Can 'surprise' work for social change?
Surprising someone -- whether it's by a joke or via a gasp-inducing plot twist of a book or movie -- can not only create a memorable experience, but also become a powerful tool for social influence, according to a study.
Surprises are memorable, able to garner attention and arouse emotion, but a less heralded effect is that they can serve to shift attitudes and provide an avenue to influence people, said Jeffrey Loewenstein, Professor at the Gies College of Business at the University of Illinois.
While many people think of surprise as an emotional expression, the study, published in the journal Topics in Cognitive Science, showed that surprise not only generates an emotional reaction, but is also "a push to learn, and an experience that people get excited to share with others".
"Put those things together and surprise becomes a powerful tool for social influence," Loewenstein said.
Moreover, surprise not only has individual effects on beliefs and attitudes, but also "collective effects on the content of culture", the researchers said.
"We're in an information-rich environment where our primary challenge is how to identify what to pay attention to. And surprise, which shatters expectations, is a signal that says 'Hey! Pay attention!'," the researchers added.
That surprise can lead to changing attitude and shifting preconceptions.
"Critically, there is a second effect because you are not only making one person more open, you are also making them your ambassador. You are likely to generate word of mouth as they share the surprising experience with others. Surprise is a force multiplier for communication," Loewenstein said.
What generates surprise need not be accidental or random. According to Loewenstein, there are predictable methods or patterns, such as the repetition-break structure, for generating surprise.
"Crafting surprises is something everyone can learn to do, and they will be more influential if they do," he noted.
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Bill to regulate deepfakes tabled in Lok Sabha
New Delhi (PTI): A Private Member's Bill seeking a clear legal framework for regulation of deepfakes has been introduced in the Lok Sabha.
The Regulation of Deepfake Bill, introduced by Shiv Sena leader Shrikant Shinde in the House on Friday, aims to protect citizens by mandating prior consent from individuals depicted in deepfake content.
"Misuse of deepfakes for harassment, deception and misinformation has escalated, creating an urgent need for regulatory safeguards," Shinde said.
The Bill also lists penalties for offenders creating or disseminating deepfake content with malicious intent.
"With advancements in artificial intelligence and deep learning, deepfake technology has emerged as a significant tool for media manipulation. While the technology has potential applications in education, entertainment and creative fields, it also poses severe risks when misused, threatening individual privacy, national security and public trust," Shinde said in the statement of objects and reasons in the Bill.
The proposed Bill seeks to establish a clear legal framework to govern the creation, distribution and application of deepfakes in India, said Shinde, a three-term Lok Sabha member from Kalyan.
The Bill also seeks to establish the Deepfake Task Force, a dedicated body to combat national security implications and evaluate the influence of deepfakes on privacy, civic participation, and potential election interference.
The task force will collaborate with academic and private sector institutions to develop technologies that detect manipulated content, thereby promoting credibility in digital media.
The Bill also proposes to establish a fund to support public and private sector initiatives in the detection and deterrence of advanced image manipulation.
A Private Member's Bill is a procedure of Parliament that enables lawmakers, who are not ministers, to draw attention to issues that might not be represented in Government Bills or to highlight the issues and gaps in the existing legal framework that require legislative intervention.
