1. The Changing American Society: Subcultures Chapter 5

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

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

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

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

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

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

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

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

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

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

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

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

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