What happens when media technologies are able to interpret our feelings, emotions, moods, and intentions? In this cutting edge new book, Andrew McStay explores that very question and argues that these abilities result in a form of technological empathy. Offering a balanced and incisive overview of the issues raised by ‘Emotional AI’, this book: • Provides a clear account of the social benefits and drawbacks of new media trends and technologies such as emoji, wearables and chatbots • Demonstrates through empirical research how ‘empathic media’ have been developed and introduced both by start-ups and global tech corporations such as Facebook • Helps readers understand the potential implications on everyday life and social relations through examples such as video-gaming, facial coding, virtual reality and cities • Calls for a more critical approach to the rollout of emotional AI in public and private spheres Combining established theory with original analysis, this book will change the way students view, use and interact with new technologies. It should be required reading for students and researchers in media, communications, the social sciences and beyond.
Chapter 8: Advertising, Retail and Creativity: Capturing the Flâneur
Advertising, Retail and Creativity: Capturing the Flâneur
To influence people, the advertising industry needs to know what people think, see, feel and do. Along with gauging habits, histories, preferences and group affiliations, this involves understanding when people are most open to engagement by brands, the nature of attention, what captures it, what maintains focus and engagement, and which semiotic and biological factors elicit positive emotional reactivity. Data about emotions may also feed automated creative processes in advertising.
I begin by introducing critiques from a diverse range of sociologists, philosophers, theorists and commentators who have noted an increase of interest in bodies and emotions by the advertising industry. The chapter then explores these criticisms in reference to insights from interviews ...