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According to popular wisdom, humans never relate to a computer or a television program in the same way they relate to another human being. Or do they? The psychological and sociological complexities of the relationship could be greater than you think. In an extraordinary revision of received wisdom, Byron Reeves and Clifford Nass demonstrate convincingly in The Media Equation that interactions with computers, television, and new communication technologies are identical to real social relationships and to the navigation of real physical spaces. Using everyday language, the authors explain their novel ideas in a way that will engage general readers with an interest in cutting-edge research at the intersection of psychology, communication and computer technology. The result is an accessible summary of exciting ideas for modern times. As Bill Gates says, '(they) … have shown us some amazing things'.
内容（「BOOK」データベースより）
人とメディアとのコミュニケーションを解き明かすカギとなる「メディアの等式」によって、次々と常識がくつがえされていく。21世紀のメディアデザインの進むべき方向を提示する画期的なメディア論の登場。
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カスタマーレビュー
最も参考になったカスタマーレビュー
1 人中、1人の方が、｢このレビューが参考になった｣と投票しています。
Amazonが確認した購入
本書は、人間はTVを見たりパソコンを操作するとき、人間と同じように接するという『メディアの等式』のアイデアを主張します。
連ドラを見るとき、ノートパソコンを相棒だと思う気持ちから何となくそんな気がしておりましたが、理論的に証明されるとなるほどと納得できました。
将来、パソコンやケータイが進化・普及しネットワーク化されることにより、この分野の研究はもっと重要な意味を持つに違いないと思いました。
連ドラを見るとき、ノートパソコンを相棒だと思う気持ちから何となくそんな気がしておりましたが、理論的に証明されるとなるほどと納得できました。
将来、パソコンやケータイが進化・普及しネットワーク化されることにより、この分野の研究はもっと重要な意味を持つに違いないと思いました。
7 人中、4人の方が、｢このレビューが参考になった｣と投票しています。
にすぎないということを、徹底的に検証してしまったスゴイ本です。
AIBOやファービーはもちろん、日テレの情報番組「ザ・独占サンデー」に登場するアヒルレポーターのWINちゃん、そして巨人戦の中継中に「午後8時の男」とか言って勝手に現れるジャビット君（むかつくー！）やニュース犬ブーニーまで、およそ「人間ではない」はずのキャラクターにどうして感情移入してしまうのか、その秘密が書かれています。
タイトル通りコンピューターの本だと思って読んでると、とんでもない方向に連れて行かれますよ。
Amazon.com で最も参考になったカスタマーレビュー (beta)
Amazon.com:
14件のカスタマーレビュー
20 人中、18人の方が、｢このレビューが参考になった｣と投票しています。
Must read popularization
2002/2/20
形式:ペーパーバック
The media equation, as introduced by Nass and Reeves, is that "media equals real life" and that our interactions with media are "fundamentally social and natural" (p. 5). This book is a popularization of established, replicated research on how people interact with television advertising, tutoring systems, error messages, loud noises, sudden movement, etc. For instance, one widely replicated result is that computer tutoring systems get better evaluations if the evaluation program is run on the same computer. Moving the reviewer to a new computer (with the same program), significantly lowers the score. The social science literature shows that teachers who collect their own evaluations score much more highly than those whose evaluations are collected by others. This is the kind of evidence Nass and Reeves bring to bear in support of the media equation. They don't claim that we are consciously thinking about the computer's feelings and don't want to hurt them. Rather, to the contrary, subjects claim they were doing no such thing. Yet the evidence of our behavior seems incontrovertible.
The media equation is a good enough predictor of user behavior, at least for telephone-based spoken dialog systems of the form my company builds, that it has informed our designs from top to bottom. Our applications apologize if they make a mistake. Callers respond well to this. Sure, the callers know they're talking to a machine, but this doesn't stop them from saying "thank you" when it's done or "please" before a query or feeling bad (or angry) if the computer can't understand them. Another strategy recommended by Nass and Reeves that we follow is trying to draw the caller in to work as a team with the computer; again, Nass and Reeves support this with several clever experiments. There is also a useful section on flattery, looking at the result of the computer flattering itself and its users; it turns out that we rate computers that flatter themselves more highly than ones that are neutral.
Among other interesting explanations you get in this book are why we're more tolerant of bad pictures than bad sound, why we focus on moving objects, speaking rate equilibrium, what we can do to make someone remember an event in a video, and the role of gender.
This book is very quick and easy to read. I read it in two days while on vacation it was so fascinating. In contrast to the classical yet dry social science format of hypothesis, experimental methodology, results, and essentially a summary of the results as a conclusion, Nass and Reeves only vaguely summarize their experimental methodology and take a no-holds-barred approach to drawing conclusions. This may annoy social scientists, most of whom expect their own kind to be far more circumspect.
This book is an absolute must-read for anyone designing mediated interfaces. For those who don't believe the results, I'd suggest running some experiments; our company did, and it made us believers.
9 人中、7人の方が、｢このレビューが参考になった｣と投票しています。
A great interpretation of how people interact with media
1998/8/14
形式:ペーパーバック
The authors explain their hypothesis that people tend to treat computers, television and new media like they would human beings, and that people react to media-based presentations as if they were real-life situations -- even when people consciously realize this is not the case. It's a really interesting premise and the authors do an excellent job explaining their ideas.
The only reason I didn't give this work 5 stars is that the authors do not provide enough data on the results of their experiments. They frequently mention "significant" results, but they do not offer the results themselves for the reader to decide just how significant those results may be. This book is clearly written for a large audience, most of whom probably prefer to have the authors offer an interpretation without padding the work with lots of charts and tables. I would have liked a footnote or two with the actual experiment data, but regardless it's an excellent and intriguing read.
I would highly recommend this book to anyone interested in interface design or media studies.
12 人中、9人の方が、｢このレビューが参考になった｣と投票しています。
Media representations are people too!
2000/3/25
形式:ハードカバー
This book presents a series of social psychology experiments which demonstrate that in almost all respects people treat media representations of people and places like the real thing. The rules and social cues which apply to interactions with other people subconsciously apply to interactions with a face on a screen, or a computer interface, or a disembodied voice. People interacting with a computer which praises them for their performance on a quiz will attribute the same characteristics to the computer as they would to a person who praises - the computer will be seen as more competent and its feedback will be more valued. Social attribution can even occur with an interface as technologically unsophisticated as text on a screen. Why we act this way can be explained by our brain's evolutionary past - during the evolution of the brain all entities which looked or behaved like people were exactly that, there were no artificial representations. Representations in media are therefore interpreted naturally, that is, as they would appear in the world. So while our conscious minds are sophisticated enough to tell the difference and may deny interacting in a social manner with media, our old subconscious does not make the distinction.
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