Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Engineering
Disentangling Two Fundamental Paradigms In Human-Machine Communication Research: Media Equation And Media Evocation, Margot J. Van Der Goot, Katrin Etzrodt
Disentangling Two Fundamental Paradigms In Human-Machine Communication Research: Media Equation And Media Evocation, Margot J. Van Der Goot, Katrin Etzrodt
Human-Machine Communication
In this theoretical paper, we delineate two fundamental paradigms in how scholars conceptualize the nature of machines in human-machine communication (HMC). In addition to the well-known Media Equation paradigm, we distinguish the Media Evocation paradigm. The Media Equation paradigm entails that people respond to machines as if they are humans, whereas the Media Evocation paradigm conceptualizes machines as objects that can evoke reflections about ontological categories. For each paradigm, we present the main propositions, research methodologies, and current challenges. We conclude with theoretical implications on how to integrate the two paradigms, and with a call for mixed-method research that includes …
Building A Stronger Casa: Extending The Computers Are Social Actors Paradigm, Andrew Gambino, Jesse Fox, Rabindra A. Ratan
Building A Stronger Casa: Extending The Computers Are Social Actors Paradigm, Andrew Gambino, Jesse Fox, Rabindra A. Ratan
Human-Machine Communication
The computers are social actors framework (CASA), derived from the media equation, explains how people communicate with media and machines demonstrating social potential. Many studies have challenged CASA, yet it has not been revised. We argue that CASA needs to be expanded because people have changed, technologies have changed, and the way people interact with technologies has changed. We discuss the implications of these changes and propose an extension of CASA. Whereas CASA suggests humans mindlessly apply human-human social scripts to interactions with media agents, we argue that humans may develop and apply human-media social scripts to these interactions. Our …