Posts Tagged ‘responding’
Review of Memes in Digital Culture, by Limor Shifman (MIT Press)
In addition to my other ventures, I’m the editor and lead reviewer of Technology and Society Book Reviews. Some of the books I cover related directly to my work as an improviser and speaker — Memes in Digital Culture is just such a work. This review originally appeared on January 5, 2014.
Title: Memes in Digital Culture
Author: Limor Shifman
Publisher: MIT Press
Copyright: 2014
ISBN13: 978-0-262-52543-5
Length: 200
Price: $13.95
Rating: 94%
I purchased a copy of this book for personal use.
I’m a fan of the Essential Knowledge Series from MIT Press. These small-format books provide useful information on a variety of digital culture topics, including Information and the Modern Corporation and Intellectual Property Strategy, which I have also reviewed. In Memes in Digital Culture, author Limor Shifman of The Hebrew University of Jerusalem develops a framework for analyzing memes in the networked age.
Memes as Entities
An early meme familiar to Americans and other western audiences is Kilroy Was Here, attributed to James J. Kilroy, a Massachussetts shipyard inspector. More recent examples are the Pepper Spraying Cop, Scumbag Steve, and Socially Awkward Penguin. Richard Dawkins introduced memes in his 1976 book The Selfish Gene. In that work, Dawkins argued that memes are small units of culture transmitted amongst a population, like genes. Dawkins’s framework posits that memes have three main characteristics: longevity, fecundity, and copy fidelity. Shifman points out that the Internet enhances all three of those aspects, allowing exact digital copies of memes to spread quickly and to stay around longer in the Facebook timelines, Twitter feeds, and hard drives of users.
Dawkins created his original theory of memes before networking technologies became commonplace. Shifman extends his work by defining an Internet meme as:
(a) a group of digital items sharing common characteristics of content, form, and/or stance, which (b) were created with awareness of each other, and (c) were circulated, imitated, and/or transformed via the Internet by many users.
Many commentators use the terms meme and viral interchangeably, but Shifman argues they’re two very different things. Her definition of memes emphasizes the transformational aspect of creation and sharing, such as adding a new caption to a common image. Korean rapper PSY’s viral video “Gangnam Style”, which was viewed more than one billion times on YouTube, was immensely popular but not, at least at first, a meme. Later take-offs on the theme, such as an homage to the wealthy former U.S. presidential candidate called “Romney Style”, marked the transition from viral video to meme.
Analyzing Memes
Shifman argues that memes can be analyzed in three ways: content, form, and stance; and interpreted through economic, social, and cultural/aesthetic lenses. Content, form, and stance capture the creative elements of a meme, including the contributor’s attitude toward the subject matter and subtext inherent in the creation. For example, the “Leave Britney Alone” video creator puts forward, through subtext, the idea that it’s OK to be a gay male wearing a wig and eyeliner. It’s also possible to break memes down into genres, including Reaction Photoshops (Photoshop-edited images are sometimes called “shoops”), Photo Fads, Flash Mobs, Recut Trailers, Misheard Lyrics, Bad Dubbing, and LOL Cats.
Chapter 8 focuses on memes in the political realm, particularly involving citizen participation. In the U.S., that trend included the Occupy Wall Street movement and the “I am the 99%” percent meme. Shifman and her colleagues also investigated memes in France, China, Israel, and Egypt. Because many regimes monitor or censor the internet in general and social media in particular, activists use code words to obscure their discussions and intentions. Memes also bring the difference between what Erving Goffman called the frontstage and backstage political venues into sharper relief. The frontstage represents the public face of a politician or campaign, while the backstage represents the venues where the real work gets done.
Final Thoughts
Like the other Essential Knowledge Series books I’ve had the pleasure to review, Dr. Shifman’s Memes in Digital Culture provides a solid overview on an interesting topic. I can easily see academics adopting her text as required reading for digital media analysis courses and executives reading it to gain insights into meme culture.
Curtis Frye is the editor of Technology and Society Book Reviews. He is the author of more than 30 books, including Improspectives, his look at applying the principles of improv comedy to business and life. His list includes more than 20 books for Microsoft Press and O’Reilly Media; he has also created over a dozen online training courses for lynda.com. In addition to his writing, Curt is a keynote speaker and entertainer. You can find more information about him at www.curtisfrye.com.
Memory and the Recency Effect
It’s tempting to think that knowing about a cognitive bias or logical fallacy makes them immune to it. I’m no exception, but I constantly find myself falling prey to the recency effect, or recency bias. The good news is that I catch myself from time to time — the bad news is that I have no idea how many instances slip through.
