What I learned from 2,000 obituaries | Lux Narayan

166,218 views ・ 2017-03-23

TED


Please double-click on the English subtitles below to play the video.

Prevodilac: Ivana Krivokuća Lektor: Tijana Mihajlović
00:12
Joseph Keller used to jog around the Stanford campus,
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Džozef Keler je imao običaj da džogira oko studentskog doma u Stenfordu
00:16
and he was struck by all the women jogging there as well.
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i bio je zapanjen tolikim ženama koje su tamo takođe džogirale.
00:21
Why did their ponytails swing from side to side like that?
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Zašto su se njihovi konjski repovi tako ljuljali sa strane na stranu?
00:25
Being a mathematician, he set out to understand why.
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Kako je bio matematičar, rešio je da razume zašto.
00:28
(Laughter)
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(Smeh)
Profesoru Keleru su mnoge stvari budile radoznalost:
00:30
Professor Keller was curious about many things:
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00:32
why teapots dribble
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zašto iz čajnika kaplje
00:34
or how earthworms wriggle.
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ili kako se kišne gliste uvijaju.
00:36
Until a few months ago, I hadn't heard of Joseph Keller.
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Do pre nekoliko meseci, nisam čuo za Džozefa Kelera.
00:40
I read about him in the New York Times,
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Čitao sam o njemu u Njujork Tajmsu,
00:43
in the obituaries.
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u čituljama.
00:44
The Times had half a page of editorial dedicated to him,
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Tajms je imao pola stranice uvodnog teksta posvećenog njemu,
00:48
which you can imagine is premium space for a newspaper of their stature.
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za šta možete pretpostaviti da je izvanredan prostor
za novine njihovog ugleda.
00:53
I read the obituaries almost every day.
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Čitam čitulje skoro svaki dan.
00:56
My wife understandably thinks I'm rather morbid
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Moja žena s razlogom misli da sam prilično morbidan
00:59
to begin my day with scrambled eggs and a "Let's see who died today."
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jer počinjem dan uz kajganu i „da vidimo ko je umro danas.“
01:03
(Laughter)
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(Smeh)
01:05
But if you think about it,
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Ali ako razmislite o tome,
na prednjoj strani novina obično su loše vesti
01:07
the front page of the newspaper is usually bad news,
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01:10
and cues man's failures.
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i ukazuje se na čovekove neuspehe.
01:12
An instance where bad news cues accomplishment
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Primer u kome loše vesti ukazuju na dostignuće
01:15
is at the end of the paper, in the obituaries.
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je na kraju novina, u čituljama.
01:19
In my day job,
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U svom svakodnevnom poslu,
01:20
I run a company that focuses on future insights
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upravljam kompanijom koja se fokusira na buduće uvide
koje trgovci mogu da izvedu iz prošlih podataka -
01:23
that marketers can derive from past data --
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01:25
a kind of rearview-mirror analysis.
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nešto poput analize u retrovizoru.
01:28
And we began to think:
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Počeli smo da razmišljamo
01:30
What if we held a rearview mirror to obituaries from the New York Times?
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šta bi bilo kada bismo stavili u retrovizor čitulje iz „Njujork Tajmsa“?
01:36
Were there lessons on how you could get your obituary featured --
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Da li je tu bilo lekcija o tome kako da vam istaknu čitulju -
01:39
even if you aren't around to enjoy it?
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čak i ako niste tu da biste u tome uživali?
01:41
(Laughter)
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(Smeh)
01:43
Would this go better with scrambled eggs?
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Da li bi to bolje išlo uz kajganu?
01:45
(Laughter)
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(Smeh)
01:47
And so, we looked at the data.
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Tako smo pogledali podatke.
01:51
2,000 editorial, non-paid obituaries
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Dve hiljade tekstova urednika, neplaćenih čitulja
01:56
over a 20-month period between 2015 and 2016.
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tokom perioda od 20 meseci između 2015. i 2016. godine.
01:59
What did these 2,000 deaths -- rather, lives -- teach us?
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Čemu nas je ovih 2 000 smrti, odnosno života, naučilo?
02:04
Well, first we looked at words.
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Pa, prvo smo pogledali reči.
02:06
This here is an obituary headline.
