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POLITICAL COMMUNICATIVE AGENTS 1.

PERSUASION AND COMPUTER SCIENCES

There are basically two approaches relating computer sciences


Guilherme Fráguas Nobre and persuasion: one deals with hardwired persuasive features
Communication Science-Technology Institute [14], the other deals with softwired persuasive features. The
São Paulo (SP), Brazil hardwired approach is better represented by the so-called
guilherme@comscitech.org Persuasive Technology [32], which focuses mainly on the
interface’s persuasive power. The softwired approach is
concerned rather with the theories, models, programming and
ABSTRACT evaluation of software systems designed to persuade. However,
even an interface has a degree of softwireness and vice-versa.
This article presents an overview of literature concerning the
interface between communication sciences and computer
sciences. The author reports on how persuasion has been 1.1 Persuasive Technologies
worked by artificial agents in political contexts. He introduces
the hardwired and the softwired versions of persuasive features, The study of computers as persuasive technology is named
then he presents the persuasive and nonpersuasive artificial “captology” [21]. The main idea behind captology is that
agents, and he also describes how communication theories and computer devices, systems and applications can change human
theorists have been computationally modeled. A discussion of behavior or attitude in a predetermined way. In fact, we can find
the linkage between political artifacts and artifact politics a lot of terms which are used to indicate computational power
(specially to political videogames), as well as artificial over people: computers can change, influence, promote, induce,
persuasive agents involved in politics is included. motivate, encourage, persuade and improve human behavior or
attitude. Some examples of these hardwired technologies
Keywords: communication modelling, artificial include Baby Think It Over, a computerized doll which tries to
communication, artificial communicators, robotic politicians, discourage teen pregnancy by simulating the parenthood
artificial agents politics. experience [12], Hygiene Guard, a system to induce hand-
washing after bathroom use at the workplace [32] and
Scorecard, a website that promotes environmental protection by
INTRODUCTION giving information on pollution at local level [16]. The ethics of
this persuasive technology can be verified in [4].
This paper is an overview of literature concerning the interface
between communication sciences and computer sciences. In so
doing, I wish to show how persuasion has been worked by 1.2 Computational Issues
artificial agents in a political context. Here, computers are not
only a tool or media, they are conceived as social actors as well Some authors try to model persuasion from a computational
[21]. Specifically, as artificial communicators to political point of view. They must define not only the concepts
interactions. That is why I seek computational approaches to themselves, but also the processes by which the concepts can be
communication and communicators. So, this paper looks into made computationally approachable. Hence, they need a model
the relationship between computer sciences and communication, of persuasion, a model of persuader [40], a model of persuadee,
politics and persuasion, on one hand; and artificial agents, a model of interaction, a model of environment or context and a
politics and persuasion, on the other. model of evaluation. The model of persuasion gives the object
of persuasion (behavior [59], attitude, emotional state, cognitive
This is the gist of my research on artificial agents that they are state [25], or mental state [24]). The BDI&E approach (belief-
capable of persuading people (thorough communication) about desire-intention-emotion) can be used to model both persuader
political issues. Here, the potential role to be played by and persuadee [14]. A model of interaction must consider the
communication sciences is significant, not least because dynamics of strategies and goals [48], and must be error-
persuasion is a type of communication [25]. I believe that tolerant. A model of environment is about knowledge base and
communication sciences’ theories and authors can help to cognitive aspects, but is also about social context
develop applicable computational models and systems in (commitments, authority and power). Finally, a model of
politics, for example artificial communicative agents “acting” as evaluation will show whether the persuasion was effective or
politicians. not, establishing how to measure success or failure [20].

