{"id":622,"date":"2026-04-23T18:11:59","date_gmt":"2026-04-23T18:11:59","guid":{"rendered":"https:\/\/www.tonymrocek.com\/?p=622"},"modified":"2026-04-27T08:17:13","modified_gmt":"2026-04-27T08:17:13","slug":"kto-stavia-cesty-rozhoduje-kam-pojdes","status":"publish","type":"post","link":"https:\/\/www.tonymrocek.com\/sk\/2026\/04\/23\/kto-stavia-cesty-rozhoduje-kam-pojdes\/","title":{"rendered":"Kto stavia cesty, rozhoduje, kam p\u00f4jde\u0161\u00a0"},"content":{"rendered":"

Infokracia, architekt\u00fara vo\u013eby a \u0161tyri l\u00ednie digit\u00e1lnej obrany<\/em><\/p>\n\n\n\n

R\u00e1no siahne\u0161 po telef\u00f3ne, chce\u0161 si pozrie\u0165 po\u010dasie. Za dvadsa\u0165 min\u00fat nevie\u0161, ako si sa dostal od 18 stup\u0148ov celzia 15km\/h SZ vetra k zv\u00fd\u0161en\u00e9mu tlaku z m\u00fadrost\u00ed politika, ktor\u00e9ho si doteraz ani nesledoval. Neklikol si zle. Syst\u00e9m \u0165a viedol. Nie silou. Nie pr\u00edkazom. Len tich\u00fdm prebudovan\u00edm ciest, po ktor\u00fdch jazd\u00ed\u0161.<\/p>\n\n\n\n

\u010co je infokracia a pre\u010do to nie je to, \u010do si mysl\u00ed\u0161<\/strong><\/h3>\n\n\n\n

Ke\u010f v\u00e4\u010d\u0161ina \u013eud\u00ed po\u010duje slovo manipul\u00e1cia, predstav\u00ed si propagandu. Hrub\u00fa, vidite\u013en\u00fa, neomyln\u00fa. Niekoho, kto n\u00e1m hovor\u00ed, \u010do si m\u00e1me myslie\u0165.<\/p>\n\n\n\n

Infokracia funguje inak. Jemnej\u0161ie. \u00da\u010dinnej\u0161ie.<\/p>\n\n\n\n

Jej n\u00e1strojom nie je pr\u00edkaz, ale\u00a0architekt\u00fara vo\u013eby\u00a0\u2014 koncept, ktor\u00fd akademicky rozpracovali ekon\u00f3m Richard Thaler a pr\u00e1vnik Cass Sunstein v knihe\u00a0\u00a0Nudge<\/em>\u00a0(2008). Ich z\u00e1kladn\u00e1 t\u00e9za: sp\u00f4sob, ak\u00fdm s\u00fa mo\u017enosti usporiadan\u00e9, rozhoduje o v\u00fdbere rovnako, ba \u010dasto viac, ako samotn\u00fd obsah t\u00fdchto mo\u017enost\u00ed. Neber\u00fa ti volant z r\u00fak. Len nen\u00e1padne prestavuj\u00fa cesty, menia zna\u010dky a pos\u00favaj\u00fa krajnicu.<\/p>\n\n\n\n

V digit\u00e1lnom prostred\u00ed t\u00e1to architekt\u00fara nadobudla priemyseln\u00fa \u0161k\u00e1lu.<\/p>\n\n\n\n

Algoritmy odpor\u00fa\u010dan\u00ed, ranking vyh\u013ead\u00e1vania, mechanika lajkov, notifika\u010dn\u00e9 sch\u00e9my, autoplay \u010fal\u0161ieho videa\u2026 to nie s\u00fa neutr\u00e1lne n\u00e1stroje. S\u00fa to parametre prostredia, ktor\u00e9 niekto nastavil so z\u00e1merom. Zmenou t\u00fdchto parametrov mo\u017eno meni\u0165 spr\u00e1vanie mili\u00f3nov \u013eud\u00ed bez toho, aby ktor\u00fdko\u013evek z nich poc\u00edtil n\u00e1tlak.<\/p>\n\n\n\n

Shoshana Zuboff to vo svojej anal\u00fdze\u00a0 The Age of Surveillance Capitalism (2019)<\/em> pomen\u00fava presne: nejde o to, \u010do o n\u00e1s vedia. Ide o to, \u010do s t\u00fdm robia \u2013 ako na\u0161e d\u00e1ta premie\u0148aj\u00fa na n\u00e1stroj formovania n\u00e1\u0161ho bud\u00faceho spr\u00e1vania.<\/p>\n\n\n\n

Pre\u010do \u201eodpoji\u0165 sa\u201d nie je odpove\u010f<\/strong><\/h3>\n\n\n\n

