For the past 15 years I've been trying to change your mind.

在过去的 15 年里我一直在试图改变你的想法。
In my work I harness pop culture and emerging technology
在我的工作中，我利用流行文化和新兴技术
to shift cultural norms.
去改变文化规范。
I've made video games to promote human rights,
我制作电子游戏是为了促进人权，
I've made animations to raise awareness about unfair immigration laws
我制作了动画来提高人们对不公平移民法的认识
and I've even made location-based augmented reality apps
我甚至制作了基于位置的增强现实应用
to change perceptions around homelessness
改变人们对无家可归的看法
well before Pokémon Go.
早在 Pok é mon Go 之前。
(Laughter)
（笑声）
But then I began to wonder whether a game or an app
但后来我开始怀疑是游戏还是应用程序
can really change attitudes and behaviors,
会改变人们的态度和行为，
and if so, can I measure that change?
如果是这样，我能测量这种变化吗？
What's the science behind that process?
这个过程背后的科学是什么？
So I shifted my focus from making media and technology
所以我把重点从媒体和科技
to measuring their neurobiological effects.
去测量它们的神经生物学效应。
Here's what I discovered.
这是我发现的。
The web, mobile devices, virtual and augmented reality
网络、移动设备、虚拟和增强现实
were rescripting our nervous systems.
会损伤我们的神经系统。
And they were literally changing the structure of our brain.
它们确实改变了我们大脑的结构。
The very technologies I had been using to positively influence hearts and minds
我用来积极影响人心的技术
were actually eroding functions in the brain necessary for empathy
实际上是在侵蚀同理心所必需的大脑功能
and decision-making.
以及决策。
In fact, our dependence upon the web and mobile devices
实际上，我们对网络和移动设备的依赖
might be taking over our cognitive and affective faculties,
可能会接管我们的认知和情感能力，
rendering us socially and emotionally incompetent,
使我们在社交和情感上变得无能，
and I felt complicit in this dehumanization.
我觉得自己是这种非人化的帮凶。
I realized that before I could continue making media about social issues,
我意识到在我继续制作关于社会问题的媒体之前，
I needed to reverse engineer the harmful effects of technology.
我需要逆向工程技术的有害影响。
To tackle this I asked myself,
为了解决这个问题，我问自己，
"How can I translate the mechanisms of empathy,
"我如何翻译移情机制，
the cognitive, affective and motivational aspects,
认知、情感和动机方面，
into an engine that simulates the narrative ingredients
变成一个模拟叙事元素的引擎
that move us to act?"
这会促使我们采取行动吗？"
To answer this, I had to build a machine.
为了回答这个问题，我不得不建造一台机器。
(Laughter)
（笑声）
I've been developing an open-source biometric lab,
我在开发一个开源生物特征实验室，
an AI system which I call the Limbic Lab.
一个我称之为边缘实验室的人工智能系统。
The lab not only captures
实验室不仅捕获了
the brain and body's unconscious response to media and technology
大脑和身体对媒体和技术的无意识反应
but also uses machine learning to adapt content
而且还使用机器学习来调整内容
based on these biological responses.
基于这些生物反应。
My goal is to find out what combination of narrative ingredients
我的目标是找出叙事元素的组合
are the most appealing and galvanizing
是最吸引人和最刺激的
to specific target audiences
针对特定的目标受众
to enable social justice, cultural and educational organizations
使社会正义、文化和教育组织
to create more effective media.
创造更有效的媒体。
The Limbic Lab consists of two components:
边缘实验室由两部分组成：
a narrative engine and a media machine.
叙事引擎和媒体机器。
While a subject is viewing or interacting with media content,
当对象正在观看媒体内容或与媒体内容交互时，
the narrative engine takes in and syncs real-time data from brain waves,
叙事引擎接收并同步来自脑电波的实时数据，
biophysical data like heart rate, blood flow, body temperature
如心率、血流量、体温等生物物理数据
and muscle contraction,
以及肌肉收缩，
as well as eye-tracking and facial expressions.
以及眼睛追踪和面部表情。
Data is captured at key places where critical plot points,
在关键绘图点的关键位置处捕获数据，
character interaction or unusual camera angles occur.
发生字符交互或异常摄像机角度。
Like the final scene in "Game of Thrones, Red Wedding,"
就像《权力的游戏，红色婚礼》的最后一幕，
when shockingly,
令人震惊的是，
everybody dies.
所有人都会死。
(Laughter)
（笑声）
Survey data on that person's political beliefs,
关于此人政治信仰的调查数据，
along with their psychographic and demographic data,
以及他们的心理和人口数据，
are integrated into the system
已整合到系统中
to gain a deeper understanding of the individual.
加深对个体的理解。
Let me give you an example.
让我给你举个例子。
Matching people's TV preferences with their views on social justice issues
将人们的电视偏好与他们对社会正义问题的看法相匹配
reveals that Americans who rank immigration among their top three concerns
揭示出移民是美国人最关心的三大问题之一
are more likely to be fans of "The Walking Dead,"
更有可能是《行尸走肉》的粉丝
and they often watch for the adrenaline boost,
他们经常观察肾上腺素的增加，
which is measurable.
