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scenarioDNA

December 2013

Tim Stock
Marie Lena Tupot

Observing State vs Public Patterns
mapping culture tied to Mandela...
language

behavior

we study culture
why people do what they do

scenarioDNA

|

connecting ideas to culture

2
we also study networks
how people access meaning

scenarioDNA

|

connecting ideas to culture

3
semiotics

1

2

unlock codes & drivers

3

anthropology
contextualize narrative

analytics

measure and monitor

we work ...
video: http://www.scenariodna.com/culturemapping

we call our approach culture mapping
patent pending methodology for cult...
collective culture
collective

identity

zeitgeist

spreading the message

cultural saturation
migration

analytical

expr...
source: CIA Factbook

25.5

median age

flag =

2 roads merging

springbok

national animal

79% black African
9.6% white
8...
STATIC

saudi arabia

russia

japan

discretion

south africa

frustration
EXPRESSIVE

ANALYTIC

uk

brazil

usa

evolutio...
STATIC

discretion

frustration
EXPRESSIVE

ANALYTIC

evolution

agitation
PROGRESSIVE

south africa in context: the state...
STATIC

CRITIQUES COME FULL
CIRCLE AND THE
CYCLE BEGINS AGAIN

2013
1994-now
PEOPLE ENGAGE
THE SENTIMENT
OF FREEDOM

migra...
state

president
“As your journey ends today, ours must continue in earnest.
One thing we can assure you of today Tata is,...
DESMOND TUTU, 82
RETIRED ANGLICAN BISHOP, ACTIVIST

(source: The Independent)

NELSON MANDELA, 1918-2013
POLITICIAN, FORME...
the impact of nelson mandela will resonate forever
to predict its migration, we analyzed photography from the mandela memo...
state

public

exploring apparent opposites
comparing and contrasting state vs. public reveals intriguing patterns.

scena...
state

statement of respect
sculpture at the site of Mandela’s 1962 arrest marked the
event’s 50th anniversary in 2012.
so...
state

passing through the rain
Michelle and Barack Obama arrive in South Africa
after a 16-hour flight on Air Force One.
s...
state

sanctioned events are uniform & reverent
Schoolchildren at a prayer ceremony in the southern
Indian city of Chennai...
state

traditional formal guest register
US Vice President Joe Biden signs a condolence book
at the South African embassy ...
state

outside reverence
Maryland Congressman Elijah Cummings dressed in
somber tones at the Mandela memorial service.
sou...
state

commemorative gesture
US Vice President Joe Biden at the Mandela Statue,
Victor Verster Prison, Wemmershoek, South ...
state

African National Congress (ANC) flag
Mandela was jailed for his role in the ANC. Later, he
led it to become SA’s rul...
state

world leaders snap a selfie
British Prime Minister, Norwegian Prime Minister and
US President lean in for a selfie.
s...
state

read
South African President Jacob Zuma reads his speech
during the memorial service .
source: AP Photo/Matt Dunham...
state

souvenir formality
Two women present their state funeral programmes
for a photographer.
source: AP

public

front c...
state

very important people
VIP grandstand at FNB Stadium. In the center is
Afghan President Karzai.
source: PETER DEJONG...
state

force
Former members of the armed wing of the ANC run
through the streets to the memorial service.
source: CNN

pub...
state

gibberish
Interpreter signs gibberish.
source: Reuters

public

substitution
Mourner uses soccer’s rotating hands s...
state

slumming
Emoya, a shanty-style hotel within the safe environment of
a private game reserve, is equipped with under-...
co-option of themes, marketing gray area

COLLECTIVE

repetitive symbols. political party lines.

broadcaster

Omni Hotel,...
Takeaway insights
Moving forward in South Africa calls for recognizing codes, symbols and signs
that build integrity and s...
Contact
Marie Lena Tupot
partner, scenarioDNA
marielena@scenariodna.com

scenarioDNA

|

connecting ideas to culture

31
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Mapping Mandela Memorials / State vs. Public Patterns

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Moving forward in South Africa calls for recognizing codes, symbols and signs that build integrity and sustain a long-imagined vision. We mapped the current culture to uncover the narrative threads.

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Transcript of "Mapping Mandela Memorials / State vs. Public Patterns "