Ke\u010f to \u013eu\u010fom poviem, prv\u00e1 reakcia je predv\u00eddate\u013en\u00e1:\u00a0\u201eTak sa odhl\u00e1s. Vyma\u017e Instagram. Ne\u010d\u00edtaj spr\u00e1vy.\u201d<\/p>\n\n\n\n

Ch\u00e1pem. Toto v\u0161ak nie je rie\u0161enie.<\/p>\n\n\n\n

Na\u0161e fyzick\u00e9 prostredie je dnes form\u00e1tovan\u00e9 digit\u00e1lom nato\u013eko, \u017ee odpojenie by znamenalo vzda\u0165 sa miesta v spolo\u010dnosti. Dostupnos\u0165 slu\u017eieb, objedn\u00e1vanie, nakupovanie, politick\u00e9 n\u00e1lady v okol\u00ed, inform\u00e1cie, ktor\u00e9 formuj\u00fa rozhodnutia na\u0161ich kolegov alebo klientov \u2013 to v\u0161etko prech\u00e1dza cez kan\u00e1ly, ktor\u00e9 niekto nastavuje. Odmietnu\u0165 chodi\u0165 po cest\u00e1ch, preto\u017ee s\u00fa zle zna\u010den\u00e9, nie je sloboda. Je to izol\u00e1cia.<\/p>\n\n\n\n

Odpove\u010fou nie je \u00fatek. Je to vedom\u00fd pohyb v prostred\u00ed, ktor\u00e9mu rozumieme.<\/p>\n\n\n\n

\u0160tyri l\u00ednie obrany<\/strong><\/h3>\n\n\n\n

1. Algoritmick\u00e9 tr\u00e1venie studn\u00ed. Bu\u010fme nepredv\u00eddate\u013en\u00ed.<\/em><\/h4>\n\n\n\n

Algoritmy potrebuj\u00fa, aby sme boli \u010ditate\u013en\u00ed. \u010c\u00edm presnej\u0161ie vedia predpoveda\u0165 na\u0161e spr\u00e1vanie, t\u00fdm efekt\u00edvnej\u0161ie n\u00e1s m\u00f4\u017eu vies\u0165. \u010citate\u013en\u00fd znamen\u00e1 ovl\u00e1date\u013en\u00fd.<\/p>\n\n\n\n

Judith Donath z MIT Media Lab, ktor\u00e1 sa dlhodobo venuje v\u00fdskumu digit\u00e1lnej identity a profilovania, ukazuje, ako online syst\u00e9my neust\u00e1le zbieraj\u00fa sign\u00e1ly: \u010do \u010d\u00edtame, ako dlho, na \u010do klik\u00e1me, \u010do preskakujeme \u2013 a skladaj\u00fa z nich na\u0161e profily, ktor\u00e9 sa \u010dasom st\u00e1vaj\u00fa presnej\u0161\u00edmi ne\u017e na\u0161e vlastn\u00e9 vn\u00edmanie sam\u00fdch seba.<\/p>\n\n\n\n

Obrana: vn\u00e1\u0161ajme do tohto modelu \u0161um. Raz za \u010das cielene vyh\u013ead\u00e1me t\u00e9mu, ktor\u00e1 je \u00faplne mimo n\u00e1\u0161ho z\u00e1ujmu. Pre\u010d\u00edtame si nie\u010do, na \u010do by sme v \u017eivote dobrovo\u013ene neklikli. Sledujeme zdroje s in\u00fdm n\u00e1zorom \u2013 nie preto, aby sme ho prijali, ale aby sme rozbili profil, ktor\u00fd o n\u00e1s syst\u00e9m buduje. Ak n\u00e1m algoritmus nie\u010do odpor\u00fa\u010da s presnos\u0165ou 99 %, to 1 % je na\u0161a sloboda. Chr\u00e1\u0148me si ju.<\/p>\n\n\n\n

2. Budovanie bari\u00e9r. Odmietnime pohodlnos\u0165.<\/em><\/h4>\n\n\n\n

Infokracia miluje frictionless design \u2014 dizajn bez z\u00e1drhe\u013eov. \u010c\u00edm menej mus\u00edme rozm\u00fd\u0161\u013ea\u0165 pri ka\u017edom kliku, t\u00fdm plynulej\u0161ie n\u00e1s prostredie vedie tam, kde potrebuje. Nir Eyal v knihe\u00a0Hooked<\/em>\u00a0(2014) details the mechanisms by which technology companies build habitual behavior. He wrote it as a manual for designers. For us, it reads as a manual for defence.<\/p>\n\n\n\n

