The embodied cognition of Tesco's gendered toys

 

Tesco got in trouble on the internet last week for having toy chemistry sets labelled as being for boys, not girls in their online store. There's a lot of noise about how inappropriate all this gender labelling is (and rightly so - it's everywhere and it's awful). Lots of potential customers are being very annoyed all over Twitter: so why does Tesco do this? Why is this sort of thing so very common? Oddly, I think an embodied task analysis (using our 4 questions which we describe in our Frontiers paper) might shed some light on this question, while also perhaps serving as an accessible example of what it is we're up to with our work.

The thing that got me thinking was this: a Tesco spokesperson said on Twitter that “Toy signage is currently based on research and how our customers tell us they like to shop in our stores”. No one believed them, with replies ranging from 'what kind of research' to the less useful but more common 'I would never tell you to do this so what the hell?'. I think they are telling the truth, and I think their behaviour can be readily explained using our four key questions. More importantly, I think it reveals how we can change Tesco's behaviour, and the answer means knowing about the extended system from which that behaviour emerges.

The Information Available in Pictures

I've become fascinated with the problem of pictures and how they relate to the things they are pictures of. One reason is the regular use of pictures of objects to study how the affordances of those objects might ground cognition; this, I think, is a major problem. 

A more positive reason is that, like language, pictures contain information about something they themselves are not (see Sabrina's information taxonomy). I have a hunch that an ecological study of picture perception might help guide an ecological study of language, because the former can take more direct advantage of the work already done about how we perceive meaning in events via ecological laws but then act as a bridge, a point along the way to the conventional world of language meaning.

Finally, the topic seems to be woefully understudied in the ecological approach. There is some, however. In the comments section on my rant about using pictures to study affordances, I was pointed to the work of John Kennedy (a Gibson student, now emeritus at the University of Toronto). I have downloaded his 1974 book, 'A Psychology of Picture Perception' and am working my way through it. Matthieu de Wit then linked me to an archive of a discussion, in papers, between Gibson and Ernst Gombrich about picture perception. I thought I'd start with Gibson (1971), The Information Available in Pictures, to begin to sketch out what we know and what we don't.

The current question at hand is, can pictures provide the same information about the things they depict?

Embodied cognition in practice - some thoughts and an open invitation

Since our Frontiers paper on embodied cognition came out, Sabrina and I have been giving talks and fielding questions in emails about what we're trying to achieve. People first ask us 'why should we do this?' and the answer, from the paper, is because it works really really well. Research in this field has produced extremely powerful explanations of behaviours with extraordinary predictive power; no more small effect sizes plus a successful research programme for as long as you want to run it! What more reason could you need?

The question we then get from people who have become interested in using what we've done is 'How can I apply this approach to my research?'. The paper itself describes four key questions that we think are critical for guiding good experimental practice in psychology and cognitive science:

1. What is the task to be solved?
2. What are the resources available to solve the task?
3. How might these resources be assembled so as to actually solve the task?
4. Does the organism actually do what your described in 3?

We think this is really just good practice. The basic question in psychology is 'why did a person behave like this rather than like that?' and answering this means figuring out what the task is, from the point of view of the person doing the behaviour. We think these questions will help keep psychologists on the right track, and not get distracted by hypothetical mental entities like theory of mind and object concepts until the evidence demands them. 

We give two examples of this method in practice (the outfielder problem and the dynamical systems model of the A-not-B error), but people are still left wondering how to apply this to their niche. We want to help here; obviously we want people to start working this way and also we want people across a variety of topics to start working this way, so we can finally start accumulating some results outside of perception and action type tasks. 

I want to do two things with this post

1. I want to describe the mindset you'll have to get into to start doing embodied cognition in your field, which I hope might make our steps and our examples make a little more sense.
2. I want to open an invitation to people to post questions in the comments. We're busy and so I can't promise an immediate response, but if you have a task and you want to start thinking about it from our embodied perspective, post a comment with some details and we'll see what we can do to help.

Bojana Danilovic, the woman who sees the world upside down

I came across an utterly fascinating case study on Twitter the other day (via Mo Costandi; see this video too):

Rare brain condition leaves woman seeing world upside down
Bojana Danilovic has what you might call a unique worldview. Due to a rare condition, she sees everything upside down, all the time.

The 28-year-old Serbian council employee uses an upside down monitor at work and relaxes at home in front of an upside down television stacked on top of the normal one that the rest of her family watches.

"It may look incredible to other people but to me it's completely normal," Danilovic told local newspaper Blic.

"I was born that way. It's just the way I see the world."

Experts from Harvard University and the Massachusetts Institute of Technology have been consulted after local doctors were flummoxed by the extremely unusual condition.

They say she is suffering from a neurological syndrome called "spatial orientation phenomenon," Blic reports.

"They say my eyes see the images the right way up but my brain changes them," Danilovic said.

"But they don't really seem to know exactly how it happens, just that it does and where it happens in my brain.

"They told me they've seen the case histories of some people who write the way I see, but never someone quite like me."

A taxonomy of information

Over the past several months I've been thinking about how perception falls within a hierarchy of types of information use. This was spurred by my ideas about an ecological approach to language, in which perceptual information and linguistic information are distinguished on the basis of the relationship between event structure and meaning. As part of this work, I defined perception as the apprehension of structure in an energy array where 1) the structure is specific to an event or property in the world, 2) where the meaning of the structure (for that organism in that task) is about that event or property (i.e., a dog's bark is about the event of a barking dog), and 3) where the meaning of the structure must be learned (or, more correctly, where an organism must learn how to coordinate action with respect to this structure). I arrived at this definition because it seemed to capture the ecological approach to perception and because it makes it obvious how perceptual information and linguistic information differ (also because I am crazy-obsessive about definitions).

The affordances of objects and pictures of those objects

People interested in how perception and action affect cognition have begun talking about affordances. This should be great news; the ecological approach suggests that affordances are the properties of the world that we perceive that enable us to control our actions, so if you are interested in how action can ground, say, memory or language, then discussing affordances should enable real progress.

The term 'affordance', however, is a technical term, and it refers to very particular properties of an organism's environment. There are methods for experimentally identifying exactly how these properties are composed, and there are methods for testing our perception of them. If you aren't using these methods, and if you aren't using the term correctly, then you aren't studying affordances.

'Embodied Cognition Is Not What You Think It Is' - the paper!

Whoops, we did it again - a paper based on the blog! This time we are in press at Frontiers in Psychology, in a Research Topic on embodied cognition, with a paper we somehow got away with calling 'Embodied Cognition is Not What You Think It Is'. 

This paper draws from a lot of posts on the blog on embodied cognition, perception-action and language. We have used this opportunity to tackle some key issues head on, and we like this paper a lot :) We cover all the important issues and we set up what we think is the way forwards for embodied cognitive science. In addition, it sets up the ground work that we want to build on with our own Research Topic on Radical Embodied Cognitive Neuroscience. We've laid out what we think is the task facing the brain; this is what the brain is engaging with, and so this is what we think neuroscience needs to work with in order to understand what the brain is doing.

It's the kind of paper that will either land with a splash or vanish without trace. We want it to make some serious waves, and we're hoping that we can encourage people to publish free Commentaries on it at Frontiers, to challenge us or pick up our challenges, and, most fun for all, to come work with us to take all this forwards! We want this to be the basis of an empirical research programme and we want you all to work with us on it :) At the very least, feel free to pepper us with questions; this paper is the start of something for us, not the end and we're interested in the response to this paper to frame the next step.