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翻译人员: Xu Jiang
校对人员: Angelia King
00:16
The story starts in Kenya
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故事开始于2007年12月的
00:18
in December of 2007,
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肯尼亚,
00:20
when there was a disputed presidential election,
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一届备受争议的总统选举。
00:22
and in the immediate aftermath of that election,
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此次选举刚刚结束,
00:25
there was an outbreak of ethnic violence.
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就发生了种族暴力事件。
00:27
And there was a lawyer in Nairobi, Ory Okolloh --
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一位在内罗毕市的律师-奥里欧克罗,
00:30
who some of you may know from her TEDTalk --
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你们当中有些人可能通过她的TED讲话认识她-
00:32
who began blogging about it on her site,
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她在她的博客上报道这个事件,
00:34
Kenyan Pundit.
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她的博客叫肯尼亚观点。
00:36
And shortly after the election and the outbreak of violence,
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就在选举结束和暴力事件发生之后的短短时间内,
00:39
the government suddenly imposed
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肯尼亚政府突然实施了
00:41
a significant media blackout.
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对媒体的强有力管制。
00:43
And so weblogs went from being
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博客们纷纷从作为
00:45
commentary as part of the media landscape
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媒体平台的评述部分
00:47
to being a critical part of the media landscape
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变为媒体平台的批评部分,
00:50
in trying to understand where the violence was.
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试着了解到底在什么地方出现暴力。
00:53
And Okolloh solicited
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欧克罗向她的博客读者们
00:55
from her commenters
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征求更多
00:57
more information about what was going on.
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关于暴力事件的信息。
00:59
The comments began pouring in,
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大量的评论涌入进来。
01:01
and Okolloh would collate them. She would post them.
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欧克罗就收集起来。 再发表。
01:03
And she quickly said, "It's too much.
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她很快意识到,“这太多了。
01:05
I could do this all day every day
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我每天都可以工作一整天,
01:07
and I can't keep up.
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还忙不过来。
01:09
There is more information
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现在关于
01:11
about what's going on in Kenya right now
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肯尼亚的信息
01:13
than any one person can manage.
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简直多得让单独一个人无法整理。
01:15
If only there was a way to automate this."
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除非有个自动化的方式来整理。”
01:17
And two programmers who read her blog
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两位程序员读了她的博客后
01:19
held their hands up and said, "We could do that,"
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说:“我们可以帮助你建立一个自动化的程序。”
01:22
and in 72 hours, they launched Ushahidi.
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72个小时后,他们推出了Ushahidi。
01:25
Ushahidi -- the name means "witness"
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Ushahidi-这个名字来源于
01:27
or "testimony" in Swahili --
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斯瓦西里的“目击者”或“证人”-
01:29
is a very simple way of taking reports from the field,
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它的运作方式很简单,就是将现场,
01:32
whether it's from the web or, critically,
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无论是来自于互联网,更重要的
01:35
via mobile phones and SMS,
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是来自于移动电话或短信
01:37
aggregating it and putting it on a map.
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的报告汇总起来再发表到地图上。
01:40
That's all it is, but that's all that's needed
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那就行了,那就是所需要的了。
01:42
because what it does is it takes the tacit information
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因为它所做的就是获取
01:45
available to the whole population --
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全人类那些不为人知的隐形信息-
01:47
everybody knows where the violence is,
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每个人都知道暴力发生在什么地方,
01:49
but no one person knows what everyone knows --
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但是没有人通晓所有信息-
01:52
and it takes that tacit information
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所以这个程序就是将获取的那些不为人知的隐性信息汇总,
01:54
and it aggregates it,
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再到地图上定位,
01:56
and it maps it and it makes it public.
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最后公之于众。
01:58
And that, that maneuver
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那网站叫做
02:00
called "crisis mapping,"
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“危机信息地图”
02:02
was kicked off in Kenya
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于2008年一月
02:05
in January of 2008.
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在肯尼亚开始。
02:07
And enough people looked at it and found it valuable enough
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有足够多的人关注这网站,也发现了它有足够的价值,
02:10
that the programmers who created Ushahidi
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于是发明Ushahidi的程序员们
02:12
decided they were going to make it open source
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决定继续改变它为开放源,
02:14
and turn it into a platform.
