Swardle and the three keys to enculturation

In Elizabeth Wardle’s Identity, Authority, and Learning to Write in New Workplaces, she lists three methods used by new members of a community so as to integrate themselves into it. The three methods are Engagement, Imagination, and Alignment.

Engagement occurs with the discovery of a “common enterprise”, as Wardle calls it. This is shared between a newcomer and old-timer(s), and is essentially both new and old working towards the same common goal. In Wardle’s account of Alan the tech guy, the engagement would most likely be the interaction between Alan and the faculty/students he works with in providing technical stability and support. The faculty/students need help from Alan so they can go about their duties, and Alan provides the support so they can do just that. In the Design world, this relationship very much so exists between client and designer. The client wants an advertisement flyer as well as designed a certain way, and a designer uses his/her knowledge and technique to produce an advert that is appealing as well as appealing to the client.

Imaginination has to do with just that: the imagination of the newcomer regarding how they think of themselves and their work within the community. This can be either positive or intensely negative as well as crippling to ones enculturation. , Alan imagined himself to be in a position of great power and authority; even going so far as to say he was a “God around here”. His beliefs were misplaced, as Alan had little power and respect in his workplace. In the design world, you could think very highly of yourself and your work, but in reality your work may not be that good or may indicate a lack of technique and/or skill that you are completely oblivious to because of how you imagine yourself.

Alignment seems to ultimately be the point where you decide whether you really like the community there and its conventions and expectations. In Wardle’s example, Alan refuses to alter his behavior and business etiquette to the preference of the University where he works; thus clearly choosing to not align with the community. In my research of the design group AIGA, I would probably define alignment as whether or not you “conform” to the loose styles and guides of the design group you are working with. This could include insisting on using elements and design techniques that are considered cliché or “trashy” to the point where you are resisting the group heavily.