Study Guide Detailed for Test tomorrow
Study Guide Detailed for Test tomorrow STC 350
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This 8 page Study Guide was uploaded by Natalie Land on Tuesday October 4, 2016. The Study Guide belongs to STC 350 at University of Miami taught by Wanhsiu Tsai in Fall 2016. Since its upload, it has received 58 views. For similar materials see STC 350 International and Intercultural Advertising in Journalism and Mass Communications at University of Miami.
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Date Created: 10/04/16
Study Guide STC 350: Chapters 1,2,3,4,5 Chapter 1: Multicultural Intelligence Melting Pots, Multicultarism, New America South park episode where people invade and over populate: take jobs of people their and all are tan skinned, etc. Indication of future Us maybe Peter salins: immigration scholar, says most Americans don’t see the changes happening, who they are to become, and how do new comers fit in o As marketers we must for now understand the new America of today Melting pot or Salad bowl o 1751: in Pennsylvania, Benjamin Franklin asked why should Pennsylvania founded by English become a colony here they are alien colony o Henry James: 1850: said in Boston Common he never heard English, thybe Italian and other languages but never English o Early 20 century New York and Chicago was full of immigrants from Poland Italy and Germany In Chicago 70% of the population was immigrants o It took a while for Jews, irish, etc to make it to the mainstream st o Biggest immigrant group in the 21 century is hispanics: they come from Mexico in hopes of making money and going back, but then their kids want to stay in America o Back then the Immigrants all came from Europe and spoke different languages but in the 21 century they all come from Latin America and all speak Spanish o The difference between then and now is that now there is more tolerance for diversity in the United States Today we even hear reggueton music being played on mainstream radio Multiculturism o On one hand trying to maintain their own identity and other hand they try to assimilate o Assimilation: two way stream: immigration transformed by America and America transformed by immigration o Melting pot that is no longer today but rather a salad bowl United nation of people who share the same laws and space but retain what makes them special No blending too much o Obama: a mutt: a number of many identities in one person o The new Multicultural Market Discrete cultures in Americas that have different identities that separate them from mainstream Unique needs for brands and products Communicated with differently Browning of America: convergence of white population with Latin American immigration By 2042: white non Hispanics will drop to half of the population o Big money for multicultural will come from immigrants etc o First of the multicultural ad agencies were from African Americans in the 1960s 1970s But now a lot feel they could be advertised to mainstream o Hispanic agencies Assimilation: todays younger generation even if are Hispanic prefer speaking and hearing English Cuban immigrants started the agencies Assimilation doesn’t apply to African Americans rather integration: bringing together of two cultures Ethnic distinctions go away, if this happens then the multicultural market will become extinct o Road to visibility Minorities in ads were either ignored or represented as the sales people 1940s started showing distorted images of blacks or they were just ignored as consumers until the 1960s Hispanics were displayed as cartoonish: the lazy, the frito bandito Asian Americans: displayed as Chinese selling rat poision plus laundry products Gay and lesbian were the least visible Chapter 2: Hispanic Americans 1980: 14.6 million Hispanics in the united states 1990: 22.4 million in the US 2000: they become the largest minority in the United States instead of African Americans Today America is becoming more Hispanic; the browning of America o The Hispanics mostly come from Mexico and they are from immigrants but also from their being more births than deaths o They come mostly to south east of United States like North Carolina, Nevada and Alabama We are becoming a Latino America o Jorge Ramos is from Univision the anchor man and he says they are integrating into America but they wont fully assimilate They assimilate but in their own terms o They don’t assimilate to the Anglo Saxon English type thing but rather to the new multicultural America o They assimilate slowly Today children of Hispanics proudly express their hispanidnes o It wasn’t always this way for example a girl named Paula the author was Mexican American and when she was little she grew up embarrassed of being Mexican, like when her mom would drive up in a Chevy with loud Spanish music she hated it, it took a while for her to self accept o Many of the second and third generation Hispanics during the 1980s and 1990s were told not to speak Spanish, many