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The Changing American Society: Subcultures

The Changing American Society: Subcultures

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The Changing American Society: Subcultures

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  1. The Changing American Society: Subcultures Chapter 5

  2. Subcultures • What are they? • Can they really be used? • Be careful!! • Types • Ethnic • Religious • Regional

  3. Ethnic Subcultures • Growing Importance • Why are they growing? • Types • African-American • Hispanic • Asian-American • Native American • Asian-Indian American • Arab American

  4. African-American Subculture • 13% of population • Characteristics • Consumer Groups (Sub-subcultures) • Contented • Upwardly mobile • Live for the moment • Living day-to-day

  5. African-American Subculture • Media Usage • Marketing to African-Americans • Products • Promotions • Retailing

  6. Hispanic Subculture • Definition • Language • 87% are bilingual • Dialects • Religious Preference • Identification with Traditional Culture • Strong • Moderate • Weak

  7. Hispanic Subculture • Marketing to Hispanics • Brand loyalty • Communication • Products • Retailing

  8. Asian-American Subculture • Definition • Highest Average Annual Income • Characteristics • Consumer Groups (Sub-subcultures) • Traditionalist • Established • Live for the Moment

  9. Asian-American Subculture • Marketing to Asian-Americans • Difficulties

  10. Other Subcultures • Native Americans • $35 billion spending power • Less tolerant of stereotypes • Difficulties • Asian-Indian Americans • 1.7 million • Characteristics • Arab Americans • Characteristics

  11. Religious Subcultures • “Secular society” • 90% are religious • 70% want increase the presence of religion in society • Groups • Christian • Jewish • Muslim • Buddhist

  12. Christian Subcultures • Roman Catholic • Highly structured • Conservative • Protestant • Individual responsibility • Middle of the road • Born-Again Christian • Make a difference • Traditional, social change

  13. Non-Christian Subcultures • Jewish Subculture • Muslim Subculture • Buddhist Subculture

  14. Regional Subcultures • Why is it necessary? • Cleveland v. Rio Grande • Charleston v. Rio Grande