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Bond displays ‘regressive nostalgia’ can freeze a model’s long term

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Bond displays ‘regressive nostalgia’ can freeze a model’s long term


movie theater
Credit score: Unsplash/CC0 Public Area

Tremendous-spy James Bond is a primary instance of ‘regressive nostalgia’, highlighting how positive client teams dangle to idealized previous variations of manufacturers and withstand makes an attempt to transport with the days, a brand new find out about finds.

Researchers tested the James Bond film franchise—a cultural icon for over 70 years—and came upon that some ‘super-consumers’ react negatively to trendy portrayals of the fictitious British undercover agent that mirror fresh societal values.

Whilst dependable to the emblem, those shoppers desire conventional, extra exclusionary, variations of Bond which maximum intently apply writer Ian Fleming’s unique Fifties and Nineteen Sixties imaginative and prescient—characterised as an boastful, misogynistic, and racist Imperial British male.

Publishing their findings 17 October in Global Magazine of Analysis in Advertising, client habits mavens from the College of Birmingham and ESCP Industry Faculty, London notice that regressive nostalgia is characterised by way of a desire for racial and cultural purity and heroic masculinity. The phenomenon harbors exclusionary and competitive dispositions that pose vital threats to manufacturers.

The researchers have, due to this fact, produced a toolkit to assist marketeers protect their model’s fresh positioning from the unfavourable connotations related to this type of nostalgia—permitting manufacturers to conform with out alienating their core client base.

Finola Kerrigan, Professor of Advertising on the College of Birmingham, commented, “The James Bond franchise is an ideal instance of the way ‘regressive nostalgia’ manifests. Whilst the emblem has effectively tailored to converting instances, a small however disproportionally vocal a part of its fanbase is anchored prior to now, highlighting the desire for cautious model control.

“Those ‘super-consumers’ dangle to Ian Fleming’s characterization of Bond and the length all over which the novels have been written to justify their nostalgia. They actively withstand makes an attempt to modernize the franchise, pushing aside as ‘woke nonsense’ contemporary films similar to No Time to Die.”

Chloe Preece, Professor of Advertising, ESCP Industry Faculty, London notes that those super-consumers view Bond as a heroic, white, male icon offering a ‘secure house’ for the ones feeling threatened by way of fresh dialogue about making a extra inclusive society. The nature’s ‘man-of-action’ personality lets in this staff of most commonly male shoppers to spot with the secret agent’s ‘heroic masculinity’ in line with his skill to sleep with the ‘Bond ladies.’

Whilst the find out about specializes in the Bond franchise, the researchers establish parallels with different teams’ appropriation of name sources and associating them with anti-social reasons.

“Manufacturers use nostalgia to connect to shoppers—delighting and captivating their buyer base whilst connecting them to others—however this makes nostalgia doubtlessly bad in drawing shoppers to the previous, when it creates a way of loss combining a liked previous and a despised provide,” stated impartial pupil Dr. Daragh O’Reilly.

“As a way to decrease the unfavourable have an effect on of regressive nostalgia, it is necessary that the emblem does now not pander to the nostalgia displayed by way of a minority of super-consumers. Logo stewards should now not be swayed by way of those loud voices and turn out to be exclusionary.”

The researchers notice that marketeers will have to be alert to the chance posed by way of regressive nostalgia and feature devised toolkit comprising of a sequence of inquiries to assist model managers assess the extent of risk.

Additional information:
Chloe Preece et al, Theorizing regressive nostalgia: Figuring out exclusionary shoppers as a model risk, Global Magazine of Analysis in Advertising (2024). DOI: 10.1016/j.ijresmar.2024.09.006

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License to cool: Bond displays ‘regressive nostalgia’ can freeze a model’s long term (2024, October 17)
retrieved 17 October 2024
from https://phys.org/information/2024-10-chill-bond-regressive-nostalgia-brand.html

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People sympathize with, and offer protection to, AI bots from playtime exclusion, reveals learn about

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People sympathize with, and offer protection to, AI bots from playtime exclusion, reveals learn about


Humans sympathize with, and protect, AI bots from playtime exclusion, finds study
Screenshots of Cyberball’s (a) duvet tale and (b) sport interface. Credit score: Human Conduct and Rising Applied sciences (2024). DOI: 10.1155/2024/8864909

In an Imperial Faculty London learn about, people displayed sympathy against and secure AI bots who have been excluded from playtime. The researchers say the learn about, which used a digital ball sport, highlights people’ tendency to regard AI brokers as social beings—a bent that are meant to be thought to be when designing AI bots.

