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TEDxDubai - Leo Laporte - 10/10/09

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متحدثنا التالي سوف ينضم إلينا ليحدثنا عن قوة التعبير الإبداعي رحبوا على المسرح ليو لابورت تصفيق مرحبا بالجميع. من الجميل أن أراكم I have 18 minutes so I'm going to start my timer here - you'll forgive me; thats what I'm holding here هذا الرجل مجرد يجلس هنا, في الواقع لا يقوم بفعل أي شئ أنا سعيد جدا لرؤيتكم اليوم سعدت جدا لرؤية محاضرة محمد لأنه هذا بالضبط ما سأستشف منه لم أكن لأكون هنا لولا الإنترنت والانترنت هي فرصة لنا جميعا للتواصل وهذا ما انا هنا للحديث عن اليوم فقط لأولئك منكم الذين لا يعرفون عني أنا مذيع ورجل إعلامي مخضرم منذ ٣٢ عاما عملت في الإذاعة والتلفزيون الجرائد المجلات لقد كتبت ١٣ كتابا - جميعم عن الإعلام القديم و أتعلمون, تلك كانت حياة جميلة ولكن في السنوات ال 5 الماضية بعض الأشياء تغيرت بالنسبة لي لقد اكتشفت وسائل الإعلام الجديدة وأشعر, أكاد أشعر كأنني شخص يضع رجل واحدة على رصيف الإعلام القديم: لقد كان صلبا ولطيفا والرجل الأخرى على متن قارب الإعلام الجديد والذي بدأ في الإبحار وأشعر بأنني بدأت أنقسم قليلا ولكني على وشك أن أقفز للإعلام الجديد وأريد دعوتكم للقيام بنفس الشئ لأنه it is أكثر القوى ديموقراطية في العالم إنها بالضبط كما قال محمد إنها فرصة من أجل أن نتواصل جميعا. والعالم بحاجة لهذا فعلا وسائط الإعلام الجديدة الآن بحاجة ماسة إلى أن نتواصل جميعنا معا أنا, أقوم بالقليل.. لدي شبكة بودكاست ضغيرة أعمل من ضواحي شمال كاليفورنيا من كوخ ضغير ذو طابع فكتوري مكون من خشب جميل منصوب ولكنه مدعم بالتكنولوجيا أقوم بنحو عشرون بودكاست أسبوعيا أقوم بنحو 30 ساعة من لقطات فيديو حية بنيت أساسا محطة إذاعة متلفزة على الإنترنت في هذا الكوخ الصغير في وسط اللاشئ في شمال كاليفورنيا وأصل لجمهور عالمي تماما. في جميع أنحاء العالم جمهور أكبر بكثير عن ذلك الذي كنت أصل إليه من خلال التلفزيون أو الإذاعة أو الصحف أو المجلات وكانت تجربة رائعة بالنسبة لي it's really given me a chance to meet a lot of people and a lot of people a chance to hear what I have to say but I don't want to own it, I want to give it away - I want all of you to be doing the same thing I was at a dinner party about a month ago and this host said a really neat idea they hired a piano player and they got us all to sing at this dinner party I did not sing I decided to avoid that but everybody else did and it was a remarkable experience and I was thinking this must have been what it was used to be how people used to entertain themselves how we used to get together we'd read stories or we'd sing songs or we do skits - we'd entertain ourselves and about a 100 years ago all of that changed when mass media intruded into our homes and television and radio started to entertain us and professionals started to do it and we stopped doing it for ourselves we gave it away - we let them do all the entertaining and we stopped now, maybe its different in your home but I have to say, certainly in the United States most people spend the average of about 6 or 7 hours a day watching television just passively consuming entertainment not making anything of their own Clay Shirky was a wonderful philosopher of media in his very highly recommended essay called "Here comes everybody" says: what really happened is that the information age was so overwhelming that we all just retreated into our basements to watch "Bay Watch" and just give up! you know, it was a way of giving up I'm not sure thats what happened I think really in a way we got seduced by mass media it has put us to sleep but its a chance now for us to wake up from that You have 2 things happened technology has changed our lives, you know, for the last several millennia and technology was what brought mass media to us, you know a 100 years ago with the invention of radio and then of television everything changed when radio was first created, Marconi thought it was a one-to-one communications medium he thought it was really about you know, I'll call you Ship-to-Shore and theres a guy named David Sarnoff who's a telegraph operator who even tells a story of he was a telegraph operator who received the news that the Titanic was sinking theres some question about that; he loved to tell stories but Sarnoff wrote a very famous memo in 1916 that said: You know, theres more to radio than just me talking to another guy this could be a music hall, a concert in a box we could put these in every home in the Nation, and eventually, every home in the world and the Marconi corporation said: "Yeah, Crazy! Forget about it" So Sarnoff went off and started a company of his own called RCA and within a year he sold hundreds of millions of radios.. they gave away free concerts, free music they put it in every home in the Nation. It was the fastest growing medium ever television had somewhat the same success in fact, Sarnoff was very much involved in that It took over our lives mass media was incredibly successful was successful for another reason because right about that time, A fellow named Edward Bernays founded the modern science of public relations and marketing he was born in Vienna, his uncle was Sigmund Frued and Bernays said: you know, if we would just use all uncle Siggy's ideas we could convince people to buy more stuff we could convince people to change their ideas- he brought Freudian psychology into advertising with devastating effect it was very very effective he's famous for instance, one of his clients was "Lucky Strike" the cigarettes and there was a problem, Lucky Strike said: you know, only men smoke in public, women won't smoke in public we've got to somehow convince women to smoke in public so, Edward Bernays said: No problem! hired a bunch of young ladies, attractive young ladies to march in a big parade in New York City in around the turn of the century smoking what he called "Torches of Freedom" and he tied it to feminism. To liberation. To being able to smoke in public and it was a huge success. And women