{"id":66060,"date":"2026-04-25T12:50:12","date_gmt":"2026-04-25T12:50:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/66060\/"},"modified":"2026-04-25T12:50:12","modified_gmt":"2026-04-25T12:50:12","slug":"pod-carou-dobre-pivo-nestaci-o-preziti-hospod-rozhoduje-algoritmus","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/66060\/","title":{"rendered":"Pod \u010darou: Dobr\u00e9 pivo nesta\u010d\u00ed. O\u00a0p\u0159e\u017eit\u00ed hospod rozhoduje algoritmus"},"content":{"rendered":"

V newsletteru Pod \u010darou popisuje ka\u017edou sobotu Matou\u0161 Hrdina spole\u010densk\u00e9 trendy, kter\u00e9 sice v\u00edd\u00e1me v\u0161ude kolem sebe, ale v\u00a0p\u0159\u00edlivu ka\u017edodenn\u00edho zpravodajstv\u00ed trochu zanikaj\u00ed mezi \u0159\u00e1dky. Pokud v\u00e1s uk\u00e1zka zaujme, p\u0159ihlaste se k\u00a0odb\u011bru<\/a> pln\u00e9 verze newsletteru.<\/p>\n

Z\u00e1stupy Pra\u017ean\u016f si \u0161ly v\u00a0uplynul\u00fdch dnech prohl\u00e9dnout nov\u011b otev\u0159en\u00fd Dvoreck\u00fd most. Slavnostn\u00ed zprovozn\u011bn\u00ed poveden\u00e9 stavby kazil jen jeden mal\u00fd detail. P\u0159es Vltavu se klene zcela nepopirateln\u011b, ale ve virtu\u00e1ln\u00edm prostoru bylo alespo\u0148 zpo\u010d\u00e1tku v\u0161e jinak\u00a0\u2013 v\u00a0mnoha digit\u00e1ln\u00edch map\u00e1ch a\u00a0jejich aplikac\u00edch se na nov\u00fd most jaksi zapomn\u011blo a\u00a0za\u010d\u00edn\u00e1 se v\u00a0nich objevovat a\u017e postupn\u011b.<\/p>\n

Zrovna v\u00a0p\u0159\u00edpad\u011b Dvoreck\u00e9ho mostu je to sp\u00ed\u0161e kuriozita, kter\u00e1 nejsp\u00ed\u0161 v\u011bt\u0161in\u011b lid\u00ed nezkomplikuje \u017eivot a\u00a0nav\u00edc kop\u00edruje tradi\u010dn\u00ed logick\u00e9 sch\u00e9ma\u00a0\u2013 mapy na v\u00fdvoj ve sv\u011bt\u011b reaguj\u00ed se zpo\u017ed\u011bn\u00edm a\u00a0novinky se do nich propisuj\u00ed postupn\u011b. M\u016f\u017ee to ale prob\u00edhat i\u00a0naopak. \u010c\u00edm d\u00e1l v\u00edc se rozhoduj\u00edc\u00edm arbitrem st\u00e1v\u00e1 mapa, od n\u00ed\u017e se n\u00e1sledn\u011b odvozuje realita v\u00a0ter\u00e9nu.<\/p>\n

Dobr\u00fdm p\u0159\u00edkladem tohoto procesu je d\u011bn\u00ed na poli gastronomie. O\u00a0\u00fasp\u011bchu \u010di krachu restaurac\u00ed, hospod a\u00a0dal\u0161\u00edch provozoven u\u017e do velk\u00e9 m\u00edry nerozhoduje kvalita jejich nab\u00eddky, ceny ani spokojenost host\u016f. Mnohem d\u016fle\u017eit\u011bj\u0161\u00edm faktorem se st\u00e1v\u00e1 vrto\u0161iv\u00fd algoritmus Google Maps, kter\u00fd n\u011bkter\u00e9 podniky zviditel\u0148uje a\u00a0jin\u00e9 odsuzuje k\u00a0zapomn\u011bn\u00ed, ani\u017e by si to \u0159adov\u00ed u\u017eivatel\u00e9 v\u016fbec uv\u011bdomili.<\/p>\n

