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The Media Equation
The Media Equation is a general communication theory that claims that people tend to treat computers and other media as if they were either real people or real places. The effects of this phenomenon on people experiencing these media are often profound, leading them to behave and to respond to these experiences in unexpected ways, most of which they are completely unaware.〔Reeves and Nass, 1996〕
Originally based on the research of Clifford Nass and (Byron Reeves ) at Stanford University, the theory explains that people tend to respond to media as they would either to another person (by being polite, cooperative, attributing personality characteristics such as aggressiveness, humor, expertise, and even gender) – or to places and phenomena in the physical world – depending on the cues they receive from the media. Numerous studies that have evolved from the research in psychology, social science and other fields indicate that this type of reaction is automatic, unavoidable, and happens more often than people realize. Reeves and Nass (1996) argue that, “Individuals’ interactions with computers, television, and new media are fundamentally social and natural, just like interactions in real life,” (p. 5).
==The Media Equation Test (1996)==
Reeves and Nass established two rules before the test- when a computer asks a user about itself, the user will give more positive responses than when a different computer asks the same questions. They expected people to be less variable with their responses when they took a test and then answered a questionnaire on the same computer. They wanted to see that computers, although not human, can implement social responses. The independent variable was the computer (there are 2 in the test), and the dependent variable was the evaluation responses. The control was a pen-and-paper questionnaire.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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