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Analyzing Selfies
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Analyzing Selfies



culture mapping the meaning and evolution of selfie shots

culture mapping the meaning and evolution of selfie shots



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Analyzing Selfies Analyzing Selfies Presentation Transcript

  • scenarioDNA January 2014 Analyzing Selfies culture mapping the meaning and evolution of selfie shots IMAGE: MICHAEL JASKOLSKI (CREATIVE COMMONS) scenarioDNA | connecting ideas to culture Authors Tim Stock Marie Lena Tupot 1
  • language behavior culture networks we study culture we also study networks why people do what they do how people access meaning scenarioDNA | connecting ideas to culture 2
  • video: http://www.scenariodna.com/culturemapping we call our approach culture mapping patent pending methodology for cultural and linguistic analysis scenarioDNA | connecting ideas to culture 3
  • collective culture collective identity zeitgeist spreading the message cultural saturation migration analytical expressive patterns action symbol wiring the behavior counter establishing the language counter culture culture mapping structures expression structuring small networks that establish and evolve meaning through culture scenarioDNA | connecting ideas to culture 4
  • selfie noun, informal (also selfy; plural selfies) a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website --Oxford Dictionary (November 19, 2013) frequency of use of the word selfie increased by 17,000% over the year http://blog.oxforddictionaries.com/press-releases/oxford-dictionaries-word-of-the-year-2013/ consider: SELFIE, Oxford Dictionary word of 2013 word or expression that has attracted a great deal of interest during the year. scenarioDNA | connecting ideas to culture 5
  • Astronaut Luca Parmitano Make-believe girlfriend guy Justin Bieber with Selena Gomez Kim Kardashian Beyonce Geraldo Rivera Lena Dunham we have a love/hate relationship with the selfie we take inventory on the ubiquity of selfies. yet we determine to loathe the word. scenarioDNA | connecting ideas to culture 6
  • Madonna, Instagram (2013) http://www.muumuse.com/2013/02/madonna-instagram-saturday-night.html/ selfies are a form of expression pictures taken of yourself meant to be uploaded to a social networking website. scenarioDNA | connecting ideas to culture 7
  • selfies are individual in nature a raw individual expression that gives us a sense of who a person is individually. scenarioDNA | connecting ideas to culture 8
  • Gustave Courbet, “Le Désespéré” (1843) http://hyperallergic.com/76218/before-the-selfie-the-self-portrait/ self portraits are nothing new for centuries, we have been controlling the self-image we want put out to the world. scenarioDNA | connecting ideas to culture 9
  • 5 years de Goya, “Self-portrait in Studio,” (1790–95) 5 seconds Huawei’s P6 Ascend features beauty mode. http://www.theinquirer.net/inquirer/review/2285746/huawei-ascend-p6-review/page/3 selfie or self-portrait, the act takes work lighting, filter, duck face, angle or app, it’s about controlling the image. scenarioDNA | connecting ideas to culture 10
  • friend Grand Duchess Anastasia Nikolaevna self portrait with Kodak Brownie Camera, 1914, intended to be shared with a friend. internet http://www.digitaltrends.com/social-media/selfies-are-now-the-mostpopular-genre-of-picture-and-in-related-news-everyones-the-worst/ context of sharing defines photographic selfies the act of implicit sharing is what defines selfies as we know them. scenarioDNA | connecting ideas to culture 11
  • http://www.brainpickings.org/index.php/2013/11/26/vivian-maier-self-portraits-book/#! photographer Vivian Maier took self portraits defining her elusive selfhood, her self portraits were not intended to be shared. scenarioDNA | connecting ideas to culture 12
  • (http://www.mediabistro.com/alltwitter/the-selfie-phenomenon_b50630) selfies are shared to make impact Some 35 million posts using the #selfie hashtag exist on Instagram alone. scenarioDNA | connecting ideas to culture 13
  • celebrating selfies or pointing to overuse? Swedish digital studio Humblebee built this app: howmanyselfiescanyouhandle.com scenarioDNA | connecting ideas to culture 14