The learn about is revealed in Human Conduct and Rising Applied sciences.

Lead creator Jianan Zhou, from Imperial’s Dyson College of Design Engineering, stated, “This can be a distinctive perception into how people have interaction with AI, with thrilling implications for his or her design and our psychology.”

Individuals are more and more required to engage with AI digital brokers when having access to services and products, and plenty of additionally use them as partners for social interplay. Then again, those findings recommend that builders will have to steer clear of designing brokers as overly human-like.

Senior creator Dr. Nejra van Zalk, additionally from Imperial’s Dyson College of Design Engineering, stated, “A small however expanding frame of study displays conflicting findings relating to whether or not people deal with AI digital brokers as social beings. This raises essential questions on how other people understand and have interaction with those brokers.

“Our effects display that individuals tended to regard AI digital brokers as social beings, as a result of they attempted to incorporate them into the ball-tossing sport in the event that they felt the AI used to be being excluded. That is commonplace in human-to-human interactions, and our individuals confirmed the similar tendency although they knew they have been tossing a ball to a digital agent. Curiously, this impact used to be more potent within the older individuals.”

Other folks do not like ostracism—even towards AI

Feeling empathy and taking corrective motion in opposition to unfairness is one thing maximum people seem hardwired to do. Prior research no longer involving AI discovered that individuals tended to catch up on ostracized objectives by means of tossing the ball to them extra incessantly, and that individuals additionally tended to dislike the culprit of exclusionary conduct whilst feeling choice and sympathy against the objective.

To hold out the learn about, the researchers checked out how 244 human individuals spoke back once they seen an AI digital agent being excluded from play by means of every other human in a sport referred to as “Cyberball,” wherein gamers cross a digital ball to one another on-screen. The individuals have been elderly between 18 and 62.

In some video games, the non-participant human threw the ball an excellent choice of instances to the bot, and in others, the non-participant human blatantly excluded the bot by means of throwing the ball most effective to the player.

Individuals have been seen and due to this fact surveyed for his or her reactions to check whether or not they liked throwing the ball to the bot after it used to be handled unfairly, and why.

They discovered that as a rule, the individuals attempted to rectify the bias against the bot by means of favoring throwing the ball to the bot. Older individuals have been much more likely to understand unfairness.

Human warning

The researchers say that as AI digital brokers develop into extra fashionable in collaborative duties, larger engagement with people may building up our familiarity and cause automated processing. This could imply customers would most likely intuitively come with digital brokers as genuine workforce participants and interact with them socially.

This, they are saying, will also be a bonus for paintings collaboration however could be relating to the place digital brokers are used as pals to switch human relationships, or as advisors on bodily or psychological well being.

Jianan stated, “By means of fending off designing overly human-like brokers, builders may assist other people distinguish between digital and genuine interplay. They might additionally tailor their design for particular age levels, as an example, by means of accounting for a way our various human traits have an effect on our belief.”

The researchers indicate that Cyberball may no longer constitute how people have interaction in real-life eventualities, which in most cases happen thru written or spoken language with chatbots or voice assistants. This may have conflicted with some individuals’ person expectancies and raised emotions of strangeness, affecting their responses right through the experiment.

Subsequently, they’re now designing an identical experiments the usage of face-to-face conversations with brokers in various contexts, equivalent to within the lab or extra informal settings. This manner, they may be able to take a look at how some distance their findings lengthen.

Additional info:
Jianan Zhou et al, People Mindlessly Deal with AI Digital Brokers as Social Beings, however This Tendency Diminishes A number of the Younger: Proof From a Cyberball Experiment, Human Conduct and Rising Applied sciences (2024). DOI: 10.1155/2024/8864909

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People sympathize with, and offer protection to, AI bots from playtime exclusion, reveals learn about (2024, October 17)
retrieved 17 October 2024
from https://techxplore.com/information/2024-10-humans-sympathize-ai-bots-playtime.html

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Onboard wifi is current frontline in airline pageant

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Onboard wifi is current frontline in airline pageant


Delta, United, Japan Airlines and Air France: global airlines are competing to provide the best online connections
Delta, United, Japan Airways and Air France: world airways are competing to give you the absolute best on-line connections.