all over the country started smoking cigarettes he was the guy who created; I don't know if you use this term in your advertising "Four out of five doctors" have you seen that in ads? "Four out of five doctors recommend" He got hired by the bacon producers and everybody knows bacon is not good for you but what he did is he went to doctors and he said: well wouldn't it be better if people had hearty breakfasts? he surveyed 5,000 doctors and got them to say: Yes! people need to eat hearty bacon and egg breakfasts and he said 4 out of 5 doctors recommend bacon for breakfast A huge success! so this guy really pioneered modern advertising and what did this kind of advertising needed? it needed mass numbers it was effective! the more people you could reach the better so along comes this new way of advertising before then, advertising was really a list of features and benefits you should use our products because its this this and this its very straight-forward now all of a sudden advertising is don't let your friends smell you coming or you know, you might have bad breath - no body will want to kiss you and use fears, these primal fears to get people to do stuff and it needed a mass market along comes mass media; television and radio it was a perfect marriage and for the last 100 years they've completely dominated the psyche well I worked in that medium, I know how it works and it really is designed exactly that way but something is changing and, its changed for me, I started doing podcasts about 5 years ago and we started doing these podcasts aimed at people who were interested in technology I do gadgets, I do open-source, I do Macintosh and Windows and Linux its a whole network of podcasts, we reached millions of people its grown very very fast because we're authentic, we're genuine we are enthusiastic about it, and most importantly, because we treat our audiences as intelligent this is something the mass media couldn't do because advertisers were very afraid of intelligent people they felt like if you're intelligent, we can't seduce you with our messages you might think Four out of Five doctors recommend bacon? and they don't want you to think it so advertising was really aimed at the lowest common denominator mass media was aimed at the lowest common denominator and it was vastly successful because of it unfortunately, we're smart and I talk to smart people and all of a sudden, advertisers are realizing thats who they really want The new media is working better for them than the old media if you look at Google and Facebook these advertisers are able to buy specific audiences of people they're able to target them directly they're able to advertise to people who want to buy their product and it works better than tricking people tricking people has stopped working we're getting wiser, all of this great internet stuff that Mohammed was talking about is actually educating people and so this form of advertising just doesnt work as well as it used to so its very exciting times advertisers are coming to me saying we want an intelligent audience who wants to hear an authentic message but we don't want to buy 18 million people, we want to buy this very thin slice of people we want to aim at people who are going to buy our product and they're buying Facebook and Google for the same reason, because they get a very specific targeted audience and they're starting to move away from these mainstream forms of broadcasting Its a great opportunity because it means, all of a sudden, theres funding and support for grass-roots broadcasting, for podcasting and thats what I do, and thats what I want to encourage you to do to blog, to podcast, to create videos on YouTube we're suddenly seeing explosion of user created content everywhere you've all seen it happen here but we've been trained for a whole life time to sit down and shut up to be in an environment like this where one person talks and you listen and its fundamentally undemocratic so the problem with mass media is its very expensive to create only the person who can afford to buy a printing press or buy a television station or radio station a music recording studio could make this content for the last 100 years Thats whats really changing we really have 2 things that are happening here we have the low cost of production the digital technologies made it possible for anybody with a computer, a microphone to create a radio show if you've got a video camera you can create a YouTube video and be seen, not just in your country, but all over the world by millions and millions of people if you've got an internet access you can write a blog and instead of having to go to a publisher hat in hand and saying I want a chance to have this book be heard and then somebody gets to say yes or no to it you just do it, you go out there, you go to a site like "LuLu" and you publish that book or you publish it on a blog and so many more people can read it so theres a huge opportunity here because the cost of producing media has disappeared its gone to virtually nothing thats what one of the things that digital revolution has brought us - thats so exciting the other side of it is distribution is now widely available Yokai Benkler in his book "the wealth of nation" estimates - "the wealth of Networks" I should say estimates that there about a billion people worldwide who have access to the tools and the internet so that they sufficient to do television and radio, to do their own programing, their own shows everybody in here probably has access to those kinds of tools so all of a sudden, its cheap to do it and, you know, I have to say, that the old media is fighting back these guys who had the money to build a radio and tv stations don't like the idea that not only is the audience moving away from them, but advertisers are