STC 116 Lecture Notes - Lecture 11: Asian Americans

• School: University of Miami
• Department: Strategic Communication
• Course: STC 116
• Professor: Professor

Document Summary

Audience: complex intermingling of groups w diverse cultural, ethnic, religious and economic attributes. Diversity is the most signi cant aspect of the mass audience in the us. A successful campaign must be aimed at those segments of the mass audience that are most desirable for its particular purpose. Practitioners use technology to segment the mass audience and compile information about target audiences. Trends: hispanic pop expected to double, white pop shrinking. Positive and negative impacts of diversity in us. Sifting demographics place a strong focus on diversity and multiculturalism for internal publics and consumers. In uence, pro le, and buying power of easily identi able - but internally diverse - ethnic groups: hispanics, african americans, asian americans. Millennials: 1980 - 1995 (ish, college students to adults in 30s, 20% of us pop, major consumers of digital media. Teenagers: after 1995, projected to spend 1/3 of life online, have need to be connected to tech and social lives.