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مبنا - فرهنگ پذیری : ادراک و سنجش - Acculturation: Conceptualization and Measurement

ویژه نگار تخصصی فرهنگ و توسعه
تاریخ:چهارشنبه 5 خرداد 1389-12:59 بعد از ظهر

فرهنگ پذیری : ادراک و سنجش - Acculturation: Conceptualization and Measurement

در این مقاله مبحث فرهنگ پذیری ، همانندسازی و محافظت فرهنگی مورد بررسی قرار گرفته است که قسمت از متن در اینجا گداشته شده و متن کامل مقاله به پیوست می باشد.

The question of cultural preservation or assimilation

As market researchers, a question we frequently hear is: "Aren't Hispanics gradually

assimilating into the mainstream of US culture and, consequently becoming part of the "General Market" ?i

This is an important and understandable question, deserving of careful consideration. The research answer involves an understanding of immigration patterns, socio-political realities and cultural tendencies of Hispanics in the US. Some marketers may argue that if Hispanics are becoming part of the "General Market," why should anyone bother to design  specialized strategic approaches to target the Hispanic market?

The conceptualization and measurement of acculturation becomes particularly relevant in addressing that key concern. Marketing practitioners can only answer that question empirically, through research.

A conceptual framework

In contrast to tendencies of immigrants who came to the US at the turn of the century Hispanics have seemed to maintain their original culture to a large extent. The reasons are complicated and include the following:

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