TED@BCG Berlin
Daniele Quercia: Happy maps
Daniele Quercia: Sretne karte
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Aplikacije za mapiranje pomažu nam pronaći najbržu rutu prema mjestu na koje idemo. Ali što ako bismo rađe lutali? Istraživač Daniele Quercia pokazuje "sretne karte" koje u obzir uzimaju ne samo rutu kojom idete, već kako se želite osjećati putem.
Daniele Quercia - Map researcher
At Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives. Full bio
At Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives. Full bio
Double-click the English transcript below to play the video.
00:13
I have a confession to make.
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Moram vam nešto priznati.
Kao znanstvenik i inžinjer,
00:17
As a scientist and engineer,
I've focused on efficiency for many years.
I've focused on efficiency for many years.
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usredotočio sam se na učinkovitost
dugi niz godina.
dugi niz godina.
00:25
But efficiency can be a cult,
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Ali učinkovitost može biti kult,
00:29
and today I'd like to tell you
about a journey
about a journey
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i danas bih vam volio pričati
o putovanju
o putovanju
00:32
that moved me out of the cult
and back to a far richer reality.
and back to a far richer reality.
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koje me izvuklo iz kulta
i vratilo u puno bogatiju stvarnost.
i vratilo u puno bogatiju stvarnost.
Prije nekoliko godina, nakon završetka
doktorata u Londonu,
doktorata u Londonu,
00:40
A few years ago, after finishing my Ph.D.
in London, I moved to Boston.
in London, I moved to Boston.
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preselio sam se u Boston.
00:45
I lived in Boston and worked in Cambridge.
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Živio sam u Bostonu i radio u Cambridgeu.
00:49
I bought a racing bicycle that summer,
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Kupio sam si trkaći bicikl toga ljeta,
00:52
and I bicycled every day to work.
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i vozio sam ga na posao svaki dan.
00:55
To find my way, I used my phone.
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Kako bih našao put,
koristio sam telefon.
koristio sam telefon.
00:57
It sent me over Mass. Ave.,
Massachusetts Avenue,
Massachusetts Avenue,
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Poslao me na Aveniju Massachusetts,
01:01
the shortest route from
Boston to Cambridge.
Boston to Cambridge.
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najkraću rutu od Bostona do Cambridgea.
01:05
But after a month
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Ali nakon mjesec dana
01:07
that I was cycling every day
on the car-packed Mass. Ave.,
on the car-packed Mass. Ave.,
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svakodnevnog bicikliranja
na Aveniji punoj automobila,
na Aveniji punoj automobila,
01:12
I took a different route one day.
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krenuo sam drugom rutom jednog dana.
01:15
I'm not entirely sure why I took
a different route that day, a detour.
a different route that day, a detour.
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Nisam potpuno siguran
zašto sam otišao drugom rutom toga dana,
zašto sam otišao drugom rutom toga dana,
01:20
I just remember a feeling of surprise;
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sjećam se samo osjećaja iznenađenja;
01:25
surprise at finding a street with no cars,
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iznenađenja što sam
našao ulicu bez automobila;
našao ulicu bez automobila;
01:29
as opposed to the nearby
Mass. Ave. full of cars;
Mass. Ave. full of cars;
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nasuprot Avenije Massachusets,
pune automobila;
pune automobila;
01:33
surprise at finding a street
draped by leaves and surrounded by trees.
draped by leaves and surrounded by trees.
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iznenađenje što sam našao ulicu
prekrivenu lišćem i okruženu drvećem.
prekrivenu lišćem i okruženu drvećem.
01:38
But after the feeling
of surprise, I felt shame.
of surprise, I felt shame.
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Ali nakon osjećaja
iznenađenja, osjetio sam stid.
iznenađenja, osjetio sam stid.
01:43
How could I have been so blind?
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Kako sam mogao biti tako slijep?
01:46
For an entire month,
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Čitav mjesec,
01:48
I was so trapped in my mobile app
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bio sam tako zarobljen u
svojoj mobilnoj aplikaciji
svojoj mobilnoj aplikaciji
01:51
that a journey to work
became one thing only:
became one thing only:
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da je putovanje na posao
postala samo jedna stvar:
postala samo jedna stvar:
01:55
the shortest path.
