Transcripts For DW Science 20240704

Queen in latin america starts august 18th on d. W. Who has never played the a motion card to gain an advantage or when someone over joy, fear, anger, surprise, our main emotions are powerful, weapons of persuasion and manipulation, emotion shape are mental abilities and or Decision Making, occasionally causing us to lose all sense of reason. From neural marketing, to fake news and surveillance. Tracking emotions as part of our modern societies and emotions have become a major commodity for retailers. Industrialists and political leaders, a like decipher, sometimes fabricated and distilled for better for, for work. We are home manipulated by our emotions. The the hello everyone. Thanks for coming. When it comes to using a motions to manipulate, we have to go back to basics. The brain has a rational part of it, which calculates like a computer while another part handles in motion, so it makes decisions more spontaneous way. So if you want to manipulate someone using a motion to compel, if you 1st need to offer well in the calculating part is shown to calculate during the performance. Emotions are the chief allies of mental is like 5. Yeah. Only got to play on peoples perceptions as he demonstrates expertly here, left out to the kid. Ill try a little test for to be as honest as possible. Think im a 3 digit number. What she said, shouted out loudly and spontaneously anymore. For kind of work on their emotions, i give a broad scope, i think of a 3 digit number go. They start to think of a number. Its in right away. As i impose the restriction with 3 numbers, need to be the same and odd emotionally. Its powerful, but it breaks the process. Tell me on the count of 312333. Thank you very much for your side yet. Knowing isnt it . I just said 3, the brain has to decide quickly, emotionally. Its panicking, even grabs onto whatever it just heard. 3 triples it, the, this kind of trick guides are decisions under pressure. Our brain is forced to make a quick choice. This little manipulation is one of the basic techniques of magic. The emotions arent just used for manipulation and magic shows. We all use them to communicate and get what we want. Theyre also a weapon of persuade and one we often use unconsciously from an early age to get attention or comfort. Ready later, we use their power to exert our influence over others. Please take his place. Researchers and experimental psychology have shown that emotions can be used to completely disconcert someone in just a few minutes. Just the basic test will assess your cognitive abilities. Anyone can do it for the district and it was designed for 10 year old children. Several candidates are asked to complete a puzzle. The 3 part test is to be completed as quickly as possible. But its rick the candidates on the right of the screen will easily solve the puzzle because the test theyve been given is very easy. Meanwhile the candidates on the left have been given in on solvable task. The congratulations you passed. Its frustrating. You werent able to do it the didnt manage, but you can make up board with this 2nd exercise. Got the scenario repeats itself. The same candidates are successful. Well, for those be manipulated stress levels are cranked up a notch. Its impossible. You cant do it. No, the for psychologists bouncer my lives on ski. The reactions are entirely predictable. C so could exist if explain what this experiment shows is known as learned helplessness. If you actually learn the feeling of failure diminishing, sorry, 8, so good. And in a situation like this, just for the feelings of shame, or even real anger towards yourself, can become very strong. Now this women, all these emotions crazy stress to some feeling of helplessness says over you dont understand if youre not going to be able to do it and then it, the stress levels increase. Youve left for the plan, you become locked in a vicious circle as a failure securities through the district. I just go ahead the, the last part is no longer rig. Both sides get the same easy test the, the previous winners are flying, while the others are still fearful of failure. Cause and trace of will stuff the and ill tell you what just happened because the 1st 2 tests were impossible. He got fed up as soon as i see the, the experiment full, the candidates. So you can watch something new. Youve seen how in less than 5 minutes, you can begin to feel stupid and lose your self confidence because youre overwhelmed by your emotion until i was feeling a little confused. So like you said, a little stupid, you actually become resigned. Left with frustration to the helplessness of song and total loss of confidence. In many a lucky source i learned helpless fitness as a kind of a rapid onset of depression or you instead of doing what you have to do is just stress. And thats the times as you did, and you slipped into a sort of compression, making it almost impossible to do 2 plus to receive the fail due from many burnout develops in a very, very short period of time. Because i cool city for whoever succeeds the process is the exact opposite of this, so self confidence increase, etc. Along with concentration and powers of memorization, email which are important maintain exercises like these to see if its a general feeling of assurance, gross fuel and