TED@BCG Berlin
Daniele Quercia: Happy maps
Daniele Quercia: Mapy šťastia
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Mobilné mapové aplikácie nám pomáhajú nájsť najrýchlejšiu cestu do cieľa. Ale čo ak by sme sa radšej išli poprechádzať? Výskumník Daniele Quercia predstavuje „mapy šťastia“, ktoré berú do úvahy nielen trasu, ktorú musíme prejsť, ale aj to, ako sa chceme počas cesty cítiť.
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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Musím sa k niečomu priznať.
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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Som vedec a technik a celé roky
bola pre mňa najdôležitejšia efektívnosť.
bola pre mňa najdôležitejšia efektívnosť.
00:25
But efficiency can be a cult,
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Ale efektívnosť sa
môže stať kultom,
môže stať kultom,
00:29
and today I'd like to tell you
about a journey
about a journey
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a dnes vám chcem
porozprávať o ceste,
porozprávať o ceste,
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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po ktorej som odišiel od tohto kultu
späť k omnoho plnšej realite.
späť k omnoho plnšej realite.
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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Pred pár rokmi po doktorandúre som
z Londýna odišiel do Bostonu.
z Londýna odišiel do Bostonu.
00:45
I lived in Boston and worked in Cambridge.
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Býval som v Bostone
a pracoval v Cambridgei.
a pracoval v Cambridgei.
00:49
I bought a racing bicycle that summer,
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Toho leta som si kúpil
cestný bicykel
cestný bicykel
00:52
and I bicycled every day to work.
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a každý deň som na ňom
jazdil do práce.
jazdil do práce.
00:55
To find my way, I used my phone.
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Ako navigáciu som používal mobil.
00:57
It sent me over Mass. Ave.,
Massachusetts Avenue,
Massachusetts Avenue,
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Poslal ma po Mass. Ave.,
Massachusetts Avenue,
Massachusetts Avenue,
01:01
the shortest route from
Boston to Cambridge.
Boston to Cambridge.
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čo je najkratšia trasa
z Bostonu do Cambridgeu.
z Bostonu do Cambridgeu.
01:05
But after a month
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Celý mesiac
01:07
that I was cycling every day
on the car-packed Mass. Ave.,
on the car-packed Mass. Ave.,
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som denne chodil po Mass. Ave.,
všade samé auto.
všade samé auto.
01:12
I took a different route one day.
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A potom raz som
si vybral inú trasu.
si vybral inú trasu.
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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Nie som si celkom istý, prečo som vtedy
šiel inou cestou. Bola to obchádzka.
šiel inou cestou. Bola to obchádzka.
01:20
I just remember a feeling of surprise;
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Ale pamätám si ten pocit.
01:25
surprise at finding a street with no cars,
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Prekvapenie, že som
našiel ulicu bez áut,
našiel ulicu bez áut,
01:29
as opposed to the nearby
Mass. Ave. full of cars;
Mass. Ave. full of cars;
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na rozdiel od neďalekej
Mass. Ave. s autami.
Mass. Ave. s autami.
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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Prekvapenie, že som našiel ulicu
lemovanú lístím a obklopenú stromami.
lemovanú lístím a obklopenú stromami.
01:38
But after the feeling
of surprise, I felt shame.
of surprise, I felt shame.
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Ale toto prekvapenie
vystriedalo zahanbenie.
vystriedalo zahanbenie.
01:43
How could I have been so blind?
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Ako to, že som bol taký slepý?
01:46
For an entire month,
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Po celý mesiac
01:48
I was so trapped in my mobile app
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som bol taký pripútaný
k tomu mobilu,
k tomu mobilu,
01:51
that a journey to work
became one thing only:
became one thing only:
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že cesta do roboty
znamenala len jedno:
znamenala len jedno:
01:55
the shortest path.
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najkratšiu trasu.
01:57
In this single journey,
there was no thought
there was no thought
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Na tejto jednej ceste
mi ani na um neprišlo
mi ani na um neprišlo
02:00
of enjoying the road,
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užívať si cestovanie,
02:03
no pleasure in connecting with nature,
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tešiť sa zo spojenia s prírodou,
02:05
no possibility of looking
people in the eyes.
people in the eyes.
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využiť možnosť vidieť
ľuďom do očí.
ľuďom do očí.
02:09
And why?
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A prečo?
02:10
Because I was saving a minute
out of my commute.
out of my commute.
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Pre jednu minútu času,
čo som ušetril.
čo som ušetril.
02:16
Now let me ask you: Am I alone here?
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Teraz sa vás opýtam: som sám?
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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Koľkí z vás už v živote použili mobilnú
navigáciu, aby si zistili smer?
navigáciu, aby si zistili smer?
02:26
Most of you, if not all, have.
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Väčšina z vás, možno všetci.
02:28
And don't get me wrong -- mapping apps
are the greatest game-changer
are the greatest game-changer
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A nechápte ma zle – mapy v mobile
sú prevratnou inováciou,
sú prevratnou inováciou,
02:33
for encouraging people
to explore the city.
to explore the city.