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Ovo ovde je jedan naslov čitulje.
02:08
This one is of the amazing Lee Kuan Yew.
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To je čitulja neverovatnog Lija Guangjaoa.
02:10
If you remove the beginning and the end,
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Ako uklonite početak i kraj,
02:13
you're left with a beautifully worded descriptor
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ostaje vam lepo sročeni opis
02:16
that tries to, in just a few words, capture an achievement or a lifetime.
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koji nastoji da, u samo nekoliko reči, obuhvati dostignuće jednog životnog veka.
02:21
Just looking at these is fascinating.
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Samo gledanje ovoga je fascinantno.
Evo nekoliko poznatih, ljudi koji su umrli tokom poslednje dve godine.
02:24
Here are a few famous ones, people who died in the last two years.
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02:27
Try and guess who they are.
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Pokušajte da pogodite ko su.
02:28
[An Artist who Defied Genre]
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[Umetnik koji se opirao svrstavanju u žanr]
02:30
That's Prince.
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To je Prins.
02:32
[Titan of Boxing and the 20th Century]
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[Titan boksa i 20. veka]
O, da.
02:34
Oh, yes.
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[Muhamed Ali]
02:35
[Muhammad Ali]
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02:36
[Groundbreaking Architect]
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[Inovativni arhitekta]
Zaha Hadid.
02:38
Zaha Hadid.
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02:40
So we took these descriptors
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Uzeli smo ove opise
02:42
and did what's called natural language processing,
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i sproveli ono što se naziva obrada prirodnog jezika,
02:44
where you feed these into a program,
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gde ubacite ovo u program,
02:46
it throws out the superfluous words --
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a on izbacuje suvišne reči -
02:48
"the," "and," -- the kind of words you can mime easily in "Charades," --
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članove, „i“ - one reči koje lako možete da pokažete u igri pantomime -
02:52
and leaves you with the most significant words.
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i ostavlja vam najznačajnije reči.
02:55
And we did it not just for these four,
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Ovo smo uradili ne samo za ova četiri,
02:56
but for all 2,000 descriptors.
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već za svih 2 000 opisa.
02:59
And this is what it looks like.
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Ovako to izgleda.
03:02
Film, theatre, music, dance and of course, art, are huge.
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Film, pozorište, muzika, ples i, naravno, umetnost, su veoma zastupljeni.
03:08
Over 40 percent.
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Preko 40 procenata.
03:10
You have to wonder why in so many societies
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Morate se zapitati zašto u toliko mnogo društava
03:12
we insist that our kids pursue engineering or medicine or business or law
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insistiramo da se naša deca bave
inženjerstvom, medicinom, biznisom ili pravom
03:17
to be construed as successful.
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da bi ih smatrali uspešnim.
03:19
And while we're talking profession,
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Dok smo kod zanimanja,
03:21
let's look at age --
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razmotrimo godine -
03:22
the average age at which they achieved things.
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prosečne godine u kojima su ostvarili nešto.
03:25
That number is 37.
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Taj broj je 37.
To znači da morate da čekate 37 godina
03:28
What that means is, you've got to wait 37 years ...
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03:31
before your first significant achievement that you're remembered for --
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pre svog prvog značajnog dostignuća po kome će vas pamtiti -
u proseku -
03:35
on average --
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44 godine kasnije, kada umrete u 81. godini -
03:36
44 years later, when you die at the age of 81 --
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03:38
on average.
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u proseku.
(Smeh)
03:40
(Laughter)
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03:41
Talk about having to be patient.
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To se zove strpljenje.
03:42
(Laughter)
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(Smeh)
03:43
Of course, it varies by profession.
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Naravno, to se razlikuje u zavisnosti od zanimanja.
03:46
If you're a sports star,
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Ako ste sportska zvezda,
03:47
you'll probably hit your stride in your 20s.
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verovatno ćete dostići vrhunac u svojim 20-im godinama.
03:49
And if you're in your 40s like me,
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A ako ste u 40-im kao ja,
03:52
you can join the fun world of politics.
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možete se priključiti zabavnom svetu politike.
03:54
(Laughter)
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(Smeh)
03:55
Politicians do their first and sometimes only commendable act in their mid-40s.
