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TIM STOCK The Patterns of Culture Strategic Design & Management Summer 2014
43

[SIS] The Patterns of Culture

Aug 11, 2014

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Data & Analytics

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] The Patterns of Culture

TIM STOCK

The Patterns of CultureStrategic Design & Management Summer 2014

Page 2: [SIS] The Patterns of Culture

TIM STOCK 2

trend analytics - reading and patterning signals

LANGUAGE CODES CULTURE STORY

Page 3: [SIS] The Patterns of Culture

TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

3

analyzing language on the social webunderstanding how language evolves in context is critical to transformative consumer intelligence

Page 4: [SIS] The Patterns of Culture

TIM STOCK 4

Google Ngrama tool that allows to test linguistic patterning on a large corpus of scanned texts

Page 5: [SIS] The Patterns of Culture

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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TIM STOCK 6

victory gardens - expressed language

1940

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TIM STOCK

PERCEPTION/BEHAVIOR

7

victory gardens as an Ngram visualization

1939 1970TREND

FORCES

austerity

sustainability

meaning

forces

meaning

forces

Page 8: [SIS] The Patterns of Culture

TIM STOCK

1969 1981

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

8

Page 9: [SIS] The Patterns of Culture

TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

9

drug culture as an Ngram index

1965 1980

status

rebellion

meaning meaning

forces forces

marijuana

cocainelocal

global

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TIM STOCK 10

1970s

hip-hop - tracking expressed language

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TIM STOCK

TREND FORCES

PERCEPTION/BEHAVIOR

11

1975 1985 1995 2005

what forces shaped the rise in language?1. how has the

meaning evolved?2.

meaning meaning meaning

forces forces forces

Page 12: [SIS] The Patterns of Culture

TIM STOCK 12

2014

hip-hop - meaning evolves as past symbolic expression becomes common vernacular

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TIM STOCK 13

aspiration culture - patterns in language

1980s

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TIM STOCK 14

cellphone as totem - identifying hidden meaning

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

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TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

15

LANGUAGE

TREND FORCES

CODES

CULTURE

LANGUAGE

TREND FORCES

CODES

CULTURE

LANGUAGE

TREND FORCES

CODES

CULTURE

80s

meaning

forces

meaning

forces

meaning

forces90s 00s

cellphone as signifier - the context of signals

Page 16: [SIS] The Patterns of Culture

TIM STOCK 16

yuppie culture - cultural systems / connotation

LANGUAGE

TREND FORCES

CODES

CULTURE

1980s

Page 17: [SIS] The Patterns of Culture

TIM STOCK 17

yuppie culture - cultural systems / connotation

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TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

economic boom + new urbanism

sushicappuccino

1985

18

status + fraternity + rank

yuppie culture - cultural systems / connotation

meaning

forces

Page 19: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

decoding Bobos

19

in the 2000s a new culture of aspiration emerges

2000s

Page 20: [SIS] The Patterns of Culture

TIM STOCK

decoding Bobos

20

in the 2000s a new culture of aspiration emerges

2000s

Page 21: [SIS] The Patterns of Culture

TIM STOCK

made in usa

2000

PERCEPTION/BEHAVIOR

TREND FORCES

21

guilt + tactile + local

codes of Bobo culture - cultural systems / connotation

meaning

forces

Page 22: [SIS] The Patterns of Culture

TIM STOCK

decoding whole foods vs. trader joe’s

22

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

LANGUAGE

TREND FORCES

CULTURE

CODES

Page 23: [SIS] The Patterns of Culture

TIM STOCK

stories

23

patterns

The Future of __________

trends as innovation

where do we invest?

signals

Page 24: [SIS] The Patterns of Culture

TIM STOCK 24

The Future of __________

trends as innovation - where do we invest?

supermarketspast present future

Page 25: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

transparency

eating tastes and behavior

quantity

25

quality

past present future

the future of supermarkets what trend forces are likely to impact future patterns?

technology + farming + government subsidies

culture casts meaning

Page 26: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

26

frozen foods shaped behavior towards quantity and convenience

1960

how I make my home

new

suburbia + appliances + globalism

improved processed science

decoding supermarkets

culture casts meaning

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TIM STOCK 27

where do we invest?the evolution of food signals

FIXED LIVING

1960 2014

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TIM STOCK

FROZEN

28

fixed / standardized clean / wisdom

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

1960 2014

FRESHFRESH

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TIM STOCK

1980

PERCEPTION/BEHAVIOR

TREND FORCES

29

convenience craft

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

meaning

forces

patterns

Page 30: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

future

forecasting futures: scenarios based on cultural dynamics

30

MACRO TREND

farming/retail hybrids

I trust food I see grown

transparent

production + fuel costs + sustainability

local seasonal trust

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TIM STOCK 31

The Future of __________

trends as innovation - where do we invest?

cars

past present future

Page 32: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

2014

32

the future of carshow does a car company leverage trends? what is the meaning of the car?

fuel costs + urban planning + technology

why do I need a car?

freedom utility

past present future

flexibility

culture casts meaning

culture casts meaning

culture casts meaning

Page 33: [SIS] The Patterns of Culture

TIM STOCK 33

predicting the future meaning of carselectric cars were the future in the early 20th century

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TIM STOCK

PERCEPTION/BEHAVIOR

TREND FORCES

34

the rise and fall of electric cars

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TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

35

1960

Ford Falcon

second car

MICRO TREND

the meaning of cars in the 1950s

cheap materials + abundant oil + suburbia

I drive everywhere

freedom

keep up with the Jonses

forces/language/culture

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TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

2002 Hummer post-9/11

36

car as fallout shelter

MICRO TREND

9/11 + homeland security + upcycling pro equipment

why do I need a car?

security

the extreme professional

forces/language/culture the meaning of cars after 9/11

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TIM STOCK 37

the meaning of cars after 9/11forces/language/culture

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TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

2012 Nissan Cube

38

moving toasters

MICRO TREND

how do you see cars differently from your parents? why?the generational meaning of cars

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TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

2014Google Driverless Car

39

geo-location + artificial intelligence

car as personal device

what happens when we stop driving?

safety

MICRO TREND

passive

neo-urbanism

integrated

mega-cities

auto grids

MACRO TREND

Page 40: [SIS] The Patterns of Culture

TIM STOCK

LANGUAGE

TREND FORCES

CODES

CULTURE

futuresource: Wired.com/Autopia

40

you won’t need a driver’s license in the future

MACRO TREND

insurance

MICRO TREND

telematics

geo-location + artificial intelligence

car as personal device

neo-urbanism

passive integrated

mega-cities anonymous

seeing the transformative narrative

Page 41: [SIS] The Patterns of Culture

TIM STOCK 41

acting on trend signals MACRO TREND

integration

MICRO TREND

conveniencealways factor in evolving cultural dissonance

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TIM STOCK 42

The Future of __________

a peek into next week...

carsfast foodeducation

fast fashionmusic

televisionvideo games

wearable techmuseums

how might you help a client get

ahead of where the culture is going?

Page 43: [SIS] The Patterns of Culture

TIM STOCK 43

thank you.