Sex, lies and semiconductors: the human links

Article Abstract:

Byron Reeves and Clifford Naas contend in 'The Media Equation: How People Treat Computers, Television and New Media as Real People and Places' that humans interact with computers as if the computers were human. The authors most frequently worked with subjects who were experienced computer users. After the subjects completed a computer-based tutorial, part of the group was asked to evaluate the computer's performance, using the same computer on which they completed the tutorial. A second group was asked to evaluate the tutorial on a second computer. The first group gave the computer higher marks than the second, repeating a typical human pattern in which people give a more positive evaluation to an individual who asks for a performance assessment. More honest and harsher assessments are usually given when a third party asks for an assessment of the individual. Subjects also responded positively to computers that praised them, and they attributed stereotypical gender traits to computers with male or female voices.

Analysis, Human-computer interaction, Psychological Issue, User Interface, User interfaces (Computers)

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What to read? Ask a computer: new strategy for selling books makes many experts uneasy

Article Abstract:

A new strategy for selling books relies on agent software, aka 'collaborative filtering' technology. Software is used to gather data about consumers' buying patterns, and the data is compiled and analyzed to reveal patterns and generate recommendations about items such as books, CD's, films and videos. Use of such software is becoming commonplace. For example, Amazon.com, the on-line bookstore, leases agent software from a company called Muze, and Microsoft Corp recently paid $40 million to acquire agent-software company Firefly. Some observers are uncomfortable with the notion that artificial intelligence is replacing people as arbiters of culture.

Computer software industry, Software industry, Telecommunications systems, Technology application, Booksellers, Bookstores, Popular culture, Artificial intelligence, Book selection

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Corporations, classrooms, and commercialism: some say business has gone too far

Article Abstract:

Schools and principals are so strapped for funds that many have allowed various sponsorship or advertising programs into their schools. Firms say they want to help schools improve; critics say the main result is brand name recognition in the fight for 6-19 year-olds' $485 billion annual spending.

Finance, Cover Story, Education, Ethical aspects, Advertising and children, Corporate sponsorship, Children as consumers, Child consumers

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