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形成一个平台。
02:16
It's since been deployed in Mexico
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它被运用在跟踪墨西哥的
02:18
to track electoral fraud.
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选举舞弊中。
02:20
It's been deployed in Washington D.C. to track snow cleanup.
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它也被用在跟踪华盛顿特区的积雪清理。
02:23
And it's been used most famously in Haiti
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最著名的是它被运用在
02:25
in the aftermath of the earthquake.
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震后的海地。
02:28
And when you look at the map
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现在当你看到在
02:30
now posted on the Ushahidi front page,
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Ushahidi首页公布的地图,
02:32
you can see that the number of deployments in Ushahidi
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你会发现Ushahidi运用在世界各个角落,
02:34
has gone worldwide, all right?
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对吧?
02:37
This went from a single idea
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这项技术已经在短短三年
02:39
and a single implementation
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从2008年初在
02:41
in East Africa in the beginning of 2008
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东非的一个想法,
02:44
to a global deployment
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一个部署发展成为
02:46
in less than three years.
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一个网络全球的部署。
02:49
Now what Okolloh did
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欧克罗所做的
02:52
would not have been possible
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离开了数字科技
02:54
without digital technology.
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是远远不可能实现的。
02:57
What Okolloh did would not have been possible
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欧克罗所做的离开了人类共享
03:00
without human generosity.
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也是远远不可能实现的。
03:02
And the interesting moment now,
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现在有趣的是,
03:04
the number of environments
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社会设计挑战所需的
03:06
where the social design challenge
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氛围
03:08
relies on both of those things being true.
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依赖于这两个条件都具备。
03:11
That is the resource that I'm talking about.
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这就是我所讲的资源。
03:14
I call it cognitive surplus.
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我称它为认知盈余。
03:16
And it represents the ability
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它代表了
03:18
of the world's population
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人类
03:20
to volunteer and to contribute and collaborate
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在大型,全球化的项目上
03:23
on large, sometimes global, projects.
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自愿贡献和合作的能力。
03:26
Cognitive surplus is made up of two things.
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认知盈余由两部分组成。
03:28
The first, obviously, is the world's free time and talents.
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起初,很明显的,是全球的空闲时间和才能。
03:31
The world has over
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世界上
03:33
a trillion hours a year
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每年有超过一万亿的
03:36
of free time
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空闲时间
03:38
to commit to shared projects.
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来供我们合作项目。
03:40
Now, that free time existed in the 20th century,
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那是20世纪的空闲时间数据,
03:42
but we didn't get Ushahidi in the 20th century.
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不过20世纪我们没有Ushahidi。
03:45
That's the second half of cognitive surplus.
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接下来说到认知盈余的另一半。
03:47
The media landscape in the 20th century
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20世纪的媒体
03:49
was very good at helping people consume,
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在帮助人们消费方面做得非常好。
03:52
and we got, as a result,
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所以结果是,
03:54
very good at consuming.
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我们非常善于消费。
03:56
But now that we've been given media tools --
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但是现在,我们使用的媒体-
03:58
the Internet, mobile phones -- that let us do more than consume,
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互联网,移动手机-都让我们做更多的事情,而不仅仅是消费,
04:01
what we're seeing is that people weren't couch potatoes
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我们正看见的是人们不再是坐在电视机前,
04:04
because we liked to be.
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因为我们更喜欢做其它的事情。
04:06
We were couch potatoes because that was
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我们原先坐在电视机前是因为
04:08
the only opportunity given to us.
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我们只有那一个选择。
04:10
We still like to consume, of course.
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当然,我们还是喜欢消费。
04:12
But it turns out we also like to create,
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但是,我们也喜欢创造,
04:14
and we like to share.
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同时喜欢分享。
04:17
And it's those two things together --
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这两项加起来-
04:19
ancient human motivation
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就是人类自古就有的激情,
04:21
and the modern tools to allow that motivation
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现代工具使得这种激情
04:23
to be joined up in large-scale efforts --
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扩大化-
04:26
that are the new design resource.
