371 info _ Essay pro 4

2008-10-10T00:31:00.000-07:00

So to get information for my essay I've created a survey

I'm trying to find out why people choose apple and why, also why people don't like them. and how it all ties into the brand and how it has marketed itself.

Quick Survey about Apple Inc The Brand

What type of computer did you use for the very first time
Pc or Mac?

Do you remember what you used the computer for, when using it for the first time?

What do you own and use at home
Pc or Mac

If Pc please explain why you chose to use a pc?

If Mac please explain why you chose a Mac?

Do you find it easy to get programs for your computer?

Do you use illegal or pirated software?

What do you hate about Pc’s

What do you hate about Mac’s?

Survey Link

concept

2008-09-18T14:08:00.000-07:00

concept PDF

Research

2008-09-16T21:55:00.000-07:00

1. A trademark or distinctive name identifying a product or a manufacturer.
2. A product line so identified: a popular brand of soap.
3. A distinctive category; a particular kind: a brand of comedy that I do not care for.
A mark indicating identity or ownership, burned on the hide of an animal with a hot iron.
A mark burned into the flesh of criminals.
A mark of disgrace or notoriety; a stigma. See synonyms at stain.
A branding iron.
A piece of burning or charred wood.
A sword: “So flashed and fell the brand Excalibur” (Tennyson).

tr.v., brand·ed, brand·ing, brands.

To mark with or as if with a hot iron. See synonyms at mark¹.
1. To mark to show ownership.
2. To provide with or publicize using a brand name.
To mark with disgrace or infamy; stigmatize.
To impress firmly; fix ineradicably: Imagery of the war has branded itself into the national consciousness.

Brand Reputation: What it is and why it matters a lot.

Brand Equity Measurement

Brand equity studies should measure the following for your brand and each of its competitors, with responses reported separately for different user segments:

• Awareness
• Convenience/accessibility
• Perceived value (including quality and price sensitivity)
• Rank in consideration set
• Preference
• Usage
• Relevance
• Differentiation
• Vitality
• Emotional connection
• Loyalty
• Multiple personality attributes
• Other brand associations

site

Reference links

http://www.leveragingideas.com/wp-content/uploads/2007/03/brands.jpg
Reference link
brand reputation link
http://www.brandingstrategyinsider.com/images/creating_brand_insistence_3.jpg

Concept_

2008-09-16T21:52:00.000-07:00

Brands

How we are intimate with a brand and loyal to it depends on trends that we follow, through our culture, as every season there is something different for the consumer/buyer.
Durability, feel and look are all factors in products that are readily available to us, we are taught to only choose the best whether it is food or clothing.
Although there a millions of brands of every type of product we are taught that some are better than other through advertising and marketing, this then allows a higher status in the global market for the brand itself, and word of mouth between consumers.
Certain brands are seen as “cheap” or poor quality when they only a little different that others, for example, Wattles baked beans are seen as New Zealand’s favourite beans, but that is only because of smart marketing and high quality packaging, which is eye catching to the buyer.
Where as a brand such as Budget who also make baked beans have a low cost looking packaging, but the same quality of baked beans, they have just skimped on fancy advertising on television and packaging.
This then tells the buyer/ consumer that the product is cheap and not worth them buying it. Even though they nearly taste and look the same.
This same factor goes for clothing and other products like electrical goods, people pay more for better looking items.
The ability for a brand to adapt to social and cultural change makes it a more accessible brand for people; specific brands stay in particular fields, which they are marketing to that particular audience, Vans is a world known brand for shoes, but they also make clothing for adults and children and skateboards they are in the field for people who skateboard or inline skate. But this brand is also marketed to everyone else for shoes.

When you think of the word BRAND what comes to mind for you.

Answers from people ages 19 – 50

Adidas
Ipod - Apple
My name
Cereal
Marketing
Consumerism

Reading

2008-09-11T15:58:00.001-07:00

Design Ethnography

Designing for change

he relationships made with people and the fact that they learned to listen first and then talk ,placing emphasis on establishing trust, respect and shared intention.

over time the focus shifted

two propositions of relevance to educational anthropologists and instructional designers.

Ethnographic methods provide a valuable toolkit for instructional designers.
who want to develop complex educational interventions that require local adaption.

