Endorse Walter - Nebojsa ilijevski at tedxskopje city2.0

Good afternoon… Actually, good morning, thank you for waking up. Just for the sake of feeling that I am talking to the whole TEDx license, and not half for example, from 100 people. I am very pleased, I have to say, and to spend part from my time, that TEDx happens second time in Skopje because I think it is very important, and I am very pleased that I will open it - I will walk with my head up tomorrow! Interesting, while I was preparing for this presentation, I called a friend to tell him – I am planning to use your nickname, as it is "IN",to use it in my presentation. And he says – okay, so what? I tell him, nothing, it’s an international event, TED, so you don'’t get an idea to sue me or something. Hey, good idea dude! I say, maybe not all ideas are worth sharing. I hope that at least some of those that we share today will find some use in our everyday life. By the way, the friend is called "The Sense" ’(good judgment). Now you might know which city in Macedonia he is from. They call him that because when they were throwing stones with the ones from across, he managed to break the head of the guy next to him... Somehow "the sense" as a word and as a concept, constantly interlaces with what I wanted to say today, because it refers to one relationship, our relationship, with the surroundings around us. It refers to our refinement, to the borders we set, so we don’t break someone’s head or at least their heart, so they’'d need to go to Zan Mitrev, as he mends broken hearts, as well. God forbid, as Tina says. The feeling can refer to other type of boundaries. It is the boundary that perhaps we don'’t recognize it in ourselves. It is the boundary of the power that we have as citizens. The boundary that we can move things forward in direction in which we would like to develop them. Dona calls him Walter, but I would call him with Bosnian accent, “Valter”, and I assume that some recognize Bata Zivojinovic with his gun here, but here you will have my hard "L" only, and I apologize for that.And actually, Dona described the theme wonderfully, as I would like in some way that we all look into the mirror and recognize our power. This is an old graffiti, isn’t it? IF IT’S OK FOR YOU, THEN.. NOTHING! Maybe worn-out by now. But somehow is applicable, as somehow it seems to me that all is OK. Because NOTHING, really, NOTHING, happenes.. Somehow it seems to me that we are too quiet.What I'’d like to communicate regarding the problems we face, is for example this thing: FLYING CAN ON A HIGHWAY I believe it happened to you while driving,to us it happens all the time that a can of Red Bull or whatever, comes from an Audi driving hundred an hour, and sticks to our windshield. So the problems which we meet probably will have association to something which in principle someone else should solve. Here are of course the ones we recognize, but also the ones that perhaps we never think of. Credits to Verica for the drinking water we use for watering…. Credits to my son Tadej, for the confused educational system he made me think of and which he confronts. In principle, what I'’d like to communicate today is exactly what Dona has announced, that I feel that a group of citizens or individuals possess the strength, tools, resources, power and determination to change the habits of other individuals or groups of people, who maybe have other interests and other behaviors, other traditional or cultural habits. Usually we refer to an economic crisis, we’ve been told we have it, and we call it a transitional crisis; however I actually think it is about crisis of the social imagination. So the tagline of this talk should be that in principle all of us can do more. I am obviously obsessed with this, I have 20 of those T-shirts and people maybe think I don'’t wash them, but here I see at least one of the mayor reasons why those things happen. We are truly “overwhelmed with media” on a global level, but here I’'d focus on Macedonia. I will leave the slide, "the globe" of Macedonia is still not out there. Maybe during the project two thousand two thousand –as my friend Ivana calls it– we’ll also invent it. At the moment we know that media today have a real power to sneak in things we might not be ready for and which create serious problems for us, regarding the feeling we create about the people around us. Perhaps, what we don’t see in relation to the media as a tool, is that slowly a new medium is getting born, or a new media tool, to be more precise, which has a power and which strength we need to acknowledge. You know, like to ENDORSE on LinkedIn, to see ourselves in the role of theinformation transmitter in a quality way. We stopped being just an audience long time ago; we are becoming passengers who now have a boat on the ship they were on. THE PEOPLE PREVIOUSLY KNOWN AS AN AUDIENCE READERS WHO WRITE; VIEWERS WITH CAMERA IN THEIR HANDS; LISTENERS WITH THE MICROPHONE... That gives us power to make changes in the society.We had the power since always. Maybe you will remember, maybe not,I have convinced myself that small man possesses power when in my birth city Majdanpek, Perica Kiselica has persuaded the local businessman from Gostivar to add more ice-creams in his assortment of products at his "sweets shop", besides chocolate and vanilla.We went there always, and we would order three vanillas and one chocolate, and he would enter and shout:– Baki, give me two strawberries and one vanilla. Perica, there is no strawberry. What do