culture + design
DESCRIPTION
This talk was presented at Interactions12 (IxDA International Conference) in Dublin, Ireland (Feb. 2, 2012). In this talk I propose a framework for designers to develop a deeper understanding of cultural awareness. Note: There were 2 video clips that were part of this presentation that aren't included here.TRANSCRIPT
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CULTURE + DESIGNInteractions 12
#cultureUX
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About MeErik Dahl
#cultureUX
@eadahl
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About this talk4 VIGNETTES& CAVEATS
DEFINING CULTURE
3 BUILDING BLOCKSOF CULTURE IMPLICATIONS
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Cultural Fit
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“The Phone Stack” Game
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OrientationMethodology
CULTURAL
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THE REAL JOURNEY OF DISCOVER CONSISTS NOT IN SEEING NEW LANDSCAPES BUT IN HAVING NEW EYES.
- MARCEL PROUST
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YES... AND...PsychologyPhysiologyEmotions ContextActivities MotivationsGoals
CULTURE
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YES... AND...
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culturewithin your organization
I’m NOT talking about creating
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cross-culturalI’m NOT talking about
design
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Cultural Foil
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MANYwe are all members of
CULTURES
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So, what is culture about?Okay, great.
HOW DO WE DEFINE IT?culture
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Behavior - what people doKnowledge - what people knowArtifacts - things people make and use.
Culture is:
- James Spradley
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Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions.
- Robert Gordon
Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions.
- Robert Gordon
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The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning.
- Clifford Geertz
The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning.
- Clifford Geertz
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Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages.
- Marcel Danesi
Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages.
- Marcel Danesi
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GENERATIVE concept of culture
TAXONOMIC concept of culture
NOT
a
these definitions point to
a
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sites of our designs become
CULTURAL PRODUCTION
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Joe Ballay on design...it is in its transparency that it fulfills its function
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of CULTURE
3 building blocks
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PATTERNSbuilding block #1
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An underlying shared system of information and knowledge that is manifest through patterns of
norms, behaviors and signifiers.
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SEEpatterns help us
culture
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SYNTAXpatterns are the
of culture
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MATERIALof culture
patterns provide the
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PATTERNSHow do we suss out?
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NOTICEbe OPEN to the WORLD.
Let go of your ASSUMPTIONS.
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Sweatener, not Cleaner
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Farmhouse, not Urban
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3 building blocks of culturePatterns --- ---
SeeSyntax
------
------
Material --- ---
NoticeLet go of
Assumptions
---
---
---
---
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STORIESbuilding block #2
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Clifford Geertz
Culture is simply the ensemble of stories we tell ourselves about ourselves.
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Harry Crews
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Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
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UNDERSTANDstories help us
culture
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SEMANTICSstories are the
of culture
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EMICstories provide an
perspective of culture
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STORIESHow do we suss out?
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EMPATHIZEbe OPEN to the PEOPLE.
Build new ASSUMPTIONS.
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CreativityPassionAuthenticityCommunityEngagedPersonal Expression
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my expression of< value >
< brand x >
define general< value >
( - )neg. brand expression
( + )pos. brand expression
A “Value-based Syllogism”
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“It used to be that you got ahead by working harder, but now it’s about working smarter.”
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3 building blocks of culturePatterns Stories ---
SeeSyntax
UnderstandSemantics
------
Material Emic ---
NoticeLet go of
Assumptions
EmpathizeBuild new
Assumptions
---
---
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INTERPRETATION
building block #3
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Clifford Geertz
Deep knowledge is the ability to make complex connections to central concpets.
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We can’t just give people what they want.
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Kim Philby
“I learned more at cocktail parties than by photographing documents...”
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KNOWinterpretations help us
culture
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PRAGMATICSinterpretations are the
of culture
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ETICinterpretations provides an
perspective of culture
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INTERPRETATION
How do we suss out?
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MODELbe OPEN to the OURSELVES.
Challenge your ASSUMPTIONS.
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Enculturation
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Openings Closings
It’s not always about what you notice on the clock.
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Cultural Function
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Cultural Form
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3 building blocks of culturePatterns Stories Interpretations
SeeSyntax
UnderstandSemantics
KnowPragmatics
Material Emic Etic
NoticeLet go of
Assumptions
EmpathizeBuild new
Assumptions
ModelChallenge
Assumptions
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IMPLICATIONSCULTURE + DESIGN
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ULTIMATELY, CULTURE IS ALL ABOUT
MEANING
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Acknowledge...Let go of...Build...Challenge...
ASSUMPTIONS
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Cultural understanding provides a lens or orientation towards the world and our everyday lives.
NEW EYES
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Designer as...
TRICKSTER
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Summary4 VIGNETTES& CAVEATS
DEFINING CULTURE
3 BUILDING BLOCKSOF CULTURE IMPLICATIONS