Subcultures

1. Subcultures Group 2 Dhivyah Sharvini Constance Jazlie

2. What is a Subculture? 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."

3. Identifying sub-culture 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.

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.

5. Relationship Between Culture and Subculture

6. Major Subculture Categories

7. Race Major racial subcultures in U.S. are Caucasian, African-American, and Asian-Americans

8. African-American Subculture 34 million (2001) Moving from inner cities to suburbs Moving from Northern cities to the South Strong middle class

9. Characteristics of African-American Market 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

10. Marketing to African-Americans Broad appeal ads for products that broadly appeal to all ethnic groups, including African-Americans Specialized appeals for products specifically developed for African-Americans Preferred mediums are radio, African-American magazines, African-American cable stations

11. Asian-American Subculture 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

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 male-oriented Likely to patronize Asian shops Brand loyal

13. Marketing to Asian Americans Use Asian American models Use native languages Niche marketing Family-based messages Base message appeals on desire to achieve