Ann T. Jordan
Business anthropology is a fast-evolving field. Social sciences such as sociology, psychology, and anthropology each have a unique set of constructs and theories for studying human behavior and each brings special insights to understanding business. Anthropologists are skilled in observing and learning from the rich interaction of social beings in their environment. With methods based in techniques for first-hand observation and interviewing of participants, and with theoretical knowledge gleaned from studying human societies across the world, anthropologists are the social scientists uniquely situated by training to analyze the social milieu and group-patterned interaction in any human setting.
Simply, business anthropology is the use of anthropological constructs, theory, and methods to study its three subfields: organizations, marketing and consumer behavior, and design. Organizational anthropology is the study of complex organizations from an anthropological perspective to solve organizational problems or better understand the nature and functioning of the organizational form within and across organizations. In marketing and consumer behavior anthropology’s methods allow one to get close to consumers and understand their needs, while anthropology’s theoretical perspectives allow one to understand how human consumption plays out on the world stage. In the design field anthropologists use their methods to observe and learn from the detailed interaction of social beings in the designed environments in which we all live. They use their theoretical perspectives to develop a holistic analysis of the rich data to develop new products and evaluate and improve existing ones whether they be refrigerators or office buildings.
The field of business anthropology is difficult to define because the moniker “business anthropology” is a misnomer. This field, as most anthropologists practice it, is not limited to work in for-profit businesses. Business anthropologists work with for-profit organizations, but also non-profit ones, government organizations and with supranational regulatory bodies. In addition to working for a business, an organizational anthropologist might be working in a non-profit hospital to improve patient safety, a design anthropologist might be working for an NGO to develop a less fuel-intensive cooking system for refugee camps and an anthropologist in marketing might be working in a government agency to develop ways to advertise new vaccines.
Riall W. Nolan
International development is one of humanity’s most important global undertakings, but it is also a “wicked problem” characterized by uncertain and shifting priorities, disagreements, and unexpected outcomes. Created during and in the aftermath of World War II, the development industry of the early 21st century is large, complex, and highly influential. It is also relatively opaque to outsiders and largely independent of normal means of democratic control.
Anthropology has been involved in development from colonial times, but particularly so since the 1950s, and anthropologist practitioners have made several important contributions to development planning and implementation. The discipline’s influence overall, however, has been overshadowed to a large degree by other disciplines, such as economics, which still remains dominant in the industry. Anthropological influence has waxed and waned over the years, both as a response to development policies and priorities, and as a response to changes within the discipline itself.
Anthropological analyses of development, as well as detailed development ethnographies, have helped people inside and outside the industry understand why and how development efforts succeed and fail, and indeed, how to define success and failure in the first place. At the same time, anthropologists have enhanced our appreciation of the role of language, power, and agency in the development process. In the future, anthropology is likely to become more important and influential in development work, given the growth of disciplinary trends favoring practice and application and renewed focus within the development industry on poverty eradication.
The term “ochre” has many meanings: a colored stone, a pigment, sunscreen, a curiosity item, a mustard hue, or even an object used for ritual. Ochre found at archaeological sites is described as a range of earthy, ferruginous rocks with red–yellow–purple streaks. The use of ochre in the past has proven valuable for interpreting not only cognitive capabilities of its users but also for its potential to shed light on behavioral and social factors. The late Pleistocene, and specifically the Middle Stone Age in southern Africa, is a time of significant behavioral and cognitive advances for Homo sapiens—this coincides with the habitual use of ochre. By looking at the collection and use of ochre in the African Middle Stone Age, placed within a global and temporal context, important behavioral conclusions can be made. Ochre has many potential uses, making interpretations of ochre use in the past complicated. Ethnographic and modern analogies are considered as well as the experimental work that has been produced by numerous researchers. All accounts have deepened our understanding of the many ways that ochre may have been used in the distant past. It is likely that both its color and mineralogical content dictated its use in the past.
Reviews of southern Africa’s Later Stone Age (LSA) have seen many different iterations. Generally, however, they summarize the technocomplex from its earliest industry until it ceases to be recognizable in the archaeological record, summarizing the variety of research topics, questions, and approaches. Binding much of this together, despite the diaspora of studies, is the use of ethnography to understand past hunter-gatherer lifeways. This resource has guided interpretations of the past and helped design research approaches since the 1970s. And yet, from as early as the 1980s, archaeologists as well as anthropologists have debated the influence ethnography plays in understanding the past. Nonetheless, without it, significantly less would be written of hunter-gatherer prehistory in southern Africa, which includes belief systems, settlement structures, mobility patterns, subsistence habits, and social relations. Using ethnography as a vehicle, it is possible to navigate the LSA pathways created by scholars and examine the aforementioned contributions this knowledge system has made to interpretations of the past. From this vantage, envisioning a future for ethnography within the field is possible. This should involve expanding the ethnographies archaeologists use, moving beyond the Kalahari Desert, creating a diverse group of LSA researchers, and decolonizing the discipline.