you mean, sweet shop named “Strawberry” and there is no strawberry? And he would do this every single day…Until one day he returned from a trip to his aunt in Germany, and told Baki (he had an idea) – Give me choco-vanilla! What is that? Put chocolate, put vanilla, mix them. He was lucky there was also one girl in the shop, who has asked for the same thing from Baki the following day.Give me choco-vanilla. Baki got it, made one more pot, and since then we had an offer of three ice-creams. And by the next year, we were ordering the ice-cream like this Kalashnikov. Serbia, to tell you bursting strawberry, banana, chocolate, vanilla and choco-vanilla. What has Perica Kiselica made.. He has identified the problem – I want something else besides vanilla and chocolate. MODEL OF A CHANGE - DEFINING THE PROBLEM; ARTICULATING THE MESSAGE; OFFERING SOLLUTION; PROVIDING EXPOSURE OF THE TARGET GROUP TO THE MESSAGE; THE CHANGE Then he thought of the message, and has pestered (or has tortured) his target – the confectioner, he was telling him what he needs, or has offered him a solution, and at the end, he has welcomed the change. This is my city, believe me there is a confectionary shop in which there are only two types of ice-creams. It is important to mention one metonym, misconception we keep, and that is the media. Usually this we regard as media (medii), as we regard Hollywood as the film industry in general. Also when we want to buy handkerchiefs, we call them ‘paloma’ and few other brands, not to mention them. But this is not media. There are only three media for communication, and if we understand the media as a means or a channel for mediation, transfer of information, then it will become clear that we have only three media, as per Vin Crosbie. Media for interpersonal communication, that’s one to one... mass media through which I talk to you, this is a mass media which doesn’t need to be electronic. And the third media is the digital one, and in that one is our strength. It’s important to make distinction among those two-three media to see what power is actually within us. The media for interpersonal communication can tailor the message so I can understand what kind of person is the other so I can transfer the information in a way I want to do it. However, I can transfer information to one person only, as it will create cacophony if there are more speakers at the same time. MEDIA FOR INTERPERSONAL COMMUNICATION DELIVERS INDIVIDUALIZED CONTENT TO ONE RECIPIENT ONLY The control is with all (both) participants in the communication The MASS MEDIA delivers single information to all. So that information is not adjusted to all recipients, the ones receiving the information. MASS MEDIA - DELIVERS SAME CONTENT TO UNLIMITED NUMBER OF RECIPIENTS; THE CONTROL IS WITH THE SENDERSIMULTANEOUSLY What does this mean? This would mean that we lacked media which could bride the qualities of those two media. This is exactly the new media who can carry personalized message to more people at once. That is the power, and we need to recognize it and to think about it and to find ways how to utilize it for our own benefits. NEW MEDIA - DELIVERS PERSONALIZED CONTENT TO UNLIMITED NUMBER OF RECIPIENTS SIMULTANEOUSLY It is interesting with this media that the control over the information is not only with the sender, or between the two as in the interpersonal communication, but we all have it – the one who sends it and the ones who receive it. What does this mean? This is a profile, actually a screenshot of my browser. Here you can see that I had interest in the campaign which Romanians made as an answer to the British campaign which aimed to prevent asylum seekers to come to Britain, so they said “you won’t like it here”, to which Romanians responded “maybe we won’t like it in Britain, but why don’t you come in Romania?” Excellent campaign, which gives example why would it be good for the British to come to Romania, by using sarcasm. However, the interesting part is here. This shows the interests of the person browsing, more precisely the one who wants to tell us something – and that is the advertisers, exactly knows what I want or what my computer wants. So you can imagine who has been searching for hair products, shame on you Saska had a guest from Spain so she wanted to make something new for him, Tadej is still interested in mobile phones and tries to find the best offer for them, this – we were at Manaki, my mother in law visited us, this is me, online photo sharing?.. Tina? Ok, later about this In principle, the strength we need to utilize today is exactly is this – to send a message which we can direct to precisely defined profile of a person, to appeal to his tastes and to tell him the message we have for him. I didn’t plan to talk about the photo of the naked Hamlet (on the cover of Vest), but I will follow it up by saying, that is the dilemma. Do we want to perhaps sneak something to someone who doesn'’t read about culture, let'’s say something we usually see, like the naked actor, so we can tell him something about the culture? That is what it is all about – recognizing the interest through which we can sneak in some other information. Here I will divert this talk. My little daughter Nadja, says this is a mouth. You probably have 1000 other, what am talking here, "a hundred" other ideas what could this be. Ivana says that someone left the door open but the light is still on My interpretation is that this is a playground of two dots in a two-dimensional world. Here is the