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Tech Firms Have An Obsession With 'Female' Digital Servants (zdnet.com) 571

An anonymous reader writes: Alexa, Tay, Siri, Cortana, Xiaoice, and Google Now. These technologies all have one thing in common -- they are digital servants aimed at a mass-market audience that feature a "female" voice or persona. And it's not just the voice or persona of the digital persona we interact with that is biased. The results of those interactions also demonstrate male favoritism. It took Apple more than four years to fix Siri's responses to questions about abortion services, and yet the company didn't seem to have any problem programming Siri to search for prostitutes and Viagra. Here's the gender breakdown for the tech workforce of each company:
Microsoft: 83.0% male, 16.9% female
Google: 82.0% male, 18.0% female
Apple: 79.0% male, 22.0% female
Amazon: 61.0% male, 39.0% female
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Tech Firms Have An Obsession With 'Female' Digital Servants

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  • *TRIGGERED* (Score:5, Funny)

    by Sigvatr ( 1207234 ) on Tuesday April 05, 2016 @01:02AM (#51843167)
    *TRIGGERED*
    • Re: (Score:2, Insightful)

      by Anonymous Coward

      Now imagine the shrill cries of favoritism if all these assistants were male voices. Offendatrons really like looking for things to be angry about.

      Relax, tumblrinas. If there's one thing you can count on it's that these things will be configurable very soon and you can finally get that Macho Man Randy Savage voice telling you: "You've got mail... YEEEEEEEEAAAAH"

    • Re: (Score:3, Insightful)

      by gl4ss ( 559668 )

      bullshit article for bullshit times.

      why? because if it were all male voices then the same fucking story would be posted but with a twist that women are stupid so you can't use the voice for an assistant.

      besides than that, you can change the voice - and the company men/women ratios seem pretty healthy considering that the tech university I went to had like 10 women per 100 men in the relevant to google/apple/ms fields.

      oh and the irony that if they hire women assistants even if they have nothing for them to d

      • by DrYak ( 748999 ) on Tuesday April 05, 2016 @04:51AM (#51843909) Homepage

        because if it were all male voices then the same fucking story would be posted but with a twist that women are stupid so you can't use the voice for an assistant.

        Also note that most GPS speak by default using a female (higher pitch) voicepack, and are clearly giving order using imperative forms to the driver.

        That's not exactly what I would call subservient.

      • Re: (Score:3, Insightful)

        by pla ( 258480 )
        why? because if it were all male voices then the same fucking story would be posted but with a twist that women are stupid so you can't use the voice for an assistant.

        Worse than that. Most (all? Honestly never heard of "Xiaoice") of those services let you change the voice, with several male options available - And even when people do change them, they still pick a female voice.

        You can debate the societal implications of that, but don't blame Apple/Amazon/Microsoft/etc for supplying exactly what their
      • Re:*TRIGGERED* (Score:5, Insightful)

        by NotDrWho ( 3543773 ) on Tuesday April 05, 2016 @08:42AM (#51844649)

        because if it were all male voices then the same fucking story would be posted but with a twist that women are stupid so you can't use the voice for an assistant.

        When dealing with SJW's, the only winning move is not to play.

      • And more effective in getting humans to follow instructions? [huffingtonpost.com]
        While also more effective in establishing an emotional connection with the brand?
        Haven't we figured that out already? Like... years ago? [cnn.com]

    • Re:*TRIGGERED* (Score:5, Informative)

      by Anonymous Coward on Tuesday April 05, 2016 @03:05AM (#51843573)

      Actually most automated voices are female because a female voice is easier to hear against background noise. Outside of the traditional tech area from this article I can think of two more I hear on a daily basis. The parking ticket machines where I park my car and the next station announcement on the public train that I catch. Male, deeper, voices would be much harder to hear against the background rumble of the city. This applies to any technology where a use case is mobile.

      • by stjobe ( 78285 )

        Actually most automated voices are female because a female voice is easier to hear against background noise.

