Strategic Design through Brand Contextualization

Providing meaningful customer experience is at the core of any successful business activity. Brands can function as vehicles to bundle the ingredients of experience together and give them structure by which consumers are able to understand and interpret products and services. To complement the technical and functional reality and experience, brands create particular narratives around products and services, within the realm of their use experience. This paper aims to contribute to understanding of strategic design and brand contextualization by looking thoroughly into a research-driven student project. The product-service design assignment given to seven teams of four to five post-graduate students was to design a new bike-sharing system, serving the sustainable urban mobility needs of the city of Gothenburg in Sweden. The task was accompanied by a request to create a fictive brand case and specific brand narrative, based on a thorough analysis of pre-selected existing brands. The paper discusses how the teams crafted their brand narratives and how different design and service elements were used to create specific and meaningful brand experiences. In addition to the contribution of the paper to design research and practice, we present a process that might be more widely useful for the education of strategic design and brand management

The accessible museum: towards an understanding of international museum audio description practices

Introduction: Audio description (AD) in museums is crucial for making them accessible for people with visual impairments. Nevertheless, there are limited museum-specific AD guidelines currently available. This research examines current varied international practitioner perspectives on museum AD, focusing on imagery, meaning, emotion and degrees of objectivity, and the regional differences (Europe, US) in AD traditions, in order to better understand how museum AD can be used to enhance access. Methods: Forty-two museum describers from 12 countries responded to a questionnaire requiring fixed-choice and free-text responses about the purpose and construction of museum AD. Results: Inference tests showed that European describers agreed more strongly than US describers that AD should ‘explore meaning’ (U = 91.00, N1 = 24, N2 = 14, p = 0.03), and ‘create an emotional experience’ (U = 89.50, N1 = 24, N2 = 14, p = 0.03), rating the use of cognitive prompts as more important (U = 85.50, N1 = 21, N2 = 14, p = 0.04). Qualitative data enriched this understanding by exploring participant responses on the themes of mental imagery, objectivity and interpretation and cognitive prompts. This highlighted broader agreement between regions on mental imagery, but more acceptance of interpretation in AD from the European respondents. Discussion: US and European describers’ opinions differ regarding the purpose of AD: whether it is about conveying visual information or whether broader interpretations should be incorporated into descriptions for audiences with visual impairments. Implications for Practitioners: These findings indicate that further discussion is needed regarding the purpose of museum AD, and in particular the way in which objectivity is contextualised. They raise questions about AD providing visual information, and/or seeking to address a wider museum experience, including the stimulation of curiosity or emotion

EVIDENCE FOR "UNER TAN SYNDROME" AS A HUMAN MODEL FOR REVERSE EVOLUTION

“Uner Tan Syndrome” was further studied in a second family. There was no cerebellar atrophy, except a mild vermial atrophy in MRI scans of the affected individuals. This is not, however, the pathogenesis of the “Uner Tan Syndrome”, since in the first and second families there were bipedal men exhibiting very similar MRI scans. The second family may also be considered a live model for reverse evolution in human beings. The present work provided evidence for a reverse evolution: (i) quadrupedality; (ii) primitive mental abilities including language; (iii) curved fingers during wrist-walking of the quadrupedal woman; (iv) arm to leg ratios being close to those of the human-like apes. The quadrupedal individuals were raised in separate places, so that they could not imitate each other, excluding the socio-cultural factors contributing to the habitual quadrupedal gait. The results are consistent with the single gene theory, suggesting a single gene controlling multiple behavioral traits, and the psychomotor theory, and a co-evolution of the human mind, an emergent property of the motor system expressed by human language

Situating multimodal learning analytics

The digital age has introduced a host of new challenges and opportunities for the learning sciences community. These challenges and opportunities are particularly abundant in multimodal learning analytics (MMLA), a research methodology that aims to extend work from Educational Data Mining (EDM) and Learning Analytics (LA) to multimodal learning environments by treating multimodal data. Recognizing the short-term opportunities and longterm challenges will help develop proof cases and identify grand challenges that will help propel the field forward. To support the field's growth, we use this paper to describe several ways that MMLA can potentially advance learning sciences research and touch upon key challenges that researchers who utilize MMLA have encountered over the past few years

