Thought Paper #1

Eva Dunn
Art 195
Professor Stacy Asher
September 7, 2012
The Signs of Culture

San Francisco—a city filled to the brim with distinct cultures, new and exciting things, art, food, and much more—has captured my heart and my mind. As a student in this glorious city, it is no mystery to me as to why The University of San Francisco has the nickname of “The University of The Best City Ever.” I choose to live in San Francisco not only to get a college degree, but also to also experience and learn about the abundance of culture, history, and diversity this city has to offer. Walking through San Francisco, I will notice how its diversity and culture is projected onto the signs surrounding me. Studying the variety of signage in San Francisco serves as a way to examine the different people who live here and to examine the city itself.

In exploring the different neighborhoods of San Francisco, and looking through an ethnographical lens, I expect to visualize San Francisco in a new light. Instead of merely touring the various neighborhoods, I will examine them thoroughly and, in turn, learn more about their different cultures and history. I believe that this new perspective will give me a deeper understanding of San Francisco and the people who live here. As a Communications major, I hope to investigate how various signs attract and communicate with audiences, and also how the signs represent the distinct people who surround them. I especially look forward to seeing and learning how signs change over time and how old signs are received in a new, urban environment. This class will also strengthen my knowledge of the public transportation system in the city, allowing for more comfortable and efficient explorations. Finally, all I really want to see when touring the various neighborhoods of San Francisco is… San Francisco. I want to take it all in—the people, the culture, the urban or classical art, the socioeconomic situations, the entertainment, and everything in between. I aim to make San Francisco a second home in the four years I live here for college, and visualizing it differently and on deeper levels will strengthen my affiliation with it.

By definition, and a paraphrase of the class syllabus, ethnography is the study of people and culture by gathering data through observation. Furthermore, visual anthropology is the study of visual representations, and ultimately it is culture manifested through visible symbols. One might ask how visualizing San Francisco signage relates to ethnography and visual anthropology. Well, by studying the different signs of San Francisco, I will gain a higher understanding of the people who live there, the various messages being communicated, and how different cultures receive said messages. Signs in the city are, in fact, visual representations of culture. Graffiti and murals represent different cultures than billboards advertising face lifts or signs for French restaurants. This class will give me a new perspective on observing people and aid me in gaining insight on the different cultures of San Francisco through careful observation of my physical surroundings.

San Francisco is a city filled with culture, filled with diversity, and filled with signs. By studying said signs through an ethnographic lens, I will gain understanding of the different peoples of San Francisco. And also, by taking Visualizing San Francisco: Exploring Signage and Public Spaces, I will accomplish my goals of strengthening my affinity to San Francisco and learn more about the city in which I first fell in love as a small girl from San Jose.