ETHNOGRAPHY

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ETHNOGRAPHY

• EH 1301

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• CULTURE
• the customary beliefs, social forms, and material
  traits of a racial, religious, or social group
• the set of shared attitudes, values, goals, and
  practices that characterizes a company or
  corporation

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• POLITICAL
• of or relating to government, a government, or
  the conduct of government
• of, relating to, involving, or involved in
  politics and especially party politics
• organized in governmental terms

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• MORAL
• of or relating to principles of right and wrong
  in behavior

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• PSYCHOLOGICAL
• the mental or behavioral characteristics of an
  individual or group

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• HUMANITARIAN
• promoting human welfare and social reform

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Reading Public Spaces

• Take notes
• Construct a series of observations that could
  develop into ideas.
• Construct a thesis
• Support thesis with specific examples

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Starbucks

• Notetaking through observation
• Brown, green red, brown patterned carpet
• Green
• Lighting - non-fluorescent
• Curves
• Tables - different types
• Decoration - products art
• Logo coffee-related art photos
• Baby chairs, modern garbage cans
• Advertisements, baskets, games
• Handicapped bathrooms
• The New York Times
• Windows, mahogany, metal
• Music cool varied

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Starbucks

• Construct series of observations
• Starbucks relies on moderate earth tones for
  decoration.
• Their seating places are made of durable
  materials.
• Their artwork is a mix of coffee photographs and
  advertisements.
• There is a lot of light. The lighting they use
  is bright but not harsh, avoiding fluorescent
  light.
• Their advertisements are prominent within the
  store. Their products are geared to the middle
  and upper classes both by design and content.

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Starbucks

• Expanding on the idea of a target audience in
  multiple paragraphs
• one about products,
• another about décor,
• maybe one about music, and
• perhaps another about the location of that
  particular Starbucks

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Starbucks

• Starbucks appeals to the middle and upper classes
  through a combination of its décor, music,
  products, and location.

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Starbucks

• What is Starbucks trying to sell besides coffee?
  
• What experience can someone hope to get by
  entering Starbucks?
• Starbucks is trying to sell and idea of cool or
  trendy to its customers
• Something the target audience (middle-upper
  class) feels they need to buy.

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Starbucks

• Starbucks tries to sell its idea of cool to the
  middle and upper classes through its hip music,
  sturdy, smooth décor, and its sleek and
  streamlined products.