How I'm using biological data to tell better stories -- and spark social change
-
0:01 - 0:05For the past 15 years I've been trying
to change your mind. -
0:06 - 0:10In my work I harness pop culture
and emerging technology -
0:10 - 0:11to shift cultural norms.
-
0:12 - 0:16I've made video games
to promote human rights, -
0:16 - 0:21I've made animations to raise awareness
about unfair immigration laws -
0:21 - 0:25and I've even made location-based
augmented reality apps -
0:25 - 0:28to change perceptions around homelessness
-
0:28 - 0:29well before Pokémon Go.
-
0:30 - 0:31(Laughter)
-
0:31 - 0:35But then I began to wonder
whether a game or an app -
0:35 - 0:37can really change attitudes and behaviors,
-
0:37 - 0:40and if so, can I measure that change?
-
0:40 - 0:43What's the science behind that process?
-
0:43 - 0:47So I shifted my focus
from making media and technology -
0:47 - 0:50to measuring their
neurobiological effects. -
0:51 - 0:53Here's what I discovered.
-
0:53 - 0:57The web, mobile devices,
virtual and augmented reality -
0:57 - 1:00were rescripting our nervous systems.
-
1:00 - 1:03And they were literally changing
the structure of our brain. -
1:04 - 1:09The very technologies I had been using
to positively influence hearts and minds -
1:09 - 1:13were actually eroding functions
in the brain necessary for empathy -
1:13 - 1:15and decision-making.
-
1:15 - 1:19In fact, our dependence
upon the web and mobile devices -
1:19 - 1:23might be taking over
our cognitive and affective faculties, -
1:23 - 1:27rendering us socially
and emotionally incompetent, -
1:27 - 1:30and I felt complicit
in this dehumanization. -
1:31 - 1:36I realized that before I could continue
making media about social issues, -
1:36 - 1:40I needed to reverse engineer
the harmful effects of technology. -
1:41 - 1:44To tackle this I asked myself,
-
1:44 - 1:47"How can I translate
the mechanisms of empathy, -
1:47 - 1:51the cognitive, affective
and motivational aspects, -
1:51 - 1:54into an engine that simulates
the narrative ingredients -
1:54 - 1:55that move us to act?"
-
1:57 - 2:01To answer this, I had to build a machine.
-
2:01 - 2:02(Laughter)
-
2:02 - 2:05I've been developing
an open-source biometric lab, -
2:05 - 2:09an AI system which I call the Limbic Lab.
-
2:09 - 2:10The lab not only captures
-
2:10 - 2:14the brain and body's unconscious response
to media and technology -
2:14 - 2:17but also uses machine learning
to adapt content -
2:17 - 2:20based on these biological responses.
-
2:21 - 2:24My goal is to find out what combination
of narrative ingredients -
2:24 - 2:26are the most appealing and galvanizing
-
2:26 - 2:28to specific target audiences
-
2:28 - 2:33to enable social justice, cultural
and educational organizations -
2:33 - 2:36to create more effective media.
-
2:36 - 2:39The Limbic Lab consists of two components:
-
2:39 - 2:41a narrative engine and a media machine.
-
2:42 - 2:47While a subject is viewing
or interacting with media content, -
2:47 - 2:51the narrative engine takes in and syncs
real-time data from brain waves, -
2:51 - 2:54biophysical data like heart rate,
blood flow, body temperature -
2:54 - 2:56and muscle contraction,
-
2:56 - 2:59as well as eye-tracking
and facial expressions. -
3:00 - 3:04Data is captured at key places
where critical plot points, -
3:04 - 3:07character interaction
or unusual camera angles occur. -
3:08 - 3:11Like the final scene
in "Game of Thrones, Red Wedding," -
3:11 - 3:13when shockingly,
-
3:13 - 3:15everybody dies.
-
3:15 - 3:16(Laughter)
-
3:17 - 3:20Survey data on that
person's political beliefs, -
3:20 - 3:23along with their psychographic
and demographic data, -
3:23 - 3:25are integrated into the system
-
3:25 - 3:28to gain a deeper understanding
of the individual. -
3:29 - 3:30Let me give you an example.
-
3:32 - 3:37Matching people's TV preferences
with their views on social justice issues -
3:37 - 3:41reveals that Americans who rank
immigration among their top three concerns -
3:41 - 3:44are more likely to be fans
of "The Walking Dead," -
3:45 - 3:48and they often watch
for the adrenaline boost, -
3:48 - 3:49which is measurable.
