TED@BCG Berlin
Daniele Quercia: Happy maps
Danijel Kersija (Daniele Quercia): Mape sreće
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Aplikacije za prikazivanje mapa pomažu nam da pronađemo najbržu putanju do svog odredišta. Ali šta ako bismo radije lutali? Istraživač Danijel Kersija prikazuje "mape sreće" koje u obzir uzimaju ne samo putanju kojom biste želeli da idete, već i kako usput želite da se osećate.
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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Imam jedno priznanje.
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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Kao naučnik i inženjer,
godinama sam se fokusirao na efikasnost.
godinama sam se fokusirao na efikasnost.
00:25
But efficiency can be a cult,
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Ali efikasnost zna da bude sekta,
00:29
and today I'd like to tell you
about a journey
about a journey
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i danas bih želeo
da vam pričam o putovanju
da vam pričam 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 je odvelo iz sekte
i vratilo do bogatije stvarnosti.
i vratilo do bogatije stvarnosti.
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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Pre nekoliko godina, nakon doktorata
u Londonu, preselio sam se u Boston.
u Londonu, preselio sam se u Boston.
00:45
I lived in Boston and worked in Cambridge.
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Živeo sam u Bostonu
i radio sam u Kembridžu.
i radio sam u Kembridžu.
00:49
I bought a racing bicycle that summer,
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Tog leta sam kupio trkački bicikl
00:52
and I bicycled every day to work.
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i svakog dana sam njime išao na posao.
00:55
To find my way, I used my phone.
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Koristio sam telefon
da bih pronašao put.
da bih pronašao put.
00:57
It sent me over Mass. Ave.,
Massachusetts Avenue,
Massachusetts Avenue,
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Poveo me je preko avenije Masačusets,
01:01
the shortest route from
Boston to Cambridge.
Boston to Cambridge.
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najkraće putanje od Bostona do Kembridža.
01:05
But after a month
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Ali nakon mesec 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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svakodnevne vožnje
ovom avenijom krcatom automobilima,
ovom avenijom krcatom automobilima,
01:12
I took a different route one day.
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jednog dana krenuo sam drugačijim putem.
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 sasvim siguran zašto sam
tog dana išao drugim putem.
tog dana išao drugim putem.
01:20
I just remember a feeling of surprise;
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Samo se sećam osećaja iznenađenja -
01:25
surprise at finding a street with no cars,
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iznenađenja zbog ulice bez automobila,
01:29
as opposed to the nearby
Mass. Ave. full of cars;
Mass. Ave. full of cars;
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nasuprot susednoj aveniji Masačusets
koja je bila prepuna njih,
koja je bila prepuna njih,
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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iznenađenja zbog pronalaska ulice
prekrivene lišćem i okružene drvoredima.
prekrivene lišćem i okružene drvoredima.
01:38
But after the feeling
of surprise, I felt shame.
of surprise, I felt shame.
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Ali nakon osećanja iznenađenja,
osetio sam sramotu.
osetio sam sramotu.
01:43
How could I have been so blind?
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Kako sam mogao da budem tako slep?
01:46
For an entire month,
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Celog meseca,
01:48
I was so trapped in my mobile app
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bio sam toliko zarobljen
svojom aplikacijom na telefonu
svojom aplikacijom na telefonu
01:51
that a journey to work
became one thing only:
became one thing only:
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da je putovanje na posao
postalo samo jedna stvar -
postalo 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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Na ovom putovanju, nije bilo pomisli
02:00
of enjoying the road,
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na uživanje u putu,
na zadovoljstvo u povezivanju s prirodom,
02:03
no pleasure in connecting with nature,
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02:05
no possibility of looking
people in the eyes.
people in the eyes.
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nije bilo mogućnosti
da ljude gledate u oči.
da ljude gledate 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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Zato što sam iz svog puta
štedeo jedan minut.
štedeo jedan minut.
02:16
Now let me ask you: Am I alone here?
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A sada da vas pitam: jesam li jedini?
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 nikada nije koristilo
aplikaciju za mape da nađete put?
aplikaciju za mape da nađete put?
02:26
Most of you, if not all, have.
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Većina vas jeste, ako ne i svi.
02:28
And don't get me wrong -- mapping apps
are the greatest game-changer
are the greatest game-changer
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Nemojte me pogrešno shvatiti -
ove aplikacije su najveći faktor
ove aplikacije su najveći faktor
02:33
for encouraging people
to explore the city.
to explore the city.
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koji ljude ohrabruje 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
kuda da idete.
kuda da idete.