        Nah:

        Early human factors research in aircraft and other domains indicated that female voices were more authoritative to male pilots and crew members and were more likely to get their attention. Much of this research was based on pilot experiences, particularly in combat situations, where the pilots were being guided by female air traffic controllers. They reported being able to most easily pick out the female voice from amid the flurry of radio chatter.

        More recent research, however, carried out since more fe

      • by DrYak ( 748999 ) on Tuesday April 05, 2016 @04:30AM (#51843835) Homepage

        Actually most automated voices are female because a female voice is easier to hear against background noise

        Yup. There's even research supporting that (If I wasn't lazy, I could dig a few refs).

        Although lots of culture consider deep male voice to be signs of authority, it happens that our ears are better tuned to hear our mothers (whose voice in turn has also evolved to be better heard).

        So in a way, evolution has been clearly matriarchal for that specific characteristic of vocal communication.
        Head monkey's voice sounds cool but is basically understood as "Yadda-yadda". It's mom's voice you should be listening at.

        SJW could maybe stop over-reacting and ponder a bit the implication of these point of views.

        (Also, think about all the GPS giving orders in imperative form using by default a female (higher pitched) voice pack.
        - That's as far as possible from the "servile" position that is criticised in the summary
        - Don't you think these firms have done the necessary litterature review and determined that it's the best voice for noisy environment)

  • HAL (Score:5, Funny)

    by Edis Krad ( 1003934 ) on Tuesday April 05, 2016 @01:06AM (#51843183)
    Make it HAL's voice and I'll switch it right away. Specially if after searching for something it didn't find it, it said. I'm sorry (Your Name), I'm afraid I can't do that .
  • by Anonymous Coward on Tuesday April 05, 2016 @01:07AM (#51843187)

    Female voices are easier to understand. This has been known for decades. It has nothing to do with exploitation. As if you could even exploit a computer program in the first place.

    • by havana9 ( 101033 )
      I recall that some experiment was made by telephone companies, for landlines, and despite the fact a male voice, being lower in pitch could be sampled at a lower bit rate, a female speaker was more intellegible when sampled at 8 kHz and passed via a telephone.
  • Jarvis (Score:5, Insightful)

    by jxander ( 2605655 ) on Tuesday April 05, 2016 @01:08AM (#51843193)
    Make it happen.
  • by stoborrobots ( 577882 ) on Tuesday April 05, 2016 @01:09AM (#51843197)

    Alternate hypothesis: users respond better to female digital voices. Most GPS units and previous IVR systems feature female voices.

    • by Anubis IV ( 1279820 ) on Tuesday April 05, 2016 @01:46AM (#51843353)

      Another hypothesis: this is an imaginary problem, since Siri debuted with a male voice in other regions (e.g. UK and France) and is capable of being changed to either male or female voices in all or almost all major regions. I haven't checked, but I'd assume the same is true for Google Now and that Microsoft and Amazon are likely working on the same thing too. At best, there may be an argument that this is an American cultural issue, but suggesting it's a general tech industry problem would require that we ignore the obvious evidence to the contrary, namely, that these products aren't female by default for all users.

      • The problem is not so much the default voice option but, the fact that these services don't have a general feedback/report issue function for the general population so it relies on the company techs to find and correct issues until something gets big enough that the media is contacting the companies. When the general workforce is 75% or so male, that directly means that any issue that affects just men are three times more likely to be detected and corrected than an issue that affects just women, with thin

    • by SeaFox ( 739806 )

      Alternate hypothesis: users respond better to female digital voices. Most GPS units and previous IVR systems feature female voices.

      Ha. It's not even a technology thing. Why are the majority of personal assistants and receptionists in meatspace women, too? Even when men apply to those jobs the person they hire if more likely to be female.

      Looks like a case of coders simply following human behavior.

  • by Jiro ( 131519 ) on Tuesday April 05, 2016 @01:11AM (#51843203)

    See subject.

