A subjective map of what it's like to live in a sketchy part of the Hungarian capital: "It's not the worst part of Budapest, however it's better to keep your eyes open."
- Most atlases are terrible: nothing more than glorified road maps.
- These 'Subjective Atlases' offer bottom-up views of places, provided by people who actually live there.
- Each of the 12 atlases so far is unique, and surprising – but don't expect to drive by them.
Fuzzy and messy, but more life-like
The cover of the Subjective Atlas of the Netherlands, a composite of maps drawn from memory.
Image: Subjective Atlas, reproduced with kind permission.
As a map-lover, this is not easy for me to admit, but: most atlases are terrible. Glorified road maps that could have been made by satellites with slightly varying interests. What if an atlas really – really – tried to reflect the place it depicts? Then perhaps you'd end up with something like this series of books.
Called "Subjective Atlases," they don't present a top-down picture, like most atlases do, but a bottom-up one: a mosaic made by people who actually live there, each offering an individual, original, and genuine take on what that's like. What you get is a fuzzy, messy portrait that somehow feels more life-like than any neat collection of straight-lined maps could.
The series is edited by Dutch graphic designer Annelys de Vet, who published the first "Subjective Atlas" in 2003, and has since collaborated and workshopped with artists, designers, and other interested citizens of 12 locations around the world. Each atlas is a unique blend of perspectives, expressed in maps and photos, graphs, and collages. The latest atlas, on Luxembourg, was launched in October of last year.
Yes, we need road maps. And okay, some atlases are real pretty to look at. But their subjective cousins are a much better way to get a sense of the people who live in these places far and near – all more exotic than we thought. Here's a small sample of the variety of perspectives offered in the Atlases. For more, go to the Subjective Atlas page.
UFO sightings in the EU
France reported nearly double as many UFO sightings as the UK and Ireland combined.
Image: Subjective Atlas, reproduced with kind permission.
Are aliens really that different from other foreign visitors to Europe? Not really, as shown by this map of UFO sightings across the EU (after the accession of Poland, but before Romania, so 2004-2007).
Like most other tourists, E.T. just loves France (2,247 sightings), really likes the UK and Ireland (1,192), but is not super into Italy (530). Spain? Meh (351). Germany – double meh (111).
That's (western) Europe's Big Five accounted for, but what about the smaller countries? Belgium is the clear favorite (205), followed by Sweden (153), Portugal (122), and Denmark (110). Surprisingly unpopular is Austria (37) and the Netherlands (22). And Luxembourg (0), you must be doing something wrong.
UFO sightings are noticeably rarer in eastern Europe: single-digit results in the Baltics, Slovenia, Slovakia, and the Czech Republic, and nowhere more than Poland's anemic 47 sightings.
How come? The "Subjective Atlas of the EU" notes that the stats, provided by UFO investigator Larry Hatch, do not simply reflect sightings. Other factors are at play as well, in particular "the freedom of information, and the willingness of people to act on those freedoms."
Notable factors:
- Political: Soviet-era reticence made it nearly impossible to get good data from eastern Europe (Side note: There is no info on the period for which these figures apply).
- Social: In some countries, the stigma attached to reporting something as 'crazy' as a UFO sighting is prohibitive. Germany, we're all looking at you.
- Infrastructural: Some poorer countries may lack the means to report sightings.
- Awareness: France and the UK in particular have (or had) active UFO researchers. Other countries lack similar degrees of awareness.
All dressed up, nowhere to go
You can't drive anywhere from Ramallah's city center without hitting an obstacle within 25 minutes.
Image: Subjective Atlas, reproduced with kind permission.
Located 10 km north of Jerusalem, Ramallah serves as the de facto capital of Palestine. In a slightly parallel universe, its location and function would make it an attractive destination and a desirable place of residence. In ours, however, Ramallah's potential is sapped by the restrictions imposed by the Israeli occupation of the West Bank.
Although Ramallah itself is located in the Palestinian self-governing area (so-called Area A), the city is surrounded by Israeli settlements and hemmed in by Israel's Security Wall. That can give city residents more than a touch of claustrophobia. As shown by this map.
- Drive 25 minutes north, and you're at Surda. Beyond that Palestinian village, you've reached an Israeli checkpoint. Go back to start.
