Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
The Powdermaker Problem
Why Business Ethnographers Should Read Industry Trade Press
John McCreery, The Word Works, Ltd.
jl...
The Author & The Book
In 1950, anthropologist Hortense
Powdermaker published what Wikipedia
describes as “the first and sti...
Kirkus Reviews
An anthropologist's coolly scientific and thoroughly documented analysis
of the transient, illusionary world...
A Sociologist
"Hollywood as 'Dream Factory' just Nightmare to Femme
Anthropologist”—so runs the headline over the Variety ...
Thus, The Problem
Why was one review so positive, while the
other was so negative?
Two Propositions
• The difference between the two reviews suggests
important lessons for business anthropology.
• One of t...
Our World Today
“Anthropology no longer operates under the ideal of
discovering new worlds like explorers of the fifteenth
...
For Business
Anthropologists
• “The subjects of study themselves” are business
insiders.
• What we see as interesting, the...
A Useful Hint
From Howard Golden’s review in Variety
“Most of it could have been put together by any hep
Hollywood corresp...
Industry Trade Press
• Newspapers, magazines, and other publications
that cover industry news and analyze industry
trends
...
Examples from Japan
Magazines
Books
Annuals
Public Data
What can we learn?
Identify Current Issues
What industry insiders think is important and what
they see as pressing problems
Add Historical Depth
• Trade press publications are archived, making it
possible to see current issues in historical conte...
From Grant McCracken
cultureby.com
Quick ethnography
What Anthro Adds
A Final Thought
Three Rules
• Speak the client’s language

—Reading the trade press will teach you that language
• Have something unexpect...
Thank You
Nächste SlideShare
Wird geladen in …5
×

Powdermaker problem iuaes 2016v2

150 Aufrufe

Veröffentlicht am

Business ethnography will improve if business anthropologists read their industry's trade press. Examples from Japan.

Veröffentlicht in: Design
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Powdermaker problem iuaes 2016v2

  1. 1. The Powdermaker Problem Why Business Ethnographers Should Read Industry Trade Press John McCreery, The Word Works, Ltd. jlm@wordworks.jp
  2. 2. The Author & The Book In 1950, anthropologist Hortense Powdermaker published what Wikipedia describes as “the first and still the only substantial anthropological study of the film industry.”
  3. 3. Kirkus Reviews An anthropologist's coolly scientific and thoroughly documented analysis of the transient, illusionary world of Hollywood which shows the interaction of the dreams it manufactures on our society-from which-in turn-they stem. Believing that Hollywood is not a reflection but rather a "caricature of selected contemporary tendencies", this book analyzes prevalent types and techniques as well; the accent on sex and money; the impermanence and instability of the life there; the power of the front office, of censorship, of monopolies of production and distribution; producers, writers, directors, and the rewards which are financial rather than occupational; the star system—and the publicization of private lives; and the whole inclination of this society towards the totalitarian rather than the democratic. Facts as well as faces brighten the examination which is not too seriously angled to catch popular interest.
  4. 4. A Sociologist "Hollywood as 'Dream Factory' just Nightmare to Femme Anthropologist”—so runs the headline over the Variety review of this book. The Variety reviewer, Herb Golden, goes on to call it a "dull and tedious tome," remarks that it gets "downright silly" at times, and says that most of it could have been put together by any hep Hollywood correspondent in two weeks." He dismisses the author as naive and the book as a gimmick. Mr. Golden, no dope, has hit the nail squarely on the head. Robert Bierstedt
 University of Illinois
 American Sociological Review, vol. 17. 1951
  5. 5. Thus, The Problem Why was one review so positive, while the other was so negative?
  6. 6. Two Propositions • The difference between the two reviews suggests important lessons for business anthropology. • One of the most important is that business ethnographers should read industry trade press.
  7. 7. Our World Today “Anthropology no longer operates under the ideal of discovering new worlds like explorers of the fifteenth century. Rather we step into a stream of already existing representations produced by journalists, prior anthropologists, historians, creative writers, and of course the subjects of study themselves.” George E. Marcus and Michael M.J. Fischer
 Anthropology as Cultural Critique: An Experimental Moment in the Human Sciences. 
 Chicago: University of Chicago Press, 1999, p. xx. 
  8. 8. For Business Anthropologists • “The subjects of study themselves” are business insiders. • What we see as interesting, they may see as common sense. • Our analysis may thus seem shallow. • It may also seem insulting.
  9. 9. A Useful Hint From Howard Golden’s review in Variety “Most of it could have been put together by any hep Hollywood correspondent in two weeks.”
  10. 10. Industry Trade Press • Newspapers, magazines, and other publications that cover industry news and analyze industry trends • To which we can now add blogs and websites
  11. 11. Examples from Japan
  12. 12. Magazines
  13. 13. Books
  14. 14. Annuals
  15. 15. Public Data
  16. 16. What can we learn?
  17. 17. Identify Current Issues What industry insiders think is important and what they see as pressing problems
  18. 18. Add Historical Depth • Trade press publications are archived, making it possible to see current issues in historical context. • Demonstrating knowledge makes interviews more productive. • References to industry history make insights more persuasive.
  19. 19. From Grant McCracken cultureby.com
  20. 20. Quick ethnography
  21. 21. What Anthro Adds
  22. 22. A Final Thought
  23. 23. Three Rules • Speak the client’s language
 —Reading the trade press will teach you that language • Have something unexpected to say
 —Reading the trade press from an anthropologist’s perspective may suggest useful insights • Leave room for further development
 —Remember, you’re working with others who will also want to have a say
  24. 24. Thank You

×