Reciprocally,
in structional designers can offer critical anthropologists a methodology for extending their work to future contexts.
Reifying this critique into a designed artifact .

critical designs when transferred to future contexts demand and continually support local reinterpretation.

Participant,observers, becoming part of the context, helping children, be friending children

asked sophisticated questions
how we could support
as well as explored these questions

1) people - it is " people-centred" in that critical inquiry is informed by and responds to experiences and needs of people especially those belonging to traditionally disenfranchised groups.

2) Power - it supports empowerment through the development of common knowledge and critical awareness.

3) Praxis - it recognizes the inseparability of theory and practice and the commitment improving both. At the same time it involves a critical awareness of the personal-political dialectic.

moved beyond just being participant observers,action research, developmental work research.

A central challenge for instructional designers is to regard such shared psycho - physiological processes not as a deterministic threat to the sentient individual but rather as a means through which individuals interpret the world idiosyncratically.

"there is a structure in the world, both the physical world and the epistemological world, that places constraints on knowing",

designs that are amenable to local adaption yet retain their integrity.

Activity Analysis
Talking diaries
Personal Documentaries
Researcher Biographies

field notes

paragraph - draft

2008-09-02T18:53:00.001-07:00

The four stages to risk taking are sensation seeking, thrill and adventure seeking, experience seeking and dish inhibition.
With these four stages being all related at one point the user whether they are engaging in an act of using a product or doing something not known to them gives in an effect of one of these stages depending on what they are doing,
A mindset of what is going to happen also takes play using psychoanalytic theory which is when you are in a primarily unconscious state that is beyond awareness but rely’s heavily on the emotions being felt, for example if a person was handed a bomb there instincts would tell them to either run or if they had the knowledge of how to deactivate that particular bomb they would try and deactivate it, knowledge of a situation and or product helps with the initial state of risk and or risk taking, but the initial mind set before a situation depends on the action taken whether it be trying to have an experience or to further an existing knowledge.

update

2008-09-02T18:42:00.000-07:00

psychoanalytic

a systematic structure of theories concerning the relation of conscious and unconscious psychological processes.
a technical procedure for investigating unconscious mental processes and for treating psychoneuroses

http://dictionary.reference.com/browse/psychoanalytic

research 2

2008-09-02T14:56:00.000-07:00

The emotional response to risk

The ground seems so ridiculously far away. As your brain’s amygdala recognises the clear and present danger your heart begins to beat wildly (up to three times faster), your blood pressure increases, your mouth becomes uncomfortably dry and you have an almost irresistible urge to avoid what is about to happen. You experience the universal emotion of fear, and the perception of risk has sent your system into top gear producing a massive surge of adrenalin, noradrenalin and growth hormone. In milliseconds the brain’s hypothalamus begins to give out corticotropin-releasing hormone (CRH), which triggers the brain’s pituitary gland to pump out adrenocorticotropin (ACTH), which in turn persuades the adrenal glands near your kidneys to start producing cortisol. You are breathing much faster now and blood surges around your body, draining away from unimportant areas like your stomach into your muscles, and giving you “butterflies”. After all there is little point in diverting precious energy to digest your breakfast when you may need every ounce of energy just to survive! Adrenalin, noradrenalin, growth hormone and cortisol continue to be released into your blood as your pupils dilate allowing you to perceive movement around you more clearly, and see into the shadows and darkness (which may conceal further threat). Your immune system gears up to deal with any potential injuries, and emergency reserves of the energy source glucose are released in order to prepare for intense busts of muscular activity. In the blink of an eye your mind and body have geared up to act in response to the perceived risk, the so-called 'fight or flight' response. Whether or not you decide to jump out of the aeroplane and go parachuting depends upon you overcoming the natural fear of falling to your death, but why bother? What is it that motivates people to override this natural protection mechanism and take risks at all?

