the patterns of culture (fall 2014)

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The Patterns of CultureAnalyzing Trends Fall 2014

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trend analytics - reading and patterning signals

LANGUAGE CODES CULTURE STORY

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TREND FORCES

PERCEPTION/BEHAVIOR

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analyzing language from diverse corpus of languageunderstanding how language evolves in context is critical to transformative consumer intelligence

open corpus

closed corpus

social mediabooks,

magazines, speeches etc.

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Google Ngram as closed corpus analysisa tool that allows to test linguistic patterning on a large corpus of scanned texts

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Google Ngram as a cultural analytics toolgoogle Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts

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victory gardens as expressed language

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PERCEPTION/BEHAVIOR

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victory gardens as an Ngram visualization

TREND FORCES

victory garden

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PERCEPTION/BEHAVIOR

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victory gardens as an Ngram visualization

TREND FORCES

victory garden

WW2

meaning

forces

patriotism

war

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PERCEPTION/BEHAVIOR

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victory gardens as an Ngram visualization

TREND FORCES

victory garden

WW2

meaning

forces

patriotism

war

1970s

meaning

forces

recession

frugality

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1969 1981

drug culture as expressed languagewhat trend forces correlate to the peaks in narrative?

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TREND FORCES

PERCEPTION/BEHAVIOR

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drug culture as an Ngram index

marijuana

cocaine1960s

meaning

forces

rebellion

civil unrest

(against)

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TREND FORCES

PERCEPTION/BEHAVIOR

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drug culture as an Ngram index

marijuana

cocaine1960s 1980s

meaning

forces

rebellion

civil unrest

(against)

meaning

forces

(affirm)status

market deregulation

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cellphones as signifiers of cultural codes

LANGUAGE

TREND FORCES

CODES

CULTURE

1980-2008

identifying hidden meaning of how the product fits in

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PERCEPTION/BEHAVIOR

TREND FORCES

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cellphone as signifier - the context of signals

meaning

forces

luxury

1980s cellphone

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PERCEPTION/BEHAVIOR

TREND FORCES

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cellphone as signifier - the context of signals

meaning

forces

luxury

meaning

forces

aspiration

1980s 1990s cellphone

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PERCEPTION/BEHAVIOR

TREND FORCES

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cellphone as signifier - the context of signals

meaning

forces

luxury

meaning

forces

aspiration

meaning

forces

utility

1980s 1990s 2000s cellphone

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yuppie culture - cultural systems / connotation

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

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PERCEPTION/BEHAVIOR

TREND FORCES

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1980s yuppie culture - cultural systems / connotation

espresso

sushi

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PERCEPTION/BEHAVIOR

TREND FORCES

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1980s yuppie culture - cultural systems / connotation

economic boom + new money

status + fraternity + rank

meaning

forces

espresso

sushi1980s

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PERCEPTION/BEHAVIOR

TREND FORCES

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rank

the power suit as expression of meaning

meaning

forces

economic growth

power suit

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yuppie culture - cultural systems / connotation

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LANGUAGE

TREND FORCES

CODES

CULTURE

decoding the bourgeoisie bohemian

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in the 2000s a new culture of aspiration emerges

2000s

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PERCEPTION/BEHAVIOR

TREND FORCES

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codes of Bobo culture - cultural systems / connotation

made in usa

locavore

post WW2

recession

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PERCEPTION/BEHAVIOR

TREND FORCES

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codes of Bobo culture - cultural systems / connotation

made in usa

guilt + tactile + local

meaning

forces

9/11 + recession + urban migration

locavore

post WW2

recession

2000s

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stories

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patterns

The Future of __________

patterns help us frame the opportunities for innovation

where do we invest?

signals

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The Future of __________

trends as innovation - where do we invest?

packaged foodpast present future

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LANGUAGE

TREND FORCES

CODES

CULTURE

transparency

packaging

quantity

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quality

past present future

the future of packaged foodwhat trend forces are likely to impact future patterns?

technology + farming + government subsidies

eating affirms cultural ties

sourcing ingredients retail

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decoding whole foods vs. trader joe’s

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“whole paycheck” vs. the rise of a more understated urban shopper

LANGUAGE

TREND FORCES

CULTURE

CODES

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LANGUAGE

TREND FORCES

CODES

CULTURE

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frozen foods shaped behavior towards quantity and convenience

1960

packaged

suburbia + appliances + globalism

quantity convenience

decoding supermarkets as cultural ideology

suburban culture

fortified improved

progress

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where do we invest?the evolution of food signals

FIXED LIVING

1960 2014

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FROZEN

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fixed / standardized clean / wisdom

our move to fresher food reflects a shiftcodes inform the broader narrative

1960 2014

FRESHFRESH

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PERCEPTION/BEHAVIOR

TREND FORCES

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language reveals the point that culture begins to change coursetracking inflection points

tv dinner

fresh dinner

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PERCEPTION/BEHAVIOR

TREND FORCES

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language reveals the point that culture begins to change coursetracking inflection points

meaning

forces

convenience craftpatterns

tv dinner

fresh dinner

1980s

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LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: scenarios based on cultural dynamics

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MACRO TREND

farming/retail hybrids

frugal

production + fuel costs + sustainability

localseasonal

integrated practical transparent

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The Future of __________

trends as innovation - where do we invest?

workpast present future

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LANGUAGE

TREND FORCES

CODES

CULTURE

intelligencesecurity

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flexibility

past present future

the future of workwhat trend forces are likely to impact future patterns?

technology + economics + legislation

fraternity innovation

machinesoffice plans organization

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LANGUAGE

TREND FORCES

CODES

CULTURE

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the culture of work is shaped by the spaces and objects we inject it with

1950s - 1970s

copy machines

compartmentalized

wartime process + technology + globalism

standardized

decoding the meaning of work after ww2

9 to 5

secretary pool cubicle

corporate ladder on-premise tech

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white collar vs. blue collarsocial stratification was supported by the framework of work

1950s - 1970s

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PERCEPTION/BEHAVIOR

TREND FORCES

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information

a shift from industrial to service economy

meaning

forces

post-industrial

white collar workerblue collar worker

product

meaning

forces

industrial

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the shift from primary industry work to tertiary industry work

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the culture of conformity after ww2work as repatriation of cultural codes of class and gender

1950s

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the brainstorm as model of collaborationthe scripting of post-war narrative consumerism

1960s

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PERCEPTION/BEHAVIOR

TREND FORCES

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information

the language of war in consumer marketing

meaning

forces

post-industrial

marketing campaign

target market

product

meaning

forces

industrial

marketing loses traditional effectiveness as the framework of consumption changes

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LANGUAGE

TREND FORCES

CODES

CULTURE

2000 -2014

mobile

connected

post-industrial + technology + globalism

intelligent

flex hours

open plan play

flattened structure work everywhere

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the new campus model of workthe impact of startup culture challenges the how, what and why of work

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PERCEPTION/BEHAVIOR

TREND FORCES

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always working

the lines of work and life blur

meaning

forces

recession mobile technology

9 to 5

flex hours

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PERCEPTION/BEHAVIOR

TREND FORCES

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the flatlining of existing language for work spaces

flexibility

meaning

forces

mobile technology

post-industrial

office cubicle

corner office

2005

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finding new language for work spacessteelcase new office spaces for introverts

2014

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LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: what possible forecasts did you find?

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The Future of __________

a peek into your final project (you will choose your own topic)

cars fast food

education

fast fashion television wearable tech

hotelswork

music

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run some searches

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see you next week