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An Introduction to Culture Mapping

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https://www.linkedin.com/pulse/culture-mapping-age-ambiguity-tim-stock/

Culture is a system of dynamic and interrelated characteristics. Profound opportunity for cultural insight lies in the patterns that the people of a given ideology, a given place and at a given point in time are adopting and adapting.

An Introduction to Culture Mapping

  1. 1. AN INTRODUCTION TO CULTURE MAPPING scenarioDNA anthropology meets data science
  2. 2. anthropology meets data science SCENARIODNA I help companies understand culture 2scenarioDNA
  3. 3. I also teach about trends and innovation 3scenarioDNA
  4. 4. How to make an anthropologist Growing up somewhere between here and there. 4scenarioDNA
  5. 5. Welcome to the age of ambiguity “value creation has shifted from the efficient production of goods and services globally to generating greater shareholder returns financially – both approaches are proving to be outdated and unsustainable. Today long-term success rests on two pillars: Creativity and Society.” W. Lee Howell of The World Economic Forum March 2014 5scenarioDNA
  6. 6. Innovation is damaged by a campaign and target mindset 6scenarioDNA We miss the complexity of creativty and society
  7. 7. We get this language from wartime 7scenarioDNA An approach designed to acquire territory. But what happens after you win?
  8. 8. Culture is a system (not a target) The profound opportunity for insight is in these patterns of adoption and adaptation. 8scenarioDNA
  9. 9. Visualizations must make these relationships clearer Once we can see these relationships between points we can rebuild intuition and move away from the crutch of quant. 9scenarioDNA A B here not there Meanings emerge only in relationship between data points.
  10. 10. We must become epidemiologists of culture Research must take a more nuanced and inductive approach to gathering insight. 10scenarioDNA
  11. 11. 11scenarioDNA Identifying cultural signals earlier
  12. 12. 12scenarioDNA Seeing human expression as part of a social system
  13. 13. 13scenarioDNA Anticipating adaptation and immune responses
  14. 14. 14scenarioDNA Developing scenarios of action that account for black swans
  15. 15. These cultural systems are measurable We need to bring the science back to how we structure cultural dynamics and meaning creation. (thank you, Charles Sanders Peirce) 15scenarioDNA “All the evolution we know of proceeds from the vague to the definite”
  16. 16. We are anthropologists with a data science patent Our Culture Mapping helps us organize and make sense of the ongoing influx of cultural data and trends by looking at language in all its forms. A System & Method of Culture Mapping 16scenarioDNA
  17. 17. 17scenarioDNA STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 zeitgeist 3 21 ritual identity symbol Our method is to plot and measure language based on cultural context The semiotic square provides a means to visualize how language emerges and how it moves and changes meaning over time. cultural saturation social propagation setting the language wiring the behavior
  18. 18. words images gestures sounds Capturing and analyzing naturally occurring data sources offers a richer view of how things are really working. We leverage language as our most powerful form of human data 18scenarioDNA
  19. 19. 19scenarioDNA STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 3 2 The map helps structure cognitive spaces and develop sandboxes for machine learning The expressed language within each quadrant forms a logic that can measured and patterned. 1 linguistic datasets linguistic datasets linguistic datasetslinguistic datasets
  20. 20. 20scenarioDNA STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 3 21change seekers social automatics identity propagators creative artisans Ideological codes emerge from clusters of signifiers. These codes reveal archetypes that contextualize essential human narratives. Archetypes and ideological codes emerge that reveal stories and trends The Rebel The Sage The Magician The Explorer The Creator The Jester The Hero The Lover The InnocentThe CaregiverThe Ruler The Everyman
  21. 21. 21scenarioDNA We must leverage the patterns and dynamics of cultural change For every action there is an equal and opposite reaction.
  22. 22. 22scenarioDNA STATIC PROGRESSIVE ANALYTIC EXPRESSIVE Low touch Resist societal norms Affirm societal norms High touch 4 3 21 PATTERN OF DISSENT PATTERN OF ASPIRATION Where trends become oversaturated and lose meaning We can use Culture Mapping to visualize these patterns of dissent and aspiration Dissent is the immune response to cultural saturation while aspiration is the engine of social propagation. Where trends gain broader acceptance Where new techniques & tastes are cultivated Where social movements begin More complex language is brought in as cultural elixir and social currency New language is created in response to preceived corrupted meaning The Rebel The Hero
  23. 23. 23scenarioDNA These patterns reveal emerging trends and social adaptation
  24. 24. 24scenarioDNA We can also train machines with these patterns and develop useful AI frames
