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The Media Equation

 
지은이 : Byron Reeves and Clifford Nass
출판사 : CSLI
페이지수 : 305 pages
ISBN : 1575860538
예상출고일 : 입금확인후 2일 이내
주문수량 :
도서가격 : 27,500원
적립금 : 825 Point
     

 




Can human beings relate to computer or television programs in the same way they relate to other human beings? Based on numerous psychological studies, this book concludes that people not only can but do treat computers, televisions, and new media as real people and places. Studies demonstrate that people are "polite" to computers; that they treat computers with female voices differently than "male" ones; that large faces on a screen can invade our personal space; and that on-screen and real-life motion can provoke the same physical responses. Using everyday language to engage readers interested in psychology, communication, and computer technology, Reeves and Nass detail how this knowledge can help in designing a wide range of media.

Part I. Introduction: 1. The media equation; Part II. Media and Manners: 2. Politeness; 3. Interpersonal distance; 4. Flattery; 5. Judging others and ourselves; Part III. Media and Personality: 6. Personality of characters; 7. Personality of interfaces; 8. Imitating a personality; Part IV. Media and emotion: 9. Good versus bad; 10. Negativity; 11. Arousal; Part V. Media and Social Roles: 12. Specialists; 13. Teammates; 14. Gender; 15. Voices; 16. Source orientation; Part VI. Media and Form: 17. Image size; 18. Fidelity; 19. Synchrony; 20. Motion; 21. Scene changes; 22. Subliminal images; Part VII. Final Words: 23. Conclusions about the media equation; References.

"The best book on this topic..." Speech Technology
"Anyone working in "new media" (writers, political consultants, market research, advertising, software designers, tv and movie makers, webmasters, cinematographers, etc.), not aware of how our "old," hunter-gatherer brains interpret the modern world, isn't working with a full tool box.




Authors Reeves and Nass show, through their experiments, that people (including programmers and many others intimately familiar with how media works) cannot disengage hard-wired caveman brains when working with software, playing a game, watching an ad, or seeing a movie. If we could, then why did that horror movie make our hearts race? And why did it make us jumpy afterwards?




So how do we treat computers like people? Here's one example from the book. In human interaction, one is likely to politely agree (a/k/a fib a little) with an acquaintance who says, "Isn't this a great sweater?" One also tends to be more honest discussing the sweater with a third party, "That sweater isn't my favorite color."




If people do treat computers like humans, then (substituting computers for people in the example), a person would agree with Computer A (out of politeness!), but tell Computer B the truth. And that's what happened in the authors' test lab.




People were quizzed by Computer A (programmed to perform poorly), "Aren't I doing a great job?" -- and they gave Computer A high marks. Then, in another room, Computer B asked about Computer A's performance... and people rated Computer A more honestly (and consistantly lower than they rated Computer A "to its face.") The pattern of response to the computers matched the way people interact with each other.




In example after example, covering many, many areas of human behavior (from politeness to flight-or-flight and even to how little it takes for us to perceive something as male or female and how that colors our thoughts), Reeves and Nash show us how our old brains are responding to our high-tech world .




The ideas in this book should provoke discussion, controversy, and more study. But, those in media need to adjust to the reality that if you want to talk to the 21st century human -- you better learn, first, how to appeal to the caveman. "

"Thsi book is the basis for the communication department at stanford university. it is a very easy read and a worthwhile read "

"Communicationswith the computer are becoming more and more human-like. Giving a computer a feminine voice affects how we respond to the computer's output to us. "

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