http://glo.bo/qcv9Qg

O objetivo era falar do seu livro “Muito Além do Nosso Eu” (Ed. Companhia das Letras) e também dividir seu sonho de fazer do Rio Grande do Norte no Estado da Ciência. Acredito que mais do que isso seu objetivo era motivar quem quer que seja a buscar o conhecimento de forma incansável. E se o próprio @miguelnicolelis se emociona com seus sonhos impossíveis, isso não poderia ser diferente comigo.

No livro ele defende “a tese de que, nas próximas décadas, ao combinar essa visão realativística do cérebro com nossa crescente capacidade tecnológica de ouvir e decodificar sinfonias neuronais cada vez mais complexas, a neurociência acabará expandindo a limites quase inimagináveis a capacidade humana, que passará a se expressar muito além das fronteiras e limitações impostas tanto por nosso frágil corpo de primatas como por nosso senso de eu.”

Vai ler então…

Como me interessa mais formular boas perguntas me diverti com as seguintes:

• Quais mudanças a leitura na tela introduzirá no que até hoje abordamos virando as páginas dos livros?
• O que ganharemos com os novos livrinhos (brancos, retos, de duas telas, etc) e o que perderemos?
• Quais os livros encerram os conhecimentos e devaneios que a humanidade acumula desde que se viu em condições de se escrever?
• Estamos sendo fiéis à sua função característica que é guardar em lugar seguro o que o esquecimento ameaça sempre destruir?

Para Daniel Pinsky, sócio-diretor da Editora Contexto, as editoras devem aproveitar a oportunidade que essa nova plataforma pode oferecer  e diz que “a digitalização, combinada à internet , vem contribuindo para que setores inteiros da industria editorial tenham de se adaptar, ou correr um grande risco de desaparecer, como no caso das editoras de referência (enciclopédias e dicionários)”.

Já para Roger Chartier trata-se de uma revolução, ele diz “…o computador: ele não representa a morte do livro. A tela é apenas uma espécie de novo suporte para os textos, assim como o foram os códices [o livro montado em cadernos]. Por isso eu a considero uma nova revolução. O que está sendo distribuído pelas redes eletrônicas são textos”.

Podemos ainda considerar as diversas declarações, entrevistas e livros de Umberto Eco sobre o assunto, mas finalizo esse post com o que diz Paulo Coelho sobre essa história, para ele “o ponto é que nós queremos, antes de mais nada, compartilhar algo“, diz o escritor, que ainda critica a indústria – ela estaria “pensando em direção oposta à de nossa realidade hoje“. Para o escritor a ganância “não entende que o mundo mudou”, e a ignorância “pensa que, se a música está disponível gratuitamente, as pessoas não comprarão o CD”.

E você o que acha de tudo isso, como tem feito suas leituras?

O designer de interação, na visão de Dan Saffer (USA), deve possuir sete atitudes:

1) Focar sempre no usuário – Saber entender o usuário é a chave do sucesso no design de interação, e a melhor forma de entendê-lo é questionando suas escolhas e observando suas ações.

2) Encontrar boas soluções – Desenvolver novos produtos e serviços implica criar as escolhas. Quando se tem duas opções, deve-se buscar sempre uma terceira.

3) Gerar muitas idéias e buscar uma prototipação rápida – Designers encontram suas soluções através da geração de muitas idéias. Para tangibilizar essas idéias, devem procurar montar protótipos rápidos, pois assim péssimas idéias são descartadas rapidamente após os primeiros testes.

4) Saber trabalhar de forma colaborativa – O design como ciência não está só, ele dialoga com vários campos do conhecimento humano. E o designer, da mesma forma, não deve se isolar. Ele deve trabalhar de forma colaborativa e utilizando vários recursos tecnológicos de comunicação.

5) Criar soluções apropriadas – O designer deve criar soluções apropriadas para determinado contexto em que os usuários estão inseridos. O contexto de uso do objeto ou do serviço deve estar em conformidade com o contexto histórico-social em que o indivíduo está inserido.

