The Radical Potential of Semiotics & Cultural Strategy

This article summarizes a panel discussion at the Society for Applied Anthropology in March 2022 with Matt Klein - Reddit, Cecily Long - Triptk, Sarah Unger - Cultique, Vijay Parthasarathy - Stardust Insights, and Noël Theodosiou - Luminous.

There is no doubt that we’re living in an era of intense, complex cultural dynamics.

Not only does culture seem to be accelerating faster and faster, but so much of it is now spawned and remixed in online spaces, convoluting dynamics further. Additionally, with heated socio-political issues ranging from mental health and DEI to the climate crisis and war, wading into these territories requires sensitivity, which many would rather overlook entirely. However, as we know, companies do not operate in vacuums. They read, and write, culture. And there’s now harsh pressure, if not a responsibility, to actively participate in and help build shared preferable futures.

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