[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.39,0:00:02.98,Default,,0000,0000,0000,,We are today talking\Nabout moral persuasion:
Dialogue: 0,0:00:03.00,0:00:06.98,Default,,0000,0000,0000,,What is moral and immoral\Nin trying to change people's behaviors
Dialogue: 0,0:00:07.01,0:00:09.46,Default,,0000,0000,0000,,by using technology and using design?
Dialogue: 0,0:00:09.48,0:00:11.32,Default,,0000,0000,0000,,And I don't know what you expect,
Dialogue: 0,0:00:11.34,0:00:13.29,Default,,0000,0000,0000,,but when I was thinking about that issue,
Dialogue: 0,0:00:13.32,0:00:17.36,Default,,0000,0000,0000,,I early on realized what I'm not able\Nto give you are answers.
Dialogue: 0,0:00:17.94,0:00:20.71,Default,,0000,0000,0000,,I'm not able to tell you\Nwhat is moral or immoral,
Dialogue: 0,0:00:20.74,0:00:23.28,Default,,0000,0000,0000,,because we're living\Nin a pluralist society.
Dialogue: 0,0:00:23.31,0:00:27.55,Default,,0000,0000,0000,,My values can be radically\Ndifferent from your values,
Dialogue: 0,0:00:27.58,0:00:30.75,Default,,0000,0000,0000,,which means that what I consider\Nmoral or immoral based on that
Dialogue: 0,0:00:30.78,0:00:34.39,Default,,0000,0000,0000,,might not necessarily be\Nwhat you consider moral or immoral.
Dialogue: 0,0:00:34.77,0:00:37.98,Default,,0000,0000,0000,,But I also realized\Nthere is one thing that I could give you,
Dialogue: 0,0:00:38.01,0:00:40.54,Default,,0000,0000,0000,,and that is what this guy\Nbehind me gave the world --
Dialogue: 0,0:00:40.56,0:00:41.71,Default,,0000,0000,0000,,Socrates.
Dialogue: 0,0:00:41.74,0:00:43.13,Default,,0000,0000,0000,,It is questions.
Dialogue: 0,0:00:43.16,0:00:45.79,Default,,0000,0000,0000,,What I can do and what\NI would like to do with you
Dialogue: 0,0:00:45.81,0:00:47.76,Default,,0000,0000,0000,,is give you, like that initial question,
Dialogue: 0,0:00:47.78,0:00:51.19,Default,,0000,0000,0000,,a set of questions\Nto figure out for yourselves,
Dialogue: 0,0:00:51.22,0:00:54.86,Default,,0000,0000,0000,,layer by layer, like peeling an onion,
Dialogue: 0,0:00:54.88,0:00:59.90,Default,,0000,0000,0000,,getting at the core of what you believe\Nis moral or immoral persuasion.
Dialogue: 0,0:01:00.30,0:01:04.34,Default,,0000,0000,0000,,And I'd like to do that\Nwith a couple of examples of technologies
Dialogue: 0,0:01:04.36,0:01:09.34,Default,,0000,0000,0000,,where people have used game elements\Nto get people to do things.
Dialogue: 0,0:01:10.08,0:01:13.12,Default,,0000,0000,0000,,So it's at first a very simple,\Nvery obvious question
Dialogue: 0,0:01:13.15,0:01:14.34,Default,,0000,0000,0000,,I would like to give you:
Dialogue: 0,0:01:14.37,0:01:17.05,Default,,0000,0000,0000,,What are your intentions\Nif you are designing something?
Dialogue: 0,0:01:17.41,0:01:20.78,Default,,0000,0000,0000,,And obviously, intentions\Nare not the only thing,
Dialogue: 0,0:01:20.80,0:01:23.98,Default,,0000,0000,0000,,so here is another example\Nfor one of these applications.
Dialogue: 0,0:01:24.01,0:01:27.09,Default,,0000,0000,0000,,There are a couple of these kinds\Nof Eco dashboards right now --
Dialogue: 0,0:01:27.12,0:01:28.58,Default,,0000,0000,0000,,dashboards built into cars --
Dialogue: 0,0:01:28.60,0:01:31.43,Default,,0000,0000,0000,,which try to motivate you\Nto drive more fuel-efficiently.
Dialogue: 0,0:01:31.46,0:01:33.23,Default,,0000,0000,0000,,This here is Nissan's MyLeaf,
Dialogue: 0,0:01:33.26,0:01:36.32,Default,,0000,0000,0000,,where your driving behavior\Nis compared with the driving behavior
Dialogue: 0,0:01:36.34,0:01:37.49,Default,,0000,0000,0000,,of other people,
Dialogue: 0,0:01:37.52,0:01:40.80,Default,,0000,0000,0000,,so you can compete for who drives a route\Nthe most fuel-efficiently.