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ktorá povzbudzuje ľudí,
aby objavovali svoje mesto.
aby objavovali svoje mesto.
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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Vytiahnete telefón
a hneď viete, kam treba ísť.
a hneď viete, kam treba ísť.
02:39
However, the app also assumes
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Avšak podľa týchto aplikácií
02:42
there are only a handful
of directions to the destination.
of directions to the destination.
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by jestvovalo iba zopár
možných ciest do cieľa.
možných ciest do cieľa.
02:48
It has the power to make
those handful of directions
those handful of directions
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Sú schopné predostrieť vám
tento malý výber
tento malý výber
02:52
the definitive direction
to that destination.
to that destination.
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ako definitívny smer,
ktorým sa vydať.
ktorým sa vydať.
02:57
After that experience, I changed.
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Po tomto zážitku
som sa zmenil.
som sa zmenil.
02:59
I changed my research
from traditional data-mining
from traditional data-mining
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Zmenil sa môj výskum.
Z tradičnej hĺbkovej analýzy
Z tradičnej hĺbkovej analýzy
03:03
to understanding how people
experience the city.
experience the city.
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na pochopenie toho,
čím je pre ľudí mesto.
čím je pre ľudí mesto.
03:07
I used computer science tools
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Použil som informačné technológie
03:09
to replicate social science
experiments at scale, at web scale.
experiments at scale, at web scale.
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a napodobnil spoločenskovedné
experimenty vo veľkom, na webe.
experimenty vo veľkom, na webe.
03:14
I became captivated
by the beauty and genius
by the beauty and genius
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Podmanila si ma krása a génius
03:20
of traditional social science experiments
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tradičných spoločenskovedných
experimentov
experimentov
03:23
done by Jane Jacobs,
Stanley Milgram, Kevin Lynch.
Stanley Milgram, Kevin Lynch.
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Jane Jacobsovej, Stanleyho Milgrama,
Kevina Lyncha.
Kevina Lyncha.
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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Výstupom skúmania bolo vytvorenie
nových máp –
nových máp –
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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– máp, na ktorých nenájdete len
najkratšiu cestu, tú modrú,
najkratšiu cestu, tú modrú,
03:37
but also the most enjoyable path,
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ale aj takú, ktorú si
najviac užijete,
najviac užijete,
03:40
the red one.
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tú červenú.
03:42
How was that possible?
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Ako to funguje?
03:45
Einstein once said,
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Einstein raz povedal:
03:47
"Logic will get you from A to B.
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„Logika vás prenesie
z bodu A do bodu B.
z bodu A do bodu B.
03:50
Imagination will take you everywhere."
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Predstavivosť vás dostane všade.“
03:53
So with a bit of imagination,
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A tak, s trochou predstavivosti
03:55
we needed to understand
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sme chceli pochopiť,
03:57
which parts of the city
people find beautiful.
people find beautiful.
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ktoré časti mesta ľudia
považujú za krásne.
považujú za krásne.
04:01
At the University of Cambridge,
with colleagues,
with colleagues,
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Na Cambridgeskej univerzite
sme s kolegami
sme s kolegami
04:04
we thought about this simple experiment.
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vymysleli jednoduchý pokus.
04:07
If I were to show you
these two urban scenes,
these two urban scenes,
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Ak vám ukážem tieto
dve mestské scenérie
dve mestské scenérie
04:10
and I were to ask you
which one is more beautiful,
which one is more beautiful,
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a opýtam sa,
ktorá je krajšia,
ktorá je krajšia,
04:13
which one would you say?
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ktorú si vyberiete?
04:18
Don't be shy.
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Nehanbite sa.
04:21
Who says A? Who says B?
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Kto je za A?
Kto je za B?
Kto je za B?
04:24
Brilliant.
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Výborne.
04:26
Based on that idea,
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Na základe tejto idey
sme vytvorili
sme vytvorili
04:27
we built a crowdsourcing platform,
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„crowdsourcingovú“
platformu,
platformu,
04:29
a web game.
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webovú hru.
04:30
Players are shown pairs of urban scenes,
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Hráči vidia dvojice
obrázkov z mesta
obrázkov z mesta
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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a majú si vybrať ten, ktorý viac
evokuje krásu, pokoj a šťastie.
evokuje krásu, pokoj a šťastie.
04:40
Based on thousands of user votes,
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Podľa tisícov hlasovaní
04:42
then we are able to see
where consensus emerges.
where consensus emerges.
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sme potom našli tie,
na ktorých sa verejnosť zhodla.
na ktorých sa verejnosť zhodla.
04:45
We are able to see which
are the urban scenes
are the urban scenes
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Môžeme vidieť,
ktoré pohľady
ktoré pohľady
04:48
that make people happy.
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ľudí tešia.
