MKTG 321 1st Edition Lecture 13 Outline of Last Lecture I Views of identity II Identity negation theory III How identities are expressed IV Dynamic nature of identities V Social and cultural identities Outline of Current Lecture I Age Identity II Racial and ethnic identity III Racial formation IV Ethnic Identity V What does American mean Current Lecture I II III Age Identity How we should act look or behave according to our age depends on our cultural conventions a Age identity process depends on i Relative nature of age ii Social constructions of age b Different generations have different philosophies values and ways of speaking consumption patterns Racial and Ethnic identity racial identity or racial consciousness is a modern phenomenon a Historical development of notion of race current debates started in 15 th and 16th centuries when Europeans encountered people who looked different Racial Formation a Better informs our understanding of racial identity racial formation Suggests that race has complex social meanings rather than been fixed and objective b How people construct their meanings and think about race influences the ways in which they communicate with others These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute IV V Ethnic Identity a Set of ideas about one s own ethnic group membership includes selfidentification knowledge about ethnic culture traditions customs values and behaviors and feelings about belonging to a particular ethnic group and knowing something about the shared experience of the group b Involves shared sense of origin and history c For some Americans very relevant connect to an origin outside the US or to a region prior the existence of the US Hopi Navajo What does American mean a Who defines it Rejection of hyphenated Americans how is this identity formed b Racial versus ethnic identity difficulty to separate race and ethnicity avoiding talk about race limits debate over racism discussion about ethnicity tend to assume a melting pot perspective
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