Institutionalization Of Ux

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Institutionalization of UX

Author : Eric Schaffer
Publisher : Addison-Wesley
ISBN 13 : 0133123812
Total Pages : 364 pages
Book Rating : 4.1/5 (331 download)

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Book Synopsis Institutionalization of UX by : Eric Schaffer

Download or read book Institutionalization of UX written by Eric Schaffer and published by Addison-Wesley. This book was released on 2013-12-11 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: “This book is a great how-to manual for people who want to bring the benefits of improved user experience to their companies. It’s thorough yet still accessible for the smart businessperson. I’ve been working with user-centered design for over twenty years, and I found myself circling tips and tricks.” –Harley Manning, vice president & research director, customer experience, Forrester Research ”Some argue that the big advances in our impact on user experience will come from better methods or new technologies. Some argue that they will come from earlier involvement in the design and development process. The biggest impact, however, will come as more and more companies realize the benefits of user-centered design and build cultures that embrace it. Eric offers a practical roadmap to get there.” –Arnie Lund, connected experience labs technology leader and human—systems interaction lab manager, GE Global Research “User experience issues are a key challenge for development of increasingly complex products and services. This book provides much-needed insights to help managers achieve their key objectives and to develop more successful solutions.” –Aaron Marcus, president, Aaron Marcus and Associates, Inc. “This handy book should be required reading for any executive champions of change in any development organization making products that demand a compelling user experience. It does an excellent job in laying the foundation for incorporating user experience engineering concepts and best practices into these corporations. In today’s competitive economy, business success will greatly depend on instituting the changes in design methods and thinking that are so clearly and simply put forth in this most practical and useful book.” –Ed Israelski, director, human factors, AbbVie “If you’re tasked with building a user-experience practice in a large organization, this book is for you (and your boss). Informed by years of case studies and consulting experience, Eric Schaffer provides the long view, clearly describing what to expect, what to avoid, and how to succeed in establishing user-centered principles at your company.” –Pat Malecek, former user experience manager, AVP, CUA, A.G. Edwards & Sons, Inc. ”For those of us who have evangelized user experience for so many years, we finally have a book that offers meaningful insights that can only come from years of practical experience in the real world. Here is a wonderful guide for all who wish to make user experience a ‘way of life’ for their companies.” –Feliça Selenko, Ph.D., former principal technical staff member, AT&T “Dr. Schaffer’s mantra is that the main differentiator for companies of the future will be the ability to build practical, useful, usable, and satisfying user experiences. This is a book that provides the road map necessary to allow your organization to achieve these goals.” –Colin Hynes, president, UX Inc. Computer hardware no longer provides a competitive edge. Software has become a broadly shared commodity. A new differentiator has emerged in information technology: user experience (UX). Executives recognize that the customer satisfaction that applications and websites provide directly impacts a company’s stock price. While UX practitioners know how to design usable, engaging applications that create good user experiences, establishing that process on an industrial scale poses critical IT challenges for an organization. How do you build user-centered design into your culture? What infrastructure do you need in order to make UX design faster, cheaper, and better? How do you create the organizational structure and staffing solution that will support UX design over time? Institutionalization of UX shows how to develop a mature, user-centered design practice within an enterprise. Eric Schaffer guides readers step by step through a solid methodology for institutionalizing UX, providing practical advice on the organizational change, milestones, toolsets, infrastructure, staffing, governance, and long-term operations needed to achieve fully mature UX engineering. First published in 2004 as Institutionalization of Usability, this new, expanded edition looks beyond the science of usability to the broader, deeper implications of UX: Once customers can use your applications and websites easily, how does your organization ensure that those engagements are satisfying, engaging, and relevant? Contextual innovation expert Apala Lahiri contributes a new chapter on managing cultural differences for international organizations. Whether you are an executive leading the institutional-ization process, a manager supporting the transition of your organization’s UX practice, or an engineer working on UX issues, this guide will help you build a mature and sustainable practice in UX design.