6) Desenvolver com um amplo campo de influências – A interdisciplinaridade deve fazer parte do dia-a-dia do designer de interação e com isso ele deve se inspirar na busca por novas soluções.

7) Saber incorporar a emoção para seus projetos – O aspecto emocional dentro do desenvolvimento de um produto é o elo de ligação entre as pessoas e os aparatos tecnológicos. Produtos sem o componente emocional estão desconectados das pesssoas e são produtos sem-vida.

Uma coisa que sabemos é que a formação da memória envolve o fortalecimento das conexões sinápticas entre células nervosas. Usando lesmas do mar, que têm um sistema nervoso relativamente simples, uma equipe liderada por Kelsey Martin, da Universidade da Califórnia, em Los Angeles, tornou-se no ano passado a primeira a observar as memórias sendo criadas, na forma denovas proteínas que aparecem nas sinapses.

Mas onde o conhecimento é armazenado no cérebro de mamíferos complexos? Memórias de curto prazo, como um número de telefone que será utilizado de imediato, parecem ser armazenadas em duas pequenas estruturas curvilíneas chamadas hipocampo, enterradas nas profundezas dos dois hemisférios do cérebro. Em 2008, Courtney Miller e David Sweatt, da Universidade do Alabama, em Tuscaloosa, demonstraram em camundongos que, durante a primeira hora após um acontecimento memorável, houve mudanças químicas na composição do DNA de neurônios nessa área, alterando as proteínas produzidas. Durante a semana posterior, ocorreram transformações similares nos genes dos neurônios no córtex. Essas alterações parecem ser permanentes, indicando que as memórias de longo prazo são armazenadas lá. A dupla acredita ter assistido à formação de memórias de curto prazo no hipocampo, que depois se tornaram memórias de longo prazo no córtex.

O cérebro presta mais atenção às coisas que nos assustam, já que lembrá-las pode fazer a diferença entre a vida e a morte. A estrutura ao lado do hipocampo chamada amígdala é conhecida por desempenhar um papel na criação dessa marca permanente. No ano passado, uma equipe liderada por Sheena Josselyn, no Sick Children Hospital, em Toronto, no Canadá, descobriu que nos ratos era possível apagar a memória de um ruído assustador matando os neurônios da amígdala, cujas sinapses haviam sido recentemente reforçadas após a exposição ao ruído. Pela primeira vez, uma memória específica foi rastreada até as células nervosas que a codificaram.

Ainda estamos muito longe de ver uma memória humana sendo criada, no entanto.

contunua…

Disponível em: http://info.abril.com.br/noticias/ciencia/enigmas-da-mente-19082010-14.shl

Acesso em: 22/12/2010

Surprising UCLA brain scanning study has implications for advertising, public health campaigns
By Stuart Wolpert June 22, 2010

Matthew Lieberman
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
— John Wanamaker, 19th-century U.S. department store pioneer

In a study with implications for the advertising industry and public health organizations, UCLA neuroscientists have shown they can use brain scanning to predict whether people will use sunscreen during a one-week period even better than the people themselves can.

“There is a very long history within psychology of people not being very good judges of what they will actually do in a future situation,” said the study’s senior author, Matthew Lieberman, a UCLA professor of psychology and of psychiatry and biobehavioral sciences. “Many people ‘decide’ to do things but then don’t do them.”

The new study by Lieberman and lead author Emily Falk, who earned her doctorate in psychology from UCLA this month, shows that increased activity in a brain region called the medial prefrontal cortex among individuals viewing and listening to public service announcement slides on the importance of using sunscreen strongly indicated that these people were more likely to increase their use of sunscreen the following week, even beyond the people’s own expectations.

“From this region of the brain, we can predict for about three-quarters of the people whether they will increase their use of sunscreen beyond what they say they will do,” Lieberman said. “If you just go by what people say they will do, you get fewer than half of the people accurately predicted, and using this brain region, we could do significantly better.”

