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Understanding Affluence through the Lens of Technology: An Ethnographic Study toward Building an Anthropology Practice in Advertising
This thesis describes a pilot study for a new cultural anthropology initiative at Team One, a US-based premium and luxury brand advertising agency. In this study, I explore the role and meaning of technology among a population of affluent individuals in Southern California through diaries and ethnographic interviews conducted in their homes. Using schema theory and design anthropology to inform my theoretical approach, I discuss socioeconomic and cultural factors that shape these participants' notions of affluence and influence their presentation of self through an examination of their technology and proudest possessions. I put forward a theory of conspicuous achievement as a way to describe how the affluent use technology to espouse a merit-based model of affluence. Through this model of affluence, participants strive to align themselves to the virtuous middle-class while ascribing moral value to their consumption practices. Lastly, I provide a typology of meaningful technology artifacts in the affluent home that describes the roles of their most used tech devices and how each type supports conspicuous achievement.
Date:
December 2017
Creator:
Garcia, Steven R.
System:
The UNT Digital Library
Teach Healthier: An mHealth Case Study for Piloting Pre-K Health Curriculum
This rapid ethnographic study explored how a 'mobile health education' app might impact preschool teachers and students, interact with organizational protocols and policies, and align with the preschool culture. The researcher evaluated the app's early Pre-K content and user experience. With a systems thinking approach, this study revealed the lived-experiences and processes in preschools around Austin, Texas. The outcomes of this study guided the client with more human-centered approaches to researching and designing their apps and services.
Date:
May 2017
Creator:
Sarmiento, John
System:
The UNT Digital Library