subcultures
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SubculturesGroup 2DhivyahSharvini
Constance Jazlie
What is a Subculture?
A subculture is a group of people within a culture that differentiates themselves from the larger culture to which they belong.
The term subculture has become deprecated among some researchers, who prefer the term co-culture, in order to avoid the connotations of inferiority associated with the "sub-" prefix.
While exact definitions vary, the Oxford English Dictionary defines the term as "a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture."
Identifying sub-culture
Symbolism attached to clothing, music and other visible affectations by members of subcultures, and also the ways in which these same symbols are interpreted by members of the dominant culture.
According to Dick Hebdige, members of a subculture often signal their membership through a distinctive and symbolic use of style, which includes fashions, mannerisms and slang.
Examples of sub-cultures
Hipster - 1940s -lifestyle of the jazz musician, including some or all of the following: dress, slang, use of cannabis and other drugs, relaxed attitude, sarcastic humour.
Fandom- Fans typically are interested in even minor details of the object(s) of their fandom and spend a significant portion of their time and energy involved with their interest.
Relationship Between Culture and Subculture
Major Subculture Categories
Categories ExamplesNationality French, Puerto Rican,
KoreanReligion Catholic, Hindu, JewGeographic region South, Midwest, EastRace African-American,
Caucasian, Asian-AmericanAge Teens, Xers, BoomersGender Male, FemaleOccupation Engineer, Cook, PlumberSocial class Lower, Middle, Upper
Oc c u pat i on
Race
Major racial subcultures in U.S. are Caucasian, African-American, and Asian-Americans
African-American Subculture
34 million (2001)◦Moving from inner cities to suburbs◦Moving from Northern cities to the South
Strong middle class
Characteristics of African-American Market
Value-consciousPrefer popular or leading brandsUnlikely to purchase private-label and
generic productsBrand loyalUse fewer coupons than CaucasiansRead more advertising
Marketing to African-Americans
Broad appeal ads for products that broadly appeal to all ethnic groups, including African-Americans
Specialized appeals for products specifically developed for African-Americans
Preferred mediums are radio, African-American magazines, African-American cable stations
Asian-American Subculture
10.9 million (2001)◦Represent more than 29 different countries◦Middle East to Taiwan
Tendency to live near entry ports; overwhelmingly urban
Median household income $40,600 (1995)◦Wealthiest subgroup: Asian Indian
Asian American MarketVery family orientedVery industriousStrive for excellence in educationStrive to achieve higher classTypically employed in professional,
managerial, or technical occupationsConsumption decisions tend to be male-
orientedLikely to patronize Asian shopsBrand loyal
Marketing to Asian Americans
Use Asian American modelsUse native languagesNiche marketingFamily-based messagesBase message appeals on desire to
achieve