Nejlep\u0161\u00ed \u0161pagety ve va\u0161em okol\u00ed<\/p>\n

Je to \u010dinnost, kterou nejsp\u00ed\u0161 v\u011bt\u0161ina z\u00a0n\u00e1s prov\u00e1d\u00ed zcela intuitivn\u011b. N\u011bkde na dovolen\u00e9\u00a0\u2013 nebo i\u00a0v nezn\u00e1m\u00e9m koutu vlastn\u00edho m\u011bsta\u00a0\u2013 dostaneme chu\u0165 t\u0159eba na \u0161pagety. Do vyhled\u00e1v\u00e1n\u00ed tak zad\u00e1me \u201eitalsk\u00e1 restaurace\u201c a\u00a0mapov\u00e1 aplikace n\u00e1m obratem ozna\u010d\u00ed p\u0159\u00edslu\u0161n\u00e9 hospody v\u00a0okol\u00ed, v\u010detn\u011b jejich hodnocen\u00ed, menu, fotek apod.<\/p>\n

Ob\u010das m\u016f\u017eeme hledat i\u00a0prostou \u201ekav\u00e1rnu\u201c nebo t\u0159eba samoobsluhu, ale v\u017edy intuitivn\u011b p\u0159edpokl\u00e1d\u00e1me, \u017ee n\u00e1s algoritmus Google Maps d\u016fv\u011bryhodn\u011b informuje o\u00a0cel\u00e9 nab\u00eddce slu\u017eeb v\u00a0na\u0161em okol\u00ed. Nic ov\u0161em nen\u00ed d\u00e1l od pravdy a\u00a0hospody \u010di obchody se p\u0159ed n\u00e1mi vyno\u0159uj\u00ed podle zcela jin\u00e9ho kl\u00ed\u010de.<\/p>\n

Poslechn\u011bte si audioverzi newsletteru na\u010dtenou autorem.<\/p>\n

Jednodu\u0161e \u0159e\u010deno, n\u011bkter\u00e9 podniky v\u00a0map\u011b zv\u00fdrazn\u00ed algoritmus s\u00a0v\u00fdrazn\u011b vy\u0161\u0161\u00ed pravd\u011bpodobnost\u00ed ne\u017e jin\u00e9. Mnoh\u00e9 se n\u00e1m neuk\u00e1\u017eou v\u016fbec, pokud je v\u00fdslovn\u011b nehled\u00e1me. Gastronomick\u00e1 krajina m\u011bsta vypad\u00e1 v\u00a0map\u011b v\u00fdrazn\u011b jinak ne\u017e ve skute\u010dnosti, a\u00a0tento nesoulad se pak \u010dasto srovn\u00e1 velice drastick\u00fdm zp\u016fsobem\u00a0\u2013 restaurace, kterou algoritmus nezobrazuje, nejsp\u00ed\u0161 p\u0159ijde o\u00a0\u010d\u00e1st z\u00e1kazn\u00edk\u016f a\u00a0zkrachuje, a\u00a0fyzick\u00e1 realita se tak p\u0159izp\u016fsob\u00ed jej\u00ed pok\u0159iven\u00e9 algoritmick\u00e9 reprezentaci.<\/p>\n

Nen\u00ed jednoduch\u00e9 prozkoumat, jak p\u0159esn\u011b tento mechanismus funguje. Do zevrubn\u00e9 kartografick\u00e9 investigativy se proto ned\u00e1vno pustila britsk\u00e1 v\u011bdkyn\u011b a\u00a0datov\u00e1 analyti\u010dka Lauren Leek, kterou \u0161tvalo, \u017ee nedok\u00e1\u017ee jednodu\u0161e rozli\u0161it skute\u010dn\u011b dobr\u00e9 restaurace od pochybn\u00fdch podnik\u016f a\u00a0turistick\u00fdch past\u00ed, kter\u00e9 j\u00ed cpou Google Maps p\u0159ed o\u010di.<\/p>\n

Za\u010dala t\u00edm, \u017ee si z\u00a0Google Maps st\u00e1hla profily v\u00edce ne\u017e 13\u00a0tis\u00edc lond\u00fdnsk\u00fdch restaurac\u00ed, kter\u00fdmi \u201enakrmila\u201c vlastn\u00ed algoritmus strojov\u00e9ho u\u010den\u00ed a\u00a0n\u00e1sledn\u011b vytvo\u0159ila alternativn\u00ed gastronomickou mapu britsk\u00e9 metropole, kter\u00e1 se odv\u00edj\u00ed od objektivn\u011bj\u0161\u00edch krit\u00e9ri\u00ed. A\u00a0kdy\u017e ji srovnala s\u00a0nab\u00eddkou Google Maps, dok\u00e1zala celkem p\u0159esv\u011bd\u010div\u011b rozkr\u00fdt<\/a>, jak vlastn\u011b algoritmus Googlu svou mapu vykresluje.<\/p>\n

