A subculture is a group that differentiates itself from the larger culture and has beliefs or interests that vary from the dominant culture. Subcultures are often identified through symbolic uses of style including fashion, mannerisms, and slang. Examples of subcultures include hipsters from the 1940s and fans devoted to minor details of their interest. Race, religion, geography, age, gender, occupation and social class are common categories used to define subcultures. Within the US, major racial subcultures are Caucasian, African American and Asian American groups.
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Culture is way of life that includes Laws, believes, Norms, habits, Knowledge that human adopted or collected from their forefather to live in society. Every community have different culture their Laws their Traditions are also differ.
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Culture is way of life that includes Laws, believes, Norms, habits, Knowledge that human adopted or collected from their forefather to live in society. Every community have different culture their Laws their Traditions are also differ.
Culture defined in one slide, how does it created and how does it change overtime. As we know, culture is part of our daily life, there is no society without culture. It is intergrated. Thus in this slide will provide a basic understanding about culture. Anthropology and Sociology Department of University Malaya.
DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShie...Gregory DeShields
Multicultural marketing, also known as ethnic marketing or diversity marketing, is a strategic approach to marketing that targets diverse consumer groups based on their cultural backgrounds, beliefs, values, and preferences. The aim of multicultural marketing is to engage and resonate with specific demographic segments, including racial and ethnic minorities, immigrant communities, and other diverse populations.
Key elements of multicultural marketing include:
Cultural Understanding: Multicultural marketers conduct in-depth research to understand the cultural nuances, traditions, languages, and consumption habits of different demographic groups. This understanding helps tailor marketing strategies and messages to effectively resonate with target audiences.
Representation and Inclusion: Multicultural marketing emphasizes representation and inclusion in advertising, branding, and product development. By featuring diverse faces, voices, and stories in marketing campaigns, brands demonstrate their commitment to diversity and connect with consumers on a deeper level.
Language and Localization: Multicultural marketing often involves translating marketing materials and messages into different languages to reach non-English-speaking or bilingual consumers. Additionally, brands may customize their products, services, and promotional efforts to align with cultural preferences and local customs.
Community Engagement: Multicultural marketing goes beyond traditional advertising and seeks to engage diverse communities through grassroots initiatives, cultural events, sponsorships, and partnerships. By actively participating in community activities and supporting relevant causes, brands build trust and loyalty among multicultural consumers.
Cross-Cultural Sensitivity: Multicultural marketing requires sensitivity and respect for diverse cultures and identities. Brands must avoid stereotypes, cultural appropriation, and insensitive messaging that could alienate or offend target audiences.
Data-Driven Insights: Multicultural marketers leverage data analytics and consumer insights to track trends, monitor market dynamics, and measure the effectiveness of marketing campaigns targeting diverse audiences. Data-driven approaches help optimize strategies and maximize return on investment.
Culture defined in one slide, how does it created and how does it change overtime. As we know, culture is part of our daily life, there is no society without culture. It is intergrated. Thus in this slide will provide a basic understanding about culture. Anthropology and Sociology Department of University Malaya.
DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShie...Gregory DeShields
Multicultural marketing, also known as ethnic marketing or diversity marketing, is a strategic approach to marketing that targets diverse consumer groups based on their cultural backgrounds, beliefs, values, and preferences. The aim of multicultural marketing is to engage and resonate with specific demographic segments, including racial and ethnic minorities, immigrant communities, and other diverse populations.
Key elements of multicultural marketing include:
Cultural Understanding: Multicultural marketers conduct in-depth research to understand the cultural nuances, traditions, languages, and consumption habits of different demographic groups. This understanding helps tailor marketing strategies and messages to effectively resonate with target audiences.
Representation and Inclusion: Multicultural marketing emphasizes representation and inclusion in advertising, branding, and product development. By featuring diverse faces, voices, and stories in marketing campaigns, brands demonstrate their commitment to diversity and connect with consumers on a deeper level.
Language and Localization: Multicultural marketing often involves translating marketing materials and messages into different languages to reach non-English-speaking or bilingual consumers. Additionally, brands may customize their products, services, and promotional efforts to align with cultural preferences and local customs.
Community Engagement: Multicultural marketing goes beyond traditional advertising and seeks to engage diverse communities through grassroots initiatives, cultural events, sponsorships, and partnerships. By actively participating in community activities and supporting relevant causes, brands build trust and loyalty among multicultural consumers.
Cross-Cultural Sensitivity: Multicultural marketing requires sensitivity and respect for diverse cultures and identities. Brands must avoid stereotypes, cultural appropriation, and insensitive messaging that could alienate or offend target audiences.
Data-Driven Insights: Multicultural marketers leverage data analytics and consumer insights to track trends, monitor market dynamics, and measure the effectiveness of marketing campaigns targeting diverse audiences. Data-driven approaches help optimize strategies and maximize return on investment.
2.
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?
3. 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
4. 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.
6. Categories
Nationality
Examples
French, Puerto Rican,
Korean
Religion
Catholic, Hindu, Jew
Geographic region South, Midwest, East
Race
African-A merican,
Caucasian, Asian-American
Age
Teens, Xers, Boomers
Gender
Male, Female
Occupation
Engineer, Cook, Plumber
Social class
Lower, Middle, Upper
O cc u p i o
at n
Major Subculture Categories
8.
34 million (2001)
◦ Moving from inner cities to suburbs
◦ Moving from Northern cities to the South
Strong middle class
African-American Subculture
9.
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
10. 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
11.
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
12. 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
13.
Use Asian American models
Use native languages
Niche marketing
Family-based messages
Base message appeals on desire to
achieve
Marketing to Asian Americans