Dialogue: 0,0:01:40.82,0:01:43.30,Default,,0000,0000,0000,,And these things are\Nvery effective, it turns out --
Dialogue: 0,0:01:43.32,0:01:47.26,Default,,0000,0000,0000,,so effective that they motivate people\Nto engage in unsafe driving behaviors,
Dialogue: 0,0:01:47.28,0:01:49.04,Default,,0000,0000,0000,,like not stopping at a red light,
Dialogue: 0,0:01:49.07,0:01:51.78,Default,,0000,0000,0000,,because that way you have\Nto stop and restart the engine,
Dialogue: 0,0:01:51.81,0:01:54.53,Default,,0000,0000,0000,,and that would use quite\Nsome fuel, wouldn't it?
Dialogue: 0,0:01:55.08,0:01:59.49,Default,,0000,0000,0000,,So despite this being\Na very well-intended application,
Dialogue: 0,0:01:59.51,0:02:01.89,Default,,0000,0000,0000,,obviously there was a side effect of that.
Dialogue: 0,0:02:01.91,0:02:04.46,Default,,0000,0000,0000,,Here's another example\Nfor one of these side effects.
Dialogue: 0,0:02:04.48,0:02:09.27,Default,,0000,0000,0000,,Commendable: a site that allows parents\Nto give their kids little badges
Dialogue: 0,0:02:09.29,0:02:11.95,Default,,0000,0000,0000,,for doing the things\Nthat parents want their kids to do,
Dialogue: 0,0:02:11.97,0:02:13.29,Default,,0000,0000,0000,,like tying their shoes.
Dialogue: 0,0:02:13.31,0:02:15.56,Default,,0000,0000,0000,,And at first that sounds very nice,
Dialogue: 0,0:02:15.58,0:02:17.73,Default,,0000,0000,0000,,very benign, well-intended.
Dialogue: 0,0:02:17.75,0:02:21.52,Default,,0000,0000,0000,,But it turns out, if you look into\Nresearch on people's mindset,
Dialogue: 0,0:02:21.55,0:02:23.04,Default,,0000,0000,0000,,caring about outcomes,
Dialogue: 0,0:02:23.06,0:02:24.83,Default,,0000,0000,0000,,caring about public recognition,
Dialogue: 0,0:02:24.86,0:02:28.72,Default,,0000,0000,0000,,caring about these kinds\Nof public tokens of recognition
Dialogue: 0,0:02:28.74,0:02:30.74,Default,,0000,0000,0000,,is not necessarily very helpful
Dialogue: 0,0:02:30.76,0:02:33.07,Default,,0000,0000,0000,,for your long-term\Npsychological well-being.
Dialogue: 0,0:02:33.09,0:02:35.77,Default,,0000,0000,0000,,It's better if you care\Nabout learning something.
Dialogue: 0,0:02:35.79,0:02:37.70,Default,,0000,0000,0000,,It's better when you care about yourself
Dialogue: 0,0:02:37.72,0:02:40.29,Default,,0000,0000,0000,,than how you appear\Nin front of other people.
Dialogue: 0,0:02:40.76,0:02:45.80,Default,,0000,0000,0000,,So that kind of motivational tool\Nthat is used actually, in and of itself,
Dialogue: 0,0:02:45.83,0:02:47.73,Default,,0000,0000,0000,,has a long-term side effect,
Dialogue: 0,0:02:47.76,0:02:49.57,Default,,0000,0000,0000,,in that every time we use a technology
Dialogue: 0,0:02:49.59,0:02:52.77,Default,,0000,0000,0000,,that uses something\Nlike public recognition or status,
Dialogue: 0,0:02:52.79,0:02:55.17,Default,,0000,0000,0000,,we're actually positively endorsing this
Dialogue: 0,0:02:55.19,0:02:58.60,Default,,0000,0000,0000,,as a good and normal thing\Nto care about --
Dialogue: 0,0:02:58.62,0:03:01.49,Default,,0000,0000,0000,,that way, possibly having\Na detrimental effect
Dialogue: 0,0:03:01.51,0:03:05.37,Default,,0000,0000,0000,,on the long-term psychological\Nwell-being of ourselves as a culture.
