Yet another great observation of tool use from Mr. Jan Chipchase and a photo to go with it!

The way I see this one has to do with the norm of putting on a seatbelt mediating between the subject (the driver) and the community (his passengers, other drivers, onlookers, passers-by, traffic policemen, etc). The driver chooses to be seen to conform to the norm, even though for whatever reason (seatbelt might not be working or he might consider wearing it too inconvenient) he actually is not. Apart from the legal liability of being seen as not wearing a seatbelt, the choice to be seen as to comply to the social norm might be motivated by a keep the cohesion of the community and not to be perceived as a truant driver.

I love this photo by Mr. Jan Chipchase’s from the streets of Xi’an!

I would interpret the newspaper picture of a doctor, laid out as a virtual shop floor for the improvised pharmacy as a “sign”. It is an artefact whose message visitors to the shop are expected to internalise upon seeing. I would speculate that the the newspaper photo aims to signal competence and professionalism. Thereby, upon seeing it customers are expected to feel reassured. Weather or not the trust-building process actually works would depend on the cultural-historical background of the customers. Yet again, thanks for a great example!