Inculture» graffman

Ethnographic study about Idol

graffman — Mon, 06 Sep 2010 04:49:51 +0000

This week our study about the tv programme Idol will be available for everyone who is interested. Just click on this link to Medierådet and order your copy. The report tell you all about the methods used and all insights found!

Volvo Subject60 experiment

graffman — Wed, 07 Jul 2010 15:14:21 +0000

This report and film is the result of our ethnographic observational study of the Volvo Subject60 tour in Berlin, London, Milan, Paris and Madrid. At each event experiments were weaved into the party environment to trigger the participant’s naughty behavior. An anthropologist was engaged at each event to execute observations with focus on behavior, facial expressions, party mood and reactions to the ‘hidden’ experiments. The task was to observe patterns of behavior in a real world context with the aim to enhance and deepen the understanding of the figures resulting from as well the experiments as the previous quantitative study. By doing cross-cultural comparisons of those five cities we have tried to differentiate between the various types of ‘naughty’ behavior we observed. Are there really cultural differences when it comes to naughtiness?

The world’s most modern country

graffman — Mon, 28 Jun 2010 05:33:50 +0000

This summer SVT is once again sending the TV programme Världens modernaste land, a series that discuss different issues about Swedish culture. A relief for all of us that get quite tired of football… In programme number 4 Katarina Graffman is guest together with Peter Englund. View here.

A different kind of media behavior

graffman — Tue, 01 Jun 2010 08:06:41 +0000

Media, especially for young users, is about a complete integration with everyday life, which constantly is ongoing. It is no longer about the “new” in media technologies that should be problematizied in order to understand the use and impact – it’s about to see media as a cultural expression that mediates social relations. Only then one can also understand how media works and how it affects everyday life. This is what “old” media logic has difficult to relate to. Today they still use rigid metrics that fail to measure a total integrated behavior.

Ethnography and trendspotting

graffman — Tue, 20 Apr 2010 09:53:55 +0000

By using ethnography one can identify key patterns in the users´ emotinal, functional and social needs. That is what real “trendspotting” is – detailed analysis of behaviour in order to predict change. One have to know that human behavior is likely to lead to some development, such as the human need for comfort is often a stronger driving force rather than attitude and lifestyle.

Hattrick and Why do ethnography

graffman — Sun, 11 Apr 2010 13:00:30 +0000

For widening the understanding of their own online service, especially how it is perceived by their users, the owners of the text-based football manager game Hattrick and their associates at Tribaling recently called for ethnographic research as one step in the process of making a marketing strategy plan. The research found answers to questions that were not previously thought of and showed new insights into both functional and social values of the game. Thus, the research revealed Hattrick to be more than a strategy game: the inherently versatile online service is shown to be not only a resource for entertainment, personal challenge and a social community but also a unique cultural environment in which users over time familiarize with, find meaningful to engage in and even extend outwardly into everyday life. It is comforting to learn that our efforts has rendered a more comprehensive understanding of what Hattrick is and what kind of role it plays in peoples’ lives. Having been able to present from a qualitative perspective, a captivating and also a somewhat entertaining insight into users’ experiences, which the owners, board of directors and developers have not previously been acquainted with, the response during and after the presentation was positive. We hope that the outcome of this project will help the management at Hattrick Ltd. to make necessary decisions for maintaining their good reputation and to further improve their online service for the benefit of the users. Extra thanks go to Elia Mörling for the collaboration and his enthusiastic yet sincere comments during the process.

Ecology 2010

graffman — Wed, 07 Apr 2010 16:48:09 +0000

We can well state that there is an increasing interest for organic food and the central theme for it circles around environment and health. No one can escape the fact that organic alternatives are on the market. Our informants, disregarding ethnicity, socioeconomic background and education, have all a relative good knowledge of what organic food is and what it is considered to be good for. Health and environment are fundamental ideas since the informants discuss these issues automatically. But having dealt with this theme, thoughts and behavior exceed to other topics in which the phenomenon “organic” can be explored in a more profound way. Inculture will under this following year investigate what satisfaction (immediate meaning) organic products really give the consumers.

Generation “Noll koll” 2

graffman — Sun, 21 Mar 2010 19:57:43 +0000

The term Generation “Noll koll” is spreading. Our expression refer to the notion that we have a younger generation that doesn’t know what’s going on. It’s used as an allusion to how younger people define media, namely “to know what’s going on”, or in Swedish “att ha koll”. This phenomenon is getting increasingly attention and the phrase is gradually being adapted by journalists and bloggers. Read a good article in Computer Sweden by Johan Hallsenius.

iPod Generation

graffman — Wed, 17 Mar 2010 09:25:56 +0000

Radiodays Europe, The annual pan-European radio conference for leaders from public service and commercial radio as well as related industries, is taking place in Copenhagen 17-18th March. The conference is an arena to discuss radio now and in the future. But, what role does radio play in the lives of younger generations? Inculture will reveal some of the results from their research in this field. To a younger genation it is essential to be part of the ‘flow’. They live in a community of ‘conversation’ rather than ‘information’. Everybody agrees it is important for media producers to understand how new technology can make it easier for consumers to access media. But even more important is to understand how new technologies fundamentally changes everyday behaviour. Media cannot be seen as something separated from everyday life of the consumers.

Ethnography

graffman — Fri, 05 Mar 2010 07:37:29 +0000

Ethnography reveals what people really do. It allows you to see patterns of behavior in a real world context. The method answers how and why by everyday life participant observation study. Saying and acting are separate phenomenon. Ethnography gain insights into how people define and create meaning. Designers, communicators and product developers need to understand the relationship between what they produce and the meaning their products and messages have for the consumers.