Media Equation Theory
The recent evolution in technology has improved human communication in such a way that regardless of distance, people can easily communicate with one another. The advent of smart phones and smart devices is perhaps the greatest in the recent technological revolution, as the devices have become ubiquitous with human communication. However, while these devices have eased human interactions, they have also changed how humans interact with the devices. Hinging on the media equation theory, human-machine interaction has changed given the reliance on the machines for communication, in such a way that humans equate interaction through the smart devices with their human interaction. In light of this change, this paper will explore human-machine interaction, particularly the iPhone and its effect on its users.
Theoretical Background
Fronted by Byron Reeves and Clifford Nass, the Media Equation theory argues that human interactions with computers and other new communication technologies such as smartphones are similar to real social relationships, and they are slowly navigating to real physical places (Daniel & John, 2007). In their study and fronting of the theory, Reeves and Nass conducted research where they substituted people with computers, discovering that people like computers that flatter them (Reeves & Nass, 1997).
The theory makes surprising claims, among them the fact that people treat computers and other communication media technologies similar to how they treat other humans in human-human interactions. In a study of politeness, Reeves and Nass (1997) discovered that participants who interacted with a computer and gave an evaluation of the computer, on the same computer gave positive comments on the computer’s performance. However, there were varied ratings when the participants used different computers for the evaluation of the other computers’ performance (Reeves & Nass, 1997). Most important in the study, however, is the fact that participants explicitly denied intentional positive reviews on the computers they were using all along, a reaction that points to the fact that social responses to media are entirely unconscious and automatic (Reeves & Nass, 1997).
Perhaps even more illuminating for the theory is the application of self-serving bias and gender stereotypes, based on the function of the computer (and other media) on whether the computer communicates in male or female voice (Daniel & John, 2007). At the base of the theory, therefore, is the fact that people do indeed equate interactions with new communication technology media with human interaction, and while most may not realize it, the reaction is entirely automatic and unconscious.
Media Equation and the iPhone
The introduction of the iPhone changed the technology world completely, and ten years after the introduction of the first iPhone, many competitors in the smartphone industry continue to add features to their devices to rival the iPhone. So popular is the iPhone that at one time every new iteration from Apple’s competitors claimed to be the “iPhone Killer.” Research into the effect of the iPhone, and by extension other mobile devices, indicates that the value of human interaction in the presence of a mobile device is significantly low, even among close friends, in comparison with interaction in the presence of a mobile device (Misra et al., 2016). The loss in the quality of interaction is entirely a result of the divided attention in the interaction between the two, given the brief interruptions in communication to check new messages, status updates, or pick calls.
Yet divided attention is not only the only effect that the iPhone craze has on human interaction. As a window to the virtual world, the iPhone has almost replaced human-human interaction, where people treat the phones far more positively in comparison to their friends. In a study of the effect of technology on human face-to-face communication, Drago (2015) discovered that while having conversations on their iPhones, students tend to ignore their in-person friends. The absorption and obsession with the virtual world is so intense, that some users have outright conversations with their iPhones when not necessarily FaceTiming or on calls (Drago, 2015).
The extended self-theory perhaps gives more credence to the Media Equation theory in interaction between the iPhone and the user. Clayton, Leshner and Almond (2015) argue that given the ubiquitous nature of phones and their infusing in everyday life of their users, they have become an extension of the individual. It is for this reason therefore, that most users experience anxiety when separated from their phones. Moreover, iPhone users feel even more anxious given the high price tags that come with the iPhone. On the phones becoming an extension of the self, Clayton, Leshner and Almond (2015) continue to explain that the Extended Self Theory posits that knowingly or unknowingly, intentionally or unintentionally, individual possessions become an extension of one’s self. The feeling of anxiety when separated from an iPhone is akin to the feeling of a parent whose child is missing. The absence of the phone in the physical form, and the anxiety the user feels is especially an equation of the phone to the physical presence of a child, which unconsciously gives comfort to the parent (Clayton, Leshner & Almond, 2015).