“While most people’s self-reports are not very accurate, they do not realize their self-reports are wrong so often in predicting future behavior,” Falk said. “It is surprising to find out that some technique might be able to predict my own behavior better than I can. Yet the brain seems to reveal something important that we may not even realize.”

The study, the first persuasion study in neuroscience to predict behavior change, appears June 23 in the Journal of Neuroscience.

For the study, Falk, Lieberman and their collaborators sought people who did not use sunscreen every day. The study group consisted of 20 participants, mostly UCLA students, 10 female and 10 male. The participants had their brains scanned using functional magnetic resonance imaging (fMRI) at UCLA’s Ahmanson–Lovelace Brain Mapping Center as they saw and heard a series of public service announcements. They were also asked about their intentions to use sunscreen over the next week and their attitudes about sunscreen.

The participants were then contacted a week later and asked on how many days during the week they had used sunscreen.

Lieberman and Falk focused on part of the brain’s medial prefrontal cortex, which is located in the front of the brain, between the eyebrows. This brain region is associated with self-reflection — thinking about what we like and do not like and our motivations and desires.

“It is the one region of the prefrontal cortex that we know is disproportionately larger in humans than in other primates,” Lieberman said. “This region is associated with self-awareness and seems to be critical for thinking about yourself and thinking about your preferences and values.”

The researchers developed a model based on 10 people and tested it on the next 10. They shuffled the 20 people in different ways to test the model. There are more than 180,000 ways to divide the 20 people into groups, Falk said.

“We ran a simulation of the 180,000 combinations, developed our model on the first 10 subjects on each of the 180,000 simulations, and tested it on the second 10,” Falk said. “We saw a very reliable relationship, where for the vast majority of the 180,000 ways to divide the group up, this one region of the brain, the medial prefrontal cortex, does a very good job of predicting sunscreen use in the second group.”

This finding could be relevant to many public health organizations, as well as the advertising industry, Lieberman and Falk said.

“For advertisers, there may be a lot more that is knowable than is known, and this is a data-driven method for knowing more about how to create persuasive messages,” said Lieberman, one of the founders of social cognitive neuroscience.

Neural focus groups

While 19th-century department store pioneer John Wanamaker (quoted at the beginning of this release) advertised effectively for his stores in newspapers, he still said he was wasting half his advertising budget — only he didn’t know which half.

“We’re learning something about which half,” Lieberman said.

While advertising agencies often use focus groups to test commercials and movie trailers, in the future they and public health officials perhaps should add “neural focus groups” to test which messages will be effective while monitoring the brain activity of their subjects.

“A problem with standard focus groups,” Falk said, “is that people are lousy at reporting what they will actually do. We have not had much to supplement that approach, but in the future it may be possible to create what we are calling ‘neural focus groups.’ Instead of talking with people about what they think they will do, a public health or advertising agency can study their brains and learn what they are really likely to do and how an advertisement would be likely to affect millions of other people as well.”

“Given that there are emerging technologies that are relatively portable and approximate some of what fMRI can do at a fraction of the cost, looking to the brain to shape persuasive messages could become a reality,” Lieberman said. “But we’re just at the beginning. This is one of the first papers on anything like this. There will be a series of papers over the next 10 years or more that will tell us what factors are driving neural responses.”

“We hope to build a sophisticated model of persuasion that may incorporate multiple brain regions,” said Falk, who studies the neural basis of persuasion and attitude change. She has been hired by the University of Michigan–Ann Arbor as an assistant professor of communication studies and psychology and a member of the university’s Institute for Social Research, starting in September.

While some people have emphasized reasoning and emotion as key areas on which to base advertising campaigns, a key question may be whether messages and advertisements can be produced that “make people feel, ‘This is about me and is relevant to my preferences and motivations,’” Falk said. “Perhaps effective messages reinforce our values, our self-identity, what motivates us. We will learn much more as we continue this line of research over the years.”