Dialogue: 0,0:03:05.39,0:03:08.04,Default,,0000,0000,0000,,So that's a second, very obvious question:
Dialogue: 0,0:03:08.06,0:03:10.37,Default,,0000,0000,0000,,What are the effects\Nof what you're doing --
Dialogue: 0,0:03:10.39,0:03:14.52,Default,,0000,0000,0000,,the effects you're having\Nwith the device, like less fuel,
Dialogue: 0,0:03:14.54,0:03:17.25,Default,,0000,0000,0000,,as well as the effects\Nof the actual tools you're using
Dialogue: 0,0:03:17.27,0:03:18.94,Default,,0000,0000,0000,,to get people to do things --
Dialogue: 0,0:03:18.97,0:03:20.54,Default,,0000,0000,0000,,public recognition?
Dialogue: 0,0:03:20.56,0:03:23.48,Default,,0000,0000,0000,,Now is that all -- intention, effect?
Dialogue: 0,0:03:23.51,0:03:26.64,Default,,0000,0000,0000,,Well, there are some technologies\Nwhich obviously combine both.
Dialogue: 0,0:03:26.67,0:03:29.45,Default,,0000,0000,0000,,Both good long-term and short-term effects
Dialogue: 0,0:03:29.48,0:03:32.29,Default,,0000,0000,0000,,and a positive intention\Nlike Fred Stutzman's "Freedom,"
Dialogue: 0,0:03:32.31,0:03:34.52,Default,,0000,0000,0000,,where the whole point\Nof that application is --
Dialogue: 0,0:03:34.54,0:03:38.27,Default,,0000,0000,0000,,well, we're usually so bombarded\Nwith constant requests by other people,
Dialogue: 0,0:03:38.29,0:03:39.45,Default,,0000,0000,0000,,with this device,
Dialogue: 0,0:03:39.47,0:03:42.95,Default,,0000,0000,0000,,you can shut off the Internet\Nconnectivity of your PC of choice
Dialogue: 0,0:03:42.98,0:03:44.42,Default,,0000,0000,0000,,for a pre-set amount of time,
Dialogue: 0,0:03:44.45,0:03:46.42,Default,,0000,0000,0000,,to actually get some work done.
Dialogue: 0,0:03:46.44,0:03:49.59,Default,,0000,0000,0000,,And I think most of us will agree\Nthat's something well-intended,
Dialogue: 0,0:03:49.62,0:03:51.84,Default,,0000,0000,0000,,and also has good consequences.
Dialogue: 0,0:03:51.86,0:03:53.51,Default,,0000,0000,0000,,In the words of Michel Foucault,
Dialogue: 0,0:03:53.53,0:03:55.47,Default,,0000,0000,0000,,it is a "technology of the self."
Dialogue: 0,0:03:55.50,0:03:58.33,Default,,0000,0000,0000,,It is a technology\Nthat empowers the individual
Dialogue: 0,0:03:58.36,0:04:00.17,Default,,0000,0000,0000,,to determine its own life course,
Dialogue: 0,0:04:00.20,0:04:01.71,Default,,0000,0000,0000,,to shape itself.
Dialogue: 0,0:04:02.15,0:04:05.13,Default,,0000,0000,0000,,But the problem is,\Nas Foucault points out,
Dialogue: 0,0:04:05.16,0:04:06.94,Default,,0000,0000,0000,,that every technology of the self
Dialogue: 0,0:04:06.97,0:04:10.41,Default,,0000,0000,0000,,has a technology of domination\Nas its flip side.
Dialogue: 0,0:04:10.44,0:04:15.04,Default,,0000,0000,0000,,As you see in today's modern\Nliberal democracies,
Dialogue: 0,0:04:15.06,0:04:19.75,Default,,0000,0000,0000,,the society, the state,\Nnot only allows us to determine our self,
Dialogue: 0,0:04:19.77,0:04:20.92,Default,,0000,0000,0000,,to shape our self,
Dialogue: 0,0:04:20.94,0:04:22.94,Default,,0000,0000,0000,,it also demands it of us.
Dialogue: 0,0:04:22.96,0:04:24.92,Default,,0000,0000,0000,,It demands that we optimize ourselves,
Dialogue: 0,0:04:24.94,0:04:26.78,Default,,0000,0000,0000,,that we control ourselves,
Dialogue: 0,0:04:26.81,0:04:29.52,Default,,0000,0000,0000,,that we self-manage continuously,
Dialogue: 0,0:04:29.54,0:04:33.44,Default,,0000,0000,0000,,because that's the only way\Nin which such a liberal society works.