02:39
However, the app also assumes
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Ipak, aplikacija takođe 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 mali broj
uputstava do tog odredišta.
uputstava do tog odredišta.
02:48
It has the power to make
those handful of directions
those handful of directions
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Ima moć da taj broj upustava učini
02:52
the definitive direction
to that destination.
to that destination.
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krajnjom putanjom do tog odredišta.
02:57
After that experience, I changed.
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Nakon tog iskustva, promenio sam se.
02:59
I changed my research
from traditional data-mining
from traditional data-mining
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Promenio sam svoje istraživanje
od tradicionalne potrage za podacima
od tradicionalne potrage za podacima
03:03
to understanding how people
experience the city.
experience the city.
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na razumevanje toga kako ljudi
mogu da iskuse grad.
mogu da iskuse grad.
03:07
I used computer science tools
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Koristio sam informatičke alate
03:09
to replicate social science
experiments at scale, at web scale.
experiments at scale, at web scale.
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kako bih ponovio ekspetimente
iz društvenih nauka na razmeri interneta.
iz društvenih nauka na razmeri interneta.
03:14
I became captivated
by the beauty and genius
by the beauty and genius
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Opčinili su me lepota i genijalnost
03:20
of traditional social science experiments
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tradicionalnih eksperimenata
iz društvenih nauka
iz društvenih nauka
03:23
done by Jane Jacobs,
Stanley Milgram, Kevin Lynch.
Stanley Milgram, Kevin Lynch.
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koje su vršili Džejn Džejkobs,
Stenli Milgram i Kevin Linč.
Stenli Milgram i Kevin Linč.
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 mapa,
bilo je stvaranje novih mapa,
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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gde ne nalazite samo najkraću,
plavu putanju,
plavu putanju,
03:37
but also the most enjoyable path,
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već i najprijatniju putanju,
03:40
the red one.
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onu crvenu.
03:42
How was that possible?
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Kako je to bilo moguće?
03:45
Einstein once said,
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Ajnštajn je jednom rekao:
03:47
"Logic will get you from A to B.
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"Logika će vas dovesti
od mesta A do mesta B.
od mesta A do mesta B.
03:50
Imagination will take you everywhere."
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Mašta će vas odvesti svuda."
03:53
So with a bit of imagination,
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Uz malo mašte,
03:55
we needed to understand
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trebalo je da razumemo
03:57
which parts of the city
people find beautiful.
people find beautiful.
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koje delove grada
ljudi smatraju prelepim.
ljudi smatraju prelepim.
04:01
At the University of Cambridge,
with colleagues,
with colleagues,
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Na Univerzitetu Kembridž, sa kolegama,
04:04
we thought about this simple experiment.
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razmišljali smo o ovom
jednostavnom eksperimentu.
jednostavnom eksperimentu.
04:07
If I were to show you
these two urban scenes,
these two urban scenes,
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Kada bih vam pokazao
ova dva urbana krajolika
ova dva urbana krajolika
04:10
and I were to ask you
which one is more beautiful,
which one is more beautiful,
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i pitao vas koji je lepši,
04:13
which one would you say?
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šta biste rekli?
04:18
Don't be shy.
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Ne sramite se.
04:21
Who says A? Who says B?
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Ko kaže A? Ko kaže B?
04:24
Brilliant.
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Sjajno.
04:26
Based on that idea,
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Na osnovu te zamisli,
stvorili smo platformu za rad zajednice,
04:27
we built a crowdsourcing platform,
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04:29
a web game.
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veb igricu.
04:30
Players are shown pairs of urban scenes,
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Igračima se prikazuju
parovi urbanih krajolika
parovi urbanih krajolika
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 pitamo ih da izaberu koji je
lepši, tiši i srećniji.
lepši, tiši i srećniji.
04:40
Based on thousands of user votes,
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Na osnovu hiljada glasova korisnika,
04:42
then we are able to see
where consensus emerges.
where consensus emerges.
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onda možemo da vidimo
gde se javlja konsenzus.
gde se javlja konsenzus.
04:45
We are able to see which
are the urban scenes
are the urban scenes
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Možemo da vidimo
koji su to urbani krajolici
koji su to urbani krajolici
04:48
that make people happy.
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koji ljude čine srećnim.
04:51
After that work, I joined Yahoo Labs,
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Nakon tog posla,
pridružio sam se "Yahoo Labs"
pridružio sam se "Yahoo Labs"
04:54
and I teamed up with Luca and Rossano,
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i udružio sam se Lukom i Rosanom
04:57
and together, we aggregated
those winning locations in London
those winning locations in London
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i zajedno smo sakupili
te pobedničke lokacije u Londonu
te pobedničke lokacije u Londonu
05:00
to build a new map of the city,
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da bismo napravili novu mapu grada,
05:03
a cartography weighted for human emotions.
