Social Responses to Media Technologies in the 21st Century: The Media are Social Actors Paradigm

Clifford Nass and his colleagues proposed the Computers Are Social Actors (CASA) paradigm in the 1990s and demonstrated that we treat computers in some of the ways we treat humans. To account for technological advances and to refine explanations for CASA results, this paper proposes the Media Are Social Actors (MASA) paradigm. We begin by distinguishing the roles of primary and secondary cues in evoking medium-as-social-actor presence and social responses. We then discuss the roles of individual differences and contextual factors in these responses and identify mindless and mindful anthropomorphism as two major complementary mechanisms for understanding MASA phenomena. Based on evolutionary psychology explanations for socialness, we conclude with nine formal propositions and suggestions for future research to test and apply MASA

Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability

As a method specifically intended for the study of messages, content analysis is fundamental to mass communication research. Intercoder reliability, more specifically termed intercoder agreement, is a measure of the extent to which independent judges make the same coding decisions in evaluating the characteristics of messages, and is at the heart of this method. Yet there are few standard and accessible guidelines available regarding the appropriate procedures to use to assess and report intercoder reliability, or software tools to calculate it. As a result, it seems likely that there is little consistency in how this critical element of content analysis is assessed and reported in published mass communication studies. Following a review of relevant concepts, indices, and tools, a content analysis of 200 studies utilizing content analysis published in the communication literature between 1994 and 1998 is used to characterize practices in the field. The results demonstrate that mass communication researchers often fail to assess (or at least report) intercoder reliability and often rely on percent agreement, an overly liberal index. Based on the review and these results, concrete guidelines are offered regarding procedures for assessment and reporting of this important aspect of content analysis

Towards an objective measure of presence: examining startle reflexes in a commercial virtual reality game

A large body of literature is concerned with models of presence-the sensory illusion of being part of a virtual scene-but there is still no general agreement on how to measure it objectively and reliably. For the presented study, we applied contemporary theory to measure presence in virtual reality. Thirty-seven participants explored an existing commercial game in order to complete a collection task. Two startle events were naturally embedded in the game progression to evoke physical reactions and head tracking data was collected in response to these events. Subjective presence was recorded using a post-study questionnaire and real-time assessments. Our novel implementation of behavioral measures lead to insights which could inform future presence research: We propose a measure in which startle reflexes are evoked through specific events in the virtual environment, and head tracking data is compared to the range and speed of baseline interactions

Evaluation of Vascular Control Mechanisms Utilizing Video Microscopy of Isolated Resistance Arteries of Rats

This protocol describes the use of in vitro television microscopy to evaluate vascular function in isolated cerebral resistance arteries (and other vessels), and describes techniques for evaluating tissue perfusion using Laser Doppler Flowmetry (LDF) and microvessel density utilizing fluorescently labeled Griffonia simplicifolia (GS1) lectin. Current methods for studying isolated resistance arteries at transmural pressures encountered in vivo and in the absence of parenchymal cell influences provide a critical link between in vivo studies and information gained from molecular reductionist approaches that provide limited insight into integrative responses at the whole animal level. LDF and techniques to selectively identify arterioles and capillaries with fluorescently-labeled GS1 lectin provide practical solutions to enable investigators to extend the knowledge gained from studies of isolated resistance arteries. This paper describes the application of these techniques to gain fundamental knowledge of vascular physiology and pathology in the rat as a general experimental model, and in a variety of specialized genetically engineered designer rat strains that can provide important insight into the influence of specific genes on important vascular phenotypes. Utilizing these valuable experimental approaches in rat strains developed by selective breeding strategies and new technologies for producing gene knockout models in the rat, will expand the rigor of scientific premises developed in knockout mouse models and extend that knowledge to a more relevant animal model, with a well understood physiological background and suitability for physiological studies because of its larger size

Effect of home based HIV counselling and testing intervention in rural South Africa: cluster randomised trial

OBJECTIVE: To assess the effect of home based HIV counselling and testing on the prevalence of HIV testing and reported behavioural changes in a rural subdistrict of South Africa. DESIGN: Cluster randomised controlled trial. SETTING: 16 communities (clusters) in uMzimkhulu subdistrict, KwaZulu-Natal province, South Africa. PARTICIPANTS: 4154 people aged 14 years or more who participated in a community survey. INTERVENTION: Lay counsellors conducted door to door outreach and offered home based HIV counselling and testing to all consenting adults and adolescents aged 14-17 years with guardian consent. Control clusters received standard care, which consisted of HIV counselling and testing services at local clinics. MAIN OUTCOME MEASURES: Primary outcome measure was prevalence of testing for HIV. Other outcomes were HIV awareness, stigma, sexual behaviour, vulnerability to violence, and access to care. RESULTS: Overall, 69% of participants in the home based HIV counselling and testing arm versus 47% in the control arm were tested for HIV during the study period (prevalence ratio 1.54, 95% confidence interval 1.32 to 1.81). More couples in the intervention arm had counselling and testing together than in the control arm (2.24, 1.49 to 3.03). The intervention had broader effects beyond HIV testing, with a 55% reduction in multiple partners (0.45, 0.33 to 0.62) and a stronger effect among those who had an HIV test (0.37, 0.24 to 0.58) and a 45% reduction in casual sexual partners (0.55, 0.42 to 0.73). Conclusions Home based HIV counselling and testing increased the prevalence of HIV testing in a rural setting with high levels of stigma. Benefits also included higher uptake of couple counselling and testing and reduced sexual risk behaviour.Department of HE and Training approved lis

The Keimoes Kite Landscape of the trans-Gariep, South Africa

Abstract: Here we present the recently discovered desert kites of South Africa in terms of landscape-based data derived from LiDAR scanning that enable us to compare the morphometric and topographic characteristics of the individual kite funnels. We report on a least-cost-path analysis, and use both older and younger ethno-historical and ethno-archaeological observations to help understand possible animal and human interaction with the Keimoes Kite Landscape. Our results highlight the hunters’ understanding of animal behaviours and migration patterns, and the minimum requirements for funnel construction. We show that all the sites were constructed within 2 km of seasonal water pans, and that elevation relative to the surrounding landscape was key to the placement of the kites. We further found that the Keimoes Kite Landscape was probably one of complex inter-connectedness, with dynamic human land-use patterns interlaced with concepts of inheritable custodianship across generations. The Keimoes kite funnels are most similar to those of the Negev Desert in the Levant, and demonstrate (against long-held opinion) that southern African hunter-gatherers in arid regions intentionally modified their landscape to optimise the harvesting of ungulates such as migrating gazelle – in this case the local, desert-adapted Springbok. Our landscape approach provides a nuanced understanding of these features within the southern African context