TED1998
Brenda Laurel: Why not make video games for girls?
Brenda Laurel parla sobre videojocs per a noies
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Una joia de l'arxiu de TED. El 1998 a TED Brenda Laurel es va preguntar: Per què tots els videojocs líders de venda són aquells destinats als nois? Va parlar de la seva investigació de més de dos anys, amb l'objectiu de crear un joc capaç de fascinar les noies. Un treball pioner que encara avui està de moda.
Brenda Laurel - Designer and theorist
Brenda Laurel has been part of several major revolutions in the way humans use computers: virtual reality, interactive narratives and some fresh approaches to gaming. Full bio
Brenda Laurel has been part of several major revolutions in the way humans use computers: virtual reality, interactive narratives and some fresh approaches to gaming. Full bio
Double-click the English transcript below to play the video.
00:12
Back in 1992, I started working for a company
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El 1992 vaig començar a treballar per a una empresa
00:14
called Interval Research,
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que es deia Interval Research,
00:16
which was just then being founded
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just creada
00:18
by David Lidell and Paul Allen
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pel David Lidell i el Paul Allen
00:20
as a for-profit research enterprise in Silicon Valley.
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com una empresa de recerca amb ànim de lucre a Silicon Valley.
00:26
I met with David
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Em vaig reunir amb en David
00:28
to talk about what I might do in his company.
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per parlar del que podria fer a la seva empresa.
00:31
I was just coming out of a failed virtual reality business
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Acabava de sortir d'un fracàs en un negoci de realitat virtual
00:34
and supporting myself by being on the speaking circuit
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i m'autofinanciava fent conferències
00:36
and writing books --
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i escrivint llibres
00:38
after twenty years or so in the computer game industry
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després de més o menys 20 anys a la indústria del videojoc
00:41
having ideas that people didn't think they could sell.
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tenint idees que la gent considerava que no podria vendre.
00:45
And David and I discovered
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I junt amb en David vam descobrir
00:47
that we had a question in common,
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que teníem la mateixa inquietud,
00:49
that we really wanted the answer to,
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que realment necessitava una resposta,
00:51
and that was,
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i aquesta inquietud era:
00:53
"Why hasn't anybody built any computer games for little girls?"
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"Per què ningú ha creat mai videojocs per a noies?"
00:56
Why is that?
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Per què deu ser?
00:58
It can't just be a giant sexist conspiracy.
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No pot tractar-se simplement d'una gigantesca conspiració sexista.
01:01
These people aren't that smart.
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Aquestes persones no són tan intel·ligents.
01:04
There's six billion dollars on the table.
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Hi ha sis bilions de dòlars en joc.
01:07
They would go for it if they could figure out how.
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Apostarien per això si sabessin com fer-ho.
01:10
So, what is the deal here?
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Així que, què és el que passa aquí?
01:12
And as we thought about our goals --
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I mentre pensem en els nostres objectius --
01:15
I should say that Interval is really a humanistic institution,
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He de dir que Interval és de veritat una institució humanística
01:18
in the classical sense
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en el sentit clàssic
01:21
that humanism, at its best,
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de què l'humanisme, com millor pot,
01:24
finds a way to combine clear-eyed empirical research
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trobi un camí per combinar investigació empírica lúcida
01:27
with a set of core values
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amb un conjunt de valors fonamentals
01:30
that fundamentally love and respect people.
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què, bàsicament, estima i respecta les persones.
01:33
The basic idea of humanism
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La idea bàsica de l'humanisme
01:36
is the improvable quality of life;
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és millorar la qualitat de vida,
01:39
that we can do good things,
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que podem fer coses bones,
01:41
that there are things worth doing
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que hi ha coses que val la pena fer
01:43
because they're good things to do,
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perquè hi ha coses bones a fer
01:45
and that clear-eyed empiricism
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i l'empirisme intel·ligent
01:47
can help us figure out how to do them.
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pot ajudar-nos a esbrinar com fer-les.
01:50
So, contrary to popular belief,
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Així doncs, contràriament a la creença popular,
01:52
there is not a conflict of interest between empiricism and values.
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no hi ha un conflicte d'interessos entre l'empirisme i els valors.
01:57
And Interval Research is kind of the living example
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Interval Research n'és un bon exemple
02:00
of how that can be true.
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de com això pot ser veritat.
