STC 350 Test 1
Pioneers of multicultural marketing
African-American advertising agencies that were created in the 1960s and 1970s, though it was the immigration explosion since the 1970s that has led to multicultural marketing's precipitous rise.
Dawson's Creek
Brought to young audience Coming out (angst and despair)
Targeted Advertising
Dividing the total market into different segments on the basis of consumer characteristics, selecting one or more segments, and developing products to meet the needs of those specific segments
Will and Grace was hugely popular and easy on the mainstream audience
Easier to digest than Ellen Had main characters that were straight, then introduced a gay character Not "very gay", no visible gay sex, no gay community Performing acceptance but not breaking taboos or pushing envelope
The politicized gay consumer culture
Ellen JC Penny ad Chik-fil-A - boycotting these products Target - boycott - Shopping malls - boycotts for books gay and lesbians support brands that support them travel industry such as American Airlines, united airlines, altered their ideologies and opened more policies that benefited LGBT community after immense boycotts broke out against these companies
The evolution from melting pot to salad bowl for defining American multiculturalism
Even if the term melting pot applied 100 years ago, it doesn't fit today. Many demographers and social historians have adopted a new phrase, the "salad bowl," to describe a united nation of peoples who bump into each other and share the same space (and laws), but retain what makes them "special," and prefer not to blend in, at least not too much.
Characteristics of the Asian American market
Extremely diverse market with huge disparities within it Asian Americans are the most diverse ethnic group 77% live in only 10 cities --California has by far the most Median income is the highest of any ethnic group Most highly educated group Young Asian Americans typically follow a path from isolation, to rapid immersion and assimilation, and then a re-appreciation of ethnic roots Fastest growing US group Most of the population is from immigrants Chinese is second most prevalent foreign language spoken in US, after Spanish Racial group least likely to be promoted into managerial and executive ranks in tech
Core Hispanic cultural values
Family Interpersonal relationships Respect for authority Not time-oriented Hard work is important to them Courtesy (vs. "keep one's word") Saving face Event-oriented Not time-driven
Queer Eye for Straight Guy
Gay men being "needed"
OC
Gayness as aesthetic, as a fashion statement, as a phase
Reality TV
Gone through phases Occasionally about morality of sexuality, then up for debate Early 90s, centered in tabloid talk shows, normalization of same sex relationship (thrown in mix with dysfunctional relationship) Real world, reality game shows (survivor)—became genre staple to have gay characters Still somewhat stereotyped
Difference between Hispanic and Latino
Hispanic: --Someone who descends from Spanish speaking country --Based on language Latin X: --A gender neutral alternative to Latino Latino: --A person of Latin American origin --Includes Brazil, excludes Spain --Based on geographic location
Multicultural marketing is based on...
Multicultural marketing is based on the idea that there are discrete cultures in America, ethnic or otherwise, that have distinct identities that separate them from the mainstream.
Strategies to target gay consumers
Out of the closet advertising: --Affection between same sex characters, supporting gay rights issues Avoid the stereotypes: --Normalized images, inclusive appeal Understand/appeal to their consciousness as an excluded, struggling group Restructure internal business practices to support organizations and policies relevant to the LGBTQ community—they support companies that support them
The black look in fashion
Over exaggeration Very exotic, primal look Typically depicted as wild Weird, edgy high end brands
Chick-Fil-A example:
President and COO denounced gay marriage There was no real backlash because they direct their marketing efforts to conservatives and this was actually a strategic decision on the part of the company This shows that brands need to stand for something and market to who and what they stand for. They did not go to an extreme to show homophobia, however, which could have damaged their bottom line.
Issues of stereotyping
So how do blacks want to be perceived? First, and most important, they do not want to be stereotyped. This goes for all cultural groups, but blacks, especially black men, have suffered disproportionate stereotyping for a longer period of time.
Minority consciousness
The awareness and acceptance of being part of a minority group Inspiring role models and normalized images Tend to be celebrities Brands and status symbols
Model minority
Thought of as intelligent, tech skilled, hardworking, thrifty They have "American" values They are very success oriented This is a damaging label because it is overly broad and some communities within the group need assistance, also other minority groups and especially black groups have taken offense to this label ■ One consequence of the model-minority stereotype is that it reinforces the myth that the United States is devoid of racism and accords equal opportunity to all, fostering the view that those who lag behind do so because of their own poor choices and inferior culture. ■ Celebrating "model minorities" can help impede other racial minorities' demands for social justice by pitting minority groups against each other. It can also pit Asian Americans against whites.