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变成新的设计资源。
04:29
And using cognitive surplus,
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使用认知盈余,
04:31
we're starting to see truly incredible experiments
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我们更加看到真正的无与伦比的
04:34
in scientific, literary,
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在自然、文学
04:36
artistic, political efforts.
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艺术、政治的各种实验。
04:39
Designing.
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设计。
04:41
We're also getting, of course, a lot of LOLcats.
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我们还有了很多很多的狂笑猫咪LOLcats。
04:44
LOLcats are cute pictures of cats
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狂笑猫咪LOLcats是一组
04:46
made cuter with the addition of cute captions.
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很多可爱的猫咪在最可爱的时候的照片。
04:49
And they are also
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它们也是
04:51
part of the abundant media landscape we're getting now.
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我们当前广阔的媒体景观的一部分。
04:54
This is one of the participatory --
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这只是其中的一种参与模式,
04:56
one of the participatory models
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我们看到同Ushahidi一块儿的
04:58
we see coming out of that, along with Ushahidi.
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众多参与模式的一种。
05:01
Now I want to stipulate, as the lawyers say,
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我只想说,正如律师们说过的,
05:03
that LOLcats are the stupidest possible
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狂笑猫咪LOLcats是最愚蠢可行的
05:05
creative act.
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创作艺术。
05:07
There are other candidates of course,
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当然还有其它的一些,
05:09
but LOLcats will do as a general case.
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不过狂笑猫咪LOLcats是个大众化的例子。
05:12
But here's the thing:
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但有一点是
05:14
The stupidest possible creative act
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即便是最愚蠢可行的创作艺术
05:16
is still a creative act.
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也还是创作艺术。
05:19
Someone who has done something like this,
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一些人已经创作了类似的创作,
05:22
however mediocre and throwaway,
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无论创作是平庸或者一次性作品,
05:25
has tried something, has put something forward in public.
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他们都尝试过了,也展示给了大众。
05:28
And once they've done it, they can do it again,
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他们一旦完成了,就可以再次创作,
05:31
and they could work on getting it better.
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还可以做得更好。
05:33
There is a spectrum between mediocre work and good work,
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在平庸的作品和优秀作品之间有段空间。
05:36
and as anybody who's worked as an artist or a creator knows,
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任何艺术家或创作者都知道,
05:39
it's a spectrum you're constantly
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这段空间是你一直
05:41
struggling to get on top of.
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努力都想达到的最高境界。
05:43
The gap is between
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这也是
05:45
doing anything and doing nothing.
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做出点名堂和一事无成的鸿沟。
05:48
And someone who makes a LOLcat
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创作出狂笑猫咪的人
05:50
has already crossed over that gap.
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已经跨越了这个鸿沟。
05:53
Now it's tempting to want to get the Ushahidis
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现在没有狂笑猫咪,我们希望得到Ushahidis,
05:55
without the LOLcats, right,
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对,
05:57
to get the serious stuff without the throwaway stuff.
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从一次性作品过渡到严肃的创作作品。
06:00
But media abundance never works that way.
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但是大众媒体从来都不是那样工作的。
06:03
Freedom to experiment means freedom to experiment with anything.
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自由实验意味着自由地去尝试任何事情的实验。
06:06
Even with the sacred printing press,
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即便是在神圣的印刷业,
06:08
we got erotic novels 150 years
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色情小说比科技期刊
06:10
before we got scientific journals.
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早出现150年。
06:14
So before I talk about
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在我谈
06:17
what is, I think, the critical difference
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狂笑猫咪和Ushahidi的
06:19
between LOLcats and Ushahidi,
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关键区别之前,
06:21
I want to talk about
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我想,
06:23
their shared source.
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先谈谈它们共享的资源。
06:25
And that source is design for generosity.
