Tagmemics

Another useful aid to discovering new perspectives is the Tagmemic method, developed by Richard Young, Alton Becker, and Kenneth Pike. This discovery method uses six master topics to break any subject down into component parts which can then be examined individually or in combina­tion to yield fresh approaches and new insights.

Contrast

The Tagmemic system uses six master topics to break any subject down into component parts which can then be examined individually or in combination to yield fresh approaches and new insights.

The topic of contrast considers how the subject resembles or differs from other members of its class:

How does the electronics department at Rodbelle's Department Store resemble or differ from that at Pay & Go?

Variation

The topic of variation looks at how much and in what ways the subject could change without losing its essential nature:

How often and how much can Rodbelle's mark down electronics prices and cut back service before it becomes a discount store?

Distribution

The topic of distribution asks how often and in what places the subject can be observed:

How often do major department stores have an electronics department?

Particle

The topic of particle identifies the distinct and defining features of the subject:

What are the distinctive features of Rodbelle's Electronics Department?

Wave

The topic of wave considers how the subject has changed over time:

How has electronics marketing changed over the past ten years?

Field

The topic of field considers the different parts of the subject and how they interact as parts of a whole:

In what ways does customer service at Rodbelle's relate to sales and profits?

Activities

1.12 Pick a subject from the following list, or choose a subject of your own, and use the six Tagmemic topics to generate a list of questions. Possible subjects: your local newspaper, a familiar t.v. show, a restau­rant chain, a type of music, an organization or club.

Contrast:

Variation:

Distribution:

Particle:

Wave:

Field:

1.13 Share your list of questions from Activity 1.12 with a partner. After comparing and discussing your questions, select two questions and freewrite for fifteen minutes on each one.