Neuroscientists will learn whether they can predict behavior better and are likely to obtain a more nuanced understanding of the roles played by different parts of brain regions, said Falk, who this March received UCLA’s Charles E. and Sue K. Young Award for outstanding research and teaching. She is interested in how to make more effective health and other public service messages aimed at young adults.

“There is still much we do not know about how to get people to make healthier choices,” Falk said. “We hope to learn much more about what makes messages more or less persuasive.”

Different brain regions may be important for persuading people to tell or e-mail their friends about a health message, product or service; Lieberman and Falk are studying this issue of “creating buzz” as well.

However, the implications of the research go far beyond advertising, Lieberman said.

“There are many applications beyond how you make a good 30-second commercial,” he said, “including how teachers can communicate better so their students won’t tune out or how doctors can convince patients to stick to their instructions. We all use persuasion in some form or another every day.”

Beware of hucksters

Some people are already offering “neuro-marketing,” purporting to help businesses sell their products and help candidates run their advertising campaigns, Lieberman noted. They may, for example, recommend what colors and sounds to use in commercials. Is this effective, or are they claiming expertise they do not possess?

“In general, they are taking simple views of how different parts of the brain work and are saying it is important to turn a particular part of the brain on when advertising, and therefore you should do more of this or that,” Lieberman said. “For instance, they will say you want to activate the amygdala because that is the brain’s emotion center. Typically they are not looking at the relationship between what happens in the brain when someone is exposed to an advertisement and what actually are the outcomes that you care about. For example, do people change their behavior? Does someone spread the message to others? Instead, they are giving generic analysis, and my guess is that the vast majority of the advice they are giving is not accurate.

“To really understand the relationship between the brain’s responses to brands and persuasive materials and desirable outcomes, you actually have to measure the outcomes that are desirable and not just say what should work,” he said. “There are many folks claiming to be neuroscientists who have read a little introductory neuroscience, and that is not enough expertise. It’s almost infinitely more complicated than that.”

Co-authors on the Journal of Neuroscience paper are Elliot Berkman, a UCLA graduate student of psychology in Lieberman’s laboratory who will be an assistant professor of psychology at the University of Oregon this fall; Traci Mann, a professor of psychology at the University of Minnesota–Minneapolis who was formerly on UCLA’s faculty; and Brittany Harrison, a former UCLA undergraduate student.

Disponível em: http://www.newsroom.ucla.edu/portal/ucla/neuroscientists-can-predict-your-160549.aspxAcesso em: 28/06/2010

MoLIC is a language to model the interaction between users and softwares as a conversation between the software’s designer and the users. The language is an epistemic tool created by Semiotic Engineering Research Group. The MoLIC Designer is a tool made to support the construction of MoLIC diagrams by Interaction Design experts or students. As MoLIC helps you to think of interaction, the Designer will help you to better structure and organize the whole interaction project. more: http://code.google.com/p/molic-designer

If an article isn’t linked, most likely it is behind a firewall (the ACM’s firewall, to be specific). If you find an article publicly available, please let me know its URL.

The list, in chronological order:

Abraham Maslow, “A Theory of Human Motivation” (1943)

Vannevar Bush, “As We May Think” (1945)

Claude Shannon, “A Mathematical Theory of Communication” (pdf) (1948)

William Hick, “On the rate of gain of information” (1952)

Ray Hyman, “Stimulus information as a determinant of reaction time” (1953)

Paul Fitts, “The information capacity of the human motor system in controlling the amplitude of movement” (pdf) (1954)

Erving Goffman, “”On Face-work: An Analysis of Ritual Elements of Social Interaction” (1955)

George Miller, “The magical number seven, plus or minus two: Some limits on our capacity for processing information” (pdf) (1956)

Ivan Sutherland, “SketchPad: A Man-Machine Graphical Communication System” (pdf) (1963)