Institutionalization of UX

Author : Eric Schaffer
Publisher : Pearson Education
ISBN 13 : 0321884817
Total Pages : 364 pages
Book Rating : 4.3/5 (218 download)

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Book Synopsis Institutionalization of UX by : Eric Schaffer

Download or read book Institutionalization of UX written by Eric Schaffer and published by Pearson Education. This book was released on 2014 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Demonstrates how to develop user-centered design practices and explains a methodology for institutionalizing user experience engineering.

A Project Guide to UX Design

Author : Russ Unger
Publisher : New Riders
ISBN 13 : 0132931729
Total Pages : 558 pages
Book Rating : 4.1/5 (329 download)

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Book Synopsis A Project Guide to UX Design by : Russ Unger

Download or read book A Project Guide to UX Design written by Russ Unger and published by New Riders. This book was released on 2012-03-23 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: User experience design is the discipline of creating a useful and usable Web site or application that’s easily navigated and meets the needs of the site owner and its users. There’s a lot more to successful UX design than knowing the latest Web technologies or design trends: It takes diplomacy, management skills, and business savvy. That’s where the updated edition of this important book comes in. With new information on design principles, mobile and gestural interactions, content strategy, remote research tools and more, you’ll learn to: Recognize the various roles in UX design, identify stakeholders, and enlist their support Obtain consensus from your team on project objectives Understand approaches such as Waterfall, Agile, and Lean UX Define the scope of your project and avoid mission creep Conduct user research in person or remotely, and document your findings Understand and communicate user behavior with personas Design and prototype your application or site Plan for development, product rollout, and ongoing quality assurance

The Institutional Foundations of the Digital Economy in the 21st Century

Author : Elena G. Popkova
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110650711
Total Pages : 203 pages
Book Rating : 4.1/5 (16 download)

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Book Synopsis The Institutional Foundations of the Digital Economy in the 21st Century by : Elena G. Popkova

Download or read book The Institutional Foundations of the Digital Economy in the 21st Century written by Elena G. Popkova and published by Walter de Gruyter GmbH & Co KG. This book was released on 2021-02-08 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: The development of the Digital Economy has been a landmark breakthrough for economic systems in the 21st century, as it opens up opportunities for the full-scale implementation of new digital technologies and the optimization of economic activities. While the conceptual essence and specific features of the digital economy are described in detail in the existing literature, the practical foundations of its formation are poorly studied. In this book, the digital economy is studied from the perspective of neo-institutional economic theory. This allows for the tracking of the process of formation (institutionalization) of the digital economy, determining the basic institutions that are necessary for its formation and that exist in modern economic practice, and analyzing scenarios for the future development of the digital economy in the 21st century.

Institutionalization of UX

Author : Eric Schaffer
Publisher :
ISBN 13 : 9780133123845
Total Pages : pages
Book Rating : 4.1/5 (238 download)

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Book Synopsis Institutionalization of UX by : Eric Schaffer

Download or read book Institutionalization of UX written by Eric Schaffer and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Think Like a UX Researcher

Author : David Travis
Publisher : CRC Press
ISBN 13 : 1000910350
Total Pages : 296 pages
Book Rating : 4.0/5 (9 download)

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Book Synopsis Think Like a UX Researcher by : David Travis

Download or read book Think Like a UX Researcher written by David Travis and published by CRC Press. This book was released on 2023-07-26 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Think Like a UX Researcher will challenge your preconceptions about user experience (UX) research and encourage you to think beyond the obvious. You’ll discover how to plan and conduct UX research, analyze data, persuade teams to take action on the results and build a career in UX. The book will help you take a more strategic view of product design so you can focus on optimizing the user’s experience. UX Researchers, Designers, Project Managers, Scrum Masters, Business Analysts and Marketing Managers will find tools, inspiration and ideas to rejuvenate their thinking, inspire their team and improve their craft. In this newly revised Second Edition, the authors have added six new essays that look at how UX research methods have changed in the last few years, why remote methods should not be the only tools you use, what to do about difficult test participants, how to improve your survey questions, how to identify user goals when you can’t directly observe users and how understanding your own epistemological bias will help you become a more persuasive UX researcher. Key Features Provides a dive-in-anywhere book that offers practical advice and topical examples. Includes thought triggers, exercises and scenarios to test your knowledge of UX research. Features workshop ideas to build a development team’s UX maturity. Discusses war stories from seasoned researchers to show you how UX research methods can be tailored to your own organization.

