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Uncover the Languages of the World
By Mari D. González
“Language is the code through which culture is communicated among in-culture members. It is often misinterpreted by out-culture members when it is not accurately translated.”
Happy 2024!
*The infographic was originally published in scmp.com
Social Media and Americans
By Mari D. González
According to a study conducted by MarketingCharts only 32% of Americans aged 18-64 rate social media’s importance a top priority. The report adds, “That makes Americans about 20% less likely than average respondent across 24 markets to consider social media important to them.”
International Social Media
“On a global scale, social media is rated important (top-2 box) by the highest proportion of respondents in Turkey (64%), Brazil (63%), Indonesia (62%), China (61%) and Saudi Arabia (59%). By comparison, social is important to the smallest proportion of respondents in France (17%) and Japan (24%).” MarketingCharts Staff
On Social Media and Culture
“Culture is the study of groups. Social Media is all about groups. Thus, Social Media promotes and creates culture.” Mari D. González
English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)
Social Media and Storytelling
English: Story telling at Ancient Technology Centre, Cranborne Gayle Ross, visiting from the USA, tells traditional stories of the Cherokee people in the Earth House. (Photo credit: Wikipedia)
“Social Media can be storytelling, a source of information and a communication tool but…it [also] allows us to form emotional bonds and express our emotions online.” –Frankie De Soto, MFA
“Social media is about people telling their stories, insisting in their humanity…[and] storytelling about their products…. Allowing anyone, anywhere to tell their stories and connecting with each other. It’s what I call the Age of Positive Disruption.” –Jose Antonio Vargas
Missing the Mark on Culture
By Mari D. González
The blog “Are Marketers Missing the Mark?” by Hispanic Market Weekly states that “An attitude-based acculturation model provides a more focused lens for looking at Latinos and capturing the estimated $500 billion in purchasing power held by bicultural Hispanics” based on a report from Culturati Research & Consulting.
Let’s clarify that the largest percentage of bilingual Latinos/Hispanics do not need to acculturate; they enculturate instead. They acquire the culture in their first years of life through schooling and media in English. Acculturation is for people such as immigrants who move from one society or culture into another.
Ethnic marketing is prone to these wrong and misleading statements. Let’s also clarify that Hispanic marketers are not experts in cross-cultural theories or cultural anthropology and should not be haphazardly using terms that are outside their field or field-specific that they ignore. They need to either learn more about social sciences or leave such studies to the experts because they are “missing the mark.”
IXMATI 