The recency effect describes a condition where the most recent information you learned has a disproportionate impact on your opinion about a topic. I find myself watching TV programs or reading articles where the author sets out arguments on an issue and I often think, “Oh, I didn’t know that. I’ll have to revise my opinion.” The rest of the time I think, “Yeah, right” and move on with my day. If the topic’s one I don’t know much about, the information I just learned will affect my view more than it would if I knew a lot about the issue.
As I mentioned in my review of The Gamble, published here and on Technology and Society Book Reviews, the Romney 2012 presidential campaign managers attempted to use the recency effect to their candidate’s advantage. The authors cited a significant body of research showing that political ads sway opinion, but only for a few days at most before viewers’ opinions revert to their personal baselines. The Romney campaign took out a large number of ads in the days before the election in hopes of using the recency effect to their advantage. In fact, the campaign bought the entire available ad inventory in several states. Rather than leave the money in the bank, they bought ads in states they deemed less important.
If you really want to see the recency effect in action, watch the U.S. stock markets whenever major events occur. Every bit of news causes the markets to move as investors try to out-guess each other and make a profit on competitors’ decisions. I’m not sure how much of the action is individual speculators trying to get a jump on the market and others trying to guess the reactors’ reactions (and so on up the chain), but the short-term volatility can be astonishing.
Confirmation Bias Proves What You Already Knew
Human beings deal with complexities by creating mental models. Our models are necessarily simpler than reality and are based on our experiences. These considerations imply two things. First, models are intensely personal constructs. Second, personal models are difficult to change. When we find something that works, we’re reluctant to change it.
There’s a strong temptation to fit what we see into our models rather than invest the effort (and ego) into admitting our model is wrong, or at least incomplete. Oswald and Grosjean define confirmation bias as “the tendency to search for, interpret and remember information in a way that confirms one’s preconceptions.” You probably know someone who engages in impressive mental gymnastics to fit everything into their world view.
In business, falling prey to confirmation bias can cost you money. If you developed a process that worked for years but doesn’t meet your company’s needs, you must be open to change. If you interpret critiques as personal attacks, you’re much less likely to improve your processes.
You can take advantage of confirmation bias to create interesting characters or “find the game” within an improv scene. Improv scenes run on justifying why something someone else said or did is true and important. If your character’s perspective uses “Yes, and…” to bring everything into his or her world view, you can be an interesting character and entertain your audience. Like in business, you have to be careful not to let your internal game hurt your team’s performance, but it’s a fun approach to take on occasion.
The exercise “Your Place or Mine?” provides an interesting context for justification and fitting incidents into your character’s world view. In this exercise, you and a scene partner play characters in two different locations. For example, one of you might be a fast food worker in McDonald’s and the other an archery instructor on the range. If the fast food worker hands the archer a french fry, the archer could interpret it as a small arrow and shoot it into a target, which the fast food worker could interpret as throwing the food into a customer’s mouth.
Cognitive Biases are Fun!
George Carlin once pointed out that comedy depends on exaggeration — to make something funny, you must distort one aspect of the situation or description to introduce humor.
If you’re thinking, “I don’t have to exaggerate anything…I make enough mistakes to feed a hundred comics for a year,” you’re probably right. We’re all susceptible to cognitive biases that skew our judgment. If you’ve read any of Dan Ariely’s work (Predictably Irrational, The Upside of Irrationality, and The Honest Truth About Dishonesty) or read the pop psych literature, you know the human mind is a frighteningly powerful yet flawed instrument.
I have good news: you can identify and minimize the impact of cognitive biases. What’s more, performers can use them to create humorous situations on stage. I downloaded a list of cognitive biases and will do my best to explore how they affect the world where business and funny intersect.
I first thought of writing a series of posts after a ComedySportz gig for health care professional employed by the Oregon penal system. One of their handouts (I always grab the handouts) listed about 120 cognitive biases and logical traps affecting the reasoning inmates and others use to assess their circumstances. I’ll leave the connection between prison, work, and comedy to your fertile brains.
First up? Everyone’s favorite trap: confirmation bias.
Book Review: The Gamble, from Princeton University Press
Title: The Gamble
Authors: John Sides and Lynn Vavreck
Publisher: Princeton University Press
Copyright: 2013
ISBN13: 978-0-691-15688-0
Length: 322
Price: $29.95
Rating: 93%
I received access to a preview copy of this book via the NetGalley site.
The popular media covers U.S. presidential campaigns like announcers calling a horse race, highlighting every move, nuance, and setback as if it could determine the winner. Why? Because not doing so would give viewers tacit permission to watch something else, drive down the networks’ ratings, and cost them advertising dollars. One journalist from Mother Jones identified 68 unique events the press labeled “game changers.” Were they, or was it just meaningless hype?