Recognition and Ambivalence

Author : Heikki Ikäheimo
Publisher : Columbia University Press
ISBN 13 : 0231544219
Total Pages : 161 pages
Book Rating : 4.2/5 (315 download)

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Book Synopsis Recognition and Ambivalence by : Heikki Ikäheimo

Download or read book Recognition and Ambivalence written by Heikki Ikäheimo and published by Columbia University Press. This book was released on 2021-07-06 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recognition is one of the most debated concepts in contemporary social and political thought. Its proponents, such as Axel Honneth, hold that to be recognized by others is a basic human need that is central to forming an identity, and the denial of recognition deprives individuals and communities of something essential for their flourishing. Yet critics including Judith Butler have questioned whether recognition is implicated in structures of domination, arguing that the desire to be recognized can motivative individuals to accept their assigned place in the social order by conforming to oppressive norms or obeying repressive institutions. Is there a way to break this impasse? Recognition and Ambivalence brings together leading scholars in social and political philosophy to develop new perspectives on recognition and its role in social life. It begins with a debate between Honneth and Butler, the first sustained engagement between these two major thinkers on this subject. Contributions from both proponents and critics of theories of recognition further reflect upon and clarify the problems and challenges involved in theorizing the concept and its normative desirability. Together, they explore different routes toward a critical theory of recognition, departing from wholly positive or negative views to ask whether it is an essentially ambivalent phenomenon. Featuring original, systematic work in the philosophy of recognition, this book also provides a useful orientation to the key debates on this important topic.

Design for Care

Author : Peter Jones
Publisher : Rosenfeld Media
ISBN 13 : 1933820136
Total Pages : 376 pages
Book Rating : 4.9/5 (338 download)

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Book Synopsis Design for Care by : Peter Jones

Download or read book Design for Care written by Peter Jones and published by Rosenfeld Media. This book was released on 2013-05-01 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world of healthcare is constantly evolving, ever increasing in complexity, costs, and stakeholders, and presenting huge challenges to policy making, decision making and system design. In Design for Care, we'll show how service and information designers can work with practice professionals and patients/advocates to make a positive difference in healthcare.

Observing the User Experience

Author : Elizabeth Goodman
Publisher : Elsevier
ISBN 13 : 0123848709
Total Pages : 608 pages
Book Rating : 4.1/5 (238 download)

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Book Synopsis Observing the User Experience by : Elizabeth Goodman

Download or read book Observing the User Experience written by Elizabeth Goodman and published by Elsevier. This book was released on 2012-09-01 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt: Observing the User Experience: A Practitioner’s Guide to User Research aims to bridge the gap between what digital companies think they know about their users and the actual user experience. Individuals engaged in digital product and service development often fail to conduct user research. The book presents concepts and techniques to provide an understanding of how people experience products and services. The techniques are drawn from the worlds of human-computer interaction, marketing, and social sciences. The book is organized into three parts. Part I discusses the benefits of end-user research and the ways it fits into the development of useful, desirable, and successful products. Part II presents techniques for understanding people’s needs, desires, and abilities. Part III explains the communication and application of research results. It suggests ways to sell companies and explains how user-centered design can make companies more efficient and profitable. This book is meant for people involved with their products’ user experience, including program managers, designers, marketing managers, information architects, programmers, consultants, and investors. Explains how to create usable products that are still original, creative, and unique A valuable resource for designers, developers, project managers - anyone in a position where their work comes in direct contact with the end user Provides a real-world perspective on research and provides advice about how user research can be done cheaply, quickly and how results can be presented persuasively Gives readers the tools and confidence to perform user research on their own designs and tune their software user experience to the unique needs of their product and its users

