The Changing American The Changing American Society: SubculturesSociety: Subcultures

Chapter 5Chapter 5

SubculturesSubcultures

What are they?What are they? Can they really be used?Can they really be used?

Be careful!!Be careful!! TypesTypes

EthnicEthnic ReligiousReligious RegionalRegional

Ethnic SubculturesEthnic Subcultures

Growing ImportanceGrowing Importance Why are they growing?Why are they growing?

TypesTypes African-AmericanAfrican-American HispanicHispanic Asian-AmericanAsian-American Native AmericanNative American Asian-Indian AmericanAsian-Indian American Arab AmericanArab American

African-American SubcultureAfrican-American Subculture

13% of population13% of population CharacteristicsCharacteristics Consumer Groups (Sub-subcultures)Consumer Groups (Sub-subcultures)

ContentedContented Upwardly mobileUpwardly mobile Live for the momentLive for the moment Living day-to-dayLiving day-to-day

African-American SubcultureAfrican-American Subculture

Media UsageMedia Usage Marketing to African-AmericansMarketing to African-Americans

ProductsProducts PromotionsPromotions RetailingRetailing

Hispanic SubcultureHispanic Subculture

DefinitionDefinition LanguageLanguage

87% are bilingual87% are bilingual DialectsDialects

Religious PreferenceReligious Preference Identification with Traditional CultureIdentification with Traditional Culture

StrongStrong Moderate Moderate WeakWeak

Hispanic SubcultureHispanic Subculture

Marketing to HispanicsMarketing to Hispanics Brand loyaltyBrand loyalty CommunicationCommunication ProductsProducts RetailingRetailing

Asian-American SubcultureAsian-American Subculture

DefinitionDefinition Highest Average Annual IncomeHighest Average Annual Income CharacteristicsCharacteristics Consumer Groups (Sub-subcultures)Consumer Groups (Sub-subcultures)

TraditionalistTraditionalist EstablishedEstablished Live for the MomentLive for the Moment

Asian-American SubcultureAsian-American Subculture

Marketing to Asian-AmericansMarketing to Asian-Americans DifficultiesDifficulties

Other SubculturesOther Subcultures

Native AmericansNative Americans $35 billion spending power$35 billion spending power Less tolerant of stereotypesLess tolerant of stereotypes DifficultiesDifficulties

Asian-Indian AmericansAsian-Indian Americans 1.7 million 1.7 million CharacteristicsCharacteristics

Arab AmericansArab Americans CharacteristicsCharacteristics

Religious SubculturesReligious Subcultures

““Secular society”Secular society” 90% are religious90% are religious 70% want increase the presence of religion in 70% want increase the presence of religion in

societysociety GroupsGroups

ChristianChristian JewishJewish MuslimMuslim BuddhistBuddhist

Christian SubculturesChristian Subcultures

Roman CatholicRoman Catholic Highly structuredHighly structured ConservativeConservative

ProtestantProtestant Individual responsibilityIndividual responsibility Middle of the roadMiddle of the road

Born-Again ChristianBorn-Again Christian Make a differenceMake a difference Traditional, social changeTraditional, social change

Non-Christian SubculturesNon-Christian Subcultures

Jewish SubcultureJewish Subculture

Muslim SubcultureMuslim Subculture

Buddhist SubcultureBuddhist Subculture

Regional SubculturesRegional Subcultures

Why is it necessary?Why is it necessary? Cleveland v. Rio GrandeCleveland v. Rio Grande Charleston v. Rio GrandeCharleston v. Rio Grande