Approach
In The Gamble: Choice and Chance in the 2012 Presidential Election, authors John Sides and Lynn Vavreck analyze the race’s twists and turns in measured tones, emphasizing the role “the fundamentals” (especially the economy) play in presidential elections. Sides is associate professor of political science at George Washington University and the coauthor of Campaigns and Elections. He cofounded and contributes to The Monkey Cage, a politics blog. Vavreck is associate professor of political science and communications at UCLA. As academics, they had to strike a balance between writing for a general audience versus writing for an academic audience.
Books without sufficient analytical rigor might not be considered during tenure evaluations, so the authors took a bit of a risk by writing mainly for laymen. I thought they struck a clever and useful balance by dividing the book into two sections: commentary text, where the authors summarize their findings in the main body of the book; and appendixes that present their data and analyses in more depth. The main text contains plenty of facts and figures, but the appendices extend the analysis by including summary statistics (such as standard deviation and standard error) and other measures of interest to professional academics.
Analysis
So, did the various campaign gaffes, missteps, blunders, and revelations make a difference? Sides and Vavreck conclude that, in the long run, they did not. The American electorate is more or less evenly divided between Democrats and Republicans with only a small percentage of persuadable voters for each election. Seemingly substantial missteps such as Mitt Romney’s statement about the (alleged) 47% of Americans who pay no income tax and Barack Obama’s (real) horrific performance in the first debate caused a momentary blip in the polls, but the candidates’ results settled back to the predicted norm within a few days.
The Republican primary season provides an even starker example of how Mitt Romney kept his forward momentum as challengers such as Rick Perry, Herman Cain, and Rick Santorum were “discovered” by the media but ran off the road due to policy mismatches with the electorate, poor debate performance, or personal issues the press uncovered. The fundamentals of Romney’s campaign didn’t guarantee him the nomination, but the odds were ever in his favor.
So too with Obama, who could rely on an (albeit slowly) improving economy to lift his campaign. Sides and Vavreck point out that even a general sense that things are getting better makes the incumbent very hard to overcome. Just as most Vegas odds makers give NFL teams a three-point edge for home field advantage, improving economic times provide a lift to sitting presidents.
Of course, campaigns and independent organizations do their best to overcome these limitations through voter outreach (aka the vaunted Obama “ground game”) and advertising. The authors’ analysis confirms previous work that ads shift opinions for a short time after viewing, but the effect fades quickly. The Romney campaign tried to leverage that fact by buying a lot of advertising in the days just before the election, but the Obama campaign had done a good job of maintaining their candidate’s presence and prevented the Romney campaign from succeeding.
The Gamble also addresses what the Obama win implies for American politics. Did his win, which was by a reasonably substantial margin, constitute a mandate and indicate a liberal trend in the polity? Recent votes in favor of legalizing gay marriage and marijuana seem to argue in favor of that interpretation, but Sides and Vavreck found that the electorate tends to equilibrate by moving in opposition to the winning candidate’s views. In other words, a liberal candidate’s win results in a more conservative electorate and vice-versa.
Conclusion
When it comes to U.S. presidential elections, the percentage of the electorate that will vote for their preferred party’s candidate regardless of attempted persuasion is so large as to render most campaigning moot. The campaign machines are so well-tuned, the authors argue, they cancel each other out over the long run. The fundamental elements, especially the economy, are far more relevant. I find that aspect of The Gamble comforting.
Before I close, I’d like to give a quick shout-out to the cover designer. I didn’t see the designer’s name in my preview copy of the book, but the cover image uses the point of the “A” in “Gamble” as the fulcrum of a dynamic balance between red and blue, which is a terrific touch. It makes a good book that much better.
Curtis Frye is the editor of Technology and Society Book Reviews. He is the author of more than 30 books, including Improspectives, his look at applying the principles of improv comedy to business and life. His list includes more than 20 books for Microsoft Press and O’Reilly Media; he has also created over a dozen online training courses for lynda.com. In addition to his writing, Curt is a keynote speaker and entertainer. You can find more information about him at www.curtisfrye.com.
Gamification: Game Design and Addiction
I’m the editor and chief reviewer of Technology and Society Book Reviews, a site I founded in February 1998. I recently reviewed Natasha Dow Schüll’s book Addiction by Design, which makes many points relevant to my post on the ethics of gamification. The full text of my review appears below.
Title: Addiction by Design
Author: Natasha Dow Schüll
Publisher: Princeton University Press
Copyright: 2012
ISBN13: 978-0-691-12755-2
Length: 444
Price: $35.00
Rating: 89%
I purchased this book for personal use.
