Culture Networks PDF

Image: Ethan Hein
culture
networks
scenarioDNA |
connecting brands to culture
trends are perceptions that

manifest as behavior.
Image: Elesa Dam (flickr)
scenarioDNA |
the systems that shape our access

to what we consume are critical in
understanding how trends work and how to
forecast where we are going.
scenarioDNA |
IMAGE: Flickr /the_sand_is_neon
Williamsburg, Brooklyn
HOW DO WE GET
FROM HERE.....
TO THE REST OF THE MARKET
trends move via networks

what is the starting point? how is the information connected up?
scenarioDNA |
the structure is the

message not the content.
CLOTAIRE RAPAILLE, THE CULTURE CODE
Image: Ethan Hein
scenarioDNA |
MACROS: ORIGINS (L/STUDIO)
networks generate cultural narrative
migration is not only the movement of people, it is also the

movement of culture, ideas.. art forms.
scenarioDNA |
a brief history of
modern networks.
scenarioDNA |
There Will Be Blood (Paramount Vantage)
networks: railroads
securing oil, and the land it flows from begins the process of connecting
up the nation. the network as symbol of prosperity and progress.
scenarioDNA |
networks: interstate highways
cheaper materials and a boom in post-WW2 public works cultivates a

car culture that migrates desires to new destinations.
scenarioDNA |
RCA Victor
networks: television
television connects a nation of people around shared cultural

discourse and homogenizes the codes that shape narrative.
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CONTENT W/
COMMERCIALS
NETWORK SHIFT
THE BIRTH OF NICHE CONSUMER CULTURE
CONTENT AS
COMMERCIALS
Early MTV Promo
networks: mtv
the beginning of subculture as pop culture narrative - a

distribution mechanism that starts the erosion of distance.
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subculture
Vogueing in Harlem - 1980s

started in gay clubs frequented by African Americans and
Latin American males......some influential houses include
the House of Xtravaganza, the House of Revlon, the
House of Ninja,
pop culture
Madonnas Vogue MTV VMA 1989

new video stars such as Madonna act as culture
mavens translating subculture for mass
consumption.
mtv repackages subculture themes
the increased speed of adoption and loss of distance from

subculture to mainstream.
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mtv distributes hip-hop to the suburbs

the advent of Yo! MTV Raps in the late 1980s was crucial to the
spread of hip-hop to the suburbs and around the world.
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the distance between

points in the network begins
to erode significantly.
Image: Ethan Hein
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LAYAR
NARRATIVE LAYERS
time/place
tag/meaning
reflexive
NETWORK SHIFT
expressive
networks: digital
time and place are less important than story and participation.
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OLD
NETWORK
demographics
testing
a vs. b
historical data
surveillance
NEW
NETWORK
culture
discovery
narrative
real-time data
sousveillance
technology transforms the network
how we cultivate insights must address how the fundamental

structure has changed.
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SUBURB
CITY
culture trumps zip in the new network.

the increased
of adoption
andofloss
of distance
from
distance
erodesspeed
and shifts
the pattern
trends.
the profile
of
consumption
more playlist than geography.
subculture toismainstream.
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IMAGE: Flickr /persimmonous.jp
Japanese Yankee fan
LOCAL
GLOBAL
new networks erode distance

accelerates the experience of time and reduce the significance of
distance during a given historical moment.
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west
GAP CLOSES
east
The Art of Anime
Harajuku District
new networks mix influences

the story of manga is a conversation between east and west
that grows closer as the network evolves.
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new networks generate ambiguity
gwen stefani is probably not your friend. the friend request as

social distortion.
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owning
NETWORK SHIFT
knowing
iPhone Lines (reuters)
new networks reward discovery

giving up something to get something. knowledge over
ownership drives new network narrative.
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new networks absorb data
google flu trends aggregates search queries around flu-related

topics and calculates patterns in flu activity based on that streaming data.
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new networks connect data
foursquare is an effective conversation between people and places

that works as organic information cascades around stuff people like.
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new networks layer serendipity

chatroulette empowers the nothing narrative.
the process is the story.
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new networks are catalysts
Umar Mutallab demonstrates the new profile of terror...anonymous and

unlikely suspects transformed by the new network.
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Emotion is the energy

required to learn anything.
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the nature of the network imprints

how we form our identity.
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childhood and rites of passage

affirm that connection.
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SIGNIFIED
SIGNIFIED
SIGNIFIER
SIGNIFIER
SPACE
OBJECTS
these emotions shape meaning

for the spaces we occupy and the
products we consume.
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IMAGE: Flickr /thomas.merton
own
rented
subsidized
private spaces
home is at the core of our emotional identity. It drives our sense of self in
relation to society as well as our sense of aspiration and ideology.
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IMAGE: Hertha Hernaus; Dwell, July/August 2008 (via Unhappy Hipsters)
shaping what home feels like
emotional memory is critical in shaping what make us feel safe and

balances our relationships to others.
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the context is critical

the spaces and objects that punctuate our development are
critical in understanding how we consume for the rest of our lives.
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rituals reinforce the codes
what we choose to include in our rituals is dictated by what

we use to unify and reinforce the group.
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HOME SPACES
GENDER
IDENTITY
ASPIRATION
WORK SPACES
spaces shape behavior
spaces reflect our status and consumption. the trends that play out in
these spaces reflect the culture and the network that drives that culture.
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shared spaces
shared spaces like cinemas allow us to feel connected to communal
stories that reinforce our belonging.
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consumption reinforces kinship.

