Open AccessEnacting Scales: Reflections from an Anthropologist Working in Asia's Ad World
Author(s) -
TIVASURADEJ TIFFANY
Publication year - 2020
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/epic.12017
Subject(s) - ethnography , narrative , theme (computing) , scale (ratio) , meaning (existential) , sociology , china , southeast asia , anthropology , media studies , gender studies , epistemology , political science , geography , ethnology , literature , law , art , philosophy , cartography , computer science , operating system
The conference theme for EPIC2020 is all about scale. For many, scale will probably evoke images of sizing up, moving forward, getting better. But does scale carry the same meaning in all contexts? Could scaling back be the key to enacting scales successfully? And is it possible to enact scales when ethnography and the broader topic of anthropology are unheard among those around you? Reflecting on my own experience working in Thailand and China and my encounters with other design and business anthropologists working in Asia, I share an honest career narrative about enacting scales. My PechaKucha speaks truthfully about the struggles in applying ethnography, and inspires with learnings on how anthropologists can adapt the broader practice of anthropology and find ways to continue contributing to organisations across societies in Asia.