Natasha Dow Schüll, an associate professor in MIT’s Program in Science, Technology, and Society, explored the allure of food in mass quantities in her documentary Buffet: All You Can Eat Las Vegas. In her new book Addiction by Design from Princeton University Press, she examines how machine and game design facilitate addictive behavior.
Human Side of the Equation
Schüll begins by describing the human cost of gambling addiction by profiling several individuals, all of whom have driven themselves and their families into difficult situations because of their gambling. One woman interviewed by the author has structured her daily routine to visit a circuit of gambling establishments, including casinos and grocery stores with video poker machines. The small footprint, low operating costs, and revenue generation capacity of machines means that table games such as blackjack and craps have been squeezed into increasingly smaller spaces. Mirroring this trend, the typical problem gambler has changed from a middle-aged man who bets on sports or blackjack and waits ten years to get help to a 35 year-old woman with two kids who plays video poker and seeks help after just two years.
The financial windfall generated by problem gamblers is staggering. One study by Tracy Shrans indicated that gamblers who follow the industry’s “responsible gaming rules of conduct” (e.g, setting time and money limits, understanding the odds of the games, and not gambling when you’re lonely, angry, or depressed) generate just 4% of gambling revenue. A slew of studies, notably work published in 1998 by Lesieur (cited p. 16), estimate that problem gamblers generate between 30-60% of casino revenue. Part of gambling’s attraction is the possibility, however remote, of winning a significant amount of money, but the varied reward schedule plays a significant role as well.
Entering the Machine Zone
The effectiveness of a varied reward schedule holds true across the animal kingdom. Rats that press a lever and receive a food pellet every time will press only when they’re hungry, but rats rewarded on an irregular schedule, where they have no idea when the next food pellet will drop, will press the lever until exhausted. When the rewards come not from food but from direct stimulation of the endogenous reward system, the effects are even more pronounced. In her Great Courses video series Understanding the Brain, Jeanette Norden notes that rats with wires inserted into their brains, allowing them to stimulate their pleasure centers by pressing a lever, will forgo all other activities — including but not limited to sleeping, eating, and sex — to press the lever. She described the scene of an exhausted, filthy rat collapsed on the floor of its cage, reaching with its last bit of strength to press the lever just one more time.
According to Schüll’s analysis, the analog for humans appears to be entering the “machine zone”, where the player is engrossed in the game and their interaction with the machine. Unlike poker and other table games that provide experiences mediated by other humans and offer occasional thrills, machine gamblers are able to maintain stimulation for as long as their bankroll allows. The rhythm of their interaction with the device induces comfort and, most importantly, lets the player escape from the world for a time. Game designers have capitalized on this trend by offering multi-line video slot machines with as many as 100 payouts. The result is that most spins pay something, but the majority of spins pay less than the player wagered. Rather than a singular win or loss, these fractional payouts provide a smoother ride down as the built-in house advantage grinds away at the player’s bankroll.
Nevada is arguably the most libertarian state in the U.S., so it’s no surprise the gaming industry bases its arguments against limiting game design and player tracking on the grounds of personal responsibility. Schüll implies, but never as far as I could tell directly states that the games’ design promotes addiction. She probably couldn’t do so because of legal concerns and the inherent difficulty in proving such a statement, which is fair enough. That said, if there ever is such proof, it’s likely that the self-exclusion policies in other gambling jurisdictions such as British Columbia, Canada, and Australia would be replaced by stricter rules.
Conclusions
Schüll goes beyond the basic “reward schedule” addiction analysis so common in the literature and casts the role of casinos and their visitors in terms of the social theories of Weber, Levi-Strauss, and Foucault, mirroring the theoretical underpinnings of MIT’s Program in Science, Technology, and Society. (Though this publication and the program have similar names, we are not affiliated.) I thought her analysis added value to the book, but the sections didn’t feel tightly integrated with the rest of the narrative. Schüll wrote the book over several years and the book’s cohesiveness might have suffered a bit because of it. Important life events take priority, of course, and despite some small shortcomings Addiction by Design is a detailed, useful, and readable analysis of machine gambling and the players on all sides of the game.
Curtis Frye is the editor of Technology and Society Book Reviews. He is the author of more than 30 books, including Improspectives, his look at applying the principles of improv comedy to business and life. His list includes more than 20 books for Microsoft Press and O’Reilly Media; he has also created over a dozen online training courses for lynda.com. In addition to his writing, Curt is a keynote speaker and entertainer. You can find more information about him at www.curtisfrye.com.
Improspectives 
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