Psychoanalytic theory

Psychoanalysts at the turn of the 20th century (who were inspired by Sigmund Freud) concluded that it was not normal to overcome these natural fears at all, and risk taking behaviour was in fact evidence of a diseased mind. They could not conceive of any reason why people would choose to risk their lives, and as a result concluded that risk takers were acting without reason. They failed to understand risk taking behaviour from within the confines of their own hypotheses, which lead them to classify risky behaviours as expressive of suicidal tendencies, a death wish ("Thantos") or repressed feelings of masculine inadequacy. It was therefore proposed that people such as mountaineers were illogical, or even pathological. Indeed the legacy of this train of thought continues to be influential although the balance of intellectual power has long since shifted. The main problem with this explanation of risk taking behaviour is that there is no evidence to support these speculations, a criticism that can also be raised against many other psychoanalytic ideas. Psychological research studies that have investigated the mental health of risk takers have been inconclusive or contradictory, and in some cases risk taking behaviours (e.g. ocean sailing) have even been shown to lead to increases in self-esteem. Similarly people who take financial risks in the workplace generally tend to be more successful in their jobs, findings which run contrary to the idea that risk taking is simply self-defeating. Another weakness of this approach is that normal people consider needs other than safety when making decisions about how to act. In short, a theory which places safety considerations above all else in an inflexible hierarchy does not give a good account of people's priorities in real life. Even other animals have been shown to take risks for social reasons; the underlying theory being that by taking risks that a less able animal would have to avoid they demonstrate the superiority of their genes and become more attractive as a mate. Interestingly some studies have found this phenomenon in humans too, with people who engage in high risk sports (e.g. parachuting) seen to be more sexually attractive.

Evolutionary perspectives

It is tempting to conclude that risk taking is simply a relic of more dangerous times, where risks had to be taken on a day to day basis in order to ensure our very survival. It is now widely accepted that we, as a species, are descended from a family of apes, and the psychological implications of this are fascinating. Five million years ago early man (Australopithecus) had a brain the size of a chimpanzee's, and before our brains tripled in size and became more architecturally complex, it is safe to say that our thoughts would have been somewhat more primitive. With an Ice Age approaching and many powerful and dangerous predators about, the odds of our survival in the searing heat of the African savannah were definitely against us. Hunting, scavenging and gathering food was a difficult process fraught with danger, and this was not our only problem. Faced with such a hazardous environment we were forced to take great risks, and in particular travel large distances in order to find shelter, food, and sexual partners. We had no option to "play it safe", and staying in the same place was also horrifyingly risky with starvation never far away. People who were not willing to take any risks at all would be unlikely to survive, and genes which relate to risk taking would therefore become more common through natural selection. Although our brains have become somewhat more sophisticated since then, our primal instincts still exert a powerful influence over us today. In genetic terms modern man (Homo sapiens) is simply not designed for an urbanised post-industrial lifestyle, and it is little wonder that so many people in developed countries have problems with their weight considering the ready supply of fatty and sugary food and our sedentary lives. The way in which we are socialised effects the way in which our genetic heritage is expressed, and perhaps people go rock climbing and take psychoactive drugs because they are attempting to express the primal instinct to take risks in a modern world?

http://www.risktaking.co.uk/intro.htm

Research

2008-09-02T13:57:00.000-07:00

Risk, uncertainty and profit, By Frank H Knight

We live in a world full of contradiction and paradox, a fact of which perhaps the most fundamental illustration is this: that the existence of a problem of knowledge depends on the future being different than the past, while the possibility of the solution of the problem depends on the future being like the past. -from Chapter XI: Uncertainty and Social Progress A timeless classic of economic theory that remains fascinating and pertinent today, this is Frank Knight's famous explanation of why perfect competition cannot eliminate profits, the important differences between "risk" and "uncertainty," and the vital role of the entrepreneur in profitmaking. Based on Knight's PhD dissertation, this 1921 work, balancing theory with fact to come to stunning insights, is a distinct pleasure to read. FRANK H. KNIGHT (1885-1972) is considered by some the greatest American scholar of economics of the 20th century. An economics professor at the University of Chicago from 1927 until 1955, he was one of the founders of the Chicago school of economics, which influenced Milton Friedman and George Stigler.

http://books.google.co.nz/books?id=-alYLsfnCXUC&printsec=frontcover&dq=risk&source=gbs_summary_r&cad=0

Risk by John Adams

Risk compensation postulates that everyone has a "risk thermostat" and that safety measures that do not affect the setting of the thermostat will be circumvented by behaviour that re-establishes the level of risk with which people were originally comfortable. It explains why, for example, motorists drive faster after a bend in the road is straightened. Cultural theory explains risk-taking behaviour by the operation of cultural filters. It postulates that behaviour is governed by the probable costs and benefits of alternative courses of action which are perceived through filters formed from all the previous incidents and associations in the risk-taker's life.; "Risk" should be of interest to many readers throughout the social sciences and in the world of industry, business, engineering, finance and public administration, since it deals with a fundamental part of human behaviour that has enormous financial and economic implications.

