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Affect and the machine gaze

In class yesterday, one of our grad students sparked a discussion of affect as it relates to video games.  One point that we didn’t get to explore is that from a marketing perspective, the video game industry is deeply interested in affect (as is any business that involves selling something in just unimaginable quantities).

For instance, this piece by Clive Thompson at Wired describes the employment of a psychologist at Bungie during the production of Halo 3, for the purpose of altering design based on observation of test users.

Even more interesting, and perhaps of increasing relevance as our class continues, is this NY Times article my wife passed along to me.  It describes a confluence of the current state of high-res web-connected cameras and software that recognizes and differentiates between emotional states with remarkable accuracy.

The company that created the emotion measurement software is called Affectiva, which I find both hilarious and ominous.  (Sounds more like a prescription drug.  “For emotions lasting longer than four hours, contact your doctor immediately.”) Their web site is here.

(PS: Also cross-posting this to our class blog.)

David Baker

Classroom Technology Specialist at the University of Oregon