confidence, and more success, a damage to the success. This experiment was 1st conducted in the seventys underestimates in our daily lives. When we have unattainable goals or are constantly being bullied, say at school or at work. These emotions become very familiar with the people. But we usually have a grip on our emotions in the pitch moment. Still, they control our brains and influence our every choice. In geneva, professor david saying there is director of the swift center for effective sciences. He studies the role and motions play in Decision Making. About posing this when making choices . Yeah, 2 types of emotions influence our decisions and yes, integral emotions and to begin to dental emotionlessly. Dont fully, integrity, emotions are often useful and beneficial to Decision Making. You had been, well, incidental emotions are the ones to be wary. I was in, was struggling for this mission, the imagining. Imagine having to choose between 2 great, great. This is in a store called certainly the smell both present. And it would be logical to use your sensory emotion with some growth of pleasure. You feel, for example, to choose between the 2 adults as integral emotions. Im thinking that the, some emotions are useful and causative for Decision Making. While others are more damaging, leaving us with us against the dental emotions, on the other hand, should always be avoided. So for example, with some of the emotion you feel because a certain music is playing in the store or because of the assistance smile, so he is on the decision was although they impact your decision points to address those emotions for distract from the choices affected. So you need to be aware of those emotions, like whats mission be where indeed, because the small Decision Making flaws are constantly being exploited in our daily lives. Stores brands and sales people are armed with a battery of techniques to influence us and make us consume more and more. In recent years, emotions have become a valued commodity. A new discipline has emerged known as neural marketing. That links neuroscience and marketing or marketing is a field that has been around for about 1015 years. It is very popular and widely used by most major brands. B. D. A is that. When you understand the consumer from an emotional perspective, youre able to cater to them better at the end of the day, what is really important for people to know is that you dont always behave the way you say youre going to behave. You act on the way you feel diana lou katya as a director of a company that specializes in neural marketing and follows the emotions of customers and real time as they shop at a high tech store in montreal. Of the so were here in a typical retail environment where many products are competing for your attention. You see areas with very popular items that you may recognize. Areas that have sale going on and different promotions. All of these things are designed to capture your emotions and to make sure that they keep you in here for as long as possible. So its going to be pretty interesting to see what triggers and emotion with people as they go shopping. Today were, were going to be doing is trying to understand how you feel about the shopping environment and whats going to grab your attention. And so over here, ferdinand is going to be tracking and recording your emotional state via an e g headset. So this just record sabrina activity at the surface of your brain and it gives us an indication to let us know how you feel about different products around you that youre going to see in the store. This is an electro instep, a la gram headset. It measures electrical activity in the outer parts of the brain, the small sensors on this go measure neuron activity and provide simple information about the type of emotions that play joy and surprise, or conversely, fear and stress. In addition to the core emotions such as fear and joy, were measuring more sophisticated emotions, such as motivation and cognitive load and others that are tied directly to behavior. Every move and thought the young woman makes is carefully monitor. After browsing a few departments, something seems to capture, right the well i should get shifted for my kids. I wasnt sure attracted by in that space because i didnt wonder why i just, i was just attracted there. They are to the lights articles. The rest of the shop is more rough, more cold. This one is love, softer, warmer use, more willing to go into it. The young woman clearly let herself be influenced by her environment. She followed her emotions rather than assessing how useful the product might be. Neural marketing use as these techniques to help increase sales and a variety of retailers. Stores and brands are always going to try to get your attention. Theyre always going to try to get you to buy more things. If a part of the store is optimized so that its appealing to be, i and the sounds good, it feels right. Thats really what its about. Its about optimizing that Customer Experience by maybe 5 percent or 10 percent, which, you know, it sounds like a very small difference, but it can mean millions of dollars for the retailer. The normal marketing is now everywhere in stores. We are constantly being influenced every time we shop often without us even realizing it, were more likely to fail