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najkraći put.
01:57
In this single journey,
there was no thought
there was no thought
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U ovom jednom putovanju
nije bilo razmišljanja
nije bilo razmišljanja
02:00
of enjoying the road,
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o uživanju u cesti,
02:03
no pleasure in connecting with nature,
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nikakvog užitka u povezivanju s prirodom,
02:05
no possibility of looking
people in the eyes.
people in the eyes.
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bez mogućnosti gledanja
ljudi u oči.
ljudi u oči.
02:09
And why?
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I zašto?
02:10
Because I was saving a minute
out of my commute.
out of my commute.
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Jer sam štedio minutu vremena
u svom putu na posao.
u svom putu na posao.
02:16
Now let me ask you: Am I alone here?
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Sad da vas pitam:
Jesam li sam u tome?
Jesam li sam u tome?
02:20
How many of you have never used
a mapping app for finding directions?
a mapping app for finding directions?
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Koliko vas nikad nije koristilo
aplikaciju za pronalaženje puta?
aplikaciju za pronalaženje puta?
Većina vas, ako ne svi, jeste.
02:26
Most of you, if not all, have.
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02:28
And don't get me wrong -- mapping apps
are the greatest game-changer
are the greatest game-changer
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I nemojte me krivo shvatiti --
aplikacije karte su najveći izum
aplikacije karte su najveći izum
02:33
for encouraging people
to explore the city.
to explore the city.
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koji potiče ljude da istražuju grad.
02:35
You take your phone out
and you know immediately where to go.
and you know immediately where to go.
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Izvadite telefon i odmah znate kamo ići.
02:39
However, the app also assumes
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No ipak, aplikacija također pretpostavlja
02:42
there are only a handful
of directions to the destination.
of directions to the destination.
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da postoji samo šačica
smjerova do destinacije.
smjerova do destinacije.
02:48
It has the power to make
those handful of directions
those handful of directions
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Ima moć da učini ovu šačicu smjerova
02:52
the definitive direction
to that destination.
to that destination.
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definitivnim smjerovima do te lokacije.
02:57
After that experience, I changed.
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Nakon tog iskustva, promijenio sam se.
02:59
I changed my research
from traditional data-mining
from traditional data-mining
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Promijenio sam istraživanje
od tradicionalnog rudarenja podataka
od tradicionalnog rudarenja podataka
03:03
to understanding how people
experience the city.
experience the city.
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do razumijevanja kako ljudi
iskuse grad.
iskuse grad.
03:07
I used computer science tools
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Koristio sam alate iz računalne znanosti
03:09
to replicate social science
experiments at scale, at web scale.
experiments at scale, at web scale.
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kako bih replicirao eksperimente
društvene znanosti u web razmjeru.
društvene znanosti u web razmjeru.
03:14
I became captivated
by the beauty and genius
by the beauty and genius
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Obuzela me ljepota i genij
03:20
of traditional social science experiments
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tradicionalnih eksperimenata
društvenih znanosti
društvenih znanosti
03:23
done by Jane Jacobs,
Stanley Milgram, Kevin Lynch.
Stanley Milgram, Kevin Lynch.
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koje su činili Jane Jacobs,
Stanley Milgram, Kevin Lynch.
Stanley Milgram, Kevin Lynch.
03:27
The result of that research
has been the creation of new maps,
has been the creation of new maps,
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Rezultat tog istraživanja
bilo je stvaranje novih karata,
bilo je stvaranje novih karata,
03:32
maps where you don't only find
the shortest path, the blue one,
the shortest path, the blue one,
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karata gdje ne nađete samo
najkraći put, plavi,
najkraći put, plavi,
03:37
but also the most enjoyable path,
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nego i najugodniji put,
03:40
the red one.
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crveni.
03:42
How was that possible?
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Kako je to moguće?
03:45
Einstein once said,
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Einstein je jednom rekao,
03:47
"Logic will get you from A to B.
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"Logika će vas dovesti od A do B.
03:50
Imagination will take you everywhere."
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Mašta će vas odvesti svugdje."
03:53
So with a bit of imagination,
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Sa malo mašte,
03:55
we needed to understand
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morali smo razumjeti
03:57
which parts of the city
people find beautiful.
people find beautiful.