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kartografiju zasnovanu
na ljudskim emocijama.
na 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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Na ovoj kartografiji, niste u mogućnosti
samo da vidite i da povežete
samo da vidite i da povežete
05:11
from point A to point B
the shortest segments,
the shortest segments,
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najkraće segmente od tačke A do tačke B,
05:16
but you're also able
to see the happy segment,
to see the happy segment,
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već možete da vidite i srećni segment,
05:19
the beautiful path, the quiet path.
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prelepu putanju, tihu putanju.
05:23
In tests, participants found the happy,
the beautiful, the quiet path
the beautiful, the quiet path
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U testovima, učesnicima su
srećna, prelepa i tiha putanja
srećna, prelepa i tiha putanja
05:28
far more enjoyable than the shortest one,
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bile puno prijatnije od one najkraće,
05:31
and that just by adding
a few minutes to travel time.
a few minutes to travel time.
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uz dodavanje samo nekoliko minuta
na ukupno vreme putovanja.
na ukupno vreme putovanja.
05:37
Participants also love to attach
memories to places.
memories to places.
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Učesnici takođe obožavaju
da uz mesta vežu uspomene.
da uz mesta vežu uspomene.
05:41
Shared memories --
that's where the old BBC building was;
that's where the old BBC building was;
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Zajedničke uspomene -
tu je bila stara zgrada BBC-ja;
tu je bila stara zgrada BBC-ja;
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 lične uspomene --
tu se desio moj prvi poljubac.
tu se desio moj prvi poljubac.
05:51
They also recalled how some paths
smelled and sounded.
smelled and sounded.
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Takođe su se setili toga
kako su neke putanje mirisale ili zvučale.
kako su neke putanje mirisale ili zvučale.
05:56
So what if we had a mapping tool
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Šta ako bismo imali alat za mapiranje
05:59
that would return
the most enjoyable routes
the most enjoyable routes
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koji bi pružao najprijatnije putanje
06:01
based not only on aesthetics
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ne samo na osnovu izgleda,
06:04
but also based on smell, sound,
and memories?
and memories?
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već i na osnovu mirisa, zvuka i sećanja?
06:07
That's where our research
is going right now.
is going right now.
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Naše istraživanje sada ide u tom pravcu.
06:11
More generally, my research,
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Uopštenije, svojim istraživanjem
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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sada pokušavam da izbegnem
opasnost jedne putanje,
opasnost jedne putanje,
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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da izbegnem da ljudima ukradem
potpuno iskustvo grada u kome žive.
potpuno iskustvo grada u kome žive.
06:23
Walk the path through the park,
not through the car park,
not through the car park,
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Prošetajte putanjom kroz park,
ne parking automobila
ne parking automobila
06:27
and you have an entirely different path.
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i imate potpuno drugačiju putanju.
06:29
Walk the path full of people you love
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Šetajte putanjom prepunom
ljudi koje volite
ljudi koje volite
06:32
and not full of cars,
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a ne onom punom automobila
06:34
and you have an entirely different path.
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i imate potpuno drugačiju putanju.
06:35
It's that simple.
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Jednostavno je.
06:39
I would like to end with this thought:
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Želeo bih da završim s mišlju -
06:41
do you remember "The Truman Show?"
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sećate li se "Trumanovog šoua?"
06:43
It's a media satire in which a real person
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To je medijska satira gde stvarna osoba
06:46
doesn't know he's living
in a fabricated world.
in a fabricated world.
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ne zna da živi u izmišljenom svetu.
06:50
Perhaps we live in a world
fabricated for efficiency.
fabricated for efficiency.
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Možda mi živimo u svetu
koji je skrojen za efikasnost.
koji je skrojen za efikasnost.
06:55
Look at some of your daily habits,
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Pogledajte neke
od vaših svakodnevnih navika,
od vaših svakodnevnih navika,
06:59
and as Truman did in the movie,
escape the fabricated world.
escape the fabricated world.
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i kao što je učinio Truman na filmu,
pobegnite iz izmišljenog sveta.
pobegnite iz izmišljenog sveta.
07:05
Why?
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Zašto?
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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Pa, ako mislite da je avantura opasna,
probajte rutinu. Ona je smrtonosna.
probajte rutinu. Ona je smrtonosna.
07:13
Thank you.
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Hvala vam.
07:15
(Applause)
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(Aplauz)
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