- Drive west, then. After 20 minutes, you hit a couple of villages with their backs against the wall. Literally. Another road branches off north, but it's a dead end.
- South? Two options: southwest, either to a dead-end road, or an Israeli jail. Take the southeast option, and 20 minutes later, a familiar tableau – some villages, then the wall.
- Okay, let's try east. Option one: a 10-minute drive, then an Israeli military base. Option two: a 15-minute drive, then the wall.
If you get all dressed up in Ramallah, there'd better be something happening downtown. Because there's nowhere else to go.
Boot scrapes of Luxembourg City
Boot scrape envy leads to an interesting anecdote about horse manure.
Image: Subjective Atlas, reproduced with kind permission.
The "Subjective Atlas of Luxembourg" (the country) features two pages filled with photographs of mysterious objects found on the streets of Luxembourg (the capital city). Dean Baldwin, who took the pictures, explains:
"Living in Montreal, which receives more than two metres of annual snowfall, we are constantly dealing with the crud of the streets that we transfer from our exterior to interior spaces. In our homes we remove footwear as we enter, but in public places like the theatre we must all deal with the snow and slush frozen from our feet as it thaws. Seeing these boot scrapes in Luxembourg made me envy them."
"Relaying my appreciation for these architectural protrusions, an actress recounted the story of how the phrase Bonne Merde ('good shit') is used in the theatre. I had always understood it to be an inverse of Good Luck, like the counter-jinx break-a-leg, used to wish the opposite of a bad thing happening."
"But in the 19th century, when horse-drawn carriages were common, so too was horse shit in the streets. More carriages in front of the theatre meant more shit would come into the building on audience members' shoes. After the show, with the crowd dispersed, all that remained was the shit. More shit meant a popular show, thus the goodwill expression: Bonne Merde!"
Bird-watching in Brussels
To each their own: an overview of the favorite locations of some bird species in the Étangs d'Ixelles.
Image: Subjective Atlas, reproduced with kind permission.
Birds of a feather flock together. That's why we have Chinatowns and Little Italies, rich and poor neighborhoods, hipster zones and religious enclaves. The principle also works for birds themselves, as observed at the Étangs d'Ixelles, two lakes in the south of Brussels, on the northern edge of the Bois de la Cambre (the local version of the Bois de Boulogne in Paris).
The map shows the lower of the two, and the preferred perches of some of the species that frequent the area, as observed by a local resident:
- Top left: the Egyptian goose (Alopochen aegyptica)
- Top right: the goose (Anser fabalis)
- Middle left: the swan (Cygnus olor)
- Middle right: the mallard (Anas platyrhynchos)
- Bottom: the coot (Fulica atra)
Elsewhere, Colombia
Names of residential buildings in the north of Baranquilla.
Image: Subjective Atlas, reproduced with kind permission.
Location, as any real estate honcho will tell you, is everything. But what is 'location'? It's both inescapably objective, in a ground-beneath-your-feet kind of way, and as fluid and malleable as the fanciest flights of our imagination. Your feet may be stomping in the sticks, but with some helpful atmospherics – a nice memory, a good wine, the right song – you might as well be sauntering down the Champs Élysées.
This transporting effect is well known to city planners and – again – real estate people, and often used to amplify the appeal of the locations in their care. Hence the frequent references in street names to faraway, glamorous locations. Glamorous because they're faraway, to be precise, as even the most renowned cities and countries often lose somewhat of their exotic appeal upon closer inspection.
The developers of Baranquilla are also quite familiar with the effect, as this sample will attest. These are the names of some of the residential buildings in the north of the city. Their inherent appeal is further spiced up with references to places whose names resonate with cosmopolitanism and class – at least from the perspective of a Caribbean port city.
- North American cities like Toronto, Montreal, Minneapolis, San Francisco, and Malibu.
- European emblems of refinement like Amsterdam, Paris, Berlin, Zurich, and Denmark (Dinamarca).
- Destinations for an exotic beach holiday, such as Bahamas, Ibiza, Mallorca, Santorini, Mykonos, and Palm Beach.
- And locations referencing historical ties to the Iberian Peninsula, including Lisboa, Cadiz, Sevilla, Galicia, and Bilbao.