Dialogue: 0,0:04:33.46,0:04:37.73,Default,,0000,0000,0000,,These technologies want us\Nto stay in the game
Dialogue: 0,0:04:37.75,0:04:40.53,Default,,0000,0000,0000,,that society has devised for us.
Dialogue: 0,0:04:40.55,0:04:42.84,Default,,0000,0000,0000,,They want us to fit in even better.
Dialogue: 0,0:04:42.86,0:04:45.44,Default,,0000,0000,0000,,They want us to optimize\Nourselves to fit in.
Dialogue: 0,0:04:46.37,0:04:49.45,Default,,0000,0000,0000,,Now, I don't say that\Nis necessarily a bad thing;
Dialogue: 0,0:04:50.03,0:04:54.36,Default,,0000,0000,0000,,I just think that this example\Npoints us to a general realization,
Dialogue: 0,0:04:54.38,0:04:58.19,Default,,0000,0000,0000,,and that is: no matter what technology\Nor design you look at,
Dialogue: 0,0:04:58.21,0:05:01.23,Default,,0000,0000,0000,,even something we consider\Nas well-intended
Dialogue: 0,0:05:01.26,0:05:04.22,Default,,0000,0000,0000,,and as good in its effects\Nas Stutzman's Freedom,
Dialogue: 0,0:05:04.25,0:05:06.95,Default,,0000,0000,0000,,comes with certain values embedded in it.
Dialogue: 0,0:05:06.98,0:05:08.91,Default,,0000,0000,0000,,And we can question these values.
Dialogue: 0,0:05:08.94,0:05:10.88,Default,,0000,0000,0000,,We can question: Is it a good thing
Dialogue: 0,0:05:10.91,0:05:14.39,Default,,0000,0000,0000,,that all of us continuously\Nself-optimize ourselves
Dialogue: 0,0:05:14.41,0:05:16.42,Default,,0000,0000,0000,,to fit better into that society?
Dialogue: 0,0:05:16.45,0:05:17.94,Default,,0000,0000,0000,,Or to give you another example:
Dialogue: 0,0:05:17.96,0:05:20.44,Default,,0000,0000,0000,,What about a piece\Nof persuasive technology
Dialogue: 0,0:05:20.46,0:05:23.66,Default,,0000,0000,0000,,that convinces Muslim women\Nto wear their headscarves?
Dialogue: 0,0:05:23.68,0:05:25.73,Default,,0000,0000,0000,,Is that a good or a bad technology
Dialogue: 0,0:05:25.76,0:05:28.32,Default,,0000,0000,0000,,in its intentions or in its effects?
Dialogue: 0,0:05:28.34,0:05:32.60,Default,,0000,0000,0000,,Well, that basically depends on\Nthe kind of values you bring to bear
Dialogue: 0,0:05:32.62,0:05:34.86,Default,,0000,0000,0000,,to make these kinds of judgments.
Dialogue: 0,0:05:34.88,0:05:36.41,Default,,0000,0000,0000,,So that's a third question:
Dialogue: 0,0:05:36.43,0:05:37.96,Default,,0000,0000,0000,,What values do you use to judge?
Dialogue: 0,0:05:38.59,0:05:39.93,Default,,0000,0000,0000,,And speaking of values:
Dialogue: 0,0:05:39.95,0:05:43.31,Default,,0000,0000,0000,,I've noticed that in the discussion\Nabout moral persuasion online
Dialogue: 0,0:05:43.33,0:05:44.97,Default,,0000,0000,0000,,and when I'm talking with people,
Dialogue: 0,0:05:44.99,0:05:47.66,Default,,0000,0000,0000,,more often than not,\Nthere is a weird bias.
Dialogue: 0,0:05:48.20,0:05:51.10,Default,,0000,0000,0000,,And that bias is that we're asking:
Dialogue: 0,0:05:51.12,0:05:53.94,Default,,0000,0000,0000,,Is this or that "still" ethical?
Dialogue: 0,0:05:53.96,0:05:56.61,Default,,0000,0000,0000,,Is it "still" permissible?
Dialogue: 0,0:05:56.63,0:05:57.83,Default,,0000,0000,0000,,We're asking things like:
Dialogue: 0,0:05:57.86,0:06:00.04,Default,,0000,0000,0000,,Is this Oxfam donation form,
Dialogue: 0,0:06:00.07,0:06:03.12,Default,,0000,0000,0000,,where the regular monthly\Ndonation is the preset default,
Dialogue: 0,0:06:03.14,0:06:05.22,Default,,0000,0000,0000,,and people, maybe without intending it,
Dialogue: 0,0:06:05.24,0:06:09.06,Default,,0000,0000,0000,,are encouraged or nudged\Ninto giving a regular donation
Dialogue: 0,0:06:09.08,0:06:10.57,Default,,0000,0000,0000,,instead of a one-time donation,
Dialogue: 0,0:06:10.59,0:06:11.94,Default,,0000,0000,0000,,is that "still' permissible?
