Sally Kohn: Don’t like clickbait? Don’t click

Prevodilac: Milenka Okuka Lektor: Mile Živković

So recently,

Nedavno

some white guys and some black women

su neki belci i neke crnkinje

swapped Twitter avatars, or pictures online.

zamenili avatare na Tviteru, iliti svoje onlajn slike.

They didn't change their content,

Nisu menjali sadržaj,

they kept tweeting the same as usual,

nastavili su da tvituju kao i obično,

but suddenly, the white guys noticed

ali iznenada, belci su primetili

they were getting called the n-word all the time

da ih nazivaju rečima na c, sve vreme

and they were getting the worst kind of online abuse,

i zlostavljali su ih na najgori mogući onlajn način,

whereas the black women all of a sudden

dok su crnkinje iznenada

noticed things got a lot more pleasant for them.

primetile da stvari za njih postaju sve prijatnije.

Now, if you're my five-year-old,

E sad, ako ste moja petogodišnjakinja,

your Internet consists mostly of puppies and fairies

vaš internet se sastoji uglavnom od kučića i vila,

and occasionally fairies riding puppies.

i povremeno od vila koje jašu na kučićima.

That's a thing. Google it.

To je prava stvar. Proguglajte.

But the rest of us know that the Internet

No mi ostali znamo da internet

can be a really ugly place.

može da bude gadno mesto.

I'm not talking about the kind of colorful debates

Ne govorim o šarolikim debatama,

that I think are healthy for our democracy.

koje mislim da su dobre za našu demokratiju.

I'm talking about nasty personal attacks.

Govorim o zlonamernim ličnim napadima.

Maybe it's happened to you, but it's at least

Možda se desilo vama,

twice as likely to happen, and be worse,

ali je bar dvostruko veća šansa da se desi, u gorem obliku,

if you're a woman, a person of color, or gay,

ako ste žena, obojena osoba ili gej,

or more than one at the same time.

ili više ovih stvari zajedno.

In fact, just as I was writing this talk,

Zapravo, baš dok sam pisala ovaj govor,

I found a Twitter account called @SallyKohnSucks.

naišla sam na Tviter nalog @SallyKohnSucks (Sali Kon je odvratna).

The bio says that I'm a

Biografija kaže da sam:

"man-hater and a bull dyke and the only thing I've ever accomplished with my career

"mrziteljka muškaraca i nezgrapna lezbača, a jedino što sam postigla u životu

is spreading my perverse sexuality."

je širenje svoje perverzne seksualnosti."

Which, incidentally, is only a third correct.

Usput, samo trećina ovoga je istinita.

I mean, lies! (Laughter)

Mislim, laži! (Smeh)

But seriously, we all say we hate this crap.

Ali ozbiljno, svi kažemo da mrzimo ovo đubre.

The question is whether you're willing to make

Pitanje je da li ste spremni

a personal sacrifice to change it.

na lična žrtvovanja da biste to promenili.

I don't mean giving up the Internet.

Ne mislim da se odreknete interneta.

I mean changing the way you click,

Mislim da promenite način na koji klikćete,

because clicking is a public act.

jer su klikovi javni čin.

It's no longer the case

Nije više slučaj

that a few powerful elites control all the media

da nekoliko elitnih moćnika kontroliše sve medije,

and the rest of us are just passive receivers.

a da smo mi ostali samo pasivni primači.

Increasingly, we're all the media.

Sve više smo mi mediji.

I used to think, oh, okay, I get dressed up,

Nekad sam mislila, ah, u redu, obučem se

I put on a lot of makeup,

i stavim mnogo šminke,

I go on television, I talk about the news.

odem na televiziju, govorim o vestima.

That is a public act of making media.

To je javni čin medijske delatnosti.

And then I go home and I browse the web

A onda odem kući i pretražujem internet

and I'm reading Twitter,

i čitam Tviter,

and that's a private act of consuming media.

to je privatni čin medijskog potrošača.

I mean, of course it is. I'm in my pajamas.

Mislim, naravno da jeste. U pidžami sam.

Wrong.

Greška.