    • Re: (Score:3, Insightful)

      by AmiMoJo ( 196126 )

      Actually, it's anti-SJW bait. There is no article, it was posted anonymously and it's worded to trigger the anti-SJWs around here. Someone is trolling Slashdot, but I don't think they are really trying to promote social justice at all.

      When I occasionally post social justice stories I always try to word them in a non-confrontational way and am careful not to lay blame on individuals or groups when the problems are institutional, as they are with the workforce ratios. Maybe it wasn't the intent of the poster

  • The higher vocal pitch can speak more quickly without turning into a mumble.

  • In the telegraph article on finding Abortion Clinics/Prostitutes, there is a picture captioned "Jon Briggs, the voice of Siri". I guess this is because the Telegraph is a UK paper and in the UK Siri has a male voice. Perhaps the female dominance isn't quite what it's being made out to be.

  • by GrahamCox ( 741991 ) on Tuesday April 05, 2016 @01:28AM (#51843277) Homepage
    At least with Siri, it's up to the user what "persona" (or more specifically, which voice) you choose. I would assume that the other similar services are user-customisable. The entire premise of the article is bogus.
    • by JustNiz ( 692889 )

      Agreed. The OA needs to get over themselves.
      Google can use whatever voice you want too. In fact think the only one thats stuck on female in the whole list is Microsoft/Cortana.
      As for their point about gender makeup in IT, we've been over this a million times here already. The results of nearly all unbiased studies show the job opportunities are already equal or even in fact slightly biased towards encouraging women, and the single biggest cause of the disparity is simply free choice; most women don't actual

  • I set Siri to male. Why not? I like it better that way. Doesn't have anything to do with The Patriarchy, just the sound of the voice.
  • At time of posting, no-one seems to have considered that this was the only way for the programmers to get a girl to speak to them!

  • Meanwhile in my household the systems that I set up sound like an slightly bored English butler (male) and that is the way everyone likes it. Who knows what is going on with the tech companies, why didn't they give people a choice?
  • More stats! (Score:5, Insightful)

    by kuzb ( 724081 ) on Tuesday April 05, 2016 @02:11AM (#51843421)

    Here's the breakdown of my level of care over tech workplace gender equality:

    0%

    Women who want to work in tech are not prevented from doing so, which is evidenced by the fact that they do happen to work in tech. Progress past the mythical problem already - it doesn't actually exist.

  • A lot of people feel incredibly strongly about abortion. If Siri gets a false positive when it thinks someone wants an abortion, Apple are in the PR shitter.
  • The female voice is more pleasing to the ear than the male. Stems from back when our moms fed us 'cause, ya know, dad's moobs just didn't have the same tasty treats.

    Personally, I think it's sexist. We should force people to enjoy the male voice as much as the female, ya know, because equality.

  • by Anonymous Coward

    All of these services are basically trying to copy the experience of the Star Trek computer, except replace "Computer" with "Ok Google" or "Alexa" or some other distinct and easy to recognize 3-4 syllable phrase.

    The computer in the Star Trek series has a female voice, so to those who dream of making a reality out of science fiction, that would be a natural choice.

  • This is tangentially related, but I suspect that tech giants are trying to get women into tech (among other reasons) in order to improve quality of life for their male employees. I recall from the previous Slashdot thread on how Seattle residents/Amazon employees can't get a date because there are no single women in the area. If there are no women then there are no children, and thus no next generation (in the region). The way to break the cycle (or, um, start the reproductive cycle) is to bring women into

  • 99.9%, 101% (Score:3, Insightful)

    by Anonymous Coward on Tuesday April 05, 2016 @02:59AM (#51843567)

    Am I the only one that's bothered by the fact that Microsoft's breakdown adds up to not-quite-100% and Apple's breakdown actually adds up to more than 100%? Who's doing this math anyway?