Dialogue: 0,0:06:11.96,0:06:13.32,Default,,0000,0000,0000,,Is it "still" ethical?
Dialogue: 0,0:06:13.35,0:06:14.83,Default,,0000,0000,0000,,We're fishing at the low end.
Dialogue: 0,0:06:15.62,0:06:18.09,Default,,0000,0000,0000,,But in fact, that question,\N"Is it 'still' ethical?"
Dialogue: 0,0:06:18.12,0:06:19.90,Default,,0000,0000,0000,,is just one way of looking at ethics.
Dialogue: 0,0:06:19.92,0:06:24.81,Default,,0000,0000,0000,,Because if you look at the beginning\Nof ethics in Western culture,
Dialogue: 0,0:06:24.84,0:06:28.37,Default,,0000,0000,0000,,you see a very different idea\Nof what ethics also could be.
Dialogue: 0,0:06:28.71,0:06:32.71,Default,,0000,0000,0000,,For Aristotle, ethics\Nwas not about the question,
Dialogue: 0,0:06:32.73,0:06:35.00,Default,,0000,0000,0000,,"Is that still good, or is it bad?"
Dialogue: 0,0:06:35.03,0:06:38.46,Default,,0000,0000,0000,,Ethics was about the question\Nof how to live life well.
Dialogue: 0,0:06:38.96,0:06:41.14,Default,,0000,0000,0000,,And he put that in the word "arête,"
Dialogue: 0,0:06:41.16,0:06:43.92,Default,,0000,0000,0000,,which we, from [Ancient Greek],\Ntranslate as "virtue."
Dialogue: 0,0:06:43.94,0:06:45.58,Default,,0000,0000,0000,,But really, it means "excellence."
Dialogue: 0,0:06:45.60,0:06:51.04,Default,,0000,0000,0000,,It means living up to your own\Nfull potential as a human being.
Dialogue: 0,0:06:51.68,0:06:53.33,Default,,0000,0000,0000,,And that is an idea that, I think,
Dialogue: 0,0:06:53.36,0:06:56.05,Default,,0000,0000,0000,,Paul Richard Buchanan\Nput nicely in a recent essay,
Dialogue: 0,0:06:56.08,0:06:58.22,Default,,0000,0000,0000,,where he said,\N"Products are vivid arguments
Dialogue: 0,0:06:58.24,0:07:00.37,Default,,0000,0000,0000,,about how we should live our lives."
Dialogue: 0,0:07:00.83,0:07:03.40,Default,,0000,0000,0000,,Our designs are not ethical or unethical
Dialogue: 0,0:07:03.43,0:07:08.02,Default,,0000,0000,0000,,in that they're using ethical\Nor unethical means of persuading us.
Dialogue: 0,0:07:08.40,0:07:09.97,Default,,0000,0000,0000,,They have a moral component
Dialogue: 0,0:07:09.100,0:07:14.22,Default,,0000,0000,0000,,just in the kind of vision\Nand the aspiration of the good life
Dialogue: 0,0:07:14.25,0:07:15.59,Default,,0000,0000,0000,,that they present to us.
Dialogue: 0,0:07:16.18,0:07:19.68,Default,,0000,0000,0000,,And if you look into the designed\Nenvironment around us
Dialogue: 0,0:07:19.71,0:07:20.88,Default,,0000,0000,0000,,with that kind of lens,
Dialogue: 0,0:07:20.90,0:07:23.36,Default,,0000,0000,0000,,asking, "What is the vision\Nof the good life
Dialogue: 0,0:07:23.38,0:07:26.12,Default,,0000,0000,0000,,that our products, our design,\Npresent to us?",
Dialogue: 0,0:07:26.14,0:07:28.42,Default,,0000,0000,0000,,then you often get the shivers,
Dialogue: 0,0:07:28.44,0:07:30.77,Default,,0000,0000,0000,,because of how little\Nwe expect of each other,
Dialogue: 0,0:07:30.80,0:07:34.68,Default,,0000,0000,0000,,of how little we actually\Nseem to expect of our life,
Dialogue: 0,0:07:34.71,0:07:36.74,Default,,0000,0000,0000,,and what the good life looks like.