larger baskets for example. So we dont feel like were leaving empty handed. The prices are also rounded down to the nearest sense, so that they always look a little cheaper. And then theres special packaging and product information. The. It means some of our Decision Making is not always supported by reason. Like these themes of compulsive volume, where emotions are manipulated to push people into making quick choices. The applications are endless. The most effective scientific tools are available to companies all over the world. And they allow our emotions to be captured without us, even noticing the, at the university of amsterdam, brain and emotion specialists in the University Psychology Department Found that a neural Marketing Company dedicated to brain imaging. The professor victor lama has looked at the emotions of nearly 50000. 00 people, creating a gold mine for retailers hoping to create advertising that compels us to buy their products the way we get to a particular new advertisement is we can say, well, this is going to be successful or not. So weve been actually predict effectiveness. Were looking to see if like 80 percent, because you with the sri, you can gauge all the emotions and all the unconscious stuff, the stuff thats going on in peoples science in many european countries, brain imaging is only allowed for medical purposes. But this doesnt keep Multinational Companies from conducting these types of experiments abroad. Well, few are prepared to admit many use the technique well, with function im or i, we can measure brain exhibit did a very detail scale of about few millimeters. Basically what happens is that when brain cells can act as, as an increase in blood flowing several regions of the brain. So we can really make a phone map. But whats going on with the whole brain functional m, r. I makes it possible to precisely see any hint of emotion experts can unlock the most intimate secrets of our grey matter. The volunteer is watching a commercial during this m r i so right now we have started experiments and are showing their participants. The commercials that we are testing. Yeah. And you analyze all those data time 9 for how they responded to what they saw on screen. By compiling brain scans from dozens of participants, experts can predict which ads will have the biggest impact. There is a sort of a set of recipes and youll see the integers fear, then negative emotions are involved. Then they introduced a solution. Possibly, if you motions comes in and then at the end, even more positive emotions are activated. Theres typically how i effect of commercial works. You introduce a problem, it showed a solution, and then there is a end value of this feeling. Emotions whether negative or positive without us, even being aware of it is one of the recipes for success. The emotions are based on their own. Netflix to brain doesnt lie and when you look into stuff consumes the you can predict behavior. Aust, im or i a sales go up with 16 to 20. Sometimes he from 30 percent the brain imaging gives advertisers almost unlimited ways to manipulate consumers and create the most striking commercial but to get their messages across. They also borrow methods from theater and the entertainment that have been used for thousands of years. Its the largest pool of inspiration to arouse emotional alexis of each other. You have created numerous words for theater and send them up. Playing with emotions is an essential ingredient for his success on us. And there is a veritable austin, a love techniques for transmitting the emotions you want to convey with hoffman. The question is, how do you provoke that emotion . It . Dont you provide get through empathy . No, but and audience copy moved. If it doesnt empathize with the carrier to see things like that, so that once we emphasize with that, he rose. If something terrible happens to them, we feel sad for them feelings minds with facebook. Likewise, theres Something Wonderful happens. Were happy for them to move towards the input. The is the ingredient that creates a connection with the audience. The Research Shows that a person with empathy can feel the emotions of others as if they were there wrong. In the theater and in cinema, the audience, his emotions are closely scrutinized and the measuring viewers emotions is now just another step in film production. And in the business of manipulation, the a proven method in the world of cinema was used at the rain Dance International Film Festival in london. Of this small, portable box records, the audiences emotions to provide film producers with valuable information about how to make a movie more appealing. We kind of didnt define the type of promotion. We still still grew up on the amount of emotion identifying the amount of the most and 11, explain 410. 