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TIM STOCK
The Patterns
of Culture
Strategic Design &
Management Summer 2014
TIM STOCK 2
trend analytics - reading and patterning signals
LANGUAGE CODES CULTURE STORY
TIM STOCK
TREND
FORCES
PERCEPTION/
BEHAVIOR
3
analyzing language on the social web
understanding how language evolves in c...
TIM STOCK 4
Google Ngram
a tool that allows to test linguistic patterning on a
large corpus of scanned texts
TIM STOCK 5
Google Ngram as a cultural analytics tool
google Ngram is a tool that allows to test linguistic
patterning on ...
TIM STOCK
PERCEPTION/
BEHAVIOR
7
victory gardens as an Ngram visualization
1939 1970
TREND
FORCES
austerity
sustainability...
TIM STOCK
1969 1981
drug culture as expressed language
what trend forces correlate to the peaks in narrative?
8
TIM STOCK
TREND
FORCES
PERCEPTION/
BEHAVIOR
9
drug culture as an Ngram index
1965 1980
status
rebellion
meaning meaning
fo...
TIM STOCK 10
1970s
hip-hop - tracking expressed language
TIM STOCK
TREND
FORCES
PERCEPTION/
BEHAVIOR
11
1975 1985 1995 2005
what forces shaped the
rise in language?1. how has the
...
TIM STOCK 12
2014
hip-hop - meaning evolves as past symbolic
expression becomes common vernacular
TIM STOCK 13
aspiration culture - patterns in language
1980s
TIM STOCK 14
cellphone as totem - identifying hidden meaning
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
TIM STOCK
PERCEPTION/
BEHAVIOR
TREND
FORCES
15
LANGUAGE
TREND FORCES
CODES
CULTURE
LANGUAGE
TREND FORCES
CODES
CULTURE
LAN...
TIM STOCK 16
yuppie culture - cultural systems / connotation
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
TIM STOCK 17
yuppie culture - cultural systems / connotation
TIM STOCK
PERCEPTION/
BEHAVIOR
TREND
FORCES
economic boom + new urbanism
sushi
cappuccino
1985
18
status + fraternity + ra...
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decoding Bobos
20
in the 2000s a new culture of aspiration emerges
2000s
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made in usa
2000
PERCEPTION/
BEHAVIOR
TREND
FORCES
21
guilt + tactile + local
codes of Bobo culture - cultural s...
TIM STOCK
decoding whole foods vs. trader joe’s
22
“whole paycheck” vs. the rise of a more understated urban shopper
LANGU...
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The Future of __________
trends as innovation - where do we invest?
supermarkets
past present future
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
transparency
eating tastes and behavior
quantity
25
quality
past present fut...
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
26
frozen foods shaped behavior towards quantity and convenience
1960
how I ...
TIM STOCK 27
where do we invest?
the evolution of food signals
FIXED LIVING
1960 2014
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FROZEN
28
fixed / standardized clean / wisdom
our move to fresher food reflects a shift
codes inform the broader ...
TIM STOCK
1980
PERCEPTION/
BEHAVIOR
TREND
FORCES
29
convenience craft
language reveals the point that culture begins to ch...
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: scenarios based on cultural dynamics
30
MACRO TR...
TIM STOCK 31
The Future of __________
trends as innovation - where do we invest?
cars
past present future
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2014
32
the future of cars
how does a car company leverage trends?
what is t...
TIM STOCK 33
predicting the future meaning of cars
electric cars were the future in the early 20th century
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PERCEPTION/
BEHAVIOR
TREND
FORCES
34
the rise and fall of electric cars
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LANGUAGE
TREND FORCES
CODES
CULTURE
35
1960
Ford Falcon
second car
MICRO TREND
the meaning of cars in the 1950s
...
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2002 Hummer
post-9/11
36
car as fallout
shelter
MICRO TREND
9/11 + homeland ...
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the meaning of cars after 9/11
forces/language/culture
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2012 Nissan Cube
38
moving
toasters
MICRO TREND
how do you see cars differen...
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2014
Google
Driverless Car
39
geo-location + artificial intelligence
car as p...
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
future
source: Wired.com/Autopia
40
you won’t need a driver’s license in the...
TIM STOCK 42
The Future of __________
a peek into next week...
cars
fast food
education
fast fashion
music
television
vide...
[SIS] The Patterns of Culture
[SIS] The Patterns of Culture
[SIS] The Patterns of Culture
[SIS] The Patterns of Culture
[SIS] The Patterns of Culture
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[SIS] The Patterns of Culture

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lecture in a series from Strategic Design & Management Summer Intensive at Parsons the New School for Design http://parsons-sis2014.tumblr.com

Published in: Data & Analytics

Transcript of "[SIS] The Patterns of Culture"