  • by MrKaos ( 858439 ) on Tuesday April 05, 2016 @04:21AM (#51843799) Journal

    To alleviate the issue, I recorded the phrases for my wife's car navigator but I changed the 'left' and 'right' audio with the much more helpful 'it's coming up' and 'you just missed it'. I re-recorded the 5, with a 3 and the hundred with 'just there, fuck it's right in front of you' - That way I no longer have to assist her in person - the machine does that for me and it's like I'm in the car actually being helpful.

  • Let's review... (Score:5, Interesting)

    by hyades1 ( 1149581 ) <hyades1@hotmail.com> on Tuesday April 05, 2016 @06:23AM (#51844169)

    I was around at the dawn of desktop computing. I learned our office had an Apple 2E. It had sat on a shelf for a year before I got there (first job), because nobody wanted to bother with it. I figured out one of the two disks it needed to load was damaged. I got another one. I figured out how to run Appleworks, integrated word processor, spreadsheet and data base programs. On my lunch hour, I went to bulletin boards to learn how we could take advantage of all that bookkeeping, mailout, and information tracking power.

    For my trouble, I was condescended to and ridiculed by the female office staff as a silly little boy playing with his silly little toy. Then our little non-profit organization started to punch 'way over its weight. Guess why.

    Somewhere along the way, I noticed that virtually all the helpful responses I got on the bulletin boards came from guys. So I wondered whether this was universal. At that time, it was no big deal to get the membership of a BB. So I did...for 15 local ones. And I assigned all the names that were obviously male to one column, all that were female to another the results were so utterly one-sided I compensated. Who knows...maybe some women were afraid to identify themselves, though at the time there was no compelling reason not to. So I assigned all names like "Kim" and a lot of "foreign" names (where I couldn't be sure what sex the person was), to the female side.

    I came out with more than 90% male bulletin board membership. So just about everybody trying to figure out how to use this new office tool effectively was male, at least in the Toronto area.

    There was no coercion, sexism or even fooling around. Back then, communication via BB was just too slow and disjointed to bother with that kind of thing. People needed advice, and those who could give it were quite generous.

    So now it's a new world, and women are complaining that people about my age, who have made their way up the corporate ladder in computing, are mostly male. If my experience is anything to go by, the reason has a lot less to do with sexism than with the fact that quite a lot of us back then were "silly little boys playing with our silly little toys". Now those toys are running the world, and the girls who couldn't be bothered to give up lunch in order to figure them out aren't well represented at the top.

    I'm aware that my evidence is anecdotal, but my numbers with respect to those dawn-of-time bulletin boards is 100% accurate.

    • The ones that were unwilling to embrace change got left behind regardless of gender. This is a good thing. SJW think everybody should get promoted just to be "fair". Life is not nor should it be that sort of fair.

  • by laurencetux ( 841046 ) on Tuesday April 05, 2016 @11:00AM (#51845543)

    there have been a couple studies done that point out that higher pitched voices (ie "female") tend to be understood more by people.

  • by RogueWarrior65 ( 678876 ) on Tuesday April 05, 2016 @11:13AM (#51845657)

    It's a mostly male field of employment. Further, it's a mostly male nerd field of employment. Male nerds generally have trouble dealing with the opposite sex. It's always been that way. Female digital agents satisfy a small part of their desire to communicate with the opposite sex.

  • by green1 ( 322787 ) on Tuesday April 05, 2016 @02:35PM (#51847667)

    I know Google Now doesn't have it's own gender. I have my choice of both male and female voices, and it doesn't have a "persona" that indicates either way. In fact when I chose UK English for Google Now a couple of days ago, it defaulted to a male voice.

    Even if they had chosen a female default, that's just plain good science. In many surveys of both genders, it has been found that the majority of both males, and females, feel more comfortable talking to a female sounding computer than a male sounding one. That's not because the tech firm is "obsessed with female digital servants", it's because the population at large prefers it, and they are catering to their customers.

    This is another attempt to look for, and stir up, controversy where none exists.

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