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1
Консьюмеризм – общественное движение, направленное на защиту прав потребителей, обеспечение качества. Здесь и далее, если не указано иное – Прим. ред.
2
Поколение миллениалов состоит из тех, кто родился между 1980‑м и 2000‑м.
3
Каминг-аут (раскрытие, выход) – процесс открытого и добровольного признания человеком своей принадлежности к сексуальному или гендерному меньшинству либо результат такого процесса.
4
Коворкинг (англ. совместно работающие) – это модель работы, в которой участники, оставаясь независимыми и свободными, используют общее пространство для своей деятельности.
5
Краудсорсинг (англ. толпа и использование ресурсов) – передача некоторых производственных функций неопределенному кругу лиц, решение общественно значимых задач силами добровольцев, часто координирующих при этом свою деятельность с помощью информационных технологий.
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Каршейринг – то, что в России называется путешествовать автостопом.
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Инфографика – это графический способ подачи данных, целью которого является быстро и четко преподносить сложную информацию. Одна из форм информационного дизайна.
8
Возврат на инвестиции (ROI) – финансовый коэффициент, показывающий рентабельность инвестиций.
9
Симулякр (от лат. делать вид, притворяться) – «копия», не имеющая оригинала в реальности, семиотический знак, не имеющий означаемого объекта в жизни.
10
Тачскрин – сенсорный экран, обладающий рядом уникальных характеристик.
11
Шеры – вид активности (отклика) пользователей в социальных сетях.
12
Саспенс – состояние тревожного ожидания, беспокойства. В русском языке этот термин употребляется только применительно к кинематографу.
13
Пранкер – человек, занимающийся телефонными розыгрышами.
14
Кавер-версия (от англ. cover – покрывать) – авторская музыкальная композиция (часто известная) в исполнении другого музыканта или коллектива.
15
Метанарратив – универсальная система понятий, знаков, символов, метафор и т. д., направленная на создание единого типа описания.
16
Нативная реклама – естественная реклама, целью которой является создание более непринужденного и менее навязчивого рекламного обращения для увеличения числа кликов, продаж и др. – Примеч. ред.
17
Фолловер – тот, кто подписан читать чьи-то сообщения в твиттере. Если вы читаете сообщения своих друзей, то вы фолловер. Если вас читают, то все они – фолловеры.
18
Книга издана на русском языке в издательстве «Азбука-Аттикус» в 2014 г.
19
Кибербуллинг (cyber-bullying) – подростковый виртуальный террор, получил свое название от английского слова bull – бык, с родственными значениями: агрессивно нападать, бередить, задирать, придираться, провоцировать, донимать, терроризировать, травить.
20
Имперсонализм – форма новоевропейского мировоззрения, одна из доминант культуры XX века. Это философия безличности, ставящая взаимоотношения между субстанциями над их внутренней природой.
21
Что-то такое (фр.) – Прим. пер.
22
На русском языке книга вышла в издательстве «Манн, Иванов и Фербер» в 2013 году.
23
Хроматизм – (в музыке) полутоновая интервальная система двух видов.
Комментарии
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К моменту написания этой книги Financial Times обвинили Пикетти в опоре на неверные данные, вслед за чем последовала жаркая дискуссия.
Chris Giles. Piketty findings undercut by errors // Financial Times. 2014. May 23. URL: http://www.ft.com/cms/s/2/e1f343ca-e281-11e3-89fd‑00144feabdc0.html#axzz32eqg7ENQ.
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Evgeny Morozov. The Perils of Perfection // New York Times. 2013. March 2. URL: http://www.nytimes.com/2013/03/03/opinion/sunday/the-perils-of-perfection.html?pagewanted=all. Cм. также его книгу: To Save Everything, Click Here: The Folly of Technological Solutionism. New York: Public Affairs, 2013.
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Naomi O’Leary. Pope Attacks ‘Tyranny’ of Markets in Manifesto for Papacy / Reuters. 2013. November 26. URL: http://www.reuters.com/article/2013/11/26/us-pope-document-idUSBRE9AP0EQ20131126.
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Pew Research Center / Millennials in Adulthood: Detached from Institutions, Networked with Friends. 2014. March 7. URL: http://www.pewsocialtrends.org/files/2014/03/2014-03-07_generations-report-version-for-web.pdf.
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Прийя помогла сотням топ-менеджеров и другим лидерам и группам создать индивидуализированные манифесты, а ее «Лаборатория перспектив» стала тем изначальным зерном, из которого выросла эта книга.
