How Networks Shape Culture

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analyzing trends | parsons the new school for designHOW NETWORKSSHAPE CULTURE 1 TIM STOCK
trends move what is the starting point? how is the informationvia networks connected up? 2 TIM STOCK
what is a an interconnected or interrelatednetwork? chain, group, or system 3 TIM STOCK
NETWORKS SHAPE MEANINGthe grammar of networks structure our expression andnetworks how we process what things mean. 4 TIM STOCK
MACROS: ORIGINS (L/STUDIO)networks generate migration is not only the movement of people, it is also the movementcultural narrative of culture, ideas.. art forms. 4 TIM STOCK 5
subculture subculture subculturenetworks determinehow signals move the grammar of the network determines how signals evolvethrough the market 6 TIM STOCK
are we using demographics are a just a data set. the relevance of the data changes as thedemographics grammar of networks shifts how likelycorrectly? people’s beliefs stay in these buckets. 7 TIM STOCK
CHASM TIME/SPACEnetworks deﬁne the the mechanism of the network determines how quickly trendspath (and sustainability) ﬂow through the culture as wellof adoption as the shift in meaning. 8 TIM STOCK
PHOTO: GETTY IMAGES story trend motivesnetworks propel how belief andinfluence move through culture 9 TIM STOCK
Duncan Wattsinﬂuence and “...the thing you need in a networkinformation to trigger a cascade is not highly influential people but rathercascades easily influenced people.” 10 TIM STOCK
yawns are “ideas and behavior and messages and products sometimes behave just like outbreaks ofcascades infectious disease.” - Malcolm Gladwell 11 TIM STOCK
information I am hungry.... McDonalds has sold 30 billion Bigexternalities Macs. They must be OK. 12 TIM STOCK
The Coldplay Effect feedback loops reinforcing already popular items areinformation can difficult to avoid. When a lot of people listen to Coldplay, Coldplay becomes very well connected withkill diversity a lot of other artists, and also becomes a hub in what is known as a small-world network. - Vegard Sandvold 13 TIM STOCK
American Idol Fashion Star manufacturing information cascadesgaming the may make interesting television but it also can erode and dilute thesystem meaning of things. 14 TIM STOCK
market in 1980 very few people had email...the growing popularity of emailexternalities makes it exponentially more useful. 15 TIM STOCK
source: NY Times 1930 1945 1960 1975 1990 2005market externalities trends rely on the path of least resistance...the ease by which it canand the rate of be adopted...if there are barriers in the infrastructure the rate of consumptionconsumption will be slower. 16 TIM STOCK
sushi is sold in refrigeration, integration of local economies fuels trends that trickleWalmart now down from early adopters to laggards. 17 TIM STOCK
testing market what market forces help or hinder theexternalities adoption of 3D TV? 18 TIM STOCK
coercive everyone smokes in my office...people would think I was oddexternalities if I did not do the same. 19 TIM STOCK
i want what the demand for goods such as iPhone are driven by a socialthey want pressure to join in on a shared belief. 20 TIM STOCK
The Devil Wears Prada “its not turquoise, its not lapis, its actually that sweater was cerulean. ...it filtered down through the department stores and then trickled on down selected for you into some tragic casual corner where you, no doubt, fished it out of some clearance bin.” TIM STOCK
the new wiki the rise of trickle up, showrooming and a market ofconsumer borrow, beg or steal. TIM STOCK
reading the health of a countryhealthy kids relies on wiring starts by rewiring thecoercion amongst peers behavioral narrative around food from birth. 23 TIM STOCK
Who pays the bill?coordination I lose money when I pick up the check but gain moreexternalities than that in the long run. 24 TIM STOCK
recycling requires recycling depends on ourcoordination belief in a collective benefit. 25 TIM STOCK
brands built on when Toms sells a pair of shoes a pair of shoes is given to ancoordination currency impoverished child. 26 TIM STOCK
culture networksthis dance generates the relationship between networks and culture shapes what wemeaning in culture believe and how we evolve 27 TIM STOCK