http://books.google.co.nz/books?id=xqdY_4N0_rsC&dq=risk&source=gbs_summary_s&cad=0

risk
Definition

The quantifiable likelihood of loss or less-than-expected returns. Examples: currency risk, inflation risk, principal risk, country risk, economic risk, mortgage risk, liquidity risk, market risk, opportunity risk, income risk, interest rate risk, prepayment risk, credit risk, unsystematic risk, call risk, business risk, counterparty risk, purchasing-power risk, event risk.

http://www.investorwords.com/4292/risk.html

Ludologistical gameplay differs of that of a story telling narrative style game. Although games certainly can have plots, characters, and aspects of traditional narratives, these aspects are incidental to gameplay.

Games:

Pacman
Tetris
Geometry wars

http://www.giantbomb.com/ludology/92-531/

Cybertext: Perspectives on Ergodic Litrature by Espen J Aarrseth

Can computer games be great literature? Do the rapidly evolving and culturally expanding genres of digital literature mean that the narrative mode of discourse -- novels, films, television series -- is losing its dominant position in our culture? Is it necessary to define a new aesthetics of cyborg textuality? In Cybertext, Espen Aarseth explores the aesthetics and textual dynamics of digital literature and its diverse genres, including hypertext fiction, computer games, computer-generated poetry and prose, and collaborative Internet texts such as MUDs. Instead of insisting on the uniqueness and newness of electronic writing and interactive fiction, however, Aarseth situates these literary forms within the tradition of "ergodic" literature--a term borrowed from physics to describe open, dynamic texts such as the I Ching or Apollinaire's calligrams, with which the reader must perform specific actions to generate a literary sequence. Constructing a theoretical model that describes how new electronic forms build on this tradition, Aarseth bridges the widely assumed divide between paper texts and electronic texts. He then uses the perspective of ergodic aesthetics to reexamine literary theories of narrative, semiotics, and rhetoric and to explore the implications of applying these theories to materials for which they were not intended. "In many respects, this is the book I and many others have been waiting for. I have not seen any work so comprehensive in its synthesis of previous commentary. Aarseth's brilliant observations remind me of McLuhan's 'probes'--highly condensed, provocative statements meant to generate controversy and insight. This is clearly the best study of electronic texts I have yet read."--Stuart Moulthrop, University of Baltimore, author of Victory Garden.

http://books.google.co.nz/books?id=qx_-zj0-TwoC&dq=Cybertext:+Perspectives+on+Ergodic+Literature&source=gbs_summary_s&cad=0

Phenomenology

Phenomenology is the study of structures of consciousness as experienced from the first-person point of view. The central structure of an experience is its intentionality, its being directed toward something, as it is an experience of or about some object. An experience is directed toward an object by virtue of its content or meaning (which represents the object) together with appropriate enabling conditions.

Phenomenology as a discipline is distinct from but related to other key disciplines in philosophy, such as ontology, epistemology, logic, and ethics. Phenomenology has been practiced in various guises for centuries, but it came into its own in the early 20th century in the works of Husserl, Heidegger, Sartre, Merleau-Ponty and others. Phenomenological issues of intentionality, consciousness, qualia, and first-person perspective have been prominent in recent philosophy of mind.

http://plato.stanford.edu/entries/phenomenology/

Update_

2008-08-18T16:21:00.000-07:00

Emma and I had a meeting today Tuesday 19th we are having another meeting next Tuesday 26th , we discussed making an object using our words, vulnerability, intimacy, ritual, time
ideas we came up with are
something that looks sharp like a ball with nails in it that retract when you touch them so there is that sense of vulnerability but one you get past that stage of being afraid then its ok
or having something change as you interact more with the object
emma cam eup with an idea of a person being in a box where there body was in one box then there head was in another and water would fill up the box that there head is in and they had to drink it so they could breathe out there nose,
also we came up with a chair with rubber legs or a rubber leg where someone would sit on it thinking it was a chair but it would tip when they sat down on it, so an element of surprise,
or having it made of balsa wood so it would look strong but isn't at all.

or an objects that you move in your hands and it makes different noises that get louder and louder until you put it down, or a hexagon object that when you touch each side it flashes different colours.