V\u011bt\u0161ina lid\u00ed dnes ji\u017e minim\u00e1ln\u011b tu\u0161\u00ed, \u017ee algoritmy v\u0161eho druhu zkou\u0161\u00ed na s\u00edt\u00edch odhadnout na\u0161e preference. Mohli bychom z\u00a0toho dovozovat, \u017ee Google Maps pasivn\u011b zviditel\u0148uj\u00ed hospody, kter\u00e9 \u201ese lidem l\u00edb\u00ed\u201c\u00a0\u2013 nejsp\u00ed\u0161 tedy na z\u00e1klad\u011b hv\u011bzdi\u010dkov\u00fdch hodnocen\u00ed, pozitivn\u00edch recenz\u00ed \u010di n\u00e1v\u0161t\u011bvnosti. Realita je ov\u0161em jin\u00e1.<\/p>\n

O viditelnosti restaurac\u00ed rozhoduj\u00ed t\u0159i hlavn\u00ed obecn\u00e1 krit\u00e9ria: relevance, vzd\u00e1lenost a\u00a0tzv. prominence. Relevance je celkem p\u0159\u00edmo\u010dar\u00fd proces\u00a0\u2013 algoritmus se sna\u017e\u00ed sp\u00e1rovat v\u00e1\u0161 vyhled\u00e1vac\u00ed dotaz (tedy t\u0159eba ta \u201eitalsk\u00e1 restaurace\u201c) s\u00a0konkr\u00e9tn\u00edmi podniky na z\u00e1klad\u011b informac\u00ed obsa\u017een\u00fdch v\u00a0jejich profilu. Vzd\u00e1lenost asi nen\u00ed t\u0159eba bl\u00ed\u017ee popisovat\u00a0\u2013 p\u0159ednost dost\u00e1vaj\u00ed podniky v\u00a0bezprost\u0159edn\u00edm okol\u00ed. Kl\u00ed\u010dov\u00fdm faktorem je ale prominence, jej\u00ed\u017e logika je v\u00fdrazn\u011b slo\u017eit\u011bj\u0161\u00ed.<\/p>\n

<\/a><\/p>\n

Jde o\u00a0m\u00edru, s\u00a0jakou lid\u00e9 s\u00a0dan\u00fdm podnikem interaguj\u00ed, diskutuj\u00ed o\u00a0n\u011bm a\u00a0maj\u00ed o\u00a0n\u011bm ji\u017e existuj\u00edc\u00ed pov\u011bdom\u00ed. V\u00a0r\u00e1mci prominence se tedy zohled\u0148uje objem, frekvence a\u00a0rychlost u\u017eivatelsk\u00fdch recenz\u00ed, pov\u011bdom\u00ed o\u00a0zna\u010dce a\u00a0p\u0159edev\u0161\u00edm \u0161ir\u0161\u00ed viditelnost podniku na internetu. Navzdory \u010dast\u00e9mu p\u0159esv\u011bd\u010den\u00ed z\u00e1kazn\u00edk\u016f i\u00a0majitel\u016f restaurac\u00ed tedy nehraj\u00ed roli jen recenze, ale i\u00a0celkov\u00e1 internetov\u00e1 \u201esl\u00e1va\u201c, a\u00a0v\u00fdsledkem je velmi nevyv\u00e1\u017een\u00fd a\u00a0nepr\u016fhledn\u00fd syst\u00e9m.<\/p>\n

Leek zde zmi\u0148uje zn\u00e1m\u00e9 Matou\u0161ovo pravidlo, tedy pou\u010dku, \u017ee t\u011bm, kte\u0159\u00ed ji\u017e maj\u00ed hodn\u011b, bude p\u0159id\u00e1no je\u0161t\u011b v\u00edc, kde\u017eto ti m\u00e9n\u011b obda\u0159en\u00ed se mohou j\u00edt klouzat. Na poli gastronomie to znamen\u00e1, \u017ee v\u00fdraznou v\u00fdhodu maj\u00ed slavn\u00e9 zna\u010dky, \u0159et\u011bzce a\u00a0fran\u0161\u00edzy a\u00a0tak\u00e9 dlouho funguj\u00edc\u00ed podniky, kde\u017eto mal\u00e9 nez\u00e1visl\u00e9 nov\u00e9 restaurace skrz filtr algoritmu \u010dasto v\u016fbec nedok\u00e1\u017eou prorazit.<\/p>\n

