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- Veröffentlicht auf Amazon.com
Format: Kindle Edition
In Culturematic, McCracken introduces a methodology of creativity. By following his methodology, you create a "Culturematic," a thought process* that creates intriguing new concepts. McCracken gives countless examples of recent pop culture phenomena he believes originate from Culturematics.
The methodology for creating a Culturematic is simple, if unclear. Using examples pulled from the book, the methodology is:
1. Test the world: Ask "What if..." or "What if I..." (e.g. What if I invented a professional sports league?)
2. Discover Culture: Your "what if" should reframe culture and produce new culture (e.g. Lonely Island starts with "What if I prematurely ejaculated to an insane degree," ends in Jizz in My Pants skit.)
3. Unleash value: Profit! (e.g. Think about all the money made by Julie and Julia food blog, or Supersize Me)
To his credit, McCracken immediately seems to realize his methodology is vague and unhelpful. As such, he spends a significant portion of the rest of the book attempting to clarify what following these three steps actually entails. Such clarifications include:
-Culturematics have no desired or definite outcome when born.
-Culturematics are not posturing in anyway (except incidentally).
-Culturematics reframe the world in a way that makes it more organized, more tangible, or breaks previous distinctions (such as between art and science).
-Culturematics have something like an emergent order (and as such, you should go out in the world and experience ideas unrelated to your own).
-Culturematics work from native curiosity and excitement.
-Culturematics should focus on small ideas that can grow, rather than on big ideas.
-Culturematics shouldn't conform to taste, social rules, or genres.
-Culturematics should result in small scale projects that can fail without much consequence.
These clarifications, of course, don't really connect to his Culturematic methodology. Instead, they're just good tips for being creative, said better elsewhere.
McCracken then attempts to show how you can apply the Culturematic approach to yourself (by being a spectacle or curator, for instance). He does the same for various creative mediums, and then concludes by discussing how corporations can employ the approach. (I believe another review discusses the corporation part more.)
There are numerous problems with the book, as should be evident here. McCracken has clearly stumbled upon an idea. Unfortunately, he has trouble conveying it clearly: his linguistic invention of the "Culturematic" fails to illuminate, as do his countless examples. Even worse, the lack of clarity does not result from his idea being so novel as to defy easy description; rather, other writers have already said it better. (See, for example, Accidental Genius: Using Writing to Generate Your Best Ideas, Insight, and Content for content generation, and Words That Work: It's Not What You Say, It's What People Hear for what content tends to influence others. Secondarily, I'd recommend the blogs Barking Up The Wrong Tree, Brain Pickings, or even Inc.com.)
In short, don't buy this book; buy those others.
*McCracken also uses Culturematic to describe people and entities embodying this thought process.