Influence in Immersive VR
Subliminal influence is information that we take in so quickly and so subtly that it is only processed on a subconscious level. Subliminal, meaning “existing or operating below the threshold of consciousness“.The issue behind subliminal influence is that it lends itself to the occurrence of manipulating an individual into purchasing or believing something without their conscious consent, (impulse buying).
For example, in the late 1950s a researcher named James Vicary inserted very brief (1/3000th of a second) flashes of “eat popcorn“ and “drink Coca-Cola“ into a movie, occurring in only a single frame, viewers were not consciously aware of the words that appeared on the screen (Love, 2011). Although a good example of how one might use subliminal messaging, the Vicary experiment was later shown to be a hoax, and to this day the efficacy of subliminal messages is considered controversial. Even though some countries and organizations ban their use (Federal Communications Commissions in 1974).Even though subliminal messaging is not yet widely accepted as real or true. Product placement is and the effects are real, otherwise advertising has no value. (see Superbowl ad costs) , as we continue to learn more about the inner works and scope of human consciousness, an array of VR research will coalesce soon that will force us to revisit this phenomena with a fresh lens.Look closely at this image, that many would just skim past and not realize the influence it may have on you. ;-) In the future this may be a 360 image or video for VR viewing
The need for consent should be addressed in those technologies, if the goal is to develop a mutually beneficial dynamic between content Creator and VR viewer. The chances for a those relationships is removed when being manipulated subliminally, due to lack of awareness of One of the participants. To enter into any type of genuinely mutual relationship, both parties must be made to be aware,. If not it can be said that defenses are being bypassed, and in some cases hijacked, making it unlikely that it benefits both members. Sensory Hijacking is the CORE of Virtual Reality Immersion, so it should come as no surprise that subconscious manipulation will become an integral part of VR.
Awareness, in this case alters the dynamic. It provides the opportunity for you to defend or attempt counter manipulation (reciprocal) to protect yourself. Subliminal messaging, the process of which the conscious filter is sidestepped, is inherently non-consensual, and for this reason is banned in some countries such as Britain and Australia.Learn more about influence by watching this movie.
In the United States, it is permissible to use Subliminal influence. However the Federal Communications Commission holds the right to revoke a company’s broadcast license if “subliminal techniques” are proven (Dane, et al).An inherently difficult thing to prove, this can be a challenging process , that this type of information is intentionally designed to be processed on a level below your awareness. Proving its effects and harm is even more difficult. We need more research in the way in which we process information, and all of the many source and factors that contribute to our decisions. So that we can understand how subliminal influences are more subversive than we are treating them and should increase regulation accordingly. This regulation should be directly applied to Virtual Environments, BEFORE mass market adoption of the technology.
The ability to augment reality, and create virtual worlds (even copying/capturing “the real one” with 360 cameras) will offer tools and much insight into the workings of subliminal messages. (Especially with gaze tracking software)Companies developing AR will also highly value where you look (gaze tracking), what interests you and what triggers you subconsciously. They will most likely take advantage of the immersiveness of 360 video and the untold opportunities of product placement and sensory manipulation. It makes sense for us to start research and discussions on these developments Today.