ABOUT THE SPEAKER
Kirk Citron - Media expert
Kirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits.

Why you should listen

Kirk Citron seems to have an innate understanding of all things media. He began his career in advertising at Ogilvy & Mather in New York, but soon started his own agency with Matt Haligman. Citron Haligman Bedecarré landed major clients and was named Adweek’s West Agency of the Year. Citron then transformed the company into AKQA -- a digital advertising agency that has won awards on both sides of the Atlantic with offices around the world.

Today, Citron continues to write and innovate. He is the editor of The Long News, finding news stories that will continue to matter as many as a thousand years from today, and consults for a number of non-profit organizations. He is also the author of the play But Not For Lunch, which has been staged at theaters in Maine, Miami and Pennsylvania.

More profile about the speaker
Kirk Citron | Speaker | TED.com
TED2010

Kirk Citron: And now, the real news

Kirk Citron: A sada, prave vesti

Filmed:
783,495 views

Koliko će današnjih novinskih naslova biti bitno za 100 godina? Ili 1000? Kirk Citronov projekat "Duge Vesti" sakuplja priče koje neće biti bitne samo danas, već će odjekivati decenijama, čak i vekovima koji su pred nama. Na TED2010 pokazao je nekoliko naslova koji imaju potencijal da oblikuju našu budućnost.
- Media expert
Kirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits. Full bio

Double-click the English transcript below to play the video.