04:51
After that work, I joined Yahoo Labs,
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Potom som prišiel
do výskumnej divízie Yahoo Labs,
do výskumnej divízie Yahoo Labs,
04:54
and I teamed up with Luca and Rossano,
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do tímu k Lucovi a Rossanovi
04:57
and together, we aggregated
those winning locations in London
those winning locations in London
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a spolu sme dali dokopy
najúspešnejšie lokality v Londýne,
najúspešnejšie lokality v Londýne,
05:00
to build a new map of the city,
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a tak vytvorili
novú mapu mesta.
novú mapu mesta.
05:03
a cartography weighted for human emotions.
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Kartografia priaznivo naklonená
ľudským pocitom.
ľudským pocitom.
05:07
On this cartography, you're not only
able to see and connect
able to see and connect
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Na tejto mape si nenájdete
05:11
from point A to point B
the shortest segments,
the shortest segments,
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len tú najkratšiu úsečku
z bodu A do bodu B,
z bodu A do bodu B,
05:16
but you're also able
to see the happy segment,
to see the happy segment,
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ale vidíte aj tú šťastnú líniu,
05:19
the beautiful path, the quiet path.
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tú krásnu cestu,
tichú cestu.
tichú cestu.
05:23
In tests, participants found the happy,
the beautiful, the quiet path
the beautiful, the quiet path
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Podľa testov si respondenti vychutnávali
šťastné, pekné a tiché cesty
šťastné, pekné a tiché cesty
05:28
far more enjoyable than the shortest one,
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oveľa viac než tie najkratšie,
05:31
and that just by adding
a few minutes to travel time.
a few minutes to travel time.
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a to sa len o pár minút
predĺžila trasa.
predĺžila trasa.
05:37
Participants also love to attach
memories to places.
memories to places.
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Účastníci tiež radi spájajú
s miestami svoje spomienky.
s miestami svoje spomienky.
05:41
Shared memories --
that's where the old BBC building was;
that's where the old BBC building was;
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Spoločné spomienky –
tuto kedysi stála stará budova BBC.
tuto kedysi stála stará budova BBC.
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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A osobné spomienky –
tu bol môj prvý bozk.
tu bol môj prvý bozk.
05:51
They also recalled how some paths
smelled and sounded.
smelled and sounded.
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Dokonca sa im vybavovali
aj vône a zvuky.
aj vône a zvuky.
05:56
So what if we had a mapping tool
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Tak čo keby sme mali
navigačné zariadenie,
navigačné zariadenie,
05:59
that would return
the most enjoyable routes
the most enjoyable routes
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ktorého výstupom by boli
tie najlepšie cesty
tie najlepšie cesty
06:01
based not only on aesthetics
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nielen z hľadiska estetiky,
06:04
but also based on smell, sound,
and memories?
and memories?
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ale aj podľa vôní,
zvukov či spomienok?
zvukov či spomienok?
06:07
That's where our research
is going right now.
is going right now.
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Týmto smerom sa
náš výskum uberá teraz.
náš výskum uberá teraz.
06:11
More generally, my research,
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Všeobecne, pokúšame sa v ňom
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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vyhnúť nebezpečenstvu
hľadania jedinej cesty
hľadania jedinej cesty
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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a okrádaniu ľudí o plnohodnotný
zážitok z mesta, kde žijú.
zážitok z mesta, kde žijú.
06:23
Walk the path through the park,
not through the car park,
not through the car park,
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Prejdite sa cestičkou po parku,
a nie po parkovisku,
a nie po parkovisku,
06:27
and you have an entirely different path.
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a bude to celkom iná cesta.
06:29
Walk the path full of people you love
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Choďte po ceste plnej ľudí,
ktorých máte radi,
ktorých máte radi,
06:32
and not full of cars,
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a nie plnej áut,
06:34
and you have an entirely different path.
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a bude to celkom iná cesta.
06:35
It's that simple.
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Úplne jednoduché.
06:39
I would like to end with this thought:
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Na záver by som rád
vyslovil jednu myšlienku.
vyslovil jednu myšlienku.
06:41
do you remember "The Truman Show?"
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Pamätáte si film Truman Show?
06:43
It's a media satire in which a real person
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Ide o mediálnu satiru,
v ktorej skutočný muž
v ktorej skutočný muž
06:46
doesn't know he's living
in a fabricated world.
in a fabricated world.
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netuší, že žije
v umelo vytvorenom svete.
v umelo vytvorenom svete.
06:50
Perhaps we live in a world
fabricated for efficiency.
fabricated for efficiency.
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Možno aj my žijeme vo svete
umelej efektívnosti.
umelej efektívnosti.
06:55
Look at some of your daily habits,
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Všimnime si niektoré
svoje každodenné zvyky
svoje každodenné zvyky
06:59
and as Truman did in the movie,
escape the fabricated world.
escape the fabricated world.
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a podobne ako filmový Truman
ujdime z toho neprirodzeného sveta.
ujdime z toho neprirodzeného sveta.
07:05
Why?
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Prečo?
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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Nuž, ak si myslíte, že dobrodružstvo
je nebezpečné, tak skúste rutinu.
je nebezpečné, tak skúste rutinu.
Tá je smrteľná.
07:13
Thank you.
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Ďakujem.
07:15
(Applause)
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(potlesk)
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