Mobile Usability: How Nokia Changed the Face of the Mobile Phone

Author : Christian Lindholm
Publisher : McGraw Hill Professional
ISBN 13 : 0071429107
Total Pages : 322 pages
Book Rating : 4.0/5 (714 download)

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Book Synopsis Mobile Usability: How Nokia Changed the Face of the Mobile Phone by : Christian Lindholm

Download or read book Mobile Usability: How Nokia Changed the Face of the Mobile Phone written by Christian Lindholm and published by McGraw Hill Professional. This book was released on 2003-06-22 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: When it comes to delivering product design innovations to mobile device users, Nokia is the yardstick by which all others are judged. Now the process and working methods that have enabled Nokia to revolutionize usability are fully explained for the first time in this beautiful, four-color book. Written with insight by two veterans of Nokia's design triumphs (co-author Christian Lindholm was featured in the August 2002 issue of Business 2.0 magazine)this one-of-a-kind reference vividly delivers: * The complete design process, from concept creation to product testing * The future of small interfaces * Usability engineering in practice in the mobile environment * The elements of a Nokia User Interface * First person accounts of the product development cycle Learn the processes that helped Nokia develop the world's most desirable handheld

The Concentration of Power

Author : Anders Corr, PhD
Publisher : Optimum Publishing International
ISBN 13 : 0888903235
Total Pages : 326 pages
Book Rating : 4.8/5 (889 download)

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Book Synopsis The Concentration of Power by : Anders Corr, PhD

Download or read book The Concentration of Power written by Anders Corr, PhD and published by Optimum Publishing International. This book was released on 2021-11-22 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the beginning of organized societies, power and leadership have operated in human hierarchies, which are concentrating power in an accelerating manner, according to the comprehensive analysis of Dr. Anders Corr in his book The Concentration of Power: Institutionalization, Hierarchy & Hegemony. “This sweeping study belongs next to Niall Ferguson and Jared Diamond in our understanding of how the world works and how it can work better.” — James Kraska, Harvard Law School “A must-read for legislators, military strategists, leading academics, regulators, and anyone interested in the existential threat that the concentration of economic, political, and informational power in an illiberal country like China creates for the leading democracies of the world.” - Kyle Bass, Billionaire investor “…erudite and realistic appraisal of 21st century power politics.” — Alex Gray, former Chief of Staff, White House National Security Council From The Book: “China’s influence in US politics has coincided with the industrialization of China, at the expense of a deindustrializing US. Global corporations, to which US politicians answer, fled high wages and environmental regulations in the US for low wages and lax environmental standards in China. Now, the US is paying the price and might not recover sufficiently to defend itself against China’s growing military. The strategic ambitions of one nation can and have upset the United Nations and the balance between powers. Now the Western world must understand the imminent threats from the hegemonic ambitions of China.” Hierarchy is the “institutionalization of power,” according to Dr. Corr’s The Concentration of Power, an institutionalization that is concentrating and accelerating over historical time, from prehistory to the present. Corr develops twelve historical theories and applies them to the greatest conflicts of the past and present, including during the age of empires, the present competition between superpowers such as the United States and China, as well as conflicts between the nation-state and emerging supranational powers such as the European Union and United Nations. Corr’s theories apply to domestic politics as well, as illustrated by the evolution of conflicts between communism, fascism, and liberal democracy. Corr argues that the concentration of power acts as a ratchet. It concentrates when conditions are ripe, and force is applied. Due to mechanisms like subsidies, transfers, and corruption, however, power does not easily return to an unconcentrated state when conditions are not ripe. This dynamic dynamic of the ratchet drives international and domestic concentration of power, with no apparent end other than a global illiberal hegemon at some point in the future. In sum, The Concentration of Power is a short history of the world, from the beginning to what the evidence indicates should be its logical conclusion. From politics to unions, associations, corporations, and the military, Dr. Corr analyzes them and provides readers with a sense of what the world could face if we allow hierarchy to continue its historical development toward global and illiberal hegemony. Be it in China, the United States, or the European Union, all are vying for global influence and the utilization of the structure of the United Nations to promote either the principles of human rights and democracy, or in the case of Beijing, the exact opposite. This clash between democracy and autocracy on a global level could turn into a final war of world proportions. No greater stakes have ever existed in world history.

