We’re told that the ‘relatively new’ field of digital psychology (or web psychology) is one that looks at the web from the perspective of behavioural economics and psychology. Put succinctly, it is technique of informing design through an awareness of buyer habits to ensure the best chance of securing a purchase from site visitors. Put uncharitably, it is the practice of not-so-subtly brain-washing users into becoming, well, consumers. There is an informal ‘handbook’ of digital psychological techniques, familiar to anyone who has studied HCI with a focus on UX. Timers, attractive layouts, creating the impression of scarcity, familiarity, non-trivial effort… Websites like Amazon and Booking.com use these techniques to great affect, particularly Booking.com that provides a user with real-time updates on how many users are viewing an available property at any time, how much it will cost, what others thought of it… It feels much more like an old-fashioned auction house than a typical booking site! And, speaking of auction-houses, let’s not even get started on eBay…
Well, far from decrying the evils of this hyper-advanced form of marketing-cum-gambling-cum-heroin-addiction, I want to suggest something. Something personal to me and my private life, but ultimately to do with Game Studies and and videogames specifically. If the techniques above sounded at all familiar, the methods through which online companies attract and persuade users into becoming buyers, its because many of them are the cornerstones of ‘good’ game design. There is a fine line, if there is a line at all, between the techniques applauded for creating satisfying user-interfaces and game mechanics, and those used to disable a user’s rational thought. We want users to continue playing – with the view of them having an emotional experience through the games they are playing – but at the same time, we are also co-ercing them to an extent. What I am driving at is that games ultimately use the same tools of persuasion as Amazon and Booking.com in maintaining players and driving them forward.
However, this is not what really concerns me – after all, this can’t really be helped. If we intentionally make games uninviting and difficult to use (not challenging, but intentionally counter-intuitive – and not in a fun Bennett Foddy way!) What really concerns me is the lasting psychological impact this could be having. How might a lifetime of exposure to media sharpened through the handbook of digital psychology be affecting our emotions and relationships? Spending our entire lives engaging with media that rewards expedience, creates feelings of scarcity and manipulates familiarity, how can we feel any way other than disappointed if not constantly rewarded, praised and given further opportunities to purchase and consume.
Thinking personally, after I turned 25, circumstances in my life caused me to seriously reconsider the relationships I had been in and my behaviour in them. It took me another 4 years to realise that I had essentially been playing a role-playing game with my own life. Stick with me here, we’ve all played World of Warcraft. We’ve all felt the rush of accomplishment as we rise through the first few levels, easily complete the first few quests and are rewarded with new and unfamiliar tokens and trinkets. Putting in minimal effort, we are given huge rewards. As the game progresses, of course, tasks become harder, rewards more scarce and the effort required, far, far less trivial. But, of course, many of us stick with it because we’re driven by the idea that this increase of effort and time now results in a heightened sense of consequence. We maybe only gain a level every week now, but the reward is still coming and the payoff feels even better because we worked for it (so we think). Eventually, when the level cap is reached, we look for our own rewards by joining guilds and raids. We look for rarer armour and forge conquests of our own devising – can I gain higher standing within my guild? Maybe I can, if I just stick with it?
Now I want to talk about a terrible way of conducting a relationship, by way of counter example. You fall hopelessly in love in your first few meetings. You have some common interests but importantly, this person is different from you. You want to be with them all the time and they want to be with you. Every minute spent together is a reward – some new piece of information gained that you previously didn’t know. Each milestone moment is a huge achievement – the first time you make them smile, the first time you make them laugh, the first held hand, the first hug, the first kiss, the first time you sleep together, the first time you wake up together. The milestones are achieved through non-trivial effort: texts, phone calls, small gifts, attentive conversation, improved personal hygiene and fitness. You’re putting the effort in because their are rewards to be achieved.
To be perfectly clear here, I am 100% of how horrible and one-sided this sounds. This is not a mature or even healthy way to be conducting interpersonal human relationships. Yet, I’ll be the first person to admit, this IS how I’ve conducted relationships in the past, particularly when I was a teenager and in my early twenties. I didn’t really know any better; I didn’t have a handbook on how to treat others with respect because, I didn’t really know how to treat myself with respect. And, to be clear, I don’t think either party in this relationship is actually gaining anything – they’re likely both making each other ill. I’ll return to this self-reflection but I want to continue with the example.
