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The Need for Anthropologists in Modern Media Outlets

Gillian Tett elucidates the need for anthropologists in media outlets

"Journalism and anthropology both purport to observe and analyse human behaviour and experience, albeit in different ways and over extremely divergent timescales. And they both serve up their findings to the wider world in order to give it greater understanding of itself – and of what it 'means' to be 'human'.

"This commonality of purpose between the two disciplines is starting to generate a lot more interest within media production, following the lead of advertising, retail, design and communications technology industries in particular. In the latter, IBM has its Melissa Cefkin and Intel its Genevieve Bell, both seen as anthropologist superstars within Silicon Valley."

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