It appears that 5 is no longer the right answer, or at least not the most accurate one. And it’s not that we are suffering from a physical mutation, in fact, it is not something new, but something that takes a new meaning because of the new tools that are part of our everyday life.<\/p>\n
Never before in human’s everyday life, has anything had so much presence as computer mice and screens, and little by little it’s being demonstrated that these tools that we use every day really become a part of us. \u201cThe person and the various parts of their brain and the mouse and the monitor are so tightly intertwined that they\u2019re just one thing\u201d. These are the conclusions of Anthony Chemero, a cognitive scientist at Franklin & Marshall College in Lancaster, Pennsylvania. In his experiment<\/a>, which confirms the theory of great german philosopher Martin Heidegger (1889-1976), it becomes clear that people don\u2019t notice familiar, functional tools, but instead \u201csee through\u201d them to a task at hand, for precisely the same reasons that one doesn\u2019t think of one\u2019s fingers while tying shoelaces. The tools are us. Parece que 5 no es la respuesta correcta a esta pregunta, o por lo menos no del todo exacta. Y no es que estemos sufriendo una mutaci\u00f3n f\u00edsica, de hecho ni siquiera es nada nuevo, sino algo que toma un nuevo significado por las nuevas herramientas que forman parte de nuestro d\u00eda a d\u00eda. It appears that 5 is no longer the right answer, or at least not the most accurate one. And it’s not that we are suffering from a physical mutation, in fact, it is not something new, but something that takes a new meaning because of the new tools that are part of our everyday life. […]<\/p>\n","protected":false},"author":1,"featured_media":1917,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandcommunication"],"_links":{"self":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/comments?post=383"}],"version-history":[{"count":1,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/383\/revisions"}],"predecessor-version":[{"id":2397,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/383\/revisions\/2397"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media\/1917"}],"wp:attachment":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media?parent=383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/categories?post=383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/tags?post=383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nThis idea that has influenced artificial intelligence and cognitive science research, but without being directly tested, probably one day, not far away, will be considered when designing a brand’s communication.
\nWe’ve all seen how when an old person uses a computer mouse they tend to look at the screen, but instead, when it’s a kid that does it, he looks at the screen naturally.
\nThanks to the agency DraftFCB we know there are 6,5 seconds that matter<\/a> when getting an audience’s attention to a brand. Thanks to the agency Bob<\/a> we know our brains are changing. And now, thanks to Anthony Chemero’s experiment, we know that the computer mouse and screen are not something between a person and a brand, but instead, an extension of the speakers of that conversation, or at least of one of them.<\/p>\n\u00bfCuantos dedos tengo en esta mano?<\/h3>\n
\nNunca antes en la vida cotidiana de los seres humanos, algo hab\u00eda estado tan presente como un rat\u00f3n o un monitor y poco a poco se va demostrando que estas herramientas que usamos a diario realmente se convierten en una parte de nosotros. “Una persona y las distintas partes de su cerebro y el rat\u00f3n y el monitor est\u00e1n tan estrechamente interrelacionadas que se convierten en una sola cosa”. Estas son las conclusiones de Anthony Chemero, cient\u00edfico cognitivo del Franklin & Marshall College (Lancaster, Pennsylvania). En su estudio<\/a>, que viene a confirmar la teor\u00eda del filosofo alem\u00e1n Martin Heidegger (1889-1976), se demuestra como las personas (o m\u00e1s bien nuestros cerebros) se funden con las herramientas que usan. “La herramienta no est\u00e1 separada de ti. Es parte de ti”. Las personas no percibimos las herramientas que usamos diariamente, al contrario vemos a trav\u00e9s de ellas, de la misma forma que no pensamos en nuestros dedos cuando nos atamos los cordones del zapato. Esta teor\u00eda que ya ha influenciado la inteligencia artificial y la investigaci\u00f3n cient\u00edfica cognitiva, y nunca antes hab\u00eda sido probada, alg\u00fan d\u00eda no muy lejano, se tendr\u00e1 en cuenta a al hora de dise\u00f1ar tambi\u00e9n los elementos que forman parte de la comunicaci\u00f3n de las marcas. Todos hemos podido ver como una persona mayor cuando utiliza un ordenador tiende a mirar el rat\u00f3n en vez de a la pantalla y como cuando lo hace un ni\u00f1o peque\u00f1o este mira a la pantalla de forma natural. Gracias a la agencia DraftFCB sabemos que 6,5 segundos<\/a> son los que separan a una marca de conseguir la atenci\u00f3n de un espectador. Y gracias a Bob<\/a> sabemos que nuestro cerebro est\u00e1 cambiando. Ahora tambi\u00e9n, gracias al estudio de Anthony Chemero, sabemos que el rat\u00f3n y el monitor no es algo que est\u00e1 entre una persona y una marca, sino una prolongaci\u00f3n de los interlocutores en esa conversaci\u00f3n o por lo menos de uno de ellos.<\/p>\n","protected":false},"excerpt":{"rendered":"