last update: September 21, 2014                   [HOME]

DG000: Socio-Cultural Awareness


Prof. Dr. M. Rauterberg
Department Industrial Design, Eindhoven University of Technology
Actual time and location will be announced via email to all subscribed students.


This webpage provides the background information for the introduction lecture.

After following this introduction lecture you should be able:

  • to have a basic understanding of the core-competency "Socio-Cultural Awareness" (SCA).

Previous Knowledge

  • You have to be open-minded.


Competency area: "Socio-Cultural Awareness"
Goal: Master the design and research process from a socio-cultural perspective.

Industrial Design is inevitably part of the larger human society and culture. Global society develops at a breathtaking pace. Mega trends like ageing, globalization, new technology and issues like scarcity of resources, political power, economic and demographic development, play an important role in what the world will be alike in the future, and therefore inevitably influence each undertaking in higher education.
Therefore competency development implies the development of attitudes, knowledge and related skills that integrates the awareness of different societies and cultures. In order to create culturally appropriate systems, products and related services, we need to understand how persons’ mindsets are based on their values, behaviour, beliefs and ontological assumptions, and how to put these into design practice.
Being inevitably part of society, ethical and philosophical questions become important for taking responsibility for society and the notion of “good” design. In order to be able to transform society and create future, one needs a clear understanding of the past, including design history, and taking a normative position into the future.

Intro schedule





first day

Introduction in the basic ideas:
intro lecture [PDF]

additional background information:
Buchanan: Design Research and the New Learning.
Muniandy: Sociocultural Theory by Lev Vygotsky.
Hofstede: Cultural-Dimension Theory.

World Value Survey Homepage.
Wikipedia: World Value Survey.

Vissers M., Wang F., Baha E., Hu J., Rauterberg M. (2012). Path of life in mixed reality.

Rauterberg M. (2011). The three phases of life: An inter-cultural perspective.

Veldheer & Bijl (2011). Actuele maatschappelijke ontwikkelingen 2010.

Literature is provided here:

ID Educational Guide

 video lecture

Wertsch J.V. (1991). Voices of the mind: A sociocultural approach to mediated action. Harvard University Press.

Wertsch J.V., del Rio P., Alvarez A. (1995). Sociocultural Studies of Mind. Cambridge University Press.

Hofstede G. (2005). Cultures and Organizations: Software of the Mind. [summary]

assignment 1) search on internet for "do's and don'ts in the Netherlands/Dutch/Holland".

2a) for Dutch students take at least one "Don'ts" and go out in public and try out why these "don'ts" may confuse others.
2b) for non-Dutch students take at least one "Do's" which is different from your own culture and try out in public.

3) ask another student to video record the reactions of the public.

see also Expatica

  Competence Expert Team at ID:
Kint, Johanna (Lecturer ID, TU/e)
Lu, Yuan (Associ. Prof. ID, TU/e)
Marti, Patrizia (University of Siena & Prof. TU/e ID)
Mensvoort, Koert van (Assist. Prof. ID, TU/e)
Rauterberg, Matthias (Prof. ID, TU/e)

in addition:
Arne Hendriks  (Lecturer ID, TU/e)
Ronald van Tienhoven
 (Lecturer ID, TU/e)

see also Anti Dogmatic Design