ENTERING THE CULTURE

Corporate industry does not willingly host ethnographic observers. Industry has very focused and clear objectives that relate to productivity, profit, and timelines. Stray observers within their midst do not contribute to these objectives. Don spent over a year learning this lesson and then developed a different strategy for ethnographic involvement. In order to enter industry environments, Don realized he had to enter as a full member of the “tribe.” He had to come in the front door and offer a full package of production-line benefits to the company. His involvement within company culture had to clearly be seen as complimentary to its objectives (productivity, profit, and timelines). He prepared himself with applicable skillsets, measurable value offerings, and an industry-based portfolio. His first opportunity arose when he heard that Electronic Arts Canada was advertising for a Director of Visual and Audio Arts. He applied, went through the competition, and won the position. In 1993/94, He took a leave of absence from the university and began his first major experience in corporate industry.

During the next decade, Don would work steadily in the world of techno-ethnographic involvement. He would enter a variety of new studio situations with the intention of using the environment for study and as a laboratory of practise. He would also add value to the company through the skills and ideas he would offer the company. During this period of time, he attained 4 senior directorships in 4 major corporations, advised countless innovations in industry, produced hundreds of actual multimedia events and products, and worked side-by-side with some of the best multimedia producers in the world. Most importantly, the knowledge that Don attained would be brought back to the university and eventually transform his approach to the development of digital studio design, software usage, and educational techniques in teacher practise. His findings have been incorporated in dozens of educational programs which provide first-rate learning experiences for pre- and in-service teachers in Canada and the USA.

1993 - 2003 - THE MAJOR INDUSTRY ENVIRONMENTS

From 1993 to 2003, Don entered a variety of industrial/corporate environments to study how creative products were developed and software productivity was employed in real-world situations. During this decade, Don participated in the industry at its height. The 1990s were the period of time when opportunity allowed a techno-ethnographer to enter industrial cultures and work in its midst. The major corporations he became involved with included:
1993 - 1994 - Electronic Arts Canada Director of Visual & Audio Arts
1993 - 2004 - Yardley Communications Creative Consultant
1995 - 1996 - DeltaMac Interactive Creative Director
1999 - 5454 - DNA Productions Educational Writer & Consultant
1999 - 5454 - Motion Works Creative Consultant
1999 - 5454 - Collideascope Digital Educational Writer & Consultant
1998 - 2002 - Bodwell Internet Director of Education
1997 - 2004 - ETI Entertainment Technologies VP, Education & Creative Services
2000 - 2003 - Zamage Digital Imaging CCO, Chief Creative Officer

In 2003, Don reduced his ethnographic involvement, moved back to Victoria, and has begun sorting his field notes for the production of new creative products, learning resources, and teaching experiences.