Strategic Analysis of Sociocultural Trends: a triangulation of scientific methodss

Authors

  • Nelson Pinheiro Gomes
  • Clarissa Martins Alves Lopes
  • William Afonso Cantú
  • Gilbertto Prado

DOI:

https://doi.org/10.29147/dat.v6i1.336

Keywords:

Trend Studies, Sociocultural Trends, Qualitative Methods, Cultural Triangulation

Abstract

The main objective of this paper is to illustrate the potential benefits of combining methods and practices such as semiotics, content analysis and urban immersion in the context of Trend Studies. By articulating the main authors working on the analysis of socio-cultural trends and these methodological practices, it is possible to review the process of collecting, systematizing and analyzing information. This gives greater scientific rigor to the process of identifying and interpreting trends. We intend to contribute to a greater mapping of methods that may be useful for Trend Studies. As well as promote a continuous review of the analytical processes associated with the interpretation of large behavior patterns and changes in mindsets.

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Author Biographies

Nelson Pinheiro Gomes

Professor Auxiliar do Programa em Cultura e Comunicação da Faculdade de Letras da Universidade de Lisboa. Doutorado na Especialidade de Cultura e Comunicação; desenvolve investigação em Estudos de Cultura (Estudos de Tendências e Gestão da Cultura) no CEAUL – Centro de Estudos Anglísticos da Universidade de Lisboa.

Clarissa Martins Alves Lopes

Docente de Pós-Graduação no Centro Universitário Belas Artes de São Paulo e na Unochapecó e Docente de Graduação na Faculdade Energia. Doutora em Design pela Universidade Anhembi-Morumbi com período sanduíche no Programa de Cultura e Comunicação da Faculdade de Letras da Universidade de Lisboa (FLUL). Atua como consultora nas áreas de tendências, inovação e design. 

William Afonso Cantú

Docente no IPAM/IADE - Universidade Europeia. Doutorando no Programa em Cultura e Comunicação na Faculdade de Letras da Universidade de Lisboa. Desenvolve investigação em Estudos de Cultura (Estudos de Tendências e Análise Cultural) no CEAUL – Centro de Estudos Anglísticos da Universidade de Lisboa.

Gilbertto Prado

Professor do Programa de Pós-Graduação em Design da Universidade Anhembi Morumbi e do Programa de Pós-Graduação em Artes Visuais da Universidade de São Paulo. Coordenador do Grupo Poéticas Digitais, trabalha com arte em rede e insta – lações interativas. É pesquisador 1A do CNPq.   

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GLADWELL, M. The coolhunt: who decides what’s cool? Certain kids in certain places–and only the coolhunters know who they are. The New Yorker, 1997.

GOMES, Nelson P. A Análise Cultural e o Estudo de Tendências na Comunicação e Gestão de Marcas: Estudo de caso publicitário em contexto semiótico. International Journal of Marketing, Communication and New Media, Special Issue 7 – QRMCNM, pp. 56-79, 2020.

GOMES, Nelson P. A análise de Tendências e da Cultura como uma ferramenta para a Gestão de Marcas. e Revista Logo, vol.4, nº. 1, pp. 59-72, 2015.

GOMES, Nelson P. The Management of Culture: Professional Challenges of Managing Narratives and Brands in a changing Cultural Environment. e-Revista Logo, vol.6, nº1, 2017.

GOMES, Nelson P. Trends Management applied to Branding and Cultural Management. e-Revista Logo, vol. 5, nº. 1, 2016.

GOMES, Nelson, COHEN, Suzana; FLORES, Ana Marta. Estudos de Tendências: Contributo para uma abordagem de análise e gestão da Cultura. Moda Palavra, vol. 11, nº. 22, 2018.

GOMES, Nelson. Gestão da cultura: estratégia e articulações no âmbito do branding e das tribos urbanas. E-revista LOGO, vol. 8, nº. 2, 2019.

HALL, Stuart (Ed.). Representation: Cultural Representations and Signifying Practices. Walton Hall: The Open University, 1997.

HAWKINS, M. A. Researching and marketing to consumption collectives. International Journal of Market Research, 2018.

HEDING, T.; KNUDTZEN, C.F.; BJERRE, M. Brand Management: Research, theory and Practice. New York: Routledge, 2009.

HIGHAM, William. The Next Big Thing. London: Kogan Page, 2009.

HOLT, Douglas; CAMERON, Douglas. Cultural Strategy: using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press, 2010.

HOLT, Douglas. How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard Business School Press, 2004.

INGLIS, Fred. Cultural Studies. Cambridge: Blackwell, 1993.

KONGSHOLM, L.; FREDERIKSEN, C. Trend Sociology v. 2.0. Herning: Pej Gruppen, 2018.

LOBO, Theresa; CANTÚ, William A.; GOMES, Nelson P. Cork as a Relevant Material in Fashion: A Study of Socio-cultural Trends and a Semiotic Reading of the Cork-a-Tex Yarn. In W. Karwowski et al. (eds.) Human Systems Engineering and Design III: Future Trends and Applications, Switzerland: Springer, 2021.

MARGOLIN, Victor. Design, the future and the human spirit. Design Issues, v. 23, n. 3, p. 4-15, 2007.

MASON, Henry; MATTIN, D.; LUTHY, M.; DUMITRESCU, D. Trend Driven Innovation. New Jersey: Wiley, 2015.

MCCRACKEN, Grant. Chief Culture Officer - How to create a living, breathing corporation. New York: Basic Books, 2011 [2009].

How to Cite

Pinheiro Gomes, N., Martins Alves Lopes, C., Afonso Cantú, W., & Prado, G. . (2021). Strategic Analysis of Sociocultural Trends: a triangulation of scientific methodss. DATJournal: Design, Art and Technology, 6(1), 213–228. https://doi.org/10.29147/dat.v6i1.336