-
3:50 - 3:54A person's biological signature
and their survey response -
3:54 - 3:59combines into a database
to create their unique media imprint. -
3:59 - 4:03Then our predictive model
finds patterns between media imprints -
4:03 - 4:05and tells me which narrative ingredients
-
4:05 - 4:09are more likely to lead
to engagement in altruistic behavior -
4:09 - 4:11rather than distress and apathy.
-
4:11 - 4:14The more imprints added to the database
-
4:14 - 4:17across mediums from episodic
television to games, -
4:17 - 4:19the better the predictive models become.
-
4:20 - 4:24In short, I am mapping
the first media genome. -
4:24 - 4:28(Applause and cheers)
-
4:32 - 4:35Whereas the human genome
identifies all genes involved -
4:35 - 4:37in sequencing human DNA,
-
4:38 - 4:41the growing database of media imprints
will eventually allow me -
4:41 - 4:45to determine the media DNA
for a specific person. -
4:46 - 4:49Already the Limbic Lab's narrative engine
-
4:50 - 4:53helps content creators
refine their storytelling, -
4:53 - 4:57so that it resonates with their target
audiences on an individual level. -
4:59 - 5:01The Limbic Lab's other component,
-
5:01 - 5:03the media machine,
-
5:03 - 5:08will assess how media elicits
an emotional and physiological response, -
5:08 - 5:10then pulls scenes from a content library
-
5:10 - 5:13targeted to person-specific media DNA.
-
5:14 - 5:18Applying artificial intelligence
to biometric data -
5:18 - 5:21creates a truly personalized experience.
-
5:21 - 5:26One that adapts content based
on real-time unconscious responses. -
5:27 - 5:33Imagine if nonprofits and media makers
were able to measure how audiences feel -
5:33 - 5:35as they experience it
-
5:35 - 5:37and alter content on the fly.
-
5:37 - 5:40I believe this is the future of media.
-
5:41 - 5:44To date, most media
and social-change strategies -
5:44 - 5:47have attempted to appeal
to mass audiences, -
5:47 - 5:50but the future is media
customized for each person. -
5:51 - 5:54As real-time measurement
of media consumption -
5:54 - 5:57and automated media production
becomes the norm, -
5:57 - 6:01we will soon be consuming media
tailored directly to our cravings -
6:01 - 6:05using a blend of psychographics,
biometrics and AI. -
6:06 - 6:10It's like personalized medicine
based on our DNA. -
6:10 - 6:12I call it "biomedia."
-
6:13 - 6:16I am currently testing
the Limbic Lab in a pilot study -
6:16 - 6:18with the Norman Lear Center,
-
6:18 - 6:22which looks at the top 50
episodic television shows. -
6:22 - 6:25But I am grappling
with an ethical dilemma. -
6:25 - 6:29If I design a tool
that can be turned into a weapon, -
6:29 - 6:30should I build it?
-
6:32 - 6:35By open-sourcing the lab
to encourage access and inclusivity, -
6:35 - 6:39I also run the risk
of enabling powerful governments -
6:39 - 6:42and profit-driven companies
to appropriate the platform -
6:42 - 6:46for fake news, marketing
or other forms of mass persuasion. -
6:47 - 6:51For me, therefore,
it is critical to make my research -
6:51 - 6:54as transparent to
lay audiences as GMO labels. -
6:55 - 6:58However, this is not enough.
-
6:59 - 7:01As creative technologists,
-
7:01 - 7:03we have a responsibility
-
7:03 - 7:08not only to reflect upon how present
technology shapes our cultural values -
7:08 - 7:10and social behavior,
-
7:10 - 7:15but also to actively challenge
the trajectory of future technology. -
7:15 - 7:19It is my hope that we make
an ethical commitment -
7:19 - 7:21to harvesting the body's intelligence
-
7:21 - 7:25for the creation of authentic
and just stories -
7:25 - 7:27that transform media and technology
-
7:27 - 7:31from harmful weapons
into narrative medicine. -
7:31 - 7:32Thank you.
-
7:32 - 7:34(Applause and cheers)
- Title:
- How I'm using biological data to tell better stories -- and spark social change
- Speaker:
- Heidi Boisvert
- Description:
-
What kinds of stories move us to act? To answer this question, creative technologist Heidi Boisvert is measuring how people's brains and bodies unconsciously respond to different media. She shows how she's using this data to determine the specific narrative ingredients that inspire empathy and justice -- and spark large-scale social change.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 07:49