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TIM STOCK SUMMER 2014 introduction to semiotics 1 Strategic Design & Management Summer 2014
51

[SIS] Intro to Semiotics

Aug 11, 2014

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Design

Tim Stock

lecture in a series from Strategic Design & Management Summer Intensive at Parsons the New School for Design http://parsons-sis2014.tumblr.com
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Page 1: [SIS] Intro to Semiotics

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introduction to semiotics

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Strategic Design & Management Summer 2014

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signifier/signified

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signifier/signified

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signifier/signified

coffee(signified)

(signifier)

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the codes of culture define meaning

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signals stories

the cognition of culture

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PERCEPTION

BEHAVIOR

if we can understand the cultural dynamics of how behave we can better predict how things might unfold

CODE

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is it local? (signifier/signified)

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culture propels motives

we are less rational than we think“...we may think of ourselves as thinking creatures that feel, biologically we are feeling creatures that think” [Jill Bolte Taylor]

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we create cognitive maps what goes through your head when someone asks you directions?

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where is that?

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cognitive maps are built on emotional narrative (we find our way back)

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small networks

small networks

PROTAGON

IST

ANTAGONIS

T

emotional camps emerge as patternsbrands become signifiers for the codes of the groups we affiliate with.

brandA

brandB

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reasons to believe

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mobile culture as cultural patternthe expression of use becomes the evolving brand meaning

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framing the “notness”

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NO NOTYES

framing the “notness”

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MORE NOTLESS

framing the “notness”

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NOT

framing the “notness”

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STRONG NOTMILD

what is the “not” of strong?

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NOT

the “not” of Starbucks in 2009?

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language/codes code

language

[simple][complex]

[routine][ritual]

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the codes for coffee in America

coffee as expression of national identity

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NOT

the “not” of Voss?

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code[simple][complex]

language

language/codes [badge] [utility]

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the pepsi generation in the 1960s as the “not” of your (Coca-Cola) parents

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what product is a “not” of Pepsi today?

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NOT

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the “not” of Pepsi plays out in the language of products

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codes

language

language/codes

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language

code [playful][iconic]language/codes

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code [knowledge][memory]

language

language/codes

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code [recipe][process]

language

language/codes

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[transparent][opaque] code

language

language/codes

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NOT

the “not” of Body Shop?

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[science][nature]code

language

[friendly] [prescriptive]language/codes

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signals stories

from signal to story... synchronizing brands for purpose and sustainability

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LANGUAGE CODES CULTURE

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drip bars

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trend narrative radiates through culture in affirmation of codes

[subculture]

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Language/Code Workshop

Let’s analyze some more packaging

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what language can you find?

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what are the codes?

language?

code?

Code Exercise

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Code Exercisewhat language can you find?

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what are the codes?

language?

code?

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Test Run (3 groups)

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language

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examine every part of the package

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examine the package carefully

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List all the words and symbols can you find in the product separately on the post-its

inventory of language

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nounsadjectivesingredientsgraphic elements

other language

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Organize your inventory of language on the wallfind codes

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ingredients

adjectives

graphic elements

word/phrase

word/phrase

word/phrase

nouns

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

word/phrase

CODE(S)?

Scan language for codes and narrative themes

word/phrase

word/phrase

word/phrase

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connect codes to cultures that drive their meaning

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CULTURAL MEANING

What subcultures affirm these codes?

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Week 2 Critiquework through the same process with one of the products you sourced

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language

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30” x 40” foam board

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Mood Board Critique (teams of 2)

single page pdf uploaded to Canvassingle page printout brought to class

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example

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example

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O R G A N I Cm o s t u s e d w o r d o n p a c k a g i n g , s h o w s u p 1 0 x

plays in to beliefs and trends moving away from technology & synthesis and returning towards our roots in nature

you aren’t just buying a beverage, you are buying

in to the idea that through consumption of material objects you can return to your optimal

healthy self

“ C A N ’ T S E N D Y O U T O F I G I B U T C A N B R I N G Y O U K I N G K A V A ”

vacation in a bottle

escape from reality

cheaper than a real vacation

beach culture/stoner culture

D I E T A R YS U P P L E M E N T

consumer health trends point

towards stress & tension as we see a rise in anxiety and insomnia

concern for stress globally and on a personal level

mood beveragesare tied to this natural food

movement whichpeople believe will

improve their quality of life.

the use of this language acknowledges the trends towards the

quest for a higher quality of life

and well being

pendellum swings from rX and

stimulants towardsnatural alternatives

with relaxingand balancing

effects

this product taps in and appeals to

“good lifers” and “yoga moms”

moving away from products providing an immediate need

for energy to finding balance &

long term wellness

“ I T ’ S A S T R E S S F U L W O R L D ”

belief in the mainstream appeal of calming & mood

settling products

“ L O V I N G L Y H A N D M A D E ”

this communicationtaps in to larger

“local” trend themes

desire forproducts

that are uniqueand have

human touch & craft

not massproduced

or mainstream

“ D E L I C I O U S O R G A N I C T E A T H A T W I L L P U T Y O U A T E A S E W I T H O U T P U T T I N G Y O U T O S L E E P ”

relaxing but allows you to focus and

maximize functionality

rise in funding behind GABA& L-theanine draws from

tea culture

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example

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example

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grading criteria

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EFFECTIVELY SOURCE A PRODUCT How well sourced is your product? Is it interesting? Is the product current/timely related to emerging cultural phenomenon.

DEVELOP A UNIQUE PACKAGE TAXONOMYHow well have you taken inventory of the key signifiers of the product? Have you missed any important language?

CONTEXTUAL RESEARCHKnow the contextual meaning of the language in your package

IDENTIFY CODE(S) THAT REVEAL CULTURAL MEANINGDefine a code or codes that you can distill from the language

CLARITY OF PRESENTATIONHow well have you communicated your research analysis. Is it clear and visual? Does the board remain relevant with or without a voiceover?

A

B

C

D

E

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see you tomorrow

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