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People, place and identity
Paul Longley and colleagues, UCL
Geodemographics
• “Analysis of people by where they live [places]”
(Sleight, 1993:3)
• Social similarity, not locational proximity• Surnames are integral indicators to place profiles
HomeAddressPerson
Area
The achievements of neighbourhood profiling
• The specification of social similarity• Collective consumption and locational
proximity• Open geodemographics • Spatial and temporal transferability
Onomap classification
Surnames
UK Electoral Roll
Forenames
PabloMateos
Garcia
Pérez
...Juan
Rosa
Marta
...
Sánchez
Rodríguez
...– Several iterations until self-contained cluster is exhausted– Cluster assigned a cultural, ethnic & linguistic Onomap type– Probability of ethnicity assigned to each name
Mateos et al (2007) CASA Working Paper 116
Forename-Surname clustering (based on Hanks and Tucker, 2000)
WorldNames CEL clusters
Source: Mateos et al (2011)
Source: Cheshire and Longley (2011)
2001 Dendrogram
12
Courtesy: James Cheshire
Courtesy Bruce Winney, POBI Project (provisional)
Members of this Group often acquire their competence in the use of information technology at work, since many of them are young people working in junior white collar occupations in modern offices. They are keen to become more expert in the use of new technologies and to use them for new applications. Many spend time browsing the Internet but without necessarily making many transactions. Many members of this Group work in large cities and may be starting a life in a house that they own, typically in one of the cheaper inner suburbs. Their use of the Internet at work may be a practice that their employers may be keen to control or reduce.
Group C : Becoming engaged
Virtual and real identities (1)
Virtual and real identities (2)