00 to attract viodias the. So here we collect both of the data. So the additional levels and the emotional reaction here we can compare to of the individuals from the, from the, with young. So here we can see that someone has to react to very much during the viewing. I hear one other individuals that was more flat. So he was more relaxed during this during the measuring emotions, provides a key piece of data to identify the most powerful moments that identifies how effective this feeling is. Which kind of stairs either one of the most attractive for the audience, which floats or sequences are the best for the commercial or the trailers. But also with sparse would be the late deed so we can get on in. But for a more input for the content, so we kind of attract the audience to be mars. After i saw the graphic, i can pretty pop people react on all the things we have tested on the end. They come on board the every filmmaker dreams of high profile awards. And this kind of research has proved very useful, albeit with certain limitations. Colton, that when we made the movie edmunds, we did a few test screenings, and it was interesting things because it allowed us to tweak the film the tightened upset, and the sequences that went through long ago. But the create has the find a way we get mentioned, you try to lead the visual, the level of emotion, what story to tell, cuz thats up to the creator of it. Theres no soft way to say, well, this is perfect, but wed all be using of it and also say dont, dont think recycling the manipulating emotions is not just a slight way to encourage consumption. It also serves higher purposes, such as bringing us joy or creating surprise for us as individuals. The primary emotions like these are the easiest ones to arouse, but there is another set of emotions, the ones anchored, and another persons gave the so called social emotions. Such a shame and guilt and trust the behavioral sciences. Want to understand how one persons emotions can influence on others or even an entire group. The in the Southern Italian region approve. The researchers wanted to test social emotions at a large music festivals. A few new experiments based on gambling and trust or set up to study theories that cannot be observed in the laboratory. The just happy who specializes in behavioral economics wanted us to set out. We want to analyze the incidence of specific emotion, so that such as altruism can trust on. I am guilty of todays since the police and motions arent inter related. I got the, the, the, the team of about 20 scientists had a unique playground, a crowd of 80000. During each game to strangers were recruited to try and when the, when she got visited were going to give people an 8 year old voucher. Good. So im not going to say have to decide whether to keep it or give it away. The limits of it similar can assume people are self that should individualistic utilities and dont care much about others. And then the contestants were given a series of cups within the tub. The tub with the most white balls had the best chance of winning the 8 year old voucher. While the one with only one white ball had the lowest chance of winning the after selecting a couple candidates were asked to close their eyes and pull out a single ball. If they picked a white ball, they won the voucher. But if they got an orange ball, the voucher went to the other contest at the game played throughout the evening, allowed researchers to test the behavior of the concert goers. They were divided by how they acted selfishly, or altruistically. Take this participant, she 1st had to select a cup. The one with the most white balls would have given her the best chance of winning. And would have been the most selfish choice. The other would have increased her chance of losing and allow this man who she doesnt know to win. Instead, this would have been the altruistic choice where they get the media shows. What did you choose . Just fancy the she need the silvers choice trying to secure victory but the scientist added a bit of guilt. So he sent a message to the other team, informing them of her selfish choice. What else could i sent him . A message . The she started to feel guilty, but she could redeem herself because he changed her choice and then she said she had reduced her chances of winning because she felt guilty as some of the massage, a lot of effort. It sends a more positive message to the other players and pick it up to partition concept focused position. She realized he didnt trust her people. So she decided to show him, shes a better, more selfless person than he thinks were looking up to about 50 pounds of pain. So can you see and it worked against all lot guilt, one out. And the girl agreed to change her choice. 600 people participated in the test of the concert, while many tended toward selfishness, the results also revealed altruism. Look at you, if you compare these results with laboratory data, you can see that people who are a little more generous as you have more guilt because theres another feeling that comes into play and to be put to shame, which comes from revealing ones self to be a selfish person in the people at the concert proves to be more out through istic. Then researchers initially thought this seems to be a positive influence of the group and the particular contact keith, we should because someone checked the method, they are feeling a range of emotions. And experiences that can make them more generous than most people, some journals, maybe because there are a lot of them is offensive or maybe because of the festive atmosphere. Im not singing dancing and having fun. Rock cookies all he dec when again, giving an idea is that cultural events play a role in creating generosity with jeanette outage in the visit. The emotions then can be used to control an entire