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Vuk Ćosić: Pozor! Mrežno komuniciranje

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Hi, yes, it's true I have a degree in archaeology, I'm a professor here at the FDV faculty, I teach Web communications strategy. I am present in the economy, politics as well as culture. So I will try to use these three fields of interests or professional engagement as a foundation of my Talk and try to share with you a synthesis of everything that turns me on most at the moment among all of this work. I'm sorry I didn't have the right font, so I had to use this lousy, old and dull one. Comic Sans doesn't look good on Macintosh. Jesus Christ, folks, don't ever use that font, ok? At first, I would like to use the story of the media to illustrate the transition we are currently living in. And I don't mean the transition from feudalism straight into alcoholism, I'm interested in the more general state of the union, of let's say the whole society, of all of us, funny hominides. The thing that is happening is, that the media is sort of dying. We have a problem with that. The media companies don't want to operate, there is a lot of conferences taking place, I'm attending one of them every few weeks, where we are discussing business models, and whether it is possible to imagine a society without journalism and so on. And I would like to take a look at this matter from the point of view of network communication. In the context of network communication we see the media as some sort of mediators. Here on the left we have some individuals, the media is represented by a red square, don't know why red, don't dwell on this too much, please. On this side we have these three 'pigs', let's say these are politics or businessmen, it doesn't matter, there's some action going on there, and the media reports about it, passes the information forward to the civilians. A ridiculously simple illustration. But something has happened with this thing, because the media is not the mediator anymore, or to be more precise... New media (Laughter) The circumstances we're living in today are not structured in such a way that this kind of mediators would still be needed, because we are, thanks to the technological progress, or the occurence of web communication, witnessing the transformation of our society into an ecosystem. This is a pretty important distinction. I don't know, behavioural science knows all about it. But I am not going to talk about the adaptability of the broadcast networks, let them die. The topology, again ridiculously simplified, let's see if it is visible, in the background you are supposed to see the topology of the internet, a famous little picture, nevermind. The principal topological relation, that I'm interested in here is the ex-mediator, the media which, remains only one of the factors because it has come to a direct communication between the consumer of the content and the event, for lack of better words. This wonderful drawing made with the OmniGraffle Pro too, if anyone of you would like to know, looks simple, but has many consequences. Let's see what kind. In anthropology we namely speak about the structure and function in the primitive society. Here, in communication science, we distinguish the topology of the network and the type of communication in the network. Different terms, same content. So, what is going on in this network now? We have seen, that everyone is communicating with everyone. Let's take this one step at a time. Check out the nice font I've chosen. Communication is now always two-way. This is of main importance. It affects our understanding of art, because you can't say anything to Mona Liza, but with modern art, which is deliberatelly weblike and dialogical, this component is key and so on and so forth. The same goes for communication in the economy or politics. What I find utterly erotic is that such communications can be very fair if the parties involved arrange it to be so. If they don't, we have a problem, which needs to be solved. Like the bees mentioned before we need the help of a "Blue Beret". A very important aspect here is that communication is becoming more and more real-time. I'm sure you can find the Slovene equivalent for 'real-time' in some kind of daft literature mentioned before, in one of these fake translations. This is called the loss of field of expertise in the language. Crystal, a linguist, wrote about this. The experts are already using a term in English such as browser, browser, browser. Then comes another echelon, the translators, who translate it into Slovene. What happens? The experts don't know what they are talking about anymore, they can't understand their own texts. The newcomers have problems with reading the old material, we have a problem, Houston. Well, you made me think of this now. What concernes this real-timeness, this simultaneousness, an interesting case might be the Twitter discussion about this conference, taking place right now. Because I can see Živa, a big name on Twitter, and can presume that this is happening. "I can see you." - Sorry. You don't have to apologize, this is good. I forgot the name of the author of the book 'Presentation Zen'. On his blog he talks about this 'two-hand presentation style'. In one hand you are holding the presentation remote, next next next, and in the other you have your mobile phone with which you are following Twitter feed about your own lecture. I trust you to be on our side. I'm interested in the broader consequences, if we defined the topology, the function, the communication and its' main characteristics, let's take a look at the consequences. Hi, Napo, I didn't see you coming. You good? Always. An unpleasant new thing has happened. Individuals as well as organisations, have all become media now whether we like it or not. And it is only up to each of us to decide, if he or she wants to exert this new state, this new staus, some would even like to claim this new fundamental human right, and I could agree with that. Then we come to the fact that it would be wise to think about these things, as trivial as this may sound, but look, we are not thinking about this enough. How should we organize ourselves in this new ecosystem? Again as individuals or as groups? The poor mediators form the pre-ecosystemic let's call it life, will have to think hard about their future. In very simple words. So, we have bad news for the broadcast networks. Now and then you can still read about the broadcast networks and the problems they face because of the crisis, but when the money comes back, from somewhere, all the money's gone to heaven, everything will be OK again. Unfortunatelly it is not the case. So let's see, what is on the next slides. Up to now, everything is kind of OK, quite coherent, it is even possible to follow, I hope, my somnabulant narration to some extent. But between these cracks, there are some features, which we need to be very very worried about. How do you say cracks in Slovene? I don't know. 