[sis] the patterns of culture
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lecture in a series from Strategic Design & Management Summer Intensive at Parsons the New School for Design http://parsons-sis2014.tumblr.comTRANSCRIPT
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TIM STOCK
The Patterns of CultureStrategic Design & Management Summer 2014
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TIM STOCK 2
trend analytics - reading and patterning signals
LANGUAGE CODES CULTURE STORY
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TIM STOCK
TREND FORCES
PERCEPTION/BEHAVIOR
3
analyzing language on the social webunderstanding how language evolves in context is critical to transformative consumer intelligence
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TIM STOCK 4
Google Ngrama tool that allows to test linguistic patterning on a large corpus of scanned texts
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TIM STOCK 5
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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TIM STOCK 6
victory gardens - expressed language
1940
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TIM STOCK
PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
1939 1970TREND
FORCES
austerity
sustainability
meaning
forces
meaning
forces
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TIM STOCK
1969 1981
drug culture as expressed languagewhat trend forces correlate to the peaks in narrative?
8
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TIM STOCK
TREND FORCES
PERCEPTION/BEHAVIOR
9
drug culture as an Ngram index
1965 1980
status
rebellion
meaning meaning
forces forces
marijuana
cocainelocal
global
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TIM STOCK 10
1970s
hip-hop - tracking expressed language
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TIM STOCK
TREND FORCES
PERCEPTION/BEHAVIOR
11
1975 1985 1995 2005
what forces shaped the rise in language?1. how has the
meaning evolved?2.
meaning meaning meaning
forces forces forces
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2014
hip-hop - meaning evolves as past symbolic expression becomes common vernacular
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TIM STOCK 13
aspiration culture - patterns in language
1980s
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TIM STOCK 14
cellphone as totem - identifying hidden meaning
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
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TIM STOCK
PERCEPTION/BEHAVIOR
TREND FORCES
15
LANGUAGE
TREND FORCES
CODES
CULTURE
LANGUAGE
TREND FORCES
CODES
CULTURE
LANGUAGE
TREND FORCES
CODES
CULTURE
80s
meaning
forces
meaning
forces
meaning
forces90s 00s
cellphone as signifier - the context of signals
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TIM STOCK 16
yuppie culture - cultural systems / connotation
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
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TIM STOCK 17
yuppie culture - cultural systems / connotation
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TIM STOCK
PERCEPTION/BEHAVIOR
TREND FORCES
economic boom + new urbanism
sushicappuccino
1985
18
status + fraternity + rank
yuppie culture - cultural systems / connotation
meaning
forces
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
decoding Bobos
19
in the 2000s a new culture of aspiration emerges
2000s
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TIM STOCK
decoding Bobos
20
in the 2000s a new culture of aspiration emerges
2000s
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TIM STOCK
made in usa
2000
PERCEPTION/BEHAVIOR
TREND FORCES
21
guilt + tactile + local
codes of Bobo culture - cultural systems / connotation
meaning
forces
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TIM STOCK
decoding whole foods vs. trader joe’s
22
“whole paycheck” vs. the rise of a more understated urban shopper
LANGUAGE
TREND FORCES
CULTURE
CODES
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TIM STOCK
stories
23
patterns
The Future of __________
trends as innovation
where do we invest?
signals
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The Future of __________
trends as innovation - where do we invest?
supermarketspast present future
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
transparency
eating tastes and behavior
quantity
25
quality
past present future
the future of supermarkets what trend forces are likely to impact future patterns?
technology + farming + government subsidies
culture casts meaning
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
26
frozen foods shaped behavior towards quantity and convenience
1960
how I make my home
new
suburbia + appliances + globalism
improved processed science
decoding supermarkets
culture casts meaning
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TIM STOCK 27
where do we invest?the evolution of food signals
FIXED LIVING
1960 2014
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TIM STOCK
FROZEN
28
fixed / standardized clean / wisdom
our move to fresher food reflects a shiftcodes inform the broader narrative
1960 2014
FRESHFRESH
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TIM STOCK
1980
PERCEPTION/BEHAVIOR
TREND FORCES
29
convenience craft
language reveals the point that culture begins to change coursetracking inflection points
meaning
forces
patterns
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: scenarios based on cultural dynamics
30
MACRO TREND
farming/retail hybrids
I trust food I see grown
transparent
production + fuel costs + sustainability
local seasonal trust
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The Future of __________
trends as innovation - where do we invest?
cars
past present future
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2014
32
the future of carshow does a car company leverage trends? what is the meaning of the car?
fuel costs + urban planning + technology
why do I need a car?
freedom utility
past present future
flexibility
culture casts meaning
culture casts meaning
culture casts meaning
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predicting the future meaning of carselectric cars were the future in the early 20th century
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PERCEPTION/BEHAVIOR
TREND FORCES
34
the rise and fall of electric cars
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
35
1960
Ford Falcon
second car
MICRO TREND
the meaning of cars in the 1950s
cheap materials + abundant oil + suburbia
I drive everywhere
freedom
keep up with the Jonses
forces/language/culture
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2002 Hummer post-9/11
36
car as fallout shelter
MICRO TREND
9/11 + homeland security + upcycling pro equipment
why do I need a car?
security
the extreme professional
forces/language/culture the meaning of cars after 9/11
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the meaning of cars after 9/11forces/language/culture
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2012 Nissan Cube
38
moving toasters
MICRO TREND
how do you see cars differently from your parents? why?the generational meaning of cars
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2014Google Driverless Car
39
geo-location + artificial intelligence
car as personal device
what happens when we stop driving?
safety
MICRO TREND
passive
neo-urbanism
integrated
mega-cities
auto grids
MACRO TREND
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TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
futuresource: Wired.com/Autopia
40
you won’t need a driver’s license in the future
MACRO TREND
insurance
MICRO TREND
telematics
geo-location + artificial intelligence
car as personal device
neo-urbanism
passive integrated
mega-cities anonymous
seeing the transformative narrative
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acting on trend signals MACRO TREND
integration
MICRO TREND
conveniencealways factor in evolving cultural dissonance
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TIM STOCK 42
The Future of __________
a peek into next week...
carsfast foodeducation
fast fashionmusic
televisionvideo games
wearable techmuseums
how might you help a client get
ahead of where the culture is going?
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TIM STOCK 43
thank you.