group or even society as a whole. But these contagious and collective emotions can also serve darker, causes, manipulating opinions can influence a vote and raise the spectre of an undemocratic regime. The sooner we active voting and choosing a candidate is emotional and on you, the emerson, at no cost. So we base the selection on a few ideas. A few criteria is not a complete program or a complete analysis of design humans. I just know that rational, were rather irrational, is when youre teen and by using the flows and now thinking, the winner is simply the one who has the best mastery of human psychology and do something about the use of emotions as a weapon of mass. Persuasion has often re to have a fake news. As the most recent example, it serves the wave of emotions and most importantly of fear. The fear is one of the strongest emotions and its very powerful, but theres other types of emotions that are very powerful discussed. Contents in hatred, terrorist groups and as white supremacist groups and other types of extreme ideological groups are people who are using that language to get their message out and to recruit people into their cause a. The manhattan at new York Universitys Department of social and cognitive psychology. Professor j van bible is closely monitoring new attempts that political manipulation hey, billy, hows it going to be seen the news today . I havent, whats the latest . You have the president s continuing to rage sunday about the you creating call whistle blower . Yeah, i think its right. Hes using a lot of these moral emotional words and this tweets perhaps and draw engagement on the beach of Donald Trumps Media Release is deciphered here among leading politicians. Hes perhaps the one who most exploits the power of emotion is the main ingredient of his politics. To prove it, these researchers trawled social networks in search of a very characteristic emotional vocabulary. One way is to take existing dictionaries or lexicons that basically lists many words, usually thousands of words that are typically associated with people expressing emotional language. So for us, since you have words like terrorism kill attack victim, and you can see that these are words that typically are evocative of emotional arousal in people the, their Search Engine targeted a total of more than 5000 powerful emotional words. Scientists were then able to count the posts with that vocabulary. We find that when people use these types of language in their tweets, its associated with greater sharing in greater lakes among people. So on average, we find about a 20 percent increase in sharing when people use more on emotional language in their tweets the, their analyses of the web go even further alongside the tweets from political leaders that are widely shared across social networks. Theres also the array of erroneous and falsified information known as fake news. C there was a massive study that found that fake news was more likely to spread farther than real news. And the reason seem to be because it was had a motional content, its designed to trigger outrage or anger or sadness or joy and that emotional contents as part of what help to spread it with the fake news spread 6 times faster on the web. Then traditional news, our brains can be blindly full, as illustrated by this fake news item that went around the world in just a few days after Donald Trumps election victory in 2016. This is the largest audience to ever witnessing and argue ration periods. Both in person and around the globe. This statement by the white house spokesman was quickly refuted by the american press, supported by aerial photographs of the crowd gathered in front of the capitol. And what you can see is that, that the crowd size is remarkably different. Brock obama had a vastly larger crowd, so we knew that he was lying to the american public. And so why are they telling people that because they wanted to shape their perceptions of what was actually happening. A political polling firm surveyed a 1000 people in an attempt to identify those who may have believed this fake news. And those who faced with the evidence continued to believe it when it circle scientists have looked at how people saw these proud sizes for donald trump versus brock obama. They found that about 15 percent of Trump Supporters got it wrong. They saw this much smaller crowd. Is larger and so what it suggests is that trump, voters are expressing belief that dont match reality. According to this research or in cognitive psychology, this phenomenon is linked to the emotions that support peoples political believes. We developed a theory about what we call the partisan brain and thats how i densities shape our beliefs. Why people are led to believe misinformation lies propaganda. So what might be happening for people inside the brain is it might be really threatening when they see that the crowd is smaller for trump, and thats creating a negative emotion. And when theyre presented with evidence that contradicts that, it threatens their status. It threatens their sense of belonging, and so they engage in all of these patterns of activation in their brain to suppress it. All of these things are various strategies that we can do to shut down information thats threatening to us. The research gives an insight into