V nev\u00fdhod\u011b jsou i\u00a0restaurace, kter\u00e9 nemaj\u00ed dokonale optimalizovan\u00fd profil v\u00a0Google Maps (ilustruje to i\u00a0studie<\/a> polsk\u00fdch ekonom\u016f z\u00a0Var\u0161avsk\u00e9 univerzity). Do pot\u00ed\u017e\u00ed se tak dost\u00e1vaj\u00ed rovn\u011b\u017e podniky s \u201eetnickou\u201c kuchyn\u00ed \u010derstv\u00fdch migrant\u016f, kte\u0159\u00ed neum\u00ed dob\u0159e anglicky a\u00a0algoritmus nedok\u00e1\u017ee jejich kuchyni konkr\u00e9tn\u011b za\u0159adit (\u010dasto najdeme t\u0159eba jen obecnou n\u00e1lepku \u201eAsie\u201c), a\u00a0Leek si tak\u00e9 prost\u0159ednictv\u00edm sv\u00e9 alternativn\u00ed mapy potvrdila, \u017ee restaurace se zahrani\u010dn\u00edmi kuchyn\u011bmi se koncentruj\u00ed ve specifick\u00fdch shluc\u00edch na m\u00edstech, kter\u00e1 jsou pro algoritmus Google Maps jen obt\u00ed\u017en\u011b \u010diteln\u00e1.<\/p>\n

Mal\u00e1 mo\u017enost volby<\/p>\n

V prvn\u00ed \u0159ad\u011b je nutn\u00e9 \u0159e\u0161it velmi p\u0159\u00edm\u00e9 a\u00a0hmatateln\u00e9 ekonomick\u00e9 dopady. Leek podot\u00fdk\u00e1, \u017ee Google Maps funguj\u00ed jako mocn\u00fd hr\u00e1\u010d. Z\u00e1sadn\u011b formuj\u00ed gastronomick\u00fd trh, rozd\u011bluj\u00ed viditelnost a\u00a0t\u00edm i\u00a0zisky, a\u00a0p\u0159edstava, \u017ee si za sv\u00e9 \u00fasp\u011bchy \u010di p\u00e1dy mohou restaurace samy jen na z\u00e1klad\u011b sv\u00e9 kvality, je tak zcela iluzorn\u00ed.<\/p>\n

Navrhuje proto, \u017ee by algoritmy mapov\u00fdch aplikac\u00ed m\u011bly podl\u00e9hat ve\u0159ejn\u00e9mu auditu \u00fapln\u011b stejn\u011b, jako se to d\u011bl\u00e1 u\u00a0mnoha slu\u017eeb a\u00a0firem v\u00a0oblasti bankovnictv\u00ed a\u00a0financ\u00ed, co\u017e je jist\u011b velmi p\u00e1dn\u00e1 my\u0161lenka (je tu pot\u0159eba dodat, \u017ee se cel\u00e1 v\u011bc d\u00e1l komplikuje t\u00edm, \u017ee restaurace mohou v\u00a0Google Maps tak\u00e9 inzerovat za pen\u00edze).<\/p>\n

Tady ov\u0161em probl\u00e9my jen za\u010d\u00ednaj\u00ed. Zv\u00fdhodn\u011bn\u00ed velk\u00fdch \u0159et\u011bzc\u016f a\u00a0zna\u010dek n\u00e1m zu\u017euje gastronomick\u00e9 obzory. Hospody s\u00a0nezn\u00e1m\u00fdmi j\u00eddly p\u0159ich\u00e1zej\u00ed o\u00a0viditelnost, dop\u0159edu se dost\u00e1vaj\u00ed m\u00edsta s\u00a0prov\u011b\u0159enou nab\u00eddkou sma\u017een\u00fdch ku\u0159at \u010di matcha latt\u00e9, a\u00a0algoritmus tak formuje na\u0161i chu\u0165<\/a>. P\u0159ehl\u00e9dnout nelze ani nevt\u00edravou manipulaci u\u017eivateli, kte\u0159\u00ed \u010dasto \u017eij\u00ed v\u00a0dojmu, \u017ee p\u0159i sv\u00e9 pr\u00e1ci s\u00a0mapovou aplikac\u00ed vyu\u017e\u00edvaj\u00ed mo\u017enost svobodn\u00e9 volby, ale algoritmus ve skute\u010dnosti ji\u017e p\u0159edem rozhodl za n\u011b\u00a0\u2013 a\u00a0na kvalitu j\u00eddla, milou obsluhu a\u00a0v\u00fdhodn\u00e9 ceny p\u0159i tom bral mnohem men\u0161\u00ed ohled, ne\u017e bychom \u010dekali.<\/p>\n

