Class Notes for Test on African Americans and LGBT
Class Notes for Test on African Americans and LGBT STC 350
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This 2 page Class Notes was uploaded by Natalie Land on Sunday September 25, 2016. The Class Notes belongs to STC 350 at University of Miami taught by Wanhsiu Tsai in Fall 2016. Since its upload, it has received 10 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: 09/25/16
Chapter 3: Asian Americans • The Chinese represent largest segment of Asian American market o Chinese: 22.4% o Filipino: 19.6% o Japanese: 52% o Korean: 10.5% o Vietnamese: 10.9% o Indian: 18.5% o Other: 10.0 • Asian stereotypes: o Intelligent, good, at science, bad drivers • Asian American consumers: Asians who were born here grew up here: still encounter questions like where are you from? • Southern asia very different from eastern asia o Southern is indian § Eastern Asia is more influence from China, Buddhism, Confucianism, but India: more hindu -‐ Makes up 17.3 million of US Population o Relatively young -‐ Indian : fastest growing population in the US -‐ Most diverse in language, culture, heritage, etc o But also geographical location is diverse they are found all over like nyc Chicago, dc LA Houston and san fran -‐ 77% of all Asians live in just ten cities -‐ Asians tend to stick together o Geographical targeting can be used: campaigns to the places they are so you don’t do national reach stuff o But then it causes invisibility of Asian population in mainstream media -‐ Asian median income is of the highest: they are relatively wealthy, makes most money of the ethnic groups -‐ Highest education level -‐ Asians emphasize educational achievements more lucrative jobs, told very early on what you want to be in future. -‐ Core Asian values o educational achievements, family and personal networks, a lot of pressure from responsibility but parents do a lot for kids o a lot on discipline and training very drilled o respect for authority -‐ tiger mom: push kid to do much as they can o demanding mothers o like the Gilmore girl miss kim o children controlled and to do everything, be involved in every day things o Asian is the tiger mom -‐ Stereotypes in Asian Ads o The way I love my kids is pushing them harder o Model minority: hard working Asians and good at every subject, try really hard, creates the model minority: which are people who don’t make trouble or complain all of a sudden become huge and successful and achieve more § If Asians can make it everyone can § Is model minority a positive stereotype? • Is a minority group (whether based on ethnicity, race or religion) whose members are perceived to achieve a higher degree of socioeconomic success than the population average. o Stereotype: creates so much pressure o Asian ads: more likely to see Asian celebrities in ads , ordinary, Asians are rarely shown in ads § A lot of educational products featuring kids § Technology, engineers, § Very limiting will they respect my talents? -‐ How to target? o First understanding who you are talking to? o To Asian americans: they are American and how they want to fit in is important? o If Asian than they think of acculturation level and language o The most question asked? Where are you from no where are you really from § Indian American wins miss America miss New York and they called her Arab not American how can she win? o Asian americans want to fit in and be heard that they prefer inclusive attitudes o
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