At least you're aware of it.

Vi ste bar svesni toga.

If we are actually having trouble distinguishing ourselves from zombies,

Ako se zapravo mučimo da razlikujemo sebe od zombija,

we have a pretty big problem going on.

u prilično smo velikom problemu.

(Laughter)

(Smeh)

And don't even get me started on the transhumanists.

Nemojte ni da mi pominjete transhumaniste.

I was on a panel with a transhumanist, and he's going on about the singularity.

Bio sam na panelu sa transhumanistom i on je raspredao o singularnosti.

"Oh, the day is going to come really soon when computers are smarter than people.

„Oh, sve je bliži dan kada će kompjuteri da budu pametniji od ljudi.

And the only option for people at that point

I jedina opcija za ljude će tada da bude

is to pass the evolutionary torch to our successor

da predaju evolutivnu baklju našim naslednicima

and fade into the background.

i da nestanemo u pozadini.

Maybe at best, upload your consciousness to a silicon chip.

U najboljem slučaju, pak, prebacićemo našu svesnost na silicijumski čip.

And accept your extinction."

I prihvatićemo naše izumiranje.“

(Laughter)

(Smeh)

And I said, "No, human beings are special.

A ja sam rekao: „Ne, ljudska bića su posebna.

We can embrace ambiguity, we understand paradox,

Možemo da prigrlimo dvosmislenost, razumemo paradoks,

we're conscious, we're weird, we're quirky.

svesni smo, čudni smo, ekscentrični smo.

There should be a place for humans in the digital future."

Trebalo bi da postoji mesto za ljude u digitalnoj budućnosti.“

And he said, "Oh, Rushkoff,

A on je rekao: „Ah, Raškofe,

you're just saying that because you're a human."

ti samo tako govoriš jer si čovek.“

(Laughter)

(Smeh)

As if it's hubris.

Kao da se radi o aroganciji.

OK, I'm on "Team Human."

U redu, ja sam u „Ekipi ljudi“.

That was the original insight of the digital age.

To je bilo prvobitno zapažanje digitalnog doba.

That being human is a team sport,

Da je biti čovek ekipni sport,

evolution's a collaborative act.

evolucija je čin saradnje.

Even the trees in the forest,

Čak se ni drveće u šumi

they're not all in competition with each other,

međusobno ne takmiči,

they're connected with the vast network of roots and mushrooms

povezani su ogromnom mrežom korenja i gljiva

that let them communicate with one another and pass nutrients back and forth.

koja im omogućava da međusobno komuniciraju i prenose hranljive stvari.

If human beings are the most evolved species,

Ako su ljudska bića najevoluiranija vrsta,

it's because we have the most evolved ways of collaborating and communicating.

to je zato što imamo najevoluiranije načine saradnje i komunikacije.

We have language.

Imamo jezik.

We have technology.

Imamo tehnologiju.

It's funny, I used to be the guy who talked about the digital future

Smešno je, nekad sam bio lik koji je govorio o digitalnoj budućnosti

for people who hadn't yet experienced anything digital.

ljudima bez bilo kakvog iskustva sa digitalnim.

And now I feel like I'm the last guy

A sada se osećam kao poslednji čovek

who remembers what life was like before digital technology.

koji se seća kako je bilo pre digitalnih tehnologija.

It's not a matter of rejecting the digital or rejecting the technological.

Ne radi se o odbacivanju digitalnog ili odbacivanju tehnologije.

It's a matter of retrieving the values that we're in danger of leaving behind

Radi se o vraćanju vrednosti koje smo u opasnosti da izgubimo,

and then embedding them in the digital infrastructure for the future.

i da ih zatim ugradimo u digitalnu infrastrukturu budućnosti.

And that's not rocket science.

A ne radi se o nuklearnoj fizici.

It's as simple as making a social network

Prosto je kao izgradnja društvene mreže

that instead of teaching us to see people as adversaries,

koja umesto da nas uči da gledamo na ljude kao na dušmane,

it teaches us to see our adversaries as people.

uči nas da gledamo na naše dušmane kao na ljude.

It means creating an economy that doesn't favor a platform monopoly

To znači stvaranje ekonomije koja ne favorizuje platformski monopol

that wants to extract all the value out of people and places,

koji želi da izvuče svu vrednost iz ljudi i mesta,

but one that promotes the circulation of value through a community

već one koja promoviše kruženje vrednosti u zajednici

and allows us to establish platform cooperatives

i omogućuje nam da stvaramo platformsku saradnju

that distribute ownership as wide as possible.

koja raspodeljuje vlasništvo što je šire moguće.

It means building platforms

To znači izgradnju platformi

that don't repress our creativity and novelty in the name of prediction

koje ne potiskuju našu kreativnost i novine u ime predviđanja,

but actually promote creativity and novelty,

već zapravo promovišu kreativnost i novine

so that we can come up with some of the solutions

kako bismo mogli da smislimo nekakva rešenja

to actually get ourselves out of the mess that we're in.

da se izvučemo iz nereda u kome smo.

No, instead of trying to earn enough money to insulate ourselves

Ne, umesto što pokušavamo da zaradimo dovoljno novca da bismo se izolovali

from the world we're creating,

od sveta koga stvaramo,

why don't we spend that time and energy making the world a place

zašto ne bismo potrošili to vreme i energiju

da pretvorimo svet u mesto iz koga nemamo potrebu da bežimo.

that we don't feel the need to escape from.

There is no escape, there is only one thing going on here.

Nema izlaza, ovde se radi o samo jednom.

Please, don't leave.

Molim vas, ne idite.

Join us.

Pridružite nam se.

We may not be perfect,

Možda nismo savršeni,

but whatever happens, at least you won't be alone.

ali šta god da se desi, bar nećete da budete usamljeni.

Join "Team Human."

Pridružite se „Ekipi ljudi“.

Find the others.

Pronađite druge.

Together, let's make the future that we always wanted.

Hajde da zajedno izgradimo budućnost kakvu smo oduvek želeli.

Oh, and those tech billionaires who wanted to know

Eh da, a tim milijarderima koji su želeli da znaju

how to maintain control of their security force after the apocalypse,

kako da održe kontrolu nad bezbednosnim snagama nakon apokalipse,

you know what I told them?

znate šta sam im rekao?

"Start treating those people with love and respect right now.

„Počnite da se odnosite prema tim ljudima sa ljubavlju i poštovanjem odmah.

Maybe you won't have an apocalypse to worry about."

Možda nećete morati da brinete zbog apokalipse.“

Thank you.

Hvala vam.

(Applause)

(Aplauz)