BOOSTING COMMERCIAL AND SOCIETAL-AWARENESS CAMPAIGNS WITH PERSONALIZED EXPERIENCES
(Postponed to fall 2021 due to covid-19)
The Seminar day is designed for professionals working with commercials and social-awareness campaigns.
The aim of the seminar is to cultivate new ideas for designing personalized media messages by means of enactive storytelling. Stories are the key to human mind, emotions, and social behavior, is it in politics, shopping, or bringing up our kids. Stories allow people to justify their decisions to the others, but, perhaps even more importantly, to themselves.
These stories one makes up are simultaneously inter-personally shared and very personal. And this is where the professional business of storytelling for commercial and social media messages comes onboard.
The speakers with expertise from the field provide understanding of enactive storytelling, the state of the art on neural and physiological methods, and recent trends in neuromarketing. The talks spark fresh insights to challenging topics of (a) designing personalized experiences and (b) measuring personal experience data.
The full day program with lectures and Q&As on elaborated campaign concepts equip the participants with an inspiring package of new ideas to take back to their daily practice.
The participants will have access to knowledge on:
- Principles of enactive storytelling
- Recent trends in neuromarketing
- Real-time biofeedback in designing interactive content
- Interdependence between human experience, content of media, and physiological measures
KEYNOTE: ERIK BÄCKMAN Partner, Strategy Director, Miltton
Erik Bäckman (MA) has 30 years of experience in strategic communication, media and journalism. He works at Finland’s biggest communication agency with leadership training, strategy, branding and crisis communication. Prior to Miltton, Erik has worked as head of strategy, head of media research and concept development and as a TV news journalist at the Finnish national broadcaster YLE. His very practically oriented approach to storytelling is based on the current findings of psychological and neuropsychological research.
KAIDI REEDE, Consumer and Market Research Manager, Initiative
Kaidi Reede is a consumer and market research manager in media agency Initiative, Tallinn, Estonia. Before joining Initiative 3 years ago she worked as a research expert in Kantar Emor.
Kaidi holds the Master of Social Sciences (psychology and organizational behavior, Tallinn University). Psychology studies and experience in research led to understanding that people do not always behave as they say and we process a lot of information unconsciously. This is where the interest towards neuromarketing started and in 2012 Kaidi was issued a neuromarketing researcher certificate by neuromarketing agency NeuroHM. Since that time Kaidi has conducted numerous neuromarketing surveys in Estonia using different methodologies like EEG, GSR, facial coding, eye-tracking and reaction time measurement. The most recent neuromarketing study concerned alcohol visibility in the shops before and after the restrictions on displaying alcoholic drinks passed into law in June 2019. Kaidi has also performed on neuromarketing topic at different conferences and as a guest speaker in universities.
HEIDI REINSON, Senior Consultant in Behavioural Sciences, Kanta Emor
Heidi Reinson started her career in marketing and brand management, working in The Coca-Cola Company and Valio Baltics. She soon realised that her degree in Economics is not enough to fully understand the consumer. Her interest in the scientific background of consumer behaviour led to her MSc studies in Cognitive and Decision Sciences at University College London (UCL). After UCL, Heidi’s mission has been to combine the two distinct research areas – marketing and cognitive science – in the most practical ways. Heidi was the first in the Baltics to conduct neuromarketing studies (spring 2012) and has been active in popularizing behavioural sciences’ application in the region. She has presented at various conferences in the Baltics (incl TEDxRiga 2015), Finland and Austria as well as written popular science articles. Since 2013, she also teaches Economic and Consumer Behaviour at the Stockholm School of Economics in Riga.
PIA TIKKA, Filmmaker, Research Professor, Enactive Virtuality Lab, TLU
Dr. Pia Tikka is a professional filmmaker and EU Mobilitas Research Professor at the Baltic Film, Media, Arts and Communication School (BFM) and MEDIT Centre of Excellence, Tallinn University. She holds the honorary title of Adjunct Professor of New Narrative Media at the University of Lapland. Prior to her joining BFM, she was the Principal Investigator for the NeuroCine project (2010-2017) at Aalto University, Finland, contributing also to the neuroeconomics in NeuroService project at the Laurea University of Applied Sciences (2014–2015). In 2010, she was a Fulbright scholar in the Institute for Multimedia Literacy at the University of Southern California and a researcher in residency in Neuroaesthetics at the Minerva Foundation, Berkeley, US. She was a lecturer in Film Theory and Film Analysis at the Baltic School of Film and Media (2006-2007). As a filmmaker, Pia has directed the feature films Daughters of Yemanjá (1996), Sand Bride (1998), several interactive media projects, and published on the topics of enactive media, including her book “Enactive Cinema: Simulatorium Eisensteinense”(2008). She holds degree of Graphic Designer in Advertising, and has a decade long work experience in advertising and concept designing. Currently, her Enactive Virtuality research group studies psychophysiological and emotional basis of cinematic systems, storytelling and creative imagination.
