Max Matus is an anthropologist, semiotician, and sociologist based in Mexico. He is a Zapotec indigenous scholar and heads the Cultural Studies PhD program at El Colegio de la Frontera Norte (Colef) in Tijuana. He also serves as a Principal at ADM Insights and Strategy and co-founded Semiosfera Consulting in Mexico City.
Matus holds a master’s degree in Semiotics from Tartu University and a PhD focused on affections, passions, and intersemiotic translation. His research examines the translation of cultural landscapes into commoditized foodscapes, the construction of “Mexican-ness” as a cultural commodity, and the intersection of material semiotics with economic anthropology. He has more than twenty-five years of consulting experience working with public and private sectors across Mexico, the United States, and Latin America.
Max Matus joined Matt Artz on the Anthropology in Business podcast to discuss his career as a business anthropologist. The conversation covers Max’s journey from studying social anthropology to semiotics to sociology. It also touches on the state of business anthropology in Mexico, the founding of his consulting firm Semiosfera, and the work he does as a research fellow for the College of the Northern Borderland (Colef) in Tijuana.
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