How I'm using biological data to tell better stories -- and spark social change | Heidi Boisvert

譯者: Helen Chang 審譯者: Bruce Sung

For the past 15 years I've been trying to change your mind.

我 15 年來一直嘗試 改變大家的想法。

In my work I harness pop culture and emerging technology

我從事用流行文化和新興技術

to shift cultural norms.

改變文化規範的工作。

I've made video games to promote human rights,

我曾用電子遊戲來倡導人權，

I've made animations to raise awareness about unfair immigration laws

曾用動畫片來提高 對不公平移民法案的意識，

and I've even made location-based augmented reality apps

甚至做過以定位擴增實境的應用

to change perceptions around homelessness

來改變對無家可歸者的看法，

well before Pokémon Go.

比 Pokemon Go 早多了。

(Laughter)

（笑聲）

But then I began to wonder whether a game or an app

之後我思考是否有遊戲或應用

can really change attitudes and behaviors,

能夠真正改變態度和行為？

and if so, can I measure that change?

如果有，能否衡量這改變？

What's the science behind that process?

其過程背後的科學依據是什麼？

So I shifted my focus from making media and technology

所以我把工作的重心 從製作媒體和技術

to measuring their neurobiological effects.

轉移至測量其神經生物學效應。

Here's what I discovered.

我發現

The web, mobile devices, virtual and augmented reality

網路、移動設備、 虛擬實境和擴增實境的技術

were rescripting our nervous systems.

在改寫我們的神經系統，

And they were literally changing the structure of our brain.

的的確確在改變我們的大腦結構。

The very technologies I had been using to positively influence hearts and minds

我一直以來用做 正向影響心靈和思想的技術

were actually eroding functions in the brain necessary for empathy

實際上正在逐漸侵蝕大腦中

對同理心和決策力不可或缺的功能。

and decision-making.

In fact, our dependence upon the web and mobile devices

事實上我們對網路和移動設備的依賴

might be taking over our cognitive and affective faculties,

可能正取代我們的認知和情感能力，

rendering us socially and emotionally incompetent,

令我們的社交和情感功能變得低下，

and I felt complicit in this dehumanization.

而我覺得自己正是這非人性化的幫兇。

I realized that before I could continue making media about social issues,

我意識到在繼續製作 有關社會話題的媒體之前

I needed to reverse engineer the harmful effects of technology.

得要扭轉科技的不良影響。

To tackle this I asked myself,

為解決此一問題，我反問自己：

"How can I translate the mechanisms of empathy,

「怎樣才能把同理心的機理，

the cognitive, affective and motivational aspects,

其認知、情感和動機方面的原理，

into an engine that simulates the narrative ingredients

轉化成能夠促使我們 模擬、陳述故事的行動引擎?

that move us to act?"

To answer this, I had to build a machine.

為回答此一問題， 我必須造一台機器。

(Laughter)

（笑聲）

I've been developing an open-source biometric lab,

我一直在開發 開源的生物計量實驗室，

an AI system which I call the Limbic Lab.

我稱此一人工智慧系統為 大腦邊緣實驗室。

The lab not only captures

這實驗室不僅能夠準確記錄

the brain and body's unconscious response to media and technology

大腦和身體對媒體 和技術的無意識反應，

but also uses machine learning to adapt content

還能利用機器學習

基於這些生物學反應來改寫內容。

based on these biological responses.

My goal is to find out what combination of narrative ingredients

我的目標是找出 哪些敘述成分的組合

are the most appealing and galvanizing

最吸引、最激勵特定目標的觀眾，

to specific target audiences

to enable social justice, cultural and educational organizations

從而使社會正義、文化和教育組織

to create more effective media.

能夠製作出更有效的媒體內容。

The Limbic Lab consists of two components:

大腦邊緣實驗室由兩部分組成：

a narrative engine and a media machine.

敘事引擎和媒體機器。

While a subject is viewing or interacting with media content,

當受試者觀看或與媒體內容互動時，

the narrative engine takes in and syncs real-time data from brain waves,

敘事引擎會同步採集 實時的腦波數據，

biophysical data like heart rate, blood flow, body temperature

像是心跳、血流量、體溫

and muscle contraction,

和肌肉收縮等等的生物物理數據，

as well as eye-tracking and facial expressions.

也會追蹤眼球運動和面部的表情。

Data is captured at key places where critical plot points,

在關鍵點準確記錄數據， 像是關鍵情節點、

character interaction or unusual camera angles occur.

角色互動

或不尋常鏡頭角度的發生時刻。

Like the final scene in "Game of Thrones, Red Wedding,"

像是在《權力遊戲》裡 〈紅色婚禮〉

when shockingly,

觸目驚心的最後一幕，

everybody dies.

賓客全都死了。

(Laughter)

（笑聲）

Survey data on that person's political beliefs,

受試者政治信仰的問卷數據

along with their psychographic and demographic data,

和他們心理、人口統計的調查數據，

are integrated into the system

也被整合在了系統裡，

to gain a deeper understanding of the individual.

以獲取對個體更深層的了解。

Let me give you an example.