Everything we blog, everything we Tweet,

Svi naši blogovi, svi naši tvitovi

and everything we click

i sve na šta kliknemo

is a public act of making media.

je javni čin medijske delatnosti.

We are the new editors.

Mi smo novi urednici.

We decide what gets attention

Mi odlučujemo šta će da izazove pažnju,

based on what we give our attention to.

na osnovu toga čemu mi poklonimo pažnju.

That's how the media works now.

Tako funkcionišu mediji danas.

There's all these hidden algorithms that decide

Postoje razni skriveni algoritmi, koji odlučuju

what you see more of and what we all see more of

šta gledate češće i šta svi mi gledamo češće,

based on what you click on,

na osnovu toga na šta klikćemo,

and that in turn shapes our whole culture.

a to za uzvrat oblikuje našu celu kulturu.

Over three out of five Americans think we have

Preko tri od pet Amerikanaca smatra da imamo

a major incivility problem in our country right now,

ogroman problem s nekulturom u našoj državi trenutno,

but I'm going to guess that at least three out of five

ali ću pretpostaviti da bar tri od pet Amerikanaca

Americans are clicking on the same insult-oriented,

klikće na isto uvredljivo,

rumor-mongering trash that feeds

komercijalno tračersko smeće koje hrani

the nastiest impulses in our society.

najniže pobude našeg društva.

In an increasingly noisy media landscape,

U sve bučnijem medijskom pejzažu,

the incentive is to make more noise to be heard,

podstiču vas da budete što bučniji, kako bi vas čuli,

and that tyranny of the loud

a ta tiranija bučnih

encourages the tyranny of the nasty.

ohrabruje tiraniju bezobraznih.

It does not have to be that way.

Ne mora tako da bude.

It does not.

Ne mora.

We can change the incentive.

Možemo da promenimo podsticaje.

For starters, there are two things we can all do.

Za početak, svi možemo uraditi dve stvari.

First, don't just stand by the sidelines when you see someone getting hurt.

Kao prvo, nemojte da stojite po strani kada primetite da nekoga povređuju.

If someone is being abused online, do something.

Ako nekoga zlostavljaju na internetu, uradite nešto.

Be a hero. This is your chance.

Budite heroj. Ovo je vaša prilika.

Speak up. Speak out. Be a good person.

Budite glasni. Budite odvažni. Budite dobra osoba.

Drown out the negative with the positive.

Ugušite negativno pozitivnim.

And second, we've got to stop clicking

I pod dva, moramo prestati da klikćemo

on the lowest-common-denominator, bottom-feeding

na najniže zajedničke sadržaoce, hranitelje niskosti,

linkbait.

mamce za linkove.

If you don't like the 24/7 all Kardashian

Ako vam se ne sviđa celonedeljni program koji prikazuje

all the time programming,

sve o Kardašijanima,

you've got to stop clicking on the stories

morate prestati da klikćete na priče

about Kim Kardashian's sideboob.

o ispaloj dojki Kim Kardašijan.

I know you do it. (Applause)

Znam da to radite. (Aplauz)

You too, apparently.

Očito i vi.

I mean, really, same example:

Mislim stvarno, isti primer:

if you don't like politicians calling each other names,

ako vam se ne sviđaju međusobne prozivke političara,

stop clicking on the stories

prestnite da klikćete na priče

about what one guy in one party called the other guy in the other party.

o tome kako je neko iz jedne stranke nazvao nekoga iz druge stranke.

Clicking on a train wreck just pours gasoline on it.

Klikovima na olupine samo dodajete benzin na vatru.

It makes it worse, the fire spreads.

Bude još gore, vatra se proširi.

Our whole culture gets burned.

Naša čitava kultura sagori.

If what gets the most clicks wins,

Ako ono što dobije najviše klikova pobeđuje,

then we have to start shaping the world we want

onda moramo da počnemo da oblikujemo svet kakav želimo

with our clicks,

svojim klikovima

because clicking is a public act.

jer su klikovi javni čin.

So click responsibly. Thank you.

Zato klikćite odgovorno. Hvala.

(Applause)

(Aplauz)