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1. Subculture
Marketing Communication Mix Pickton and Broderick (2001) cite Kotler et al. in defining IMC as "the concept under which a company carefully
integrates and co–ordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its
products" (p.16) Consumers all over the world became more demanding and accurate in their choice. It has sharpened the competition between the
companies, making the latter fight severely for their existing and potential customers. Therefore, it is absolutely necessary to identify significant
problems that might be an obstacle in communicating with young people from Europe to be able to work out successful marketing campaigns. The
growing importance of...show more content...
Therefore, they have a different impact on the consumer. This is why it is so important to evaluate the possible outcome from using specific types of
communication programs. Several alternatives should always be thought over. According to many researches and articles (mentioned in the reference
list) young people become very sensitive, meaning that they deeply feel any failure and are very much afraid to make a mistake. Moreover, they
become more individualistic and aspire to be distinguished among others, to show bright personality rather than conform to set standards. Such
interesting conclusions make marketers think thoroughly how to offer certain information to youngsters, appealing to their deepest senses. For
example, considering the desire to be not like others, to be peculiar, it is reasonable to emphasize, "free choice, flexibility, and individual approach" in
the commercials or advertising slogans of clothes stores. As for failure concerns of young people, it is the best to address to them an issue of
fearlessness to be themselves, to react to any situations the way they want to, regardless any judgments. Those are just the examples of possible
solutions inculcated in marketing communication programs aimed for young people across Europe.
However, the problem is very deep to bid solely on the internal values that are changing. The reasons stated below are analyzed from various articles
on young people 's attitudes and the relevant case
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2. The Chicano Subculture Essay
"I'm not Mexican. I am not American. I am not American in USA and Mexican in Mexico. I am Chicano everywhere. I do not have to assimilate
anything. I have my own history", stated the writer and novelist Carlos Fuentes. The Chicano subculture is the mixture of the Mexican and the
American cultures. This subculture has its own history and unique characterizations that make it stand out. According to the Merriam Webster
dictonary the word subculture is defined as "a group that has beliefs and behaviors that are different from the main groups within a culture or society".
The Chicano subculture has a history, language, leaders, art, literature, and even their music, and it's the perfect example for this definition of the word
subculture....show more content...
2). Cesar fought and became known for founding the National Farm Workers Association. He promoted the American labor movement whose purpose
was to protest against the unfair farm labor treatment workers were receiving. Chavez accomplished something that seemed almost impossible for
thousands who worked in the lands without using violence as a tool but rather unity (Koo–Byoung par. 7). As for the way of life for Chicanos, they
have created their own standards, customs, music, and even language. As for their standards and customs, they are a mix of American culture and the
Mexican culture. An example of this fusion can be the famous game "London Bridge" which is also played by Chicanos called "VГbora de la Mar"
but in a completely different language and name. Chicano musicians like Lalo Guerrero composed music that attracted all ages and likes. He wrote
songs like "Pancho Claus", "There's No Tortillas", "Tacos for Two" and "Ardillitas" songs that talked about the Chicano culture and incorporated the
Chicano language, Spanglish. Spanglish is basically attempts to add the Spanish language to an English word or vice–versa. Words like "Troka" which
means truck, "Parkear" which means park, "Mopear" which means mop, "Puchale" which means push or press. As we can see, the Chicano subculture
has their own style and can't be either Mexican or American. In conclusion, the Chicano subculture has a profound history and is distinct in itself from
the other
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3. Subculture Essay
Subculture
There is something about the ideology of a subculture that sparks an interest in me. Maybe it is intriguing due to its members' originality, courage to
stand up for beliefs, or freely expressing their own self– identity. A subculture forms by individuals taking a risk, separating themselves from the
mainstream, and forming their own distinctive norms, not caring what the "normal" members of the mainstream society think of them. Or do they
care? Maybe that is the exact statement a subculture is making. Maybe these individuals are forming these groups so that people will care. Maybe their
rebellious attitude is a final, somewhat desperate approach to getting that response. The images being portrayed in most subcultures are...show more
content...
Most of the original rebellion was directed towards the British class structure. They wanted to express their disapproval of the structure that governed
their country. In The Jam's "Eton Rifles", the band sarcastically attacks the upper class, calling them arrogant and preaching to them that rugby is the
only thing making them strong (Punk 68). The Sex Pistols' album "God Save The Queen" portrays the Queen of England with a safety pin through her
nose on their cover. The reaction to this outburst of shocking rebellion from the mainstream society was a strong, displeased one. American writer Greil
Marcus defined punk as, "...refusing the future society has planned for you." Thousands of social misfits attempted just that. Through the many causes
for this rebellious political expression: communism, anarchy, feminism, etc., the punks of England had a focus and a reason. It was this that made the
"punk" a valid, yet undesired member of society, and the British public got to see this sociological change first hand (Chamberlain par.8). Although this
movement was short lived, its impact was a phenomenon, and its effects were long– lasting, which distinguished this group from previous generations.
"Anyone observing a groups of punks moving through Leicester Square on a Friday night would steer well clear: these guys looked seriously strange,"
Chamberlain stated. Punks had an external image that was deliberate. They were shocking. They were
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4. Subcultures Of Culture
There exist different subsets of culture such as popular culture, subculture, high culture and counterculture. They can also be called subcultures. A
subculture can be defined as "unique culture shared by a smaller group of people who are also a part of a larger culture" ( Erin Long–Crowell, n.d ). It
is known to have very peculiar norms and customs that are different from the rest of the whole culture.
Popular culture or pop culture is the entirety of attitudes, ideas, images, perspectives, and other phenomena within the mainstream of a given
culture.(Wikipedia 2017), One of its peculiarity is that it is easily accepted by majority and spreads very fast through the mass media like television..It
can be visibly see as people engage in interactions in their daily activities and through their dressing styles, popular slangs, eating habits, etc. (Tim
Delaney 2007)
There are several examples of popular cultures in Cameroon. They include,
1.Social media advocacy: There has been a sudden growth in the use os scial media in Cameroon to advocate for change in public policy and protest
against poor governance, corruption and marginalization. This is a popular culture is used to demonstrate at small public levels, the larger picture of
mass protests and opposition to dictatorship, torture and inhuman treatment of citizens by the various governments. The use of sociala media in such
circumstance have large scale effects akin to large culture. social media in Cameroon has " become an important communications instrument, which
unfortunately is used by people with evil intentions to propagate false information to threaten the public and create panic"(David K. Rehr, 2017)
2.DVD dressing: DVD is a Cameroonian francophone acronym for 'Dors et Ventre Dehors' which is literally translated as 'Back and tommy outside'.
It can be likened to hippie dressing but unlike hippie that is part of a counterculture, the DVD is a popular culture in Cameroon amongst young girls
and some adults who desire to look 'sexy'.
3.'Turn–back–feeding': This is a very popular Cameroonian feeding style characterized by very unconventional but organized feeding by the road sides
using benches that have been arranged so that occupants do not face
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