Then the relationship (this terrible, terrible relationship) progresses. The trickle of rewards and achievements slows down. You’ve slept together once already, so the next time is maybe not as exciting but maybe it feels a little better – that’s still something right? It’s not a milestone, but it puts a spit-shine on what you previously achieved. Your constant contact attention and affection is definitely still building towards something (you tell yourself) but you’re not sure what. Maybe moving in together? Maybe children? Maybe that’s the big reward? Maybe if I just have children, or get married, then I’ll get the best reward of all?
Then you have a fight; maybe either one of you has become a little sloppy somewhere along the line or maybe you’re trying to push some boundaries. You have a lot of fights. You start to push against each other. The relationship actually becomes worse to be in than it would be to not be in it. But you stay. You solve the problems, you apologise and make up. Because this is all building towards something; isn’t it?
Let’s be clear about a few things here: firstly, once again, this is a terrible relationship. If you suspect that you or your partner are conducting themselves in this manner in a current relationship, there needs to be discussion and possibly some intervention on the road towards psychological improvement. Secondly, let’s be clear – though it doesn’t really need to be said, because human beings are not pinata’s – there is no reward to be had. There is no end-game state to be reached in a relationship. But then, why should we not be expecting that? We’ve spent our entire lives being confronted by the idea that people fall in love an live happily ever after. Alongside this, if you’re anything like me and learned to read from videogames just as much as books, you’ve spent a lifetime pressing buttons for a sense of happiness and fulfilment. Of course you view human relationships in this way.
So, what’s to be done? Well I think the first thing that should be done is to take stock of just how much games and videogames in particular are a part of society right now. By videogames, I don’t just mean games you buy from the store with fancy cover-art and Xbox achievements. I mean anything software that gives rewards for non-trivial effort (that’s my definition of a videogame, just in case you were wondering). Facebook, Twitter, Grindr, maybe even your email client if, like me, you treat seeing 0 unread emails as an end-game state. I don’t think this is an isolated thing. Western society has gone beyond the ideas of ‘late-capitalism’ and notions of capital that Fredric Jameson envisioned. We live in a constant reward cycle. We live in a Cookie-clicker society.
The second thing I think we need to encourage is a posthuman education. We need to continuously consider ourselves as a tiny, inconsequential element of a grand machine. One that we should be trying to take care of. Along with this should come an enormous emphasis on just how much you need to treat your reality, your consciousness, your brain (whatever you call it) as a fallible, faulty and unimaginably complex relationship between chemicals and natural forces. We cannot continue encouraging the sense of entitlement and self-assuredness that fosters such a behavioural pattern that would encourage humans to treat others as a means to end.
A final thing, way down the list, and focused on games in particular, would be a part of this posthuman education. We need to continue designing games that deny rewards. Imagine if World of Warcraft suddenly told the player that there were no new experiences, no new weapons, no new raids, no new players to come to know… no lands left to conquer. Instead, your challenge was to accept what you had. To find intrinsic value in what you had seen and collected at that point. Now, I don’t mean this in the manner that Tokaido the wonderfully fun board game attempted to implement this, where you are given points for seeing sites of natural beauty (eye-roll). I mean the game simply gave you a verbal indication – this is it. You are free to wander, to look at what you have and what the world is, but there are no rewards left of any kind. Just reflect. What kind of experience would that engender? It would be hard, but the prize is possibly the most valuable one there is. An ability to be content without rewards.
Using digital psychology in this, regrettably, somewhat Marxist manner, it might become a useful counter-metric. Analysing games from the perspective of digital psychology we can ask, was this game made with ‘the handbook’ in mind? What were they trying to accomplish? And then, instead of accepting this as ‘good design’ or simply decrying the extension of the hegemony of the neo-capitalist, consumerist, whatever (Marxism bores me) we could instead ask, what impact might this game have on our psychology? Our desires in interpersonal relationships?
Just a thought.