The first hand insights to neuromarketing methods used in Estonia, highlighted with case studies. The pros and cons of methods used in real life environments and laboratory settings are discussed, including eye-tracking, valence/arousal measures, electroencephalography (EEG), reaction time measurement and emotional coding surveys.
13:00-14:00 Nudging – a toolbox for marketing professionals and policy makers– Heidi Reinson
The presentation will give an overview of human decision making processes and inspire you to use behavioural insights in designing marketing activities and social interventions. She will combine academic research findings with real life examples.
14-14:15 Case: (t.b.c.)
14:15-14:30 Case: (t.b.c.)
4:30-14:45 Case: (t.b.c.)
14:45-15 Coffee break
15-17 Engaging storytelling – Erik Bäckman
How can you engage people with storytelling that conveys your message and involves people in co-creating the story and making it their own? A practical introduction to applying classical storytelling structures and tools in dialogue with your audience.
17-18 Panel and open discussion
New challenges and ethical implications – sustainability, big data, privacy, and other issues
Changes in program may occur.
Organizer: Pia Tikka, research professor, Enactive Virtuality Lab, Center of Excellence in Media Innovations and Digital Culture MEDIT, BFM, TLU
Seminar assistant: Andreas Unt, video-marketing specialist in BRANDEM employer branding agency, Estonia.
Creative Lab: Ermo Säks, manager
Consultation: Tiina Hiob, Lecture of Advertising theory, BFM, TLU; Katrin Sigijane, Creative Lab, MEDIT, BFM, TLU
Accommodation and meals are not included in the the price.
An invited keynote at the two day conference “Actor and Avatar” organised by Professor Anton Rey, IPF, ZHdK August 29th and 30th 2019 at the Toni Areal, Zurich University of the Arts (ZHdK). The “Actor and Avatar” project explores aspects of actor performances particularly aimed to provide facial expressiveness for a virtual character (avatar) and is funded by the Swiss National Science Foundation.
The VR Installation The State of Darkness previously exhibited in the Science Gallery, Dublin (Dec 2018) and in the 360 degrees (Prague 2019) will be presented at the conference. In addition, Enactive Virtuality Lab’s team member Victor Pardinho will run a Master’s Class for ZHdK students and staff.
The keynote by Pia Tikka 29th of August will address a range of topics related to the actors and humanlike virtual characters in the collaborative setting as described under the image.
Images: Two examples of the recordings of a dyadic realtime setting where the two actors are seated in front of a Green Screen in the ZHdK IPF Film studio looking at each other through a display in front of them directly connected to the camera in front of the other actor. The other actor takes the role of an asylum seeker’s interviewer (I), while the other actor plays the role of an asylum seeker (AS). Both are listening to the dramatised background story of the latter while engaged in evaluation of each others emotional state within the dramatised context. The performances are applied to humanlike virtual characters in the project Booth developed at the Enactive Virtuality Lab. Actors (upper row) Dr. Gunter Lösel [AS] and Tim Woody Haake [I]; (row below) Corinne Soland [I] and Samuel Braun [AS]. Images©IPF courtesy of Dr. Rey and Miriam Loertscher from ZHdK research group.
Images: Derek Bradley, Walt Disney Research Studio Zürich (above) and Matthias Wittmann, Digital Domain (below)
ACTOR & AVATAR EXHIBITION: STATE OF DARKNESS INSTALLATION
Industry engagement: Derek Bradley, Walt Disney Research Studio Zürich was one of the enactive experienters of facing Adam B in the State of Darkness. Here with Pia Tikka and Victor Pardinho (Sense of Space, Finland).
The Oxford Handbook of Screendance Studies has been awarded the 2018 Oscar G. Brockett Book Prize for Dance Research by The Dance Studies Association.