political leaders attempts and manipulation. The both donald from the United States and board as johnson in the u. K, have benefitted from fake news campaigns, skillfully orchestrated and widely shared across the web. The social networks in particular, are bursting with the type of emotional data left by users. That is, a mine of information for anyone wanting to manipulate peoples every day. The thousands of emotional expressions that arouse us can be captured through our computers or smartphone. But this massive surveillance of our state of mind is also invading the public arena. And the scale of its influence could become even more worrying. Security concerns linked to facial recognition of emotions include the threat of mass control. And this start up in mess in the east of france. A team of computer scientists is developing facial Recognition Software to monitor emotions on these invoices. So these algorithms are being trained to detect things in the image. Its a mathematical process that looks at millions and millions of images keys, you know, and learns what a car is, pretty much what a person is scalable and what an emotion is. Thats a skinny most of the day. And then so we will go through the 3 motions and we will test the software. Can you try to to do for our business . Ok, perfect. Perfect. We can see whats detected in the interface. Its little boxes appear for each a motion. Ok, and can we try to go to anger . A site . Thats good. It just changed instantly so. So now we can do it for all the emotions, whether happiness, surprise, discussed, or fear. The idea is to capture a 100 facial michael expressions to detect emotions for a specific purpose. Who is on the emotion recognition can be used for a range of purposes depending on scale. For example, across the territories, if its an effective way of monitoring wellbeing. So and seeing where it is more or less prevalent is to try to make it as consistent as possible on the prism within placebo. For example, city, but it could replace the smiley buttons. You press to say whether youre satisfied by showing if a type of public transport is satisfactory or whether a place a cafe in area is pleasant to be in. The application could target the emotions of a city. But then there are potential person to person applications that fully, for example, during Job Interviews, also trauma bush, as well as the analysis of emotion is linked to the answers given you see if theres also potential feedback for interview ways to improve the interview process. You also finding out which subjects they may be comfortable or uncomfortable with and practicing for a Job Interview and will 44. 00 interviews in general diligently. But the technology also raises many societies and ethical issues. Tenant predictive behavior based on a simple expression for specialists such as well movie. These technologies must be handled with great care, but we are already familiar with them in certain contexts when they added, expecting emotions in, say, apple, its the same, is reasonable. So the idea of anticipating negative emotions can allow us to take measures and prevent dangerous events. No, yes. I asked for security purposes in sensitive areas. So funny you clean power plants, airports. Yeah. Why not . Because we know there are rules in an airport. We have lawyers, what, but in the streets . No, no, i dont know how we industry with that authorization. Its a real problem. Its one of the product today, one country is especially well known for its use of facial recognition to track citizens, china. The country has now set up hundreds of millions of cameras across its territory to create a vast social Rating System for its population. And it could go beyond Video Surveillance with connected headsets and companies, or Schools Monitoring any slight variations and emotion. But as well as using the technology to improve learning or working conditions, theres the prospect of unwanted surveillance of performance and productivity losing. Whats your inner emotions, reflect your private sophias continue to . Its only natural to communicate by conveying emotion stuff. Shockly. If im angry, you will react, and that gives me a cut us about the constant tracking of emotions is a violation of al psychology eclipse. Its dangerous because it goes beyond acceptable limit, guessing all is, well, thats good, sending it so on. Find the best that the our world is changing, but we can still choose to control the use of these technologies and learn how to support attempted manipulation by questioning our emotions have the lets view. Well tell you who we are happy that we are boxing. The story we have a getting a visa is more difficult than finding gold hosted to use the sales force and for the future in the stories industries that are being discussed across the country. News african 30 minutes on d w. The secret slide behind these discovered new adventures in 360 degrees and explore fascinating World Heritage sites p w World Heritage 360 yeah. Now dw 416, all we in fact, every day the world crashes. Are your texas work for free part of our time. Like because we can take the different w call, the world, unpack all your info is and all the input w stores. Now onto the, the, the, this is dw news line from berlin. Ukraine says it has re taken a key village from