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scenarioDNA connecting ideas to culture
mapping the death &
rebirth of indulgence
1
scenarioDNA connecting ideas to culture 2
The most exciting
phrase to hear in
science, the one
that heralds
new discoverie...
scenarioDNA connecting ideas to culture 3
when has culture been most indulgent?
that’s funny
that’s funny
that’s funny
tha...
scenarioDNA connecting ideas to culture 4
what was the context of indulgence in the 17th century?
1
The Supper Party by Ge...
scenarioDNA connecting ideas to culture 5
indulgence in the 17th century was about late suppers
candles cookbooks music
scenarioDNA connecting ideas to culture 6
indulgence in the 17th century cultivated technique
scenarioDNA connecting ideas to culture 7
2
what was the context of indulgence in the 18th century?
scenarioDNA connecting ideas to culture 8
indulgence in the 18th century was about status
tea white chinatrade
scenarioDNA connecting ideas to culture 9
the american revolution was about luxury goods
scenarioDNA connecting ideas to culture 10
industrialization & the rise of luxury over indulgence
3
Rowntree Chocolate Fac...
scenarioDNA connecting ideas to culture 11
technology transforms the
structure of meaning
(and in turn accelerates the dea...
scenarioDNA connecting ideas to culture 12
there is a duality to indulgence & luxury
what I
know
what I
share
scenarioDNA connecting ideas to culture 13
this duality works within a System of meaning
what I
know
what I
share
scenarioDNA connecting ideas to culture 14
symbol
zeitgeist badge
ritual
we can structure how meaning migrates through cul...
scenarioDNA connecting ideas to culture 15
patterns emerge and reveal the
dynamics of culture
scenarioDNA connecting ideas to culture 16
symbol
zeitgeist badge
ritual
these patterns reveal how new language is formed
...
scenarioDNA connecting ideas to culture 17
so what is the cultural story of chocolate?
WW21
post-WW2
commoditization
2
3
t...
scenarioDNA connecting ideas to culture 18
we can map this system to see where
language is going next
scenarioDNA connecting ideas to culture 19
the pattern of
aspiration
the pattern
of dissent
zeitgeist
badgeritual
symbol
c...
scenarioDNA connecting ideas to culture 20
commoditization today and The control of language
Hershey’s ban of British Choc...
scenarioDNA connecting ideas to culture 21
new symbolic language emerges as organic gets diluted
Biodynamic Farming
symbol
scenarioDNA connecting ideas to culture 22
wiring new rituals through the cultivation of technique
Vaportini
ritual
scenarioDNA connecting ideas to culture 23
hipsters & the co-opting of language for social status
Mast Brothers Chocolate
...
scenarioDNA connecting ideas to culture 24
chocolate continues to find itself as it loses itself
Charlie and the Chocolate...
scenarioDNA connecting ideas to culture 25
the death of indulgence
triggers the rebirth of
indulgence
(the future of brand...
scenarioDNA connecting ideas to culture 26
death
rebirth
a good time for
semiotics
(because we can structure
and learn fro...
scenarioDNA connecting ideas to culture 27
check out our
new chapbook
scenarioDNA connecting ideas to culture
thank you.
28
@timstock
timstock@scenariodna.com
Candy doesn't
have to have a
poin...
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Mapping the Death & Rebirth of Indulgence (Semiofest 2015)

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Mapping the Death & Rebirth of Indulgence (Semiofest 2015)

  1. 1. scenarioDNA connecting ideas to culture mapping the death & rebirth of indulgence 1
  2. 2. scenarioDNA connecting ideas to culture 2 The most exciting phrase to hear in science, the one that heralds new discoveries, is not “Eureka” but “That’s funny…” -isaac asimov
  3. 3. scenarioDNA connecting ideas to culture 3 when has culture been most indulgent? that’s funny that’s funny that’s funny that’s funny 1 2 3 4
  4. 4. scenarioDNA connecting ideas to culture 4 what was the context of indulgence in the 17th century? 1 The Supper Party by Gerard Van Honthorst c. 1619
  5. 5. scenarioDNA connecting ideas to culture 5 indulgence in the 17th century was about late suppers candles cookbooks music
  6. 6. scenarioDNA connecting ideas to culture 6 indulgence in the 17th century cultivated technique
  7. 7. scenarioDNA connecting ideas to culture 7 2 what was the context of indulgence in the 18th century?
  8. 8. scenarioDNA connecting ideas to culture 8 indulgence in the 18th century was about status tea white chinatrade
  9. 9. scenarioDNA connecting ideas to culture 9 the american revolution was about luxury goods
  10. 10. scenarioDNA connecting ideas to culture 10 industrialization & the rise of luxury over indulgence 3 Rowntree Chocolate Factory 2
  11. 11. scenarioDNA connecting ideas to culture 11 technology transforms the structure of meaning (and in turn accelerates the death of indulgence)
  12. 12. scenarioDNA connecting ideas to culture 12 there is a duality to indulgence & luxury what I know what I share
  13. 13. scenarioDNA connecting ideas to culture 13 this duality works within a System of meaning what I know what I share
  14. 14. scenarioDNA connecting ideas to culture 14 symbol zeitgeist badge ritual we can structure how meaning migrates through culture “you need to see things this way” “i’ll have what she’s having” “look what i have” “let me show you how to enjoy that”
  15. 15. scenarioDNA connecting ideas to culture 15 patterns emerge and reveal the dynamics of culture
  16. 16. scenarioDNA connecting ideas to culture 16 symbol zeitgeist badge ritual these patterns reveal how new language is formed “you need to see things this way” “i’ll have what she’s having” “look what i have” “show me how to do that” the pattern of aspiration the pattern of dissent
  17. 17. scenarioDNA connecting ideas to culture 17 so what is the cultural story of chocolate? WW21 post-WW2 commoditization 2 3 the birth of Yuppies
  18. 18. scenarioDNA connecting ideas to culture 18 we can map this system to see where language is going next
  19. 19. scenarioDNA connecting ideas to culture 19 the pattern of aspiration the pattern of dissent zeitgeist badgeritual symbol chocolate collective progressive analytic expressive commodity currency sensation knowledge chocolate as a cultural system in 2015
  20. 20. scenarioDNA connecting ideas to culture 20 commoditization today and The control of language Hershey’s ban of British Chocolate Imports 2015 zeitgeist
  21. 21. scenarioDNA connecting ideas to culture 21 new symbolic language emerges as organic gets diluted Biodynamic Farming symbol
  22. 22. scenarioDNA connecting ideas to culture 22 wiring new rituals through the cultivation of technique Vaportini ritual
  23. 23. scenarioDNA connecting ideas to culture 23 hipsters & the co-opting of language for social status Mast Brothers Chocolate badge
  24. 24. scenarioDNA connecting ideas to culture 24 chocolate continues to find itself as it loses itself Charlie and the Chocolate Factory (1971)
  25. 25. scenarioDNA connecting ideas to culture 25 the death of indulgence triggers the rebirth of indulgence (the future of brand management requires a cultural literacy for a more sustainable approach) death rebirth
  26. 26. scenarioDNA connecting ideas to culture 26 death rebirth a good time for semiotics (because we can structure and learn from this cycle of regeneration)
  27. 27. scenarioDNA connecting ideas to culture 27 check out our new chapbook
  28. 28. scenarioDNA connecting ideas to culture thank you. 28 @timstock timstock@scenariodna.com Candy doesn't have to have a point. That's why it's candy.- Charlie bucket [Charlie & the chocolate factory]

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