Considering the ideas expressed in the text, technology
The true potential of technology to change behavior
Technology could successfully change behaviours where decades of campaigns and legislation have failed.
With the quantified self already walking among us and the internet of things within easy reach, digital technology
is creating unprecedented opportunities to encourage, enable and empower more sustainable behaviours.
If we are to unlock the power of technology we must be more ambitious than simply digitising analogue
strategies or creating another communications channel.
The true potential of technology lies in its ability to do things that nothing else can do. In behaviour change
terms, the potential to succeed where decades of education programmes, awareness campaigns and product
innovation have failed; to make a difference where government policy and legislation has had limited impact.
Using behavioural insights, it is possible to highlight the bottlenecks, drop out points and achilles heels of
traditional behaviour change efforts — the reasons why we have failed in the past — and apply the unique
possibilities of technology to these specific challenges.
Overcoming our limitations
Luckily, the history of the human race is almost defined by its ability to invent stuff that bolsters its feeble
capabilities. That stuff is, of course, what we generically refer to as 'technology'. And in the same way that the
internal combustion engine and the light bulb allow us to overcome our relatively feeble powers of motion and
perception, so digital technology can be directed to overcoming our relatively feeble powers of reasoning, selfcontrol, motivation, self-awareness and agency—the factors that make behaviour change so difficult.
Herein lies the true potential of technology: not in the laboratory or the workshop, but in an understanding of
the behavioural dynamics that define the human condition, both generally and within the context of a specific
user-group, market segment or community.
Fonte: JOHNSON, Steven. Recognising the true potential of technology to change behaviour. Disponível em:<https://www.theguardian.com/sustainablebusiness/behavioural-insights/true-potential-technology-change-behaviour> . Acesso em: 23 ago. 2017. (Adaptado).
The true potential of technology to change behavior
Technology could successfully change behaviours where decades of campaigns and legislation have failed. With the quantified self already walking among us and the internet of things within easy reach, digital technology is creating unprecedented opportunities to encourage, enable and empower more sustainable behaviours.
If we are to unlock the power of technology we must be more ambitious than simply digitising analogue strategies or creating another communications channel.
The true potential of technology lies in its ability to do things that nothing else can do. In behaviour change terms, the potential to succeed where decades of education programmes, awareness campaigns and product innovation have failed; to make a difference where government policy and legislation has had limited impact.
Using behavioural insights, it is possible to highlight the bottlenecks, drop out points and achilles heels of traditional behaviour change efforts — the reasons why we have failed in the past — and apply the unique possibilities of technology to these specific challenges.
Overcoming our limitations
Luckily, the history of the human race is almost defined by its ability to invent stuff that bolsters its feeble capabilities. That stuff is, of course, what we generically refer to as 'technology'. And in the same way that the internal combustion engine and the light bulb allow us to overcome our relatively feeble powers of motion and perception, so digital technology can be directed to overcoming our relatively feeble powers of reasoning, selfcontrol, motivation, self-awareness and agency—the factors that make behaviour change so difficult.
Herein lies the true potential of technology: not in the laboratory or the workshop, but in an understanding of the behavioural dynamics that define the human condition, both generally and within the context of a specific user-group, market segment or community.
Fonte: JOHNSON, Steven. Recognising the true potential of technology to change behaviour. Disponível em:<https://www.theguardian.com/sustainablebusiness/behavioural-insights/true-potential-technology-change-behaviour>
Gabarito comentado
Resposta correta: D
Tema central: entender a ideia principal do texto: a tecnologia tem potencial real para alterar comportamentos que campanhas, legislações e programas tradicionais não conseguiram mudar. A prova exige identificar a alternativa que é uma paráfrase fiel dessa ideia.
Resumo teórico rápido: em leitura interpretativa, procure a ideia-matriz (o ponto que o autor repete e desenvolve). Aqui, os elementos-chave são: "succeed where decades... have failed", "not simply digitising", "overcoming our relatively feeble powers" — ou seja, tecnologia pode resolver limitações humanas e preencher lacunas de estratégias anteriores (fonte do texto: Johnson, The Guardian). Conceitos de behavioral insights e nudge (Thaler & Sunstein) ajudam a compreender o argumento de que intervenções tecnológicas podem dar suporte ao comportamento humano.
Por que a alternativa D é correta: D afirma que a tecnologia "has been a powerful and potential tool to change things which society hasn´t been able to overcome along the decades." Essa fórmula resume exatamente a ideia central: tecnologia é uma ferramenta potente capaz de mudar problemas que, por décadas, políticas e campanhas não solucionaram. É uma paráfrase direta e compatível com o trecho que diz que tecnologia pode "succeed where decades of education programmes... have failed".
Análise das alternativas incorretas:
A) Afirma poder de "unlock distinguished communication channels between companies and consumer society." O texto critica explicitamente a simples digitalização de canais ou mais um canal de comunicação — portanto A reduz tecnologia a comunicação, contrário ao argumento central.
B) Diz que avanços tecnológicos são resultado de campanhas e legislação. O texto afirma o oposto: tecnologia pode alcançar resultados onde campanhas e legislação falharam; não que estas o tenham impulsionado com sucesso.
C) Afirma que tecnologia "sempre" dirigiu os humanos para facilitar a vida. Embora haja menção histórica a invenções que ampliam capacidades, o foco do texto não é uma afirmação histórica absoluta, mas o papel atual e específico da tecnologia em mudar comportamentos resistentes. C generaliza demais.
E) Declara que tecnologia muda de acordo com mudanças comportamentais humanas. O texto fala em aplicar tecnologia para superar limitações comportamentais, não em que a tecnologia muda necessariamente em função direta das mudanças de comportamento — diferença de foco e causalidade.
Estratégias úteis para provas: procure paráfrases do enunciado principal; desconfie de alternativas que rebaixa o argumento (ex.: só comunicação) ou que invertem causalidade; elimine opções com generalizações absolutas ou que acrescentam informações não abordadas.
Fontes citadas: Johnson (The Guardian, artigo fornecido); Thaler & Sunstein, Nudge (contexto teórico sobre behavioral insights).
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