  • http://www.nytimes.com/2013/12/29/arts/the-meanings-of-the-selfie.html?_r=0 selfie king? james franco Franco believes a well-stocked collection of selfies garners attention. scenarioDNA | connecting ideas to culture 15
  • the trouble with selfies we view selfies as a homogenous attention grabbing device. scenarioDNA | connecting ideas to culture 16
  • "We can only see a short distance ahead, but we can see plenty there that needs to be done." --Code Breaker Alan Turing, 1912-1954 structure for interpreting visual data is missing selfies are all not the same. we have yet to establish an analyzing structure. scenarioDNA | connecting ideas to culture 17
  • “If you have a camera that faces you, why not take a self portrait?” http://evndvs.com/2013/11/13/ albert-einstein-on-iphones/ we place our own perception of ego on selfies the more we know, the more we can gain knowledge from the expression of others. scenarioDNA | connecting ideas to culture 18
  • http://www.youtube.com/watch?v=vbqIQcKNE7E first, what defines a selfie? self-awareness, the moment, the motivation, the perspective, shareability scenarioDNA | connecting ideas to culture 19
  • outstretched arm camera duck face mirror squinch second, fleeting elements do not make a selfie. these are all elements of a selfie that contribute to its context. scenarioDNA | connecting ideas to culture 20
  • focus is self: Fred, in this case drive is to position oneself in a certain light third, let’s be clear: #USie is definitely #selfie the lack of clarity is what drives us mad when new tags like #usie come on the scene. scenarioDNA | connecting ideas to culture 21
  • expressive Lena Dunham, front-facing camera self-reflective Lena Dunham, reflected one person, two selfies, world of difference look at my moment in time vs. see what I am seeing scenarioDNA | connecting ideas to culture 22
  • tilt of head? position of arm? eye squinch? who’s in the shot? who’s not in the shot? who’s front and center? smile/pout? gaze. at camera? screen? elsewhere? what are they wearing? who’s sharing? camera presence? where sharing? lighting? location? caption? background? hashtags? text in frame? who is tagged? what’s important: visual language before we chalk it all up to narcissism, we need to deconstruct what’s going on. scenarioDNA | connecting ideas to culture 23
  • who’s in the shot? tilt of head? position of arm? who’s not in the shot? eye squinch? who’s front and center? smile/pout? what are they wearing? gaze. at camera? screen? elsewhere? who’s sharing? camera presence? where sharing? lighting? caption? location? background? hashtags? text in frame? who is tagged? http://www.buzzfeed.com/ellievhall/george-zimmermans-lawyer-goes-out-for-ice-cream-after-defend another proud parent/child photo selfie posted by daughter of Zimmerman lawyer Don West. account closed. scenarioDNA | connecting ideas to culture 24
  • “The studium is ultimately always coded, the punctum is not...” --Roland Barthes, Camera Lucida http://thiscageisworms.com/2013/09/03/ derrida-accidentally-wrote-about-thepower-of-the-selfie-in-1981/ an imbalance exists we use a laundry list of elements to gauge selfies, instead of gauging impact. scenarioDNA | connecting ideas to culture 25
  • child mother security enclosed setting no camera present hidden mother front and center Victorian baby photography actress Una Foden & daughter Aoife Belle http://www.mackbooks.co.uk/books/1006-The-Hidden-Mother.html http://www.dailymail.co.uk/tvshowbiz/article-2529045/Una-Fodenshares-selfie-daughter-Aoife-Belle-gear-Christmas.html http://www.theguardian.com/artanddesign/gallery/2013/dec/02/hiddenmothers-victorian-photography-in-pictures#/?picture=423698550&index=9 victorian baby portraits: the notness of selfies mothers discreetly hide in portraits to be shared, in deference to their babies. scenarioDNA | connecting ideas to culture 26
  • not your camera not your mirror not your unprompted moment in time not your choice of sharing Art in Translation: Selfie, The 20/20 Experience by artist Patrick Specchio and Museum of Modern Art. mock selfies: selfies lost in translation the extent of control determines what is defined as a selfie scenarioDNA | connecting ideas to culture 27
  • lack of control of situation focus is situation over self peer-influenced “selfie” motivated by external forces. in this case, peers chipping in on the dare. scenarioDNA | connecting ideas to culture 28
