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The Media Equation

The Media Equation. Reeves and Nass Chapter 1 (http://guir.berkeley.edu/courses/cs198/papers/mediaeq.pdf). Overview. Research into how we humans treat media (movies, games, tv, computers, etc.) Hypothesis: media = life Ex. if this dog said hello, a novice user says hello back.

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The Media Equation

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  1. The Media Equation Reeves and Nass Chapter 1 (http://guir.berkeley.edu/courses/cs198/papers/mediaeq.pdf)

  2. Overview • Research into how we humans treat media (movies, games, tv, computers, etc.) • Hypothesis: media = life • Ex. if this dog said hello, a novice user says hello back. • Is this surprising? • What does this tell us?

  3. Examples • Presidential candidate in a debate walks closer to the cameras • Home audience approved • Testifying to congress, the owner of a sock puppet was asked if she agreed with Lamb Chop’s opinion • No one laughed • Treat media as life

  4. Who does this? • Kids • Why? Because they are young and don’t know better • Novices • Lack of experience • Experts • Easier, efficient • Everyone!

  5. Critics • Well as long as you think about it, are more experienced, etc. you will not do this. • Not true! Why? • Takes effort!!! • This effort is surprising! • The common thought of media as tools for tasks goes against media = life • People respond to media as life, even if they know it isn’t reasonable to do so. • Nass, et. al., started doing research called Social Responses to Communication Technologies

  6. Research Methodology • 1. Find some social science research that represents a fact about people’s interaction with other people • Ex. People react to approaching people • 2. Summarize the rule • Ex. When someone walks closer to you, you pay attention • 3. Replace person/environment w/ media • 4. Find out how the test • Ex. A real person walks to you • 5. Do it w/ media • Ex. A video person walks to you • 6. Run it • 7. Summarize • Ex. People do respond to video of people walking in

  7. This allows • Improving Design of Media • Evaluate Media • New Methods for Research • Big Issues – where does media go from here?

  8. Conclusions • Through out human evolution, everything that exhibited any intelligence was life. • How can we make use of this?

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