Design, User Experience, and Usability: User Experience Design Practice

Author : Aaron Marcus
Publisher : Springer
ISBN 13 : 3319076388
Total Pages : 488 pages
Book Rating : 4.3/5 (19 download)

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Book Synopsis Design, User Experience, and Usability: User Experience Design Practice by : Aaron Marcus

Download or read book Design, User Experience, and Usability: User Experience Design Practice written by Aaron Marcus and published by Springer. This book was released on 2014-06-11 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: The four-volume set LNCS 8517, 8518, 8519 and 8520 constitutes the proceedings of the Third International Conference on Design, User Experience, and Usability, DUXU 2014, held as part of the 16th International Conference on Human-Computer Interaction, HCII 2014, held in Heraklion, Crete, Greece in June 2014, jointly with 13 other thematically similar conferences. The total of 1476 papers and 220 posters presented at the HCII 2014 conferences were carefully reviewed and selected from 4766 submissions. These papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers accepted for presentation thoroughly cover the entire field of Human-Computer Interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. The total of 256 contributions included in the DUXU proceedings were carefully reviewed and selected for inclusion in this four-volume set. The 45 papers included in this volume are organized in topical sections on DUXU in the enterprise, design for diverse target users, emotional and persuasion design, user experience case studies.

Handbook Bibliometrics

Author : Rafael Ball
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110646617
Total Pages : 541 pages
Book Rating : 4.1/5 (16 download)

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Book Synopsis Handbook Bibliometrics by : Rafael Ball

Download or read book Handbook Bibliometrics written by Rafael Ball and published by Walter de Gruyter GmbH & Co KG. This book was released on 2020-12-07 with total page 541 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bibliometrics and altmetrics are increasingly becoming the focus of interest in the context of research evaluation. The Handbook Bibliometrics provides a comprehensive introduction to quantifying scientific output in addition to a historical derivation, individual indicators, institutions, application perspectives and data bases. Furthermore, application scenarios, training and qualification on bibliometrics and their implications are considered.

Qualitative Research from Start to Finish, First Edition

Author : Robert K. Yin
Publisher : Guilford Press
ISBN 13 : 1606239783
Total Pages : 369 pages
Book Rating : 4.6/5 (62 download)

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Book Synopsis Qualitative Research from Start to Finish, First Edition by : Robert K. Yin

Download or read book Qualitative Research from Start to Finish, First Edition written by Robert K. Yin and published by Guilford Press. This book was released on 2011-09-26 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: This lively, practical text presents a fresh and comprehensive approach to doing qualitative research. The book offers a unique balance of theory and clear-cut choices for customizing every phase of a qualitative study. A scholarly mix of classic and contemporary studies from multiple disciplines provides compelling, field-based examples of the full range of qualitative approaches. Readers learn about adaptive ways of designing studies, collecting data, analyzing data, and reporting findings. Key aspects of the researcher's craft are addressed, such as fieldwork options, the five phases of data analysis (with and without using computer-based software), and how to incorporate the researcher's “declarative” and “reflective” selves into a final report. Ideal for graduate-level courses, the text includes:* Discussions of ethnography, grounded theory, phenomenology, feminist research, and other approaches.* Instructions for creating a study bank to get a new study started.* End-of-chapter exercises and a semester-long, field-based project.* Quick study boxes, research vignettes, sample studies, and a glossary.* Previews for sections within chapters, and chapter recaps.* Discussion of the place of qualitative research among other social science methods, including mixed methods research.

