Which Tribe Are You..?

Yurok Tribe Ceremonial Site

Yurok Tribe Ceremonial Site (Photo credit: goingslo)


Hunting and gathering of information is the survival of the now generation.  The more you know and the better informed one is, the more adaptable one becomes to continuing in life, on a level that is identifiable to one’s tribe.

Tribe and the effectiveness of Tribe has been a very important debate. Jan hall at Coley Porter Bell, (Brand and Corporate Design and Marketing) drove blue chip projects based on brand identity and connecting to tribes.

In today’s world the media’s are mixing, street art is becoming desirable, and globally marketable.  Brands are reaching out to the people on the street.  And people are becoming more savvy about how, when and where to spend their money.  It seems that back in the 70’s and 80’s the brands were demanding attention, but now it is not so important, it is about attitude.

Erving Goffman (1922-1982, Roberts 2009) an American sociologist, who introduced the term stigma into society made clear that a stigmatised identity was a spoiled identity.  Although in itself the term stigma can be very useful in setting boundaries for sociologists to draw “what is considered normal and what is considered unacceptable”.  Drawing guidelines sets the pace, and protocol can be written and worked from.

Whereas, sociologist Charles Horton Cooley (1864-1929 Roberts 2009), recognised that people are driven by how they are regarded by others. Known as the “looking glass self”.

American psychologist, Abraham Harold Maslow (1908-1970, Roberts 2009) identified the concept of human need. They run in the following order:

  • Physiological; health.
  • Security; home, financial.
  • Social; friends, love, self esteem.
  • Self actualisation; a person is self fulfilled.

A network can better aid a person to develop outcomes that would otherwise be impossible.  Skills that develop confidence, building those stepping stones that can aid an individuals’ development and speed up a persons progress in achieving goals.  Learning new skills enhances the self.  Builds on existing strengths and develops new ones.

Everybody has a unique perspective on things. And every second counts.

A term coined by French theorist Jean Baudrillard reflects this very well. (Roberts 2009).  He recognised that a “hyper-reality” is created by a repeat of reality and perspective, and recalled.  A simulacrum;  an image of an image.

Look at skills objectively, utilising skills that need strengthening and accessing those skills that need exercising.  Continued development is a natural requirement, one that ranks high on the list of priorities. Being forever mindful of new concepts, integrating new ideas with existing ideas is a wonderful way to be creatively alive, in a field that requires an element of understanding combined with empathy and compassion.


Drew & Bingham, (2001) The Student Skills GuideLondon, Pitman.

Fielding & Gilbert, (2000) Understanding Social Statistics London, Sage.

Gibran, Kahlil (1998) The Prophet Boston, One World.

Gilbert, N (2001) Researching Social Life 2nd EditionLondon, Sage.

Lister, R (1992) The Story of King Arthur London, Kingfisher.

McLellan, D (1976) Karl Marx His Life and Thought Herts,Granada.

Muktananda, S (1980) Play of Consciousness New York, SYDA.

Muktananda, S (1980) The Self is Already AttainedNew York, SYDA.

Roberts, K (2009) Key Concepts in Sociology Hampshire, Palgrave Macmillan.

Feature written by L.Church 2012. Copyright Halochurch 

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