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This talk was presented at Interactions12 (IxDA International Conference) in Dublin, Ireland (Feb. 2, 2012). In this talk I propose a framework for designers to develop a deeper understanding of cultural awareness. Note: There were 2 video clips that were part of this presentation that aren't included here.
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CULTURE + DESIGNInteractions 12
#cultureUX
About MeErik Dahl
#cultureUX
@eadahl
About this talk4 VIGNETTES& CAVEATS
DEFINING CULTURE
3 BUILDING BLOCKSOF CULTURE IMPLICATIONS
Cultural Fit
“The Phone Stack” Game
OrientationMethodology
CULTURAL
THE REAL JOURNEY OF DISCOVER CONSISTS NOT IN SEEING NEW LANDSCAPES BUT IN HAVING NEW EYES.
- MARCEL PROUST
YES... AND...PsychologyPhysiologyEmotions ContextActivities MotivationsGoals
CULTURE
YES... AND...
culturewithin your organization
I’m NOT talking about creating
cross-culturalI’m NOT talking about
design
Cultural Foil
MANYwe are all members of
CULTURES
So, what is culture about?Okay, great.
HOW DO WE DEFINE IT?culture
Behavior - what people doKnowledge - what people knowArtifacts - things people make and use.
Culture is:
- James Spradley
Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions.
- Robert Gordon
Culture is simply what gives meaning to actions, which it does by providing a sense of coherence or patterning and predictability. It provides the lens through which one interprets events, scenes, and actions.
- Robert Gordon
The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning.
- Clifford Geertz
The concept of culture I espouse...is essentially a semiotic one. Believing with Max Weber, that man is an animal suspended in webs of significance he himself has spun, I take culture to be those webs, and analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning.
- Clifford Geertz
Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages.
- Marcel Danesi
Culture is a system of shared meanings that is based on a signifying order, a complex system of different types of signs that cohere in predictable ways into patterns or representation which individuals and groups can utilize to make or exchange messages.
- Marcel Danesi
GENERATIVE concept of culture
TAXONOMIC concept of culture
NOT
a
these definitions point to
a
sites of our designs become
CULTURAL PRODUCTION
Joe Ballay on design...it is in its transparency that it fulfills its function
of CULTURE
3 building blocks
PATTERNSbuilding block #1
An underlying shared system of information and knowledge that is manifest through patterns of
norms, behaviors and signifiers.
SEEpatterns help us
culture
SYNTAXpatterns are the
of culture
MATERIALof culture
patterns provide the
PATTERNSHow do we suss out?
NOTICEbe OPEN to the WORLD.
Let go of your ASSUMPTIONS.
Sweatener, not Cleaner
Farmhouse, not Urban
3 building blocks of culturePatterns --- ---
SeeSyntax
------
------
Material --- ---
NoticeLet go of
Assumptions
---
---
---
---
STORIESbuilding block #2
Clifford Geertz
Culture is simply the ensemble of stories we tell ourselves about ourselves.
Harry Crews
Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
UNDERSTANDstories help us
culture
SEMANTICSstories are the
of culture
EMICstories provide an
perspective of culture
STORIESHow do we suss out?
EMPATHIZEbe OPEN to the PEOPLE.
Build new ASSUMPTIONS.
CreativityPassionAuthenticityCommunityEngagedPersonal Expression
my expression of< value >
< brand x >
define general< value >
( - )neg. brand expression
( + )pos. brand expression
A “Value-based Syllogism”
“It used to be that you got ahead by working harder, but now it’s about working smarter.”
3 building blocks of culturePatterns Stories ---
SeeSyntax
UnderstandSemantics
------
Material Emic ---
NoticeLet go of
Assumptions
EmpathizeBuild new
Assumptions
---
---
INTERPRETATION
building block #3
Clifford Geertz
Deep knowledge is the ability to make complex connections to central concpets.
We can’t just give people what they want.
Kim Philby
“I learned more at cocktail parties than by photographing documents...”
KNOWinterpretations help us
culture
PRAGMATICSinterpretations are the
of culture
ETICinterpretations provides an
perspective of culture
INTERPRETATION
How do we suss out?
MODELbe OPEN to the OURSELVES.
Challenge your ASSUMPTIONS.
Enculturation
Openings Closings
It’s not always about what you notice on the clock.
Cultural Function
Cultural Form
3 building blocks of culturePatterns Stories Interpretations
SeeSyntax
UnderstandSemantics
KnowPragmatics
Material Emic Etic
NoticeLet go of
Assumptions
EmpathizeBuild new
Assumptions
ModelChallenge
Assumptions
IMPLICATIONSCULTURE + DESIGN
ULTIMATELY, CULTURE IS ALL ABOUT
MEANING
Acknowledge...Let go of...Build...Challenge...
ASSUMPTIONS
Cultural understanding provides a lens or orientation towards the world and our everyday lives.
NEW EYES
Designer as...
TRICKSTER
Summary4 VIGNETTES& CAVEATS
DEFINING CULTURE
3 BUILDING BLOCKSOF CULTURE IMPLICATIONS
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