Je to typick\u00fd p\u0159\u00edklad konfliktu lidsk\u00e9ho a\u00a0strojov\u00e9ho vid\u011bn\u00ed sv\u011bta, kter\u00fd se projevuje t\u0159eba v\u00a0tom, jak vn\u00edm\u00e1me recenze restaurac\u00ed. V\u011bt\u0161inou v\u00a0nich dok\u00e1\u017eeme \u010d\u00edst mezi \u0159\u00e1dky, odhalit ned\u016fv\u011bryhodn\u00e1 \u010di fale\u0161n\u00e1 hodnocen\u00ed a\u00a0zasadit si je do \u017eit\u00e9ho kontextu\u00a0\u2013 pokud si n\u011bkdo st\u011b\u017euje, \u017ee j\u00eddlo v\u00a0\u010d\u00ednsk\u00e9 restauraci bylo moc p\u00e1liv\u00e9, nejsp\u00ed\u0161 m\u011bl zvolit cukr\u00e1rnu, a\u00a0kdy\u017e jin\u00e9ho v\u00a0za\u0161l\u00e9 n\u00e1dra\u017ece p\u0159ekvapila nerudn\u00e1 obsluha a\u00a0vla\u017en\u00e9 pivo, mo\u017en\u00e1 tak\u00e9 nen\u00ed nutn\u00e9 p\u0159ikl\u00e1dat jeho recenzi velkou v\u00e1hu.<\/p>\n

Algoritmus ov\u0161em \u017e\u00e1dnou zku\u0161enost lidsk\u00e9ho \u0161tamgasta nem\u00e1, a\u00a0kdy\u017e pak v\u0161echny nov\u00e9 \u00fasp\u011b\u0161n\u00e9 podniky vypadaj\u00ed zcela stejn\u011b a\u00a0jaksi roboticky, mo\u017en\u00e1 je to i\u00a0proto, \u017ee jim roboti doslova umetli cestu ke komer\u010dn\u00edmu \u00fasp\u011bchu.<\/p>\n

M\u011bsto o\u010dima stroje<\/p>\n

Mizen\u00ed mal\u00fdch, netypick\u00fdch podnik\u016f na \u00fakor standardizovan\u00fdch unyl\u00fdch v\u00fdva\u0159oven je jen mal\u00fdm v\u00fdsekem z\u00a0velmi \u0161irok\u00e9 palety zp\u016fsob\u016f, kter\u00fdmi algoritmus Google Maps formuje tv\u00e1\u0159 m\u011bsta ke sv\u00e9mu obrazu. Leek upozor\u0148uje, \u017ee okolo restaurac\u00ed, kter\u00fdm algoritmus p\u0159isoud\u00ed \u00fasp\u011bch a\u00a0z\u00e1kazn\u00edky, se nejsp\u00ed\u0161 bude da\u0159it i\u00a0jin\u00e9mu byznysu, porostou n\u00e1jmy a\u00a0mapov\u00e1 aplikace tak m\u016f\u017ee b\u00fdt hnac\u00ed silou gentrifikace. Pokud naopak n\u011bkde radnice zrekonstruuje p\u011b\u0161\u00ed z\u00f3nu, ale algoritmus to nevezme v\u00a0potaz, pl\u00e1novan\u00e9 o\u017eiven\u00ed m\u016f\u017ee rychle vy\u0161um\u011bt do ztracena.<\/p>\n