were punished for speaking Spanish at school, moms were told to only speak to them English so they wouldn’t have Spanish accents Retro Acculturation: leaving your culture and then going back to it o search for culture identity or roots after having assimilated or lost them most Hispanics, and jews go through this in the last twenty years their may be very little Retro Acculturation because no culture to go back to today Hispanics don’t lose their culture their taught to embrace them but today third generation Hispanics are losing their Spanish however they aren’t becoming gringos Hispanics are learning English, raising children as Hispanic americans and becoming and engaging in the political process The new immigrants o Don’t bash on Hispanics whether they are illegal or not because this wont do good for you in the political sector nor the marketing sector but sometimes too much loving is not good either IE: Bank of America was offering credit cards to illegals without social security people found out and called BOA an oxymoron also they boycotted a lot of BOA they were mad MTV: sponsored forum and questions for Hispanics: MTVtres Culture Clash o 2006: illegal immigration issue is heated and shows that the immigrants themselves have a lot of support in America but also have a lot of bad attitudes towards the US love hate relationship o malinchismo: preference for things foreign o most Hispanics come for work, economic reasons and have a stable environment o gringos live to work, more materialistic, do things for themselves o Hispanics: work to live, do things for family, have family dinners, talk to their neighbors, most proud of their values, centrality of family, roles and respect of others especially elders, education for them is being polite well behaved and sensitive to the feelings of others The Hispanic mother is sacred and nurturing, they sacrifice for their children, they think the natural is good and artificial and preservatives is unhealthy, pay cash for everything, sacrifice for the family, they don’t believe in nursing homes, the eldest treated with full respect Hispanic Advertising Now o Peter roslow: study that showed that marketing to Hispanics should be in Spanish Real challenge today is the younger generation Its not a large outlet to reach to in English, Hispanics prefer speaking in Spanish Today Spanglish is also good Kravets says Family, spirituality, interpersonal relationships, national origin are of importance in decision making for Hispanics Today advertising Hispanic agencies are in midst of experimentation no established rules yet o Chapter 3: African Americans Two Americas o 2000 a study showed that blacks were four times more likely than whites to say they were treated less fairly. Whites thought the blacks were treated fine when Obama was elected this changed, their was more black voting etc o 1968: Kerner commission: said America would become two: one black America and one white America o median household for blacks is 30,000 and for whites 50,000 o African Americans are more likely to racial profiling by the police Economics: 57% fewer than fifty percent of blacks own their own houses, and they are three times more likely to get high priced loans Health: blacks are twice as likely to die from disease, accident, homicide, Life expectancy is 72 for blacks o Life span for black men is 6.2 years less than white men Homicide is the leading cause of death o black and whites don’t live in the same neighborhood, go to same churches, or same schools, and consume different media o intermarriage rates are low amongst blacks and whites o we speak a different English than blacks linguistic profiling: a way of determining characteristics such as socioeconomic status: from way person uses their language a lot of language discrimination in housing like when blacks call the landlord to rent names are also used for profiling, like white resumes are more likely to get call back then resumes with black names whites believe that they do see equal opportunities and treat blacks the equal way but the blacks don’t feel this way o blacks think there are race and racial disparity issues to be addressed blacks are very proud and take pride in their history o history matters one drop rule: one drop of black blood made you black, this was used tothnslave the offspring of blacks in early 20 century you were black based on descent even if only one great grandmother was black you were still black o race as a social construct in 1870 the US had five different race categories white, colored, blacks, mulatoes, Chinese, and indian in 1950 there were three and now it went back to many races o Blacks and white TV Minstrel show: most popular in American entertainment for 80 years Used white characters with black painted faces singing, playing tambourine we see no black actors Blacks were portrayed by white actors for a long time 1930s the black were portrayed as the harmless, lazy, ,oyal, happy of the coon such as mammie 1950s after civil