COMM 206 Chapter Notes - Chapter WWB Ch 10: Walter E. Fauntroy, John C. Malone, Market Segmentation
Document Summary
Who we be chapter 10: we are all multiculturalists now. Time magazine cover featured computer-generated woman who supposedly represented (cid:862)(cid:374)e(cid:449) fa(cid:272)e of a(cid:373)eri(cid:272)a(cid:863) (cid:894)(cid:373)i(cid:454) of all the ra(cid:272)es(cid:895: (cid:862)golde(cid:374) lady(cid:863) Multiculturalism seemed to already have been achieved: conservatives became racially liberal; liberals became racially conservative, colorization accelerated creation of new images/visions of one america. America = somewhere between cultural hierarchy and cultural equity. One market from many: give me your hungry segments. Multiculturalism in different realms: as art had its run, then attacked by elites, as public discourse fluctuated in its power, as consumer lifestyle at its peak (e. g. colorized barbies, ethnic cosmetics) Aka market segmentation (192: marketing aimed to capture unincorporated niche markets. I(cid:374)stead of be(cid:374)etto(cid:374)(cid:859)s horizo(cid:374)tal i(cid:374)tegratio(cid:374) (cid:894)put the (cid:449)orld i(cid:374)to the sa(cid:373)e s(cid:449)eaters(cid:895), market segmentation used vertical logic. Change the products slightly for each of the different slivers along spectrum.