'Razpoke'. Two or three weeks ago, a fantastic book called 'Connected' was released. It was written by two white people. (Laughter) Well, Christakis and Fowler, there you go, now that you know their names, you've immediately remembered all the times you've spent together with them. C'mon, it's an obscure reference. But in the last issue of Wired magazine, a great, young and smart journalist Jonah Lehrer published an article about their book and presented a great little example. It turns out that in a small American town from the end of the 1940s on, they've kept track of different dimensions of the population, they've namely registered many health factors such as weight, whether the person is smoking, etc. But with this particular population also the way it is connected with the other part of the population. Who is related to whom, a kinship network, the late Levi-Strauss. Anyways, they have outlined the social network for this town and by that followed the progress of some health characteristics throughout five decades. And this visualisation here, this spaghetti diagram sorry, network diagrams are always unpleasant to look at, unless you find them sexy as I do, this is called pornography for informational architects. (Laughter) Anyways, this visualisation here shows the state before and after, like in the shampoo commercials. The bigger red circles on the left represent smokers before the legislation and all the public disapproval. On the right, smokers are marked with a red dot and you can see the change. The authors perform a very deep analysis and try to prove, they are very successful in doing this, they have a great command of English and are very convincing, the existence of the mechanism of influence inside the network, which is closely connected in this way. This is not the trivial story from Gladwell's Tipping Point about the 'influencers' although it refers to it, respect to all of you, who have read it. We're not doing any raising of the hands here. It is scientifically proven, it informs us in what way the propagation of ideas or ways of conducting works just as viral as anything else. Like this flu, despite which we have all gathered here in such great number. I wanted you to see this visualisation so that I could show you the next clip, I hope there will be sound. I'll check it like this. OK, we have sound. Here comes the movie. I am interested in the propagation of one tiny attribute, which is this one (GREED). And the movie is great. Greed, for lack of a better word, is good. Greed is right. Greed works. Greed clarifies, cuts through and captures the essence of an evolutionary spirit. Greed in all of its' forms. Greed for life, for money, for love, for knowledge, has marked the upward surge of mankind. And greed, you mark my words, will not only save Teldar Paper, but that other malfunctioning corporation called the U.S.A. Thank you very much. This is a clip from Stone's Wallstreet. A very famous clip nowadays shown in business schools by every professor, so that he can say, 'I told you so, I told you so'. Which is bullshit. But I thought of this clip, of this concept, because today, after one year and a half of the crisis, it is still the best explanation why and how it has come about. We are interested in two things here, one is the fundamental unit of the behaviour in the netowrk, this 'emergent behaviour', as it is called in the analysis of bee-swarms, How do you call a 'swarm' in Slovene? - 'Roj'. - Thanks. So what is the main unit of the behaviour in a network which causes unplanned, through this propagation mechanism, an kind of epidemic of such behaviour and a new quality. If you remember Clinton, who was in Ljubljana a few weeks ago, who claimed that we are living in a globalised, a very intertwined world. We come to the conclusion, oops, wait a minute, some bankers were giving rotten loans to some losers, who were selling them forward and because of that, I don't have the money to pay my own loan. Wife, I didn't tell you, but we have a problem in a few days, yes. I hope you respect the fact that I didn't want to use clip this illegally so I've signed Pirate Bay as watermark. (Applause) Of the whole presentation it has taken up most of my effort, to design and resize this image. I hope those guys there won't be outraged by the so called corporatisation of Pirate Bay. Don't show them this. Here, the question of perspective is raised, this is political philosophy. We always have some, dynamic balance, as our prime minister put it, a good expression, right? Dynamic balance, it's cool. We have despotism on the one opposite and on the other we have anarchy, in the sense of liberties, not in the sense of the ritual suicide of the community. Now it looks like we are again, as always throughout our history, in a dilemma, we are waiting to see on which side the ship will capsize. And now I would like to link all of this seemingly disparate entities together and make a kind of a synthesis. The message I'm interested in here, is OK, guys, we are dealing with the internet here, we are very present on it. Some of us are making a living by bothering companies how to do things on the internet. We are definitely a generation, which will witness some serious structural changes in the world for the sheer fact that we are using the web to communicate. With that I mean above all the dissapearance of mediators. I have chosen the concept of the media because it is quite clear. The same goes for the concept of the political party. The same goes, in my opinion, for the concept of parliamentary democracy. Let me remind you that the concept of the parliament exists because at the time when we invented it, we did not have a room big enough to fit in the whole nation and we did not have the technology, which would enable us to hear and pay regard to everyone's opinion, and combine them into a mix of mutual decision-making. The referendum as an idea reflects this intention, which was never realised. I don't even want to discuss Slovene politics and the exploitation of the idea of the referendum. Let the natives die. The point we're interested in here, is, that if the media is due to the loss of the mediator's role actually losing the purpose to exist at all, will we witness something similar with other great mediators, we are used to? This is not a trivial question, here we have forces of evil and forces of another kind of evil. it looks like a fight, but here we stand from the point of view of political philosophy. I would really like to take this pointer and push it on one or the other side, it would be great to have such power as an individual, that is why I would like to say that in my opinion an individual has the chance to influence this. Just remember the viral 'Greed videoclip' by, not Kirk Douglas, the little one, Michael Douglas, where this 'emergent behaviour' inside the swarm, or 'roj' in Slovene, but not in the sense of the return of investment, ROI, but ROJ. Because in my language 'roj' means only one thing and that is 'dinero'. Do we as individuals have the opportunity to choose our own tactics inside the network we are populating? And are we by this able to affect the positive movement of the pointer, whatever we see as a positive here. I was very careful not to say clerofascists or the Khmer Rouge. And this is the beginning of all this now. I've heard you've closed your laptop so ciao! (Applause)

Video Details

Duration: 18 minutes and 49 seconds
Country: Slovenia
Language: Slovenian
Genre: None
Director: TEDxLjubljana
Views: 153
Posted by: evridika on Apr 1, 2010

Vuk Ćosić, v Beogradu diplomirani arheolog in mednarodno priznani spletni umetnik, nam razloži, zakaj so klasični mediji v krizi in kakšna sta v tej tranziciji, ki jo je sprožil tehnološki napredek, vloga in položaj posameznika.

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