Semiotic Investigation into Cybernetic Behaviour (2004)

Artificial Life Works
Written By Andrew MacDonald

Photo Credit: Jowita Kepa

The work “Semiotic Investigation into Cybernetic Behaviour” or SICB is a robotic installation that behaves like a real time theatrical performance carried out by two completely self-absorbed robots, ALAN and CLARA, that both see the world differently.

These robots have been programmed with all the possible choices they can use to react to their environment. They have also been programmed with the desire to interpret their environment accurately and the need to have their peer always agree with their analysis. Both robots have an opinion of how they think the world should behave and they both expect certain situations to occur often.

In having this expectation of how their world should behave, the two robots believe that there are other situations that cannot happen. If they do, the robot's confidence in themselves is questioned. Depending on how often they think they are wrong, the robot's confidence can degrade into paranoia where their world seems to be breaking all the rules of what should happen. Conversely, when the robots feel right all the time, they become exceptionally arrogant.

Due to their ability to choose their own reactions, this theatrical play shows all the possibilities in which these two robots can react to their environment and to each other. Thus, we see a performance that shows all the complications that arise from making unwavering assumptions about the world and the desire for the world to agree with an unyielding view.

This project was realised with the support of the Daniel Langlois Foundation.

Andrew MacDonald

With more than 20 years in marketing leadership, Andrew brings a clarity-first approach shaped by his early career in the non-profit sector. At World Vision Canada, he managed multi-million-dollar campaigns and drove donor retention strategies; later, at Opportunity International Canada, he built an in-house creative team that delivered innovative, cost-efficient marketing across the country.

Those experiences taught him that effective marketing isn’t about flashy tactics — it’s about strategy, efficiency, and measurable ROI. Today, Andrew applies that discipline to help entrepreneurs escape the “marketing swirl,” invest smarter, and grow with confidence through the Kasama Method™.

Clients describe him as a trusted partner who asks the big questions, simplifies complexity, and always walks alongside them with solutions. He’s passionate about blending strategy and technology in ways that make growth achievable for small and mid-sized businesses.

Beyond Kasama, Andrew gives back by advising local charities and serving on community boards. At home in Quinte, he and his wife Katrina are raising two kids — and when he’s not strategizing for clients, you’ll find him planning the next family beach trip or catching up on post-apocalyptic TV shows.

http://www.kasama.ca/
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