cultural language among groups acts as a glue. we consume
with an awareness of what is visible and invisible to others.
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generational totems emerge as lines of sight

generational codes reinforce motives for consumption.
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emotions that shape what food means
our concepts of what is real and what is good for us is shaped

by the systems that feed our consumption.
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the imprint shapes future health

the network that has served car culture has rewired a
generations understanding of what food is.
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To access the meaning

of an imprint, within a
particular culture, you
must learn the code
of that culture.
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how we play shapes codes
what systems we use to organize and share in play stays with us

in how we solve social problems as adults.
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codes of play are often imposed
gender archetypes drive aspiration and roles. as we mature we

either reaffirm or rebel against these imprints.
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Video Games 1982
VIDEO GAMES AND TOYS SHAPE

CULTURES OF COLLECTING AND
ORGANIZED PROBLEM SOLVING.
Games shape our evolving interface.
Transformers 1984
Transformers fuels a new culture of play

and networks of collectors.
codes of play propel broader language

distribution shapes access to cultural language and shapes behaviors that
evolve to broader concepts of kinship and social currency.
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networks shape
generational code
as our identity develops we bring
meaning to the stuff we consume
and interact with.
Image: Ethan Hein
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networks shape
generational code
BOOMER CODES
FEAR
tension
PROGRESS
NETWORK
THE ROAD
GEN Y CODES
PRIVACY
tension
FAME
NETWORK
THE INTERNET
Image: Ethan Hein
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Sklyline Drive-in
rites of passage shape codes

how we assert independence and fuel the growth of our social circle
is stitched to scenarios of emotional consumption.
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archetypes fuel the narrative
the rebel represents a growing disillusionment and search for

freedom associated with youth rites of passage in the 50s and 60s.
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Easy Rider (1969)
the road shapes boomer archetypes

the road is the activator for boomer codes of rebellion
and restless journeys.
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Viva Viagra Commercial 2007
boomer codes for sex

codes for sex involve the totems that we associated with being
attractive and desirable at the point of maturation.
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Sonic Commercial
boomer codes for food

fast food and the role of cars in imprinting emotional meaning is critical
in understanding how Boomers (and Silents) connect to food.
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Grand Central Flash Mob
gen y rites of passage

the narrative is less about where you go and more about how
you transform what is there.
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gen y archetypes
lady gaga as nano-protean archetype that mixes, morphs and layers
meanings. skinning persona like an interface.
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If you live in Dogtown

Los Angeles you ride a
skateboard
skate as rite of passage
Skateboard Kings (1978)
Sidewalk Surfing born when surfers wanted to surf when the waves were flat.
local cultural rite of passage becomes the template for a global language.
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Parkour
Rooftop Skateboarding
skate culture networks evolve
new distinct skate culture networks borrow and remix skate lexicon
via a new global network fueled by online networks like YouTube.
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decoding trends requires that we

see how culture relates to the language
of consumption.
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innovators
early adopters
TIME/SPACE
late adopters
late majority
the risk diminishes as

the network evolves.
networks define the path of adoption
the mechanism of the network determines how quickly trends

flow through the culture as well as the shift in meaning.
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POP CULTURE
CULTURE MAPPING MATRIX
SENSORIAL
SUB CULTURE
SOBER
mapping culture on the network

the network shapes behavior in distinct ways. mapping the cultural
starting points helps us recognize patterns that shape forecasts.
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POP CULTURE
POLARITIES & PATTERNS

HERO
BRANDED
SOBER
ANTI-HERO
STEALTH
SENSORIAL
NANO
SUB CULTURE
RETRO
plotting cultural narrative

passions drive behavior. behavior clusters around culture. mapping
the groups that drive the language opens up patterns and forecasts.
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POP CULTURE
SENSORIAL
SUB CULTURE
SOBER
LANGUAGE
plotting language and signs

analysis of the the natural flow of language that shapes social
bonds reveals organic brand opportunities.
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this language plays out in

articulating product benefits.
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it shapes the behavior that defines our

motives for engagement.
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and uncovers the catalysts

that shift meaning.
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HOW WAS
ADOPTION
HELPED BY THE
EVOLUTION OF
NETWORKS?
Example: Recycling
SIGNIFIED
SIGNIFIER
First Earth Day 1970
Anti-war
activists,
Environmental
activists,
Vegans, DIY,
etc
Everyday recycling
green culture networks

how does it evolve from activist to the everyday? what are the
culture networks for green today?
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green culture networks lead us forward

foodies like Dan Barber of Blue Hill lead us forward with new ideas on
what is sustainable. good food starts with clean water.
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SIGNIFIED
SIGNIFIER
1950s: Second Car
Today:Coordinated Use
car culture networks

the shift from ownership to knowledge shapes trends in how
people work and live. culture networks will drive future narrative.
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SIGNIFIED
SIGNIFIER
First Starbucks
Yuppies,
New
Urbanism
Foodies,
Trade-up everyday
coffee culture networks
how did Starbucks get a whole generation talking a new language of coffee
as a badge of status? culture networks drove the narrative.
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Home
Coffee House
SAFE
SUBVERSIVE
Maxwell House Commercial 1950s
THE TOTEM FOR

