The presentation and the content

5 01 2014

Benjamin Bratton

We need to talk about TED

Let me tell you a story. I was at a presentation that a friend, an astrophysicist, gave to a potential donor. I thought the presentation was lucid and compelling (and I’m a professor of visual arts here at UC San Diego so at the end of the day, I know really nothing about astrophysics). After the talk the sponsor said to him, “you know what, I’m gonna pass because I just don’t feel inspired …you should be more like Malcolm Gladwell.”

At this point I kind of lost it. Can you imagine?

Think about it: an actual scientist who produces actual knowledge should be more like a journalist who recycles fake insights! This is beyond popularisation. This is taking something with value and substance and coring it out so that it can be swallowed without chewing. This is not the solution to our most frightening problems – rather this is one of our most frightening problems.

So I ask the question: does TED epitomize a situation where if a scientist’s work (or an artist’s or philosopher’s or activist’s or whoever) is told that their work is not worthy of support, because the public doesn’t feel good listening to them?

I submit that astrophysics run on the model of American Idol is a recipe for civilizational disaster


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