演讲MP3+双语文稿:我如何利用生物数据讲故事

00:00

00:00

MP3下载

https://online2.tingclass.net/lesson/shi0529/10000/10387/tedyp147.mp3

https://image.tingclass.net/statics/js/2012

听力课堂TED音频栏目主要包括TED演讲的音频MP3及中英双语文稿，供各位英语爱好者学习使用。本文主要内容为演讲MP3+双语文稿:我如何利用生物数据讲故事，希望你会喜欢！

【演讲者及介绍】Heidi Boisvert

Heidi Boisvert，艺术家和创意技术专家，她利用流行文化、新兴技术和神经科学的力量来点燃文化变革。

【演讲主题】我如何利用生物数据来讲述更好的故事——以及社会变化

【中英文字幕】

翻译者 Jingdan Niu 校对者 Wanting Zhong

00:13

For the past 15 years I've been trying tochange your mind. In my work I harness pop culture and emerging technology toshift cultural norms. I've made video games to promote human rights, I've madeanimations to raise awareness about unfair immigration laws and I've even madelocation-based augmented reality apps to change perceptions around homelessnesswell before Pokémon Go.

过去的 15 年间，我一直在尝试改变你们的想法。我的工作是利用流行文化和新兴技术来改变文化规范。我做过电子游戏来促进人权，做过动画片来提高关于不公平的移民法案的意识，以及做过基于定位的增强现实应用来改变对无家可归者的看法，比 Pokemon Go 早了不少。

00:41

(Laughter)

（笑声）

00:42

But then I began to wonder whether a gameor an app can really change attitudes and behaviors, and if so, can I measurethat change? What's the science behind that process? So I shifted my focus frommaking media and technology to measuring their neurobiological effects.

之后我开始琢磨，是否有游戏或者应用可以真的改变态度和行为，如果可以，我能否衡量这种改变？这个过程背后的科学依据是什么？所以我把我的工作重心从制作媒体和技术转移到了测量它们的神经生物学效应。

01:03

Here's what I discovered. The web, mobiledevices, virtual and augmented reality were rescripting our nervous systems.And they were literally changing the structure of our brain. The verytechnologies I had been using to positively influence hearts and minds wereactually eroding functions in the brain necessary for empathy and decision-making.In fact, our dependence upon the web and mobile devices might be taking overour cognitive and affective faculties, rendering us socially and emotionallyincompetent, and I felt complicit in this dehumanization.

这是我的发现。网络、移动设备、虚拟现实和增强现实技术在改写我们的神经系统。它们确实在改变我们大脑的结构。我曾经一直用来积极影响心灵和思想的技术，实际上正在逐渐侵蚀大脑中 对于同理心和决策力 不可或缺的功能。事实上，我们对网络 和移动设备的依赖 也许正在取代我们 的认知和情感能力，让我们的社交以及 情感功能变得低下，而我感觉我是这种 去人情化的帮凶。

01:43

I realized that before I could continuemaking media about social issues, I needed to reverse engineer the harmfuleffects of technology. To tackle this I asked myself, "How can I translatethe mechanisms of empathy, the cognitive, affective and motivational aspects,into an engine that simulates the narrative ingredients that move us to act?"To answer this, I had to build a machine.

我意识到在我能够继续制作关于社会话题的媒体之前，我需要把科技的不良影响反转过来。为了解决这个问题，我反问自己，“我如何才能把同理心的机理，它的认知、情感和动机方面的原理, 转化成模拟能促使我们行动的故事素材的引擎?”为了回答这个问题，我不得不造了台机器。

02:12

(Laughter)

（笑声）

02:14

I've been developing an open-sourcebiometric lab, an AI system which I call the Limbic Lab. The lab not onlycaptures the brain and body's unconscious response to media and technology butalso uses machine learning to adapt content based on these biologicalresponses.

我一直在开发一个开源的生物计量实验室，这是一个人工智能系统，我叫它大脑边缘实验室。实验室不仅能准确记录大脑和身体对媒体和技术的无意识反应，还能使用机器学习技术基于这些生物学反应来改写内容。

02:32

My goal is to find out what combination ofnarrative ingredients are the most appealing and galvanizing to specific targetaudiences to enable social justice, cultural and educational organizations tocreate more effective media.

我的目标就是找出哪些叙述成分的组合对特定的目标观众是最有吸引力 也最有激励性的，从而使社会正义、 文化和教育组织 能够制作出更有效的媒体内容。

02:47

The Limbic Lab consists of two components:a narrative engine and a media machine. While a subject is viewing orinteracting with media content, the narrative engine takes in and syncsreal-time data from brain waves, biophysical data like heart rate, blood flow,body temperature and muscle contraction, as well as eye-tracking and facialexpressions. Data is captured at key places where critical plot points,character interaction or unusual camera angles occur. Like the final scene in"Game of Thrones, Red Wedding," when shockingly, everybody dies.

大脑边缘实验室由两个部分组成：【注：边缘系统为负责情绪的脑区】一个叙事引擎和一个媒体机器。当一位被试者在观看或者和媒体内容互动时，叙事引擎会采集并同步实时数据，比如脑电波数据，包括心跳、血流量、体温、以及肌肉收缩 的生物物理学数据，以及眼动追踪和面部表情。数据在关键地方被准确记录，比如关键情节点、角色互动或者不寻常镜头角度发生的时候。比如在《权力的游戏之血色婚礼》的最后一幕，令人震惊地，每个人都死了。

03:26

(Laughter)

（笑声）

03:29

Survey data on that person's politicalbeliefs, along with their psychographic and demographic data, are integratedinto the system to gain a deeper understanding of the individual.