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koji dijelovi grada su ljudima predivni.
04:01
At the University of Cambridge,
with colleagues,
with colleagues,
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Na sveučilištu u Cambridgeu,
sa suradnicima,
sa suradnicima,
04:04
we thought about this simple experiment.
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smislili smo ovaj jednostavan
eksperiment.
eksperiment.
04:07
If I were to show you
these two urban scenes,
these two urban scenes,
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Ako vam pokažem ove dvije
urbane scene,
urbane scene,
04:10
and I were to ask you
which one is more beautiful,
which one is more beautiful,
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i pitao bih vas koja je ljepša,
04:13
which one would you say?
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koju biste odabrali?
04:18
Don't be shy.
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Ne budite sramežljivi.
04:21
Who says A? Who says B?
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Tko kaže A? Tko kaže B?
04:24
Brilliant.
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Briljantno.
04:26
Based on that idea,
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Na osnovu te ideje,
izgradili smo platformu
za društvenu suradnju,
za društvenu suradnju,
04:27
we built a crowdsourcing platform,
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04:29
a web game.
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web igru.
04:30
Players are shown pairs of urban scenes,
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Igračima se pokaže par urbanih scena,
04:33
and they're asked to choose which one
is more beautiful, quiet and happy.
is more beautiful, quiet and happy.
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i traži ih se da se odabere
koja je ljepša, tiša i sretna.
koja je ljepša, tiša i sretna.
04:40
Based on thousands of user votes,
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Na osnovu tisuća korisničkih glasova,
04:42
then we are able to see
where consensus emerges.
where consensus emerges.
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onda možemo vidjeti gdje se
pokazuje konsenzus.
pokazuje konsenzus.
04:45
We are able to see which
are the urban scenes
are the urban scenes
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Možemo vidjeti koje urbane scene
04:48
that make people happy.
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čine ljude sretnima.
04:51
After that work, I joined Yahoo Labs,
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Poslije tog rada, pridružio sam se
Yahoo Labu,
Yahoo Labu,
04:54
and I teamed up with Luca and Rossano,
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i stvorio tim s Lucom i Rossanom,
04:57
and together, we aggregated
those winning locations in London
those winning locations in London
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i zajedno, sakupili smo
te pobjedničke lokacije u Londonu
te pobjedničke lokacije u Londonu
05:00
to build a new map of the city,
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kako bi izgradili novu kartu grada,
05:03
a cartography weighted for human emotions.
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kartografiju
vaganu prema ljudskim emocijama.
vaganu prema ljudskim emocijama.
05:07
On this cartography, you're not only
able to see and connect
able to see and connect
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U ovoj kartografiji, ne samo
da možemo vidjeti i povezati se
da možemo vidjeti i povezati se
05:11
from point A to point B
the shortest segments,
the shortest segments,
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od točke A do točke B najkraće dionice,
05:16
but you're also able
to see the happy segment,
to see the happy segment,
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već možemo vidjeti i sretne dijelove,
05:19
the beautiful path, the quiet path.
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prekrasan put, tihi put.
05:23
In tests, participants found the happy,
the beautiful, the quiet path
the beautiful, the quiet path
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U testovima, sudionici su smatrali
prekrasan, tihi put
prekrasan, tihi put
05:28
far more enjoyable than the shortest one,
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puno ugodnijim neko najkraći,
05:31
and that just by adding
a few minutes to travel time.
a few minutes to travel time.
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a time su dodali samo
nekoliko minuta putovanja.
nekoliko minuta putovanja.
05:37
Participants also love to attach
memories to places.
memories to places.
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Sudionici također vole pripisati
sjećanje mjestima.
sjećanje mjestima.
05:41
Shared memories --
that's where the old BBC building was;
that's where the old BBC building was;
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Dijeljenja sjećanja --
ondje je bila stara zgrada BBC-a;
ondje je bila stara zgrada BBC-a;
05:46
and personal memories --
that's where I gave my first kiss.
that's where I gave my first kiss.
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i osobna sjećanja --
tamo sam se prvi put poljubio.
tamo sam se prvi put poljubio.
