Inter cultural anthropology a methodological approach of innovation
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Inter-cultural Anthropology: A methodological approach of innovation. Dominique Desjeux Professor of social and cultural anthropology at the Sorbonne (University of Paris 5) Associate Professor at USF, Tampa, FL, USA The University of Foreign Studies in Guangzhou, China

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Inter cultural anthropology a methodological approach of innovation l.jpg
Inter-cultural Anthropology: A methodological approach of innovation

  • Dominique Desjeux

  • Professor of social and cultural anthropology at the Sorbonne

    (University of Paris 5)

  • Associate Professor at

    • USF, Tampa, FL, USA

    • The University of Foreign Studies in Guangzhou, China

  • Innovation, Coca-Cola, Bruxelles, 12 juin 2003; www.argonautes.fr


What is the link between intercultural anthropology and innovation l.jpg
What is the link between intercultural Anthropology and innovation?

  • understanding how new products, services, and technologies moving from one culture to another are accepted or not

  • This innovation processis related to

    • innovation and decision-making process in organization

    • daily life in home and family space

    • cultural and social codes


Using scales of observation l.jpg
Using scales of observation innovation?

geopolitics

cultural areas

Social belonging

Life cycle

Life style

Macro-social

  • When observing social reality it is impossible to look at all social and cultural dimensions at once.

  • So I choose to start from a point of view, that is a scale of observation

  • I most often work on the micro-scale of observation

Micro-sociall

family

daily life

home space

Social code

Micro-individual

individual

psychological identity


Imaging scales of observation l.jpg
Imaging scales of observation innovation?

meso-scale

Bordeaux

France

macro-scale

Barcelona

Spain

micro-scale

Guangzhou

China

micro-individual

Paris

France


On the macro social scale cultural relations to the body l.jpg
On the macro-social scale: Cultural relations to the body innovation?

France

How important it is

to have an esthetic

body

Body as analyser of

life cycle

American ads concerning far-sightedness,

around one’s 50’s, for baby boomers

Spanish ads concerning diabetes,

for aging people


On the micro scale l.jpg
On the micro-scale innovation?

West Indies rum

Greek Tamara

Tunisian

Bourha

  • So, my field work consists of carrying out observations in homes in order to understand the “bed,” the cultural and social framework in which a new product (medicine, wine, soft drink, a service, food, a new communication technology) is introduced.

  • When looking at daily life I try to understand what could be the place of the new product

Russian blinis

Example of cross-cultural

aperitif


The itinerary method understanding the bed l.jpg
The itinerary method innovation?understanding the “bed”

  • a tool for understanding daily life and cultural differences; A comparative method

In-home

decision-making

process

Trip to store

Shopping,

Stealing

Receiving as a gift

Storing

at home

Eating habits,

Table manners,

Presenting objects

(hidden, showed or displayed)

Using,

Cooking

Waste disposal,

leftovers


A food itinerary odense denmark l.jpg
A food itinerary, Odense, Denmark innovation?

In-home decision-making process:

Trip to store

Shoppingcart

Shopping

Back home

Using trunk


The kitchen l.jpg
The kitchen innovation?

  • A well equipped kitchen

Basic utensils: wood spoon, knives


Storing l.jpg
Storing innovation?

A fridge without soft drink

Storing dishwasher


Cooking an ordinary meal l.jpg
Cooking: an ordinary meal innovation?

Preparing cooking

Using appliance

Cooking ball meat


Table maners l.jpg
Table maners innovation?

A Danish flag

Roll of paper

on the table

candles

Tablecloth


The end of the danish itinerary l.jpg
The end of the Danish itinerary innovation?

Waste disposal


Depending on culture l.jpg
Depending on culture innovation?

Denmark

Hidden objects

Outside the kitchen

Washing machine

Vacuum

shoes

  • objects are treated in three different ways in a home

  • Displayed

  • showed

  • hidden

France

Old saucepan

Showed

in the kitchen


A home can be divided into 3 different types of space l.jpg
A home can be divided into 3 different types of space innovation?

  • public

  • private

  • intimate

Danish living

Danish Bedroom

French Kitchen


Social codes l.jpg
Social codes innovation?

  • On the micro-cultural level, I focus more on strategies, practices, and social codes than on values

  • What is culturally and socially

    • prescribed

    • permitted

    • prohibited


Cultural differences storing l.jpg
Cultural differences: storing innovation?

Toilet paper

France

In the toilet

USA

In the bathroom

China

In the

living rom


How do deal with food fears l.jpg
How do deal with food fears innovation?

American issue:

fast food as a threat

French solution: humour

Chinese McDonald: no fear


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Objects are used to express social distance or closeness innovation?

  • Social communication can go through different means:

    • face to face

    • phone

    • letters

    • e-mail

    • fax

    • post-its


Implementing the itinerary method l.jpg
Implementing the itinerary method innovation?

  • When observing an object such as a soft drink one must think about:

    • What triggers the use of the drink

    • At what kind of social occasion it is used (ordinary or festive, formal or informal occasion)

    • How the drink is used all along the stages of life cycle

      • As marker of passage from one stage to another (from childhood to adolescence, then to youth then to adulthood)

      • As marker of identity inside each stage, depending on the pair belonging


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Think about intercultural uses innovation?

  • How the way of drinking is reinterpreted from its cultural origin

    • other uses than drinking

    • other occasions: night/day: meal/snack

    • Individual or collective use

    • Other storing place

    • What kind of space in the home

French birthday

The end


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