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 cultural awareness.

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Culture + Design

  1. CULTURE + DESIGNInteractions 12#cultureUX
  2. About MeErik Dahl@eadahl#cultureUX
  3. About this talk4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS
  4. Cultural Fit
  5. “The Phone Stack” Game
  6. CULTURALOrientation Methodology
  7. THE REAL JOURNEY OFDISCOVER CONSISTS NOT INSEEING NEW LANDSCAPES BUTIN HAVING NEW EYES. - MARCEL PROUST
  8. YES... AND... CULTUREPsychologyPhysiologyEmotionsContextActivitiesMotivationsGoals
  9. YES... AND...
  10. I’m NOT talking about creating culture within your organization
  11. I’m NOT talking aboutcross-cultural design
  12. Cultural Foil
  13. we are all members ofMANYCULTURES
  14. Okay, great.So, what is culture about? HOW DO WE DEFINE IT?
  15. Culture is:Behavior - what people doKnowledge - what people knowArtifacts - things people make and use. - James Spradley
  16. 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
  17. 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
  18. 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
  19. these definitions point to a GENERATIVE concept of culture NOT a TAXONOMIC concept of culture
  20. our designs become sites ofCULTURAL PRODUCTION
  21. ...it is in its transparencyJoe Ballay onfunction that it fulfills its design
  22. 3 building blocksof CULTURE
  23. building block #1PATTERNS
  24. An underlying shared system ofinformation and knowledge thatis manifest through patterns ofnorms, behaviors and signifiers.
  25. patterns help us SEE culture
  26. patterns are the SYNTAX of culture
  27. patterns provide the MATERIAL of culture
  28. How do we suss out?PATTERNS
  29. be OPEN to the WORLD. NOTICE Let go of your ASSUMPTIONS.
  30. Sweatener, not Cleaner
  31. Farmhouse, not Urban
  32. 3 building blocks of culture Patterns --- --- See --- --- Syntax --- --- Material --- --- Notice --- --- Let go of --- --- Assumptions
  33. building block #2STORIES
  34. Clifford GeertzCulture is simply the ensemble ofstories we tell ourselves about ourselves.
  35. Harry Crews
  36. 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.
  37. stories help usUNDERSTAND culture
  38. stories are the SEMANTICS of culture
  39. stories provide an EMIC perspective of culture
  40. How do we suss out?STORIES
  41. be OPEN to the PEOPLE.EMPATHIZE Build new ASSUMPTIONS.
  42. CreativityPassionAuthenticityCommunityEngagedPersonal Expression
  43. A “Value-based Syllogism” define general my expression of < value > < value > < brand x > (-) (+)neg. brand pos. brandexpression expression
  44. “It used to be that you got ahead by workingharder, but now it’s about working smarter.”
  45. 3 building blocks of culture Patterns Stories --- See Understand --- Syntax Semantics --- Material Emic --- Notice Empathize --- Let go of Build new --- Assumptions Assumptions
  46. building block #3INTERPRETATION
  47. Clifford GeertzDeep knowledge is the ability to makecomplex connections to central concpets.
  48. We can’t just give people what they want.
  49. Kim Philby“I learned more at cocktail partiesthan by photographing documents...”
  50. interpretations help us KNOW culture
  51. interpretations are thePRAGMATICS of culture
  52. interpretations provides an ETIC perspective of culture
  53. How do we suss out?INTERPRETATION
  54. be OPEN to the OURSELVES. MODEL Challenge your ASSUMPTIONS.
  55. Enculturation
  56. Openings ClosingsIt’s not always about what you notice on the clock.
  57. Cultural Function
  58. Cultural Form
  59. 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
  60. CULTURE + DESIGNIMPLICATIONS
  61. MEANINGULTIMATELY, CULTURE IS ALL ABOUT
  62. ASSUMPTIONSAcknowledge...Let go of...Build...Challenge...
  63. NEW EYESCultural understanding provides a lensor orientation towards the world andour everyday lives.
  64. TRICKSTER Designer as...
  65. Summary4 VIGNETTES DEFINING 3 BUILDING BLOCKS & CAVEATS CULTURE OF CULTURE IMPLICATIONS
  66. CULTURE + DESIGNthanks@eadahl erik@goinvo.com
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