Analyze the social tide in the perspective of cognitive science and social psychology.

1. Science behind Social Tide
The challenge for social games
nullgate@gmail.com
May 2012

2. Part 1
IT'S ALL ABOUT FACE

3. What's up with Facebook
 Hype or Fad?
 Users and Photos?
 It's all about FACE!
◦ Not the music you like!
◦ Not the circles!

4. Ubiquitous faces
 Media
◦ Idols, Super Stars
◦ Cover pages
◦ Advertisement
 Money
 Internet
◦ E-mail
◦ IM
◦ Social Network

5. Facts about Face
 Cognitive perk of our brains
◦ Specialized
◦ Subconscious
 Cultural reference
◦ Masked robbers
◦ Religious taboo
◦ Faceless horror
 Facial motion capturing
◦ Movie – The Polar Express, 2004
◦ Game – LA Noire, 2011

6. Neurological POV
 Fusiform Face Area (FFA)
 Event Related Potentials (ERP)
◦ N170
◦ Face selective

7. Part 2
IGNORANCE OF FACE

8. Brief history of Prosopagnosia
 As long as human history
◦ > 2% in Caucasian
◦ ~ 2% in Chinese (Hong Kong sample)
 1947, first described by a doctor
 1997, Face Blind!, Bill Choisser
 2008, so am I
◦ A blog of MSRA

9. Awareness of Prosopagnosia
 Cognitive impairment
◦ Poor face recognition
◦ Lack of facial memory
◦ Immune to idols
 Workaround
◦ People know me
◦ Voice recognition
◦ Pretending
 Improvement
◦ Photographing
◦ Portrait painting
◦ Movies and TV series
◦ Work and marriage

10. Neurological POV
 ERP almost identical
◦ N170, N250 (famous face)
 Fusiform Face Area
◦ Specialized region
◦ Significant defects

11. Summary of Prosopagnosia
 Cognitive impairment
◦ Not visual defects
◦ Not intellectual defects
 Resulted social impairment
 Lack of awareness
◦ Developmental prosopagnosia
◦ Diagnostics of internet
 Acquired Prosopagnosia
◦ Associative – Lose of semantics sense
◦ Apperceptive – No sense at all

12. Part 3
IGNORANCE OF SOCIAL

13. Autism Spectrum Disorder
 Prosopagnosia? Yes and No
◦ Developmental
◦ Apperceptive
 Severity of ASD
◦ > 1% in Unite States
◦ Boys : Girls = 5 : 1
 Severe social impairment
 Savant syndrome

14. Neurological POV

15. Introvert and Extrovert
 Neurological difference
 Delight of social activity
 Positive feedback?

16. Empathy and Social
 Emotional capacity
◦ Shared experience of sentient beings
◦ Developed cognitive skill
 Cornerstone of society
◦ Emotional communication
◦ Trust and understanding
 Engine of arts
◦ Paintings
◦ Fictions
◦ Movies

17. Neurological POV
 Natural selection for social brain
 WYSIWYG + Feedback
 Painkiller by money
 Wikipedia:
When children are shown
videoclips with situations where
they see people suffering pain
by coincidence, neural circuits
related to pain are being
activated in their brain.

18. Summary of ASD
 Lack of empathy
 Risk factors
◦ Notorious “Vaccine Theory”
◦ Genetic risk
 Risk of twins
 Risk of siblings
 Society is harsh to ASD patients
 Interventions
 Questions?

19. Maslow's Hierarchy of Needs

20. Part 4
SOCIAL RENAISSANCE

21. Case Study – Facebook

22. Eye Tracking – Facebook

23. Case Study – MFS

24. Challenge for social games
 Demands for social networks
◦ Social interaction – Facebook
◦ Social establishment – Linked-in
◦ Social entertainment – Zynga
 Road to true social
◦ Friends in Cityville
◦ Word with Friends
◦ Draw something
 More than viral and engagement

25. What's missing
 Vocal and music
◦ Media presence
◦ Intimacy, security
 Gesture and Kinect
◦ More than video
◦ Dot-only animations
 Tele-presence
◦ Real-time feedback
◦ Eye contact
 Will we see those in games?