rights, African Americans as domestic servants 1960s appeared more and more: like Bill cosby show 1970s portrayed as regular working people 1980: cosby show finally a positive portrayal of middle upper clas family back then no choice so blacks and whites watched the same stuff but now blacks watch their stuff and whites their own stuff o Advertising 1946: servile jobs: maid, waiter, slave, Aunt Jemima 1956: half as servile jobs and 1/3 as sports heroes or entertainers o marketing the black experience blacks are the most sensitive to how they are portrayed in media because of slavery, blacks are sensitive towards stereotyping want to be seen as heterogenous want to be shown as normal o with jobs, families, and aspirations o represent and respect them o show as they are, avoid stereotypes o be real o African as consumer Big part of budget to eating at home Trendsetters Spend time shopping don’t think and not buy Chapter 4: Asian Americans: Book Notes Blacklava: apparel company that had tshirts representing Asian American stereotypes o “I hate math” “I speak English” in America Asians are o highly intelligent, technically skilled, hard working, disciplined, serious o have lowest rates of being arrested, and lower drug rates than most, and lower premarital sex rates model minority: minority group whose members are perceived to achieve higher degree of socioeconomic success than population average o Asians are seen as this but its not always good because than the Asian communities that really do need assistance don’t receive it o A lot of pressure on Asian Americans too Stereotyping Asians is good for marketing in the mainstream but not always good for Asian themselves o Reminds them that they are foreign and different o They want to be shown in media as who they really are They don’t want an ad to be pure Asian models rather multicultural and mixed in The perpetual foreigner o Where are you from? No reall where are you from? For some they want to know where the Asians grandparents and ancestors were from, and for some they want to know how they are Asian But this is rude and brings a sense of alienation, they look Asian but are truly born and raised in America Asian americans don’t look American no matter how assimilated they really are o Abercrombie and Fitch made a line of tshirts and it was insulting to Asians Wong brothers laundry service said the shirts o 1982 the murder of Vincent Chin he was walking out a of bar and was being followed , its because of you that were out of work, they followed him and killed him, two white men, flashpoint and symbol of discrimination all over How Asian experiences differ from White experiences o Asians have a great deal of flexibility on cultural elements that they want to discard from personal lives o How they chose to identify isn’t made private: even though they have a lot of pressure when trying to identify o Foreigness clings to them forever o Asian are not considered real americans ever The ballad of east and west o Mixing Asian with western is hard o May tung psychologist says Asians Feel sense of parental disapproval or never good enough: mistaken guidance from parents and society at large they feel they don’t know who they are Americans taught to develop own options, Asians lack assertiveness, are taught not to speak their minds Asians listen to speech of elders, they have obedience One of their biggest value have to maintain harmony so they say yes even if they mean no: if you lose a wallet in japan you are sure to get it back Asians are also very affluent The Pan Asian Segment o US born Asians with Asians from outside who come to America have a lot in common Immigrant parents who struggled to adapt Same cultural values like education Discipline: respect for family are all stressed upon Many US born Asians undergo return to ethnic roots More and more interracial marriage of Asians IE: japan with Korean Chinese make up the largest subgroup of Asians NEXT IS INDIANS AND PHILIPPINOS o Asian American market is extremely diverse within itself o Asians in average enjoy shopping more than the national average o More frequent shoppers, more likely to pay attention to advertisements o Driven by price and bargains o They like to buy on sale, health conscious people, they like designer stuff, electronics o Many Asians prefer to be marketed to in their own language Japanese pop culture o Popular exporter of pop culture not just gadgets Asian culture today is very cool Indian Bollywood Chinese character tattoos o Asian and American pop culture are merging o Reaching the hip Asian americans is done through Exciting concerts, events, celebrity endorsements Portrayal of Asians in the media o Asians are okay with just being merely seen, doesn’t matter if they aren’t portrayed as stars like Hispanics like to be Which group to focus on? o Marketers need to choose which Asian ethnicity to focus on as well as what level of acculturation makes the most sense
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