Pia Tikka & Mauri Kaipainen contributed with the chapter on “Screendance as Enactment in Maya Deren’s At Land: Enactive, Embodied, and Neurocinematic Considerations”
The award will be conferred at the annual Dance Studies Association Conference at Northwestern University, August 8 – 11, 2019.
The following is the citation offered by the selection committee about the book:
The Oxford Handbook of Screendance Studies, which is skillfully edited by Douglas Rosenberg, features a gracefully comprehensive introduction and thirty-six impactful chapters from leading scholars who expand our understanding of screen technologies as creative, collaborative tools for dance. Both foundational and insightful, the essays focus on pioneering figures like Loie Fuller, Maya Deren, and Norman McLaren; on histories from Harlem and Hollywood to Brazil and Bollywood; and on themes that productively intertwine virtual bodies, framing, editing, space, race, gender, and politics. Authors from Dance Studies and related fields turn their gazes toward the way screendance can provide a liberating or controlled space, an ever-changing canvas, a democratic frontier, a site for social justice, new aesthetic pleasure, or a viral phenomenon with many meanings. Readable, rigorous, and thought-provoking, The Oxford Handbook of Screendance Studies engages popular, contemporary, traditional, and historical dance, offering wide-ranging new ways of understanding how ideas travel and can transform our lives through the “stage” of the screen.
The award will be conferred at the annual Dance Studies Association Conference at Northwestern University, August 8 – 11, 2019.
The Oxford Handbook of Screendance Studies is the first publication to offer a scholarly overview of the histories, practices, and critical and theoretical foundations of the rapidly changing landscape of screendance.
Image: Dr Johannes Riis opens the plenary session for honouring the academic career and contribution of professor Torben Grodal at the SCSMI, chaired by Dr. Stephen Prince (right corner). 5 invited speakers included in addition Ed Tan, Mette Kramer, Pia Tikka, and David Bordwell on the June 13th.
Conference presentation Pia Tikka: Enactive Virtuality: Modelling triadic epistemology of narrative co-presence
The presentation discusses the concept of enactive virtuality in terms of a triadic epistemology, in which holistic understanding is accumulated via reflecting subjective experience against its psychophysiological epiphenomena and varying narrative contexts. Film narrative can evoke strong emotional identification with the screen character, however, in a context-dependent manner. The aim is to deepen the holistic understanding of cinematic narrative in particular as simulated person-to-person encounter. Two concretising case studies of person-to-person encounter are discussed. The first setting applies conventional film as a model of life situations, while another dramatic setting assigns the viewer an enactive role when engaging with an artificial screen character. These settings are compared and analysed in terms of the mentioned triadic epistemology.
The Brain on the Screen
Invited talk on “Narrative Sense-Making – A Neurocinematic Approach” at the Max Planck Institute for Empirical Aesthetics (MPI), Frankfurt am Main, March 26, 2019.
Presentation at the Cinema of the Deutsches Filminstitut & Filmmuseum, Frankfurt am Main, Brain on the Screen public series of 4 introductory talks: Ed Vessel, Vittorio Gallese, Marie Therese Forster, and Pia Tikka.
Run Lola Run (German: Lola rennt) is a 1998 German thriller film written and directed by Tom Tykwer, and starring Franka Potente as Lola and Moritz Bleibtreu as Manni. The story follows a woman who needs to obtain 100,000 Deutsche Mark in twenty minutes to save her boyfriend’s life.
The Brain on Screen
Vier Filme – Vier Vorträge – Ein Akteur: Das menschliche Gehirn
Diese und weitere Fragen stehen im Zentrum der Film- und Vortragsreihe „The Brain on Screen“, die das Max-Planck-Institut für empirische Ästhetik gemeinsam mit dem Deutschen Filminstitut & Filmmuseum im März 2019 veranstaltet. An vier Dienstagen (5., 12., 19. und 26.03.2019) werden vier Experten jeweils eine Einführung in vier Filme geben, die aus neurowissenschaftlicher Perspektive interessant sind.
Während der anschließenden Filmvorführung hat das Publikum die Gelegenheit, hautnah mitzuerleben, wie neurowissenschaftliche Forschung zum Filmerleben aussehen kann. Wer möchte, kann Teilnehmer in einer den Film begleitenden Studie werden.
„The Brain on Screen“ bietet einen wissenschaftlichen und praktischen Einblick in ein spannendes Forschungsfeld und verwandelt das Gehirn selbst in einen Akteur.
Wenn Sie Interesse haben teilzunehmen, können Sie sich hier anmelden.
