the patterns of culture (fall 2014)
DESCRIPTION
an evolving lecture series for classes at Parsons the New School for DesignTRANSCRIPT
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The Patterns of CultureAnalyzing Trends Fall 2014
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trend analytics - reading and patterning signals
LANGUAGE CODES CULTURE STORY
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TREND FORCES
PERCEPTION/BEHAVIOR
3
analyzing language from diverse corpus of languageunderstanding how language evolves in context is critical to transformative consumer intelligence
open corpus
closed corpus
social mediabooks,
magazines, speeches etc.
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Google Ngram as closed corpus analysisa tool that allows to test linguistic patterning on a large corpus of scanned texts
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Google Ngram as a cultural analytics toolgoogle Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts
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victory gardens as expressed language
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PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
TREND FORCES
victory garden
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PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
TREND FORCES
victory garden
WW2
meaning
forces
patriotism
war
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PERCEPTION/BEHAVIOR
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victory gardens as an Ngram visualization
TREND FORCES
victory garden
WW2
meaning
forces
patriotism
war
1970s
meaning
forces
recession
frugality
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1969 1981
drug culture as expressed languagewhat trend forces correlate to the peaks in narrative?
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TREND FORCES
PERCEPTION/BEHAVIOR
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drug culture as an Ngram index
marijuana
cocaine1960s
meaning
forces
rebellion
civil unrest
(against)
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TREND FORCES
PERCEPTION/BEHAVIOR
9
drug culture as an Ngram index
marijuana
cocaine1960s 1980s
meaning
forces
rebellion
civil unrest
(against)
meaning
forces
(affirm)status
market deregulation
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cellphones as signifiers of cultural codes
LANGUAGE
TREND FORCES
CODES
CULTURE
1980-2008
identifying hidden meaning of how the product fits in
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PERCEPTION/BEHAVIOR
TREND FORCES
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cellphone as signifier - the context of signals
meaning
forces
luxury
1980s cellphone
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PERCEPTION/BEHAVIOR
TREND FORCES
11
cellphone as signifier - the context of signals
meaning
forces
luxury
meaning
forces
aspiration
1980s 1990s cellphone
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PERCEPTION/BEHAVIOR
TREND FORCES
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cellphone as signifier - the context of signals
meaning
forces
luxury
meaning
forces
aspiration
meaning
forces
utility
1980s 1990s 2000s cellphone
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yuppie culture - cultural systems / connotation
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
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PERCEPTION/BEHAVIOR
TREND FORCES
13
1980s yuppie culture - cultural systems / connotation
espresso
sushi
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PERCEPTION/BEHAVIOR
TREND FORCES
13
1980s yuppie culture - cultural systems / connotation
economic boom + new money
status + fraternity + rank
meaning
forces
espresso
sushi1980s
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PERCEPTION/BEHAVIOR
TREND FORCES
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rank
the power suit as expression of meaning
meaning
forces
economic growth
power suit
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yuppie culture - cultural systems / connotation
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LANGUAGE
TREND FORCES
CODES
CULTURE
decoding the bourgeoisie bohemian
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in the 2000s a new culture of aspiration emerges
2000s
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PERCEPTION/BEHAVIOR
TREND FORCES
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codes of Bobo culture - cultural systems / connotation
made in usa
locavore
post WW2
recession
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PERCEPTION/BEHAVIOR
TREND FORCES
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codes of Bobo culture - cultural systems / connotation
made in usa
guilt + tactile + local
meaning
forces
9/11 + recession + urban migration
locavore
post WW2
recession
2000s
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stories
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patterns
The Future of __________
patterns help us frame the opportunities for innovation
where do we invest?
signals
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The Future of __________
trends as innovation - where do we invest?
packaged foodpast present future
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LANGUAGE
TREND FORCES
CODES
CULTURE
transparency
packaging
quantity
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quality
past present future
the future of packaged foodwhat trend forces are likely to impact future patterns?
technology + farming + government subsidies
eating affirms cultural ties
sourcing ingredients retail
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decoding whole foods vs. trader joe’s
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“whole paycheck” vs. the rise of a more understated urban shopper
LANGUAGE
TREND FORCES
CULTURE
CODES
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LANGUAGE
TREND FORCES
CODES
CULTURE
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frozen foods shaped behavior towards quantity and convenience
1960
packaged
suburbia + appliances + globalism
quantity convenience
decoding supermarkets as cultural ideology
suburban culture
fortified improved
progress
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where do we invest?the evolution of food signals
FIXED LIVING
1960 2014
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FROZEN
24
fixed / standardized clean / wisdom
our move to fresher food reflects a shiftcodes inform the broader narrative
1960 2014
FRESHFRESH
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PERCEPTION/BEHAVIOR
TREND FORCES
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language reveals the point that culture begins to change coursetracking inflection points
tv dinner
fresh dinner
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PERCEPTION/BEHAVIOR
TREND FORCES
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language reveals the point that culture begins to change coursetracking inflection points
meaning
forces
convenience craftpatterns
tv dinner
fresh dinner
1980s
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LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: scenarios based on cultural dynamics
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MACRO TREND
farming/retail hybrids
frugal
production + fuel costs + sustainability
localseasonal
integrated practical transparent
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The Future of __________
trends as innovation - where do we invest?
workpast present future
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LANGUAGE
TREND FORCES
CODES
CULTURE
intelligencesecurity
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flexibility
past present future
the future of workwhat trend forces are likely to impact future patterns?
technology + economics + legislation
fraternity innovation
machinesoffice plans organization
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LANGUAGE
TREND FORCES
CODES
CULTURE
29
the culture of work is shaped by the spaces and objects we inject it with
1950s - 1970s
copy machines
compartmentalized
wartime process + technology + globalism
standardized
decoding the meaning of work after ww2
9 to 5
secretary pool cubicle
corporate ladder on-premise tech
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white collar vs. blue collarsocial stratification was supported by the framework of work
1950s - 1970s
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PERCEPTION/BEHAVIOR
TREND FORCES
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information
a shift from industrial to service economy
meaning
forces
post-industrial
white collar workerblue collar worker
product
meaning
forces
industrial
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the shift from primary industry work to tertiary industry work
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the culture of conformity after ww2work as repatriation of cultural codes of class and gender
1950s
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the brainstorm as model of collaborationthe scripting of post-war narrative consumerism
1960s
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PERCEPTION/BEHAVIOR
TREND FORCES
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information
the language of war in consumer marketing
meaning
forces
post-industrial
marketing campaign
target market
product
meaning
forces
industrial
marketing loses traditional effectiveness as the framework of consumption changes
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LANGUAGE
TREND FORCES
CODES
CULTURE
2000 -2014
mobile
connected
post-industrial + technology + globalism
intelligent
flex hours
open plan play
flattened structure work everywhere
36
the new campus model of workthe impact of startup culture challenges the how, what and why of work
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PERCEPTION/BEHAVIOR
TREND FORCES
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always working
the lines of work and life blur
meaning
forces
recession mobile technology
9 to 5
flex hours
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PERCEPTION/BEHAVIOR
TREND FORCES
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the flatlining of existing language for work spaces
flexibility
meaning
forces
mobile technology
post-industrial
office cubicle
corner office
2005
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finding new language for work spacessteelcase new office spaces for introverts
2014
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LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: what possible forecasts did you find?
40
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The Future of __________
a peek into your final project (you will choose your own topic)
cars fast food
education
fast fashion television wearable tech
hotelswork
music
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run some searches
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see you next week