3. Cultural-Historical Activity Theory evolution
ofthe
(CHAT) cowboyhat
“A human individual never
reacts directly (or merely with
inborn re ects) to environment.
The relationship between
human agent and objects of
environment is mediated by
cultural means, tools and signs.”
~University of Helsinki
4. A Look Back... evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
5. Hat History evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
Various Hats
Raccoon Skin
Straw
Silk Top Hats Sombreros
6. Hat History evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
Various Hats
o
o y
T s
l im
F Raccoon Skin
Straw
Silk Top Hats Sombreros
7. Hat History evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
Various Hats
o
o y
T s
l im
F Raccoon Skin
Straw
-Blows o in the wind
-Brim does not block
rain
Silk Top Hats Sombreros
8. Hat History evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
Various Hats
-Hot in the Summer
o
o y
-Attracts FLEAS!
T s
l im
F Raccoon Skin
Straw
-Blows o in the wind
-Brim does not block
rain
Silk Top Hats Sombreros
9. Hat History evolution
ofthe
cowboyhat
1865 Gold Rush in Colorado
Various Hats
-Hot in the Summer
o
o y
-Attracts FLEAS!
T s
l im
F Raccoon Skin
Straw
-Blows o in the wind -Rain water pools in
-Brim does not block wide brim
rain
Silk Top Hats Sombreros
10. Hat Innovation evolution
ofthe
cowboyhat
Stetson Saw a Need for a
New Hat
Environmental Factors
were Considered
11. Hat Innovation evolution
ofthe
cowboyhat
Requirements
Block the Sun
Protect from
Rain
Stay cool
12. Hat Innovation evolution
ofthe
cowboyhat
“Boss of the Plains”
13. Hat Innovation evolution
ofthe
cowboyhat
“Boss of the Plains”
Considered the physical
environment
Ignored the
sociocultural
environment
14. Hat Innovation evolution
ofthe
cowboyhat
“Boss of the Plains” At least I don’t look like
one of those rookie cow-
boys! I’m the “Boss of the
Plains” and I have the hat
to prove it!
Perceived as Expensive
Worn for a long time due to Are you trying to justify
the fact your expensive
high replacement cost hat is all dented and the
brim is curled?
Top became dented from
removing
Sides curled from being
slept on
New cowboys did not want
to look like new cowboys
15. Hat Innovation evolution
ofthe
cowboyhat
“Boss of the Plains”
“The hat had been
called the Boss of
the Plains, but
really it turned
out that the
plains were the
boss of that hat.”
~Jad Abumrad, Radiolab
16. A New Design Emerges evolution
ofthe
cowboyhat
Hat Evolution | The Cowboy Hat
They did WHAT?!
They sell them with
the dents and curls
now, guess it’s time for
a new hat “Boss”.
17. A New Design Emerges evolution
ofthe
cowboyhat
Hat Evolution | The Cowboy Hat
Fit the environment
Matched users’
activities
18. A New Design Emerges evolution
ofthe
cowboyhat
Activity Theory
Instruments
Subject Object Outcome
Rules Community Division of Labor
19. A New Design Emerges evolution
ofthe
cowboyhat
Bibliography
Blevins, Winfred (2001). Dictionary of the American West: over 5,000 terms and
expressions from Aarigaa! to Zopilote, p 371. Seattle: Sasquatch Books.
"Cultural-Historical Activity Theory". University of Helsinki - Center for Activity
Theory and Developmental Work Research. Retrieved from the University of Hel-
sinki Website: http://www.edu.helsinki. /activity/pages/chatanddwr/chat.
"The History of Stetson Hats" 2011. Retrieved from Stetson Web Site:
http://www.stetsonhat.com/history.php.
Horne, Ellen (Executive Producer) (2011, November 14). "Patient Zero". Radiolab,
Season 10, Episode 4. New York: WNYC Radio.