是可以测量的。
A person's biological signature and their survey response
一个人的生物特征和他们的调查反应
combines into a database to create their unique media imprint.
组合到数据库中以创建其独特的媒体印记。
Then our predictive model finds patterns between media imprints
然后我们的预测模型发现媒体印记之间的模式
and tells me which narrative ingredients
告诉我哪种叙事成分
are more likely to lead to engagement in altruistic behavior
更有可能导致参与利他行为
rather than distress and apathy.
而不是痛苦和冷漠。
The more imprints added to the database
数据库中添加的印记越多
across mediums from episodic television to games,
从电视到游戏的各种媒介，
the better the predictive models become.
预测模型变得越好。
In short, I am mapping the first media genome.
总之，我正在绘制第一个媒体基因组图。
(Applause and cheers)
（掌声和欢呼声）
Whereas the human genome identifies all genes involved
而人类基因组识别所有与之相关的基因
in sequencing human DNA,
在测序人类 DNA 时，
the growing database of media imprints will eventually allow me
不断增长的媒体印记数据库最终会让我
to determine the media DNA for a specific person.
以确定特定人的培养基 DNA。
Already the Limbic Lab's narrative engine
已经是边缘实验室的叙事引擎
helps content creators refine their storytelling,
帮助内容创建者改进他们的故事讲述，
so that it resonates with their target audiences on an individual level.
从而在个人层面上与目标受众产生共鸣。
The Limbic Lab's other component,
边缘实验室的其他部分，
the media machine,
媒体机，
will assess how media elicits an emotional and physiological response,
会评估媒体如何引发情感和生理反应，
then pulls scenes from a content library
然后从内容库中提取场景
targeted to person-specific media DNA.
针对人特异性介质 DNA。
Applying artificial intelligence to biometric data
将人工智能应用于生物统计数据
creates a truly personalized experience.
创造真正个性化的体验。
One that adapts content based on real-time unconscious responses.
基于实时无意识响应来调整内容的人。
Imagine if nonprofits and media makers were able to measure how audiences feel
想象一下如果非营利组织和媒体制作人能够衡量观众的感受
as they experience it
就像他们经历的那样
and alter content on the fly.
并在运行中更改内容。
I believe this is the future of media.
我相信这就是媒体的未来。
To date, most media and social-change strategies
迄今为止，大多数媒体和社会变革策略
have attempted to appeal to mass audiences,
试图吸引更多的观众，
but the future is media customized for each person.
但未来是为每个人量身定制的媒体。
As real-time measurement of media consumption
作为媒体消费的实时测量
and automated media production becomes the norm,
自动媒体制作成为常态，
we will soon be consuming media tailored directly to our cravings
我们很快就会消费直接为我们的欲望量身定做的媒体
using a blend of psychographics, biometrics and AI.
结合了心理学，生物统计学和人工智能。
It's like personalized medicine based on our DNA.
就像基于我们 DNA 的个性化医学。
I call it "biomedia."
我叫它"生物介质"。
I am currently testing the Limbic Lab in a pilot study
我正在测试 Limbic 实验室的一项初步研究
with the Norman Lear Center,
在诺曼·李尔中心，
which looks at the top 50 episodic television shows.
它观看了前 50 名的情景剧。
But I am grappling with an ethical dilemma.
但我正面临一个道德困境。
If I design a tool that can be turned into a weapon,
如果我设计一个可以变成武器的工具，
should I build it?
我应该建造它吗？
By open-sourcing the lab to encourage access and inclusivity,
通过开放实验室资源以鼓励准入和包容性，
I also run the risk of enabling powerful governments
我也冒着让强大的政府
and profit-driven companies to appropriate the platform
以盈利为动力的公司利用这一平台
for fake news, marketing or other forms of mass persuasion.
假新闻、营销或其他形式的大众劝说。
For me, therefore, it is critical to make my research
因此，对我来说，重要的是我的研究
as transparent to lay audiences as GMO labels.
与 GMO 标签一样对受众透明。
However, this is not enough.
然而，这是不够的。
As creative technologists,
作为有创意的技术专家，
we have a responsibility
我们有责任
not only to reflect upon how present technology shapes our cultural values
不仅是为了反思当前的科技如何塑造我们的文化价值观
and social behavior,
以及社交行为，
but also to actively challenge the trajectory of future technology.
同时也积极挑战未来技术的发展轨迹。
It is my hope that we make an ethical commitment
我希望我们能做出道德承诺
to harvesting the body's intelligence
为了获取身体的智慧
for the creation of authentic and just stories
为了创造真实而公正的故事
that transform media and technology
它改变了媒体和技术
from harmful weapons into narrative medicine.
从有害武器到叙事医学。
Thank you.
谢谢你。
(Applause and cheers)
（掌声和欢呼声）