Asian-targeted vs. inclusive advertising
asian target is most affective for asian american audiences because asians don't identify themselves as a multicultural group.main concern w asian Americans is that they will always be depicted as "outsiders" ○ Asian Americans want to be shown in media as they really are, not as over achievers that make them feel like they cannot live up to impossibly high standards ○ Ads with entirely Asian groups were seen in research as offensive to Asian Americans—they do not like to feel like they are "marketed to" ○ Cultural dislike of standing out from the group ○ Therefore, they need marketing that does not make them feel singled out
The generational divide
entire generation is coming of age in era where gay or lesbian is no big deal. millennials - younger consumers - simply never learned gay was bad new generation of gays is coming of age and not exposed to discrimination faced in past gay clubs are now fashionable and mainstream more people feel comfortable rise in visibility and acceptance over the years
A "double consciousness" of many Asian Americans:
for many asian Americans.experiencing racism but feeling the pressure to conform to popular images of their group as Americas highly achieving model minority
The gay affluence myth
gays are highly educated and usually have no defendants, they have a higher level of disposable income.. trendy.. brand loyal".managerial positions, have some wealth and security to open up about selves. ○ Despite a commonly held belief that LGBT Americans tend to live it up in classy urban neighborhoods, they struggle with disproportionately high levels of poverty compared to straight people.
The bi-dimensional model of acculturation and the associate groups
look in study guide
Out-of-closet advertising
showing out LGBT characters. showing affection btwn same sex. supporting issues in gay rights movement.
Colorism
the belief that one type of skin tone is superior or inferior to another within a racial group
Cultural appropriation
the process by which cultures adopt customs and knowledge from other cultures and use them for their own benefit
Market segmentation
the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups
Biculturalism
when minority members adopt characteristics of majority cultures in order to succeed Two different cultures coexist in the same place or region
Integrated Hispanics
who develop a hybrid, strong identification with the Hispanic and mainstream cultures relatively equally
Separated Hispanics
who identify with the Hispanic culture more than the mainstream
Assimilated Hispanics
who identify with the mainstream more dominantly
Characteristics of the Asian American market: ○ According to psychologist May Pao-may Tung, these cultural differences are also a source of conflict for Asian Americans. In her book, Chinese Americans and Their Immigrant Parents (Haworth Clinical Practice Press, 2000), she relates some of the common themes she encounters while conducting psychotherapy with young Chinese Americans. She writes that these themes include:
■ ("It's never good enough"), inadequate or mistaken guidance (from parents) ... and role reversals. ■ In relation to society at large, they often feel unsure of themselves, not knowing who they are. ■ The sense of being 'invisible' or overlooked is pervasive.
Characteristics of the Hispanic market: When asked what their values are, myriad responses relate to the centrality of family in Hispanic life and Hispanic identity.
■ (respect). Hispanics are taught from an early age to respect other people, especially their elders, whether parents, grandparents, or teachers. ■ Educación is about being polite, well behaved, and sensitive to the needs of others. When Hispanic values are discussed, los gringos are often brought up as a point of contrast, as a group of people who at best, have different values; at worst, inferior values. ■ For Hispanics, family is central, a fact that can't be ignored in the realm of marketing. Hard Work
History of Black representations in advertising
■ 1940s-1960- African Americans appeared in only 3% of national magazine ads, all were well-known entertainers, famous athletes, or unknown servant roles . ■ 1970s ● TV presents an inaccurate reflection of racial makeup of American population ● % of white characters inc. beyond actual population % ● % of black characters inc. slightly but remained below actual representation ● Representations of other minorities practically nonexistent ■ 1970s-1980s- presence deteriorated - 1 study showed only 2% presence, another <1% presence in ads. Study also showed white magazine readers didn't respond negatively to black models. ■ Pre-90s- blacks and other historical minorities were cast only in roles specifically requiring a minority character. ■ 1990s- Portrayal of characters of color in TV ads greatly increased to overrepresentation population by more than double. Native Americans and other minorities still ignored.