The odd one out: Lulu (first column, second from the bottom). Isn't that a person's (nick)name rather than a place name? It is, upon further reading, in fact both: There are places called Lulu in Florida, Colorado, and Missouri. It's a bay and a town on the Caribbean island of Navassa. An island in British Columbia – and another one in Abu Dhabi. And it's the nickname of the German town of Ludwigslust.
Imagining locations can take you to strange places. Although perhaps not necessarily to Baranquilla. It would surprise us greatly if any of the cities or countries mentioned above had a street, a square or even a block of flats named after Colombia's fourth-largest city.
Bike-stealing in Amsterdam
Worst places in Amsterdam to park your bike (or best places to steal one?)
Image: Subjective Atlas, reproduced with kind permission.
The Dutch sure love to cycle. The Netherlands has more bicycles (23 million) than people (17.5 million). Together, they cycle about 15 billion km (9.3 billion miles) each year – that's an average of 888 km (552 miles) per capita. Sure, there are plenty of good things to say about cycling. It's a healthy alternative to driving. It's better for the environment. It reduces congestion. And you generally don't have a problem finding a parking spot.
But there's a dark side to that cycling goodness; a yang to all that yin. Because the Dutch also love to steal bicycles. Bike theft is the most prevalent form of property crime in the Netherlands. An average of 1,500 bicycles are stolen each day, adding up to more than half a million each year.
Amsterdam is a hotspot of bicycle crime in the Netherlands and, according to this map, these are the bike theft hotspots in Amsterdam. Darker colors denote higher risk. Darkest red is the area around the Centraal Station. Also, you don't want to leave you bike near Nieuwe Voorburgwal or at Muntplein. Leidseplein and Waterlooplein are risky propositions too. The safest areas, although surely that's a relative concept, are Jordaan, Pijp and Plantage.
Based on a survey of bike crime victims, the map also indicates – using colored bicycles – how the victims felt when they noticed their steel horses had bolted: "anger", "irritation", "resignation", "despair", "vengefulness".
From fishing village to world city
Color-coded overview of the origins of Old Karachi's street names.
Image: Subjective Atlas, reproduced with kind permission.
In the early 1700s, a woman named Mai Kolachi settles near the delta of the Indus River to raise her family, and a small fishing village named after her springs up around her house. Another story recounts that Mai Kolachi's fisher husband is lost at sea in a heavy storm. Against the advice of the villagers and without their help, she sets out to find him – and she does. In her honour, the village is given her name. In another version, six of Mai Kolachi's seven sons get eaten by a crocodile; the seventh kills the creature, after which the grateful locals rename their village after her.
Whatever the origin, Kolachi becomes Karachi, and the humble village turns into Pakistan's biggest city. With 15 million inhabitants, it's the seventh-biggest city in the entire world. It was the British who transformed the village into a fort, then a port, then a railway hub. But they were just one of the many ingredients that turned Karachi into a major trading, financial and manufacturing center. That happened thanks to a truly cosmopolitan mix of talents, contributed by Muslims and Hindus, Jews and Parsis, and many others.
Today, Karachi's port handles almost all of Pakistan's foreign trade. The city alone generates around 20% of the country's entire GDP. However, cosmopolitanism has suffered following the Indian subcontinent's Partition along religious lines in 1947. As the caption for this map explains, "the country acquired a monolithic Islamic identity. Many prominent streets and roads were renamed to commemorate national personalities or evoke a romanticised Muslim heritage or in some cases to de-commemorate, e.g. Motilal Nehru Road (the father of India's post-Partition leader, Nehru) which was renamed Jigar Muradabadi Road after a national poet."
However, many old names survive. The street signs in the old city reflect its origins, with names indicating a link with Karachi's diverse heritage:
- British (light blue), e.g.: Montgomery Street, Love Lane, Robson Road.
- Christian (dark blue), e.g.: Nazareth Road, St Mary Street, Father Giminez Street.
- Hindu (brown), e.g.: Ramchandra Temple Road, Hanuman Street, Ram Bharti Street.
- Jewish (purple), e.g.: Moses ibn Ezra Street, Solomon David Street, Ashkenazi Street.