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那资源是为了共享所设计的。
06:28
It is one of the curiosities of our historical era
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这是我们历史上充满好奇心的一段时期,
06:31
that even as cognitive surplus
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即便是认知盈余
06:33
is becoming a resource we can design around,
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也成为我们设计的资源,
06:35
social sciences are also starting to explain
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社会学家们也开始解释
06:38
how important
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我们内在动机
06:40
our intrinsic motivations are to us,
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对于我们是如何的重要,
06:42
how much we do things because we like to do them
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我们做什么事是因为我们喜欢这样做,
06:45
rather than because our boss told us to do them,
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而不是我们的老板告诉我们要这样做,
06:47
or because we're being paid to do them.
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或者是我们通过做这些事而拿到工钱。
06:50
This is a graph from a paper
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这张图来自于
06:53
by Uri Gneezy and Aldo Rustichini,
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Uri Gneezy和Afredo Rusticini的作品,
06:55
who set out to test, at the beginning of this decade,
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他们测试,在十年前,
06:58
what they called "deterrence theory."
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他们称为“威慑理论”的东西。
07:00
And deterrence theory is a very simple theory of human behavior:
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威慑理论是人类行为最简单的理论。
07:02
If you want somebody to do less of something,
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如果你不想要人们做某些事情,
07:04
add a punishment and they'll do less of it.
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只需要加上惩罚,人们便不会去做了。
07:06
Simple, straightforward, commonsensical --
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简单的,直白的,常识性的,
07:09
also, largely untested.
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同时很大程度上也是未加实验验证的。
07:11
And so they went and studied
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他们前往以色列
07:13
10 daycare centers in Haifa, Israel.
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海法市研究了十所日托中心。
07:15
They studied those daycare centers
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他们研究了这些日托中心
07:17
at the time of highest tension,
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最忙碌的时刻,
07:19
which is pick-up time.
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也就是接孩子的时刻。
07:21
At pick-up time the teachers,
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在接孩子的时刻,
07:23
who have been with your children all day,
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已经跟你的孩子呆了一整天的老师们
07:25
would like you to be there at the appointed hour to take your children back.
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希望家长们按照预定的时间接回孩子。
07:28
Meanwhile, the parents -- perhaps a little busy at work, running late, running errands --
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与此同时,家长们-可能因为工作,忙忙碌碌,琐事-
07:31
want a little slack to pick the kids up late.
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在接孩子的时候有可能迟到。
07:34
So Gneezy and Rustichini said,
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所以Gneezy和Rusticini说过,
07:36
"How many instances of late pick-ups
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“那十所日托中心
07:38
are there at these 10 daycare centers?"
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有多少晚接孩子的例子?”
07:40
Now they saw -- and this is what the graph is,
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现在他们看到-就是这张图表显示的,
07:42
these are the number of weeks and these are the number of late arrivals --
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这是星期的数量,这是晚接孩子的数量-
07:45
that there were between six and 10
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这十所日托中心平均
07:47
instances of late pick-ups
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有6到10个
07:49
on average in these 10 daycare centers.
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晚接孩子的例子。
07:51
So they divided the daycare centers into two groups.
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所以他们将这十所日托中心分成两组。
07:54
The white group there
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白色的一组是
07:56
is the control group; they change nothing.
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对照组,不做变化。
07:59
But the group of daycare centers represented by the black line,
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但是黑线代表的日托中心那组,
08:02
they said, "We are changing this bargain
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他们说:“现在我们做
08:04
as of right now.
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这样的改变。
08:06
If you pick your kid up more than 10 minutes late,
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如果你接孩子比预定的晚了十分钟,
08:08
we're going to add a 10 shekel fine to your bill.
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我们就罚你多交10锡克尔。
08:10
Boom. No ifs, ands or buts."
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就这样了。没有什么如果,但是的借口。”
08:13
And the minute they did that,
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就在他们做出改变的那一刻,
08:15
the behavior in those daycare centers changed.
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日托中心也发生了变化。
08:17
Late pick-ups went up
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接下来的四周内,
08:19
every week for the next four weeks
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每周晚接孩子的数量都在上升,
08:22
until they topped out at triple the pre-fine average,
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直到他们将罚金增加到原先的三倍,
08:25
and then they fluctuated
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而后,
08:27
at between double and triple the pre-fine average
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他们徘徊在
08:29
for the life of the fine.