02:02
So David and I decided to go find out,
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Així que David i jo vam decidir esbrinar,
02:04
through the best research we could muster,
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mitjançant la millor investigació que vam aconseguir,
02:06
what it would take to get a little girl
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el que es necessitava per a aconseguir que una noia
02:09
to put her hands on a computer,
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posés les mans a un ordinador
02:11
to achieve the level of comfort and ease with the technology
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per aconseguir amb la tecnologia el nivell de grat i la facilitat
02:14
that little boys have because they play video games.
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que el nois tenen per jugar amb videojocs.
02:17
We spent two and a half years conducting research;
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Vam passar dos anys i mig investigant;
02:20
we spent another year and a half in advance development.
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i un any i mig més al desenvolupament previ.
02:24
Then we formed a spin-off company.
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Llavors vam crear una empresa spin-off.
02:27
In the research phase of the project at Interval,
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I a la fase de investigació del projecte a Interval
02:31
we partnered with a company called Cheskin Research,
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ens vam associar amb una empresa que es deia Cheskin Research,
02:34
and these people -- Davis Masten and Christopher Ireland --
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i aquestes persones, Davis Masten i Christopher Ireland,
02:38
changed my mind entirely about what market research was
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van cambiar completament la meva opinió sobre la investigació de mercat,
02:41
and what it could be.
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i el que podia esdevenir.
02:42
They taught me how to look and see,
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Em van ensenyar a mirar i a veure,
02:45
and they did not do the incredibly stupid thing
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i a no fer allò tan increïblement estúpid de
02:48
of saying to a child,
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dir-li a un nen,
02:50
"Of all these things we already make you,
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"De totes les coses que hem fet,
02:52
which do you like best?" --
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quina t'agrada més?
02:53
which gives you zero answers that are usable.
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ja que no et dona cap pista de si allò és utilitzable.
02:55
So, what we did for the first two and a half years
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Així, el que vam fer els primers dos anys i mig
02:58
was four things:
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van ser quatre coses:
03:00
We did an extensive review of the literature
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Vam fer una revisió extensa de la literatura
03:03
in related fields, like cognitive psychology,
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d'àmbits relacionats com la psicologia cognitiva,
03:05
spatial cognition, gender studies,
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la cognició espacial, estudis de gendre,
03:07
play theory, sociology, primatology.
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la teoria del joc, la sociologia, la primatologia --
03:10
Thank you Frans de Waal, wherever you are,
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gràcies a tu, Frans de Waal, on sigui que estiguis,
03:12
I love you and I'd give anything to meet you.
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t'adoro i donaria qualsevol cosa per coneixer-te.
03:15
After we had done that with a pretty large team of people
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Després d'haver fet això amb un equip bastant gran de gent
03:18
and discovered what we thought the salient issues were
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i haver descobert el que pensem, les qüestions més relevants van ser
03:21
with girls and boys and playing --
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com juguen les noies i els nois --
03:24
because, after all, that's really what this is about --
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perquè, després de tot, es tractava realment d'això --
03:27
we moved to the second phase of our work,
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vam passar a la segona fase de la nostra feina,
03:29
where we interviewed adult experts
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on vam entrevistar experts
03:32
in academia, some of the people
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del món acadèmic, algunes de les persones
03:34
who'd produced the literature that we found relevant.
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que havien produït la literatura que havíem considerat pertinent.
03:36
Also, we did focus groups with people who were on the ground with kids every day,
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I també ens vam centrar en persones que treballaven amb nens cada dia
03:39
like playground supervisors. We talked to them,
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com supervisors de l'esbarjo, vam parlar amb ells,
03:41
confirmed some hypotheses and identified some serious questions
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i van confirmar algunes hipòtesi, identificant algunes qüestions importants
03:44
about gender difference and play.
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sobre la diferència de gendre i jugar.
03:46
Then we did what I consider to be the heart of the work:
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Llavors vam fer el que considero que és el cor de l'obra --
03:50
interviewed 1,100 children, boys and girls,
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vam entrevistar a 1.100 nois i noies,
03:53
ages seven to 12, all over the United States --
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d'edats entre els 7 i 12 anys per tots els EEUU,
03:56
except for Silicon Valley, Boston and Austin
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a excepció de Silicon Valley, Boston i Austin,
03:59
because we knew that their little families would have millions of computers in them
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perquè sabíem que a les seves families tindrien un munt d'ordinadors
04:03
and they wouldn't be a representative sample.
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i no seria una mostra representativa.
