Transcript What is Anthropology?

Applied Anthropology
Anthropology 330
Kimberly Porter Martin
Applied Anthropology
DEFINITION
The application of
anthropological
data, concepts and
strategies to the
solution of social,
economic and
technological
problems all
around the world
Applications in
•
Business
•
Health Care
•
Law Enforcement
•
Government
•
Social Services
• Education
•
Political Policy
Applied Anthropology
Applications using data, concepts and strategies
from all four sub-disciplines:
Physical Anthropology - EG. Forensics
Archaeology – EG. Contract Archaeology
Linguistic Anthropology – EG. ESL Specialists
AND
Cultural Anthropology
Cultural Anthropology Strengths
Ethnographic
Methods
Topical Knowledge
Regional Expertise
Ethnographic Methods
 Observation
 Participant
Observation
 Interviewing
 Emic Perspectives
 Cultural Relativism
 Holism
Topical Expertise
 Most
Cultural Anthropologists specialize in
one or more aspects of culture,
EG. Gender issues, economic systems,
religious ideology, etc.
 Knowledge about topical specialties are
useful in many parts of the world,
EG. Knowledge about micro loans in
Africa transfers to the use of micro loans in
Latin America.
Regional Expertise
Many anthropologists function as culture area
specialists.
 The cultural anthropologist who has conducted
doctoral research in Zambia often returns to that
country for subsequent field studies.
 Long-term association with a cultural region
provides a depth of cultural knowledge that most
policymakers lack.

International Trafficing in Stolen
Art and Artifacts
Vigango Statues from Kenya
http://technorati.com/videos/youtube.com%2F
watch%3Fv%3DjhYyCrDPJgQ
http://www.nytimes.com/packages/khtml/2006/04/15
/world/20060416_ARTIFACTS_FEATURE.html
Agricultural Development

The understandings
that emerge from
applied
anthropological
studies of peasant
farmers can be helpful
in agricultural
development programs
in rural areas.
Women’s Development Projects
Anthropological knowledge is used to help women, who are usually
the hardest hit by poverty, to become self-supporting. This woman is a
member of the Vida Nueva Women’s Cooperative in Teotitlan del
Valle, Oaxaca, Mexico..
Medical Anthropology
These three HIV/AIDS counselors
in Chennai, India, can profit from
cultural data provided by medical
anthropologists.
Anthropologists help address public health issues in slums
like Annai Sathya Nagar in Chennai, India.
Medical Anthropology
Here a Western doctor is
inoculating children in
Truk, Micronesia.
Understanding how other
cultures view health and
illness and their treatment
in important in a
pluralistic society. Photo
of Traditional Chinese
Herbal Medicines
Medical Anthropology
Project Concern International Mexico focuses on health in
populations on either side of the U.S./Mexican border near
San Ysidro and Otay Mesa in the San Diego area.
Medical Anthropology
http://www.youtube.com/watch?v=KLXf0gEnADY
Mark Nichter Medical Anthropologist
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
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helped set up India's first school of public health.
played a pivotal role in developing an international clinical
epidemiology network that operates in 41 countries.
researched most of the major public health issues that dominate
the news today, including childhood illness, sexually transmitted
diseases, tuberculosis, diabetes and tobacco use
Applied Anthropology and
Social Issues
Homelessness
Participant-observation
studies of homeless
teenagers can lead to
more realistic social
programs to assist this
misunderstood segment
of the population.
Applied Anthropology and
Social Issues
Diego Vigil has done
extensive applied
research into the
nature of gangs and
urban poverty. He is
pictured here with his
co-author A. Alonzo.
Vigil is a professor at
UC Irvine.
Applied Anthropology and
Business
Applied anthropologists can
serve as consultants or
cultural brokers to help
business people better
understand the cultures of
their international business
partners.
This is only one way
anthropologists work in
business.
General Mills/Yoplait
Product research to see what people want to eat for
breakfast
Traditional marketing research included surveys
and focus groups
Anthropologist Sue Squires was hired to do
ethnographic research
Sue Squires’ Ethnogrqphic Work
Focus group results
Families eat breakfast
together
Parents are concerned
about nutrition
Grandparents are
concerned about
nutrition
Ethnographic results
Families do not sit down
together
Mom cooks whole wheat
waffles that no one eats
Dad and kids eat cereal that
Dad buys because he likes
it
Kids eat their lunches early
at school because they are
hungry before lunch
Gogurt!
Squires concluded that people’s real morning
routines did not allow for sit-down family
breakfasts and that people did not eat the
nutritious foods that they talked about in focus
groups. The result was:
Ethnography and Cell Phones
Motorola Corporation Research on Cell Phones
USA: Cell phones must
be multi-task
technology with phone,
text, calendar, contacts,
music, etc.
Japan: Cell phones are
primarily for texting and
games with some phone
use. Must be able to
personalize them.
China: Cell phones are only
for talking. Face to face is
best, but phone is better
than written
communication. Cell
phone should be primarily
a phone.
Motorola developed
different cell phone
models for each country.
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We specialize in:
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social patterns that shape consumer behavior
Intelligent research design which delivers actionable, "big
picture" findings for clear return on investment
Market expertise: technology, retail, consumer electronics, and
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Go to: Our Services and Methods
Q: What is Ethnography?
A: Ethnography is the study of
people in their natural or
"native" environments—where
they live, work, shop, and play.
It is a set of complementary
techniques developed within
the discipline of
anthropology...
Go to: What is Ethnography?
Industrial Anthropology
Industrial
anthropologist Dr.
Elizabeth Briody is a
full-time employee of
General Motors.
Expert Witnesses
Sometimes applied
anthropologists serve
as expert witnesses in
court cases involving
cultural issues.
Human Terrain Teams:
Embedded Anthropologists in Iraq
The Controversy:
http://video.on.nytimes.com/?fr_story=25b899e3a1415c15
1a6cde86c8bb3311ed99cd54
http://www.youtube.com/watch?v=qA9KkhoMxYE
http://www.youtube.com/CultureTubeAnthro
Powerpoint Study Guide
Applied Anthropology
Ethnographic Methods
Topical Knowledge
Regional Expertise
Stolen Art/Artifacts
Agricultural Development
Women’s Development
Medical Anthropology
AIDs Projects
Project Concern
Social Issues
Homelessness
Gangs
Urban Poverty
Business and Industry
Gogurt
Cell Phones
Expert Witnesses
Human Terrain Teams