reading & analyzing signals in culture
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TIM STOCK FALL 2014
reading and analyzing signals in culture
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Analyzing Trends Fall 2014
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what are trends?understanding the subject as a process is critical
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past present futurepatterns patterns
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trends reflect the movement of culturewhat is moving/changing? by what force? moving where?
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what is the commercial value of trends?3D printing is only as valuable as it is able to impact the mundane
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motive trendstory
trends emerge as signals that shift an evolving consumer narrative
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everyday signals are cultural signalsthe simplest things around us reflect a cultural positioning
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learning to read the emerging signalsthe context of language shapes the meaning of trends as they evolve
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trend research is an inductive processbe tracking signals and patterns over time
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we are expressive beingstechnology amplifies this and accelerates how quickly meaning evolves
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language emerges as clues to shiftsunderstanding how language evolves in context is critical to transformative consumer intelligence
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uncovering the layers of meaningthe language we place on objects and space reveals how culture is working
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IMAGE: MICHAEL JASKOLSKI (CREATIVE COMMONS)
consider selfies as cultural artifactwhat can a selfie tell us? are all selfies the same?
selfie noun, informal(also selfy; plural selfies)a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website
--Oxford Dictionary (November 19, 2013)
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IMAGE: MICHAEL JASKOLSKI (CREATIVE COMMONS)
what can a selfie tell us? are all selfies the same?
location?
tilt of head?
position of arm?
lighting?
eye squinch?
background?
camera presence?
gaze. at camera? screen? elsewhere?
text in frame?
smile/pout?
who’s sharing?
where sharing?
who is tagged?
hashtags?
who’s in the shot?
caption?
who’s not in the shot?
who’s front and center?
what are they wearing?
consider selfies as cultural artifact
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a project that shares the same image to be photoshopped globallywhat beautiful means in 23 countries
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branding as culture synchronizationbrands used to script the narrative - now they seek to fit in
Adidas #thisisme
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culturebrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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culturebrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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BELIEFS
RITUALS
SYMBOLS
MEANING
TIM STOCK FALL 2014
culturebrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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codes
BELIEFS
RITUALS
SYMBOLS
MEANING
TIM STOCK FALL 2014
culturebrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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codes
NEW PRODUCTS
BRAND ARCHITECTURE
BRAND COMMUNICATION
BELIEFS
RITUALS
SYMBOLS
MEANING
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culture drives meaning and movement of trendsour choices are always connected to a network of beliefs
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culture drives meaning and movement of trendsour choices are always connected to a network of beliefs
BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS
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Aa
b
c
de
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social groups are kinetic (meaning evolves)the true power of social groups is in how language is shared, cultivated and results in new cultural phenomenon.
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Aa
b
c
de
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social groups are kinetic (meaning evolves)the true power of social groups is in how language is shared, cultivated and results in new cultural phenomenon.
FISSION-FUSIONthe nature of the main parent group can fracture into smaller stable subgroups to adapt to environmental or social circumstances.
BELIEFS MEANINGARTIFACTSSYMBOLS RITUAL
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cultural signals migrate in small networksstructuring the data via culture mapping reveals linguistic signatures and patterns
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analytical expressive
coun
ter
collective
visualizing culture as a dynamic systemhow meaning migrates through culture
symbolestablishing the language
zeitgeistcultural saturation
identityspreading the message
actionwiring the behavior
counter culture
collective culture
patterns
migration
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culture is a cognitive processour analysis must uncover the cognitive systems that drive trends
craft
retro
guilt
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the language and codes in your fridge
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learning to read the meaning of what we buy, use and share
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the language and codes in your fridge
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learning to read the meaning of what we buy, use and share
code
code
code
CODES
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finding the codes of culture
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the signals that give stuff meaning
how culture is operating
clues to how culture is operating reside in the language within the artifacts that we consume
craft
retro
guilt
CODESLANGUAGE
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the words we use reflect a deeper meaningcan you read/analyze the language?
code
code
CODES
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what language can you find in this product? meaning.sourcing and unpacking language
code
code
CODES
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new language emerges as a break from other beliefscan you decode the language?
code
code
CODES
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new language emerges as a break from other beliefscan you decode the language?
code
code
code
CODES
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what if you unpacked the language in these packages?the language of your medicine cabinet
code
code
CODES
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language fuses with ritual
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and ritual shapes identity (the culture of the 80s yuppie male)
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why have men stopped shaving?beards as cultural signifier
are all beards the same?
code
code
CODES
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ideology and cultural systemswe must rewire to pierce the veil of these ideologies
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decoding ideology of starbucks
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the meaning of coffee over timehow does the meaning change? why?