J.C.R. Licklider and Robert Taylor, “The Computer as Communication Device” (pdf) (1968)

Stuart Brand, “SPACEWAR: Fanatic Life and Symbolic Death Among the Computer Bums” (1972)

Horst Rittel and Melvin Webber, “Dilemmas in a General Theory of Planning,” (pdf) (1973)

Alan Kay, “Personal Computing” (pdf) (1975)

Allen Newell and Herbert Simon, “Computer Science as Empirical Inquiry: Symbols and Search”(1976)

Bill Verplank, et al, “Designing the Star User Interface” (1982)

Ben Shneiderman, “Direct Manipulation: A Step Beyond Programming Languages” (1983)

Don Norman, “Affordances and Design” (1988)

Alan Kay, “Predicting the Future” (1989)

Thomas Erickson, “Working with Interface Metaphors” (pdf) (1990)

Mitch Kapor, “A Software Design Manifesto” (1990)

Mark Weiser, “The Computer for the 21st Century” (1991)

Richard Buchanan, “Wicked Problems in Design Thinking” (1992)

Jeff Raskin, “Intuitive Equals Familiar” (1994)

Mark Weiser and John Seely Brown, “Designing Calm Technology” (1995)

Lucy Suchman, “Making Work Visible” (pdf) (1995)

Philip Johnson-Laird, “Mental Models, Deductive Reasoning, and The Brain” (pdf) (1995)

Hugh Dubberly, “Managing Complex Design Projects” (pdf) (1995)

Lauralee Alben, “At the Heart of Interaction Design” (pdf) (1996)

Don Gentner and Jakob Nielsen, “The Anti-Mac User Interface” (1996)

Bonnie Nardi, “Activity Theory and Human-Computer Interaction” (pdf) (1996)

Jared Spool, “Bridging Conceptual Gaps” (1996)

Brian Eno, “The Revenge of the Intuitive” (1999)

Shawn Barnett, “Jeff Hawkins: The man who almost single-handedly revived the handheld computer industry” (2000)

Chris Pacione, “Making Meaning” (pdf) (2000)

Richard Buchanan, “Good Design in the Digital Age” (pdf) (2000)

Robert Reimann, “So You Want to Be an Interaction Designer” (2001)

Scott Berkun, “Strategies of Influence for Interaction Designers” (2001)

Don Norman, “Emotion and Design: Attractive Things Work Better” (2002)

Stephan Wensveen, Kees Overbeeke, and Tom Djajadiningrat, “But How, Donald, Tell Us How?: On the creation of meaning in interaction design through feedforward and inherent feedback” (pdf) (2002)

Bruce Tognazzini, “First Principles of Interaction Design” (2003)

Bill Buxton, “Performance by Design: The Role of Design in Software Product Development” (pdf) (2003)

Scott Berkun, “The Myth of Discoverability” (2003)

Alan Cooper, “The Origin of Personas” (2003)

Andrei Herasimchuk, “Please Make Me Think!: Are high-tech usability priorities backwards?”(2004)

Gary Rivlin, “The Tug of the Newfangled Slot Machines” (2004)

Barry Schwartz, “The Tyranny of Choice” (pdf) (2004)

Dan Hill, “Insanely Great, Or Just Good Enough?” (2004)

Jodi Forlizzi and Katja Battarbee, “Understanding Experience in Interactive Systems” (pdf) (2004)

Paul Dourish, “What We Talk About When We Talk About Context” (pdf) (2004)

Michael Bierut, “On (Design) Bullshit” (2005)

Jared Spool, “What Makes a Design Seem Intuitive?” (2005)

Anne Galloway, “Seams and scars, Or Where to look when assessing collaborative work” (pdf) (2005)

Michael Bierut, “This is My Process” (2006)

Julian Bleecker, “Why Things Matter” (2006)