Unfastened onboard wifi has develop into the most recent battleground between the arena’s main airways because the as soon as dear and unreliable carrier in spite of everything delivers high quality related to being at house.

Delta, United, Japan Airways, Air France and different world carriers have in contemporary weeks sought to outdo every different with competing bulletins concerning the arrival or extension of onboard connectivity.

And in sharp distinction to the rising apply of charging passengers for products and services that have been as soon as incorporated within the price ticket value—reminiscent of checking luggage or settling on seats—the airways are most commonly promising that their high-speed wifi is unfastened.

Fabien Pelous, head of shopper revel in at Air France, stated the airline’s plan to introduce unfastened wifi in 2025 will probably be a qualitative leap for shoppers, admitting that the carrier previously “used to be no longer adequate”.

“We appeared on the state of the marketplace, and there are new avid gamers, together with Starlink, whose current applied sciences be offering web high quality which is sort of similar to being at house,” Pelous informed AFP.

The primary experiments started in 2004 with Boeing and Lufthansa, and because then corporations reminiscent of ViaSat, Panasonic and Thales have evolved merchandise that now equip loads of planes.

Low-orbit satellite tv for pc constellations reminiscent of Starlink have been “a recreation changer”, stated Seth Miller, proprietor of PaxEx, a website online that covers industry commute.

Elon Musk’s Starlink already outfits planes of Hawaiian Airways and US home service JSX.

Whilst vintage telecommunication satellites orbit as excessive as 35,000 kilometres from earth, constellation satellites are at simply 600 kilometres altitude, a great deal decreasing latency and making an allowance for video streaming.

“We can not be dependent at the film possible choices of airways, we’re going to have the ability to get right of entry to Amazon High or Netflix,” stated Paul Chiambaretto, professor of business plan at Montpellier Trade Faculty.

And for the carriers, “no longer simply making it unfastened, but in addition ensuring it is a excellent answer, is type of the Holy Grail” relating to shopper pleasure and loyalty, stated PaxEx’s Miller.

How ‘unfastened’?

Then again, “unfastened” is also relative, stated Joe Chief, director basic of the Airline Passenger Enjoy Affiliation.

Delta, United and Air France are best providing unfastened high-speed wifi to participants in their loyalty techniques. Signing up prices not anything, however the wifi be offering supplies new advertising and marketing alternatives.

“Our pals at Delta (have) publicly mentioned that for each and every 8 new sign-ups for the Delta SkyMiles program, a kind of passengers gets the Delta SkyMiles bank card,” Chief stated.

“Successfully, the addition of 8 items of information after which one new paying buyer that will get truly introduced into the Delta loyalty program by way of the bank card greater than can pay for the wifi for the opposite seven passengers.”

As some shoppers would possibly want not to enroll, Apex advises airways to proceed providing paying choices for passengers who would possibly not need to percentage their knowledge in alternate for being hooked up.

For Air France, putting in Starlink’s wifi on greater than 220 planes will take time and can value “tens of hundreds of thousands of euros”, stated Pelous, however aligns with its positioning as a high-end service.

“I’m satisfied that during 3 to 4 years, nobody will take into account that when we didn’t have applicable connections aboard planes,” he stated.

Cabin decorum

Onboard broadband items new demanding situations for airways and flight attendants, who have already got to deal with every now and then unruly passengers.

“We do not need to spend 12 hours of a transoceanic flight subsequent to somebody on Skype,” stated Chiambaretto. “After which there also are many passengers who’re more than pleased to be disconnected all over a flight.”

Chief consents that airways want to in finding the precise stability.

They “want to make certain that we deal with etiquette and decorum within the sky reasonably than letting it develop into a brand new Wild West of connectivity and speaking,” he stated.