moving away from them they're fighting back just yesterday, in Beijing a big conference about 300, media, old media types Rupert Murdoch and Tom Curley Rupert Murdoch you know, and Tom Curley is the head of associated press both stood up and said: "Google is ripping us off - How dare Google publish links to our articles" "How dare bloggers talk about the stuff that we have spent so much time and money to put together on our newspapers and in our associated press feeds" "and we're going to shut them down" and I was stunned I thought, these people really don't understand whats happening, do they? they come from this old world where they had the monopoly because they had the means they had the voice; they got to choose who spoke they got to choose who read they totally controlled the media and the want to do exactly the same thing to Google they said: "how dare they publish links to our articles" I thought, are they crazy? don't they know how much traffic Google is driving to them? don't they understand that if they're no longer seen on Google they disappear in the modern era They don't understand they think you're going to continue to buy their newspapers or Rupert Murdoch thinks that, well, okay maybe you wont buy the newspaper but you'll certainly buy access to my internet site No! you wont! so its stunning to me to see the same thing - they sound very much like the record executives did in the US about 5 years ago when they said: "You're stealing our music!" I don't know if they do it here but when you go to a movie in the states you know, you've paid 10, 13 dollars to see this movie in the US and they run an ad saying: "Stop stealing our movies" I just paid 13 dollars I'm not stealing your movies they think of us, their customers, as thieves Fine! see you later! bye-bye its the end of the line for this old media - they no longer control the means of production we all can do it they no longer control the distribution we have access to a much better distribution network than anybody we have access to the internet which is fully global but its really important that we take advantage of this opportunity that is offered to us now that we go out and be heard because we've been trained to sit down and shut up and I think its now time to start standing up and being heard I come here to you to tell you times have changed the opportunity is here - stop being a passive consumer start telling the story, start singing the song, start playing the music and doing the skits start putting your word out there you might at first feel - I remember when I first started blogging no body wants to read what I have to say. How egotistical is this It feels a little strange because we're so used to the professionals doing it its your time its our time its a chance for us to speak, and the value of us speaking is so huge because people want to hear authentic voices, they want to hear real people they're tired of seeing perfectly quaft and made-up actors tell the stories. Its our time to tell the stories and if we all tell our stories and if every one of us goes out there and creates content its a real chance for us to have peace in this world. As Mohammed said, to learn about every person, every culture and no longer see that culture as the enemy its so important that we all do it its much more important, frankly, that you all do it than those of us in the states who have controlled the media for so long do you know, we've had our chance and now its really your chance to get out there and to start speaking and to let the word go forth so that's all I have to say I just want to encourage you to do it and encourage you to find a computer and start writing a blog, if its twitter; go ahead and start doing that if its YouTube, start making a video somebody once said to me "well, wait a minute Leo, if everybody, if a billion people start publishing stuff, who's going to know whats good?" "who's going to know whats great?" how are we going to? It will be a sea of information The science fiction author Theodor Sturgeon once very famously said "80% of everything is junk" he was a very cranky man and I think maybe he was even an optimist maybe 90% .. lets say 99% of everything is junk That's fair! and .. but if 1 in 100 isn't, thats huge! you know Mohammed just pointed out that how many videos on YouTube every minute on Youtube, 10 hours of video is uploaded they just crossed a billion views a day a billion people a day are looking at videos on YouTube well, if only 1% of that is good do the math for me - how many is that? thats 10 million great videos that's out of every 10 hours, 6 minutes a minute uploaded of great stuff thats more than you can watch in a life-time its 6 times more than you can watch in a life time so don't be, don't hold back, don't worry that there is going to be too many voices the good stuff will rise. It is now a meritocracy we have moved out of this era of, you know, the rich get to say what's heard and what's said the people who own the printing presses, the people who determine freedom of the press now we all get to and we all want to hear your voice so I come to you as a former broadcaster as a new born pod-caster saying lets all do this I invite you to join and create some content we want to hear what you have to say Thank you Applause

Video Details

Duration: 18 minutes and 30 seconds
Language: English
Genre: None
Views: 119
Posted by: sumayya on Mar 24, 2010

Our event is call TEDxDubai, where x=independently organized TED event.

At our TEDxDubai event, TEDTalks video and live speakers will combine to spark deep discussion and connection in a small group. The TED Conference provides general guidance for the TEDx program, but individual TEDx events, including ours, are self-organized

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