Subcultures Overview

Study Notes

A subculture is a segment of a larger culture where members share distinguishing values and behaviors.
Subcultures are often based on:
- Nationality (e.g., Argentinian, Brazilian)
- Ethnicity (e.g., Hispanic, Hmong)
- Age (e.g., teens, Generation X)
- Geographic region (e.g., Nile valley)
- Religion (e.g., Catholic, Muslim)
Other factors also influence subculture such as gender, family type, occupation, community type, and income level.
Consumers usually belong to multiple subcultures, making assignment complex.
Considering a single ethnicity (e.g., Hispanics in the US) does not define a single subculture. Hispanic individuals from various countries (e.g., Cuban, Mexican, Puerto Rican) have different Spanish dialects and unique values/lifestyles.
Religious subcultures with different behaviors are also evident, even within Christianity (e.g., Roman Catholics, Orthodox, Protestants).

Consumption subcultures are distinctive groups who share a commitment to a particular product class, brand, or consumption activity.
These groups have these features:
- Identifiable social hierarchy
- Shared beliefs and values
- Unique jargon, rituals, and symbolic expressions.
Examples include hip-hop, gardening, skydiving, golfing.
Shared consumption is not necessary. Members may express a shared identity by using common jargon, rituals, and symbolic expressions, like sports fans or hobbyists.
A golf consumption subculture does not require physical participation, but rather shared enthusiasm through similar clothing and symbolic consumption.