a quick history of networks... 21 TIM STOCK
primer networks railroads are interconnected with ourrailroads search for oil and building the future grid of consumption in the country. 29 TIM STOCK
primer networks post-WW2 public works rewires ourinterstate expectations of every part of living. localhighways trends today are a reﬂection of nostalgia for what we lost in this rewire. 30 TIM STOCK
primer networkstv & advertising “like a midwife, I make my living bringing new babies into thescripted our experience world, except that mine are new advertising campaigns.” DAVID OGILVY 31 TIM STOCK
Mad Men (AMC)advertising “the most important idea in advertisingestablishes is "new". Creates an itch. You simply put your product in there as a kind of...consumption as calamine lotion. But he also talked about asocial glue deeper bond with the product: nostalgia.” 32 TIM STOCK
reﬂexive networksEarly MTV Promo mtv & the beginning of subculture as pop culture narrative - a distribution mechanism that cable tv starts the erosion of distance. 33 TIM STOCK
subculture pop culture reﬂexive networkVogueing in Harlem - 1980s Madonna’s Vogue 1990mtv repackages the increased speed of adoption and loss of distance fromsubculture themes subculture to mainstream. 34 TIM STOCK
subculture pop culture reﬂexive network Yo! MTV Raps1520 Sedgwick Avenue, Bronx NYhow did hip hop cultural language once isolated by proximity nowgo mainstream? made easily consumable. 35 TIM STOCK
expressive networks the nature of networks is fartoday’s digital more transformative. timenetworks and place are less important than story and participation. 36 TIM STOCK
expressive networksa hybrid world quickly everything becomes aﬁlling with data catalyst of expression. 37 TIM STOCK
expressive networkswe layer meaning our participation transformsonto objects and reality into network of signsspaces 38 TIM STOCK
expressive networkswe generate our participation transforms reality intocultural copies a layering of meaning. meaning isof our selves deﬁned by the context of the signiﬁcation. 39 TIM STOCK
we generate the expressions of culture become increasingly malleable. the mediumcultural copies becomes interwoven with our ownof what we ﬁnd sense of what it means. 40 TIM STOCK
expressive networks an element of a culture or behaviormemes & that may be passed from oneLOLcats individual to another by nongenetic means, esp. imitation. 41 TIM STOCK
subculture sub culture sub culture sub cultureHector El Father DJ Philadelphyinz Plastic Little the distinction between subculture and our new network pop culture blurs. new forms are fueled is protean by ease of access and remixing of layers of cultural references. 42 TIM STOCK
subculture sub culture sub culture pop cultureG.Depp’s “Let’s Get It” (2001) one of the inﬁnite Harlem Shake upload (2013)Harlem Shake the grammar of the network shortens the distance of inﬂuence... but thesigniﬁers migrate signal does not remain static...it evolves....through cultures for good and for bad. 43 TIM STOCK
pop culture sub culture sub culture sub cultureHarlem Shake upload (2013) Harlem Shake evolves a expression of protest in the Arab world (2013) this is not broadcast the network allows for cultural media...this is content to be transmitted and recontextualized locally for protean media speciﬁc purposes. 44 TIM STOCK
we tracked how small networkshow did Occupy Wall process and share what things meanStreet evolve? and how that meaning evolves as it moves from group to group. 45 TIM STOCK
bouncing ball is drawing a line through October 2011 as worldwide steam was gaining for Occupy Wall Street scanning every possible search term. (metavalue 22,928 out of 1.85 million tweets) KEY color = archetype diameter = magnitude of klout score Occupy Wall Streettracking #s it forces consideration of why patternsthrough time exist and where they begin. 46 TIM STOCK
bouncing ball is drawing a line through October 2011 as worldwide steam was gaining for Occupy Wall Street scanning every possible search term. (metavalue 22,928 out of 1.85 million tweets) KEY color = archetype diameter = magnitude of klout score #p2tracking #s it forces consideration of why patternsthrough time exist and where they begin. 46 TIM STOCK