04:06
And at the end of those remarkable conversations
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Quan vam acabar aquestes valuoses converses
04:09
with kids and their best friends across the United States,
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amb els nens i els seus millors amics als EEUU,
04:12
after two years, we pulled together some survey data from another 10,000 children,
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després de dos anys, vam arribar a reunir les dades d'altres 10.000 nens
04:15
drew up a set up of what we thought were the key findings of our research,
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i vam posar en marxa el que pensàvem que eren les principals conclusions de la nostra investigació
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and spent another year transforming them into design heuristics,
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i vam passar un any més transformant-les en una heurística de disseny,
04:28
for designing computer-based products --
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amb la finalitat de dissenyar productes per a ordinadors
04:31
and, in fact, any kind of products -- for little girls, ages eight to 12.
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i, de fet, qualsevol tipus de productes per a noies d'entre 8 i 12 anys.
04:35
And we spent that time designing interactive prototypes for computer software
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I vam invertir aquest temps dissenyant protipus de software interactiu
04:40
and testing them with little girls.
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i provant-ho amb les nenes.
04:42
In 1996, in November, we formed the company Purple Moon
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El 1996, al Novembre, vam crear l'empresa Purple Moon
04:47
which was a spinoff of Interval Research,
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que va ser una empresa spin-off de Interval Research,
04:49
and our chief investors were Interval Research, Vulcan Northwest,
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i els nostres inversors principals van ser Interval Research, Vulcan Northwest,
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Institutional Venture Partners and Allen and Company.
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Institutional Venture Partners i Allen and Company.
04:55
We launched a website on September 2nd
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Vam posar en marxa una pàgina web el 2 de setembre,
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that has now served 25 million pages,
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que ja té 25 milions de visites,
05:01
and has 42,000 registered young girl users.
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i té 42.000 noies enregistrades
05:06
They visit an average of one and a half times a day,
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que visiten la web una mitjana de 1,5 cops al dia,
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spend an average of 35 minutes a visit,
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i es queden una mitjana de 35 minuts per visita,
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and look at 50 pages a visit.
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i durant la visita miren unes 50 pàgines.
05:15
So we feel that we've formed a successful online community with girls.
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Així que vam creure que havíem format una comunitat exitosa en línia amb les noies.
05:20
We launched two titles in October --
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Vam llançar dos títols a l'octobre --
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"Rockett's New School" -- the first of a series
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"Rockett's New School", que és la primera d'una sèrie de
05:24
of products -- is about a character called Rockett beginning her first day of school
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productes sobre un personatge que es diu Rockett i que comença el seu primer dia a l'escola,
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in eighth grade at a brand new place, with a blank slate,
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a vuité curs a una ciutat nova, començant de nou,
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which allows girls to play with the question of, "What will I be like when I'm older?"
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i que permet les noies jugar amb la pregunta "Què seré quan sigui gran?"
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"What's it going to be like to be in high school or junior high school?
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"Com serà anar a l'institut o a l'escola secundària?"
05:40
Who are my friends?";
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"Quins seran els meus amics?"
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to exercise the love of social complexity
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per a exercitar l'estima a l'entorn de la complexitat social
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and the narrative intelligence that drives most of their play behavior;
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i la intel·ligència narrativa que incideix a gran part del comportament en els seus jocs,
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and which embeds in it values about noticing that we have lots of choices
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i que s'incorpora als valors sobre les moltes opcions que tenim
05:54
in our lives and the ways that we conduct ourselves.
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a les nostres vides i a la manera en que ens comportem
05:57
The other title that we launched is called "Secret Paths in the Forest,"
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L'altre títol que hem posat en marxa es diu "Secret Paths in the Forest",
06:00
which addresses the more fantasy-oriented, inner lives of girls.
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aborda la fantasia més orientada cap a la vida interna de les noies.
06:03
These two titles both showed up in the top 50 entertainment titles in PC Data --
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Aquests dos títols es van col·locar entre els primers 50 títols d'entreteniment a PC Data --
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entertainment titles in PC Data
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títols d'entreteniment al PC Data,
06:11
in December, right up there with "John Madden Football,"
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al desembre, a aquesta alçada es va col·locar "John Madden Football",
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which thrills me to death.
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que m'emociona fins a dir prou.
06:17
So, we're real,
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Així que, existim,
06:19
and we've touched several hundreds of thousands of little girls.
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i hem emocionat a cents de milers de noies.
06:23
We've made half-a-billion impressions
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Ara bé, hem aconseguit 500 milions d'opinions
06:26
with marketing and PR for this brand, Purple Moon.
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mitjançant el marketing i les relacions públiques de la marca Purple Moon.