Prakticky to znamen\u00e1: zav\u00e1dzame \u00famyseln\u00e9 prek\u00e1\u017eky do na\u0161ich digit\u00e1lnych n\u00e1vykov. Nikdy neklik\u00e1me na \u201e\u010eal\u0161ie video\u201d alebo \u201eMohlo by v\u00e1s zauj\u00edma\u0165\u201d. Ak chceme inform\u00e1ciu, ideme si po \u0148u akt\u00edvne. Pou\u017e\u00edvame vyh\u013ead\u00e1va\u010de, ktor\u00e9 n\u00e1s neprofiluj\u00fa (DuckDuckGo, Brave Search). Vyp\u00edname zobrazovanie po\u010dtov lajkov tam, kde to platforma dovo\u013euje \u2013 s\u00fa nastaven\u00e9 tak, aby v n\u00e1s vyvol\u00e1vali konformitu cez soci\u00e1lny d\u00f4kaz. Ke\u010f nevid\u00edme, \u010do je popul\u00e1rne, mus\u00edme sa rozhodn\u00fa\u0165 sami, \u010di je to dobr\u00e9.<\/p>\n\n\n\n

A vr\u00e1time sa k RSS. Zdroje si vyber\u00e1me my. My ur\u010dujeme poradie. Nie algoritmus.<\/p>\n\n\n\n

3. De-automatiz\u00e1cia reakci\u00ed: Syst\u00e9m 1 ako ter\u010d<\/em><\/h4>\n\n\n\n

Mechanika lajkov a zdie\u013ean\u00ed ne\u00fato\u010d\u00ed na n\u00e1\u0161 rozum. \u00dato\u010d\u00ed na na\u0161e em\u00f3cie.<\/p>\n\n\n\n

Daniel Kahneman vo svojej knihe Thinking, Fast and Slow<\/em> \u00a0zjednodu\u0161ene rozli\u0161uje dva sp\u00f4soby myslenia. Syst\u00e9m 1 je r\u00fdchly, automatick\u00fd, emocion\u00e1lny \u2013 reaguje sk\u00f4r, ne\u017e stihneme rozm\u00fd\u0161\u013ea\u0165. Syst\u00e9m 2 je pomal\u00fd, analytick\u00fd, vy\u010derp\u00e1vaj\u00faci. Digit\u00e1lne platformy s\u00fa postaven\u00e9 na Syst\u00e9me 1. Hnev, pob\u00farenie, strach, v\u00fdsmech \u2013 to s\u00fa em\u00f3cie, ktor\u00e9 ved\u00fa k okam\u017eitej reakcii, zdie\u013eaniu, zapojeniu. Algoritmus ich cielene zosil\u0148uje, preto\u017ee generuj\u00fa aktivitu.<\/p>\n\n\n\n

The defence is simple, but requires practice: the five-second rule. Before reacting to something, sharing it, or feeling anger at a post, stop and ask: Why did the algorithm show me this right now? What emotion is it trying to provoke? Who does this serve? Recognizing manipulation in real time immediately reduces its effectiveness \u2014 not because we become immune, but because we engage System 2 where the system is counting on System 1.<\/p>\n\n\n\n

4. Technick\u00e1 hygiena \u2013 diverzifik\u00e1cia n\u00e1strojov<\/em><\/h4>\n\n\n\n

Nem\u00f4\u017eeme dovoli\u0165, aby jedna entita vlastnila cel\u00fd n\u00e1\u0161 digit\u00e1lny \u017eivot.<\/p>\n\n\n\n

Ke\u010f jeden prehliada\u010d, jedna platforma a jeden ekosyst\u00e9m pou\u017e\u00edvame na pr\u00e1cu, vo\u013en\u00fd \u010das, soci\u00e1lne interakcie aj informa\u010dn\u00fa spotrebu, vytv\u00e1rame komplexn\u00fd, koherentn\u00fd profil, ktor\u00fd je pre infokratov mimoriadne cenn\u00fd. Rie\u0161en\u00edm nie je paranoja, ale hygiena.<\/p>\n\n\n\n

Odde\u013eujeme identity: in\u00fd prehliada\u010d na pr\u00e1cu, in\u00fd na vo\u013en\u00fd \u010das, in\u00fd na soci\u00e1lne siete. Pou\u017e\u00edvame roz\u0161\u00edrenia na blokovanie trackerov (uBlock Origin je dobr\u00fd za\u010diatok). Nejde o to sta\u0165 sa nevidite\u013en\u00fdm. Ide o to ned\u00e1va\u0165 jedn\u00e9mu hr\u00e1\u010dovi kompletn\u00fa mapu na\u0161ich \u017eivotov.<\/p>\n\n\n\n

Anal\u00f3gov\u00e1 komunita ako posledn\u00e1 l\u00ednia<\/strong><\/h3>\n\n\n\n