Legal Classics: After Deconstructing the Legal Canon

The debate over the canon has gripped the University in recent years. Defenders of the canon argue that canonical texts embody timeless and universal themes, but critics argue that the process of canonization subordinates certain people and viewpoints within society in order to assert the existence of a univocal tradition. Originating primarily in the field of literary criticism, the canon debate recently has emerged in legal theory. Professor Francis J. Mootz argues that the issues raised by the canon debate are relevant to legal scholarship, teaching and practice. After reviewing the extensive commentary on the literary canon, Professor Mootz criticizes the polemical structure of the debate and asserts that an appreciation of classical, as opposed to canonical, texts opens the way for a productive inquiry. He defines a classical text as one that both shapes contemporary concerns and also serves as a point of reference for revising these concerns. Classical texts enable critical perspectives rather than submitting to them, he continues, because they provide the arena for debates about issues of public concern. Using Hadley v. Baxendale as an example of a legal classic, Professor Mootz contends that the power of such a classical text is its ability to shape hotly contested legal debates. Our time . . . seems unpropitious for thinking about the question of the classic, for . . . it seems to be a simple either/or that requires merely a choosing of sides: for or against? back to the classics or away from them? Our time calls not for thinking but a vote. And it may well be too late for thinking about the classic in any case, for the vote is already in, and the nays have it

Reshaping dominant stories : a poststructuralist approach to online role play

Online role play is an increasingly popular teaching/learning technique in higher education (Wills & McDougall 2009) but there has been little research into ways a poststructuralist approach may be supported in this format. This paper describes two very different means of incorporating a poststructuralist approach into role plays in higher education to problematise dominant assumptions in the language and content of the subject matter. The first method was a series of interventions in a face-to-face role play in which medical students practised consultations with adolescent school students. The consultations were interrupted repeatedly with activities designed to interrogate assumptions and the school students acted as coaches to improve the medical students\u27 technique. Although this role play was performed face-to-face, some of its activities may be redeveloped to suit an online role-playing format. The second method was a feature of an online role play involving Middle-East politics and journalism students, in which daily online newspapers provided a reflecting and distorting mirror to the political events simulated by the politics students. Indications of ways in which the two methods produced changes in understanding were gathered using a mixture of qualitative and quantitative methods: questionnaires, focus groups, interviews, participant observation and analysis of online discussions and artefacts

A critical evaluation of international development and poverty: the case of microfinance and the Swedish International Development Cooperation Agency in Zambia

International development aid has been under increasing pressure and scrutiny for various reasons. Many scholars and policy makers have called into question its effectiveness to increase economic growth, alleviate poverty, or indeed promote social development in recipient countries (Crewe and Harrison, 1998; Easterly, 2002; Tsikata, 2008; Tuozzo (2009; Vetterlein, 2012; World Bank, 1998; Yusuf, 2008). Within an array of development aid, microfinance has risen to become one of the ‘most important policy and programme interventions in the international development community’ (Bateman, 2010: 1). The case in many parts of the developing world is that of microfinance being hyped and regarded as a best development strategy not only to help reduce poverty but also to empower women (Dichter, 2007; Geleta, 2013; Ito, 2003; Mayoux, 2001; Sharma and Nagarajan, 2011). Although microfinance is talked about so much, it hardly has one agreed meaning. However, it is believed in development literature that, it is aimed at helping the ‘active poor’ bring about own economic and social development-i.e ‘bottom-up’ and locally owned. It is promoted as a market based approach of giving the poor a ‘hand up’ and not a ‘hand-out’. It is also thought to make a significant contribution towards poverty reduction by enabling women become economically active through their participation in managing borrower groups and through exchange of information with each other (Dowla, 2006; Siwale and Ritchie, 2012). That microfinance gets around many of the political barriers that plagued government subsidised credit scheme and other forms of neo-liberal interventions into poverty reduction warrants critical attention. This paper examines the dominant economic discourse at different stages of global capitalism regarding poverty and ‘helping the poor help themselves’ and the narratives behind ‘making markets work for the poor’ as articulated by the World Bank and other international institutions like the Swedish International Development Cooperation Agency (Sida) and Department for International development (DFID). It uses microfinance, viewed as an effective bottom-up development strategy to highlight the language of intervention and argue that much of international development has failed the poor, especially in Africa