06:30
Ninety-six percent of them, roughly, have been positive;
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Aproximadament 96% n'han estat positives,
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four percent of them have been "other."
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i 4% n'han estat negatives.
06:35
I want to talk about the other,
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Vull parlar de les negatives,
06:37
because the politics of this enterprise, in a way,
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perquè la política d'aquesta empresa, d'alguna manera,
06:40
have been the most fascinating part of it, for me.
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ha estat la part més fascinant per a mi.
06:42
There are really two kinds of negative reviews that we've received.
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En realitat hem rebut dos tipus de crítiques negatives.
06:46
One kind of reviewer is a male gamer
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Una d'elles vé d'un jugador masculí
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who thinks he knows what games ought to be,
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que creu que sap quins jocs haurien d'existir,
06:52
and won't show the product to little girls.
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i no els mostraria a les noies.
06:55
The other kind of reviewer is a certain flavor of feminist
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L'altra classe de crítiques provenen d'un sector amb un cert aire feminista
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who thinks they know what little girls ought to be.
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que creu saber com han de ser les nenes.
07:02
And so it's funny to me that these interesting, odd bedfellows
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I el graciós del cas per a mi, que és alhora interessant i extranya parella
07:08
have one thing in common:
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tenen una cosa en comú.
07:10
they don't listen to little girls.
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No escolten a les noies.
07:14
They haven't looked at children
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No han mirat els nois o les noies
07:17
and they're certainly not demonstrating any love for them.
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i no estan demostrant amor de veritat per ells.
07:21
I'd like to play you some voices of little girls
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M'agradaria reproduir algunes veus de les noies
07:24
from the two-and-a-half years of research that we did --
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recollides aquests dos anys i mig d'investigació --
07:26
actually, some of the voices are more recent.
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de fet algunes de les veus són més recents.
07:28
And these voices will be accompanied by photographs
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I aquestes veus aniran acompanyades de les fotografies
07:31
that they took for us of their lives,
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de les seves vides que es van prendre per a nosaltres,
07:33
of the things that they value and care about.
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de les coses que elles valoren i per les que es preocupen.
07:35
These are pictures the girls themselves never saw, but they gave to us
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Aquestes són fotos que les noies ens van donar però que mai van veure
07:38
This is the stuff those reviewers don't know about and aren't listening to
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Aquest és el material que els enquestats no coneixen ni tampoc no han sentit
07:43
and this is the kind of research I recommend to those
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i aquesta és la mena d'investigació que els recomano,
07:45
who want to do humanistic work.
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si es que volen fer una feina humanista.
07:47
Girl 1: Yeah, my character is usually a tomboy.
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Vídeo: Noia 1: Sí, el meu personatge normalment és una noia no gaire femenina
07:49
Hers is more into boys.
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Ella està més amb nois.
07:51
Girl 2: Uh, yeah.
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Noia 2: Ai, sí.
07:53
Girl 1: We have -- in the very beginning of the whole game, always we do this:
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Noia 1: Hem de -- al començament mateix del joc siempre fem això
07:56
we each have a piece of paper; we write down our name, our age --
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Cadascú té un tros de paper, hi escribim el nom, la edat,
07:59
are we rich, very rich, not rich, poor, medium, wealthy,
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si som rics, molt rics, no rics, pobres, de classe mitjana, classe alta,
08:05
boyfriends, dogs, pets -- what else -- sisters, brothers, and all those.
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si tenim xicot, gos, mascotes -- què més? -- germans, germanes...
08:12
Girl 2: Divorced -- parents divorced, maybe.
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Noia 2: Divorci -- pares divorciats, potser.
08:16
Girl 3: This is my pretend [unclear] one.
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Noia 3: Aquest és el meu pretendent.
08:19
Girl 4: We make a school newspaper on the computer.
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Noia 4: Organitzem un periòdic escolar a l'ordinador.
08:21
Girl 5: For a girl's game also usually they'll have really pretty scenery
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Noia 5: Un videojoc de noies normalment també tindrà un paisatge molt bonic
08:26
with clouds and flowers.
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amb núvols i flors.
08:28
Girl 6: Like, if you were a girl and you were really adventurous and a real big tomboy,
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Com si fossis una noia adventurera i poc femenina realment gran
08:32
you would think that girls' games were kinda sissy.
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es podria dir que els jocs de noies són una mica cursis.
08:36
Girl 7: I run track, I played soccer,
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Noia 6: Practico atletisme, he jugat al futbol,
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I play basketball, and I love a lot of things to do.
