WI/IAT Joint Keynote, Silicon Valley, USA, 2007 The Challenge of Cultural The Challenge of Cultural Modeling for Inferring Modeling for Inferring Intentions and Behavior Intentions and Behavior Eugene Santos Jr. Eugene Santos Jr. Thayer School of Engineering Thayer School of Engineering Dartmouth College Dartmouth College Eugene.Santos.Jr@dartmouth.edu Eugene.Santos.Jr@dartmouth.edu November 12, 2007 Distributed Information and Intelligence Dartmouth College Analysis Group (DI 2 AG) 1
Do we need to “ “soft soft- -stuff stuff” ”? ? Do we need to � What is culture? What is the What is culture? What is the “ “soft soft- -stuff stuff” ”? What ? What � is the “ “human human- -factor factor” ”? ? is the � How does the psychological, social, political, How does the psychological, social, political, � philosophical beliefs or systems of humans and philosophical beliefs or systems of humans and human organizations affect decision- -making? making? human organizations affect decision � How do we quantify the How do we quantify the “ “soft soft- -stuff stuff” ” for for � computation? computation? Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 2
On the Menu – – On the Menu Are you being served? Are you being served? � Found on Beijing/Chinese restaurant menus Found on Beijing/Chinese restaurant menus � � “ “virgin chicken virgin chicken” ” � � “ “burnt lion burnt lion’ ’s head s head” ” � � “ “Strange Strange Flavour Flavour of inside of inside Freasure Freasure’” ’” � � In preparation for 2008 Beijing Olympics In preparation for 2008 Beijing Olympics – – � � [But the poor English translations] [But the poor English translations] “ “either scare or embarrass either scare or embarrass � foreign customers and may cause misunderstanding of foreign customers and may cause misunderstanding of China's diet habits” ”. . Beijing Tourism Bureau Beijing Tourism Bureau China's diet habits BBC News (31 August 2007), “ “China dishes up menu translations, China dishes up menu translations,” ” BBC News (31 August 2007), � � http://news.bbc.co.uk/2/hi/asia http://news.bbc.co.uk/2/hi/asia- -pacific/6972280.stm pacific/6972280.stm Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 3
A Troubled Food Drop A Troubled Food Drop � KUKES, Albania, April 11, 1999 (Reuters) KUKES, Albania, April 11, 1999 (Reuters) – – � � [Summary] Kosovo refugees are throwing away U.S. [Summary] Kosovo refugees are throwing away U.S.- -donated humanitarian donated humanitarian � rations by the thousands and have even burned some to keep warm, rations by the thousands and have even burned some to keep warm, complaining that the food is inedible and has made people sick. Piles of Piles of complaining that the food is inedible and has made people sick. unopened packages each labelled labelled “ “A Food Gift from the People of the United A Food Gift from the People of the United unopened packages each States of America” States of America ” litter the grounds of makeshift camps housing many of the litter the grounds of makeshift camps housing many of the 150,000 ethnic Albanians who have poured across the border in recent weeks. cent weeks. 150,000 ethnic Albanians who have poured across the border in re The story says that the meals “ “which include items such as three which include items such as three- -bean bean The story says that the meals casserole, legume stew and vegetarian goulash which are foreign to their to their casserole, legume stew and vegetarian goulash which are foreign normal diet” ” made their children vomit. made their children vomit. normal diet � U.S. officials say the rations, a civilian version of military r U.S. officials say the rations, a civilian version of military ready eady- -to to- -eat meals, eat meals, � are suitable for all religions suitable for all religions. . are “ “Kosovo refugees spurn U.S. rations as inedible, Kosovo refugees spurn U.S. rations as inedible,” ” Matt Matt Spetalnick Spetalnick, KUKES, Albania, April , KUKES, Albania, April � � 11 (Reuters) 11 (Reuters) Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 4
Jawbreaker Jawbreaker � Scenario from Afghanistan Conflict (US War on Scenario from Afghanistan Conflict (US War on � Terror) Terror) � Highlights Special Forces interaction with Highlights Special Forces interaction with � indigenous forces indigenous forces � Role of complex relationships Role of complex relationships � Jawbreaker: The Attack on Bin Laden and Al Qaeda: A Personal Account by the CIA's Key ount by the CIA's Key Jawbreaker: The Attack on Bin Laden and Al Qaeda: A Personal Acc � � Field Commander , Field Commander , Berntsen Berntsen and and Pezzullo Pezzullo, Crown, 2005. , Crown, 2005. Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 5
Cultural Complexity Cultural Complexity � All the examples are All the examples are “ “understandable understandable” ” � � i.e., can actually get their meanings and anticipate behaviors i.e., can actually get their meanings and anticipate behaviors � � They are funny or sad because we only see it from one cultural They are funny or sad because we only see it from one cultural � point of view point of view � Examples reflect only American/English cultural viewpoint Examples reflect only American/English cultural viewpoint � � Replace Replace “ “American/English American/English” ” with any group and have similar problems with any group and have similar problems � � Moral Moral – – You are already biased when you apply your own You are already biased when you apply your own � cultural beliefs and perceptions cultural beliefs and perceptions � Challenge Challenge – – Examples were increasing in complexity Examples were increasing in complexity � Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 6
Culture is Everywhere Culture is Everywhere � Ultimately impacts and drives many areas Ultimately impacts and drives many areas � � Planning and Execution Planning and Execution � � Logistics and Supply Chain Management Logistics and Supply Chain Management � � Negotiation and Mediation Negotiation and Mediation � � Economics and Business Practices Economics and Business Practices � � … … � � Intelligent Agents Intelligent Agents � � Many have always been aware of culture Many have always been aware of culture’ ’s significance s significance � � Advertising, Politics, Television, Film, and Service Industries, Advertising, Politics, Television, Film, and Service Industries, � to name a few. to name a few. Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 7
So, how can we hope to take culture and make it computational? How do we show culture’s impact on decision-making? Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 8
Modeling Others Modeling Others � Required in a multitude of domains when Required in a multitude of domains when � actions/reactions/counteractions of others matter actions/reactions/counteractions of others matter � Financial/Business Competition Financial/Business Competition � � Politics/Elections Politics/Elections � � Sports Sports � � Warfare/Conflict Warfare/Conflict � � Planning and Execution Planning and Execution � � Wargaming Wargaming � � Adversaries, neutrals, interested parties, communities of Adversaries, neutrals, interested parties, communities of � interests, nation- -states, conglomerates, states, conglomerates, … … interests, nation Distributed Information and Intelligence November 12, 2007 Dartmouth College Analysis Group (DI 2 AG) 9
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