  1. 1. scenarioDNA December 2013 Tim Stock Marie Lena Tupot Observing State vs Public Patterns mapping culture tied to Mandela memorials scenarioDNA | connecting ideas to culture 1
  2. 2. language behavior we study culture why people do what they do scenarioDNA | connecting ideas to culture 2
  3. 3. we also study networks how people access meaning scenarioDNA | connecting ideas to culture 3
  4. 4. semiotics 1 2 unlock codes & drivers 3 anthropology contextualize narrative analytics measure and monitor we work in layers to reveal deeper insights scenarioDNA | connecting ideas to culture 4
  5. 5. 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 5
  6. 6. 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 6
  7. 7. source: CIA Factbook 25.5 median age flag = 2 roads merging springbok national animal 79% black African 9.6% white 8.9% colored 2.5% Indian/Asian growing black middle class 4.2 million, up from 1.7 million in 2004 fraction of the 52 million population (source: Unilever Institute this is South Africa a young population & emerging middle class scenarioDNA | connecting ideas to culture 7
  8. 8. STATIC saudi arabia russia japan discretion south africa frustration EXPRESSIVE ANALYTIC uk brazil usa evolution mexico agitation PROGRESSIVE south africa in context: the public culturally the people of south africa sit top, right it has an emerging expressive society, but its momentum has become stagnant. scenarioDNA | connecting ideas to culture 8
  9. 9. STATIC discretion frustration EXPRESSIVE ANALYTIC evolution agitation PROGRESSIVE south africa in context: the state but south africa leaders are perceived as top left resulting in whatever they are saying and doing not resonating with their people scenarioDNA | connecting ideas to culture 9
  10. 10. STATIC CRITIQUES COME FULL CIRCLE AND THE CYCLE BEGINS AGAIN 2013 1994-now PEOPLE ENGAGE THE SENTIMENT OF FREEDOM migration ANALYTIC 1990 EXPRESSIVE patterns DISSATISFACTION IS SEEDED 1914-1950 1950-1964 1976 CITIZENS ARE MOBILIZED PROGRESSIVE south africa in context: the momentum South Africa has come full circle it’s back to dissatisfaction, although in a new context. scenarioDNA | connecting ideas to culture 10
  11. 11. state president “As your journey ends today, ours must continue in earnest. One thing we can assure you of today Tata is, as you take your final steps, is that South Africa will continue to rise.” source: Jacob Zuma, Mandela Memorial public mourners "Mandela had a vision, Mandela lived that vision. But what Zuma speaks, he doesn't live," said Funeka Gingcara-Sithole, 31, reflecting the mood of the Zuma critics in the stadium. source: David Dolan, Reuters the tension is a disconnect among state & public south africa says it is committed to a vision, but people are frustrated. scenarioDNA | connecting ideas to culture 11
  12. 12. DESMOND TUTU, 82 RETIRED ANGLICAN BISHOP, ACTIVIST (source: The Independent) NELSON MANDELA, 1918-2013 POLITICIAN, FORMER PRESIDENT, REVOLUTIONARY south africans count on the vision of their heroes mandela and tutu cut across the racial divide. scenarioDNA | connecting ideas to culture 12
  13. 13. the impact of nelson mandela will resonate forever to predict its migration, we analyzed photography from the mandela memorial. scenarioDNA | connecting ideas to culture 13
  14. 14. state public exploring apparent opposites comparing and contrasting state vs. public reveals intriguing patterns. scenarioDNA | connecting ideas to culture 14
  15. 15. state statement of respect sculpture at the site of Mandela’s 1962 arrest marked the event’s 50th anniversary in 2012. source: Marco Cianfanelli, artist public statement of belonging At Mandela’s memorial service, FNB Stadium, Soweto, two women “tattooed” with Mandela’s image. source: Bernat Armangue, AP likeness ownership of image reclaimed Under apartheid, it was illegal to possess an image of Nelson Mandela. scenarioDNA | connecting ideas to culture 15
  16. 16. state passing through the rain Michelle and Barack Obama arrive in South Africa after a 16-hour flight on Air Force One. source: AP public celebrating the rain Two girls dance in the rain outside of FNB Stadium before the memorial service. source: AP/Tsvangirayi Mukwazhi essential meanings rain underplayed as commemorative in south african culture, rain is a blessing. rain is life. scenarioDNA | connecting ideas to culture 16
  17. 17. state sanctioned events are uniform & reverent Schoolchildren at a prayer ceremony in the southern Indian city of Chennai. source: Babu/Reuters public public expression is colorful & energized Correspondents report that the memorial is much more reminiscent of a football game than a memorial. source: Alexander Joe © Scanpix tributes tributes run from silence to song however, prescribed tributes miss the burst of true human expression. scenarioDNA | connecting ideas to culture 17
  18. 18. state traditional formal guest register US Vice President Joe Biden signs a condolence book at the South African embassy in Washington, D.C. source: Win McNamee/Getty Images public unsigned, hand-lettered tributes Flowers and tributes are laid outside the South African Embassy in central London. source: AFP Photo/Carl Court traditional rites “guests” tell stories today “signing in” helps community heal and transcend. technology makes it global. scenarioDNA | connecting ideas to culture 18