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两倍到三倍罚金之间。
08:31
And you can see immediately what happened, right?
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你看到了立马的变化,是吧。
08:35
The fine broke the culture
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罚金打破了日托中心
08:37
of the daycare center.
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的规律。
08:39
By adding a fine,
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因为增加了罚金,
08:41
what they did was communicate to the parents
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原先他们同家长间的交流,
08:43
that their entire debt to the teachers
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让家长们欠下老师的债务
08:45
had been discharged
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变为了
08:47
with the payment of 10 shekels,
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10锡克尔的罚金,
08:49
and that there was no residue of guilt or social concern
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家长们也不会因为感到欠了老师的罚金
08:52
that the parents owed the teachers.
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而觉得内疚或者受到社会关注。
08:54
And so the parents, quite sensibly, said,
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所以家长们,感慨地说,
08:56
"10 shekels to pick my kid up late?
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“10锡克尔就可以晚接会儿孩子。
08:58
What could be bad?"
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还有什么更坏的呢?”
09:00
(Laughter)
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(笑声)
09:04
The explanation of human behavior
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自20世纪遗传下来的人类行为的解释
09:06
that we inherited in the 20th century
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说法,
09:09
was that we are all rational, self-maximizing actors,
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那就是我们人类都是理性的,自我最大化的演员。
09:12
and in that explanation --
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在这解释下-
09:14
the daycare center had no contract --
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日托中心没有合约-
09:17
should have been operating without any constraints.
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也没有任何运营限制。
09:20
But that's not right.
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但不对。
09:22
They were operating with social constraints
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他们在社会的约束下运营,
09:24
rather than contractual ones.
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而不是合同条款。
09:26
And critically, the social constraints
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关键的是,社会的约束
09:28
created a culture that was more generous
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创造了比合同条款
09:31
than the contractual constraints did.
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更广泛的一种文化。
09:33
So Gneezy and Rustichini run this experiment for a dozen weeks --
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所以在Gneezy和Rustichini进行这个实验的几周后-
09:36
run the fine for a dozen weeks --
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也就是增加罚款的几周-
09:38
and then they say, "Okay, that's it. All done; fine."
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他们说:“好啦,就到这里。都很好。”
09:41
And then a really interesting thing happens:
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真正有趣的现象发生了。
09:43
Nothing changes.
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什么也没有改变。
09:46
The culture that got broken by the fine
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罚款所改变的晚接孩子现象
09:49
stayed broken when the fine was removed.
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并没有随着罚款的取消而有所变化。
09:52
Not only are economic motivations
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不仅仅是经济动机
09:55
and intrinsic motivations
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和内在动机
09:57
incompatible,
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不相容,
09:59
that incompatibility
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那种不相容
10:01
can persist over long periods.
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能持续很长一段时间。
10:04
So the trick
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设计这样的情形的关键
10:06
in designing these kinds of situations
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在于
10:08
is to understand where you're relying on
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理解交易双方的经济行为部分,
10:11
the economic part of the bargain -- as with the parents paying the teachers --
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你依靠什么-就像家长们支付老师工钱-
10:14
and when you're relying on the social part of the bargain,
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和什么时候你依靠交易双方的社会行为部分,
10:17
when you're really designing for generosity.
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什么时候你真正为人们共享而设计。
10:20
This brings me back to the LOLcats
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这个将我引回狂笑猫咪LOLcats
10:23
and to Ushahidi.
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和Ushahidi中。
10:25
This is, I think, the range that matters.
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我认为,范围很重要
10:27
Both of these rely on cognitive surplus.
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它们两者都依赖认知盈余。
10:29
Both of these design for the assumption
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它们两者都为
10:31
that people like to create and we want to share.
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喜欢创造和分享的人们而设计。
10:34
Here is the critical difference between these:
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两者的关键差别是:
10:39
LOLcats is communal value.
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狂笑猫咪LOLcats具有公共价值(communal value)。
10:42
It's value created by the participants
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它的价值产生于参与者之间的
10:44
for each other.