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jugo a bàsquet, i m'encanta fer un munt de coses.
08:43
And sometimes I feel like I can't really enjoy myself unless it's like a vacation,
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I de vegades sento que no puc realment disfrutar si no estic com de vacances,
08:51
like when I get Mondays and all those days off.
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com quan fins it tot dilluns és un dia de festa.
08:55
Girl 8: Well, sometimes there is a lot of stuff going on
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Noia 7: Bé, de vegades hi ha un munt de coses que estic fent
08:58
because I have music lessons and I'm on swim team --
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perquè tinc classes de música i sóc a l'equip de natació
09:02
all this different stuff that I have to do,
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i he de fer totes aquestes coses diferents,
09:05
and sometimes it gets overwhelming.
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i, de vegades és massa.
09:08
Girl 9: My friend Justine
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La meva amiga Justine
09:12
kinda took my friend Kelly, and now they're being mean to me.
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es va apropar a la meva amiga Kelly, i ara són dolentes amb mi.
09:16
Girl 10: Well, sometimes it gets annoying when your brothers and sisters,
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Noia 8: Bé, de vegades empipa quan els teus germans i germanes,
09:19
or brother or sister, when they copy you and you get your idea first
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o un germà o una germana et copien la idea que tu havies tingut primer
09:24
and they take your idea and they do it themselves.
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i et roben la idea i la fan seva.
09:30
Girl 11: Because my older sister, she gets everything
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Noia 9: Perqué la meva germana gran ho aconsegueix tot
09:33
and, like, when I ask my mom for something, she'll say, "No" -- all the time.
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i, quan li demano alguna cosa a la meva mare, em diu: "No" tota la estona.
09:37
But she gives my sister everything.
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Però ella li dona tot a la meva germana.
09:39
Brenda Laurel: I want to show you, real quickly, just a minute
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Brenda Laurel: Els vull mostrar, molt ràpidament, gairebé un minut
09:41
of "Rockett's Tricky Decision," which went gold two days ago.
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de "La difícil decisió de la Rockett"que va ser el joc daurat fa dos dies.
09:44
Let's hope it's really stable.
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Esperem que sigui realment estable.
09:47
This is the second day in Rockett's life.
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Aquest és el segon dia a la vida de la Rockett,
09:50
The reason I'm showing you this
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i la raó per mostrar-ho
09:52
is I'm hoping that the scene that I'm going to show you will look familiar
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és perquè espero què l'escena que els mostraré ara els resulti familiar
09:56
and sound familiar, now that you've listened to some girls' voices.
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i sembli familiar, ara que han sentit les veus d'algunes de les noies.
09:59
And you can see how we've tried to incorporate the issues that matter to them
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I veuran com hem tractat d'incorporar els temes que els importen
10:04
in the game that we've created.
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al joc que hem creat.
10:09
Miko: Hey Rockett! C'mere!
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Vídeo: Miko: Ei Rockett! Vine aquí.
10:11
Rockett: Hi Miko! What's going on?
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Rockett: Hola Miko! Què passa?
10:13
Miko: Did you hear about Nakilia's big Halloween party this weekend?
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Miko: T'has enterat de la festa de Halloween de la Nakilia aquest cap de setmana?
10:16
She asked me to make sure you knew about it.
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Ella m'ho va demanar per assegurar-se que ho savies.
10:18
Nakilia invited Reuben too, but --
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Nakilia va invitar al Rubén també, però...
10:21
Rockett: But what? Isn't he coming?
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Rockett: Però què? No hi vé?
10:23
Miko: I don't think so.
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Miko: No, penso que no.
10:25
I mean, I heard his band is playing at another party the same night.
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Bé, m'he enterat que la seva banda tocarà a una altra festa la mateixa nit.
10:28
Rockett: Really? What other party?
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Rockett: De veritat? A quina festa?
10:32
Girl: Max's party is going to be so cool, Whitney.
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Noia: La festa de Max serà genial, Whitney.
10:36
He's invited all the best people.
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Ha invitat als millors.
10:38
BL: I'm going to fast-forward to the decision point
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BL: Avançaré ràpidament al punt clau de la decisió
10:41
because I know I don't have a lot of time.
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perquè no sé si em queda gaire temps.
10:43
After this awful event occurs, Rocket gets to decide how she feels about it.
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Després de que passa tot allò tan terrible, la Rockett decideix pensar com es sent al respecte.
10:47
Rockett: Who'd want to show up at that party anyway?
