3 ways the brain creates meaning | Tom Wujec

Prevodilac: Radica Stojanović Lektor: Sandra Gojic

Last year at TED we aimed to try to clarify

Prošle godine na TEDu imali smo cilj da rasvetlimo

the overwhelming complexity

veliku kompleksnost

and richness that we experience at the conference

i bogatstvo koje smo doživeli na konferenciji

in a project called Big Viz.

u projektu nazvanom Big Viz.

And the Big Viz is a collection of 650 sketches

Big Viz je kolekcija od 650 crteža

that were made by two visual artists.

koja su napravila dva vizuelna umetnika.

David Sibbet from The Grove,

Dejvid Sibet iz Gruva,

and Kevin Richards, from Autodesk,

i Kevin Ričards iz Autodeska

made 650 sketches that strive to capture

su napravili 650 crteža kojima su nastojali da uhvate

the essence of each presenter's ideas.

suštinu ideje svakog predavača.

And the consensus was: it really worked.

I složili smo se da to zaista radi.

These sketches brought to life the key ideas,

Ti crteži su dali život ključnim idejama,

the portraits, the magic moments

porteti, magični momenti

that we all experienced last year.

koje smo svi doživeli prošle godine.

This year we were thinking, "Why does it work?"

Ove godine smo mislili, "Zašto to radi?"

What is it about animation,

Šta je to u animacijama,

graphics, illustrations, that create meaning?

grafikama, ilustracijama, što kreira značenje?

And this is an important question to ask and answer

Ovo je važno pitanje koje zahteva odgovor

because the more we understand how the brain creates meaning,

jer što bolje razumemo način na koji mozak kreira značenje,

the better we can communicate,

bolje ćemo komunicirati,

and, I also think, the better we can think and collaborate together.

i takođe mislim, bolje ćemo razmišljati i sarađivati.

So this year we're going to visualize how

Tako ćemo ove godine da vizuelizujemo kako

the brain visualizes.

mozak vizuelizuje.

Cognitive psychologists now tell us that the brain

Kognitivni psiholozi nam sada govore da mozak

doesn't actually see the world as it is,

ne vidi svet kakav je on zapravo,

but instead, creates a series of mental models

već umesto toga, on kreira seriju mentalnih modela

through a collection of "Ah-ha moments,"

kroz kolekciju "A-ha momenata",

or moments of discovery, through various processes.

ili momenata otkrića, kroz različite procese.

The processing, of course, begins with the eyes.

Proces, naravno, počinje očima.

Light enters, hits the back of the retina, and is circulated,

Lagani ulazi, udaraju pozadinu retine, i teku,

most of which is streamed to the very back of the brain,

većina njih odlazi u zadnji deo mozga,

at the primary visual cortex.

u primarni vizuelni korteks.

And primary visual cortex sees just simple geometry,

A primarni vizuelni korteks vidi samo jednostavnu geometriju,

just the simplest of shapes.

samo jednostavne oblike.

But it also acts like a kind of relay station

Ali se takođe ponaša i kao vrsta relejne stanice

that re-radiates and redirects information

koja preoblikuje i preusmerava informacije

to many other parts of the brain.

ka mnogim drugim delovima mozga.

As many as 30 other parts that selectively make more sense,

Čak 30 drugih delova koji selektivno prave više značenja,

create more meaning through the kind of "Ah-ha" experiences.

stvaraju više značenja kroz "A-ha " doživljaje.

We're only going to talk about three of them.

Pričaćemo samo o tri takva dela.

So the first one is called the ventral stream.

Prvi se zove ventralni sistem.

It's on this side of the brain.

On je na ovoj strani mozga.

And this is the part of the brain that will recognize what something is.

I to je deo mozga koji će prepoznati šta je nešto.

It's the "what" detector.

To je "šta" detektor.

Look at a hand. Look at a remote control. Chair. Book.

Pogledajte ruku. Pogledajte daljinski. Stolicu. Knjigu.

So that's the part of the brain that is activated

Dakle to je deo mozga koji se aktivira

when you give a word to something.

kada date reč nečemu.

A second part of the brain is called the dorsal stream.

Drugi deo mozga se naziva dorzalni sistem.

And what it does is locates the object

Ono što on radi jeste lokacija objekta

in physical body space.

u fizičkom svetu.

So if you look around the stage here

Tako ukoliko pogledate binu ovde

you'll create a kind of mental map of the stage.

stvorićete neku vrstu mentalne mape bine.

And if you closed your eyes you'd be able to mentally navigate it.

I ako zatvorite oči bićete u mogućnosti da se mentalno krećete njom.

You'd be activating the dorsal stream if you did that.

Aktivirali biste dorzalni sistem da biste to uradili.

The third part that I'd like to talk about

Treći deo o kom bih želeo da govorim

is the limbic system.

je limbički sistem.

And this is deep inside of the brain. It's very old, evolutionarily.

On se nalazi duboko u mozgu. Veoma je star, evoluciono.

And it's the part that feels.

I to je deo koji oseća.

It's the kind of gut center, where you see an image

To je na neki način centar suštine, gde vidite sliku

and you go, "Oh! I have a strong

i bude: "Oh! Imam jaku

or emotional reaction to whatever I'm seeing."

ili emocionalnu reakciju na ovo u šta gledam".

So the combination of these processing centers

Tako nam kombinacija ovih centara

help us make meaning in very different ways.

pomaže da stvaramo značenja na veoma različite načine.

So what can we learn about this? How can we apply this insight?

Pa šta mi možemo naučiti iz ovoga? Kako možemo iskoristiti ovaj uvid?

Well, again, the schematic view

I ponovo, šematski prikaz

is that the eye visually interrogates what we look at.

je da oko vizuelno ispituje ono u šta gledamo.