  1. 1. TIM STOCK The Patterns of Culture Strategic Design & Management Summer 2014
  2. 2. TIM STOCK 2 trend analytics - reading and patterning signals LANGUAGE CODES CULTURE STORY
  3. 3. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 3 analyzing language on the social web understanding how language evolves in context is critical to transformative consumer intelligence
  4. 4. TIM STOCK 4 Google Ngram a tool that allows to test linguistic patterning on a large corpus of scanned texts
  5. 5. TIM STOCK 5 Google Ngram as a cultural analytics tool google Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts
  6. 6. TIM STOCK 6 victory gardens - expressed language 1940
  7. 7. TIM STOCK PERCEPTION/ BEHAVIOR 7 victory gardens as an Ngram visualization 1939 1970 TREND FORCES austerity sustainability meaning forces meaning forces
  8. 8. TIM STOCK 1969 1981 drug culture as expressed language what trend forces correlate to the peaks in narrative? 8
  9. 9. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 9 drug culture as an Ngram index 1965 1980 status rebellion meaning meaning forces forces marijuana cocainelocal global
  10. 10. TIM STOCK 10 1970s hip-hop - tracking expressed language
  11. 11. TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 11 1975 1985 1995 2005 what forces shaped the rise in language?1. how has the meaning evolved?2. meaning meaning meaning forces forces forces
  12. 12. TIM STOCK 12 2014 hip-hop - meaning evolves as past symbolic expression becomes common vernacular
  13. 13. TIM STOCK 13 aspiration culture - patterns in language 1980s
  14. 14. TIM STOCK 14 cellphone as totem - identifying hidden meaning LANGUAGE TREND FORCES CODES CULTURE 1980s
  15. 15. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES 15 LANGUAGE TREND FORCES CODES CULTURE LANGUAGE TREND FORCES CODES CULTURE LANGUAGE TREND FORCES CODES CULTURE 80s meaning forces meaning forces meaning forces 90s 00s cellphone as signifier - the context of signals
  16. 16. TIM STOCK 16 yuppie culture - cultural systems / connotation LANGUAGE TREND FORCES CODES CULTURE 1980s
  17. 17. TIM STOCK 17 yuppie culture - cultural systems / connotation
  18. 18. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES economic boom + new urbanism sushi cappuccino 1985 18 status + fraternity + rank yuppie culture - cultural systems / connotation meaning forces
  19. 19. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE decoding Bobos 19 in the 2000s a new culture of aspiration emerges 2000s
  20. 20. TIM STOCK decoding Bobos 20 in the 2000s a new culture of aspiration emerges 2000s
  21. 21. TIM STOCK made in usa 2000 PERCEPTION/ BEHAVIOR TREND FORCES 21 guilt + tactile + local codes of Bobo culture - cultural systems / connotation meaning forces
  22. 22. TIM STOCK decoding whole foods vs. trader joe’s 22 “whole paycheck” vs. the rise of a more understated urban shopper LANGUAGE TREND FORCES CULTURE CODES
  23. 23. TIM STOCK stories 23 patterns The Future of __________ trends as innovation where do we invest? signals
  24. 24. TIM STOCK 24 The Future of __________ trends as innovation - where do we invest? supermarkets past present future
  25. 25. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE transparency eating tastes and behavior quantity 25 quality past present future the future of supermarkets what trend forces are likely to impact future patterns? technology + farming + government subsidies culture casts meaning
  26. 26. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 26 frozen foods shaped behavior towards quantity and convenience 1960 how I make my home new suburbia + appliances + globalism improved processed science decoding supermarkets culture casts meaning
  27. 27. TIM STOCK 27 where do we invest? the evolution of food signals FIXED LIVING 1960 2014
  28. 28. TIM STOCK FROZEN 28 fixed / standardized clean / wisdom our move to fresher food reflects a shift codes inform the broader narrative 1960 2014 FRESH FRESH
  29. 29. TIM STOCK 1980 PERCEPTION/ BEHAVIOR TREND FORCES 29 convenience craft language reveals the point that culture begins to change course tracking inflection points meaning forces patterns
  30. 30. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE future forecasting futures: scenarios based on cultural dynamics 30 MACRO TREND farming/retail hybrids I trust food I see grown transparent production + fuel costs + sustainability local seasonal trust
  31. 31. TIM STOCK 31 The Future of __________ trends as innovation - where do we invest? cars past present future
  32. 32. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2014 32 the future of cars how does a car company leverage trends? what is the meaning of the car? fuel costs + urban planning + technology why do I need a car? freedom utility past present future flexibility culture casts meaning culture casts meaning culture casts meaning
  33. 33. TIM STOCK 33 predicting the future meaning of cars electric cars were the future in the early 20th century
  34. 34. TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES 34 the rise and fall of electric cars
  35. 35. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 35 1960 Ford Falcon second car MICRO TREND the meaning of cars in the 1950s cheap materials + abundant oil + suburbia I drive everywhere freedom keep up with the Jonses forces/language/culture
  36. 36. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2002 Hummer post-9/11 36 car as fallout shelter MICRO TREND 9/11 + homeland security + upcycling pro equipment why do I need a car? security the extreme professional forces/language/culture the meaning of cars after 9/11
  37. 37. TIM STOCK 37 the meaning of cars after 9/11 forces/language/culture
  38. 38. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2012 Nissan Cube 38 moving toasters MICRO TREND how do you see cars differently from your parents? why? the generational meaning of cars
  39. 39. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2014 Google Driverless Car 39 geo-location + artificial intelligence car as personal device what happens when we stop driving? safety MICRO TREND passive neo-urbanism integrated mega-cities auto grids MACRO TREND
  40. 40. TIM STOCK LANGUAGE TREND FORCES CODES CULTURE future source: Wired.com/Autopia 40 you won’t need a driver’s license in the future MACRO TREND insurance MICRO TREND telematics geo-location + artificial intelligence car as personal device neo-urbanism passive integrated mega-cities anonymous seeing the transformative narrative
  41. 41. TIM STOCK 41 acting on trend signals MACRO TREND integration MICRO TREND conveniencealways factor in evolving cultural dissonance
  42. 42. TIM STOCK 42 The Future of __________ a peek into next week... cars fast food education fast fashion music television video games wearable tech museums how might you help a client get ahead of where the culture is going?
  43. 43. TIM STOCK 43 thank you.

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