I share therefore I am

A comparative cross-cultural ethnographic study has been carried out in Sweden, Finland and Scotland. The results from Scotland and Finland agree well with the results that Inculture has seen in Sweden based on nearly 10 years’ studies of young people and media behaviour. This shows that the evolution taking place is very similar in the … Continued

Some like anthropologists

In Falun I think they like anthropologists. Last year Dr Bob Deutsch at Brain Sells held a lecture at Norkaydagen, and this year I’ll go there and talk about media behavior and young people. Excerpt from the presentation of the event (in Swedish): Det är med illa dold stolthet vi presenterar årets huvudtalare för Norkaydagen … Continued

Journal of Business Anthropology

In the latest issue of Journal of Business Anthropology, Volume 2, Issue 2 (2013), I’ve written a short piece about being a “business anthropologist”. Grant McCracken suggests that every company in the future will need a chief culture officer, someone who carries the anthropological way of thinking into the heart of the company and makes … Continued

Article about Inculture’s work

Tendens Special has written a good summary of Inculture’s view on applied anthropology in a branding context. Unfortunately it’s in Swedish. Contact us if you want to read the full-length article.

Stroll around Märsta “city”

Was asked to stroll around Märsta “city” in Sigtuna Kommun and see what “place” it is. Each place must take their history, their identity, in possession and not become a non-place – which are planned and steeped in the same shape, where people who live there become alone and alike, just as everyone else. In … Continued

Media behavior in Finland and Scotland

Inculture is involved in a multicultural study to provide both Swedish (in Finland) and Gaelic media and language policy-makers meaningful information on the media habits and digital communication habits of young bi-lingual Scottish Gaelic speakers and Swedish speakers in Finland and their families. The broadcaster and the language planning agency (and others, especially academia) together … Continued

Health and social media

Today Inculture present a project about health in modern society (for Proviva, Danone). Part of the project has focused on how social media affect us. The social health that can be achieved through the immediacy and closeness of friends on social media as Facebook can easily be converted into negative emotions when you read about … Continued

Björn Borg and Millennials

This week it’s time to present a throughly anthropological study focusing on the use and meaning of the brand Björn Borg AB. By getting closer to the consumer we can tell what the brand Björn Borg is, what it means, who the users are and why, what trends are important to deal with… Identity brands … Continued

Digital generation – Scotland

Talk about the digital generation in Stornoway invited by Professor Robert Dunbar. Robert Dunbar leads an inter-university research project headed by the University of the Highlands and Islands, but also involving the Universities of Aberdeen, Edinburgh and Glasgow. The project focuses on research relevant to the maintenance and revitalisation of Gaelic. One of the key areas of … Continued