The brain processes this in parallel, the figments of information

Mozak radi paralelno,

asking a whole bunch of questions

postavljajući gomilu pitanja

to create a unified mental model.

da bi stvorio jedinstven mentalni model.

So, for example, when you look at this image

Tako, na primer, kada gledate u ovu sliku

a good graphic invites the eye to dart around,

dobra grafika poziva oko da ispituje naokolo,

to selectively create a visual logic.

kako bi selektivno kreiralo vizuelnu logiku.

So the act of engaging, and looking at the image creates the meaning.

Tako akt povezivanja i gledanja u sliku stvaraju značenje.

It's the selective logic.

To je selektivna logika.

Now we've augmented this and spatialized this information.

Proširili smo i smestili ovu informaciju.

Many of you may remember the magic wall that we built

Mnogi od vas se možda sećaju magičnog zida koji smo sagradili

in conjunction with Perceptive Pixel

u sprezi sa Perceptive Pixel

where we quite literally create an infinite wall.

gde smo skoro bukvalno stvorili beskonačni zid.

And so we can compare and contrast the big ideas.

Tako možemo uporediti i suprotstaviti velike ideje.

So the act of engaging and creating interactive imagery

I tako akt sjedinjavanja i stvaranja interaktivnog lika

enriches meaning.

dostižu značenje.

It activates a different part of the brain.

To aktivira različite delove mozga.

And then the limbic system

A potom se limbički sistem

is activated when we see motion, when we see color,

aktivira kada vidimo pokret, kada vidimo boju.

and there are primary shapes and pattern detectors

Postoje detektori za primarne oblike i modele

that we've heard about before.

za koje smo čuli ranije.

So the point of this is what?

I šta je poenta toga?

We make meaning by seeing,

Mi stvaramo značenja tako što gledamo,

by an act of visual interrogation.

kroz proces vizuelnog ispitivanja.

The lessons for us are three-fold.

Lekcija za nas je trostruka.

First, use images to clarify what we're trying to communicate.

Prvo, upotreba slika kako bi rasvetlili sa čim pokušavamo da komuniciramo.

Secondly make those images interactive

Drugo, čini te slike interaktivnim

so that we engage much more fully.

kako bismo se potpunije vezali.

And the third is to augment memory

I treće je da se poveća memorija

by creating a visual persistence.

stvaranjem vizuelne perzistencije.

These are techniques that can be used to be --

Ovo su tehnike koje se mogu koristiti da bi --

that can be applied in a wide range of problem solving.

koje mogu biti primenjene u širokom dijapazonu rešavanja problema.

So the low-tech version looks like this.

Manje napredne verzije izgledaju ovako.

And, by the way, this is the way in which

I uzgred, ovo je način na koji

we develop and formulate

mi razvijamo i fornulišemo

strategy within Autodesk,

strategiju unutar Autodeska,

in some of our organizations and some of our divisions.

u nekim od naših organizacija.

What we literally do is have the teams

Ono što mi bukvalno radimo jeste da imamo timove koji

draw out the entire strategic plan

prave čitave strategije

on one giant wall.

na jednom ogromnom zidu.

And it's very powerful because everyone gets to see everything else.

I to je veoma moćno jer svako može da vidi sve ostalo.

There's always a room, always a place

Uvek postoji soba, uvek mesto

to be able to make sense of all of the components

koje je u stanju da da smisao svim komponentama

in the strategic plan.

u strateškom planu.

This is a time-lapse view of it.

Ovo je pogled na vremenski okvir toga.

You can ask the question, "Who's the boss?"

Možete pitati, "Ko je šef?"

You'll be able to figure that out. (Laughter)

Bićete u stanju da to otkrijete.

So the act of collectively and collaboratively

Tako akt zajedničke saradnje

building the image

u izgradnji slike

transforms the collaboration.

transformiše samu saradnju.

No Powerpoint is used in two days.

Powepoint se nije koristio ta dva dana.

But instead the entire team

Već je umesto toga ceo tim

creates a shared mental model

stvarao zajednički mentalni model

that they can all agree on and move forward on.

oko kog su se svi složili i potom nastavili dalje.

And this can be enhanced and augmented with

A ovo može biti poboljšano i uvećano sa

some emerging digital technology.

nekom poboljšanom digitalnom tehnologijom.

And this is our great unveiling for today.

I ovo je naše veliko otkrovenje za danas.

And this is an emerging set of technologies

Ovo je poboljšani set tehnologija

that use large-screen displays

koji koriste monitori velikih ekrana

with intelligent calculation in the background

sa naprednim kalkulatorima u pozadini

to make the invisible visible.

kako bi nevidljivo učinili vidljivim.

Here what we can do is look at sustainability, quite literally.

Ono što možemo uraditi jeste da pogledamo održivost, doslovno.

So a team can actually look at

Tim može posmatrati

all the key components that heat the structure

sve ključne elemente koji čine strukturu

and make choices and then see the end result

i praviti izbore i potom videti krajnji rezultat

that is visualized on this screen.

koji je vizuelizovan na ekranu.

So making images meaningful has three components.

Tako akt davanja smisla slikama ima tri komponente.

The first again, is making ideas clear by visualizing them.

Prva, opet, je rasvetljavanje ideja putem vizuelizacije.

Secondly, making them interactive.

Druga, načiniti ih interaktivnim.

And then thirdly, making them persistent.

I potom treća, činiti ih trajnim.

And I believe that these three principles

A ja verujem da ova tri principa

can be applied to solving some of the very tough problems

mogu biti primenjena na rešavanje veoma teških problema

that we face in the world today. Thanks so much.

sa kojima se srećemo danas u svetu. Mnogo vam hvala.

(Applause)

(Aplauz)