05:51
They also recalled how some paths
smelled and sounded.
smelled and sounded.
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Prisjetili su se i kako su neke staze
mirisale i zvučale.
mirisale i zvučale.
05:56
So what if we had a mapping tool
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Pa što ako bismo imati alat za mapiranje
05:59
that would return
the most enjoyable routes
the most enjoyable routes
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koje davale najugodnije rute
06:01
based not only on aesthetics
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ne samo po estetici
već po zvuku, mirisu i sjećanjima?
06:04
but also based on smell, sound,
and memories?
and memories?
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06:07
That's where our research
is going right now.
is going right now.
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To je smjer u kojem naše istraživanje ide.
06:11
More generally, my research,
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Generalnije, moje istraživanje,
06:14
what it tries to do is avoid
the danger of the single path,
the danger of the single path,
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pokušava izbjeći
opasnosti jednog puta,
opasnosti jednog puta,
06:18
to avoid robbing people of fully
experiencing the city in which they live.
experiencing the city in which they live.
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izbjegava okrasti ljude od potpunog
iskustva grada u kojem žive.
iskustva grada u kojem žive.
06:23
Walk the path through the park,
not through the car park,
not through the car park,
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Prošetajte kroz park,
ne kroz parkiralište,
ne kroz parkiralište,
06:27
and you have an entirely different path.
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i imate jedan potpuno drugačiji put.
06:29
Walk the path full of people you love
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Prošetajte stazom punom ljudi koje volite
06:32
and not full of cars,
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a ne punom automobila,
06:34
and you have an entirely different path.
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i imate potpuno drugačiji put.
06:35
It's that simple.
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Tako je jednostavno.
06:39
I would like to end with this thought:
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Htio bih završiti s ovom mišlju:
06:41
do you remember "The Truman Show?"
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sjećate li se "Trumanovog Showa"?
06:43
It's a media satire in which a real person
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To je medijska satira
u kojoj stvarna osoba
u kojoj stvarna osoba
06:46
doesn't know he's living
in a fabricated world.
in a fabricated world.
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ne zna kako živi u umjetnom svijetu.
06:50
Perhaps we live in a world
fabricated for efficiency.
fabricated for efficiency.
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Možda živimo u svijetu koji
je stvorila naša učinkovitost.
je stvorila naša učinkovitost.
06:55
Look at some of your daily habits,
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Pogledajte neke svoje dnevne navike,
06:59
and as Truman did in the movie,
escape the fabricated world.
escape the fabricated world.
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i kako je Truman to učinio u filmu,
pobjegnite iz umjetnog svijeta.
pobjegnite iz umjetnog svijeta.
07:05
Why?
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Zašto?
Pa, ako mislite kako je avantura opasna,
probajte s rutinom.
probajte s rutinom.
07:06
Well, if you think that adventure
is dangerous, try routine. It's deadly.
is dangerous, try routine. It's deadly.
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Smrtonosna je.
07:13
Thank you.
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Hvala vam.
07:15
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Daniele Quercia - Map researcherAt Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives.
Why you should listen
Daniele Quercia works in the area of social media at Yahoo Labs in Barcelona. Before that, he was a Horizon senior researcher at The Computer Laboratory of the University of Cambridge. He is interested in the relationship between online and offline worlds and his work has been focusing in the areas of data mining, computational social science, and urban informatics. His research has been published in leading venues including ICSE, Ubicomp, ICDM, CSCW, RecSys, WSDM, and WWW, received honorable mentions from AAAI ICWSM, and has been featured on La Repubblica, The Independent, New Scientist, Le Monde, and BBC. He spoke at TEDx Barcelona and Falling Walls Berlin, and wrote for BBC. He was Postdoctoral Associate at the Massachusetts Institute of Technology where he worked on social networks in a city context, and his PhD thesis at UC London was nominated for BCS Best British PhD dissertation in Computer Science. During his PhD, he was a Microsoft Research PhD Scholar and MBA Technology Fellow of London Business School, and he also interned at the National Research Council in Barcelona and at National Institute of Informatics in Tokyo. He studied at Politecnico di Torino (Italy), Karlsruhe Institute of Technology (Germany), and University of Illinois (USA).
Daniele Quercia | Speaker | TED.com