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Следует упомянуть, что к моменту выхода этой книги GitHub был втянут в скандал по обвинениям в гендерном преследовании на рабочем месте. После внутреннего расследования сооснователь и генеральный директор Том Престон-Вернер подал в отставку. Расследование не выявило доказательств харассмента, но признало, что он «совершал ошибки и выносил неверные суждения».
Nellie Bowles. GitHub Clears President Tom Preston-Werner, But He Resigns Anyway After Harassment Controversy. 2014. April 21. URL: http://recode.net/2014/04/21/github-ceo-tom-preston-werner-resigns/.
Я решил оставить этот фрагмент в книге, потому что считаю, что принципы организации рабочего места в GitHub являются инновационными и достойными упоминания вне зависимости от недавних событий.
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Среди других трюков известных компаний вспомним: запуск Twitter бесплатного сервиса «Twttr», где можно использовать для сообщений только согласные буквы (в интересах «более плотного общения», как заявила компания); объявления Southwest Airlines о полетах на воздушном шаре; призыв Taco Bell купить колокол свободы (что вызвало возмущение по всей стране).
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Следует отметить, что прокрастинация может происходить от нашей склонности отделять себя в настоящем от себя в будущем. Алиса Опар в блистательном эссе утверждает, что мы прокрастинируем потому, что воспринимаем будущего себя как чужого человека. Она цитирует исследование Галя Хершфилда, доцента Школы бизнеса Стерна в Университете Нью-Йорка, который вместе с коллегами разбирался, как меняется активность мозга, когда люди представляют свое будущее и сравнивают его с настоящим. Исследователи приходят к выводу, что на психологическом, эмоциональном уровне мы воспринимаем будущего себя как другого человека. Это оказывает реальное воздействие на то, как мы принимаем решения. Когда мы прокрастинируем, то отделяем себя от последствий своего бездействия и оставляем будущих себя разбираться с проблемами по мере их поступления. Мы рассчитываем на доброту чужого человека, даже если этот человек – мы сами.
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Даже подделку можно подделать: успехи Бэнкси привел к вирусной популярности Хэнкси, уличного художника из Нью-Йорка, соединившего в псевдониме Бэнкси и Тома Хэнкса. Этот ловкач сделал себе имя циклом визуальных гэгов в тайном сотрудничестве с местными художниками. Затем его произведения умело раскручивались через твиттер.
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Среди недавних примеров можно отметить мощную негативную реакцию на новый логотип Gap; твит производителя пасты SpaghettiOs «Вспомни Пирл-Харбор с нами», в котором их маскот держит американский флаг; и якобы расистский твит Home Depot.
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Несколько примеров: Clorox and S. C. Johnson раскрывают ингредиенты своих продуктов; стартап Buffer публикует зарплаты сотрудников; консалтинговая фирма LRN публикует результаты аттестации всех работников, включая основателя и генерального директора Дова Сейдмана; IDEO делает открытым код всего творческого процесса через OpenIDEO; интернет-браузер Mozilla переводит всю разработку на открытую платформу.
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Deyan Sudjic. The Messy Vitality of Opacity. Design Mind, 2012. Issue 17. URL: http://designmind.frogdesign.com/articles/radical-openness/the-messy-vitality-of-opacity.html.
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Марина Абрамович, Анна Данери, Джачинто Ди Пьетрантонио, Лоран Хедьи, Общество Раффаэлло Санцио и Анджела Веттезе. N. Y.: Charta, 2002. Они снова встретились спустя три с лишним десятилетия на ретроспективе «Художник» здесь в музее MoMA. В рамках одного из перформансов выставки Абрамович молча сидела за столом, и любой из посетителей мог сесть напротив нее. В день открытия Улай просто подошел и сел, это была очень эмоциональная встреча.
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Maria Popova. Susan Sontag on Marriage // Brain Pickings. 2012. August 17. URL: http://www.brainpickings.org/index.php/2012/08/17/susan-sontag-on-marriage/.
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Atari graveyard found: Millions of E.T. cartridges, legendary ‘worst video game ever’. // Associated Press. 2014. April 26. URL: http://www.mercurynews.com/ci_25644581/hundreds-atari-e-t-games-surprise-landfill-diggers.
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Jill Ahlberg Yohe. Situated Flow: A Few Thoughts on Reweaving Meaning in the Navajo Spirit Pathway // Museum Anthropology Review. 2012. № 6 (1) URL: https://scholarworks.iu.edu/journals/index.php/mar/article/view/1033/2037.
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