SOCIALIZING CONSISTENCY - Human-Computer Interaction and Management Information Systems: Foundations - page 361

A striking aspect of these studies is that all of the users in the studies vehemently denied that
they thought of the computers as having a gender. An even more striking aspect is that all of the
participants said that even if they did attribute gender to the computers, it wouldn't matter: after
all, they said, they don't believe or follow any stereotypes! (Nass and Brave, 2005)
Designing for Gender Stereotypes
Gender stereotyping is so powerful in shaping the human experience that it plays out not only in
the world of humans interacting with humans, but also in the world of humans interacting with
computers. Sometimes gender matching across various aspects of computers interfaces and content
may make one's interface seem more credible and likeable in many situations, but the larger soci-
etal implications of perpetuating gender stereotypes must be balanced against mindless gender-
matching of all media and content (Friedman, 1999; Friedman et al., 2005). Media portrayals of
gender stereotypes, such as those found in television programming, can and do create and sustain
gender stereotypes (Gerbner et al., 1986). Computer media portrayals of gender stereotypes are
perhaps even more problematic and societally risky. First of all, there is some suggestion that peo-
ple reduce their time spent in interpersonal interactions as computer and Web use increases (Nie
and Hillygus, 2002). This means that users will be less exposed to stereotype-challenging behav-
ior (since actual people are more likely to challenge stereotypes than computer characters).
Second, the social interactivity of computing might heighten the likelihood of people drawing con-
clusions about social life from computers, as compared to the more passive medium of television;
this effect can be compounded because computer use also draws time away from television use
(Nie and Hillygus, 2002). Finally, the diversity of computer software and the Web as compared to
television or even real life might mean that computer-based stereotypes may play out over a wider
range of activities than other social activities, further instantiating the stereotypes.
Technology provides a wonderful opportunity to overthrow gender stereotypes in the minds of
users. While it might be difficult to rapidly increase the number of female employees in stereotypi-
cally male positions in various careers (or vice versa), it is very easy to give female voices to all of
the content delivery software for top-down business directives, information technology support, or
other stereotypically male positions by simply hiring voice talents of the desired gender or manipu-
lating the parameters of the synthetic voice. Similarly, one could use a male voice reading off rou-
tine instructions for a new tutorial on timecard-stamping software to create a balancing force against
gender stereotypes.
Just as people bring gender expectations to technology, they can draw gender expectations from
technology (Nass and Brave, 2005). By “staffing” business software with gendered voices that
counter stereotypes, people are likely to draw the conclusion that people of both genders “belong”
in all jobs and in all points in the organizational hierarchy (Gerbner et al., 1986). The key point is
that designers of computer interfaces must make value sensitive design decisions (Friedman, 1999)
that recognize that the stakeholders in design decisions (Friedman, 1999) are not simply the owners
of the company that produces the software but people in the larger society as well.
ETHNICITY: MORE THAN JUST SKIN DEEP
When two strangers meet, the question “Where are you from?” is asked very early in the conversa-
tion (Nass and Brave, 2005). There are two socially motivated reasons for asking this question. First,
the answer provides an opportunity to find “common ground” (Clark, 1996, Chapter 4; Stalnaker,
1978), that is, shared knowledge and beliefs (Clark, 1996). Places are particularly fruitful bases for