Perhaps treating iPhones as real people is more explicit in social situations where individuals do not want to participate, or where a perceived “enemy” is within the social situation. Clayton, Leshner and Almond (2015) posit that in such situations, the iPhone provides comfort, in addition to functioning as an antidote to the apprehensive social encounter, and by extension the hostile terrain that is the wider society. Under such circumstances, the iPhone becomes the go-to friend in the hostile environment. The iPhone’s treatment as a friend exemplifies the Media Equation theory, in that even in the instance that there may be other people in the social situation that the individual is not averse to, the iPhone indeed becomes their replacement.
Perhaps what endears most iPhone users to the phone is the voice assistant, Siri. The ability of the voice assistant to answer questions, give directions, conduct searches on the iPhone has tremendously changed the relationship between iPhone users and the phone. Today, iPhone users, particularly males, treat Siri with gentleness; the same gentleness of males towards females in real life, owing to the fact that Siri, like most virtual assistants, has a female voice.
Conclusion
iPhone is one of the most popular smartphone brands in the world. Its introduction was both revolutionary and disruptive in the smartphone market. The simplicity and ease in use of the phone has endeared it to its users. In relation to the Media Equation theory, the endearment of the iPhone has fast caused it to be its user’s best friends. Around the world, the iPhone has a cultic following and brand loyalty, and in addition to its price tag, the features the phone has have made its users equate it to an extension of themselves, in addition to treating the phone as an individual.
Annotated Bibliography
Clayton, R., B., Leshner, G., & Almond, A. (2015). The extended iSelf: The impact of iPhone separation on cognition, emotion, and physiology. Journal of Computer-Mediated Communication, 20(2), 119-135.
The authors examined the effects of the iPhone on self, cognition, anxiety and physiology, especially when the users are separated from their phones. The study is relevant to the paper as it highlights the effect of separation of an iPhone from its user.
Daniel, J. & John, G. (2007). The media equation and team formation: Further evidence for experience as a moderator. International Journal of Human-Computer Studies 65(2), 111-124.
The paper explores the effect of media equation theory to team formation. It also explores the effect of media equation on group identity. The paper is relevant given its exploration of media equation to people, which is relevant to iPhone users and their phones.
Drago, E. (2015). The Effect of Technology on Face-to-Face Communication. The Elon Journal of Undergraduate Research in Communications, 6(1), 13-19.
The article explores the impact of technology on the way people communicate. It utilizes and online study in determining the level of engagement of people on their cellphones and other technology as well as in face-to-face communication. The paper is relevant as it highlights the impact cellphones, including the iPhone have on face-to-face communication, and the gradual replacement of face-to-face communication with smartphone communication.
Misra, S. et al. (2016). The quality of in-person social interactions in the presence of mobile devices. Environment and Behavior, 48(2), 275 – 298.
This paper examines the relationship between the presence of mobile devices and the quality of real-life interactions between people. The authors conducted surveys using 100 participants to explore the quality of interactions in the presence and absence of mobile devices. The paper is relevant as it highlights the impact of mobile devices (iPhone) on human interactions.
Reeves, B. & Nass, C. (1997). The Media Equation: How People Treat Computers, Television, and New Media like Real People and Places. California: Cambridge University Press.
The book explores the Media Equation theory, having been written by the very people that fronted the theory. The book is relevant as it provides the basic grounding of the Media Equation theory.
References
Clayton, R., B., Leshner, G., & Almond, A. (2015). The extended iSelf: The impact of iPhone separation on cognition, emotion, and physiology. Journal of Computer-Mediated Communication, 20(2), 119-135.
Daniel, J. & John, G. (2007). The media equation and team formation: Further evidence for experience as a moderator. International Journal of Human-Computer Studies 65(2), 111-124.
Drago, E. (2015). The Effect of Technology on Face-to-Face Communication. The Elon Journal of Undergraduate Research in Communications, 6(1), 13-19.
Misra, S. et al. (2016). The quality of in-person social interactions in the presence of mobile devices. Environment and Behavior, 48(2), 275 – 298.
Reeves, B. & Nass, C. (1997). The Media Equation: How People Treat Computers, Television, and New Media like Real People and Places. California: Cambridge University Press