emphasizes bodily familiarity and cognitive intimacy
in the design of creative computing systems, which
enables an engagement close in scale to our embod-
ied experiences (Chow and Harrell, 2011).
Considering mechanisms of user input, point-and-
click input and ongoing gestural input, Chow and
Harrell (2011) are concerned how the separation of
gestural input from other kinds of motor input may
lead us away from tight sensory-motor connection in
HCI. Instead, whether a kind of motor input has a
meaningful component of motion, i.e., is intentional
in a computational environment, is a more important
distinction. Gestural inputs that involve situated, em-
bodied, and evocative motions are more meaningful.
One of their examples shows that human-scale em-
bodiment is temporal as well as spatial. The round
jog dial of a videotape recorder, or VCR, allows the
user to include direction and speed. As with human
gestures, the faster the spinning, the more the inten-
tion is to hurry. For computer interaction, circling on
a touchpad could allow a user to browse through a
large database. With practice, more kinds of bodily
motion could be spatiotemporal embodiment of in-
tention (Chow and Harrell, 2011). The phenomena
of sensory substitution and phantom limbs along with
virtual reality, computer games, and overall human-
machine interaction are areas in which the experience
of embodiment is relevant.
Several other researchers in psychology, neuro-
science and other areas have examined embodiment.
Chilean biologist Francisco Valera, for instance, pop-
ularized neurophenomenology as an emerging field in
neuroscience by incorporating the phenomenological
method along with an emphasis on embodiment. He
co-wrote The Embodied Mind to propose a common
ground between mind in science and mind in experi-
ence (Varela et al., 2017). Specifically related to AI,
the embodied approach has been referred to as nou-
velle AI, situated AI, behavior based AI, or embodied
cognitive science.
4 METAPHORIC LANGUAGE
AND GEORGE LAKOFF
George Lakoff and Mark Johnson (2003) have ex-
plored the role of metaphorical concepts in how we
fundamentally understand, organize, and share the
world, and they explicate the experiential grounding,
coherence, and systematicity of metaphorical con-
cepts. From this perspective metaphors are primary
not only for language but also in human thought pro-
cesses; they simply dominate cognition. The idea is
that our conceptual system is structured metaphori-
cally, and this is why metaphors as linguistic expres-
sions are possible and sensible. Lakoff and John-
son (2003) also demonstrate how an experiential view
can explain how metaphors are frequent, organized,
and useful, in contrast to schools of thought that ne-
glect the necessity of an experiential basis. Further-
more, metaphors structure our most important con-
cepts such as “education is a journey” and “life is
a play”. Although the authors’ explanations of par-
ticular metaphors (“time is money”) are not set in
stone, to understand metaphors fully one cannot sep-
arate them from their experiential base.
In addition to describing basic orientation
metaphors such “in vs. out” and “up vs. down” (“ra-
tional is up; emotional is down”), Lakoff and John-
son (2003) provide an excellent example of how ar-
guments are equated with battles in different forms in
the metaphor “argument is war”. As rational animals,
and especially in the legal, diplomatic, journalistic
and academic worlds, we have institutionally evolved
to fight without physical conflict in the form of ver-
bal arguments, although we conceptualize such argu-
ments in the same way as physical battles. Scientists
have observed animals challenging, intimidating, at-
tacking, defending, retreating, and surrendering, and
human arguments are similar, whether characterized
as crude or rational. If I have something to win or
lose, I may develop a strategy to shoot down your ar-
gument, defend my position, establish territory, coun-
terattack, or convince you to accept my viewpoint. If
I am operating from a “lower” level, I may use what-
ever means I can, such as to threaten, invoke some au-
thority, insult, belittle, evade an issue, bargain, flatter,
or even claim to give a rational reason while doing
some of these. Of course from a “higher” level, the
construction of premises and conclusions in rational
argumentation, these are forbidden, yet arguments in
this form operate the same way in that you attack and
destroy the opponent’s position while defending your
own in the expectation of victory or even wiping him
out if completely successful.
... not only our conception of an argu-
ment but the way we carry it out is grounded
in our knowledge and experience of physical
combat. Even if you have never fought a fist-
fight in your life, much less a war, but have
been arguing from the time you began to talk,
you still conceive of arguments, and execute
them, according to the ARGUMENT IS WAR
metaphor because the metaphor is built into
the conceptual system of the culture in which
you live. Not only are all the “rational” argu-
ments that are assumed to actually live up to
the ideal of RATIONAL ARGUMENT con-