- Muslim (green), e.g.: Akbar Road, Majid Road, Aga Khan Street.
- Parsi (grey), e.g.: Jehangi Punthakey Road, Mama Parsi Road, Jamshed Mehta Road.
Images reproduced with kind permission. For more, visit the Subjective Atlas page.
Strange Maps #1031
Got a strange map? Let me know at strangemaps@gmail.com.
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Our hearts beat at a resting rate of 60 to 100 beats per minute. Lots of other things pulse, too. The colors we see and the pitches we hear, for example, are due to the different wave frequencies ("pulses") of light and sound waves.
Now, a study in the journal Geoscience Frontiers finds that Earth itself has a pulse, with one "beat" every 27.5 million years. That's the rate at which major geological events have been occurring as far back as geologists can tell.
A planetary calendar has 10 dates in red
Credit: Jagoush / Adobe Stock
According to lead author and geologist Michael Rampino of New York University's Department of Biology, "Many geologists believe that geological events are random over time. But our study provides statistical evidence for a common cycle, suggesting that these geologic events are correlated and not random."
The new study is not the first time that there's been a suggestion of a planetary geologic cycle, but it's only with recent refinements in radioisotopic dating techniques that there's evidence supporting the theory. The authors of the study collected the latest, best dating for 89 known geologic events over the last 260 million years:
- 29 sea level fluctuations
- 12 marine extinctions
- 9 land-based extinctions
- 10 periods of low ocean oxygenation
- 13 gigantic flood basalt volcanic eruptions
- 8 changes in the rate of seafloor spread
- 8 times there were global pulsations in interplate magmatism
The dates provided the scientists a new timetable of Earth's geologic history.
Tick, tick, boom
Credit: New York University
Putting all the events together, the scientists performed a series of statistical analyses that revealed that events tend to cluster around 10 different dates, with peak activity occurring every 27.5 million years. Between the ten busy periods, the number of events dropped sharply, approaching zero.
Perhaps the most fascinating question that remains unanswered for now is exactly why this is happening. The authors of the study suggest two possibilities:
"The correlations and cyclicity seen in the geologic episodes may be entirely a function of global internal Earth dynamics affecting global tectonics and climate, but similar cycles in the Earth's orbit in the Solar System and in the Galaxy might be pacing these events. Whatever the origins of these cyclical episodes, their occurrences support the case for a largely periodic, coordinated, and intermittently catastrophic geologic record, which is quite different from the views held by most geologists."
Assuming the researchers' calculations are at least roughly correct — the authors note that different statistical formulas may result in further refinement of their conclusions — there's no need to worry that we're about to be thumped by another planetary heartbeat. The last occurred some seven million years ago, meaning the next won't happen for about another 20 million years.
Mars's Twin Peaks
Spacecraft from three of the world's space agencies reached Mars this year.
In February, the United Arab Emirates' Hope space probe entered the Martian orbit, where it is studying the planet's weather cycles. That same month, NASA's Perseverance rover touched down on Mars, where it will soon begin collecting rock samples that could contain signs of ancient life. And in May, China successfully landed its Zhurong rover on the Martian surface, becoming the second nation to ever do so.
All three missions launched in the summer of 2020. The timing was no coincidence: once every two years, Earth and Mars come especially close together because their orbits are "at opposition," which is when the Earth-Mars distance is smallest during the 780-day synodic period. It is an opportune window to send spacecraft to Mars.
The handful of spacecraft currently exploring the Martian surface and atmosphere are scheduled to conduct their experiments for periods ranging from months to years. Some even plan to collect materials to return to Earth. For example, NASA's Perseverance will store its rock samples in protective tubes and leave them behind for a smaller "fetch rover" to pick up on a future mission.
Photo of Martian surface taken by the Perseverance roverNASA/JPL-Caltech
If all goes well, an Airbus spacecraft dubbed the Earth Return Orbiter (ERO) will carry the samples back to Earth in 2031. It would be the first time a space mission has returned Martian matter to Earth. But before the decade's end, space agencies have some other missions that aim to study the Red Planet.
Europe & Russia
NASA is not the only space agency aiming to find evidence of life on the Red Planet. In 2023, Roscosmos and the European Space Agency plan to land their Rosalind Franklin rover on the Martian surface, where it will drill into rock and analyze soil composition for signs of past — or possibly present — alien life.