Consumer discrimination
■ Acknowledging our own biases ■ a manifestation of personal prejudice of consumers such that they prefer to trade with individuals belonging to a certain group over others. A prevalent fact states that customers do not like being served by minorities or women. ■ Major retailers have experienced lawsuits over racial profiling ■ Marketers wrongly assume that they market to black consumers through mass market campaigns
Ethnicity
■ An ethnic group or ethnicity is a population of human beings whose members identify with each other, on the basis of a real or a presumed common genealogy or ancestry. ■ Ethnicity is defined in terms of shared genealogy, whether actual or presumed. Typically, if people believe they descend from a particular group, and they want to be associated with that group, then they are in fact members of that group. ■ Ethnic groups distinguish themselves differently from one time period to another. They typically seek to define themselves but also are defined by the stereotypes of dominant groups. ■ Ethnicity connotes shared cultural traits and a shared group history. Some ethnic groups also share linguistic or religious traits, while others share a common group history but not a common language or religion.
Characteristics of the Asian American market: In her research, based on 100 in-depth interviews, Tuan identifies four characteristics of how the Asian-American experience differs from the white ethnic experience:
■ Asian ethnics exercise a great deal of flexibility regarding the cultural elements they wish to keep or discard from their personal lives. ■ How they choose to identify, however, is not a private affair and they experience pressure to identify in ethnic or racial terms. ■ Despite their generational longevity in this country, an assumption of foreignness stubbornly clings to them. ■ Asian ethnics are not considered "real" Americans. They have not been incorporated into the collective memory of who qualifies as a "real" American.
Characteristics of the Asian American market: ○ Asian Americans were 5.6 percent of the total American population in 2016. They can be divided into three main categories:
■ East Asian Americans (Chinese, Japanese, Korean, Mongolian and Taiwanese); ■ South Asian Americans (Bangladeshi, Bhutanese, Indian, Nepalese, Pakistani, Sri Lankan and Tibetan); ■ Southeast Asian Americans (Burmese, Cambodian, Filipino, Hmong, Indonesian, Laotian, Malaysian, Mien, Singaporean, Thai, and Vietnamese).
Color-blind racism
■ Embracing the individualism embedded in the American ethos, they point to successful, integrated blacks and wonder why others haven't done the same. It's what sociologist Eduardo Bonilla-Silva calls "colorblind racism." In his research, he found that while most whites outwardly proclaim that they don't see color, their statements were often prefaced with "Well, I'm not racist, but ..." They insist that minorities are responsible for the so-called race problem we have in America, and they denounce blacks for "playing the race card" by demanding race-based programs and for crying "racism" whenever they are criticized by whites . ■ new ideology that maintains systemic white privilege and that consequently justifies contemporary racial inequality (status quo)
Characteristics of the Hispanic market: Facts and Silver Stork Research, teamed up to produce a report titled The U.S. Hispanic Mom Market. The report combines original quantitative and qualitative research, as well as secondary sources. Here's a condensed version of some of the insights:
■ Hispanic moms have the highest birth rates and the largest families. ■ The Hispanic mom takes pride in her role as mother. ■ Retaining her heritage and passing it on is an important motivator. ■ Hispanic moms respond to positive images of motherhood and gravitate to information as to how they can do a better job. ■ The goal is a happy family, not wealth or individual success. ■ She faces challenges such as discrimination, lack of acceptance of Spanish, and stereotyping. ■ Her cultural influences come from two worlds - Hispanic and American. Keeping family healthy
Characteristics of the Hispanic market: Some of the archetypes within Hispanic culture and how they impact the way that Hispanics respond to marketing.
■ Hispanics tend to possess a deeply ingrained parental guilt and a firm belief that it is the duty of parents to endure sacrifices for their children. ■ In terms of saving for the future, for Hispanics, their children are their retirement plan. They expect to be taken care of the way children have taken care of parents in their family for generations.
Social construction of identities
■ Race is a social construct. It has been constructed in different ways in different times and places. ■ In 1870, the U.S. Bureau of the Census divided up the American population into five racial groups: white, colored (blacks), colored (Mulattoes), Chinese, and Indian. ■ In 1950, the census categories reflected a different social understanding: white, black, and other. ■ By 1980, the census categories reflected the ethnic blossoming of the prior two decades: white, black, Hispanic, Japanese, Chinese, Filipino, Korean, Vietnamese, American Indian, Asian Indian, Hawaiian, Guamanian, Samoan, Eskimo, Aleut, and Other. ■ To say that an identity is socially constructed is to deny that it has the objective reality ascribed to it. Rather, that identity is the result of beliefs and practices in society or specialized segments of society and it may or may not have a factual foundation apart from those beliefs and practices.
