reading & analyzing signals in culture

TIM STOCK FALL 2014

reading and analyzing signals in culture

2

Analyzing Trends Fall 2014

TIM STOCK FALL 2014 3

what are trends?understanding the subject as a process is critical

TIM STOCK FALL 2014

past present futurepatterns patterns

4

trends reflect the movement of culturewhat is moving/changing? by what force? moving where?


what is the commercial value of trends?3D printing is only as valuable as it is able to impact the mundane


motive trendstory

trends emerge as signals that shift an evolving consumer narrative


everyday signals are cultural signalsthe simplest things around us reflect a cultural positioning


learning to read the emerging signalsthe context of language shapes the meaning of trends as they evolve

TIM STOCK FALL 2014

trend research is an inductive processbe tracking signals and patterns over time

9


we are expressive beingstechnology amplifies this and accelerates how quickly meaning evolves


language emerges as clues to shiftsunderstanding how language evolves in context is critical to transformative consumer intelligence


uncovering the layers of meaningthe language we place on objects and space reveals how culture is working


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)


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


a project that shares the same image to be photoshopped globallywhat beautiful means in 23 countries


branding as culture synchronizationbrands used to script the narrative - now they seek to fit in

Adidas #thisisme

TIM STOCK FALL 2014

culturebrand

innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories

17

TIM STOCK FALL 2014

culturebrand


17

BELIEFS

RITUALS

SYMBOLS

MEANING

TIM STOCK FALL 2014

culturebrand


17

codes

BELIEFS

RITUALS

SYMBOLS

MEANING

TIM STOCK FALL 2014

culturebrand


17

codes

NEW PRODUCTS

BRAND ARCHITECTURE

BRAND COMMUNICATION

BELIEFS

RITUALS

SYMBOLS

MEANING


culture drives meaning and movement of trendsour choices are always connected to a network of beliefs


culture drives meaning and movement of trendsour choices are always connected to a network of beliefs

BELIEFS MEANINGRITUALSYMBOLS ARTIFACTS

TIM STOCK FALL 2014

Aa

b

c

de

19

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.

TIM STOCK FALL 2014

Aa

b

c

de

19

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


cultural signals migrate in small networksstructuring the data via culture mapping reveals linguistic signatures and patterns

TIM STOCK FALL 2014

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

21


culture is a cognitive processour analysis must uncover the cognitive systems that drive trends

craft

retro

guilt

TIM STOCK FALL 2014

the language and codes in your fridge

23

learning to read the meaning of what we buy, use and share

TIM STOCK FALL 2014

the language and codes in your fridge

23

learning to read the meaning of what we buy, use and share

code

code

code

CODES

TIM STOCK FALL 2014

finding the codes of culture

24

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


the words we use reflect a deeper meaningcan you read/analyze the language?

code

code

CODES


what language can you find in this product? meaning.sourcing and unpacking language

code

code

CODES


new language emerges as a break from other beliefscan you decode the language?

code

code

CODES


new language emerges as a break from other beliefscan you decode the language?

code

code

code

CODES


what if you unpacked the language in these packages?the language of your medicine cabinet

code

code

CODES

TIM STOCK FALL 2014

language fuses with ritual

30

and ritual shapes identity (the culture of the 80s yuppie male)


why have men stopped shaving?beards as cultural signifier

are all beards the same?

code

code

CODES


ideology and cultural systemswe must rewire to pierce the veil of these ideologies


decoding ideology of starbucks


the meaning of coffee over timehow does the meaning change? why?

1945 1970 1990 2014

JoeStarbucks Blue Bottle

Folger’s Instant

TIM STOCK FALL 2014

trend briefwhat cultural trends can you identify that are impacting Starbucks?

35

culturebrand

SYMBOLS

RITUALS

ARTIFACTS

MEANING

NEW PRODUCTS

BRAND ARCHITECTURE

BRAND COMMUNICATION

TIM STOCK FALL 2014

tracking the migration of organic

36

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


the language of food of the 1960s expressed a broader meaning

1960

the language affirms cultural codes

TIM STOCK FALL 2014

mapping organic’s migration


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

38

TIM STOCK FALL 2014

food as expressive symbol

39

the meaning of butter relies on the networks that feed that meaning

TIM STOCK FALL 2014

meaning is constantly evolving

40

language acts a social glue within small networks

TIM STOCK FALL 2014

food as affirmation ritual

41

shared rituals shape cultural codes of meaning

TIM STOCK FALL 2014

mainstreaming counterculture

42

a shift in context reframes the values we attach to food

TIM STOCK FALL 2014

where has there been a rise in measles?

43

look for the vicinity of a whole foods

TIM STOCK FALL 2014

culture always breeds counterculture

44

trends emerge as counterpoint to other cultural beliefs



pot legalization as culture codesthe context is the continuation of politics surrounding food

code

code

CODES


forecasting the future meaning of objects and space

codes inform future innovation platforms

growstorefading emerging


how we buy dog food reflects how we expect the future to unfoldpet food as aspiration culture


hard to distinguish Mars Tempataions ad from sport brandscategories blend when culture leads


Mexican Coca Cola gained a new cult following in the USsourcing perception shifts early

code

code

CODES


can the brand repackage these cultural signals?trends into brand attributes

story

code

code

CODES

TIM STOCK FALL 2014

trends and brand architecture

51

Coca-Cola bought Honest Tea in 2011

code

code

CODES

story

TIM STOCK FALL 2014

where do we source fashion signals?

52

the runway should reflect how culture is beginning to shift


why did the mini skirt catch on?

1964

fashion as signal of social narrative

TIM STOCK FALL 2014

a more ambiguous narrative

54

catching the details (gray is the new black)

Text


how fashion migrates through culture

patterns

migration

TIM STOCK FALL 2014

Runway


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

TIM STOCK FALL 2014

fall fashion signals a global mashup

57

how we read the details as signal of a broader narrative

TIM STOCK FALL 2014

what counts as creation today?

58

Roberto Cavalli is being sued by several graffitti artists


decoding the state of fast fashionGap just launched a campaign centered around “Normal”


the futureof fast fashion

(discuss and list 3 things that will be critically different about fast fashion in the future


the culture of sport is changing...can the brand keep up?case: nike japan

TIM STOCK FALL 2014

social context frames evolving expressionthe social dynamics are establishing long term shifts in perception within Japan

bukatsufukushima

traditionmistrust

63


understanding the brand’s context in Japan


country context shapes trend dynamics

http://geert-hofstede.com/japan.html



TIM STOCK FALL 2014


coun

ter

collectiveIMPROVISATION

Downhill Biking

Skateboarding

SELF ACTUALIZATION

Yoga

Triathlon

RULES

Bukatsu Baseball

Bukatsu Soccer

Futsal

Sepak Takraw

TECHNIQUE

patterns

migration

65

culture mapping the language and codes of sport in Japan

TIM STOCK FALL 2014

OsakaTokyo

66

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

TIM STOCK FALL 2014

futsalaware

versatile

obsessed

67

study the signifiers of each scene


outside affinities between sports and other activities


forecasting how the brand will evolvethe future rests on how well the brand stays in sync with culture


before next week...- reading- find a project partner

reading & analyzing signals in culture

Design