Overtime we’ve begun to treat this nuance and ambiguity as friction and something to program out. Computers don’t like it. Algorithms can’t categorize it. So we remove it.
Yet we so desperately need this “in between” and neither “yes” nor “no” thinking.
Culture, particularly our media, has become so participatory, that everyone is self-nominating and submitting their own myths into the zeitgeist. And as a result, individuals play an increasingly powerful role in shaping narratives.
Brian Lange puts it brilliantly: “Transaction is identity exchange.”
Consumers exchange capital for identity, and makers exchange their time, labor and expression for the goods or services they sell. Commerce is a continuous exchange of identities.
Attempting to define, quantify and strategize around the zeitgeist is a game of tag. That’s what we’re after. That’s the Sisyphean task. It’s utterly daunting and exhausting, but that challenge is also where the opportunity (and fun) lies.
so what do we do then if we can’t ever catch culture?
Culture is an ecosystem.
Each component from climate, biology, and institutions, to technology, policy and leisure, are all reacting to and informing the next.
For every push, there’s a pull, and for every action, a reaction. And more often than not, contradictions or polar opposites in culture are related to one another.