Special Reading #4 - Media Equation

Comments:
Comment 1
Comment 2

References:
Paper 1:
Title: Machines and Mindlessness: Social Responses to Computers
Authors: Clifford Nass and Youngme Moon
Venue: Journal of Societal Issues, Vol. 56-1, 2000

Paper 2:
Title: Computers are Social Actors
Authors: Clifford Nass, Jonathan Steuer, and Ellen R. Tauber
Venue: CHI '94, April 1994

Paper 3:
Title: Can Computer Personalities Be Human Personalities?
Authors: Clifford Nass, Youngme Moon, BJ Fogg, Byron Reeves, and Chris Dryer
Venue: CHI '95, May 7-11 1995


Summary:
In these papers, the authors show that people unconsciously think of computers as people -- in some respects, anyway. When it came to factors like gender, race, and aggressiveness, their tests indicated that indeed humans applied these qualities to machines, even though they said doing so was ridiculous.

They used many methods for the tests, but the most common was the three-computer setup shown at right. One computer feeds information to the user, then they take a test on computer number two, and then the third evaluates their scores. Different selections of male and female voices as well as aggressive and less aggressive language to use.



Discussion:
I wasn't very surprised by the results of these papers. I have referred to computers in a human way before, especially when I get frustrated. Also, when you place human voices on the machines, you make them seem more humanlike, so it's not surprising that gender and racial biases get applied.

However, the fact that these results are so evident means that we must be careful about what sound clips we use when we design programs with a voice component, as well as how we give information through the user through text. Incorrect usage could make our program seem rude and cause people to dislike it.

(Image courtesy of: Paper #2)