被试者的政治信仰的问卷数据，以及他们的心理及人口统计的调查数据，也整合在了系统里，以获取对个体更深层的了解。

03:40

Let me give you an example. Matchingpeople's TV preferences with their views on social justice issues reveals thatAmericans who rank immigration among their top three concerns are more likelyto be fans of "The Walking Dead," and they often watch for theadrenaline boost, which is measurable.

我给你们举个例子。将人们对电视节目的偏好与他们对社会公平事件的看法相匹配，揭示了将移民列为他们最关心问题前三的美国人，更可能是《行尸走肉》的粉丝，并且他们经常为了肾上腺素的刺激收看节目，这也是可以测量的。

04:01

A person's biological signature and theirsurvey response combines into a database to create their unique media imprint.Then our predictive model finds patterns between media imprints and tells mewhich narrative ingredients are more likely to lead to engagement in altruisticbehavior rather than distress and apathy. The more imprints added to thedatabase across mediums from episodic television to games, the better thepredictive models become. In short, I am mapping the first media genome.

一个人的生物学信号和他们的问卷回复组成了一个创造他们独一无二媒体印记的数据库。然后我们的预测模型会寻找媒体印记之间的规律，告诉我哪些叙事成分更有可能引起利他行为，而不是痛苦和冷漠。从电视剧到游戏，越多媒体印记加入到数据库中，预测模型就变得越好。总之，我正在绘制第一个媒体基因组。

04:36

(Applause and cheers)

（鼓掌欢呼）

04:44

Whereas the human genome identifies allgenes involved in sequencing human DNA, the growing database of media imprintswill eventually allow me to determine the media DNA for a specific person.

人类基因组确定了所有与人类 DNA 序列相关的基因，而不断增长的媒体印记数据库将最终帮助我 确定一个特定的人 的媒体 DNA。

04:58

Already the Limbic Lab's narrative enginehelps content creators refine their storytelling, so that it resonates with theirtarget audiences on an individual level.

大脑边缘实验室的叙事引擎能帮助内容创作者完善他们讲故事的方式，使其能在个体层面上与目标观众产生共鸣。

05:11

The Limbic Lab's other component, the mediamachine, will assess how media elicits an emotional and physiological response,then pulls scenes from a content library targeted to person-specific media DNA.

大脑边缘实验室的另外一部分，媒体机器，将会评估媒体如何引起观众感情和生理上的反应，并从内容库中提取出针对特定个人媒体 DNA 的内容。

05:26

Applying artificial intelligence tobiometric data creates a truly personalized experience. One that adapts contentbased on real-time unconscious responses. Imagine if nonprofits and mediamakers were able to measure how audiences feel as they experience it and altercontent on the fly. I believe this is the future of media.

针对生物特征数据使用人工智能 能够创造真正个性化的体验。这种体验能基于实时的 无意识反应而对内容进行调整。想象一下，如果非盈利组织 和媒体制作者能在观众体验内容 的同时测量他们的感受，并且动态调整内容会怎样。我相信这是媒体的未来。

05:53

To date, most media and social-changestrategies have attempted to appeal to mass audiences, but the future is mediacustomized for each person. As real-time measurement of media consumption andautomated media production becomes the norm, we will soon be consuming mediatailored directly to our cravings using a blend of psychographics, biometricsand AI. It's like personalized medicine based on our DNA. I call it"biomedia."

迄今，大部分媒体和社会变革战略 已经尝试过吸引普罗大众，但是未来是媒体 为每一个人定制的时代。因为媒体消费的实时评估 和自动媒体制作会变成常态，很快，我们将会消费到利用 心理学、生物识别技术和人工智能 为我们的欲望量身定制的媒体。它们就像是基于我们 DNA 的个性化医疗。我称它为“生物媒体”。

06:25

I am currently testing the Limbic Lab in apilot study with the Norman Lear Center, which looks at the top 50 episodictelevision shows. But I am grappling with an ethical dilemma. If I design atool that can be turned into a weapon, should I build it? By open-sourcing thelab to encourage access and inclusivity, I also run the risk of enablingpowerful governments and profit-driven companies to appropriate the platformfor fake news, marketing or other forms of mass persuasion. For me, therefore,it is critical to make my research as transparent to lay audiences as GMOlabels. However, this is not enough. As creative technologists, we have aresponsibility not only to reflect upon how present technology shapes ourcultural values and social behavior, but also to actively challenge thetrajectory of future technology. It is my hope that we make an ethicalcommitment to harvesting the body's intelligence for the creation of authenticand just stories that transform media and technology from harmful weapons intonarrative medicine.

我现在正在与诺曼·李尔中心一起【注：USC 的公共政策研究所】对大脑边缘实验室进行前导研究，研究对象是排名前 50 的电视剧。但是我正在和道德困境作斗争。如果我设计的工具能够被变成武器，我应该把它造出来吗？实验室的开源 是为了鼓励使用和包容，但我同样冒着可能会让 强势政府和盈利企业 为了捏造新闻、市场营销 和其它形式的大范围劝导 而私自占用平台的风险。因此，对我来说，使我的研究 能够像转基因标签那样 对外行透明是非常重要的。然而，这还不够。作为创新技术人员，我们有责任不但要反思现在的技术如何塑造了我们的文化价值观和社会行为，同样也要主动挑战未来科技的发展轨迹。我的希望是做出道德上的承诺，我们获取身体信息，是为了创造出真实和正义的故事，将媒体和科技从有害的武器转变成叙事的良药。

07:42

Thank you.

谢谢大家。

07:44

(Applause and cheers)

（鼓掌欢呼）