1945 1970 1990 2014
JoeStarbucks Blue Bottle
Folger’s Instant
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trend briefwhat cultural trends can you identify that are impacting Starbucks?
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culturebrand
SYMBOLS
RITUALS
ARTIFACTS
MEANING
NEW PRODUCTS
BRAND ARCHITECTURE
BRAND COMMUNICATION
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tracking the migration of organic
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from here to here
Rodale 1947 Whole Foods 2014
patterns
migration
the symbolic origins of organic contrast to the present day meaning
BELIEFS
MEANING
RITUAL
SYMBOLS
ARTIFACTS
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the language of food of the 1960s expressed a broader meaning
1960
the language affirms cultural codes
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mapping organic’s migration
analytical expressive
coun
ter
collectiveOrganic Farming
PoliticsCommunity Food Co-Ops Diets
LabeledLocalized Chains
New Urbanism
FOOD ZEITGEISTMass Retail
FOOD AS BADGE
FOOD AS RITUALFOOD AS SYMBOL patterns
migration
as language migrates new symbols are created in their place
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food as expressive symbol
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the meaning of butter relies on the networks that feed that meaning
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meaning is constantly evolving
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language acts a social glue within small networks
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food as affirmation ritual
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shared rituals shape cultural codes of meaning
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food as affirmation ritual
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shared rituals shape cultural codes of meaning
BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS
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mainstreaming counterculture
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a shift in context reframes the values we attach to food
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where has there been a rise in measles?
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look for the vicinity of a whole foods
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culture always breeds counterculture
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trends emerge as counterpoint to other cultural beliefs
BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS
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pot legalization as culture codesthe context is the continuation of politics surrounding food
code
code
CODES
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forecasting the future meaning of objects and space
codes inform future innovation platforms
growstorefading emerging
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how we buy dog food reflects how we expect the future to unfoldpet food as aspiration culture
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hard to distinguish Mars Tempataions ad from sport brandscategories blend when culture leads
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Mexican Coca Cola gained a new cult following in the USsourcing perception shifts early
code
code
CODES
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can the brand repackage these cultural signals?trends into brand attributes
story
code
code
CODES
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trends and brand architecture
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Coca-Cola bought Honest Tea in 2011
code
code
CODES
story
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where do we source fashion signals?
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the runway should reflect how culture is beginning to shift
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why did the mini skirt catch on?
1964
fashion as signal of social narrative
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why did the mini skirt catch on?
1964
fashion as signal of social narrative
BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS
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a more ambiguous narrative
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catching the details (gray is the new black)
Text
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how fashion migrates through culture
patterns
migration
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Runway
analytical expressive
coun
ter
collective
connecting brands to culture|
the migration of trend signals in fashion
scenarioDNA 56
Recasting
Celebrity
the speed of migration within fashion is unique to other categories
Mass RetailKnockoffs
patterns
migration
Street
Ready to Wear
Symbolism
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fall fashion signals a global mashup
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how we read the details as signal of a broader narrative
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what counts as creation today?
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Roberto Cavalli is being sued by several graffitti artists
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decoding the state of fast fashionGap just launched a campaign centered around “Normal”
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the futureof fast fashion
(discuss and list 3 things that will be critically different about fast fashion in the future
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the culture of sport is changing...can the brand keep up?case: nike japan
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social context frames evolving expressionthe social dynamics are establishing long term shifts in perception within Japan
bukatsufukushima
traditionmistrust
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understanding the brand’s context in Japan
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country context shapes trend dynamics
http://geert-hofstede.com/japan.html
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analytical expressive
coun
ter
collectiveIMPROVISATION
Downhill Biking
Skateboarding
SELF ACTUALIZATION
Yoga
Triathlon
RULES
Bukatsu Baseball
Bukatsu Soccer
Futsal
Sepak Takraw
TECHNIQUE
patterns
migration
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culture mapping the language and codes of sport in Japan
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OsakaTokyo
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ANALYTIC EXPRESSIVE
STATIC
PROGRESSIVE
Bukatsu Baseball
Bukatsu Lacrosse
Bukatsu Track &
Field
Bukatsu Cheerleading
Bukatsu Basketball
Bukatsu Soccer
Yoga
Triathlon
RULES TECHNIQUE
IMPROVISATIONSELF ACTUALIZATION
Downhill Biking
Skateboarding
Futsal
Casual Basketball
Casual Soccer
Sepak Takraw
structuring ethnography on cognitive frameworks
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futsalaware
versatile
obsessed
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study the signifiers of each scene
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outside affinities between sports and other activities
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forecasting how the brand will evolvethe future rests on how well the brand stays in sync with culture
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before next week...- reading- find a project partner
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