The document discusses culture and design. It defines culture using quotes from anthropologists and breaks culture down into 3 building blocks - patterns, stories, and interpretations. Patterns help people see culture through shared norms and behaviors. Stories help people understand culture through shared narratives. Interpretations help people know culture through making complex connections. The implications are that acknowledging assumptions, gaining new perspectives on culture, and designers taking on a "trickster" role can help integrate culture and design.
19. Culture is:
Behavior - what people do
Knowledge - what people know
Artifacts - things people make and use.
- James Spradley
20. 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
21. 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
22. 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
23. these definitions point to
a GENERATIVE concept of culture
NOT
a TAXONOMIC concept of culture
42. 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.
50. A “Value-based Syllogism”
define general my expression of
< value > < value >
< brand x >
(-) (+)
neg. brand pos. brand
expression expression
51. “It used to be that you got ahead by working
harder, but now it’s about working smarter.”
52. 3 building blocks of culture
Patterns Stories ---
See Understand ---
Syntax Semantics ---
Material Emic ---
Notice Empathize ---
Let go of Build new ---
Assumptions Assumptions
66. 3 building blocks of culture
Patterns Stories Interpretations
See Understand Know
Syntax Semantics Pragmatics
Material Emic Etic
Notice Empathize Model
Let go of Build new Challenge
Assumptions Assumptions Assumptions