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The Changing American Society: Subcultures

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The Changing American Society: Subcultures Chapter 5 Subcultures What are they? Can they really be used? Be careful!! Types Ethnic Religious Regional Ethnic ... – PowerPoint PPT presentation

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Title: 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
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