THE 90S YUPPIE
The Rebel Set
codes shaped by emotional memory
subculture imprinting plays out for Boomers as they see coffee as a

way of connecting with the once exotic and taboo.
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SIGNIFIED
SIGNIFIER
PBR Hipsters
The working mans beer
beer culture networks
a networked search for authenticity remixes meanings. PBR is recast

within urban hipster culture. culture networks drove the narrative.
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SIGNIFIED
SIGNIFIER
return to sugar
high fructose corn syrup
sweetner culture networks
the demand for certain ingredients are a result of how information is shared
from cultures in the network and expands as information cascades.
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SIGNIFIED
SIGNIFIER
1950s: Christian Dior

supervises a couture fitting
today: Celebrity borrows to cast

fashion houses as brands for
mass consumption.
luxury culture networks

fashion evolves from couture to ubiquitous brands driven by
celebrities as catalysts for broader adoption.
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SIGNIFIED
SIGNIFIER
Im on a Boat (SNL 2009)
B.G. Cash Money Millionaires Bling Bling
90s: Luxury as
the new badge
2009: Bling as satire
luxury culture networks
once about the process... luxury brands now act as

short cut signifiers.
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Links
L Studio Macros
http://www.lstudio.com/macros/index.html
There Will Be Blood (2007)
http://www.youtube.com/watch?v=ml2Ae2SIXac
Google Flu Trends
http://www.google.org/flutrends/
Easy Rider (1969)
http://www.youtube.com/watch?v=mJS8j9YYB9w
Skateboard Kings (1978)
http://video.google.com/videoplay?docid=7734067482568610083#
Chatroulette Piano Improv #1
http://www.youtube.com/watch?v=32vpgNiAH60
Grand Central Flash Mob
http://www.youtube.com/watch?v=jwMj3PJDxuo
Yo MTV Raps (1995)
http://www.youtube.com/watch?v=Hr2xfKRAwko
Layar Aug. Reality Browser
http://www.youtube.com/watch?v=b64_16K2e08
Sonic Commercial
http://www.youtube.com/watch?v=8rA85iBd4RQ&feature=related
Ford Second Car (1957)
http://www.flickr.com/photos/32912172@N00/3670780581/
Dan Barber of Blue Hill
http://www.ted.com/talks/dan_barber_how_i_fell_in_love_with_a_fish.html
Transformers (1984)
http://www.youtube.com/watch?v=TlCBSa92ANo
The Rebel Set
http://www.youtube.com/watch?v=K1xPzNSwxh0
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thank you.
scenarioDNA |
73

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Image: Ethan Hein

connecting brands to culture

trends are perceptions that

Image: Elesa Dam (flickr)

connecting brands to culture

the systems that shape our access

connecting brands to culture

IMAGE: Flickr /the_sand_is_neon

TO THE REST OF THE MARKET

trends move via networks

connecting brands to culture

the structure is the

connecting brands to culture

MACROS: ORIGINS (L/STUDIO)

networks generate cultural narrative

migration is not only the movement of people, it is also the

connecting brands to culture

connecting brands to culture

There Will Be Blood (Paramount Vantage)

connecting brands to culture

networks: interstate highways

cheaper materials and a boom in post-WW2 public works cultivates a

connecting brands to culture

television connects a nation of people around shared cultural

connecting brands to culture

THE BIRTH OF NICHE CONSUMER CULTURE

Early MTV Promo

the beginning of subculture as pop culture narrative - a

connecting brands to culture

Vogueing in Harlem - 1980s

Madonnas Vogue MTV VMA 1989

mtv repackages subculture themes

the increased speed of adoption and loss of distance from

connecting brands to culture

mtv distributes hip-hop to the suburbs

connecting brands to culture

the distance between

connecting brands to culture

connecting brands to culture

Image: Elesa Dam (flickr)

technology transforms the network

how we cultivate insights must address how the fundamental

connecting brands to culture

culture trumps zip in the new network.

connecting brands to culture

IMAGE: Flickr /persimmonous.jp

Japanese Yankee fan

new networks erode distance

connecting brands to culture

The Art of Anime

new networks mix influences

connecting brands to culture

new networks generate ambiguity

gwen stefani is probably not your friend. the friend request as

connecting brands to culture

iPhone Lines (reuters)

new networks reward discovery

connecting brands to culture

new networks absorb data

google flu trends aggregates search queries around flu-related

connecting brands to culture

new networks connect data