Ve\u0159ejn\u00fd z\u00e1jem nen\u00e1padn\u011b ustupuje individu\u00e1ln\u00ed spot\u0159ebitelsk\u00e9 preferenci (nebo tomu, co za ni algoritmus vyd\u00e1v\u00e1) a\u00a0mimo gastronomii se to velmi v\u00fdrazn\u011b projevuje i\u00a0v oblasti dopravy\u00a0\u2013 hodn\u011b se u\u017e toho napsalo<\/a> o\u00a0tom, jak mapov\u00e9 aplikace a\u00a0s nimi spojen\u00e1 navigace pro \u0159idi\u010de \u010dasto vedou hlu\u010dnou dopravu do m\u00edst, kde by v\u016fbec nem\u011bla b\u00fdt, zp\u016fsobuj\u00ed z\u00e1cpy a\u00a0d\u00e1l komplikuj\u00ed situaci. Nezohled\u0148uj\u00ed toti\u017e po\u017eadavky komun\u00e1ln\u00ed spr\u00e1vy a\u00a0urbanist\u016f, ale jen osobn\u00ed z\u00e1jem \u0159idi\u010de, kter\u00e9ho zkou\u0161\u00ed co nejrychleji dostat do c\u00edlov\u00e9 destinace.<\/p>\n

P\u0159idejme si k\u00a0tomu t\u0159eba je\u0161t\u011b buj\u00edc\u00ed ekonomiku dov\u00e1\u017ekov\u00fdch slu\u017eeb a\u00a0kur\u00fdr\u016f (kter\u00e1 tak\u00e9 zcela z\u00e1vis\u00ed na mapov\u00fdch aplikac\u00edch) a\u00a0najednou p\u0159ed n\u00e1mi vyvst\u00e1v\u00e1 obraz m\u011bsta, ve kter\u00e9m je n\u011bco \u0161patn\u011b, ale nem\u016f\u017eeme p\u0159esn\u011b definovat, kde je k\u00e1men \u00farazu\u00a0\u2013 nekaz\u00ed ho toti\u017e \u0159idi\u010di \u010dmoud\u00edc\u00ed v\u00a0z\u00e1cp\u011b, \u0161\u00edlen\u00ed kur\u00fd\u0159i neznal\u00ed brzd ani steriln\u00ed bistra, ale v\u00a0kone\u010dn\u00e9m d\u016fsledku p\u0159edev\u0161\u00edm neviditeln\u00fd algoritmus, kter\u00fd dok\u00e1\u017ee sv\u00e9 priority ne\u010dekan\u011b \u00fa\u010dinn\u011b propsat z\u00a0virtu\u00e1ln\u00edho prost\u0159ed\u00ed do fyzick\u00fdch ulic.<\/p>\n

<\/a><\/p>\n

Toto strojov\u00e9 vid\u011bn\u00ed pak \u010dasto zcela doslovn\u011b p\u0159ej\u00edm\u00e1me a\u00a0preferujeme sami\u00a0\u2013 to kdy\u017e z\u00edr\u00e1me do mapov\u00e9 aplikace, kter\u00e1 n\u00e1m ve spoust\u011b v\u011bc\u00ed prakticky pom\u00e1h\u00e1, a\u00a0je tak pro n\u00e1s zd\u00e1nliv\u011b v\u00fdhodn\u011bj\u0161\u00ed zaujmout jej\u00ed perspektivu.<\/p>\n

Hod\u00ed se tu upozornit na jeden technick\u00fd detail, kter\u00fd n\u00e1m sed\u00ed v\u00a0telefonech ji\u017e dlouh\u00e1 l\u00e9ta, ale \u0159ada lid\u00ed si jeho existenci st\u00e1le neuv\u011bdomuje\u00a0\u2013 Google Maps ji\u017e od roku 2010\u00a0sv\u00e9 mapy nena\u010d\u00edtaj\u00ed z\u00a0fixn\u00edch obrazov\u00fdch podklad\u016f<\/a>, ale plynule je vykresluj\u00ed pomoc\u00ed tzv. vektorov\u00e9 grafiky. To umo\u017e\u0148uje hladk\u00e9 zoomov\u00e1n\u00ed a\u00a0posouv\u00e1n\u00ed mapy, kter\u00e1 u\u017e ale nem\u00e1 nic spole\u010dn\u00e9ho s\u00a0pap\u00edrov\u00fdm pl\u00e1nkem, za jeho\u017e analogii \u010dasto mapovou aplikaci pova\u017eujeme.<\/p>\n

