Marken- & Kommunikationsdesign (B.A.)

The Social Brain. Deep diving into the psychological means of what really matter

An investigation of multiple intelligences and a reciprocal weighing in terms of success, happiness and physical as well as mental health.

Profil Celine Leibig

„What keeps us healthy and happy as we go through life?“, is the fundamental question of The Social Brain. It turns out, the answer is simpler than you might think. Answering questions such as „What does really matter in life and the work environment?“, „Does intelligence determine one‘s future?“, „How can we stabilize ourselves mentally during Covid?“ and „Can Artificial Intelligence help us create a better future?“, The Social Brain aims to clarify ways of improving the quality of life.
„The good life is built with good relationships.“, Harvard Professor Robert J. Waldinger states.
Since relationships always find themselves in different stages throughout life, The Social Brain is divided into different stages as well: I. Thesis, II. Editorial and III. Exhibition.

Information is better memorized by the viewer when presented in a more playful context. Therefore the Editorial incorporates the Thesis in an entertaining matter.

II. Editorial
The Editorial is divided into five parts  –  resembling the structure of Aristotle’s Theory of Drama: Intelligence, Emotional Intelligence, IQ versus EQ, Social Intelligence and Artificial Intelligence.
Visually, the chapter of Intelligence is graphically simplified and very rational, reflecting the characteristics of intelligence. In the course of the Editorial, the chapters tend to get more intuitive and explorative, as do emotions and relationships.
Every chapter contains a page that works as an interpreted interruption. For example an algorithm getting out of control (and fixing itself again) right after the explanation of Artificial Intelligence.
The chapters of Emotional and Social Intelligence become more graphically dynamic, as it refers to social interaction, but also deep dives into neuroscientific mechanisms. In order to visualize the interrelationships of different brain areas, a 3D visual of the brain works as clarification.

III. Exhibition
The Exhibition is created in Virtual Reality. It provides a nice and cozy living room atmosphere. Therefore it contains a sofa, some plants and a coffee table. On the sofa people can take a moment, come together, chit-chat and interact. The experience is also  –  according to Aristotle’s Theory of Drama  –  divided into five parts. For the Exhibition an exclusive sound was produced. The sound encourages self-reflection by asking questions such as „Are you making a difference?“,„Do you pay enough attention in your conversations?“, „Are you aware of the topics your social environment is struggling with?“, and more.
Part one is defined by entering the space. Part two pulls the viewer via motion graphics towards the sofa. Part three (also known as the climax) contains a giant hologram of the 3D visual in the center of the room, leading all glances towards each other. In Part four, motion graphics illustrate the importance of good relationships. Part five lights up the Editorial on the coffee table and invites you to browse deeper into the topic.

For all the curious minds out there, below are a number of interesting findings from the Thesis:
Creativity is related to intelligence, but also dependent on five other factors such as imaginative thinking abilities, courageousness, intrinsic motivation and a creative environment.
Career success is determined by interpersonal and social skills, conscientousness and intrinsic motivation.
Positive moods and the feeling of security increase concentration and performance.
Information pathways always enter the emotional part of the brain (amygdala), which makes it impossible to respond 100% rationally. Emotion regulation is therefore crucial for success and functioning relationships.
Emotional pain is equally painful as physical pain. Emotional dissatisfaction and unsatisfying social relationships will cause illness.
Artificial Intelligence is not capable of acting emotionally intelligent, but it has the potential to help humans to act more emotionally and socially intelligent.

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