Dialogue: 0,0:07:37.85,0:07:40.87,Default,,0000,0000,0000,,So that's a fourth question\NI'd like to leave you with:
Dialogue: 0,0:07:40.90,0:07:45.26,Default,,0000,0000,0000,,What vision of the good life\Ndo your designs convey?
Dialogue: 0,0:07:45.99,0:07:47.36,Default,,0000,0000,0000,,And speaking of design,
Dialogue: 0,0:07:47.38,0:07:51.58,Default,,0000,0000,0000,,you'll notice that I already\Nbroadened the discussion,
Dialogue: 0,0:07:51.60,0:07:56.04,Default,,0000,0000,0000,,because it's not just persuasive\Ntechnology that we're talking about here,
Dialogue: 0,0:07:56.07,0:08:00.14,Default,,0000,0000,0000,,it's any piece of design\Nthat we put out here in the world.
Dialogue: 0,0:08:00.17,0:08:01.57,Default,,0000,0000,0000,,I don't know whether you know
Dialogue: 0,0:08:01.59,0:08:05.15,Default,,0000,0000,0000,,the great communication researcher\NPaul Watzlawick who, back in the '60s,
Dialogue: 0,0:08:05.17,0:08:07.68,Default,,0000,0000,0000,,made the argument\Nthat we cannot not communicate.
Dialogue: 0,0:08:07.71,0:08:10.31,Default,,0000,0000,0000,,Even if we choose to be silent,\Nwe chose to be silent,
Dialogue: 0,0:08:10.33,0:08:13.29,Default,,0000,0000,0000,,and we're communicating something\Nby choosing to be silent.
Dialogue: 0,0:08:13.31,0:08:16.05,Default,,0000,0000,0000,,And in the same way\Nthat we cannot not communicate,
Dialogue: 0,0:08:16.07,0:08:17.60,Default,,0000,0000,0000,,we cannot not persuade:
Dialogue: 0,0:08:17.62,0:08:19.64,Default,,0000,0000,0000,,whatever we do or refrain from doing,
Dialogue: 0,0:08:19.66,0:08:24.02,Default,,0000,0000,0000,,whatever we put out there\Nas a piece of design, into the world,
Dialogue: 0,0:08:24.05,0:08:26.10,Default,,0000,0000,0000,,has a persuasive component.
Dialogue: 0,0:08:26.12,0:08:27.99,Default,,0000,0000,0000,,It tries to affect people.
Dialogue: 0,0:08:28.02,0:08:31.76,Default,,0000,0000,0000,,It puts a certain vision of the good life\Nout there in front of us,
Dialogue: 0,0:08:31.79,0:08:33.41,Default,,0000,0000,0000,,which is what Peter-Paul Verbeek,
Dialogue: 0,0:08:33.44,0:08:36.15,Default,,0000,0000,0000,,the Dutch philosopher of technology, says.
Dialogue: 0,0:08:36.18,0:08:40.12,Default,,0000,0000,0000,,No matter whether we as designers\Nintend it or not,
Dialogue: 0,0:08:40.15,0:08:42.29,Default,,0000,0000,0000,,we materialize morality.
Dialogue: 0,0:08:42.32,0:08:45.12,Default,,0000,0000,0000,,We make certain things\Nharder and easier to do.
Dialogue: 0,0:08:45.14,0:08:47.35,Default,,0000,0000,0000,,We organize the existence of people.
Dialogue: 0,0:08:47.38,0:08:48.53,Default,,0000,0000,0000,,We put a certain vision
Dialogue: 0,0:08:48.55,0:08:51.96,Default,,0000,0000,0000,,of what good or bad or normal or usual is
Dialogue: 0,0:08:51.98,0:08:53.13,Default,,0000,0000,0000,,in front of people,
Dialogue: 0,0:08:53.16,0:08:55.56,Default,,0000,0000,0000,,by everything we put\Nout there in the world.
Dialogue: 0,0:08:55.99,0:08:59.07,Default,,0000,0000,0000,,Even something as innocuous\Nas a set of school chairs
Dialogue: 0,0:08:59.10,0:09:01.14,Default,,0000,0000,0000,,is a persuasive technology,
Dialogue: 0,0:09:01.17,0:09:05.86,Default,,0000,0000,0000,,because it presents and materializes\Na certain vision of the good life --
Dialogue: 0,0:09:05.88,0:09:08.74,Default,,0000,0000,0000,,a good life in which teaching\Nand learning and listening
Dialogue: 0,0:09:08.76,0:09:11.86,Default,,0000,0000,0000,,is about one person teaching,\Nthe others listening;
Dialogue: 0,0:09:11.89,0:09:15.94,Default,,0000,0000,0000,,in which it is about\Nlearning-is-done-while-sitting;
Dialogue: 0,0:09:15.96,0:09:17.56,Default,,0000,0000,0000,,in which you learn for yourself;
Dialogue: 0,0:09:17.58,0:09:20.00,Default,,0000,0000,0000,,in which you're not supposed\Nto change these rules,
Dialogue: 0,0:09:20.03,0:09:22.47,Default,,0000,0000,0000,,because the chairs\Nare fixed to the ground.
