SubculturesGroup 2DhivyahSharvini

Constance Jazlie

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."

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.

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

Major Subculture Categories

Categories ExamplesNationality French, Puerto Rican,

KoreanReligion Catholic, Hindu, JewGeographic region South, Midwest, EastRace African-American,

Caucasian, Asian-AmericanAge Teens, Xers, BoomersGender Male, FemaleOccupation Engineer, Cook, PlumberSocial class Lower, Middle, Upper

Oc c u pat i on

Race

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

African-American Subculture

34 million (2001)◦Moving from inner cities to suburbs◦Moving from Northern cities to the South

Strong middle class

Characteristics of African-American Market

Value-consciousPrefer popular or leading brandsUnlikely to purchase private-label and

generic productsBrand loyalUse fewer coupons than CaucasiansRead more advertising

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

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

Asian American MarketVery family orientedVery industriousStrive for excellence in educationStrive to achieve higher classTypically employed in professional,

managerial, or technical occupationsConsumption decisions tend to be male-

orientedLikely to patronize Asian shopsBrand loyal

Marketing to Asian Americans

Use Asian American modelsUse native languagesNiche marketingFamily-based messagesBase message appeals on desire to

achieve