Characteristics of the Asian American market: ○ One Asian value, one that frequently causes misunderstandings with Westerners is the desire to maintain harmony at all costs.
■ That Japanese will say "yes" when they mean "no" is well known. ■ In Japanese, the "yes" is often an indication that the person follows what is being said, and not necessarily that he or she is agreeing with it. ■ To disagree would cause a loss of face, it would create disharmony. Harmony must be upheld at all times.
Race
■ The term race refers to the concept of dividing people into populations or groups on the basis of various sets of physical characteristics (which usually result from genetic ancestry). ■ Racial categories result from a shared genealogy due to geographical isolation. In the modern world this isolation has been broken down and racial groups have mixed. ■ Races are assumed to be distinguished by skin color, facial type, etc. However, the scientific basis of racial distinctions is very weak. Scientific studies show that racial genetic differences are weak except in skin color. ■ Race presumes shared biological or genetic traits, whether actual or asserted. In the early 19th century, racial differences were ascribed significance in areas of intelligence, health, and personality. There is no evidence validating these ideas.
Opportunity-hoarding in ad agencies
■ Today's African-American advertising agencies face increased competition from general-market agencies that have successfully convinced advertisers that they can deliver the same services. ■ Additionally, the fast growing Hispanic market is attracting the lion's share of "multicultural" marketing budgets, further threatening the viability of black agencies
Gay window advertising
■ ads composed in manner that speaks to LGBT consumer in way which is not immediately noticable to others ■ uses imagery considered gay vague ■ do not highlight same sex realtionships but avoid explicit references to hererosexuality or feature sexual ambiguity ■ Earliest advertising strategy targeting gay consumers ■ Avoid explicit gay references or stereotypes ■ Feature "average looking" characters of same-sex ■ Ambiguous same-sex groupings and non-conventional gender behaviors and settings ■ Gay symbols meant to be understood only by intelligent gays and not heterosexuals
Double bind
■ refers to the experience of being in an emotionally distressing interpersonal situation in which one person is faced with a communication dilemma. The dilemma involves being in a situation where any course of action will negatively impact the communicator. The double bind occurs when the person can neither resolve the dilemma nor opt out of the situation An individual or group receives two or more conflicting messages ■ Female leaders are criticized when they act consistent with female subculture stereotypes and when they act consistent with male subculture stereotypes.
Acculturation
○ Acculturation refers to the process by which immigrants assume AMERICAN cultural attributes such as CULTURAL NORMS and VALUES. ○ If enough of the cultural markers of language, tradition, and food from the minority culture are maintained for the members to be able to recognize themselves as a distinct culture, then it is said to have undergone acculturation instead of assimilation. ○ Acculturation refers to the cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture. ○ Acculturation is the incorporation of the host culture's perspective (such as AMERICANS) and the native culture's (such as Asians and Hispanics) perspective and values. ○ An American family (the HOST culture) demonstrates how to make an omelet to an Asian family (the NATIVE culture). The Asian family follows the American recipe BUT decides to add rice (one of their staple foods) to their omelet.
Difference between early immigration and contemporary immigration?
○ An important difference between then and now is the current atmosphere of tolerance for diversity in the United States, what some have called the "culture of multiculturalism." ○ Multiculturalism is a double-edged sword, however. On the one hand, it makes it okay for ethnic groups to maintain an identity that is distinct from the mainstream. At the same time, it makes it easier for those immigrants who choose to assimilate to do so.
Assimilation
○ Assimilation is the process of incorporation into the cultural and social networks of the host society, for example, place of residence, family, leisure activities, and work). ○ It refers to the degree to which immigrants GIVE UP their CULTURE of ORIGIN and TAKE ON the characteristics of the NEW CULTURE. ○ Cultural assimilation is the process by which a person's or group's culture come to resemble those of another group. ○ phenomenon that applies to immigrant populations, and also to Native Americans, but only those that have emerged from reservations after generations of forced isolation. ○ It does not apply to African Americans, who have lived nearly 400 years in what is now the United States, yet who were first enslaved, later segregated, nearly always oppressed.
