It is a perspective developed by Clifford Geertz as a response to the objective approach (such as cultural materialism) prevalent since the 1960’s. It advocate a new perspective of culture ( culture as text ) and a new methodology of writing about culture (thick description ). Geertz saw the task of IA as being fundamentally about getting some idea of how people conceptualize, understand their world, what they are doing, how they are going about doing it, to get an idea of their world.