irwin/mcgraw-hill chapter 5 the changing american society: subcultures
TRANSCRIPT
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Chapter 5Chapter 5The Changing American Society:The Changing American Society:
SubculturesSubcultures
Chapter 5Chapter 5The Changing American Society:The Changing American Society:
SubculturesSubcultures
Irwin/McGraw-Hill
Identification with a Subculture Identification with a Subculture Produces Unique Market BehaviorsProduces Unique Market Behaviors
Identification with a Subculture Identification with a Subculture Produces Unique Market BehaviorsProduces Unique Market Behaviors
© The McGraw-Hill Companies, Inc., 1998
5-1
Individuals
Identification with core culture
Identification with a
subculture
Core culture values and
norms
Subculture values and
norms
Mass market
behaviors
Unique market
behaviors
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SubculturesSubculturesSubculturesSubcultures
A subculture is a segment of a larger culture whose members share distinguishing patterns of behavior.
Subculture may be based on any characteristic the identifies the group as distinct from the larger national culture, such as:Nationality of origin Religion
Race Gender
Region Social Class
Age Profession
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SubculturesSubculturesSubculturesSubcultures
Race refers to the genetic heritage group a person is born in.
Ethnic identity refers to the ethnic heritage one is born in. The U.S. Bureau of the Census used to specify four race
categories: Caucasian African American American Indian or Alaskan Eskimo Asians and Pacific Islanders
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SubculturesSubculturesSubculturesSubcultures
Now they offer fifteen different categories:
White Black, African American American Indian or Alaskan
Native Asian Indian Chinese Filipino
The U.S. Census asks for ethnic identity separately, and Hispanics are included as a separate category there.
Other Asian Japanese Korean Vietnamese Native Hawaiian Guamanian or Chamorro Samoan Other Pacific Islander Some other race – Print race
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Ethnic Subcultures in AmericanEthnic Subcultures in AmericanEthnic Subcultures in AmericanEthnic Subcultures in American
In the 1980 Census, one in five persons was of nonwhite, non-European origin.
In the 1990 Census this number had gone up to one in four.
The Bureau of the Census projects that, by 2010, one in three Americans will be “minorities.”
Impact of ethnic groups on American culture: Many popular foods today are ethnic. Tortilla chips are consumed in 60% of households. Salsa outsells ketchup in the U.S. today.
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Ethnic Subcultures in the United States: Ethnic Subcultures in the United States: 1990-20101990-2010
Ethnic Subcultures in the United States: Ethnic Subcultures in the United States: 1990-20101990-2010
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5-2
0%
2%
4%
6%
8%
10%
12%
14%
African-American
Hispanic Asian/PacificIslander
NativeAmerican
1990
2000
2010
Per
cen
t o
f th
e T
ota
l P
op
ula
tio
n
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African-American SubcultureAfrican-American SubcultureAfrican-American SubcultureAfrican-American Subculture
African-Americans: tend to be younger than the general population have lower incomes than the general population
African-American segments: Contented (37%) Upwardly Mobile (24%) Living for the Moment (21%) Living Day to Day (18%)
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Hispanic SubcultureHispanic SubcultureHispanic SubcultureHispanic Subculture
Hispanic subculture is comprised of: Mexican-Americans (60%) Puerto Ricans (12%) Cubans (5%) Other Latinos (23%)
Hispanics: are heavily influenced by Roman Catholic religion tend to be more family oriented than the general
population tend to be masculine-dominant
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Asian-American SubcultureAsian-American SubcultureAsian-American SubcultureAsian-American Subculture
Asian-American subculture is comprised of consumers with a wide diversity of backgrounds.
Asian-Americans: tend to have higher incomes than general population tend to live along the West Coast or in New York
Asian-American segments: Traditionalist (49%) Established (27%) Living for the Moment (24%)
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Native-Language Use Native-Language Use by Asian-American Nationalitiesby Asian-American Nationalities
Native-Language Use Native-Language Use by Asian-American Nationalitiesby Asian-American Nationalities
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5-4
59%64% 64%
82%
46%
64%
85%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total China Taiwan Hong Kong Japan Korea Vietnam Philippines
Pe
rce
nt
us
ing
na
tiv
ela
ng
ua
ge
pri
ma
rily
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Religious SubculturesReligious SubculturesReligious SubculturesReligious Subcultures
Christian Subcultures Roman Catholics Protestants
“Born Again” ChristiansNon-Christian Subcultures
Jewish Muslim Buddhist
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Regional Consumption DifferencesRegional Consumption DifferencesRegional Consumption DifferencesRegional Consumption Differences
5-4
Northeast North Central South WestMediaCosmopolitan 96 84 106 111Outdoor Life 97 131 89 88Vibe 179 100 67 81Premiere 83 105 83 138Religious radio 54 109 143 63“Nick at Nite” 122 110 90 85
Hobbies/ActivitiesHunting (with rifle) 96 132 92 81Tennis 100 78 84 151Movie attendance 107 82 81 145Attend high school sports 82 148 93 75
100 = Average consumption or usage.
Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)
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Regional Consumption DifferencesRegional Consumption DifferencesRegional Consumption DifferencesRegional Consumption Differences
5-4 (II)
Northeast North Central South WestProduct UseImported wine 136 95 90 87Domestic wine 118 68 68 171Diet cola drinks 94 129 95 82Regular cola drinks 75 87 134 81Mouthwash 111 100 99 92Laptop/notebook 111 72 75 161
Restaurants/ShoppingFast-food restaurants 74 110 113 92Kmart 93 123 91 95The Gap 162 93 74 93Eddie Bauer 103 123 59 139Banana Republic 134 82 75 128
100 = Average level of use, purchase, or consumption
Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)
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Age-Based SubculturesAge-Based SubculturesAge-Based SubculturesAge-Based Subcultures
Age cohorts are groups of persons who have experienced a common social, political, historical, and economic environment.
American age cohorts (segments): Pre-Depression Generation Depression Generation Baby Boom Generation Baby Bust Generation or Generation X Generation Y