The structure of this paper is as follows. In section 1, the


hardwired as well the softwired versions of persuasive features 2. PERSUASION AND ARTIFICIAL AGENTS
are introduced. In section 2, the artificial agents – persuasive
and non-persuasive are presented. Section 3 describes how Persuasion has been identified as a human skill, a quality of
communication theories and theorists have been intelligent and creative beings. Nonetheless, recent research
computationally modeled. In section 4, I discuss the linkage proposes advances both in the field of artificial agents (beings)
between political artifacts and artifact politics. In section 5, I and in persuasion modelling and programming. The union of
approach artificial agents involved in politics as both persuasive these two streams leads us to a new challenge: to conceive and
regular appliance and persuasive human-like feature. The last build artificial persuasive agents which interact with humans. In
sections are dedicated to remarks and conclusions. this sense, it will be necessary to model and program sociability
into those artificial agents [11], by taking into account that such
beings may get abusive.
2.1 Artificial Agents communication, given that communication modelling and
programming is still an open field to communication sciences.
Artificial agents are becoming pervasive. They are found in
shopping or entertainment environments, but also playing the
role of assistant, guide, most of the time at virtual sites. The 3.2 Multimodal-Natural Communication
basic idea is to create programs that emulate certain aspects of
human capabilities, behavior or figure in an effective way. As stated elsewhere, communication should not be restricted to
Some of these agents have some reference to the human body, words and sentences, rather it should be an activity of the whole
for example a face, arms, legs – even if they are sometimes body [55]. To communicate, agents (humans or artificial) must
depicted in a unrealistic way (eg. in cartoon [39]). Others have a use speech, gestures and the haptic; they will need their hands,
real physical body, like some robots and humanoids – even if face, legs, feet, and their gaze, head nods, eye blinking and torso
sometimes their bodies do not take a human form. These orientation; even their skin. In short, in order to communicate
hardware-software systems are created to perform tasks one needs multimodal ways of expression. But agents must also
automatically, and they are becoming increasingly autonomous, be able to couple these modalities harmoniously. Efforts are
proactive, communicative, persuasive, empathetic, adaptive, being made to make artificial-multimodal communication more
charismatic, empowered, affective. Soon, they will be creative natural, that is, more human-like [5]; but the majority of authors
as well. work with the natureness of one modality at a time, for example
text [54] or speech [47] in the language communication
modality. So, it is easier to find papers where natural is
2.2 Artificial Persuasive Agents associated with language than papers where natural is
associated with multimodal; hence it is easier to find the
Some researchers are developing artificial agents with expression natural language communication [31] than the
persuasive capabilities. In order to reach this goal such agents expression natural multimodal communication.
must, for example, understand the user’s situation and possess
an opinion about his cognitive state, reason on the effectiveness
of the messages [25], be capable of personalization and 3.3 Modelling Communication Authors
personification, become a source of trust and be socially
competent. The majority of these studies are e-commerce As far as we know, it is not usual to apply communication
related, with some exceptions in health [20] or in sociability. As theories and authors to modelling and programming computer
one might expect, their persuasive abilities are effective to the systems. I am referring to applications originating in the field of
extent that their buying recommendation was accepted [58], communication sciences. However, some efforts in this
people shifted their impression about themselves and about their direction can be found, mostly in the field of computer sciences.
partners [42] and people adjusted their attitudes and behavior Some authors referred to by Histoires des Théories de la
[29]. Some works concerned with the ethical issues of these Communication [37], are worth citing: Bourdieu, Habermas,
persuasive agents can also be found. They usually focus on how Peirce, Saussure, Shannon, Wiener. Grice [53] and Searle
to program ethical norms, reasoning and behavior in artificial deserve to be added to this list.
persuasive agents.
Habermas’ theory of meaning was applied to the Multi-Agents
Systems in [62], while his theory of communicative action was
3. COMMUNICATION AND COMPUTER SCIENCES used to avoid and/or overcome communication problems in a
cooperative documentation system in [66]. Shannon’s entropy
In computer sciences, communication has been understood as concept was proposed as a guide to discovering new drugs
synonymous with interaction, relationship, dialogue, targets in [60]. Saussure’s theory of communication was
conversation. In such a framework, it is sometimes difficult to employed to program evolving artificial agents in [63] and [67].
perceive the difference between communication and Bourdieu’s habitus theory was modelled in [61] and applied to
argumentation, rhetoric, persuasion, bargaining and artificial socially competent agents in [65]. The relevance of
recommendation. I believe that a closer cooperation between Peirce’s theory of communication to computer sciences was
communication sciences and computer sciences could both analyzed in [64]. Grice’s communication maxims were cited in
clarify and enrich some useful concepts in both fields. The several papers.
research tradition in communication sciences could help with
certain metaphors with which to develop viable models.
4. POLITICS AND COMPUTER SCIENCES

