Well, when the camera rolls, it is hard or even almost impossible for someone to carry on their life as if the camera isn't there. Due to the fact that we know we're on camera and our humanly want for attention, we can't help but ACT a different way. It's just in our nature to want attention and to get it we have to act a certain way that may not be what you would do without an audience. Just for additional help understanding this concept. Let's say somebody is being filmed. However, what the person does not know is that the camera is not actually rolling. That person is still going to "ACT" because he/she perceives that the camera is rolling; a perceived audience exists in their mind, so she will act accordingly.
I have known of people who claim to be surveyors or reporters, carrying a broken tape recorder, ask people questions. In response the people try their best to answer these intelligent questions, when in fact they're making a fool of themselves to those who know that the reporter is not real.
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