Talking Tech - the art and science of communicating complex ideas (Bristech2018)
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A talk I gave at Bristech2018 technology conference about the importance - and challenges - of communicating about technology.
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Talking Tech - the art and science of communicating complex ideas (Bristech2018)
- 1. Talking Tech THE ART AND SCIENCE OF COMMUNICATING COMPLEX IDEAS cecilia@ceciliaunlimited.com @CeciliaUnltd
- 2. Bowles, Cennydd - Future Ethics Over the coming decades, our industry will ask people to trust us with their data, their vehicles, and even their families’ safety.
- 4. ‘None the wiser perhaps my lord, but certainly better informed.’ ‘I've listened to you for an hour and I'm none the wiser.’
- 5. The post-truth world Michael Gove, 6 June 2016 ‘I think that the people of this country have had enough of experts’
- 6. What Michael Gove actually said ‘I think that the people of this country have had enough of experts from organisations with acronyms saying that they know what is best and getting it consistently wrong’
- 7. FAKE NEWS!
- 9. Dan McQuillan People’s Councils for Ethical Machine Learning Social Media + Society April-June 2018: 1–10 If we cannot understand exactly what is being weighed in the balance, it is very hard to tell under what circumstances harm may be caused or in what ways the operations might be unethical
- 10. “There is a general uneasiness around the potential of AI to disrupt existing jobs. This is compounded by a lack of communication between employers and employees when it comes to keeping staff updated with the introduction of new technology.” Investors in People, ‘Artificial Intelligence at Work: Perception & Attitudes’, 2018
- 11. Emily Steiner on Twitter “Their lives are short & their bodies transitory; the days pass quickly, centuries roll by, & death comes before you know it.” “We have described everything briefly, because people prefer simple things that don't take long to explain.”
- 13. “if you ever write an article that has robots or artificial intelligence in the headline, you are guaranteed that it will have twice as many people click on it” House of Lords Select Committee on Artificial Intelligence April 2017
- 17. Books
- 21. Marketing yourself “Expertise and training in the fields of Catalysis, Design of Experiments (DoE) and Principal Component Analysis (PCA). An experienced scientist with additional expertise in automation, multivariate data analysis, process development and problem solving.”
- 23. ….organizations and institutions that produce these breakthroughs seem to be more innovative and flexible than those responsible for anticipating and coping with their effects… This situation has generated serious challenges for society in the past, and the future holds promise of even more serious challenges. Trust and Regulation GENERIC LESSONS LEARNED ABOUT SOCIETAL RESPONSES TO EMERGING TECHNOLOGIES PERCEIVED AS INVOLVING RISKS Stern et al, 2009
- 25. BREXIT PICTURE
- 27. Don’t talk about the science The first rule of climate science? Don’t talk about the science
- 28. Language matters The war on climate change The race against climate change Flusberg, S.J., Matlock, T. and Thibodeau, P.H., 2018. War metaphors in public discourse. Metaphor and Symbol, 33(1), pp.1-18.
- 29. Be clear and honest about risks…. A common misunderstanding is that a 100-year flood is likely to occur only once in a 100-year period. In fact, there is approximately a 63.4% chance of one or more 100-year floods occurring in any 100-year period. On the Danube River at Passau, Germany, the actual intervals between 100-year floods during 1501 to 2013 ranged from 37 to 192 years.
- 30. …but focus also on the consequences “While scientists tend to focus on the probability a risk will be realized, the public tends to focus on the consequences.” “Public judgments of the seriousness of hazards are related to the extent to which a possible consequence is dreaded, especially if the consequence is potentially unbounded in its effects.” GENERIC LESSONS LEARNED ABOUT SOCIETAL RESPONSES TO EMERGING TECHNOLOGIES PERCEIVED AS INVOLVING RISKS Stern et al, 2009
- 31. Don’t be afraid to complicate the narrative When people encounter complexity, they become more curious and less closed off to new information. They listen, in other words. Amanda Ripley Complicating the narratives Medium, June 2018
- 32. “Anecdotes may not be data, but anecdotes are the stories we tell in order to make the data mean something to people.” Andrew Thaler When I talk about climate change Southern Fried Science Jan 2017
- 33. Tell stories
- 34. “For sale: baby shoes, never worn”
- 35. Why are we so worried about AI? Surely humans are always able to pull the plug? People asked a computer, “Is there a God?” And the computer said, “There is now,” and a bolt of lightning fused the plug. Stephen Hawking quoted in The Times, 14 October 2018
- 42. If you’re informing an engaged audience, talk about the tech If you’re selling, talk about the benefits If you’re persuading, talk about values and identity
- 43. Help people build a reliable conceptual model Be transparent about risks Use complexity to encourage curiosity Use the right language – or change it Tell a good story Build a compelling vision of the future
Notes de l'éditeur
- The House of Lords Select Committee on Artificial Intelligence last year reported that: Journalists covering AI informed us that it was often difficult to cover AI and automation issues in a responsible and balanced manner, given the current level of public interest in the subject.47 Sarah O’Connor, employment correspondent for the Financial Times, told us that “if you ever write an article that has robots or artificial intelligence in the headline, you are guaranteed that it will have twice as many people click on it”, and at least some journalists were sensationalising the subject in order to drive web traffic and advertising revenues.48
- So the worse the likely consequence, the lower the level of trust, even if its highly unlikely to happen.
- One of the things that emerges from the climate change research is how polarized the debate is, particularly in the US – you either believe in climate change or you don’t, you either agree something should be done or you don’t. The thing about complex issues is they are so rarely binary, but as we know our media is good at setting extreme views against one another in a false dichotomy. I don’t know if this is because they patronizingly assume that people need this simplistic view in order to understand, or because they know it sells newspapers/generates clicks. But actually introducing complexity and nuance can be highly effective in getting people to engage better with a topic. Researchers have a name for the kind of divide America is currently experiencing. They call this an “intractable conflict,” as social psychologist Peter T. Coleman describes in his book The Five Percent, and it’s very similar to the kind of wicked feuds that emerge in about one out of every 20 conflicts worldwide. In this dynamic, people’s encounters with the other tribe (political, religious, ethnic, racial or otherwise) become more and more charged. And the brain behaves differently in charged interactions. It’s impossible to feel curious, for example, while also feeling threatened. Columbia University – Difficult Conversations Lab
- And finally, a couple of tried and tested favourites for all comms people: stories and visions of the future. You’ve almost certainly heard or used the phrase that anecdotes are not data in the past, but this is what Marine science and conservation consultant and underwater robotics expert Andrew Thaler has to say about it.
- To finish, I’m going to show you a great example of an organization using a lot of these ideas. This is KPMG’s short film about artificial intelligence – have a watch and see, they do all the things we’ve just been discussing: They show you that AI is about doing the boring, the ordinary, the mundane You don’t see a single humanoid robot in here – they’re all robot arms and familiar looking tech that doesn’t frighten us They hark back to the industrial revolution to say ‘look, we’ve done this before, it didn’t kill us, it made us better’ They tell you it’s already all around you and has been since 1914 They change the language – intelligent automation instead of AI They don’t talk about the tech – they talk about the outcomes They make it about humans They paint a compelling, positive vision of the future