3.1 Modelling Communication Computers and other artifacts can be political in at least two
ways: they can embody the power of a person or group (S1), or
Certain authors have been working with computer simulations they can enact some sort of power for a person or group (S2).
of communication emergence and evolution [33]. Sometimes Langdon Winner alignes himself more with the first statement
they use a software simulation, at other times they prefer (S1), that is, in the embodied argument. The persuasive
physically embodied devices [43]. In any case, the computer- technology authors are better placed in the second statement
robot simulation research shows that communication arises (S2). However, even Winner’s power embodiment must have an
spontaneously and evolves to become an effective tool to solve expressive instance to achieve its goal, and even the power
particular social tasks. The most remarkable is that the systems performance via computer must present some degree of
were not at all equipped with a specific drive for embodiment (as a language, for example).
communication, this had to be learnt. This process can be called
evolutionary robotics (agents), since it is based on a biolike
algorithm – eg. Lamarkian or Darwinian. This artificial
communication could help to understand natural
4.1 Political Artifacts skeptical about this. In any case, videogames do have political
impact (8) and are capable of political persuasion too. Political
The main proposition of Winner is this: technical things have games to mobile persuasion devices are discussed in (7). The
political qualities. This means that machines, structures and games' themes are generally about elections, campaigning,
systems of a material culture can embody specific forms of parties, civil rights, public policy, and external affairs (like
power and authority, which are always the power, authority and war). Some of these videogames were cited in a political
privilege of some people over others. To Winner, some artifacts communication context (17).
can be deliberately designed to achieve a particular social effect
[56]. He defines the politics of one group or nation as the way in
which they embody their power and authority in (cultural) 5. POLITICAL ARTIFICIAL AGENTS
artifacts [57]. In consequence, one could establish a link
between the regular politics of a community and its I have been looking for embodied artificial agents which are
technological politics. This seems to be close to the Frankfurt capable of persuading people (through communication) about
School studies on communication, which regard cultural political issues. These very special political artifacts must do
products and power as bonded [37]. One may argue that this politics by themselves, so they are supposed to be autonomous
way of looking is a harder version of the hardwired features in artifact politics. As a matter of fact, they are intended to be
persuasive technology. Nonetheless, Winner’s position is politician artifacts, for example: e-politician, e-citizen, e-deputy,
critiqued in [28]. In this critique, Winner’s statement is taken as e-candidate, e-elector, e-campaign assistant. In sum,
being the political artifact. His words in and of themselves (not autonomous, intelligent, proactive, adaptive, evolving, creative,
the things referred by his words) have political qualities. I posit communicative systems that can reason, argue, bargain and
that in some way, to both authors, things, including bridges and debate about political subjects in order to persuade people are
other built artifacts, are like words. becoming more and more realistic. We can go further and
imagine androids [46] and humanoids [59] as politician
artifacts, performing emotions, humor, politeness, flattery and
4.2 Artifact Politics becoming more natural, human-like and life-like.

