Anthropologists tend to insist on acknowledging the differences of cultural phenomena, thereby often rendering their research useless to non-anthropologists. Are we trapped of being never more than the critics of psychologists, economists and pundits? Drawing on our research from the Global Social Media Impact Study, we discovered that there could be a solution: ‘Yes-But’.
Skills from human and social science are asked for because they produce value. Export companies ask for students with language skills and cultural knowledge, consulting companies ask for project managers with great communication skills, food producers hire cultural analysts that understand consumerism.