  • icon in a selfie: Fabio’s selfie, not the pope’s pope equals iconic symbol in a selfie. scenarioDNA | connecting ideas to culture 29
  • http://www.dailymail.co.uk/video/ video-1076936/Clooney-does-videoselfie-support-Ukrainian-protest.html PSA message: not a Clooney video selfie Message of hope and support from George Clooney to Ukrainian protesters. scenarioDNA | connecting ideas to culture 30
  • potential selfie: yet to be shared potential selfie still lives within the danish prime minister’s personal archive scenarioDNA | connecting ideas to culture 31
  • 1888, a hotel in Sydney, has been designed with Instagram users in mind. Every detail of the hotel has been curated to be worthy of an Instagram photograph. http://www.dailymail.co.uk/femail/article-2415883/Instagram-hotel-1888-Hotel-Sydney-selfiecheck-space-free-stay-popular-users.html#ixzz2pTA9b4OU formulaic prescribed predictable lack of understanding selfies creates fads we’re allowing the act of creating selfies to define our spaces #backwardthinking. scenarioDNA | connecting ideas to culture 32
  • The Irish Farmer’s Journal held a contest on their Facebook recently to find the best farmer selfie. http://www.buzzfeed.com/ ryanhatesthis/farmer-selfiesis-the-newest-weirdest-andgreatest-trend-on formulaic prescribed predictable we’re identifying trends generated by marketing media contests are not unprompted selfies. scenarioDNA | connecting ideas to culture 33
  • Kobe and Messi Trade Epic Selfies for Turkish Airlines http://www.adweek.com/news/ advertising-branding/ad-day-kobeand-messi-trade-epic-selfiesturkish-airlines-154312 formulaic prescribed predictable the theme of one-upmanship proliferates comical, but still publicity stunt, not really the essence of a selfie. scenarioDNA | connecting ideas to culture 34
  • http://news.cnet.com/8301-17852_3-57616605-71/higherstronger-dumber-yes-its-the-selfie-olympics/ technique http://socialnewsdaily.com/17029/whats-super-selfie-askgabriel-valenciano-explains-viral-video-meme/ disregard The Selfie Olympics The Super Selfie Selfieception (Credit: The Selfie Game/Twitter) “video of yourself disregarding (most important word) your self-image” we’re stuck: stuck in spectacle mode once, a trend reaches mass appeal, we lose sight of nuances. scenarioDNA | connecting ideas to culture 35
  • "Broly", an alleged member of the Knights Templar Cartel. (source: Antoine Nouvet/Open Empowerment Initiative.) http://www.vice.com/read/mexicos-drug-cartels-are-using-the-internet-to-get-up-to-mischief yet, selfies have gotten serious in Mexico, for one, they are empowering individuals and rewiring relations. scenarioDNA | connecting ideas to culture 36
  • “I’m with you” once removed, media opp SELFIE AS SHARED EXPERIENCE “look at this” STATIC the joiners SELFIE AS SWAGGER EXPRESSIVE ANALYTIC SELFIE AS STORY opening up conversation “look at me” PROGRESSIVE manipulating the media SELFIE AS RITUAL “here I am” by coding selfies, we can analyze patterns we use a culture-based matrix defined by expression and relation to society. scenarioDNA | connecting ideas to culture 37
  • STATIC “look at this” SELFIE AS SWAGGER 2002 science forum posting: "drunk at a mates 21st...landed lip first on steps...sorry about the focus, it was a selfie." EXPRESSIVE ANALYTIC Psychologist Gail Dines, author of Pornland, believes the selfie is about visibility, not vanity, “for [women] the way to visibility [is] fuckability.” “look at me” http://www.straight.com/life/368086/putting-selfies-under-feminist-lens SELFIE AS STORY http://www.abc.net.au/news/2013-11-19/ selfie-beats-twerk-as-word-of-the-year/ 5102154#screenshot PROGRESSIVE modern selfies started with: stories & visibility these sustainable aspects are what gave selfies momentum a decade ago. scenarioDNA | connecting ideas to culture 38
  • SELFIE AS SHARED EXPERIENCE funeral selfie haircut selfie http://socialmedialondon.co.uk/wp-content/uploads/2013/12/Selfie-Spin-Offs.png popular selfie subgenres connect to saturation none of these take us by surprise or truly shift behavior. scenarioDNA | connecting ideas to culture 39
  • SELFIE AS SWAGGER LeBron James in hockey mask. Kim Kardashian acupuncture. vainglorious selfies, confident but little else they make a mark to demonstrate that they are part of the selfie network. scenarioDNA | connecting ideas to culture 40