Mapa ji\u017e neexistuje, ale doslova n\u00e1m vznik\u00e1 p\u0159ed o\u010dima, nav\u00edc ka\u017ed\u00e9mu u\u017eivateli na m\u00edru\u00a0\u2013 a\u00a0to, co se na n\u00ed objev\u00ed \u010di z\u016fstane skryto, je zcela v\u00a0gesci algoritmu a\u00a0v\u016fbec to nemus\u00ed odr\u00e1\u017eet skute\u010dnou podobu ulic kolem n\u00e1s (badatel\u00e9 z\u00a0oboru tzv. kritick\u00e9 kartografie<\/a> zde \u010dasto zmi\u0148uj\u00ed vizion\u00e1\u0159sk\u00fd post\u0159eh<\/a> filosofa Jeana Baudrillarda o\u00a0tom, \u017ee mapa dnes ji\u017e p\u0159edch\u00e1z\u00ed fyzick\u00e9 teritorium nebo jej zcela pohlcuje).<\/p>\n

Urbanist\u00e9, antropologov\u00e9 a\u00a0dal\u0161\u00ed soci\u00e1ln\u00ed v\u011bdci si u\u017e d\u00e1vno v\u0161imli, \u017ee m\u011bsto m\u00e1 ur\u010dit\u00e9 vrstvy a\u00a0jejich obyvatele, kte\u0159\u00ed se navz\u00e1jem nevid\u00ed a\u00a0nepotk\u00e1vaj\u00ed, i\u00a0kdy\u017e ve skute\u010dnosti mohou \u017e\u00edt p\u00e1r metr\u016f od sebe\u00a0\u2013 j\u00e1 nejsp\u00ed\u0161 nikdy nezabloud\u00edm do podnik\u016f, kam chod\u00ed turist\u00e9 v\u00a0Praze poj\u00eddat trdeln\u00edk, a\u00a0oni se nikdy nedozv\u00ed o\u00a0hospod\u00e1ch \u010di obchodech, kter\u00e9 nav\u0161t\u011bvuji j\u00e1. Neproniknuteln\u00fd algoritmus Google Maps toto vrstven\u00ed m\u011bsta d\u00e1l posiluje, proto\u017ee v\u00a0map\u00e1ch zneviditel\u0148uje m\u00edsta, kter\u00e1 n\u00e1m podle n\u011bj nep\u0159\u00edslu\u0161\u00ed, a\u00a0nav\u00e1d\u00ed n\u00e1s k\u00a0pohybu po p\u0159edem ur\u010den\u00fdch, strojov\u011b propo\u010dten\u00fdch bodech a\u00a0tras\u00e1ch.<\/p>\n

<\/a><\/p>\n

Britsk\u00fd sci-fi spisovatel China Mi\u00e9ville tento mechanismus skv\u011ble popsal v\u00a0rom\u00e1nu M\u011bsto & m\u011bsto<\/a>, kde jedna metropole obsahuje dv\u011b p\u0159ekr\u00fdvaj\u00edc\u00ed se m\u011bsta s\u00a0neviditeln\u00fdmi hranicemi. Ty jejich obyvatel\u00e9 nesm\u00ed p\u0159ekro\u010dit a\u00a0na zak\u00e1zan\u00e9 ulice, domy a\u00a0lidi z\u00a0druh\u00e9ho m\u011bsta se rad\u0161i ani nezkou\u0161ej\u00ed pod\u00edvat\u00a0\u2013 rozpl\u00fdvaj\u00ed se jim pak v\u00a0jak\u00e9si ment\u00e1ln\u00ed \u0161ed\u00e9 mlze. A\u00a0kdy\u017e se pod\u00edv\u00e1me na rozhran\u00ed Google Maps, kde z\u00a0beztvar\u00e9 a\u00a0relativn\u011b pr\u00e1zdn\u00e9 \u0161ed\u00e9 plochy postupn\u011b vyplouvaj\u00ed p\u0159edur\u010den\u00e9 trasy a\u00a0hospody, kter\u00e9 n\u00e1m zvolila neviditeln\u00e1 autorita, za\u017e\u00edv\u00e1me tento dystopick\u00fd sc\u00e9n\u00e1\u0159 na vlastn\u00ed k\u016f\u017ei.<\/p>\n

N\u011bjak\u00e1 forma auditu a\u00a0p\u0159\u00edsn\u011bj\u0161\u00edho ve\u0159ejn\u00e9ho dohledu nad algoritmy Google Maps i\u00a0dal\u0161\u00edch mapov\u00fdch aplikac\u00ed by jist\u011b mohla trochu narovnat podm\u00ednky v\u00a0gastro byznysu (sta\u010d\u00ed se pod\u00edvat na alternativn\u00ed mapu<\/a> Lond\u00fdna od Lauren Leek, kter\u00e1 hezky ukazuje p\u0159ece\u0148ovan\u00e9 podniky i\u00a0skryt\u00e9 perly) nebo zlep\u0161it dopravu ve m\u011bst\u011b, ale t\u00edm cesta k\u00a0n\u00e1prav\u011b jen za\u010d\u00edn\u00e1.<\/p>\n

