What I wanted to talk to you about today is two things: one, the rise of a culture of availability; and two, a request. So we're seeing a rise of this availability being driven by mobile device proliferation, globally, across all social strata. We're seeing, along with that proliferation of mobile devices, an expectation of availability. And, with that, comes the third point, which is obligation -- and an obligation to that availability.
Danas sam želeo da vam pričam o dvema stvarima: prva, rast kulture dostupnosti i druga, jedan zahtev. Vidimo porast dostupnosti, koji pokreće širenje mobilnih naprava, globalno, kroz sve društvene slojeve. Vidimo, uz to širenje mobilnih naprava, očekivanje dostupnosti. I sa time stiže i treća tačka, a to je obaveza - obaveza prema toj dostupnosti.
And the problem is, we're still working through, from a societal standpoint, how we allow people to be available. There's a significant delta, in fact, between what we're willing to accept. Apologies to Hans Rosling -- he said anything that's not using real stats is a lie -- but the big delta there is how we deal with this from a public standpoint. So we've developed certain tactics and strategies to cover up.
A problem je, još uvek radimo na tome, sa društvene tačke gledanja, kako dozvoljavamo ljudima da budu dostupni. Postoji značajno razilaženje, ustvari, između onoga što smo voljni da prihvatimo - izvinjenje Hansu Roslingu. On je rekao da je sve što ne koristi prave podatke laž - ali veliko razilaženje ovde je u tome kako se ophodimo prema ovome s javne strane. Tako smo razvili određene taktike i strategije da se prikrijemo.
This first one's called "the lean." And if you've ever been in a meeting where you play sort of meeting "chicken," you're sitting there, looking at the person, waiting for them to look away, and then quickly checking the device. Although you can see the gentleman up on the right is busting him.
Prva se zove "naginjanje". Ako ste nekada bili na nekom sastanku gde ste izvodili "kokošku", sedite tamo, gledate u osobu, čekate da se okrene, a onda brzo proveravate uređaj. Mada vidite da ga je gospodin s desne strane provalio.
"The stretch." OK, the gentleman on the left is saying, "Screw you, I'm going to check my device." But the guy, here, on the right, he's doing the stretch. It's that reeeee-e-e-each out, the physical contortion to get that device just below the tabletop.
"Istezanje". OK, gospodin s leve strane kaže, "Jebi se, ja ću da proverim moj uređaj". Ali ovaj tip, desno, on se proteže. To je ono prooooo-ootezanje, fizičko iskrivljenje da prinesete uređaj tik ispod površine stola.
Or, my favorite, the "Love you; mean it." (Laughter) Nothing says "I love you" like "Let me find somebody else I give a damn about."
Ili, moj omiljeni, "Volim te; budi iskren". (smeh) Ništa ne govori "Volim te" kao "Samo da nađem nekog drugog do koga mi je stalo".
Or, this one, coming to us from India. You can find this on YouTube, the gentleman who's recumbent on a motorcycle while text messaging. Or what we call the "sweet gravy, stop me before I kill again!" That is actually the device.
Ili ova, iz Indije. Možete naći ovo na "YouTube"-u, gospodin koji je zavaljen na motoru dok kuca poruke. Ili ono što zovemo, "bogo, zaustavi me pre nego što opet ubijem!" Ovo je zapravo uređaj.
What this is doing is, we find a -- (Laughter) a direct collision -- we find a direct collision between availability -- and what's possible through availability -- and a fundamental human need -- which we've been hearing about a lot, actually -- the need to create shared narratives. We're very good at creating personal narratives, but it's the shared narratives that make us a culture. And when you're standing with someone, and you're on your mobile device, effectively what you're saying to them is, "You are not as important as, literally, almost anything that could come to me through this device."
Vidimo - (smeh) direktan sudar - vidimo direktan sudar između dostupnosti - i onoga šta je kroz nju moguće - i osnovne ljudske potrebe - o čemu smo dosta slušali - potrebe da se stvaraju zajedničke priče. Veoma smo dobri u stvaranju ličnih priča, ali zajedničke priče nas čine kulturom. A kada stojite s nekim i koristite svoj mobilni uređaj, bukvalno im govorite "Nisi toliko važan kao, bukvalno skoro bilo šta što mi može stići kroz ovu spravu."
Look around you. There might be somebody on one right now, participating in multi-dimensional engagement.
Pogledajte oko sebe. Možda neko upravo koristi to, učestvuje u multidimenzionalnoj razmeni.
(Laughter)
(smeh)
Our reality right now is less interesting than the story we're going to tell about it later.
Naša trenutna stvarnost je manje zanimljiva od priče koju ćemo kasnije o njoj pričati.
This one I love. This poor kid, clearly a prop -- don't get me wrong, a willing prop -- but the kiss that's being documented kind of looks like it sucks.
Ovu volim. Ovaj jadni klinac, očigledno sportista - nemojte me pogrešno shvatiti, željni sportista - ali taj poljubac koji se snima deluje kao da je sranje.
This is the sound of one hand clapping.
Ovo je zvuk aplauza jedne ruke.
So, as we lose the context of our identity, it becomes incredibly important that what you share becomes the context of shared narrative, becomes the context in which we live. The stories that we tell -- what we push out -- becomes who we are. People aren't simply projecting identity, they're creating it.
Dakle, kako gubimo kontekst svog identiteta, postaje neverovatno važno da ono što delite postane kontekst zajedničke priče, postane kontekst u kome živimo. Mi postajemo priče koje pričamo - ono što izbacujemo. Nije da samo projektuju identitet, oni ga kreiraju.
And so that's the request I have for everybody in this room. We are creating the technology that is going to create the new shared experience, which will create the new world. And so my request is, please, let's make technologies that make people more human, and not less.
To je dakle, zahtev koji imam od svih u prostoriji. Stvaramo tehnologiju koja će kreirati novo zajedničko iskustvo, koje će kreirati novi svet. I moj zahtev je, molim vas, hajde da pravimo tehnologije koje čine ljude više humanima, a ne manje.
Thank you.
Hvala.