  25. 25. Culture Mapping is a grid that quantifies signifiers based on their contextual meaning Signifiers are plotted for analyst review. This structure provides a method to test larger datasets with machine learning. 25scenarioDNA -3,+1 -3,+2 -3, +3 -2, +3 -1, +3 -2, +2 -1, +2 -1, +1-2, +1 -3,-3 -3,-2 -3, -1 -2, -1 -1, -1 -2, -2 -1, -2 -1, -3-2, -3 ANALYTIC +1,-3 +1,-2 +1, -1 +2, -1 +3, -1 +2, -2 +3, -2 +3, -3+2, -3 +1,+1 +1,+2 +1,+3 +2, +3 +3, +3 +2, +2 +3, +2 +3, +1+2, +1 EXPRESSIVE PROGRESSIVE STATIC
  26. 26. 26scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC +1,-2-2, -2 -2, +2 -3,-3 -3,-2 -3, -1 -2, -1 -1, -1 -1, -2 -1, -3-2, -3 -3,+1 -3,+2 -3, +3 -2, +3 -1, +3 -1, +2 -1, +1-2, +1 +1,-3 +1, -1 +2, -1 +3, -1 +2, -2 +3, -2 +3, -3+2, -3 We can use these coordinates to pattern the statistical relationships between data points Patterns reveal opportunities for investment, as well as risks of oversaturation. +1,1 +1,+2 +1,+3 +2, +3 +3, +3 +2, +2 +3, +2 +3, +1+2, +1 Analyst + Machine Learning
  27. 27. 27scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC -3,-3 -3,-2 -3, -1 -2, -1 -1, -1 -1, -2 -1, -3-2, -3 -3,+1 -3,+2 -3, +3 -2, +3 -1, +3 -1, +2 -1, +1-2, +1 +1,-3 +1, -1 +2, -1 +3, -1 +2, -2 +3, -2 +3, -3+2, -3 +1,1 +1,+2 +1,+3 +2, +3 +3, +3 +2, +2 +3, +2 +3, +1+2, +1 Ask me a question Answers weighted towards sensation & technique Answers weighted towards philosophy & purpose Answers weighted towards social currency & status Answers weighted towards social ease & acceptance A linguistic logic emerges and quantifies how archetypes are likely to respond These predictive frameworks can be tested and evolved over time.
  28. 28. 28scenarioDNA TECHNIQUE SATURATIONVISION Verbatims from fieldwork transcripts ASPIRATION n-gram Fieldwork can be augmented with broader cross-correlation of corpora We can also develop cognitive frameworks for recruitment.
  29. 29. 29scenarioDNA We can also better leverage the deeper meaning of visual language
  30. 30. 30scenarioDNA ANALYTIC EXPRESSIVE PROGRESSIVE STATIC -3,-3 -3,-2 -3, -1 -2, -1 -1, -1 -1, -2 -1, -3-2, -3 -3,+1 -3,+2 -3, +3 -2, +3 -1, +3 -1, +2 -1, +1-2, +1 +1,-3 +1, -1 +2, -1 +3, -1 +2, -2 +3, -2 +3, -3+2, -3 +1,1 +1,+2 +1,+3 +2, +3 +3, +3 +2, +2 +3, +2 +3, +1+2, +1 Cross-correlation of datasets helps us find patterns in these images and associations This is a powerful advantage in understanding explicit and implied meaning. Image search
  31. 31. 31scenarioDNA We can also augment this with image and gesture recognition APIs
  32. 32. We can also synchronize with other APIs that measure changes in language 32scenarioDNA
  33. 33. We need data to empower stories “Mathematical science shows what is. It is the language of unseen relations between things. But to use and apply that language, we must seize the unseen, the unconscious.” 33scenarioDNA - Ada Lovelace
  34. 34. 34scenarioDNA Adaptive behavior in the context of society is the only KPI that matters We need to evolve our KPIs from awareness to systems of belief
  35. 35. What should the supermarket of the future look like? 35scenarioDNA
  36. 36. In 1960 we thought food shopping should look like this 36scenarioDNA
  37. 37. Our future is cultivated in a system of culture networks 37scenarioDNA THE WAY WE LIVE THE WAY WE CELEBRATE THE WAY WE GROW THE WAY WE COOK FOOD AS A CULTURAL SYSTEM
  38. 38. Visualizing cultural systems helps us better chart cultural dilution and bubbles GUILT LUXURY AS A CULTURAL SYSTEM PURPOSE PERFECTION KNOWLEDGEFREEDOM IMAGINATION RANKCONFORMITY 38scenarioDNA
  39. 39. 39scenarioDNA Luxury has been on a quest for focus and purpose since the recession What is the cultural meaning in Balenciaga’s $2,000 version of a 99¢ IKEA bag?
  40. 40. 40scenarioDNA How can you predict the transformation of an undervalued product category?
  41. 41. 41scenarioDNA Backcasting a future vision structured by behavioral archetypes FLUID & MUNDANE BACKCASTING FUTURES USING CULTURE MAPPING 1 2 3
  42. 42. In 2007 the bicycle category was lost somewhere between virility and triviality 42scenarioDNA RANK & VIRILITY RELAXED & TRIVIAL
  43. 43. 43scenarioDNA Protest movements and emerging urban planning told us where we were headed PURPOSE & SCHEMA DESIGN & INTEGRATION THE FUTURE EXISTS AS EMERGENT SIGNALS IN SOCIETY 34
  44. 44. How can you recognize and understand shifts within generations in South Korea 44scenarioDNA OLDER MILLENNIALS OLDER MILLENNIALS YOUNGER MILLENNIALS YOUNGER MILLENNIALS CULTURE MAPPING EMERGENT CODES IN SOUTH KOREA
  45. 45. Britishness emerges as aspiration for comfortable formality in Korea 45scenarioDNA CONFIDENCE HUMOR & SATIRE AS SIGNIFIER IN SOUTH KOREA SATIRE 4 1
  46. 46. The semiotics of Trump and #MAGA 46scenarioDNA understanding politics in a post-truth era.
  47. 47. 47scenarioDNA Beware the rise of technology-induced extreme rituals
  48. 48. 48scenarioDNA Beware the rise of technology-induced extreme rituals
  49. 49. Trump repackages extremist codes and signifiers from fringe ideological networks We can trace keywords that emerge in his speeches and tweets as well as his own retweeting of popular memes within those groups. 49scenarioDNA STATIC PROGRESSIVE EXPRESSIVE ANALYTIC THE POLICY MAKER IDEOLOGICAL NETWORKS THE PUBLICIST THE PROTESTOR A notable void in the language of Trump are signifiers that denote actionable policy
  50. 50. “the nation that leads in AI ‘will be the ruler of the world” - Vladimir Putin 50scenarioDNA A sobering final thought
  51. 51. 51scenarioDNA Literacy is freedom.
  52. 52. 52scenarioDNA Thank you.

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