Wired for Speech: a tool for reinforcing stereotypes?

Dr. Moira Gunn’s interview with Dr. Clifford Nass of Stanford University discusses a decade of research Nass has done on the role of the voice in human-computer relationships. In addition to work that recognizes the differential response our brain exhibits to sounds presented to either the right or left ear, Nass’ research demonstrates that our brains detect (and in fact, are even tuned to detect) individual differences in gender, aging, geography, and culture. Furthermore, his research demonstrates that we apply the same rules to speech that is computer-generated as we do human voice characteristics, regardless of how unrealistic.

Essentially, Nass’ research suggests that our brains are tuned to detect and classify differences in voices, and in spite of our verbally professed beliefs, this categorization shapes our subsequent responses and interactions. Furthermore, when voices mismatch our visuals – thus violating our norms and expectations – people react negatively, and evaluate the individual as untrustworthy, unreliable, and less intelligent.

In some way Nass’ research tends to reinforce and even propagate gender and cultural stereotypes. In discussing the design of computer interfaces in automobiles, Nass notes that in Germany, males reacted negatively to computer-generated navigational commands from a female voice, forcing a recall of the systems and a correction of the devices to conform to cultural expectations. In contrast, he points out that the Japanese have been found to positively respond to male voices in sales situations, but female voices in providing information. Nass indicates that this cultural information is an important consideration for designers of emerging technologies.

In another interview, Dr. Gili Drori discusses emerging elites that are created from emerging technologies and their impact on our world. In addition to the digital divide in access and use of digital technologies, there are innovation divides as well as social divides – that is, barriers to technology that are based upon social markers such as gender, race, income, education, and culture. These divides shape our identity, our communities, and our society.

But what are the implications for replicating and reproducing these cultural differences when our world is striving to become more global, more egalitarian, and more open to differences? Shouldn’t we be interested in investing in technology that can produce more beneficial outcomes for our society in the long run, versus conforming to existing cultural stereotypes? For example, why not work on helping our brains to ‘rewire’ to be better able to expect authoritative information from young females, or nurturing messages from men? What kind of research tells us how we can change stereotypes through cultural/media immersion?

In fact, the Kozmetsky Global Collaboratory project focuses on re-shaping in order to discourage cultural disadvantages, including new technologies that bring information to non-literate people. It would be wonderful to see work developed that attempts to do the same with gender disadvantages.

Further examination of the “Wired for Speech” book indicates that Nass indeed recognizes this issue. In studying gender stereotyping of voices, Nass recommends developing educational software that includes voices that counter expectations, in order to reshape young minds and gender expectations. Additional influences could be introduced through video gaming interfaces, providing both voice and visual examples that expand our exposure to non-traditional demonstrations of gender.

Nass closes his chapter on gender stereotyping with this statement that echoes my concern:

On the one hand, conforming to stereotypes seems to create more natural and effective interfaces – doing so simply acknowledges and leverages users’ expectations. But at the same time, mindlessly designing interfaces to conform to every stereotype is often unjustified and even detrimental to society at large (Nass, 2005, p. 31).

Our call, then, is to recognize that while our brains may indeed be “wired for speech,” this genetic wiring is not a fixed state. In fact, research has shown that our brains are remarkably plastic and adaptable, and our evolutionary processes (while slow) do make biological changes that reflect changing environment needs and states. As designers and shapers of emerging technologies, we must ensure that our designs are socially responsible and serve to shape desired directions in our cultural evolution, and not simply reflect and reinforce existing states. This provides exciting opportunities for socially beneficial uses of the research and knowledge we have compiled in this last 50 years.

References
Drori, Gili. (2006). The Global Digital Divide. TechNation interview with Dr. Moira Gunn. January 24, 2006.
Nass, Clifford. (2006). Wired for Speech. TechNation interview with Dr. Moira Gunn. January 31, 2006.
Nass, Clifford and Brave, Scott. (2005). Wired for Speech: How voice activates and advances the human-computer relationship. Cambridge, MA: The MIT Press.