The joint mission is part of a long-term Mars project that began in 2016. This second phase was initially planned for 2020, but due in part to the COVID-19 pandemic, the space agencies decided to postpone the launch to 2022.
"We want to make ourselves 100% sure of a successful mission. We cannot allow ourselves any margin of error. More verification activities will ensure a safe trip and the best scientific results on Mars," said ESA Director General Jan Wörner.
Japan
In 2022, the Japanese Aerospace Exploration Agency (JAXA) plans to send to Mars its TEREX lander, which will "precisely measure the amount of water molecules and oxygen molecules, and search for water resources and the possibility of life on Mars," JAXA wrote.
TEREX-1National Institution of Information and Communications Technology
In 2024, JAXA also plans to launch a uniquely bold interplanetary mission that will involve sending a probe to orbit Mars, landing on the Martian moon Phobos, collecting surface samples, and then returning those samples to Earth in 2029. JAXA says the mission has two main objectives: (1) to investigate whether the Martian moons are captured asteroids or fragments that coalesced after a giant impact with Mars; and (2) to clarify the mechanisms controlling the surface evolution of the Martian moons and Mars.
China
Following the successful landing of its Zhurong rover this year, China released a roadmap of its plans for additional Mars voyages. The first is an uncrewed mission scheduled for 2030, with crewed missions planned for 2033, 2035, 2037, and 2041. As the International Space Station project is coming to a close, China is in the process of building its own space station; earlier this year it launched into orbit the first part of its station, which will take 10 more missions to assemble.
SpaceX
Elon Musk's California-based aerospace company has its sights on two Mars voyages: a cargo-only mission in 2022 and a human mission by 2026. The crewed mission would involve building a propellant depot and preparing a site for future crewed flights. Getting to Mars will first require an orbital test of SpaceX's Starship rocket, which the company hopes to conduct this year.
Regarding the long-term future of humans on the Red planet, Musk once told Ars Technica:
"I'll probably be long dead before Mars becomes self-sustaining. But I'd like to at least be around to see a bunch of ships land on Mars."
India
In 2014, the Indian Space Research Organization executed its first interplanetary trip with its Mars Orbiter Mission. It marked the first time an Asian nation reached Martian orbit and also the first time a nation successfully reached the Red planet on its maiden voyage. India has plans for a follow-up Mars Orbiter Mission 2, but it remains unclear when that will occur and what the mission will entail.
In February, the chief of the Indian Space Research Organisation said the nation would only launch a Mars mission after Chandrayaan-3, India's upcoming mission to the Moon, which is expected to launch in 2022.
Apple logo
How Apple and Nike have branded your brain | Your Brain on Money | Big Think youtu.be
Brands can manipulate our brains in surprisingly profound ways. They can change how we conceptualize ourselves and how we broadcast our identities out to the social world. They can make us feel emotions that have nothing to do with the functions of their products. And they can even sort us into tribes.
To grasp the power of brands, look to Apple. In the 1990s, the company was struggling to compete with Microsoft over the personal computer market. Despite flirting with bankruptcy in the mid-1990s, Apple turned itself around to eventually become the most valuable company in the world.
That early-stage success wasn't due to superior products.
"People talk about technology, but Apple was a marketing company," John Sculley, a former Apple marketing executive, told The Guardian in 1997. "It was the marketing company of the decade."
So, how exactly does branding make people willing to wait hours in line to buy a $1,000 smartphone, or pay exorbitant prices for a pair of sneakers?
Branding and the brain
For more than a century, brands have capitalized on the fact that effective marketing is much more than simply touting the merits of a product. Some ads have nothing to do with the product at all. In 1871, for example, Pearl Tobacco started advertising their cigarettes through branded posters and trading cards that featured exposed women, a trend that continues to this day.
It's crude, sure. But research shows that it's also remarkably effective, even on monkeys. Why? The answer seems to center on how our brains pay special attention to information from the social world.
"In theory, ads that associate sex or status with specific brands or products activate the brain mechanisms that prioritize social information, and turning on this switch may bias us toward the product," wrote neuroscience professor Michael Platt for Scientific American.