© 2024 AFP

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Onboard wifi is current frontline in airline pageant (2024, October 17)
retrieved 17 October 2024
from https://techxplore.com/information/2024-10-onboard-wifi-latest-frontline-airline.html

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Synthetic nests enhance penguin breeding achievement, however there is not any one-size-fits-all design

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Synthetic nests enhance penguin breeding achievement, however there is not any one-size-fits-all design


Artificial nests boost penguin breeding success, but there's no one-size-fits-all design
African Penguin & double-layered ceramic man made nest. Credit score: Lorien Pichegru

Synthetic nests can enhance the breeding achievement of endangered African penguins, however other designs are more practical at other colonies, in line with a find out about via a global crew of researchers from South Africa and the United Kingdom. The findings are printed in Ecological Answers and Proof.

A brand new find out about, led via researchers at Nelson Mandela College, which monitored the breeding achievement of African penguins for 12 years throughout South Africa has discovered that man made nests outperformed herbal nests and greater breeding output via 16.5%.

Alternatively, the researchers additionally came upon that no unmarried taste of synthetic nest used to be probably the greatest throughout penguin colonies, with every kind having strengths and weaknesses. The newly designed, double layered ceramic nests had been typically probably the greatest form of nest in comparison to previous designs, however this used to be no longer common.

Professor Lorien Pichegru, on the Institute for Coastal and Marine Analysis, Nelson Mandela College, and lead researcher mentioned, “One of the best designs of synthetic nests had been colony-specific, with other colonies dealing with other threats.

“Penguins at land colonies reminiscent of Boulders Seaside face threats from mammals, while penguins at colonies devoid of crops reminiscent of Chicken Island face solar publicity. Other man made nest designs had been extra fitted to responding to other threats.”

The effects display that man made nests can also be an efficient conservation measure for African penguins, however as a result of there isn’t any one-size-fits all design, colony-specific conservation methods are required.

The continuing decline in African penguin numbers signifies that additional conservation motion is wanted past man made nests, essentially via expanding meals availability.

“The primary reasons of the new decline in African penguin numbers are deficient meals availability, oil spills, underwater noise air pollution and predation,” defined Professor Pichegru. “Biologically significant fishing exclusion zones round their main colonies are urgently wanted.”

African penguins are one of the crucial threatened seabird species globally and face an especially top probability of changing into extinct. Populations have declined via 90% within the final 70 years to round 8,500 breeding pairs.

To fight a loss of nesting habitat for those burrowing seabirds, which leaves them liable to predators and excessive climate, man made nests were deployed at more than a few colonies in South Africa for over 30 years.

On this find out about, the researchers appeared on the breeding achievement of African penguins over a 12-year duration on the 8 biggest African Penguin colonies in South Africa. The researchers checked each herbal nests and 4 kinds of man made nests weekly from when eggs had been laid till chick fledgling or nest failure.

The unreal nests integrated the newly designed ceramic nests that have slanted roofs and 5cm airgap between layers, A-framed pine plywood nests (the oldest design), cement nests manufactured from a mix of fiberglass and cement, and fiberglass burrows which mimic the form of herbal penguin burrows.

The researchers warn that breeding achievement in herbal nests can have been somewhat underestimated within the find out about because of the logistical demanding situations of tracking them. Herbal nests monitored for breeding achievement are steadily selected in available spaces to scale back disturbance and subsequently can also be extra uncovered to climate and predators.

“We additionally were not at all times in a position to apply the destiny of particular person birds or breeding pairs intently over more than one years on this find out about,” mentioned Dr. Richard Sherley, a co-author from the College of Exeter.

“That suggests we will’t ensure that how a lot of the ease we measured comes from the ‘easiest’ penguins actively opting for to reproduce in man made nests. So, it will additionally lend a hand conservation technique if shall we perceive what makes a synthetic nest horny to penguins or no longer,” he added.

Professor Pichegru agreed that long term analysis on this space may make man made nest designs much more efficient. “Figuring out the mechanisms in which man made nests strengthen breeding achievement at other colonies may lend a hand to strengthen long term man made nest designs. As an example, is it advanced coverage from predators, is it lower warmth rather a lot on eggs or one thing else?”