00:16
We are drowningutapanje in newsвести.
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Mi se davimo u vestima.
00:19
ReutersRojters aloneсами putsставља out
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Samo Rojters objavi
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threeтри and a halfпола millionмилиона newsвести storiesприче a yearгодине.
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tri i po miliona vesti godišnje.
00:23
That's just one sourceизвор.
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To je samo jedan izvor.
00:26
My questionпитање is: How manyмноги of those storiesприче
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Moje pitanje je: Koliko će od tih vesti
00:28
are actuallyзаправо going to matterматерија in the long runтрцати?
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zaista biti bitno na duge staze?
00:31
That's the ideaидеја behindиза The Long NewsNovosti.
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To je ideja koja se nalazi iza Dugih Vesti.
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It's a projectпројекат by The Long Now FoundationFondacija,
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Iza projekta stoji The Long Now Fondacija,
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whichкоја was foundedоснован by TEDstersTEDsters includingукључујући
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koju su osnovali TEDsteri poput
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KevinKevin KellyKelly and StewartStewart BrandBrend.
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Kevina Kelija i Stjuarta Brenda.
00:40
And what we're looking for is newsвести storiesприче that mightМожда still matterматерија
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Ono što mi tražimo su vesti koje će biti bitne
00:42
50 or 100 or 10,000 yearsгодине from now.
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50 ili 100 ili 10.000 godina od danas.
00:46
And when you look at the newsвести throughкроз that filterфилтер,
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Kada na vesti gledate kroz taj filter,
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a lot fallsпада by the waysideVejsajd.
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mnoge postanu sporedne.
00:52
To take the topврх storiesприче from the A.P. this last yearгодине,
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Ako pogledate top vesti A.P. za prošlu godinu:
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is this going to matterматерија in a decadeдекада?
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Da li će ovo biti bitno za 10 godina?
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Or this?
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Ili ovo?
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Or this?
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Ili ovo?
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Really?
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Zaista?
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Is this going to matterматерија in 50 or 100 yearsгодине?
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Da li će ovo biti bitno za 50 ili 100 godina?
01:09
Okay, that was kindкинд of coolхладан.
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Ok, ovo je bilo cool.
01:11
(LaughterSmeh)
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(Smeh)
01:13
But the topврх storyприча of this pastпрошлост yearгодине was the economyекономија,
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Ali glavna tema prošle godine bila je ekonomija.
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and I'm just bettingklađenje that, soonerраније or laterкасније,
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Kladim se da će, pre ili kasnije,
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this particularпосебно recessionрецесија is going to be oldстари newsвести.
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konkretno ova recesija biti stara vest.
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So, what kindкинд of storiesприче mightМожда
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Pa kakve onda priče mogu
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make a differenceразлика for the futureбудућност?
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biti bitne i u budućnosti?
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Well, let's take scienceНаука.
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Uzmimo na primer medicinu.
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SomedayJednog dana, little robotsроботи will go
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Jednog dana mali roboti će ići
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throughкроз our bloodstreamsispitujuжi fixingфикинг things.
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našim krvotocima i popravljati stvari.
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That somedayједног дана is alreadyвећ here if you're a mouseмиш.
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Taj dan je sadašnjost, ako ste miš.
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Some recentскорашњи storiesприче:
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Neke skorašnje vesti:
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nanobeesnanobees zapZap tumorsтумори with realправи beeBee venomotrov;
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Nanomuve uklanjaju tumore koristeći otrov pravih muva.
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they're sendingслање genesгена into the brainмозак;
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One šalju gene u mozak.
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a robotробот they builtизграђен that can crawlпузи throughкроз the humanљудско bodyтело.
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[Oni su napravili robota] koji može da se kreće kroz ljudsko telo.
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What about resourcesресурса? How are we going to feedнапајање nineдевет billionмилијарде people?
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A šta sa resursima? Kako ćemo da nahranimo devet milijardi ljudi?
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We're havingимати troubleневоље feedinghranjenje sixшест billionмилијарде todayданас.
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Danas je problem i šest milijardi prehraniti.
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As we heardслушао yesterdayјуче, there's over a billionмилијарде people hungryгладан.
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Kao što smo čuli juče, na svetu je više od milijardu gladnih.
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BritainVelika Britanija will starveod gladi withoutбез geneticallyгенетски modifiedizmenio cropsусева.
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Britanija će izgladneti bez genetski modifikovane hrane.
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BillBil GatesGates, fortunatelyсрећом, has betопклада a billionмилијарде on [agriculturalпољопривредни] researchистраживање.
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Bil Gejts je, srećom, uložio milijardu u razvoj agrikulture.
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What about globalглобално politicsполитика?
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Šta sa globalnom politikom?
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The world'sсветске going to be very differentразличит when and if ChinaKina setsсетови the agendaдневни ред,
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Svet će biti mnogo drugačiji kada Kina bude postavljala uslove,
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and they mayможе.
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a to može da se desi.
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They'veOni su overtakenpretekao the U.S. as the world'sсветске biggestнајвеће carауто marketтржиште,
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Pretekli su SAD kao najveće tržište automobila na svetu.
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they'veони су overtakenpretekao GermanyNemačka as the largestнајвеће exporterизвозник,
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Pretekli su Nemačku kao najvećeg izvoznika.
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and they'veони су startedпочела doing DNADNK testsтестови on kidsклинци
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Počeli su sa DNK testovima sa decom
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to chooseизаберите theirњихова careersкаријере.
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da bi odredili njihove karijere.
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We're findingпроналажење all kindsврсте of waysначини to pushпусх back the limitsограничења of what we know.
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Nalazimo mnogo načina da potisnemo granice onoga što znamo.
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Some recentскорашњи discoveriesоткрића:
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Neka skorašnja otkrića:
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There's an antант colonyколонија from ArgentinaArgentina that has now
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Postoji kolonija mrava iz Argentine koja se sada
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spreadширити to everyсваки continentконтинент but AntarcticaAntarktik;
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proširila na sve kontinente osim Antarktika.
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there's a self-directedsebi usmereno robotробот scientistнаучник that's madeмаде a discoveryоткриће --
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Postoji potpuno samostalni robot naučnik koji je došao do otkrića.
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soonускоро, scienceНаука mayможе no longerдуже need us,
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Uskoro, možda uopšte ne budemo potrebni nauci.
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and life mayможе no longerдуже need us eitherили;
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Možda ne budemo više potrebni ni životu.
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a microbemikrob wakesBudi se up after 120,000 yearsгодине.
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Mikrob se probudio posle 120.000 godina.
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It seemsИзгледа that with or withoutбез us,
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Izgleda da će sa nama ili bez nas
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life will go on.
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život nastaviti da živi.
02:50
But my pickпицк for the topврх Long NewsNovosti storyприча of this pastпрошлост yearгодине
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Ali moj izbor za najbolju Dugu Vest godine
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was this one: waterвода foundнашао on the moonмесец.
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je vest da je pronađena voda na Mesecu.
02:55
MakesČini it a lot easierлакше to put a colonyколонија up there.
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To otkriće čini postavljanje kolonije tamo mnogo jednostavnijim.
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And if NASANASA-E doesn't do it, ChinaKina mightМожда,
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Ako NASA to ne bude uradila, Kina možda hoće,
03:00
or somebodyнеко in this roomсоба mightМожда writeпиши a bigвелики checkпровери.
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ili će neko od ljudi iz ove prostorije napisati veliki ček.
03:03
My pointтачка is this:
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Moja poenta je ovo:
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In the long runтрцати, some newsвести storiesприче
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Na duge staze, neke vesti su
03:07
are more importantважно than othersдруги.
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važnije od onih drugih.
03:09
(ApplauseAplauz)
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(Aplauz)
Translated by Ivan Minic
Reviewed by Sandra Gojic

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ABOUT THE SPEAKER
Kirk Citron - Media expert
Kirk Citron began his career as a fast-rising advertising executive, but now writes and provides media consultation for select non-profits.

Why you should listen

Kirk Citron seems to have an innate understanding of all things media. He began his career in advertising at Ogilvy & Mather in New York, but soon started his own agency with Matt Haligman. Citron Haligman Bedecarré landed major clients and was named Adweek’s West Agency of the Year. Citron then transformed the company into AKQA -- a digital advertising agency that has won awards on both sides of the Atlantic with offices around the world.

Today, Citron continues to write and innovate. He is the editor of The Long News, finding news stories that will continue to matter as many as a thousand years from today, and consults for a number of non-profit organizations. He is also the author of the play But Not For Lunch, which has been staged at theaters in Maine, Miami and Pennsylvania.

More profile about the speaker
Kirk Citron | Speaker | TED.com