Dialogue: 0,0:09:23.63,0:09:26.54,Default,,0000,0000,0000,,And even something as innocuous\Nas a single-design chair,
Dialogue: 0,0:09:26.56,0:09:28.14,Default,,0000,0000,0000,,like this one by Arne Jacobsen,
Dialogue: 0,0:09:28.16,0:09:29.94,Default,,0000,0000,0000,,is a persuasive technology,
Dialogue: 0,0:09:29.96,0:09:33.00,Default,,0000,0000,0000,,because, again, it communicates\Nan idea of the good life:
Dialogue: 0,0:09:33.48,0:09:38.40,Default,,0000,0000,0000,,a good life -- a life that you,\Nas a designer, consent to by saying,
Dialogue: 0,0:09:38.42,0:09:41.93,Default,,0000,0000,0000,,"In a good life, goods are produced\Nas sustainably or unsustainably
Dialogue: 0,0:09:41.96,0:09:43.57,Default,,0000,0000,0000,,as this chair.
Dialogue: 0,0:09:43.59,0:09:45.57,Default,,0000,0000,0000,,Workers are treated as well or as badly
Dialogue: 0,0:09:45.59,0:09:48.16,Default,,0000,0000,0000,,as the workers were treated\Nthat built that chair."
Dialogue: 0,0:09:48.50,0:09:50.80,Default,,0000,0000,0000,,The good life is a life\Nwhere design is important
Dialogue: 0,0:09:50.83,0:09:53.75,Default,,0000,0000,0000,,because somebody obviously took\Nthe time and spent the money
Dialogue: 0,0:09:53.77,0:09:55.56,Default,,0000,0000,0000,,for that kind of well-designed chair;
Dialogue: 0,0:09:55.58,0:09:56.98,Default,,0000,0000,0000,,where tradition is important,
Dialogue: 0,0:09:57.01,0:10:00.17,Default,,0000,0000,0000,,because this is a traditional classic\Nand someone cared about this;
Dialogue: 0,0:10:00.20,0:10:02.89,Default,,0000,0000,0000,,and where there is something\Nas conspicuous consumption,
Dialogue: 0,0:10:02.91,0:10:05.87,Default,,0000,0000,0000,,where it is OK and normal to spend\Na humongous amount of money
Dialogue: 0,0:10:05.89,0:10:07.04,Default,,0000,0000,0000,,on such a chair,
Dialogue: 0,0:10:07.07,0:10:09.64,Default,,0000,0000,0000,,to signal to other people\Nwhat your social status is.
Dialogue: 0,0:10:09.66,0:10:12.98,Default,,0000,0000,0000,,So these are the kinds of layers,\Nthe kinds of questions
Dialogue: 0,0:10:13.00,0:10:14.98,Default,,0000,0000,0000,,I wanted to lead you through today;
Dialogue: 0,0:10:14.100,0:10:18.03,Default,,0000,0000,0000,,the question of: What are the intentions\Nthat you bring to bear
Dialogue: 0,0:10:18.06,0:10:19.62,Default,,0000,0000,0000,,when you're designing something?
Dialogue: 0,0:10:19.64,0:10:22.89,Default,,0000,0000,0000,,What are the effects, intended\Nand unintended, that you're having?
Dialogue: 0,0:10:22.92,0:10:25.72,Default,,0000,0000,0000,,What are the values\Nyou're using to judge those?
Dialogue: 0,0:10:25.74,0:10:27.72,Default,,0000,0000,0000,,What are the virtues, the aspirations
Dialogue: 0,0:10:27.74,0:10:29.77,Default,,0000,0000,0000,,that you're actually expressing in that?
Dialogue: 0,0:10:30.14,0:10:31.100,Default,,0000,0000,0000,,And how does that apply,
Dialogue: 0,0:10:32.02,0:10:34.01,Default,,0000,0000,0000,,not just to persuasive technology,
Dialogue: 0,0:10:34.03,0:10:36.08,Default,,0000,0000,0000,,but to everything you design?
