Transcript The Changing American Society: Subcultures

The Changing American
Society: Subcultures
Chapter 5
Subcultures
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What are they?
Can they really be used?
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Be careful!!
Types
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Ethnic
Religious
Regional
Ethnic Subcultures
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Growing Importance
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Why are they growing?
Types
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African-American
Hispanic
Asian-American
Native American
Asian-Indian American
Arab American
African-American Subculture
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13% of population
Characteristics
Consumer Groups (Sub-subcultures)
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Contented
Upwardly mobile
Live for the moment
Living day-to-day
African-American Subculture
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Media Usage
Marketing to African-Americans
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Products
Promotions
Retailing
Hispanic Subculture
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Definition
Language
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87% are bilingual
Dialects
Religious Preference
Identification with Traditional Culture
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Strong
Moderate
Weak
Hispanic Subculture
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Marketing to Hispanics
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Brand loyalty
Communication
Products
Retailing
Asian-American Subculture
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Definition
Highest Average Annual Income
Characteristics
Consumer Groups (Sub-subcultures)
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Traditionalist
Established
Live for the Moment
Asian-American Subculture
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Marketing to Asian-Americans
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Difficulties
Other Subcultures
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Native Americans
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Asian-Indian Americans
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$35 billion spending power
Less tolerant of stereotypes
Difficulties
1.7 million
Characteristics
Arab Americans
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Characteristics
Religious Subcultures
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“Secular society”
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90% are religious
70% want increase the presence of religion in
society
Groups
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Christian
Jewish
Muslim
Buddhist
Christian Subcultures
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Roman Catholic
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Protestant
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Highly structured
Conservative
Individual responsibility
Middle of the road
Born-Again Christian
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Make a difference
Traditional, social change
Non-Christian Subcultures
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Jewish Subculture
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Muslim Subculture
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Buddhist Subculture
Regional Subcultures
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Why is it necessary?
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Cleveland v. Rio Grande
Charleston v. Rio Grande