The Patient

Author : Jasper DeWitt
Publisher : Houghton Mifflin
ISBN 13 : 0358181763
Total Pages : 223 pages
Book Rating : 4.3/5 (581 download)

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Book Synopsis The Patient by : Jasper DeWitt

Download or read book The Patient written by Jasper DeWitt and published by Houghton Mifflin. This book was released on 2020 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Silent Patient by way of Stephen King: Parker, a young, overconfident psychiatrist new to his job at a mental asylum, miscalculates catastrophically when he undertakes curing a mysterious and profoundly dangerous patient. In a series of online posts, Parker H., a young psychiatrist, chronicles the harrowing account of his time working at a dreary mental hospital in New England. Through this internet message board, Parker hopes to communicate with the world his effort to cure one bewildering patient. We learn, as Parker did on his first day at the hospital, of the facility's most difficult, profoundly dangerous case--a forty-year-old man who was originally admitted to the hospital at age six. This patient has no known diagnosis. His symptoms seem to evolve over time. Every person who has attempted to treat him has been driven to madness or suicide. Desperate and fearful, the hospital's directors keep him strictly confined and allow minimal contact with staff for their own safety, convinced that releasing him would unleash catastrophe on the outside world. Parker, brilliant and overconfident, takes it upon himself to discover what ails this mystery patient and finally cure him. But from his first encounter with the mystery patient, things spiral out of control, and, facing a possibility beyond his wildest imaginings, Parker is forced to question everything he thought he knew. Fans of Sarah Pinborough's Behind Her Eyes and Paul Tremblay's The Cabin at the End of the World will be riveted by Jasper DeWitt's astonishing debut.

Design, User Experience, and Usability. Practice and Case Studies

Author : Aaron Marcus
Publisher : Springer
ISBN 13 : 3030235351
Total Pages : 659 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Design, User Experience, and Usability. Practice and Case Studies by : Aaron Marcus

Download or read book Design, User Experience, and Usability. Practice and Case Studies written by Aaron Marcus and published by Springer. This book was released on 2019-07-10 with total page 659 pages. Available in PDF, EPUB and Kindle. Book excerpt: The four-volume set LNCS 11583, 11584, 11585, and 11586 constitutes the proceedings of the 8th International Conference on Design, User Experience, and Usability, DUXU 2019, held as part of the 21st International Conference, HCI International 2019, which took place in Orlando, FL, USA, in July 2019. The total of 1274 papers and 209 posters included in the 35 HCII 2019 proceedings volumes was carefully reviewed and selected from 5029 submissions. DUXU 2019 includes a total of 167 regular papers, organized in the following topical sections: design philosophy; design theories, methods, and tools; user requirements, preferences emotions and personality; visual DUXU; DUXU for novel interaction techniques and devices; DUXU and robots; DUXU for AI and AI for DUXU; dialogue, narrative, storytelling; DUXU for automated driving, transport, sustainability and smart cities; DUXU for cultural heritage; DUXU for well-being; DUXU for learning; user experience evaluation methods and tools; DUXU practice; DUXU case studies.

A Certain Idea of Europe

Author : Craig Parsons
Publisher : Cornell University Press
ISBN 13 : 1501732080
Total Pages : 264 pages
Book Rating : 4.5/5 (17 download)

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Book Synopsis A Certain Idea of Europe by : Craig Parsons

Download or read book A Certain Idea of Europe written by Craig Parsons and published by Cornell University Press. This book was released on 2018-07-05 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The quasi-federal European Union stands out as the major exception in the thinly institutionalized world of international politics. Something has led Europeans—and only Europeans—beyond the nation-state to a fundamentally new political architecture. Craig Parsons argues in A Certain Idea of Europe that this "something" was a particular set of ideas generated in Western Europe after the Second World War. In Parsons's view, today's European Union reflects the ideological (and perhaps visionary) project of an elite minority. His book traces the progressive victory of this project in France, where the battle over European institutions erupted most divisively. Drawing on archival research and extensive interviews with French policymakers, the author carefully traces a fifty-year conflict between radically different European plans. Only through aggressive leadership did the advocates of a supranational "community" Europe succeed at building the EU and binding their opponents within it. Parsons puts the causal impact of ideas, and their binding effects through institutions, at the center of his book. In so doing he presents a strong logic of "social construction"—a sharp departure from other accounts of EU history that downplay the role of ideas and ideology.