collectivezeitgeist identity it’s here count me in seeing the signs spreading the message analytical expressivesymbolic action the gauntlet the fear factor establishing the language getting out there #anonymous counter what does #anonymoustracking signals look like? 47 TIM STOCK
collectivezeitgeist identity analytical expressivesymbolic action #anonymous counter what does #anonymoustracking signals look like? 47 TIM STOCK
collectivezeitgeist identity analytical expressivesymbolic action #anonymous counter what does #anonymoustracking signals look like? 47 TIM STOCK
mainstream supermarkets are now the largest seller of organic food products how did this migrate? can retailers adjust to potential dilution of meaning as trends continue to evolve?tracking cultural tracking the migration andsignals to inform dimension of evolving cultural trends.product innovation 48 TIM STOCK
twitter mentions of the word “raw” through February 2012 words frequently associated within a database of 63,000 tweets KEY raw color = archetype diameter = number of mentionstracking the migration of raw signifiersin the context of small networks 49 TIM STOCK
twitter mentions of the word “raw” through February 2012 words frequently associated within a database of 63,000 tweets KEY raw color = archetype diameter = number of mentionstracking the migration of raw signifiersin the context of small networks 49 TIM STOCK
twitter mentions of the word “raw” through February 2012 words frequently associated within a database of 63,000 tweets KEY raw color = archetype diameter = number of mentionstracking the migration of raw signifiersin the context of small networks 49 TIM STOCK
1 source 3x2 1950s/60s kitchen 2012/2013 trends living room dining roomproduct trend bathroom product trend bedroomproduct trend backyard garage/car product trend the officeproduct trend eating out product trend motel/hotels 3 2 forecast pattern/ future analyze meaning trendspatterning trends/ and analyzing the codes offorecasting future meaning of these spaces -meaning PAST & PRESENT 51 TIM STOCK
IMAGE: Flickr /thomas.merton own rented subsidizedthe meaning home is at the core of our emotionalof personal identity. It drives our sense of self in relation to society as well as ourspaces sense of aspiration and ideology. 52 TIM STOCK
we consume with an awarenessconsumption of what is visible and invisible toreinforces kinship others. the nature of the network determines how that view functions. 53 TIM STOCK
Emotion is the energyrequired to learn anything. 54 TIM STOCK
Clotaire Rapaillehow do we identify “a survival kit inherited at birththe codes in culture? in order to survive” 55 TIM STOCK
IMAGE: Hertha Hernaus; Dwell, July/August 2008 (via Unhappy Hipsters) 1950s Todaynetworks shape emotional memory is critical in shaping what make us feel safe and balanceswhat home means our relationships to others. 56 TIM STOCK
1950s Today the spaces and objects thatthe context punctuate our development areis critical critical in understanding how we consume for the rest of our lives. 57 TIM STOCK
1950s Todayrites of passage how we assert independence and fuel theshape codes growth of our social circle. 58 TIM STOCK
1950sthe diner booth 59 TIM STOCK
Todaysharing tables 60 TIM STOCK
1950s Todayrites of passage wedding registries acted as a ritual projecting the futureas consumption meaning of home spaces. 61 TIM STOCK
1950s Todayrites of passage tracking trends over time we see culture moving from china sets, toas consumption appliances to cash and vacations. 62 TIM STOCK
1950s Todayrituals reinforce the what we choose to include in our rituals is dictated by what we useevolving codes to unify and reinforce the group. 63 TIM STOCK
1950s Todaythe ritual of outdoor space 64 TIM STOCK
Chicken Coops in Williams Sonoma currently sells chicken coops andthe 21st Century other related equipment. 65 TIM STOCK
1950s Todaycatalogs reveal decoding cultural themescultural narrative from aspirational narratives 66 TIM STOCK
a meme for the road 67 TIM STOCK
enjoy your spring break start researching trends related to your space 68 TIM STOCK