Additional information:
L. Pichegru et al, Many years of synthetic nests in opposition to African penguin conservation—Have they made a distinction?, Ecological Answers and Proof (2024). DOI: 10.1002/2688-8319.12388

Quotation:
Synthetic nests enhance penguin breeding achievement, however there is not any one-size-fits-all design (2024, October 17)
retrieved 17 October 2024
from https://phys.org/information/2024-10-artificial-boost-penguin-success-size.html

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Toyota joins with Hyundai’s Boston Dynamics on AI-powered robots

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Toyota joins with Hyundai’s Boston Dynamics on AI-powered robots


ai robot
Credit score: Unsplash/CC0 Public Area

Toyota Motor Corp.’s analysis unit and Hyundai Motor Co.’s Boston Dynamics are becoming a member of forces to hurry up building of humanoid robots with synthetic intelligence.

The partnership will pair Toyota Analysis Institute’s experience in massive conduct style studying for machines with Boston Dynamics’ humanoid Atlas robotic, they stated Wednesday. Boston-based groups from TRI and Boston Dynamics will habits analysis on use instances for AI-trained robots in spaces equivalent to human-robot interplay, they stated.

Toyota has stated it is made a step forward with AI in educating robots to be told and Boston Dynamics, which used to be purchased by way of Hyundai in 2020, has had business luck with its robot guard canine and a cell robot arm for re-stocking warehouses.

Their collaboration comes as a possible problem to different good bot techniques such because the Optimus robotic showcased remaining week by way of rival Tesla Inc. Quite a few humanoid robotic startups also are attracting consideration—and billions of greenbacks in capital.

The cooperation between Toyota and Boston Dynamics will center of attention on basic analysis with an eye fixed towards eventual business use, however executives on the firms declined to specify a timeline or divulge their budgets for the undertaking.

“This type of generation has super promise for the longer term,” Gill Pratt, Toyota’s leader scientist, stated in an interview. “The paintings that we are doing in generative AI generally is a super supplement to the type of paintings that Boston Dynamics has completed.”

Pratt stated {that a} objective is to ultimately carry robots onto manufacturing unit meeting strains and into houses for elder care.

Carmakers had been at the forefront of efforts to automate extra meeting line processes to trim exertions prices and bolster employee protection. The car trade deploys extra robots in factories globally than some other trade, with about one-quarter of recent installations in 2023, consistent with the Frankfurt-based World Federation of Robotics.

The dexterity of Boston Dynamics robots paired with Toyota’s behavioral technology is a key differentiator with different firms’ efforts to construct good robots, Aaron Saunders, Boston Dynamics’ leader generation officer, advised Bloomberg.

“That is going to set the level to ship at the promise that numerous individuals are making at the moment in bringing humanoid robots out to the sector at scale,” he stated.

Saunders stated Boston Dynamics plans to deploy humanoid robots with narrowly-focused duties in Hyundai factories “within the coming years” whilst it pursues analysis with Toyota at the longer-term goal of AI-enabled, multi-tasking robots.

Hyundai, which already has a pilot program with Boston Dynamics generation at a Kia emblem automobile plant in South Korea, purchased a controlling 80% stake within the corporate from Japan’s SoftBank Staff Corp., which retained the remaining.

Generative AI holds the promise of permitting robots to undertake new talent units extra temporarily in accordance with realized conduct. Just like digital help techniques equivalent to ChatGPT have developed from massive language fashions, massive behavioral fashions are getting used to program robots.

Toyota Analysis Institute’s development in what is referred to as diffusion coverage has demonstrated a unmarried AI methodology can be utilized to show a robotic to do quite a lot of particular person duties. Its subsequent analysis center of attention comes to growing massive conduct fashions to permit a robotic to be told many duties concurrently.

The objective is for a robotic programmed to overcome eggs to additionally be capable to maintain any choice of different issues, like folding a blouse, stated Russ Tedrake, an MIT professor and TRI’s head of robotics analysis.

“We are smartly on our approach on that,” Tedrake stated. “It is one thing we are operating in no time on, very aggressively on, in looking to display that new capacity.”

2024 Bloomberg L.P. Disbursed by way of Tribune Content material Company, LLC.

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Toyota joins with Hyundai’s Boston Dynamics on AI-powered robots (2024, October 17)
retrieved 17 October 2024
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