For a group to become a team the members must identify with each other and exhibit some degree of Media equation on each other. Reeves and Nass used these principles to help explain how they believed computers could be social actors. The results of this study indicated that Media equation who worked with the computer as a teammate viewed the computer as more like them, worked in a similar style to their own, was more cooperative and friendlier than people who worked individually.
Highly recommended for anyone interested media study and psychology. It would probably be useful to go through and summarize the main findings, since actually reading through the book was a chore. This book does a good job of describing their hypotheses clearly e. Too much or too little information may damage value of information.
The control was a pen-and-paper questionnaire. The computer had a blue sticker and the human wore a blue wristband to signify that they were Media equation fact a team. Below are explanations of some of the more interesting findings that support the media equation.
Reeves and Nass argue that quantity is not something social media executed very well; they feel it causes frustration because computers display too much or too little information to humans when trying to communicate. The material is presented like a series of research papers, rather than being written to please an audience who just wants to know the results.
The computer then prompted participants to take a test to evaluate what they have learned. Propositions[ edit ] The media equation relies on eight propositions derived from the research: The results support the idea that people better remember information that comes after a negative event.
A second argument against media equation is that participants are actually responding to the programmers behind the computer. The conclusion resulted in evaluations done on computer 1 after testing on computer 1 yielded much more positive responses about the session.
May 30, Nick rated it really liked it This marvelous little academic book describes the results of studies the authors did that determined -- wait for it -- that people treat computers, TV and other electronic media as if they were human.
The findings were interesting, such as how a masculine voice from a computer is responded to in the same way as a masculine voice coming from a human, or how people respond to visual stimuli on a computer screen similarly to if the object were really present.
They were instructed to pay attention because they would be tested afterwards. The respondents did not need much of a cue to respond socially to the computers. Still, experiments Media equation they treat computers and other media like movies Media equation if they were real social beings.
Reeves and Nass designed an experiment in which 22 people come to a laboratory and told them they would be working with a computer to learn about random facts of American pop culture. As the title describes, these researchers set out to examine whether computers, televisions, and other media follow the same social and natural rules as humans.
Apr 26, Zimran Ahmed rated it liked it Interesting information. Nass and Moon refute this argument by citing that studies involving multiple computers generally found differences in interactions from computer to computer. If a person was interacting with the programmer behind the computer, then there would be no difference in interaction between computers.
The stronger the emotions, the stronger the memory. These two characteristics were tested to determine if a computer can be a teammate.
The empirical data to support the media equation is thorough and expansive. Respondents who viewed the negative images better remembered the second half of the newscast than the part preceding the negative images. In other words, people tend to dwell on the negative more than the positive.
Alternative explanations[ edit ] Some alternative explanations for the media equation have been proposed. When I had this book recommended to me, my friend told me to read the introduction and just skip around to the chapters that I thought would be interesting.
Nass and Moon counter-argued by saying that the experiments were not misleading. In this study,  participants were assigned to one of two conditions. Quality refers to how information presented in a conversation should have value, truth, and importance. In other words, the media does not make people react the way they do.Lookatme™ is a powerful, yet easy to use Digital Asset Management solution designed to meet the demands of the cultural & brand management sectors.
According to the media equation theory , people apply social norms, which they usually only apply in interactions with humans, also when they are interacting with various media like computers. The media equation tempts many qualifications, but few are needed. One tempting qualification is that people might be fooled, but only by the niftiest of new media—virtual reality systems, IMAX theaters, or full-motion holography of the future.
Our research suggests otherwise. The book The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places, Byron Reeves and Clifford Nass is published by Center for.
The online home of the “Media Equation” columns by David Carr, which focus on the intersection of media and technology. The Media Equation has ratings and 9 reviews.
Can human beings relate to computer or television programs in the same way they relate to other human b /5.Download