On Equality and Complementarity
While analyzing activity on the Internet, we have long identified two processes responsible for the image attractiveness for users. These phenomena are fairly common in general life, but on the Internet they are the most apparent because of high concentration and wide variety of images. For starters, the psyche tends to animate, anthropomorphize the perceived data. Internet greatly helps this process by assigning respective characteristics. You can consider as an image any game character, program interface, some web-service, the owner of the blog or the author of an article. In each specific image the user sees a human being with their own characteristics. And the degree of attraction or aversion of such an image is mainly determined exactly by to what extent these characteristics are equal or complementary to the corresponding personality traits of the perceiver. Immediately the question arises: should the specific characteristics be the same or the opposite to get the reader/gamer/user interested? There’s no simple answer to this question. I’d like to set a number of theses that I will try to expand on in subsequent posts: 1. The vast majority of human population has a number of characteristics that need to be complemented. Jung identified some of them. 2. The less mature the user’s identity is, the more it needs the identical qualities. Teens choose the partner by similarity. 3. At least some part of the image has to be identical to get positive perception. This provides safe environment. 4. The list of mandatory identical qualities is largely shaped by culture. 5. Positive complementary characteristics correspond to actual directions of individual’s evolvement. The list looks a bit complicated, but hopefully we will puzzle it out all the way to a complete understanding.