Brands can burrow themselves deep into our subconscious. Through ad campaigns, brands can form a web of associations and memories in our brains. When these connections are robust and positive, it can change our behavior, nudging us to make "no-brainer" purchases when we encounter the brand at the store.
Nike storeThamKC
It's a marketing principle that's related to the work of Daniel Kahneman, a psychologist and economist who won the 2002 Nobel Memorial Prize in Economic Sciences. In his book "Thinking Fast and Slow", Kahneman separates thinking into two broad categories, or systems:
- System 1 is fast and automatic, requiring little effort or voluntary control.
- System 2 is slow and requires subjective deliberation and logic.
Brands that tap into "system 1" are likely to dominate the competition. After all, it's far easier for us as consumers to automatically reach for a familiar brand than it is to analyze all of the available information and make an informed choice. Still, the most successful brands can have an even deeper impact on our psychology, one that causes us to conceptualize them as something like a family member.
A peculiar relationship with brands
Apple has one of the most loyal customer bases in the world, with its brand loyalty hitting an all-time high earlier this year, according to a SellCell survey of more than 5,000 U.S.-based smartphone users.
Qualitatively, how does that loyalty compare to Samsung users? To find out, Platt and his team conducted a study in which functional magnetic resonance imaging scanned the brains of Samsung and Apple users as they viewed positive, negative, and neutral news about each company. The results revealed stark differences between the two groups, as Platt wrote in "The Leader's Brain":
"Apple users showed empathy for their own brand: The reward-related areas of the brain were activated by good news about Apple, and the pain and negative feeling parts of the brain were activated by bad news. They were neutral about any kind of Samsung news. This is exactly what we see when people empathize with other people—particularly their family and friends—but don't feel the joy and pain of people they don't know."
Meanwhile, Samsung users didn't show any significant pain- or pleasure-related brain activity when they saw good or bad news about the company.
"Interestingly, though, the pain areas were activated by good news about Apple, and the reward areas were activated by bad news about the rival company—some serious schadenfreude, or "reverse empathy," Platt wrote.
The results suggest a fundamental difference between the brands: Apple has formed strong emotional and social connections with consumers, Samsung has not.
Brands and the self
Does having a strong connection with a brand justify paying higher prices for their products? Maybe. You could have a strong connection with Apple or Nike and simultaneously think the quality of their products justifies the price.
But beyond product quality lies identity. People have long used objects and clothing to express themselves and signal their affiliation with groups. From prehistoric seashell jewelry to Air Jordans, the things people wear and associate with signal a lot of information about how they conceptualize themselves.
Since the 1950s, researchers have examined the relationship between self-image and brand preferences. This body of research has generally found that consumers tend to prefer brands whose products fit well with their self-image, a concept known as self-image congruity.
By choosing brands that don't disrupt their self-image, consumers are able not only to express themselves personally, but also broadcast a specific version of themselves into the social world. That might sound self-involved. But on the other hand, humans are social creatures who use information from the social world to make decisions, so it's virtually impossible for us not to make inferences about people based on how they present themselves.
Americus Reed II, a marketing professor at the University of Pennsylvania, told Big Think:
"When I make choices about different brands, I'm choosing to create an identity. When I put that shirt on, when I put that shirt on — those jeans, that hat — someone is going to form an impression about what I'm about. So, if I'm choosing Nike over Under Armour, I'm choosing a kind of different way to express affiliation with sport. The Nike thing is about performance. The Under Armour thing is about the underdog. I have to choose which of these different conceptual pathways is most consistent with where I am in my life."
Making smarter decisions
Brands may have some power over us when we're facing a purchasing decision. So, considering brands aren't going away, what can we do to make better choices? The best strategy might be to slow down and try to avoid making "automatic" purchasing decisions that are characteristic of Kahneman's fast "system 1" mode of thinking.
"I think it's important to always pause and think a little bit about, "Okay, why am I buying this product?" Platt said.
As for getting out of the brand game altogether? Good luck.
"I've heard lots of people push back and say, "I'm not into brands,"" Reed II said. "I take a very different view. In some senses, they're not doing anything different than what someone who affiliates with a brand is doing. They have a brand. It's just an anti-brand brand."