Dialogue: 0,0:10:36.65,0:10:37.94,Default,,0000,0000,0000,,Do we stop there?
Dialogue: 0,0:10:38.56,0:10:39.72,Default,,0000,0000,0000,,I don't think so.
Dialogue: 0,0:10:40.03,0:10:44.47,Default,,0000,0000,0000,,I think that all of these things\Nare eventually informed
Dialogue: 0,0:10:44.49,0:10:45.92,Default,,0000,0000,0000,,by the core of all of this,
Dialogue: 0,0:10:45.94,0:10:49.03,Default,,0000,0000,0000,,and this is nothing but life itself.
Dialogue: 0,0:10:49.33,0:10:52.05,Default,,0000,0000,0000,,Why, when the question\Nof what the good life is
Dialogue: 0,0:10:52.08,0:10:54.41,Default,,0000,0000,0000,,informs everything that we design,
Dialogue: 0,0:10:54.44,0:10:57.23,Default,,0000,0000,0000,,should we stop at design\Nand not ask ourselves:
Dialogue: 0,0:10:57.26,0:10:59.25,Default,,0000,0000,0000,,How does it apply to our own life?
Dialogue: 0,0:10:59.62,0:11:02.33,Default,,0000,0000,0000,,"Why should the lamp\Nor the house be an art object,
Dialogue: 0,0:11:02.36,0:11:03.53,Default,,0000,0000,0000,,but not our life?"
Dialogue: 0,0:11:03.56,0:11:05.04,Default,,0000,0000,0000,,as Michel Foucault puts it.
Dialogue: 0,0:11:05.44,0:11:09.05,Default,,0000,0000,0000,,Just to give you a practical\Nexample of Buster Benson.
Dialogue: 0,0:11:09.07,0:11:11.33,Default,,0000,0000,0000,,This is Buster setting up\Na pull-up machine
Dialogue: 0,0:11:11.35,0:11:13.96,Default,,0000,0000,0000,,at the office of his new\Nstart-up, Habit Labs,
Dialogue: 0,0:11:13.99,0:11:17.20,Default,,0000,0000,0000,,where they're trying to build\Nother applications like "Health Month"
Dialogue: 0,0:11:17.23,0:11:18.39,Default,,0000,0000,0000,,for people.
Dialogue: 0,0:11:18.41,0:11:20.37,Default,,0000,0000,0000,,And why is he building a thing like this?
Dialogue: 0,0:11:20.40,0:11:22.43,Default,,0000,0000,0000,,Well, here is the set of axioms
Dialogue: 0,0:11:22.45,0:11:25.85,Default,,0000,0000,0000,,that Habit Labs, Buster's start-up,\Nput up for themselves
Dialogue: 0,0:11:25.88,0:11:28.58,Default,,0000,0000,0000,,on how they wanted to work\Ntogether as a team
Dialogue: 0,0:11:28.60,0:11:30.63,Default,,0000,0000,0000,,when they're building\Nthese applications --
Dialogue: 0,0:11:30.66,0:11:32.85,Default,,0000,0000,0000,,a set of moral principles\Nthey set themselves
Dialogue: 0,0:11:32.87,0:11:34.23,Default,,0000,0000,0000,,for working together --
Dialogue: 0,0:11:34.26,0:11:35.49,Default,,0000,0000,0000,,one of them being,
Dialogue: 0,0:11:35.52,0:11:38.60,Default,,0000,0000,0000,,"We take care of our own health\Nand manage our own burnout."
Dialogue: 0,0:11:38.96,0:11:42.46,Default,,0000,0000,0000,,Because ultimately,\Nhow can you ask yourselves
Dialogue: 0,0:11:42.48,0:11:46.42,Default,,0000,0000,0000,,and how can you find an answer\Non what vision of the good life
Dialogue: 0,0:11:46.44,0:11:49.61,Default,,0000,0000,0000,,you want to convey and create\Nwith your designs
Dialogue: 0,0:11:49.63,0:11:51.36,Default,,0000,0000,0000,,without asking the question:
Dialogue: 0,0:11:51.39,0:11:55.22,Default,,0000,0000,0000,,What vision of the good life\Ndo you yourself want to live?
Dialogue: 0,0:11:55.76,0:11:56.93,Default,,0000,0000,0000,,And with that,
Dialogue: 0,0:11:57.68,0:11:59.10,Default,,0000,0000,0000,,I thank you.
Dialogue: 0,0:11:59.12,0:12:03.28,Default,,0000,0000,0000,,(Applause)