Bouba/kiki effect  

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The Bouba/kiki effect (1929)
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The Bouba/kiki effect (1929)

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The Bouba/Kiki Effect was first observed by German-American psychologist Wolfgang Köhler in 1929. In psychological experiments, first conducted on the island of Tenerife (in which the primary language is Spanish), Köhler showed forms similar to those shown at the right and asked participants which shape was called "takete" and which was called "baluba" ("maluma" in the 1947 version). Data suggested a strong preference to pair the jagged angular shape with "takete" and the rounded amoeba-like shape with "baluba". In 2001, Vilayanur S. Ramachandran and Edward Hubbard repeated Köhler's experiment using the words "kiki" and "bouba" and asked American college undergraduates and Tamil speakers in India "Which of these shapes is bouba and which is kiki?" In both the English and the Tamil speakers, 95% to 98% selected the curvilinear shape as "bouba" and the jagged one as "kiki", suggesting that the human brain is somehow able to extract abstract properties from the shapes and sounds. Recent work by Daphne Maurer and colleagues has shown that even children as young as 2.5 (too young to read) show this effect.

Ramachandran and Hubbard suggest that the kiki/bouba effect has implications for the evolution of language, because it suggests that the naming of objects is not completely arbitrary, as de Saussure Course in General Linguistics (1916). The amoeba-like shape may most commonly be named "bouba" because the mouth makes a more rounded shape to produce that sound while a more taut, angular mouth shape is needed to make the sound "kiki". The sounds of a K are harder and more forceful than those of a B, as well. The presence of these "synesthesia-like mappings" suggest that this effect might be the neurological basis for sound symbolism, in which sounds are non-arbitrarily mapped to objects and events in the world.

Individuals with autism do not show as strong a preference. Where average people agree with the typical result 90% of the time, individuals with autism only agree 60% of the time.

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Unless indicated otherwise, the text in this article is either based on Wikipedia article "Bouba/kiki effect" or another language Wikipedia page thereof used under the terms of the GNU Free Documentation License; or on research by Jahsonic and friends. See Art and Popular Culture's copyright notice.

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