All right, so let's take four subjects that obviously go together: big data, tattoos, immortality and the Greeks. Right?
U redu, hajde da uzmemo četiri teme koje su očigledno povezane: velike podatke, tetovaže, besmrtnost i Grke. U redu?
Now, the issue about tattoos is that, without a word, tattoos really do shout. [Beautiful] [Intriguing] So you don't have to say a lot. [Allegiance] [Very intimate] [Serious mistakes] (Laughter) And tattoos tell you a lot of stories. If I can ask an indiscreet question, how many of you have tattoos? A few, but not most. What happens if Facebook, Google, Twitter, LinkedIn, cell phones, GPS, Foursquare, Yelp, Travel Advisor, all these things you deal with every day turn out to be electronic tattoos? And what if they provide as much information about who and what you are as any tattoo ever would?
Stvar sa tetovažama je ta što bez ijedne reči, zaista viču. [Prelepo] [Intrigantno] Ne morate reći puno toga. [Vernost] [Veoma intimno] [Ozbiljne greške] (Smeh) I tetovaže vam pričaju mnoge priče. Ako smem da postavim intimno pitanje, koliko vas ima tetovaže? Nekoliko, ali ne većina. Šta bi se desilo kada bi se ispostavilo da su Facebook, Google, Twitter, LinkedIn, mobilni telefoni, GPS, Foursquare, Yelp, Travel Advisor - sve te stvari kojima se svakodnevno bavite - elektronske tetovaže? I šta ako bi davale jednaku količinu informacija o tome ko ste i šta se, kao i bilo koja druga tetovaža?
What's ended up happening over the past few decades is the kind of coverage that you had as a head of state or as a great celebrity is now being applied to you every day by all these people who are Tweeting, blogging, following you, watching your credit scores and what you do to yourself. And electronic tattoos also shout. And as you're thinking of the consequences of that, it's getting really hard to hide from this stuff, among other things, because it's not just the electronic tattoos, it's facial recognition that's getting really good. So you can take a picture with an iPhone and get all the names, although, again, sometimes it does make mistakes. (Laughter) But that means you can take a typical bar scene like this, take a picture, say, of this guy right here, get the name, and download all the records before you utter a word or speak to somebody, because everybody turns out to be absolutely plastered by electronic tattoos.
Ono što se dešava poslednjih nekoliko decenija je to da publicitet koji ste imali kao šef države ili popularna javna ličnost, vam sada pridaju svakog dana svi ovi ljudi koji tvituju, bloguju o vama i prate vas, posmatraju vaš kreditni rejting i šta radite sebi. I elektronske tetovaže viču. I dok mislite o posledicama te činjenice, postaje zaista teško sakriti se od ovoga, jer između ostalog ne radi se samo o elektronskim tetovažama i prepoznavanje lica postaje veoma dobro. Možete slikati nešto Ajfonom i dobiti sva imena, iako ponekad zaista pogreši. (Smeh) Ali to znači da možete uzeti tipičan prizor iz bara poput ovoga, slikati, recimo, ovog tipa ovde, dobiti ime i preuzeti sve podatke pre nego što izustite reč ili pričate s nekim, jer se ispostavlja da su svi potpuno prekriveni elektronskim tetovažama.
And so there's companies like face.com that now have about 18 billion faces online. Here's what happened to this company. [Company sold to Facebook, June 18, 2012...] There are other companies that will place a camera like this — this has nothing to do with Facebook — they take your picture, they tie it to the social media, they figure out you really like to wear black dresses, so maybe the person in the store comes up and says, "Hey, we've got five black dresses that would just look great on you."
Postoje kompanije poput face.com koje sada imaju oko 18 milijardi lica na internetu. Evo šta se desilo toj kompaniji. [Kompanija prodata Fejsbuku, 18. juna 2012...] Postoje druge kompanije koje postavljaju kamere poput ove - ovo nije povezano s Fejsbukom - slikaju vas, povežu to sa društvenim medijima, otkriju da zaista volite da nosite crne haljine, pa vam možda priđe osoba u prodavnici i kaže: "Hej, imamo pet crnih haljina koje bi vam sjajno stajale."
So what if Andy was wrong? Here's Andy's theory. [In the future, everybody will be world famous for 15 minutes.] What if we flip this? What if you're only going to be anonymous for 15 minutes? (Laughter) Well, then, because of electronic tattoos, maybe all of you and all of us are very close to immortality, because these tattoos will live far longer than our bodies will. And if that's true, then what we want to do is we want to go through four lessons from the Greeks and one lesson from a Latin American.
