The Changing American Society: Subcultures

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