2005.02.17 SLIDE 1 IS146 – SPRING 2005 New Media on The Go and in The Home Prof. Marc Davis, Prof. Peter Lyman, and danah boyd UC Berkeley SIMS Tuesday and Thursday 2:00 pm – 3:30 pm Spring 2005 http://www.sims.berkeley.edu/academics/courses/is146/ s05/ IS146: Foundations of New Media
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2005.02.17 SLIDE 1IS146 – SPRING 2005 New Media on The Go and in The Home Prof. Marc Davis, Prof. Peter Lyman, and danah boyd UC Berkeley SIMS Tuesday.
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2005.02.17 SLIDE 1IS146 – SPRING 2005
New Media on The Go and in The Home
Prof. Marc Davis, Prof. Peter Lyman, and danah boyd
UC Berkeley SIMS
Tuesday and Thursday 2:00 pm – 3:30 pm
Spring 2005http://www.sims.berkeley.edu/academics/courses/is146/s05/
IS146:
Foundations of New Media
2005.02.17 SLIDE 2IS146 – SPRING 2005
danah boyd: who am i?
• Ph.D. student of Peter Lyman’s at SIMS
• Ethnographic engineer at Google
• Queer-identified, feminist, activist
• Master’s in Media Arts and Sciences at MIT Media Lab (with Judith Donath, Sociable Media Group) => thesis on Faceted Id/entity
• Bachelor’s in Computer Science at Brown University (with Andy van Dam) => thesis on how sex hormones affect visual perception in virtual reality
• Built online communities to support V-Day, a non-profit working to end violence against women and girls worldwide (“The Vagina Monologues”)
2005.02.17 SLIDE 3IS146 – SPRING 2005
danah boyd: what do i do?
• Buzzwords: social networks, context, identity, (sub)cultures, youth cultures
• Areas of focus: blogging, Friendster, social technologies
• Methodology: ethnography
• Questions: – How do people negotiate a presentation of self in
digital contexts to an unknown audience?– How do social networks affect digital presentation of
• How do theories of culture help us do ethnography?
• How does ethnography help us do design?
2005.02.17 SLIDE 14IS146 – SPRING 2005
Questions about the iPod
• Who is the iPod ad targeting?– How do you know?
• What words come to mind about the iPod?
2005.02.17 SLIDE 15IS146 – SPRING 2005
Review of Culture
• “Culture is a description of a particular way of life which expresses certain meanings and values not only in art and learning but also in institutions and ordinary behavior”
• Meanings and practices
• Encoding and decoding, interpretation
2005.02.17 SLIDE 16IS146 – SPRING 2005
Identification
• Cultural meanings + identity
• Advertising – Cultural language speaking for the product– Wants to address the buyers– Must create identification between customer
and product
2005.02.17 SLIDE 17IS146 – SPRING 2005
iPod Print Ad
2005.02.17 SLIDE 18IS146 – SPRING 2005
Adbusters
2005.02.17 SLIDE 19IS146 – SPRING 2005
Parody Ads
2005.02.17 SLIDE 20IS146 – SPRING 2005
Facebook
2005.02.17 SLIDE 21IS146 – SPRING 2005
Goal of Ethnography
• Ethnographers seek to understand culture, identity, and social practices– Similar to advertisers?
• Why do people do what they do, think how they think and how does this connect to culture?– Theory helps us ground observations
2005.02.17 SLIDE 22IS146 – SPRING 2005
Challenges for Ethnographers
• Access– Ability to ‘see’ and gain trust
• Interpretation– Bias and reflexivity
• Moral imperative – Ethnographers care about the people they
study
• Inexactitude of method• Thick description
– They aren’t just stories
2005.02.17 SLIDE 23IS146 – SPRING 2005
Your Interviews
• How did you gain access?
• How did you interpret, produce meaning?– How do you identify with the subject?– What knowledge did you have that helped?
• What were your biases?– Did you expect a certain result?– How did you phrase the questions?
• How did you convey what you learned?– Who was your audience?
2005.02.17 SLIDE 24IS146 – SPRING 2005
Ethnography for Design
• Understand people, culture, practices, technology and the interconnections– Think from the subjects’ perspective
• Challenge technological determinism– Show that technology is not on a path towards
progress, but culturally situated – Situate design in users’ worldview, not
designers
2005.02.17 SLIDE 25IS146 – SPRING 2005
Design for People
• Who are you designing for?– Why does that population matter?– What is the culture of that population?– How will the design affect that culture?
• How are these people (un)like you? – How are their needs different?
2005.02.17 SLIDE 26IS146 – SPRING 2005
Design for Flexibility
• Create flexible cultural artifacts– Allow different interpretations for different
people in different situations
• Expect the unexpected
• Iterative ethnography
2005.02.17 SLIDE 27IS146 – SPRING 2005
Allen Lew on Mackay
• Throughout most of the reading, Mackay presents two schools of thought on new technologies and how they affect our interactions with the outside world. One idea says that technology opens up new realms of communication to more people than before. The other one says that it actually enforces more isolation and privatization into our own personal spheres. Which of these opinions do you agree with? Why?
2005.02.17 SLIDE 28IS146 – SPRING 2005
Allen Lew on Mackay
• Mackay mentions several of the early conceptions of how a new technology would be used in everyday life, many of which turned out to be incorrect. Where did these ideas come from? Why did they not pan out the way they were intended?
• Donald A. Norman. Why Interfaces Don't Work. In: The Art of Human-Computer Interface Design, edited by Brenda Laurel, Reading, Massachusetts: Addison Wesley, 1990, p. 209-219. – Discussion Questions
• Stacy Anker• S. Joy Mountford. Tools and Techniques for Creative Design.
In: The Art of Human-Computer Interface Design, edited by Brenda Laurel, Reading, Massachusetts: Addison Wesley, 1990, p. 17-30. – Discussion Questions
• David Hsiao• Laurie Vertelney and Sue Booker. Designing the Whole-
Product User Interface. In: The Art of Human-Computer Interface Design, edited by Brenda Laurel, Addison Wesley: Reading, Massachusetts, 1990, p. 57-63. – Discussion Questions