Seminar

2008-08-12T15:45:00.001-07:00

I loved seeing how Western people are different from asian people and by the showing of 3 images which one is in front was weird it made me feel weird because what if i had chosen the middle one and said well it is in front if the other two move next to it, but i would of said the small one as its further away and looks like its in more control than the other
and how different people react to a robot dog, i think that example was great although i do know some really stuck up elderly people who would not be impressed they are those kind who don't take well to change especially in society.
but even referencing the behaviors of animals towards humans and robots
for example if i got to meet that robot that can walk and sort of talk i would freak out, i'd feel un comfortable, and uneasy as does a dog with a toy car when first introduced to it, they stay back and observe then lung right at it to make sure it is no threat to them, then they chase it and break it and eat all the bits,
but a robot human seems so i dunno futuristic like AI the movie and they replace there son with a robot, i mean what if we as a race was wiped out and there was robots covered in a skin substance that feels and looks just like skin and there eyes can blink, but would there eyes make the blinking noise you can hear only when there is complete silence, eventually maybe
i think the reason this seems so strange to me is because well its still new and all those things pointing to robots destroying and going on killing rampages with wheeling machetes and guns scares me to death but, using a robotic arm to do open heart surgery is different, that doesn't have a face, or a mind,
i think the prospects of robotic people is scary its sort of like suicide bombers of the unknown. but then again
there is always positive with negative like them helping the elderly more, being a friend, helping blind people instead of using dogs, or even a firefighter, potentially if the technology gets soo good we may lose jobs, people in super markets are already get replaced with self service eftpos machines,
if only there was self service sandwhich bars where you could have it all,
but i really enjoyed the seminar it was alot of fun, but sadly i won't be going to Seoul in 2009 as i'm poor and would rather spend that money on somthing else

Reading 2

2008-08-12T15:44:00.000-07:00

Three Phases Of Adoption
by David Liddle

The diagram of Hobby - Work - Life seems odd because we all want to work in a field where we enjoy it the phrase " i love what i do" comes to mind, i know a lot of people who love what they do but, have never been to see them at working doing it so its a metaphor for I'm loving it when I'm not at it or, its good enough for now
i love how people hate there jobs when they are getting paid a lot but don't have to put up with crap like people who work in customer service, these people are the troopers, dealing with angry people who's product is broken and blame it on the store person, or then there's the people who don't even want to talk to the person who has been trained and knows everything about specific items but they want to talk to the manager who doesn't have a clue and has to ask the person anyway,
work should be fun the right people make it fun, a healthy work environment makes it fun, thats the same with university, the friends you make there, make the time being there fun, if we all hated each other it would be way different, or even a flatting situation you need a good group of people to be able to function as a unit.

Enthusiasts phase to exploit a product to either achieve a true understanding of it or to develop the product more or completely change it into something else more or less useful, like digital cameras that can be turned into light stunners, or a bomb, everything can be turned into a bomb

i think when buying something you have three motived
1 I need it
2 I would use it if i had it
3 I want it

i love looking at the middle aged men with there red or green convertibles and wonder why they chose the colour or the car, they are show pony cars, a want, or a luxury item maybe they got it free with the job and wife,
a care unpractical for what it is worth.

But then you see a lady driving a soccer mum wagon and think is she really going to get 8 kids from school or just get 1

so i guess its about lifestyle,choice and practicality
i suppose thats the same when buying anything , i love trends though, and how easily people are suckered in, especially with fashion when New zealand is clearly behind the rest of the world anyway so why and keep up with them when no one here is wearing it and no one really cares,
computers is another they use to be that weird off white colour that went yellow, or the off yellow that went yellow, to black,silver,white, and now multi colour, i'm still waiting on the rainbow one or the ones with dolphins on it for all those hard core dolphin fanatics .

Consumer phase - is fun because it can look as tacky as they want it to be but still be practical and people will still buy it, but i think consumers are getting more in touch with things and what's good and what's not thanks to the Consumer Guide
also we see the consumer as someone not smart people do look into what they buy before hand. thats why customer service clerks need to know there products

Professional stage - has to be something simple for anyone to use trust worthy, fast, and plain, and that can do the job needed, price and performance,

I love how in this reading they refer to something having to be beautiful and how we had that seminar and seeing the Beautiful girl always having the animals coming up to her or taking her food, for all we know she could of had something else on her , thats what i was thinking when watching it, but beauty is in the eye of the beholder and thats why there is choice and variety , and why there are at least 8 different types of peanut butter.