Enactive Virtuality – Conceptualizing the dynamics of narrative cognition
Date: 21 March, 2019
Time: 4:30 – 5:45 pm
Venue: AAB 905, Academic and Adminstration Building, Baptist University Road Campus, Hong Kong Baptist University, March 21, 2019.
I will introduce my concept of enactive virtuality, associated with the idea of narratives as fundamental constructs of human mind. Inspired by the approach to enactive mind by Fransisco Varela and colleagues, the concept of enactive virtuality describes the experiencing mind as a dynamical system of body, brain, and the world. The epistemic triangulation is suggested as a means of translating the concept to practice.
While audiovisual narratives have been shown to elicit very similar physiological responses in different viewers, however, individual life experiences define how the story is interpreted by each. The approach of triadic epistemology, a combination of methods from arts, social sciences, and psychophysiology allows generating integrated knowledge about how different viewers experience particular narratives. The method builds on the fundamentally pragmatist idea that no two domains of knowledge are enough to explain each other, but a third is always required to provide the interpretative angle. Therefore, understanding narrative content needs to be analyzed not only based on subjective reports of the viewers, because that is not anchored to any overall understanding, but they also need to be related to a neurophysiological repertoire of experiences. Similarly, being able to describe the neural activity data collected during the viewing of a film, it is not enough to relate it only to subjective reports of the viewers, but the observations also need to be interpreted to conventions of narrative dramaturgy and filmmaking. A selection of cases are described to clarify the concept of enactive virtuality and the proposed triadic method.
And a great aftermath of the Talk at the HKBU campus Cafe with Roger Carcia, Chianly Sze, Samantha Goh, Mette Hjort, and Eugene Birman.
Visiting the Hong Kong FILMART booth of MANY VISION film production company. Executive Producer Stephen Ma (middle) and Johnny Ho, the founders of the Hong Kong Virtual Reality Network (HKVRN) together with my hosts Samantha Goh and Chianly Sze (HKVRN and Fatbars Ltd).
Photo by Chianly Sze
Against Loneliness: Sharing with Enactive Virtual Agent
The very nature of the human species is social. Loneliness correlates with mental and physical ill-being within, for instance, the elderly, or people with disabilities, or other conditions causing reduced life-environment. Simultaneously, an increasing trend in the European lifestyle is to outsource taking care of such members of family, or in a broader scale, the society, into the hands of professional social and medical care. In the light of recent studies, loneliness can be considered a fatal condition. Loneliness reduces the ability to improve one’s life-conditions, motivation of taking care of one’s health, and affects negatively the functions of society, thereby indirectly also the European economy. As an indication of the urgency of the matter, UK has even appointed a Minister of Loneliness.
The issue dictates the need to figure out all plausible ways to fight loneliness. While human company must be the primary solution, other solutions must be considered to provide socio-emotional comfort to those who suffer of the lack of human accompaniment. An intriguing suggestion is whether technology in some form might contribute to relieve this sore issue.
Work-in-progress: Enactive Virtuality Lab, BFM, TLU (MOBTT90) in collaboration with University of Tartu (UTARTU) Estonia, University of Barcelona (UB) Spain, Interdisciplinary Center Herzliya (IDC)Israel, Fraunhofer Heinrich Hertz Institute (HHI) Germany, Sense of Space Oy (SoS) Finland, Trotzkind GmbH (TRO) Germany and Tartu Linna Pensionäride Organisatsioon “Kodukotus” (TLPO) Estonia.
Image below: Skype group session during the project in development.
Video image: A conceptual 3D sketch of the shared experience between a bed-bound elderly and an enactive virtual accompaniment in VR immersive environment. The video depicts a first-person perspective to the co-presence when addressing loneliness by means of artificial accompaniment and virtual reality technologies. Against Loneliness: Sharing with Enactive Virtual Agent, MOBTT90. The 3D art work Eeva R Tikka, 2019.
ENACTIVE MIND IN DESIGN
Lectures with video screenings, reading articles, and discussing on enactive mind and narratives; instructed/tutored hands-on enactive design exercises in small teams, analysing and reviewing created projects, demos and/or concepts.
Basic understanding on enactive mind and enactive narrative systems
Basic understanding of the use of biofeedback in enactive media design
Prof. Dr Pia Tikka, Dr. Ilkka Kosunen, School of Film, media, art and communication & Center of Excellence MEDIT, Tallinn University; Several visiting lecturers (t.b.a.)