Jako v\u00a0mnoha podobn\u00fdch kauz\u00e1ch kolem nov\u00fdch a\u00a0nedostate\u010dn\u011b \u010diteln\u00fdch technologi\u00ed, i\u00a0zde je pot\u0159eba mnohem v\u00edce vzd\u011bl\u00e1n\u00ed a\u00a0ve\u0159ejn\u00e9 osv\u011bty, kter\u00e1 samoz\u0159ejm\u011b nemus\u00ed b\u00fdt velk\u00fdm hr\u00e1\u010d\u016fm po chuti. St\u00e1le je dobr\u00e9 zva\u017eovat, jestli prakti\u010dnost a\u00a0pohodlnost optimalizovan\u00e9 digit\u00e1ln\u00ed mapy kreslen\u00e9 na m\u00edru vyva\u017euje potenci\u00e1ln\u00ed rizika, a\u00a0nepodce\u0148ovat, jak fat\u00e1ln\u011b m\u016f\u017ee kus abstraktn\u00edho softwarov\u00e9ho k\u00f3du formovat na\u0161e hmatateln\u00e9 \u017eivotn\u00ed kulisy.<\/p>\n

A i\u00a0kdy\u017e jist\u011b nikdo nevol\u00e1 po tom, abychom p\u0159i cest\u011b na dovolenou zahodili telefon a\u00a0navigovali podle pap\u00edrov\u00e9ho autoatlasu, minim\u00e1ln\u011b ve zn\u00e1m\u00fdch kulis\u00e1ch na\u0161eho okol\u00ed bychom n\u011bkdy m\u011bli zvednout o\u010di od \u0161ipek a\u00a0\u010dar na displeji a\u00a0rozhl\u00e9dnout se. M\u016f\u017eeme se po\u0159\u00e1d orientovat postaru a\u00a0lidsky tak, jak jsme to d\u011blali odnepam\u011bti, anebo se n\u011bkoho zeptat\u00a0\u2013 krom\u011b jin\u00e9ho to p\u0159in\u00e1\u0161\u00ed \u0159adu p\u0159\u00edjemn\u00fdch p\u0159ekvapen\u00ed a\u00a0objev\u016f, t\u0159eba v\u00a0podob\u011b mal\u00e9 nezn\u00e1m\u00e9 hospody, kter\u00e1 sice nem\u00e1 webov\u00e9 str\u00e1nky a\u00a0p\u0159ehledn\u00e9 menu, ale i\u00a0tak n\u00e1m v\u00a0n\u00ed bude chutnat.<\/p>\n

Pokud se v\u00e1m uk\u00e1zka z\u00a0newsletteru Pod \u010darou l\u00edbila, p\u0159ihlaste se k\u00a0odb\u011bru<\/a>. Ka\u017edou sobotu ho dostanete p\u0159\u00edmo do va\u0161eho e-mailu, v\u010detn\u011b tip\u016f na dal\u0161\u00ed zaj\u00edmav\u00e9 \u010dten\u00ed z\u00a0\u010desk\u00fdch i\u00a0zahrani\u010dn\u00edch m\u00e9di\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"V newsletteru Pod \u010darou popisuje ka\u017edou sobotu Matou\u0161 Hrdina spole\u010densk\u00e9 trendy, kter\u00e9 sice v\u00edd\u00e1me v\u0161ude kolem sebe, ale…\n","protected":false},"author":2,"featured_media":24384,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[43,42,41,40,1521,16289,16290,10990,3106,5605,14992,7074],"class_list":{"0":"post-66060","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cesko","8":"tag-ceska-republika","9":"tag-cesko","10":"tag-czech-republic","11":"tag-czechia","12":"tag-gastronomie","13":"tag-kartografie","14":"tag-mapy","15":"tag-navigace","16":"tag-pod-carou","17":"tag-smartphone","18":"tag-urbanismus","19":"tag-verejny-prostor"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116465436261379817","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/66060","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=66060"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/66060\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/24384"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=66060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=66060"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=66060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}