Infokracia str\u00e1ca moc tam, kde existuje priama medzi\u013eudsk\u00e1 interakcia, ktor\u00fa nedok\u00e1\u017ee zmera\u0165 a parametrizova\u0165.<\/p>\n\n\n\n

Hannah Arendt v The Origins of Totalitarianism<\/em> uk\u00e1zala (na pr\u00edklade ove\u013ea krutej\u0161\u00edch syst\u00e9mov), \u017ee moc sa udr\u017euje predov\u0161etk\u00fdm izol\u00e1ciou jednotlivcov od seba navz\u00e1jom. Ke\u010f \u013eudia stratia priame spojenie s druh\u00fdmi, st\u00e1vaj\u00fa sa zranite\u013en\u00fdmi vo\u010di narat\u00edvom, ktor\u00e9 prich\u00e1dzaj\u00fa zhora alebo cez sprostredkovan\u00e9 kan\u00e1ly.<\/p>\n\n\n\n

Miestne komunity, priame rozhovory, fyzick\u00e9 stretnutia \u2013 to nie je nostalgia. Je to racion\u00e1lna obrann\u00e1 strat\u00e9gia. Nie ka\u017ed\u00fd rozhovor mus\u00ed prebieha\u0165 cez platformu, ktor\u00e1 ho meria, hodnot\u00ed a monetizuje. Niekedy sta\u010d\u00ed stretn\u00fa\u0165 sa a porozpr\u00e1va\u0165.<\/p>\n\n\n\n

Z\u00e1ver: Syst\u00e9mov\u00e1 chyba ako forma ob\u010dianskej odvahy<\/strong><\/h3>\n\n\n\n

Cie\u013eom nie je sta\u0165 sa digit\u00e1lnym pustovn\u00edkom. Nie je to ani re\u00e1lne, ani potrebn\u00e9.<\/p>\n\n\n\n

Cie\u013eom je sta\u0165 sa\u00a0syst\u00e9movou chybou v algoritme, \u010dlovekom, ktor\u00fd sa ned\u00e1 spo\u013eahlivo za\u0161katu\u013ekova\u0165, predv\u00edda\u0165 a vies\u0165. To si vy\u017eaduje vedom\u00e9 \u00fasilie: tro\u0161ku menej pohodlia, menej plynulosti, p\u00e4\u0165 sek\u00fand pauzy tam, kde syst\u00e9m po\u010d\u00edta s okam\u017eitou reakciou.<\/p>\n\n\n\n

V prostred\u00ed, kde architekt\u00fara vo\u013eby tvaruje spr\u00e1vanie m\u00e1s, je schopnos\u0165 pohybova\u0165 sa vedome \u2013 a nie len reagova\u0165 \u2013 formou slobody. A mo\u017eno aj formou ob\u010dianskej odvahy.<\/p>\n\n\n\n

\n\n\n\n

Ak V\u00e1s t\u00e1to t\u00e9ma zauj\u00edma, odpor\u00fa\u010dam za\u010da\u0165 s t\u00fdmito zdrojmi:<\/p>\n\n\n\n

    \n
  • Richard Thaler & Cass Sunstein \u2013\u00a0Nudge<\/em>\u00a0(2008)<\/li>\n\n\n\n
  • Eli Pariser \u2013\u00a0The Filter Bubble<\/em>\u00a0(2011)<\/li>\n\n\n\n
  • Daniel Kahneman \u2013\u00a0Thinking, Fast and Slow<\/em>\u00a0(2011)<\/li>\n\n\n\n
  • Shoshana Zuboff \u2013\u00a0The Age of Surveillance Capitalism (2019)<\/em>\u00a0(2019)<\/li>\n\n\n\n
  • Nir Eyal \u2013\u00a0Hooked<\/em>\u00a0\u010d\u00edta\u0165 ako varovanie, nie ako n\u00e1vod<\/li>\n<\/ul>\n\n\n\n
    <\/div>","protected":false},"excerpt":{"rendered":"

    Infocracy, the architecture of choice, and four lines of digital defence You reach for your phone in the morning to check the weather. Twenty minutes later you have no idea how you ended up going from 18 degrees Celsius and a 15 km\/h northwest wind to elevated blood pressure from the opinions of a politician…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-622","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nWho Builds the Roads Decides Where You Go\u00a0 - Tony Mrocek<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tonymrocek.com\/sk\/2026\/04\/23\/kto-stavia-cesty-rozhoduje-kam-pojdes\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Builds the Roads Decides Where You Go\u00a0 - Tony Mrocek\" \/>\n<meta property=\"og:description\" content=\"Infocracy, the architecture of choice, and four lines of digital defence You reach for your phone in the morning to check the weather. 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