Eli Blevis, “Sustainable Interaction Design: invention & disposal, renewal & reuse” (pdf) (2007)

Don Norman, “Simplicity is Highly Overrated” (2007)

James Surowiecki, “Feature Presentation” (2007)

Adam Greenfield, “On the ground running: Lessons from experience design” (2007)

Bill Buxton, “The Long Nose of Innovation” (2008)

Aaron Powers, “What Robotics Can Learn from HCI” (2008)

Paul Graham, “Six Principles for Making New Things” (2008)

Don Norman, “Technology First, Needs Last” (2009)

Jonas Löwgren, “Toward an Articulation of Interaction Esthetics” (pdf) (2009)

Dan Saffer, “Controls are Choices” (2009)

BJ Fogg, “Creating Persuasive Technologies: An Eight-Step Design Process” (pdf) (2009)

Om Malik, “User Experience Matters: What Entrepreneurs Can Learn From ‘Objectified’” (2010)

Jon Kolko, “Abductive Thinking and Sensemaking: The Drivers of Design Synthesis” (2010)

Paul Seys, “11 Principles of Interaction Design Explained” (2010)

This was written by Dan Saffer. Posted on Friday, September 24, 2010, at 11:27 am. Filed underInteraction Design, Links We Like. Bookmark the permalink. Follow comments here with the RSS feed. Post a comment or leave a trackback.

Disponível em: http://www.kickerstudio.com/blog/2010/09/essential-interaction-design-essays-and-articles/

Primary actor: A description of the user who drives the operations outlined by the use case. The description of the primary actor can include things such as the role of the user (e.g. anonymous, basic, administrator, etc.) as well as characteristics of the user that may be relevant to how they interact with the application (e.g. age, disabilities, etc.)

Preconditions: Those conditions that must be met for the use case to proceed.

Main success scenario: A more granular, step-based description of the way the application works than is given in the basic or casual formats.

Alternative scenarios: More granular, step-based descriptions of the ways the application will handle alternative uses than are given in the casual format.

Special requirements: A list of requirements for the use case that don’t fit as part of the main or alternative scenarios.

Open issues: A list of notes including questions that must be answered to fully implement a solution for the use case.
Bibliograph:

Advanced ActionScript 3 with Design Patterns, By Joey Lott, Danny Patterson

Earlier, companies used to offer website content writing services only. But today many companies also offer their services in ghost writing, article writing, press release writing and more to meet various requirements of clients. Some organizations prefer to set up their own department of website content writing rather then outsourcing to other company. But setting-up new department, hiring employees and managers may be little expensive for an organization. Therefore, it is always suggestible to outsource your content writing projects to a company which is specialized in this field.

To successfully cater to various clients’ needs, companies hire content writers who know how to write text to hook reader for a long time. As a content writer, one should follow the following points:

• Structure your content: Content writers should use headlines and sub-headlines, it helps reader to quickly find the information he is looking for and keep your paragraph short & simple.
• Write interesting content: Nobody likes to read boring content. Write something interesting, especially in first paragraph. If you write your first paragraph without any interesting fact, then reader takes no time to switch to any other website.
• Use simple words: Do not over show your vocabulary knowledge. Use words which are common with people.
• Keywords: Words people type in search engines to get information is your keywords. Do some research to find commonly typed words and then use it in your content to optimize the website you are writing for.
• Recheck your content: Content writers are always advised to recheck the content they have written. This helps in correcting their grammatical and spelling mistakes.

Besides these points, one should have that passion and flair for writing. Without passion, you can not justify with your job.

With increasing demand of content writing services, many companies have jumped in this field claiming they are the best. But one should be careful while hiring any company because when it comes to practical, they can not meet up the quality standards which client demands.

Article Source: http://www.ArticleBlast.com

About The Author:

Vivek provide content writing and website content writing services for DICWS. Hire expert content writers & article writers for USA & UK products based and online business websites providing online information and services.

  Copyright secured by Digiprove © 2009