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TIM STOCK The Patterns of Culture Analyzing Trends Fall 2014 1

The Patterns of Culture (Fall 2014)

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an evolving lecture series for classes at Parsons the New School for Design

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Page 1: The Patterns of Culture (Fall 2014)

TIM STOCK

The Patterns of CultureAnalyzing Trends Fall 2014

1

Page 2: The Patterns of Culture (Fall 2014)

TIM STOCK 2

trend analytics - reading and patterning signals

LANGUAGE CODES CULTURE STORY

Page 3: The Patterns of Culture (Fall 2014)

TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

3

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.

Page 4: The Patterns of Culture (Fall 2014)

TIM STOCK 4

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

Page 5: The Patterns of Culture (Fall 2014)

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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victory gardens as expressed language

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TIM STOCK

PERCEPTION/BEHAVIOR

7

victory gardens as an Ngram visualization

TREND FORCES

victory garden

Page 8: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

7

victory gardens as an Ngram visualization

TREND FORCES

victory garden

WW2

meaning

forces

patriotism

war

Page 9: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

7

victory gardens as an Ngram visualization

TREND FORCES

victory garden

WW2

meaning

forces

patriotism

war

1970s

meaning

forces

recession

frugality

Page 10: The Patterns of Culture (Fall 2014)

TIM STOCK

1969 1981

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

8

Page 11: The Patterns of Culture (Fall 2014)

TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

9

drug culture as an Ngram index

marijuana

cocaine1960s

meaning

forces

rebellion

civil unrest

(against)

Page 12: The Patterns of Culture (Fall 2014)

TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

9

drug culture as an Ngram index

marijuana

cocaine1960s 1980s

meaning

forces

rebellion

civil unrest

(against)

meaning

forces

(affirm)status

market deregulation

Page 13: The Patterns of Culture (Fall 2014)

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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

Page 14: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

11

cellphone as signifier - the context of signals

meaning

forces

luxury

1980s cellphone

Page 15: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

11

cellphone as signifier - the context of signals

meaning

forces

luxury

meaning

forces

aspiration

1980s 1990s cellphone

Page 16: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

11

cellphone as signifier - the context of signals

meaning

forces

luxury

meaning

forces

aspiration

meaning

forces

utility

1980s 1990s 2000s cellphone

Page 17: The Patterns of Culture (Fall 2014)

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yuppie culture - cultural systems / connotation

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

Page 18: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

13

1980s yuppie culture - cultural systems / connotation

espresso

sushi

Page 19: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

13

1980s yuppie culture - cultural systems / connotation

economic boom + new money

status + fraternity + rank

meaning

forces

espresso

sushi1980s

Page 20: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

14

rank

the power suit as expression of meaning

meaning

forces

economic growth

power suit

Page 21: The Patterns of Culture (Fall 2014)

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yuppie culture - cultural systems / connotation

Page 22: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

decoding the bourgeoisie bohemian

16

in the 2000s a new culture of aspiration emerges

2000s

Page 23: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

17

codes of Bobo culture - cultural systems / connotation

made in usa

locavore

post WW2

recession

Page 24: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

17

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

Page 25: The Patterns of Culture (Fall 2014)

TIM STOCK

stories

18

patterns

The Future of __________

patterns help us frame the opportunities for innovation

where do we invest?

signals

Page 26: The Patterns of Culture (Fall 2014)

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The Future of __________

trends as innovation - where do we invest?

packaged foodpast present future

Page 27: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

transparency

packaging

quantity

20

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

Page 28: The Patterns of Culture (Fall 2014)

TIM STOCK

decoding whole foods vs. trader joe’s

21

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

LANGUAGE

TREND FORCES

CULTURE

CODES

Page 29: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

22

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

Page 30: The Patterns of Culture (Fall 2014)

TIM STOCK 23

where do we invest?the evolution of food signals

FIXED LIVING

1960 2014

Page 31: The Patterns of Culture (Fall 2014)

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FROZEN

24

fixed / standardized clean / wisdom

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

1960 2014

FRESHFRESH

Page 32: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

25

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

tv dinner

fresh dinner

Page 33: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

25

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

meaning

forces

convenience craftpatterns

tv dinner

fresh dinner

1980s

Page 34: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: scenarios based on cultural dynamics

26

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

Page 36: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

intelligencesecurity

28

flexibility

past present future

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

technology + economics + legislation

fraternity innovation

machinesoffice plans organization

Page 37: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

29

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

Page 38: The Patterns of Culture (Fall 2014)

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

1950s - 1970s

Page 39: The Patterns of Culture (Fall 2014)

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PERCEPTION/BEHAVIOR

TREND FORCES

31

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

Page 43: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

35

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

Page 44: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

2000 -2014

mobile

connected

post-industrial + technology + globalism

intelligent

flex hours

open plan play

flattened structure work everywhere

36

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

Page 45: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

37

always working

the lines of work and life blur

meaning

forces

recession mobile technology

9 to 5

flex hours

Page 46: The Patterns of Culture (Fall 2014)

TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

38

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

Page 48: The Patterns of Culture (Fall 2014)

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: what possible forecasts did you find?

40

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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

Page 50: The Patterns of Culture (Fall 2014)

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run some searches

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see you next week