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互动。
10:46
Communal value on the networks we have
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网络上的公共价值
10:49
is everywhere --
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到处都是。
10:51
every time you see a large aggregate
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每次你看到的那些庞大集合的,共享的
10:53
of shared, publicly available data,
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公共数据,
10:56
whether it's photos on Flickr
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无论是Flickr上的照片
10:58
or videos on Youtube or whatever.
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还是Youtube上的视频,或者其它什么。
11:00
This is good. I like LOLcats as much as the next guy,
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这些都很好。我跟另一个人一样喜欢狂笑猫咪,
11:02
maybe a little more even,
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或许更加喜爱。
11:04
but this is also
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但这也是
11:07
a largely solved problem.
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一个未被完全解决了的问题。
11:09
I have a hard time envisioning a future
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我很难设想未来,
11:11
in which someone is saying,
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就像有人说的,
11:13
"Where, oh where, can I find a picture
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“哪里,在哪里,我们能找到
11:15
of a cute cat?"
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一张可爱的猫咪图?”
11:17
Ushahidi, by contrast,
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相反,Ushahidi
11:19
is civic value.
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是一种公民价值(civic value)。
11:21
It's value created by the participants
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它的价值产生于参与者,
11:23
but enjoyed by society as a whole.
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但是整个社会都能共享。
11:25
The goals set out by Ushahidi
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Ushahidi的目标
11:27
are not just to make life better
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不仅仅让参与者的生活
11:29
for the participants,
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变得更好,
11:31
but to make life better for everyone in the society
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而让操作Ushahidi的社会中的
11:34
in which Ushahidi is operating.
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每一个人都生活得更好。
11:36
And that kind of civic value
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公民价值
11:39
is not just a side effect
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不仅仅是
11:41
of opening up to human motivation.
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激发人类动力的伴随现象,
11:44
It really is going to be a side effect
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而是它真正的成为
11:46
of what we, collectively,
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我们一起共同
11:48
make of these kinds of efforts.
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努力的巨大效应。
11:51
There are a trillion
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每年一万亿的
11:53
hours a year
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小时
11:55
of participatory value
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可供大家自由争取
11:57
up for grabs.
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共享价值。
11:59
That will be true year-in and year-out.
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年复一年的确如此。
12:02
The number of people who are going to be able
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参与这些项目
12:04
to participate in these kinds of projects
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的人数
12:06
is going to grow,
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正逐渐增加。
12:08
and we can see that organizations
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我们也会看见不同组织
12:11
designed around a culture of generosity
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在共享的文化下,尽管没有巨额的合同开销,
12:13
can achieve incredible effects
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也可以设计出不可思议的
12:15
without an enormous amount of contractual overhead --
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作品。
12:18
a very different model
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这是一个非常不同于
12:20
than our default model for large-scale group action in the 20th century.
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20世纪的大规模团体行动的默认模式。
12:24
What's going to make the difference here
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有所不同的是,
12:27
is what Dean Kamen said,
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正如一位发明家和企业家狄安卡门所说
12:30
the inventor and entrepreneur.
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的话。
12:32
Kamen said, "Free cultures get what they celebrate."
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卡门说:“自由文化让大家得到所崇尚的东西而庆祝。”
12:36
We've got a choice before us.
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我们现在正面临一个选择。
12:39
We've got this trillion hours a year.
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每年我们有成千上万亿小时的空闲时间。
12:41
We can use it to crack each other up, and we're going to do that.
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我们能利用它们让每个人都快乐起来,我们就要那么做。
12:44
That, we get for free.
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而且,我们免费共享。
12:46
But we can also celebrate
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但我们也要庆祝
12:48
and support and reward the people
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和支持以及奖励那些
12:50
trying to use cognitive surplus
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使用认知盈余
12:52
to create civic value.
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创造公民价值的人们。
12:54
And to the degree we're going to do that, to the degree we're able to do that,
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在多大程度上,我们要那么做,我们能那么做,
12:57
we'll be able to change society.
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我们就能改变社会。
12:59
Thank you very much.
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非常谢谢大家。
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