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Subcultures Subcultures Presentation Transcript

  • Subcultures Group 2 Dhivyah Sharvini Constance Jazlie
  •    A subculture is a group of people within a culture that differentiates themselves from the larger culture to which they belong. The term subculture has become deprecated among some researchers, who prefer the term co-culture, in order to avoid the connotations of inferiority associated with the "sub-" prefix. While exact definitions vary, the Oxford English Dictionary defines the term as "a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture." What is a Subculture?
  • Symbolism attached to clothing, music and other visible affectations by members of subcultures, and also the ways in which these same symbols are interpreted by members of the dominant culture.  According to Dick Hebdige, members of a subculture often signal their membership through a distinctive and symbolic use of style, which includes fashions, mannerisms and slang.  Identifying sub-culture
  • Examples of sub-cultures   Hipster - 1940s -lifestyle of the jazz musician, including some or all of the following: dress, slang, use of cannabis and other drugs, relaxed attitude, sarcastic humour. Fandom- Fans typically are interested in even minor details of the object(s) of their fandom and spend a significant portion of their time and energy involved with their interest.
  • Relationship Between Culture and Subculture
  • Categories Nationality Examples French, Puerto Rican, Korean Religion Catholic, Hindu, Jew Geographic region South, Midwest, East Race African-American, Caucasian, Asian-American Age Teens, Xers, Boomers Gender Male, Female Occupation Engineer, Cook, Plumber Social class Lower, Middle, Upper Occ uat i n p o Major Subculture Categories
  •  Major racial subcultures in U.S. are Caucasian, African-American, and AsianAmericans Race
  •  34 million (2001) ◦ Moving from inner cities to suburbs ◦ Moving from Northern cities to the South  Strong middle class African-American Subculture
  •       Value-conscious Prefer popular or leading brands Unlikely to purchase private-label and generic products Brand loyal Use fewer coupons than Caucasians Read more advertising Characteristics of AfricanAmerican Market
  • Broad appeal ads for products that broadly appeal to all ethnic groups, including African-Americans  Specialized appeals for products specifically developed for AfricanAmericans  Preferred mediums are radio, AfricanAmerican magazines, African-American cable stations  Marketing to African-Americans
  •  10.9 million (2001) ◦ Represent more than 29 different countries ◦ Middle East to Taiwan Tendency to live near entry ports; overwhelmingly urban  Median household income $40,600 (1995)  ◦ Wealthiest subgroup: Asian Indian Asian-American Subculture
  • Asian American Market         Very family oriented Very industrious Strive for excellence in education Strive to achieve higher class Typically employed in professional, managerial, or technical occupations Consumption decisions tend to be maleoriented Likely to patronize Asian shops Brand loyal
  •      Use Asian American models Use native languages Niche marketing Family-based messages Base message appeals on desire to achieve Marketing to Asian Americans