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9.12 Mediated Communication

9.12 Mediated Communication - Mediated Communication Topic...

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9/12/11 Mediated Communication Topic: Social Response to Technology Nass et al claim that when someone is presented with physical cues that are related to fundamental characteristic, individuals automatically respond socially. Social Facilitation Theory Social Categories: Gender stereotypes: Praise from a male-voiced computer is perceived more friendly, and has a greater influence that is praise from a female-voiced computer (Green, 1993). Participants were aware that the voice was a narrator for the computer. They also knew that the voice did not necessarily reflect the gender of the computer programmer. They also uniformly agreed that male-voiced computers were no different than female-voiced computers and that to engage in gender stereotyping with respect to computers would be ridiculous. BUT THEY STILL AT SOCIALLY RESPOND TO THIS THING. Ethnicity, as asocial category cue, triggered a series of expectations and assumptions, regardless of the context in which the cue appeared. Participants in the same ethnicity condition perceived the agent to be more attractive, trustworthy and intelligent compared to those in the different ethnicity condition. Politeness norms: users asked by a self-praising computer about its own performance provide more positive responses than do those asked by a different computer or a paper and pencil questionnaire. ** These 3 studies confirm that people tend to rely on social categories when interacting with
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