Ok, the importance of content, that you’ve heard before… But you can’t say it too many times; seems easy to forget and instead focus on the differences between the digital media devices and the anlog OR just try to do the analog thing in a digital form. This week I talk at Tidskriftseminarium about the importance of content rather than packaging (again) and how to elaborate each platform’s possibilities, and as always, it’s based on ethnographic studies of how people actually do, not what they say! BTW, if you have 2 and a half minute…
#Content is king
#Relations instead of knowledge
A short summary of my speech at DagsVara 2013 can be find here, an article in Medievärlden.
#Digital media culture
Time again to talk about behavior and attitudes related to digital media culture at DagsVara 2013. What human and social consequences are important to pay attention to?
#Feeling of final delivery
It’s always such a nice feeling when the final results is delivered to a client. This time to NCC Housing. Inculture studied 16 families living in newly built houses or apartements. The focus areas were how the clients perceive NCC, both in terms of actual living and in terms of the relationship with NCC staff. Hope the results will do something good!
I will give a talk at the end of the Tendency Day this year. In my talk I’ll try to give five advice from the anthropological perspective how to develop a brand.
#Internetdagarna 22-24 okt
This year I will participate in a panel with the following focus: ”The free word – but who is responsible?”, Wednesday 24th October, Stockholm Waterfront.
#Humanities in business
Today Riksbankens Jubileumsfond arranges a whole day seminar at Fotografiska with focus on how humanities can make a difference in business, or should I rather say, outside academy. Why is it so difficult to make people with different skills collaborate across borders, from both perspectives!? Has education become increasingly market-driven, career-oriented, and impoverished in its attention to humanities? I will end the day by gathering a group of interesting people and ask for their opinion, namely Eva Swartz Grimaldi, Fredrik Lindström, Lars Trägårdh, Lotta Gröning and Tobias Nielsen.
#Society planning by theory or understanding?
On a theoretical level one can argue for and create great tools for a more social and human approach to plan or renew city spaces, but theory is theory. The top down perspective is seldom reflecting the bottom up perception of a place.
On a practical level a project aiming to really understand and involve residents in the planning process truly put the theories to the test. But at the same time, it’s impossible for residents/users to express affection for a place they haven’t experienced. That’s way architects and planners need to understand the residents/users to be able to create a sustainable meeting place. Today I talk about this at Upplands Väsby’s Stadsbyggnadsdag 2012.
Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish.
You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities.Those kinds of deep and empathic understanding are the basis for Cultural Branding, the set of strategic principles that guide the building of strong identity brands, in which consumers’ emotionally invest and stay faithful to.
#What is anthropology?
Anthropology means to participate in parts of the daily life of a selected group of people. It is about to retract to peoples’ basic needs, their intuitive behaviour. To address a limited selection of people representing the target groups and interpret the metaphors these people express with reference to basic human needs rather than to articulated desires (which we know change in pace with fashion and trends).
To understand that human needs transgress cultural borders and that the dominant current cultures of communication and dwelling appear to work happily with other form of cultures; national, regional and religious as well as different subcultures.