The use of technological artifacts in politics is not new. Press,


radio, television, telephone (including mobiles), and computers 5.1 Political Artificial Technologies
- every support or channel has been exploited as far as possible.
Nowadays you can find computer-based systems specially One special case of technological artifacts that can be used in
designed to improve one or several aspects of the political politics is the persuasive one. We are not simply referring to
relationship, for example; e-democracy, e-govern, e-party, e- simulation systems, but rather to developing multimodal
debate, e-vote, e-participation, e-citizenship. Furthermore, embodied human-like systems – as sketched in a non-specific
computers have been used for simulations in political sciences political reference in [59]. In this sense, the goal could be, for
and sociology. Thus, there are systems designed to interact example, to build artificial agents designed to persuade people
with/for people (helping and serving in political matters), and to agree with or support a particular political issue. Politics is a
systems conceived to (inter)act as people (simulating individual good application for persuasive technology because it has
and group political behavior or attitudes). For example, economies of scale, it allows personalization of abstract policy
intelligent agents are applied to simulate people participation in details, and it reduces several barriers to communication – as
virtual communities in [41]. A tool to deliver better government reasoned by [35].
via e-services for political parties is sketched in [10]. A
structure to promote informed public debate can be found in [2]. Another example of a system designed to persuade at political
Robots that simulate political ideologies and make political interaction is presented by [2, 3]. These authors programmed a
coalitions, and vote to elect a party are explored in [48]. New debate system capable of reasoning and argumentation. The
computational techniques for improving communication prototype was developed to serve (hypothetically speaking) the
between public administration and citizens and to increase UK government in its decision on whether to invade Iraq. By
citizen’s participation in the decision-making process are modelling the government’s and audiences’ points of view, the
explored in [13]. authors tried to preview and to control for all the possibilities of
the debate, the pros and cons for each argument and their
various justifications. Interestingly, any statement was able to
4.3 Political Persuasive Games be questioned – even the government’s. To counterpoint this
pro-government system, the PERSUADER generates proposals
The development of persuasive games is another excellent and tries to persuade all parties involved (not only the public),
example of technological artifacts to be applied in politics. by generating threatening arguments to convince people to
These serious games, or videogames with an agenda, seek to accept them [52].
persuade people to sign a petition, vote for a candidate, or to
participate in a campaign. Several games have been developed
to carry political messages, make political statement, bolster 5.2 Politician Agents
political campaign (9), help political parties, do political
simulations, educate voters (30), to engage voters, and to My goal has been to research political communicative agents,
persuade players on political issues and actions. Videogames meaning artificial agents with the capability to interact with and
are seen as an odd tool (49) or media (6) to explain complex persuade people about political issues through multimodal-
political concepts and processes in a fun and interactive way, natural communication. This includes, among others, embodied
and to reach the players' understand of big ideas (34) by agents trying to convince people over a wide range of political
embodying experiences of public policy or geopolitics (51) for subjects, including civil participation on city planning and
example. Some authors claim these technological artifacts can administration, electoral activism, private or public health and
persuade voters to change their minds (23), while others are health care measures, security policy, environmentally friendly
knowledge and behavior, social lies and group exchange. While To apply Habermas’ ideal speech community [18] even further,
some authors preferred to stay at a conceptual level, others tried all voices can get a hearing, even the robotic ones; the best
to use their models in a more applied sense. Possibly, the first arguments are brought to bear, including the automatically
political robot was imagined in [27], which was a robot treated ones; the only force allowed is that of a better argument,
conceived to maximize power via discussion and and persuasive technologies can calculate different forces for
argumentation. A virtual citizen was effectively used in [39] to better arguments. In sum, building artificial agents to interact
promote a political campaign to the city of Issy-les-Moulineaux. politically with people is a challenging research field.
This artificial politician was created to establish a friendly
relationship with other citizens, to persuade people to vote in
the municipal elections, and to promote citizenship and the city. CONCLUSIONS
The use of an embodied-interactive-artificial agent (capable of
expressing emotions) to persuade people to vote is a good There are already some examples of artificial agents applied to
example of this research’s potential. At a lower level of politics, but there seems to be something missing in the
technical complexity, two artificial candidates for the conceptual treatment of political aspects (with maybe an
presidential elections are related in [44]: one, Duke in United exception to [48]). Current research is understandably more
States’ 2000 election; the other, Feliciano Brasileiro in Brazil’s focused on system architecture and building – that is, the
2002 election. computational side. Understandably because almost all papers
have been originated from computational scientists and/or
departments. This problem remains when one moves to the
5.3 Politician Agents Qualities conceptual treatment of communicational aspects.
Communication is sometimes viewed as an omitted or
There is a significant number of myths concerning politicians’ presupposed variable, at other times it is only perceived as a
qualities: the general public use to think that they lie a lot, that synonym of language (natural or artificial) – take the automated
they simulate emotions and friendship, that they are ready to treatment of natural language research for example. In this
promise the best and to threat the worst, that they use humor sense, it will be better to start thinking about automated
and flattery to encourage proximity and to further trust. In this treatment of multimodal-natural communication! It is worth
sense, there is some research which could help in an eventual noting that some computer scientists pointed out the need to
effort to build a more natural artificial politician. One can find a consult previous communication research for their persuasion
computational approach to lying in [15]. These authors argue approach, e.g. see [16, 21]. Thus, it will be interesting to widen
that some situations exist where it will be understandable, this tendency by consulting more the communication sciences in
acceptable and even desirable to have a lying machine. Humor order to work with artificial communicative agents in computer
is an important way of influencing the mental state of people sciences. I believe that a political communication background,
according to [50], and there are already international scientific closely linked to the subject of this paper, could really improve
meetings dedicated specifically to computational humor (see research on political communicative agents designed to
TWLT and Humor). persuade1. Indeed it is time not only to bring Bourdieu,
Habermas and Peirce into research on artificial communicative
The use of promises and threats by persuasive computational agents, but also to bring the political communication authors
systems is treated in [26], while [52] works with computational and theories to the artificial politician agents research field.
persuasive threatening. The impact of computational flattery
and praise was studied in [22]. The remarkable finding of this
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