  • SELFIE AS RITUAL artist Ai Weiwei hospitalized after police beating. FEMEN activist joins topless protest. activism hijacks the selfie channel slowly, the scene of passivity shifts and involvement is necessitated. scenarioDNA | connecting ideas to culture 41
  • SELFIE AS STORY Teen killed in Lebanon bombing shortly after selfie taken. Selfie re-posted to launch protest. http://www.huffingtonpost.co.uk/2013/12/28/ beirut-bombing-selfie-teen_n_4512334.html Boston Bomber selfie used as Rolling Stone cover. http:// irvingistrappedintheweb.blogspot.com/ 2013/11/semiotic-interpretation-ofrolling.html infamous selfies shared not as intended = impactful beyond personal network and out of control of the taker, selfies take on new meaning. scenarioDNA | connecting ideas to culture 42
  • Rihanna selfie with endangered slow loris led to two arrests in Phuket, Thailand. without question, selfies reflect our culture selfies, as they exist in current context, do not help us see what they could be. scenarioDNA | connecting ideas to culture 43
  • “The other women I wove always had felt like reflections of myself, but after I had gone down the road of weaving myself nude, weaving my tattoos and my breasts many different times, these girls were me.” -- tapestry artist Erin Riley http://arrestedmotion.com/2013/07/interview-eric-riley/ coming full circle, selfies are an outlet when we see ourselves reflected, the combination of story and visibility is captivating. scenarioDNA | connecting ideas to culture 44
  • HIERARCHICAL INDIVIDUALISM 95 95 93 69 68 RIGID 89 71 86 80 85 76 60 POWER DISTANCE INDIVIDUALISM UNCERTAINTY AVOIDANCE 39 35 38 25 55 35 18 EQUALITY COLLECTIVISM RELAXED Hofstede’s Cultural Dimensions reflects countries showing the relationship between individual expression and context of social codes. scenarioDNA | connecting ideas to culture 45
  • STATIC SELFIE AS SHARED EXPERIENCE SELFIE AS SWAGGER “look at this” “I’m with you” EXPRESSIVE ANALYTIC “look at me” “here I am” SELFIE AS STORY SELFIE AS RITUAL PROGRESSIVE that country zeitgeist interplays with selfies too even when it comes to selfies, country culture manifests itself uniquely. scenarioDNA | connecting ideas to culture 46
  • SELFIE AS SHARED EXPERIENCE STATIC russia “I” saudi arabia #yolo SELFIE AS SWAGGER #я hong kong “selfie Tuesday is cooler than Stephen Chow” lebanon online protest #notamartyr #自拍星期二勁過周星馳 EXPRESSIVE ANALYTIC mexico usa #olakease #me canada slang for canadian #canuck SELFIE AS STORY “hey, what’s up?” france “the selfie” #leselfie SELFIE AS RITUAL PROGRESSIVE selfie qualifier hashtags hashtags and language choice from country to country is revealing. scenarioDNA | connecting ideas to culture 47
  • russia hong kong globally, we see the disconnect we respond with memes in frustration. scenarioDNA | connecting ideas to culture 48
  • K-pop selfies use the hashtag #selca (self camera) Girls’ Generation’s Jessica SECRET’s Hyosung MissA’s Suzy a global ideal forms we begin to let the selfie redefine beauty. demure, doll-like selfies exhibit vulnerability. scenarioDNA | connecting ideas to culture 49
  • 2013 Miss Korea pageant. Many beauty queens, only one face. http://jezebel.com/plastic-surgery-means-many-beauty-queens-but-only-one-480929886 in South Korea, this ideal has become a meme as we use selfies to define our spaces, we use them to define our ideals. scenarioDNA | connecting ideas to culture 50
  • Conclusions Before we make hasty judgments about vanity, let’s step back and understand what’s happening with these literal posting of heads.  •Selfies reflect all aspects of contemporary society. •We are focused on the popularity factor of selfies. •Selfies originated out of people trying to tell stories. •People are still telling stories via selfies. •Story selfies don’t garner as many likes as celebrity selfies. •However, selfies that tell stories have greater impact. •The most impactful selfies happen we most clearly see ourselves in them. •Selfies serve as a mirror that we are privileged to witness. •Looking at the popularity factor alone, we are focusing on a vulnerability that asks outside permission for acceptance. scenarioDNA | connecting ideas to culture 51
  • Contact Marie Lena Tupot partner, scenarioDNA marielena@scenariodna.com scenarioDNA | connecting ideas to culture 52