  19. 19. state outside reverence Maryland Congressman Elijah Cummings dressed in somber tones at the Mandela memorial service. source: Cummings Twitter feed public national pride South Africa flag, 2011 Rugby badge and the national Springbok decorate the hat of a face-painted woman. source: Alexander Joe/AFP attire celebratory, not somber funerals in South Africa are lavish colorful affairs, not reflected by Western attire. scenarioDNA | connecting ideas to culture 19
  20. 20. state commemorative gesture US Vice President Joe Biden at the Mandela Statue, Victor Verster Prison, Wemmershoek, South Africa source: Win McNamee/Getty Images public continuing tradition Man salutes the crowd at FNB Stadium with the legendary Mandela gesture. source: Reuters gesture a raised salute of solidarity the iconic gesture speaks to a new generation with new issues. scenarioDNA | connecting ideas to culture 20
  21. 21. state African National Congress (ANC) flag Mandela was jailed for his role in the ANC. Later, he led it to become SA’s ruling political party. source: People public South Africa flag national flag, by former SA State Herald Fred Brownell, was first used April 1994. It demonstrates convergence. source: Chip Somodevilla/Getty Images flags party vs. country symbols which takes precedence moving forward? scenarioDNA | connecting ideas to culture 21
  22. 22. state world leaders snap a selfie British Prime Minister, Norwegian Prime Minister and US President lean in for a selfie. source: Roberto Schmidt, French Press Agency public young people snap a selfie A trio of young attendees at the memorial snap a selfie and no one seems to mind. source: twitter selfies context defines our judgment selfies capture a personal moment in time that is shared with the world. scenarioDNA | connecting ideas to culture 22
  23. 23. state read South African President Jacob Zuma reads his speech during the memorial service . source: AP Photo/Matt Dunham public respond spectators booed Zuma, embarrassing him and reflecting challenges that the ruling party face. source: Splash News Australia emotion running highs and lows not every speech, nor handshake, was well-received belying tensions across the globe. scenarioDNA | connecting ideas to culture 23
  24. 24. state souvenir formality Two women present their state funeral programmes for a photographer. source: AP public front cover news Members of the public sing and dance with newspapers inside the Soweto stadium. source: Dan Kitwood/Getty media programme of choice state funeral programmes are held carefully. newspapers are of the people. scenarioDNA | connecting ideas to culture 24
  25. 25. state very important people VIP grandstand at FNB Stadium. In the center is Afghan President Karzai. source: PETER DEJONG/AP public very united people three attendees lost in prayer and emotion at FNB Stadium during the memorial. source: AP invocation prayer seeks to activate rapport observant of the moment vs consumed by the moment scenarioDNA | connecting ideas to culture 25
  26. 26. state force Former members of the armed wing of the ANC run through the streets to the memorial service. source: CNN public founding father Mourners sing anti-apartheid songs and shout "Viva Tata Madiba" - "Long live Papa Madiba," Mandela's clan name. source: Alex Levac tactics force was needed, now collaboration the perspective of youth evolves but the spirit remains and inspires. scenarioDNA | connecting ideas to culture 26
  27. 27. state gibberish Interpreter signs gibberish. source: Reuters public substitution Mourner uses soccer’s rotating hands signal for substitution during Zuma’s speech. source: City Press perception context is critical truth cannot rely simply on what is assumed, seen or heard alone scenarioDNA | connecting ideas to culture 27
  28. 28. state slumming Emoya, a shanty-style hotel within the safe environment of a private game reserve, is equipped with under-floor heating and wireless internet access. source: Clutch Magazine public evolving Township Guitars of Capetown, is crafting electric guitars out of old oil cans, inspired by instruments played by resourceful residents in South Africa's poorest areas. source: CNN perception navigating authenticity two ways to address poor conditions: one, stagnant; the other ambitious and aspirational. scenarioDNA | connecting ideas to culture 28
  29. 29. co-option of themes, marketing gray area COLLECTIVE repetitive symbols. political party lines. broadcaster Omni Hotel, Dallas joiner Soweto Gospel Choir, Woolworths Chip Somodevilla/Getty ANALYTIC Ben Curtis, AP EXPRESSIVE henrico botes, @_henna9, twitter @ancylhq, twitter Roberto Schmidt, AFP ideolog activist 27-yr-old w/shaved part, BBC thank you. long live. tata (father). “Rest in Power.” COUNTER solidarity. emulation. orchestration. nationalism. authenticity is sought truth is discoverable in the layers of information As a respected ancestor, Mandela is even more deeply woven into the cultural fabric. s scenarioDNA | connecting ideas to culture 29
  30. 30. Takeaway insights Moving forward in South Africa calls for recognizing codes, symbols and signs that build integrity and sustain a long-imagined vision. South Africa is a country poised to move forward. Whether understanding context for politics or brands, let’s not widen the gaps. A modern South Africa is about aspiration, evolution, solidarity and sustainability. It’s about being smart and involved, not opportunistic. It’s easy to miscue when nuances are not understood. We need to be aware that four narrative threads are resulting: ideolog, activist, joiner, broadcaster. scenarioDNA | connecting ideas to culture 30
  31. 31. Contact Marie Lena Tupot partner, scenarioDNA marielena@scenariodna.com scenarioDNA | connecting ideas to culture 31

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