• Human Terrain System update

According to an article in USA Today, a $250 million U.S. Army program designed to aid troops in Iraq and Afghanistan has been riddled by serious problems that include payroll padding, sexual harassment and racism. The article cites Hugh Gusterson, an anthropology professor at George Mason University who has studied the program.

In an email to USA Today, he said: “It’s another example of a military program that makes money for a contractor while greatly exaggerating its military utility … The program recruited the human flotsam and jetsam of the discipline and pretended it was recruiting the best. Treating taxpayer money as if it were water, it paid under-qualified 20-something anthropologists more than even Harvard professors. And it treated our [AAA] ethics code as a nuisance to be ignored.”

In Afghanistan, the Human Terrain teams feed information to military intelligence centers called Stability Operations Information Centers. The reports are designed to help determine potential targets and adversaries. “We don’t know how that information is useful in identifying a group or individual,” said R. Brian Ferguson, a Rutgers University cultural anthropologist who has studied the program. USA Today has obtained a soon-to-be published report by the National Defense University, a Pentagon-affiliated think tank, noting that Human Terrain System efforts “collectively were unable to make a major contribution to the counterinsurgency effort.”

• Follow the vodka

An article in The Atlantic described the growing role of sociocultural anthropology in marketing studies. It highlights the work of Min Lieskovsky, a 31-year-old straight New Yorker who mingled freely and occasionally ducked into a bathroom to scribble notes about a lesbian party in Austin, Texas, that was heavily infused with vodka.

Liekovsky had recently left a Ph.D. program in sociocultural anthropology at Yale University, impatient with academia but eager to use ethnographic research methods. The consulting firm she worked for, ReD Associates, is at the forefront of a movement to deploy social scientists on field research for corporate clients. The vodka giant Absolut contracted with ReD to infiltrate American drinking cultures and report on the elusive phenomenon known as the “home party.”

The corporate anthropology that ReD and a few others are pioneering is the most intense form of market research yet devised. ReD is one of a handful of consultancies that treat everyday life — and everyday consumerism — as a subject worthy of the scrutiny. According to the article, many of the consultants have trained at the graduate level in anthropology but have forsaken academia—and some of its ethical strictures—for work that frees them to do field research more or less full-time, with huge budgets. And agendas driven by corporate interests.

Continue reading “Anthro in the news 2/25/13” →