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an evolving lecture series for classes at Parsons the New School for Design
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TIM STOCK
The Patterns of CultureAnalyzing Trends Fall 2014
1
TIM STOCK 2
trend analytics - reading and patterning signals
LANGUAGE CODES CULTURE STORY
TIM STOCK
TREND FORCES
PERCEPTION/BEHAVIOR
3
analyzing language from diverse corpus of languageunderstanding how language evolves in context is critical to transformative consumer intelligence
open corpus
closed corpus
social mediabooks,
magazines, speeches etc.
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Google Ngram as closed corpus analysisa tool that allows to test linguistic patterning on a large corpus of scanned texts
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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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victory gardens as expressed language
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PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
TREND FORCES
victory garden
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PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
TREND FORCES
victory garden
WW2
meaning
forces
patriotism
war
TIM STOCK
PERCEPTION/BEHAVIOR
7
victory gardens as an Ngram visualization
TREND FORCES
victory garden
WW2
meaning
forces
patriotism
war
1970s
meaning
forces
recession
frugality
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1969 1981
drug culture as expressed languagewhat trend forces correlate to the peaks in narrative?
8
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TREND FORCES
PERCEPTION/BEHAVIOR
9
drug culture as an Ngram index
marijuana
cocaine1960s
meaning
forces
rebellion
civil unrest
(against)
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TREND FORCES
PERCEPTION/BEHAVIOR
9
drug culture as an Ngram index
marijuana
cocaine1960s 1980s
meaning
forces
rebellion
civil unrest
(against)
meaning
forces
(affirm)status
market deregulation
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cellphones as signifiers of cultural codes
LANGUAGE
TREND FORCES
CODES
CULTURE
1980-2008
identifying hidden meaning of how the product fits in
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PERCEPTION/BEHAVIOR
TREND FORCES
11
cellphone as signifier - the context of signals
meaning
forces
luxury
1980s cellphone
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PERCEPTION/BEHAVIOR
TREND FORCES
11
cellphone as signifier - the context of signals
meaning
forces
luxury
meaning
forces
aspiration
1980s 1990s cellphone
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PERCEPTION/BEHAVIOR
TREND FORCES
11
cellphone as signifier - the context of signals
meaning
forces
luxury
meaning
forces
aspiration
meaning
forces
utility
1980s 1990s 2000s cellphone
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yuppie culture - cultural systems / connotation
LANGUAGE
TREND FORCES
CODES
CULTURE
1980s
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PERCEPTION/BEHAVIOR
TREND FORCES
13
1980s yuppie culture - cultural systems / connotation
espresso
sushi
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PERCEPTION/BEHAVIOR
TREND FORCES
13
1980s yuppie culture - cultural systems / connotation
economic boom + new money
status + fraternity + rank
meaning
forces
espresso
sushi1980s
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PERCEPTION/BEHAVIOR
TREND FORCES
14
rank
the power suit as expression of meaning
meaning
forces
economic growth
power suit
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yuppie culture - cultural systems / connotation
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LANGUAGE
TREND FORCES
CODES
CULTURE
decoding the bourgeoisie bohemian
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in the 2000s a new culture of aspiration emerges
2000s
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PERCEPTION/BEHAVIOR
TREND FORCES
17
codes of Bobo culture - cultural systems / connotation
made in usa
locavore
post WW2
recession
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PERCEPTION/BEHAVIOR
TREND FORCES
17
codes of Bobo culture - cultural systems / connotation
made in usa
guilt + tactile + local
meaning
forces
9/11 + recession + urban migration
locavore
post WW2
recession
2000s
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stories
18
patterns
The Future of __________
patterns help us frame the opportunities for innovation
where do we invest?
signals
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The Future of __________
trends as innovation - where do we invest?
packaged foodpast present future
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LANGUAGE
TREND FORCES
CODES
CULTURE
transparency
packaging
quantity
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quality
past present future
the future of packaged foodwhat trend forces are likely to impact future patterns?
technology + farming + government subsidies
eating affirms cultural ties
sourcing ingredients retail
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decoding whole foods vs. trader joe’s
21
“whole paycheck” vs. the rise of a more understated urban shopper
LANGUAGE
TREND FORCES
CULTURE
CODES
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
22
frozen foods shaped behavior towards quantity and convenience
1960
packaged
suburbia + appliances + globalism
quantity convenience
decoding supermarkets as cultural ideology
suburban culture
fortified improved
progress
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where do we invest?the evolution of food signals
FIXED LIVING
1960 2014
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FROZEN
24
fixed / standardized clean / wisdom
our move to fresher food reflects a shiftcodes inform the broader narrative
1960 2014
FRESHFRESH
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PERCEPTION/BEHAVIOR
TREND FORCES
25
language reveals the point that culture begins to change coursetracking inflection points
tv dinner
fresh dinner
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PERCEPTION/BEHAVIOR
TREND FORCES
25
language reveals the point that culture begins to change coursetracking inflection points
meaning
forces
convenience craftpatterns
tv dinner
fresh dinner
1980s
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LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: scenarios based on cultural dynamics
26
MACRO TREND
farming/retail hybrids
frugal
production + fuel costs + sustainability
localseasonal
integrated practical transparent
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The Future of __________
trends as innovation - where do we invest?
workpast present future
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LANGUAGE
TREND FORCES
CODES
CULTURE
intelligencesecurity
28
flexibility
past present future
the future of workwhat trend forces are likely to impact future patterns?
technology + economics + legislation
fraternity innovation
machinesoffice plans organization
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
29
the culture of work is shaped by the spaces and objects we inject it with
1950s - 1970s
copy machines
compartmentalized
wartime process + technology + globalism
standardized
decoding the meaning of work after ww2
9 to 5
secretary pool cubicle
corporate ladder on-premise tech
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white collar vs. blue collarsocial stratification was supported by the framework of work
1950s - 1970s
TIM STOCK
PERCEPTION/BEHAVIOR
TREND FORCES
31
information
a shift from industrial to service economy
meaning
forces
post-industrial
white collar workerblue collar worker
product
meaning
forces
industrial
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the shift from primary industry work to tertiary industry work
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the culture of conformity after ww2work as repatriation of cultural codes of class and gender
1950s
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the brainstorm as model of collaborationthe scripting of post-war narrative consumerism
1960s
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PERCEPTION/BEHAVIOR
TREND FORCES
35
information
the language of war in consumer marketing
meaning
forces
post-industrial
marketing campaign
target market
product
meaning
forces
industrial
marketing loses traditional effectiveness as the framework of consumption changes
TIM STOCK
LANGUAGE
TREND FORCES
CODES
CULTURE
2000 -2014
mobile
connected
post-industrial + technology + globalism
intelligent
flex hours
open plan play
flattened structure work everywhere
36
the new campus model of workthe impact of startup culture challenges the how, what and why of work
TIM STOCK
PERCEPTION/BEHAVIOR
TREND FORCES
37
always working
the lines of work and life blur
meaning
forces
recession mobile technology
9 to 5
flex hours
TIM STOCK
PERCEPTION/BEHAVIOR
TREND FORCES
38
the flatlining of existing language for work spaces
flexibility
meaning
forces
mobile technology
post-industrial
office cubicle
corner office
2005
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finding new language for work spacessteelcase new office spaces for introverts
2014
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LANGUAGE
TREND FORCES
CODES
CULTURE
future
forecasting futures: what possible forecasts did you find?
40
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The Future of __________
a peek into your final project (you will choose your own topic)
cars fast food
education
fast fashion television wearable tech
hotelswork
music
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run some searches
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see you next week