Cross-cultural Advertising
○ Cross cultural means using different cultural families with many different types of advertising. ○ Model in Practice: Start with ethnic segment(s) to develop marketing programs that cross over into a total market definition of the general market
Core Asian cultural values
○ Family and personal networks ○ Filial duty ○ Modesty ○ Collectivism ○ Respect for tradition and discipline ○ Respect for authority ○ Value education ○ Desire to maintain harmony at all costs
The contemporary trends of Hispanic advertising
○ Hispanics tend to possess a deeply ingrained parental guilt and a firm belief that it is the duty of parents to endure sacrifices for their children. So an ad campaign that emphasizes rewarding oneself first or enjoying time away from the kids can backfire. ○ Beliefs in curanderos or healers and a faith in folk remedies present challenges to those in the health care or pharmaceutical industry. ○ Negative associations with money and the idea that people without money are "poor but proud" can make financial services a tough sell if you emphasize the profits to be made. ○ Shopping ■ Hispanic shoppers spend an average of $361 a month on groceries compared to $331 spent by the total U.S. shopper population. ■ Hispanic shoppers find pleasure in going to the grocery store and view it as another way to spend more time with family. ■ 65 percent of Hispanic shoppers ate dinner at the dining table or kitchen counter compared to 55 percent of total U.S. shoppers. ■ Technology drives spending. Hispanic shoppers are more digitally engaged, outpacing the general U.S. population - a fact that extends to online grocery shopping. ○ It claimed to prove the persuasiveness of Spanish-language advertising and is sometimes still cited as evidence that marketing to Hispanics should be done in Spanish. ○ The film argued that rather than helping Hispanics the image of a separate Hispanic America with "folkloric commercials to cheesy Latin American soap operas to butt-shakin' bicultural music videos." ○ The bilingual and English-language Hispanic networks until now haven't delivered the audience numbers advertisers would get with a campaign on a mainstream network.
History of Black-targeted advertising
○ In 1946, about eight in ten of the black models he found were depicted in servile jobs: "maid, waiter, slave, field hand, personal servant, the Aunt Jemima, or the Uncle Tom." Only one ad portrayed an African American in a professional occupation. ○ In 1956, only half of the ads portrayed blacks in servile positions, while over a third depicted them as sports heroes or entertainers. ○ By 1965, the number of ads that depicted black athletes or entertainers had climbed to 60 percent, while the number of actors portrayed in servile jobs dropped to 13 percent. ○ Kassarjian's study revealed a U-shaped distribution in the number of ads featuring blacks over the twenty-year period - the number of blacks dropped significantly from 1946 to 1956 and went up again in 1965. His explanation was that in 1946, few were threatened by the depiction of blacks in servile roles, so advertisers gravitated to these images. By 1956, the Civil Rights movement heated up, and the Uncle Tom images of old had become unacceptable. But depicting blacks as anything but servants or entertainers was still not attainable. So advertisers took the easy way out; they stopped using blacks in ads. In 1965, it became unacceptable not to use blacks, so advertisers did, though now apparently in a more positive manner. ○ Today's African-American advertising agencies face increased competition from general-market agencies that have successfully convinced advertisers that they can deliver the same services. Additionally, the fast growing Hispanic market is attracting the lion's share of "multicultural" marketing budgets, further threatening the viability of black agencies
Earlier Immigration
○ In the early twentieth century, cities like New York and Chicago swelled with immigrant populations from Poland, Italy, and Germany. ○ In 1910 Chicago, 70 percent of the people were either immigrants or children of immigrants. ○ In the early twentieth century, about 85 percent of immigrants came from one continent, Europe, but they spoke a plethora of languages: Yiddish, Italian, Russian, Polish, German, Hungarian, and English.
Tokenism
○ Pretending to incorporate a minority just to say that one is doing so ○ Tokenism is the practice of making only a perfunctory or symbolic effort to be inclusive to members of minority groups, especially by recruiting people from underrepresented groups in order to give the appearance of racial or sexual equality within a workforce. ○ Giving a minor effort towards inclusion that is not heartfelt, meaningful, or legitimate ○ Simply incorporates the groups without meaning or positive intentions ○ Ex: a multicultural company vs. a company that hires the "token" Hispanic male
The history and evolution of gay advertising
○ Pro-LGBTQ ads can still offend certain groups so advertisers have grown sophisticated in how/when/where to portray these groups ○ Gays and lesbians support brands that support them—they are early adopters, trendsetters, and brand loyal ○ HOWEVER, more than any group, this group watches the behind the scenes behavior of companies and will collectively shun companies that only appear gay-friendly (the politicized gay consumer culture
4 factors of market segmentation
○ Sustainability: refers to the size of the market segment and whether it is large enough to justify having a specific marketing plan a segment must be large enough to warrant developing and maintaining a special marketing mix ○ Responsiveness: does this market need a specific marketing plan or would they respond to the mass market Unless segment responds to a marketing mix differently, no separate treatment is needed ○ identifiability/measurability: segments must be identifiable and their size must be measurable ○ Accessibility: can this market segment be reached with a marketing mix the firm must be able to reach member of targeted segments with customized marketing mixes
Contemporary immigration
○ The biggest immigrant group at the start of the 21st century is Hispanics, (a term I will use interchangeably with Latinos). ○ Nearly half of today's immigrants come from a single region, Latin America, and speak one language, Spanish. ○ In 2015, 27 percent of all immigrants came from a single country, Mexico.