舉個例子。

Matching people's TV preferences with their views on social justice issues

匹配人們對電視節目的偏好 與其對社會公平事件的看法，

reveals that Americans who rank immigration among their top three concerns

揭示出把移民問題列為 三個最關注議題之一的美國人

are more likely to be fans of "The Walking Dead,"

更可能是《陰屍路》的粉絲，

and they often watch for the adrenaline boost,

常為刺激腎上腺素的分泌而收看，

which is measurable.

這可被量得出來。

A person's biological signature and their survey response

各人的生物學信號與其問卷的回答

combines into a database to create their unique media imprint.

組成各自獨一無二的媒體印記 被紀錄入資料庫。

Then our predictive model finds patterns between media imprints

接著我們的預測模型 會尋找媒體印記之間的規律，

and tells me which narrative ingredients

告訴我哪些敘事成分

are more likely to lead to engagement in altruistic behavior

更有可能引起利他行為，

rather than distress and apathy.

而不是引起痛苦、冷漠。

The more imprints added to the database

從電視劇到遊戲，

across mediums from episodic television to games,

資料庫裡的媒體印記越多，

the better the predictive models become.

預測的模型就越好。

In short, I am mapping the first media genome.

總之，我正在繪製 第一個媒體基因組。

(Applause and cheers)

（掌聲和歡呼聲）

Whereas the human genome identifies all genes involved

人類基因組確定了所有 與人類 DNA 序列相關的基因，

in sequencing human DNA,

the growing database of media imprints will eventually allow me

而不斷增長的媒體印記資料庫

最終將幫助我確定 特定人物的媒體 DNA。

to determine the media DNA for a specific person.

Already the Limbic Lab's narrative engine

大腦邊緣實驗室的敘事引擎已經能

helps content creators refine their storytelling,

幫助內容創作者完善其敘事方式，

so that it resonates with their target audiences on an individual level.

使目標觀眾和他們 在個體層面上產生共鳴。

The Limbic Lab's other component,

大腦邊緣實驗室的另外一部分，

the media machine,

媒體機器，

will assess how media elicits an emotional and physiological response,

將會評估媒體如何引起 觀眾情感和生理上的反應，

then pulls scenes from a content library

並從資料庫中提取

targeted to person-specific media DNA.

針對特定個人的媒體 DNA 內容。

Applying artificial intelligence to biometric data

針對生物特徵數據使用人工智慧

creates a truly personalized experience.

能夠創造真正個性化的體驗，

One that adapts content based on real-time unconscious responses.

基於即時的無意識反應來調整內容。

Imagine if nonprofits and media makers were able to measure how audiences feel

試想倘若非盈利組織和媒體製作者

能在觀眾體驗內容的當下 測量他們的感受，

as they experience it

and alter content on the fly.

從而動態調整節目內容，將會如何？

I believe this is the future of media.

我相信這是媒體的未來。

To date, most media and social-change strategies

迄今，大部分媒體和社會變革戰略

have attempted to appeal to mass audiences,

已嘗試過吸引普羅大眾，

but the future is media customized for each person.

但是未來是為每一個人 量身打造媒體的時代。

As real-time measurement of media consumption

因為實時評估媒體消費

and automated media production becomes the norm,

和自動製作媒體內容會變成常態，

we will soon be consuming media tailored directly to our cravings

我們很快會利用心理學、 生物識別技術和人工智慧

using a blend of psychographics, biometrics and AI.

為我們的渴望量身打造媒體。

It's like personalized medicine based on our DNA.

它們就像是基於 我們 DNA 的個性化醫療。

I call it "biomedia."

我稱之為「生物媒體」。

I am currently testing the Limbic Lab in a pilot study

我正與（南加州大學的） Norman Lear Center 一起

對大腦邊緣實驗室進行前瞻研究，

with the Norman Lear Center,

which looks at the top 50 episodic television shows.

研究對象是排名前 50 的電視劇。

But I am grappling with an ethical dilemma.

但是我正掙扎於道德困境中。

If I design a tool that can be turned into a weapon,

如果設計的工具能被轉成武器，

should I build it?

我應該造嗎？

By open-sourcing the lab to encourage access and inclusivity,

開源的實驗室是為鼓勵使用和包容，

I also run the risk of enabling powerful governments

但我同樣冒著可能會讓

強勢政府和盈利企業

and profit-driven companies to appropriate the platform

私自佔用平台的風險，

for fake news, marketing or other forms of mass persuasion.

為的是捏造新聞、市場營銷

和其他形式的大規模的說服。

For me, therefore, it is critical to make my research

因此對我而言

使我的研究能像基改標籤那樣

as transparent to lay audiences as GMO labels.

對外行人全然透明至關重要。

However, this is not enough.

然而這還不夠。

As creative technologists,

作為技術創新者，

we have a responsibility

我們有責任

not only to reflect upon how present technology shapes our cultural values

不但反思現在的技術

如何塑造文化價值觀和社會行為，

and social behavior,

but also to actively challenge the trajectory of future technology.

也要主動挑戰未來科技的發展軌跡。

It is my hope that we make an ethical commitment

我希望我們做出道德承諾，

to harvesting the body's intelligence

獲取身體的信息

for the creation of authentic and just stories

是為了創造出真實和正義的故事，

that transform media and technology

將媒體和科技

from harmful weapons into narrative medicine.

從有害的武器轉變成敘事的良藥。

Thank you.

謝謝大家。

(Applause and cheers)

（掌聲和歡呼聲）