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Technology and persuasion


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How does medical software persuade its users?

Published in: Technology, Health & Medicine
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Technology and persuasion

  1. 1. Technology and Persuasion Lessons from Medical Software
  2. 2. Controlled Medical Terminology <ul><li>“myocardial infarction” = myocardial infarction </li></ul><ul><li>“MI” = myocardial infarction </li></ul><ul><li>“coronary thrombosis” = myocardial infarction </li></ul><ul><li>“heart attack” = myocardial infarction </li></ul>
  3. 3. Controlled Medical Terminology <ul><li>The system literally controls the user’s terminology </li></ul><ul><li>Choice of terminology is not random </li></ul><ul><li>Certain discourse communities are privileged </li></ul><ul><li>The system is more likely to persuade those whose language it recognizes </li></ul>
  4. 4. The software system as rhetor <ul><li>The system chooses language that has persuasive effects; in every meaningful sense, it functions as rhetor </li></ul>
  5. 5. Persuasion and functionality
  6. 6. Persuasion by audience <ul><li>Choices unique to electronic reports </li></ul><ul><li>Choices unavoidable </li></ul>
  7. 7. What’s happening? <ul><li>Destruction of traditional view of rhetoric, in which a person conveys a persuasive message to an audience. </li></ul><ul><li>Rhetor -> Message -> Audience </li></ul>
  8. 8. Unique considerations <ul><li>We can apply persuasive elements of traditional rhetoric to new media </li></ul><ul><li>Applying same theories doesn’t always lead to the same conclusions </li></ul>