two-dimensional world. So we have only width and length. Here are the two dots which you cannot see, so I zoomed them a bit and gave them relevant names, we’ll be calling them Jan(ak)i and Milton.So those two dots hang out together, you know. They come towards and away from each other, if one distances too much, the other one will see it as a dot, then it will come closer, and so they communicate between each other but they note the width and the length. All of the sudden something strange happened, Milton went somewhere and Janaki didn’t know where he was – he suddenly disappeared. Then he suddenly returned. So he asks, where have you been, man? I don’t know, to be honest… something happened to me, like something took me, something I don’t understand, I saw many strange things and then I was returned here. That, which is in the two-dimensional world, doesn’t have a feeling for the third dimension. IT knows width and length, so when Nadja wishes to play with the magnets on the fridge, for Milton who is on the fridge as a magnet, is completely puzzled how Janaki managed to move and disappear. Actually he went into the third dimension, which is not comprehensible for him. Then Nadja returned them, and they were OK, don’t worry about them. The concept with the new dimension is very important in order to understand how much we cannot comprehend some things. I am approximately one year with LiceVLice, otherwise I am from the Agency for Social Advertising PARTES. With LiceVLice we are partnering and together we are trying to make a marketing strategy for the street paper. During this year, there have been so many new dimensions opened for me that I am simply very pleased with the intellect and the perceptions that this magazine expanded within me. As you know, or maybe not, I’ll say shortly that it is a concept of a street magazine, magazine which is sold by marginalized people, who take half of the profit for them, so they have livelihood from it. But what is most important is that actually they come in communication with you, something that is usually not their privilege. We are used to see them with their hand down, not with the newspaper and the hand high above, as they said themselves on the last promotion of LiceVLice.To give you an example: it happened once, we were moving office, so I called LiceVLice and they sent me two guys from the "Centre for street children" to help. We agreed on a price, and they also said “but you need to give us a meal as well.” I laughed a bit, and I said, ok, what kind of meal? They said, spread, bread, whatever you like! Spread, bread, OK spread, bread. “But immediately, if possible!” See, I wake up in a world where there is a breakfast. I wasn’'t even aware that the kids were hungry. At 10am. 11am. They came hungry. That is a new dimension, which we don'’t usually see. When we are in the two dimensions, the third one we cannot seem to comprehend. I can speak a lot on the subject, what kind of dimensions there are, with us, who cannot see with other people, but also there are dimensions that we can awaken in other people. I know a guy, his name is Igor, from Struga, and he is a distributor of LiceVLice. Once he told me something.. I will tell you what – he passed on information:“I am very happy and pleased to sell LiceVLice because like this I get together with people and I feel good.” But this information which I passed on to you,the format of this information, influences the way you will perceive it.. Someone sitting in the audience might say - big deal – and this info then, has one quality. My point is that we usually share plain information. Media exposes us to information which is crude, basic, simplistic. I will now present the information packed in a format which communicates to us on more levels makes the real change. When we hear it from the source, it can influence us not only as basic information which is told to us,but it also touches different levels and awakens our sensibilities The video is called “I am happy, Igor”. I am happy.. “I am happy, and I will be happy, for this which I work… I work it with my will, and feel like I have more spirit And so, I carry those responsibilities If you want to punish someone, take his responsibilities from him. LiceVLice – responsible stuff.” Ane (the speaker) told us - If you want to punish someone, take his responsibilities from him.Really, marginalized people do not have a chance to communicate with us, in activities and similar, so there is a whole new world for them when we give them a chance to do that. Also for us, a new world opens…If you can start the video “The modest man” Maybe you know it - the video is on off.net, about an older man, now doctor, who is invited in one talk-show. The host tells him that next to him sits a woman, who once upon a time was a child, and whom he helped to save from the Nazis during the Second World War. Thirty people get up. Thirty people, in their seventies, and you see that this one man, actually made it possible for those 30 people to live but not only for them, but also the generations after them, their grandchildren, grand-grandchildren… So he made such a “peer to peer” “pay it forward” effect, that you can only see from his face how much that can mean. So the format with which we choose to communicate things is extremely important. This is Struga, the Struga Poetry Evenings. Inka and LiceVLice communicate social inclusion through the poetry of Koco Racin and the street performance. We can. This is the group of people who CAN. Thank you.