Design & Decline:Dance as a Social NormDavid Ngo Andrew Zimmerman
The Team
TakeawaysInterest in social normsSimplicity & Social Norms3 Ways to Strengthen Norms
Design & Decline:Dance as a Social NormShift from Participator to Spectator
Shift from Participator to SpectatorHaving Too Many OptionsDesign & Decline:Dance as a Social Norm
Shift from Participator to SpectatorHaving Too Many OptionsOther Forms of EntertainmentBecame EasierDesign & Decline:Dance...
Shift from Participator to SpectatorPre 1980: Post 1980
Participator v.s. Spectator
Participator v.s. Spectator
Participator VS Spectator
Participator VS Spectator
Too Many Dance Options
Too Many Dance Options
Too Many Dance Options
Too Many Dance Options
Too Many Dance Options
Other Forms of EntertainmentBecame Easier
Other Forms of EntertainmentBecame Easier
Other Forms of EntertainmentBecame Easier
Other Forms of EntertainmentBecame Easier
Other Forms of EntertainmentBecame Easier
3 Factors thatStrengthen & Weaken Social Norms
3 Factors thatStrengthen & Weaken Social NormsOutcome Expectations
Participator VS Spectator
3 Factors thatStrengthen & Weaken Social Norms
3 Factors thatStrengthen & Weaken Social NormsGroup Identity
Participator VS Spectator
3 Factors thatStrengthen & Weaken Social Norms
3 Factors thatStrengthen & Weaken Social NormsEgo Involvement
Shift from Participator to SpectatorPre 1980: Post 1980
3 Factors:Social Norms & Decline of DanceShift from Participatorto SpectatorHaving Too ManyOptionsOther Forms ofEntertainm...
Design & Decline:Dance as a Social NormDavid Ngo Andrew Zimmermandngo11@stanford.edu andrewz1@stanford.edu
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Design and Decline of Dancing as a Social Norm

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Presentation that I did for the first Design for Dance conference hosted by Stanford's Persuasive Technology Lab in 2013.

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  • Soul TrainAmerican Bandstandhttp://youtu.be/FkleiqrWji0?t=1m33s<iframe width="420" height="315" src="http://youtu.be/krrFY4hdwc4?t=9m48s" frameborder="0" allowfullscreen></iframe>
  • high motivation for social acceptance to dance before because it was the norm;but because the norm is now to simply spectate which is EASY to do AND we’re not socially expected to dance – dancing as a norm has declined
  • high motivation for social acceptance to dance before because it was the norm;but because the norm is now to simply spectate which is EASY to do AND we’re not socially expected to dance – dancing as a norm has declined
  • high motivation for social acceptance to dance before because it was the norm;but because the norm is now to simply spectate which is EASY to do AND we’re not socially expected to dance – dancing as a norm has declined
  • high motivation for social acceptance to dance before because it was the norm;but because the norm is now to simply spectate which is EASY to do AND we’re not socially expected to dance – dancing as a norm has declined going from this to this
  • Dance styles and steps where made to go to specific music stylesNow every song has it’s own dance to go with itCat Daddy, Gangnam Style, The Dougie etc.
  • Dance styles and steps where made to go to specific music stylesNow every song has it’s own dance to go with itCat Daddy, Gangnam Style, The Dougie etc.
  • Dance styles and steps where made to go to specific music stylesNow every song has it’s own dance to go with itCat Daddy, Gangnam Style, The Dougie etc.
  • Dance styles and steps where made to go to specific music stylesNow every song has it’s own dance to go with itCat Daddy, Gangnam Style, The Dougie etc.
  • Dance styles and steps where made to go to specific music stylesNow every song has it’s own dance to go with itCat Daddy, Gangnam Style, The Dougie etc.
  • MoviesConcertsSporting EventsTelevision
  • MoviesConcertsSporting EventsTelevision
  • MoviesConcertsSporting EventsTelevision
  • MoviesConcertsSporting EventsTelevision
  • MoviesConcertsSporting EventsTelevision
  • belief that a specific behavior will lead to desired benefits, based on pros & consThink back to this example:
  • belief that a specific behavior will lead to desired benefits, based on pros & consThink back to this example:
  • high motivation for social acceptance to dance before because it was the norm;but because the norm is now to simply spectate which is EASY to do AND we’re not socially expected to dance – dancing as a norm has declined going from this to this
  • belief that a specific behavior will lead to desired benefits, based on pros & consThink back to this example:
  • belief that a specific behavior will lead to desired benefits, based on pros & consThink back to this example:
  • You can get socially accepted by doing less than; so why exert more effort?
  • Mental model of who we are …. “Can I see myself doing X behavior?” Am I like a person who dances?
  • Mental model of who we are …. “Can I see myself doing X behavior?” Am I like a person who dances?
  • Macarenav.s. dancing with the stars
  • Outcome expectationsGroup IdentityEgo Involvement
  • Design and Decline of Dancing as a Social Norm

    1. 1. Design & Decline:Dance as a Social NormDavid Ngo Andrew Zimmerman
    2. 2. The Team
    3. 3. TakeawaysInterest in social normsSimplicity & Social Norms3 Ways to Strengthen Norms
    4. 4. Design & Decline:Dance as a Social NormShift from Participator to Spectator
    5. 5. Shift from Participator to SpectatorHaving Too Many OptionsDesign & Decline:Dance as a Social Norm
    6. 6. Shift from Participator to SpectatorHaving Too Many OptionsOther Forms of EntertainmentBecame EasierDesign & Decline:Dance as a Social Norm
    7. 7. Shift from Participator to SpectatorPre 1980: Post 1980
    8. 8. Participator v.s. Spectator
    9. 9. Participator v.s. Spectator
    10. 10. Participator VS Spectator
    11. 11. Participator VS Spectator
    12. 12. Too Many Dance Options
    13. 13. Too Many Dance Options
    14. 14. Too Many Dance Options
    15. 15. Too Many Dance Options
    16. 16. Too Many Dance Options
    17. 17. Other Forms of EntertainmentBecame Easier
    18. 18. Other Forms of EntertainmentBecame Easier
    19. 19. Other Forms of EntertainmentBecame Easier
    20. 20. Other Forms of EntertainmentBecame Easier
    21. 21. Other Forms of EntertainmentBecame Easier
    22. 22. 3 Factors thatStrengthen & Weaken Social Norms
    23. 23. 3 Factors thatStrengthen & Weaken Social NormsOutcome Expectations
    24. 24. Participator VS Spectator
    25. 25. 3 Factors thatStrengthen & Weaken Social Norms
    26. 26. 3 Factors thatStrengthen & Weaken Social NormsGroup Identity
    27. 27. Participator VS Spectator
    28. 28. 3 Factors thatStrengthen & Weaken Social Norms
    29. 29. 3 Factors thatStrengthen & Weaken Social NormsEgo Involvement
    30. 30. Shift from Participator to SpectatorPre 1980: Post 1980
    31. 31. 3 Factors:Social Norms & Decline of DanceShift from Participatorto SpectatorHaving Too ManyOptionsOther Forms ofEntertainmentBecame Easier
    32. 32. Design & Decline:Dance as a Social NormDavid Ngo Andrew Zimmermandngo11@stanford.edu andrewz1@stanford.edu

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