Šta ako je Endi pogrešio? Evo Endijeve teorije. [U budućnosti, svi će imati 15 minuta svetske slave.] Šta ako preokrenemo ovo? Šta ako ćete samo biti anonimni 15 minuta? (Smeh) Onda, zbog elektronskih tetovaža, možda smo svi mi veoma blizu besmrtnosti, jer će ove tetovaže živeti mnogo duže od naših tela. Ako je to istina, onda bi trebalo da prođemo kroz četiri lekcije Grka i jednu lekciju Latinoamerikanca.
Why the Greeks? Well, the Greeks thought about what happens when gods and humans and immortality mix for a long time.
Zašto Grci? Grci su razmišljali o tome šta se dešava kada se dugo mešaju bogovi, ljudi i besmrtnost.
So lesson number one: Sisyphus. Remember? He did a horrible thing, condemned for all time to roll this rock up, it would roll back down, roll back up, roll back down. It's a little like your reputation. Once you get that electronic tattoo, you're going to be rolling up and down for a long time, so as you go through this stuff, just be careful what you post.
Lekcija broj jedan: Sizif. Sećate se? Uradio je strašnu stvar, osuđen na večnost da kotrlja stenu, ona bi se vratila dole, odgurao bi je gore, ona bi se vratila. To je nešto poput vaše reputacije. Jednom kada dobijete tu elektronsku tetovažu, guraćete stenu gore i dole veoma dugo, stoga budite veoma pažljivi šta postavljate dok prolazite kroz ovo.
Myth number two: Orpheus, wonderful guy, charming to be around, great partier, great singer, loses his beloved, charms his way into the underworld, only person to charm his way into the underworld, charms the gods of the underworld, they release his beauty on the condition he never look at her until they're out. So he's walking out and walking out and walking out and he just can't resist. He looks at her, loses her forever. With all this data out here, it might be a good idea not to look too far into the past of those you love.
Mit broj dva: Orfej, sjajan tip, šarmantan, super za provod, odličan pevač, izgubi voljenu, šarmom se uvuče u podzemlje, jedini je koji je to uspeo, šarmira bogove podzemlja, oni puste njegovu dragu pod uslovom da je ne pogleda dok ne izađu. I on izlazi i izlazi i ne može da odoli. Pogleda je i izgubi je zauvek. Sa svim ovim podacima, bila bi dobra ideja da ne gledate predaleko u prošlost onih koje volite.
Lesson number three: Atalanta. Greatest runner. She would challenge anybody. If you won, she would marry you. If you lost, you died. How did Hippomenes beat her? Well, he had all these wonderful little golden apples, and she'd run ahead, and he'd roll a little golden apple. She'd run ahead, and he'd roll a little golden apple. She kept getting distracted. He eventually won the race. Just remember the purpose as all these little golden apples come and reach you and you want to post about them or tweet about them or send a late-night message.
Lekcija tri: Atalanta. Najbolji trkač. Izazvala bi bilo koga. Ako pobedite, udala bi se za vas. Ako izgubite, umirete. Kako ju je Hipomen pobedio? Imao je divne male zlatne jabuke i ona bi ga pretrčala, a on bi zakotrljao malu zlatnu jabuku. Ona bi ga pretrčala, a on bi zakotrljao malu zlatnu jabuku. Stalno ju je ometao. Na kraju je pobedio. Samo se setite svrhe dok ove male zlatne jabuke dolaze do vas i želite da postavite nešto o njima ili tvitujete o njima ili pošaljete poruku kasno uveče.
And then, of course, there's Narcissus. Nobody here would ever be accused or be familiar with Narcissus. (Laughter) But as you're thinking about Narcissus, just don't fall in love with your own reflection.
I naravno, tu je Narcis. Ni za koga ovde se ne bi moglo reći da je sličan Narcisu. (Smeh) Ali dok mislite o Narcisu, nemojte da se zaljubite u svoj odraz.
Last lesson, from a Latin American: This is the great poet Jorge Luis Borges. When he was threatened by the thugs of the Argentine military junta, he came back and said, "Oh, come on, how else can you threaten, other than with death?" The interesting thing, the original thing, would be to threaten somebody with immortality. And that, of course, is what we are all now threatened with today because of electronic tattoos.
Poslednja lekcija, od Latinoamerikanca: ovo je veliki pesnik Horhe Luis Borhes. Kada su mu pretile siledžije argentinske vojne hunte, vratio se i rekao: "Ma dajte, čime još možete pretiti, osim smrću?" Interesantna stvar, originalna stvar bila bi zapretiti nekom besmrtnošću. A to je naravno ono što nam danas svima preti zbog elektronskih tetovaža.
Thank you.
Hvala vam.
(Applause)
(Aplauz)