2. “Man is by nature a social animal; an individual who is
unsocial naturally and not accidentally is either
beneath our notice or more than human. Society is
something that precedes the individual. Anyone who
either cannot lead the common life or is so self-
sufficient as not to need to, and therefore does not
partake of society, is either a beast or a god. ”
― Aristotle
MODERN CULTURE PROVES Aristotle
WRONG, AS THE BASIC NEEDS ARE
CHANGING
3. CULTURE
ENVIRONMENT PEOPLE TECNOLOGY VALUES LANGUAGE
EVOLUTION
TIMELINE
SURVIVAL
PEOPLE IN PUBLIC
SPACE/ PRIVATE
INDIVIDUAL
VIRTUAL MODE
AUTO PILOT
LEADERSHIP
COMPONENTS
WORK
PERSONAL
ACHIEVEMENT
FREEDOM
The American Value
System
INDIAN VALUE
SYSTEM
CULTURE & URBAN
FORM
WHAT & WHAT NOT
BEHAVIOURAL
CODE
7. Indroduction
To quote Richard Sennett-
“Public” life once meant that vital part one’s life outside
the circle of family and close friends. Connecting with
strangers in an emotionally satisfying way and yet
remaining aloof from them was seen as the means by
which the human animal was transformed into the social
– the civilized – being.
And the fullest flowering of that public life was realized in
the 18th Century in the great capital cities of Europe.
Sennett shows how our lives today are bereft of the
pleasures and reinforcements of this lost interchange with
fellow citizens.
He shows how, today, the stranger is a threatening
figure; how silence and observation have become the
only ways to experience public life, especially street life,
without feeling overwhelmed ; how each person believes
in the right, in public, to be left alone.
8. • Subculture:Subculture: Groups thatGroups that
share values, norms, andshare values, norms, and
behaviors that are notbehaviors that are not
shared by the entireshared by the entire
population.population.
community’s sense of identity
agora, the temple, the
theater, the stadium,
as those places
where the respective
Community senseCommunity sense
Of placeOf place
Urban form
Community
9. • Wherever we are, and whateverWherever we are, and whatever
we are doing, ourwe are doing, our
behaviorbehavior is influencedis influenced
by aspects of theby aspects of the environment.environment.
– BuildingsBuildings
– SceneryScenery
– PeoplePeople
– Sound etc.Sound etc.
• These influences can be soThese influences can be so
powerfulpowerful that they canthat they can
completely change the way wecompletely change the way we
behave.behave.
• Holiday, moving, war, recreationHoliday, moving, war, recreation
timetime
10. ADAPTIVE BEHAVIORAL
SEGMENTS
THE SUBWAY
We surrender the
rules of personal
space in unique
scenarios
`
INVASION OFSPACE
RESULTED IN ANGER
ZONES, ORIENTATION AND FORMATIONS
“The study of human
behavior, well-being,
and experience in
relation to the socio-
physical environment”
11. ARE PEOPLE IN AUTO
PILOT OR IN THE
MOMENT
consumerism
Companies
Fool Their
Customers
Rewards and gift packages
Sale and discount
Products are still claiming
health benefits
Misleading illustrations
Misleading illustrations
Most Developed Countries
Do Not Fluoridate
Their Water
Fluoridated Countries Do
Not Have Less Tooth Decay
Than Non-Fluoridated
Countries
Nutrient deficiencies
Infant formula consumption
Kidney disease
Diabetes
NEW CULTURE
VIRTUAL SOCIETY
12. Personal freedoms, suchPersonal freedoms, such
as freedomof religion,as freedomof religion,
speech, and the press,speech, and the press,
are central to theare central to the
American way of lifeAmerican way of life
Judgments should
be based on a
sense of right and
wrong. This sense
of morality also
involves helping
the less fortunate.
Hard work, initiative,
and individual effort
are the keys to
personal
achievement.
Doing Well at school and at work
is important. Gaining wealth and
prestige is a sign of success.
13. American Values Indian Values
Independent Dependent
Progress and Material Comfort Adjustability
Work( goal oriented ) Work( family oriented)
Individualism Family Oriented
Efficiency and Practicality Competitive
Morality and Humanitarianism Morality and Humanitarianism
Equality and Democracy Morality and Humanitarianism
Mobility Stability
Behaviorol Codes
14. • WE ARE STILL EVOLVING, ANDMODELS OF SOCIETY ARE CHANGING, BECAUSEWE ARE STILL EVOLVING, ANDMODELS OF SOCIETY ARE CHANGING, BECAUSE
BASIC HUMAN NEEDS ARRE CHANGING.BASIC HUMAN NEEDS ARRE CHANGING.
• , HUMANS ARE DEVELOPING VITUAL SOCIETIES ANDMAN IS GRADUALLY, HUMANS ARE DEVELOPING VITUAL SOCIETIES ANDMAN IS GRADUALLY
BECOMING ANTI SOCIAL ANIMALS ORMINIMAL SOCIAL ANIMALBECOMING ANTI SOCIAL ANIMALS ORMINIMAL SOCIAL ANIMAL
• FORPROOF - WE DON’T KNOWOURNEIGHBOURS, WALKING ALONE IN STREETS ISFORPROOF - WE DON’T KNOWOURNEIGHBOURS, WALKING ALONE IN STREETS IS
LIKE NIGHTMARE, LOT OF OPPORTUNITIES ON WEB.LIKE NIGHTMARE, LOT OF OPPORTUNITIES ON WEB.
• Globalization ON WEBGlobalization ON WEB
• Consumerism – HUMANS AS ATMS FORTHE PRODUCERS.-Consumerism – HUMANS AS ATMS FORTHE PRODUCERS.- By introducing a technique toBy introducing a technique to
probe the unconscious mind, Sigmund Freud provided useful tools for understanding theprobe the unconscious mind, Sigmund Freud provided useful tools for understanding the
secret desires of the masses.- USED TO CONTROL MASSESsecret desires of the masses.- USED TO CONTROL MASSES
• DUW TO GLOBALIZATION AND CONSUMERISM YOU CAN FIND AMERICADUW TO GLOBALIZATION AND CONSUMERISM YOU CAN FIND AMERICA
EVERYWHERE. A SOCIETY IN CONTROL.EVERYWHERE. A SOCIETY IN CONTROL.