The idea of marketing to Hispanics
○ The idea of marketing to Hispanics began several decades ago when a group of primarily Cuban immigrant pre-revolution advertising executives from Havana found an opportunity for non-English speakers who were not being reached by mainstream advertising. In those days, Hispanic immigration was relatively new, and there were thousands of Hispanics starving for Spanish-language advertising. ○ In 2017, 93 percent of Hispanics and 79 percent of Asians under the age of eighteen were born in the United States. ○ A large swath of advertising agencies - Hispanic, African American, Asian, general market or otherwise - are owned by large marketing conglomerates like Interpublic Group, WPP Group, or Omnicom Group.
Retro-acculturation
○ This yearning by second-, third-, and even fourth-generation Americans for their roots is termed "retro-acculturation," though the idea is not unique to Hispanics. It encompasses many assimilated ethnics, such as Jews I have known, raised on English, who have decided to learn Yiddish, the language of their grandparents. ○ A term coined by Hispanic marketing researcher Carlos E. Garcia, it refers to the conscious search for ethnic identity or roots, especially by second, third, or fourth-generation Latinos who feel they have lost their cultural identity.
Importance of market segmentation
○ all markets include groups or organizations with different product needs and preferences ○ helps marketers defines needs and wants more precisely ○ more accurately define marketing objectives and better allocate resources.
Implicit bias
○ positive or negative attitudes/stereotypes held at a subconscious level that affect our understanding, actions, or decisions toward a person, thing, or group ○ activated involuntarily and w/o an individual's awareness or control ○ And retail establishments are starting to realize they have a problem with racial bias, even though they don't quite know how to handle it. Major brands continue to come under fire for allegedly targeting minority shoppers, as evidenced by recent cases involving more than a dozen national chain stores.
Multicultural Advertising
○ targeted marketing efforts to specific, clearly defined ethnic groups. ○ Multicultural marketing is ethnic-specific marketing precisely targeted to a particular ethnic segment - Hispanics, African-Americans, Koreans, etc. The "multi-" really means separate and distinct and often siloed. This model is the baseline that has underpinned the multicultural marketing industry for the last 50 years in the U.S. This model has led to the establishment of three predominant groups of multicultural marketing specialist agencies: Hispanic, African-American, and Asian. ○ Model in Practice: Start with the general market then develop separate, distinct ethnic-specific marketing programs connected to the general market by overarching brand attributes or key marketing objectives.
Minority consciousness (LGBT)
"As members of a social movement, gays and lesbians have developed a consciousness of themselves as a people as the result of history of common interests and experiences, particularly their exclusion, mobilization, and struggle in response to how they have been treated by others. This consciousness is ...part of the foundation for the gay/lesbian market segment." --Lisa Peñaloza
Characteristics of the Hispanic market:
3/4 are proficient English speakers Natural products are good/artificial are bad Market seeks to keep family healthy Parents make sacrifices for children Belief in folk remedies People without money can be poor but proud; credit is a vice Technology users
Hyper-selectivity and the model minority myth
A model minority is a minority demographic whose members are perceived to achieve a higher degree of socioeconomic success than the population average, thus serving as a reference group to outgroups Asian American children are whiz kids or musical geniuses. Within the myth of the model minority, Tiger Moms force children to work harder and be better than everyone else, while nerdy, effeminate dads hold prestigious—but not leadership—positions in STEM industries like medicine and accounting.
Perpetual foreigner
A stereotype in America applied mainly to Asian Americans. No matter how long they or their families have lived in the country, they are still not seen as True Americans, they are still seen as foreigners. Asian ethnics are not considered "real" Americans. They have not been incorporated into the collective memory of who qualifies as a "real" American.