Culture + Design
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Culture + Design

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This talk was presented at Interactions12 (IxDA International Conference) in Dublin, Ireland (Feb. 2, 2012). In this talk I propose a framework for designers to develop a deeper understanding of ...

This talk was presented at Interactions12 (IxDA International Conference) in Dublin, Ireland (Feb. 2, 2012). In this talk I propose a framework for designers to develop a deeper understanding of cultural awareness.

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    Culture + Design Culture + Design Presentation Transcript

    • CULTURE + DESIGNInteractions 12#cultureUX
    • About MeErik Dahl@eadahl#cultureUX
    • About this talk4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS
    • Cultural Fit
    • “The Phone Stack” Game
    • CULTURALOrientation Methodology
    • THE REAL JOURNEY OFDISCOVER CONSISTS NOT INSEEING NEW LANDSCAPES BUTIN HAVING NEW EYES. - MARCEL PROUST
    • YES... AND... CULTUREPsychologyPhysiologyEmotionsContextActivitiesMotivationsGoals
    • YES... AND...
    • I’m NOT talking about creating culture within your organization
    • I’m NOT talking aboutcross-cultural design
    • Cultural Foil
    • we are all members ofMANYCULTURES
    • Okay, great.So, what is culture about? HOW DO WE DEFINE IT?
    • Culture is:Behavior - what people doKnowledge - what people knowArtifacts - things people make and use. - James Spradley
    • Culture is simply what gives meaning toactions, which it does by providing asense of coherence or patterning andpredictability. It provides the lens throughwhich one interprets events, scenes, andactions. - Robert Gordon
    • The concept of culture I espouse...isessentially a semiotic one. Believing with MaxWeber, that man is an animal suspended inwebs of significance he himself has spun, Itake culture to be those webs, and analysis ofit to be therefore not an experimental sciencein search of law but an interpretive one insearch of meaning. - Clifford Geertz
    • Culture is a system of shared meaningsthat is based on a signifying order, acomplex system of different types of signsthat cohere in predictable ways intopatterns or representation whichindividuals and groups can utilize to makeor exchange messages. - Marcel Danesi
    • these definitions point to a GENERATIVE concept of culture NOT a TAXONOMIC concept of culture
    • our designs become sites ofCULTURAL PRODUCTION
    • ...it is in its transparencyJoe Ballay onfunction that it fulfills its design
    • 3 building blocksof CULTURE
    • building block #1PATTERNS
    • An underlying shared system ofinformation and knowledge thatis manifest through patterns ofnorms, behaviors and signifiers.
    • patterns help us SEE culture
    • patterns are the SYNTAX of culture
    • patterns provide the MATERIAL of culture
    • How do we suss out?PATTERNS
    • be OPEN to the WORLD. NOTICE Let go of your ASSUMPTIONS.
    • Sweatener, not Cleaner
    • Farmhouse, not Urban
    • 3 building blocks of culture Patterns --- --- See --- --- Syntax --- --- Material --- --- Notice --- --- Let go of --- --- Assumptions
    • building block #2STORIES
    • Clifford GeertzCulture is simply the ensemble ofstories we tell ourselves about ourselves.
    • Harry Crews
    • Truth of the matter was, stories was everything andeverything was stories. Everybody told stories. It wasa way of saying who they were in the world. It wastheir understanding of themselves. It was lettingthemselves know how they believed the world worked;the right way and the way that was not so right.
    • stories help usUNDERSTAND culture
    • stories are the SEMANTICS of culture
    • stories provide an EMIC perspective of culture
    • How do we suss out?STORIES
    • be OPEN to the PEOPLE.EMPATHIZE Build new ASSUMPTIONS.
    • CreativityPassionAuthenticityCommunityEngagedPersonal Expression
    • A “Value-based Syllogism” define general my expression of < value > < value > < brand x > (-) (+)neg. brand pos. brandexpression expression
    • “It used to be that you got ahead by workingharder, but now it’s about working smarter.”
    • 3 building blocks of culture Patterns Stories --- See Understand --- Syntax Semantics --- Material Emic --- Notice Empathize --- Let go of Build new --- Assumptions Assumptions
    • building block #3INTERPRETATION
    • Clifford GeertzDeep knowledge is the ability to makecomplex connections to central concpets.
    • We can’t just give people what they want.
    • Kim Philby“I learned more at cocktail partiesthan by photographing documents...”
    • interpretations help us KNOW culture
    • interpretations are thePRAGMATICS of culture
    • interpretations provides an ETIC perspective of culture
    • How do we suss out?INTERPRETATION
    • be OPEN to the OURSELVES. MODEL Challenge your ASSUMPTIONS.
    • Enculturation
    • Openings ClosingsIt’s not always about what you notice on the clock.
    • Cultural Function
    • Cultural Form
    • 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
    • CULTURE + DESIGNIMPLICATIONS
    • MEANINGULTIMATELY, CULTURE IS ALL ABOUT
    • ASSUMPTIONSAcknowledge...Let go of...Build...Challenge...
    • NEW EYESCultural understanding provides a lensor orientation towards the world andour everyday lives.
    • TRICKSTER Designer as...
    • Summary4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS
    • CULTURE + DESIGNthanks@eadahl erik@goinvo.com