Reading 1

2008-08-12T15:43:00.000-07:00

Homo Ludens
by Johan Huizinga 1960

This reading was interesting and it did bring up a lot of things for me like the gestures of inviting someone to play apposed to choosing someone and there always being someone last, which generally was either the unfit person or someone who didn't know the game at all, but then it all depends on the person picking the people for the, team the strategy in there mind for winning or for having as much fun as possible, so the gesture of " do you want to play" is intriguing to me, we chose our friends to play as we know them, then we chose people with abilities we have seen, or know of, we just on gut instinct that is for sports, or outside team games, but when playing a game of pictionary where you need that person to be able to communicate to the tee about what they have drawn , is when the do i ask them or do i ask that other person, i mean inviting someone to play because you need someone else is good like four square, you need four people or it just doesn't work, especially with the epic battles you can have, back at high school in our PE class we use to always play a game iinvolving the hole class on the tennis courts it was like four square except it was 16 squares and we played it with your feet so if you used hands you were out and people would move around , king,queen and jack, were at the top of the squares and you were seen as awesome if you made it, it was more a team building exercise and to get everyone involved but it was also really hard when we had people from reps soccer teams.
This brings me to something else i thought of as reading this and how it said play is another apart of your time but its controlled to how you use it, and how it can be used as a learning tool, like counting in hop scotch, its funny because when going on long road trips people generally play eye spy which is a fun game inside a car on a really boring trip, but it is actually making you learn, and to look at detail, this brings me to my wandering thoughts on how i hate maths and if i had, had some form of a "serious game" or "play" involved in maths i would be awesome or something that you have to do in order to remember it, like a song or something lame like remembering that irons initials on the chart are PB because our science teacher said plum bum a lot
stupid things work for people stupid,simple and effective, i also like how in this text there is a bit about animals and play and generally when we see animals playing we think they are hurting each other as we can't tell the difference because half of society don't let there dogs interact with others, then that animals would die lonely,the different between play animal - animal or animal - human is different with the animal-animal they are in control either one of them, they know the limits etc but with human-animal the human is in control always is the animal doesn't do something then the human is angry or happy, its sort of like i would play a game with a young child to help them learn where as if i played a game with a teenager i'd do something that they were interested in or to make myself look good to them , auntys and uncles do that to there nieces and nephews, and even parents but there is always a good and bad parents sadly.

Abstract

2008-08-05T16:18:00.000-07:00

Final abstract for Friday

Click Here

Abstract info

2008-08-04T19:31:00.000-07:00

info for what we are doing towards our abstract concept

Click Here

AskNextD Reading

2008-07-25T20:09:00.001-07:00

This reading was weird but there were aspects of it that interested me like how if you wanted to design a new toothbrush the huge process you would have to go through to go above what is already out there, I've always wondered if the children's toothbrush that plays music would do damage to your teeth via sound waves, theres something just not right about brushing your teeth and music coming out of your toothbrush, thats 2 minutes of damage if it does do damage, i just looked at a website and the music goes through your teeth . if i had children they wouldn't be using it.
also how even though you maybe a designer in a company doing a particular job and are moved to another part of the company so adaption or ability to adapt is crucial which i thought was interesting so even though we do digital design we need to be more cross coursed but this is only really happening this year, but how adaptable and working as a team is huge, especially in company's.
some of the questions that got asked were pointless i think at one point the same question was repeated twice just worded differently.

Pro_1 Essay

2008-07-16T16:29:00.000-07:00

Essay pdf

click here

Definitions of Theory

2008-07-16T16:25:00.000-07:00

Research for essay

dictionary definitions of what Theory is

The body of rules, ideas, principals and techniques that applies to a particular subject, especially when seen as distinct from actual practice.

Abstract thought or contemplation

An idea of or belief about something arrived at through speculation or conjecture

A set of circumstances or principals that is hypothetical

A set of facts, propositions, or principals analyzed in their relation to one another and used, especially in science, to explain phenomena.

An idea or set of ideas put forward to explain something

The principals of a subject rather than practice