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Političari ostvare svoje prvo, a ponekad i jedino delo vredno pohvale,
sredinom 40-ih godina.
03:59
(Laughter)
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(Smeh)
04:00
If you're wondering what "others" are,
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Ako se pitate ko su „ostali“,
04:02
here are some examples.
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evo nekih primera.
04:04
Isn't it fascinating, the things people do
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Zar nije fascinantno šta ljudi rade
04:06
and the things they're remembered for?
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i po čemu ostaju upamćeni?
04:08
(Laughter)
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(Smeh)
04:11
Our curiosity was in overdrive,
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Naša radoznalost je uhvatila zamah
04:13
and we desired to analyze more than just a descriptor.
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i rešili smo da analiziramo i više od opisa.
04:18
So, we ingested the entire first paragraph of all 2,000 obituaries,
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Uneli smo čitav prvi pasus svih 2 000 čitulja,
04:23
but we did this separately for two groups of people:
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ali smo to uradili zasebno za dve grupe ljudi -
04:26
people that are famous and people that are not famous.
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za ljude koji su poznati i one koji nisu poznati.
04:29
Famous people -- Prince, Ali, Zaha Hadid --
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Poznati ljudi - Prins, Ali, Zaha Hadid -
ljudi koji nisu poznati su osobe poput Džoslin Kuper,
04:32
people who are not famous are people like Jocelyn Cooper,
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04:36
Reverend Curry
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Velečasni Kari
04:37
or Lorna Kelly.
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i Lorna Keli.
04:38
I'm willing to bet you haven't heard of most of their names.
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Spreman sam da se kladim da niste čuli većinu njihovih imena.
04:41
Amazing people, fantastic achievements, but they're not famous.
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Neverovatni su ljudi, fantastična dostignuća, ali nisu poznati.
04:46
So what if we analyze these two groups separately --
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Dakle, šta ako analiziramo ove dve grupe odvojeno -
04:49
the famous and the non-famous?
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poznate i nepoznate?
04:50
What might that tell us?
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Šta bi nam to pokazalo?
04:52
Take a look.
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Pogledajte.
04:56
Two things leap out at me.
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Dve stvari mi upadaju u oči.
04:58
First:
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Prvo:
04:59
"John."
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„Džon“
(Smeh)
05:01
(Laughter)
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05:03
Anyone here named John should thank your parents --
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Ko god se ovde zove Džon treba da zahvali svojim roditeljima -
05:07
(Laughter)
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(Smeh)
05:08
and remind your kids to cut out your obituary when you're gone.
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i podseti decu da izrežu njegovu čitulju kad ga više ne bude.
05:12
And second:
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Drugo:
05:15
"help."
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„pomoć“.
05:18
We uncovered, many lessons from lives well-led,
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Otkrili smo mnogo lekcija iz kvalitetno proživljenih života
05:21
and what those people immortalized in print could teach us.
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i ono čemu nas mogu naučiti ti ljudi ovekovečeni u štampi.
05:24
The exercise was a fascinating testament to the kaleidoscope that is life,
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Ova vežba je bila fascinantno svedočanstvo kaleidoskopa koji predstavlja život,
05:29
and even more fascinating
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a još fascinantnija
05:32
was the fact that the overwhelming majority of obituaries
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bila je činjenica da je velika većina čitulja
05:35
featured people famous and non-famous,
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isticala poznate i nepoznate ljude,
05:38
who did seemingly extraordinary things.
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koji su uradili naizgled izuzetne stvari.
05:41
They made a positive dent in the fabric of life.
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Napravili su pozitivan trag u strukturi života.
05:44
They helped.
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Pomogli su.
05:46
So ask yourselves as you go back to your daily lives:
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Zato se zapitajte kad se vratite svom svakodnevnom životu
05:49
How am I using my talents to help society?
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kako koristite svoje talente da biste pomogli društvu.
05:52
Because the most powerful lesson here is,
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Jer je ovde najsnažnija lekcija da bi,
05:55
if more people lived their lives trying to be famous in death,
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ako bi više ljudi živelo svoj život nastojeći da budu poznati nakon smrti,
05:59
the world would be a much better place.
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svet bi bio mnogo bolje mesto.
06:02
Thank you.
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Hvala.
(Aplauz)
06:04
(Applause)
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