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Vídeo: Rockett: De totes maneres, qui voldria anar a aquesta festa?
10:50
I could get invited to that party any day if I wanted to.
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Podria aconseguir que m'invitessin a la festa si volgués.
10:54
Gee, I doubt I'll make Max's best people list.
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Carai, dubto molt que estigui a la lista dels millors de Max.
10:58
BL: OK, so we're going to emotionally navigate.
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BL: Bé, ara navegarem emocionalment,
11:00
If we were playing the game, that's what we'd do.
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Si estiguéssim jugant a aquest joc, què faríem?
11:02
If at any time during the game we want to learn more about the characters,
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Si, a qualsevol moment del joc volen saber més dels personatges
11:05
we can go into this hidden hallway,
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poder anar a aquest corridor amagat,
11:07
and I'll quickly just show you the interface.
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i en un moment us mostraré la interfície.
11:10
We can, for example, go find Miko's locker
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Podem, per exemple, anar a buscar a la taquilla de la Miko
11:15
and get some more information about her.
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i aconseguir-ne més informació.
11:18
Oops, I turned the wrong way.
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Ui, vaig tornar pel camí equivocat.
11:20
But you get the general idea of the product.
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Però tenen la idea general del producte.
11:22
I wanted to show you the ways, innocuous as they seem,
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Volia mostrar les maneres, innocents com semblen,
11:25
in which we're incorporating what we've learned about girls --
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de com hem imcorporat el que hem aprés de les noies --
11:28
their desires to experience greater emotional flexibility,
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dels seus desitjos d'experimentar una més gran flexibilitat emocional,
11:32
and to play around with the social complexity of their lives.
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i jugar amb la complexitat social de les seves vides
11:38
I want to make the point that what we're giving girls, I think, through this effort,
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Vull deixar clar que el que estem donant a les noies, penso que, a través d'aquest esforç,
11:44
is a kind of validation,
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és una mena de validació,
11:47
a sense of being seen.
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una forma d'estar present.
11:49
And a sense of the choices that are available in their lives.
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I una consciència de les opcions que són disponibles a les seves vides.
11:52
We love them.
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Ens encanten.
11:54
We see them.
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Les veiem.
11:56
We're not trying to tell them who they ought to be.
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No estem tractat de dir-los el que haurien de ser.
11:58
But we're really, really happy about who they are.
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Però estem realment molt contents amb el que són.
12:01
It turns out they're really great.
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És què són realment fantàstiques!
12:03
I want to close by showing you a videotape
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Vull terminar mostrant una cinta de vídeo
12:07
that's a version of a future game in the Rockett series
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que és una versió d'un futur joc de la sèrie Rockett
12:11
that our graphic artists and design people put together,
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que els nostres artistes gràfics i els de disseny van fer,
12:15
that we feel would please that four percent of reviewers.
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i que creem que agradarà a aquest 4% dels enquestats.
12:50
"Rockett 28!"
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"Rockett 28"
12:57
Rockett: It's like I'm just waking up, you know?
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Vídeo: Rockett: Ès com si m'estigués llevant,
13:01
BL: Thanks.
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BL: Gràcies.
ABOUT THE SPEAKER
Brenda Laurel - Designer and theoristBrenda Laurel has been part of several major revolutions in the way humans use computers: virtual reality, interactive narratives and some fresh approaches to gaming.
Why you should listen
With a PhD in theater and a focus on interactive narratives, Brenda Laurel landed in Silicon Valley at the perfect moment -- at a time when theorists and technologists were exploring new ways that our expanded computing power could link us and entertain us in ways we couldn't yet imagine. She worked as a software designer and researcher for Atari and Activision, and co-founded a telepresence company in 1990.
In 1994 she became a founding member of Paul Allen and David Liddle's Interval Research, a legendary Silicon Valley think tank studying the connection between tech and everyday life. Interval was meant to spin off profitable companies, and Laurel led one of the highest-profile spinoffs, Purple Moon, a software company devoted to making games and interactive communities for girls. In the end-of-the-'90s collapse of the CD-ROM market, Purple Moon was acquired by Mattel and killed. Laurel wrote about the experience in the monograph Utopian Entrepreneur, "a guide to doing socially positive work in the context of business."
Laurel is the chair of the Graduate Program in Design at California College of the Arts. Her paper "Designed Animism: Poetics for a New World" looks at the new field of distributed sensing and how it can help us discover patterns in nature.
Read the TED Blog's Q&A with Brenda Laurel >>
Brenda Laurel | Speaker | TED.com