October 16th
Greeting and Introduction
The speaker begins with a humorous reference to a quote from The Simpsons, indicating a lack of familiarity among the audience.
Responds with a friendly greetings: "Good afternoon."
Asks the class about their feelings regarding a recent midterm exam.
Shares a personal anecdote about his wife's undirected effort in the exam, suggesting hope for the class's performance and morale.
Notes that the upcoming final will be more challenging.
Today's Topic Discussion
Market Segmentation
Introduction to the lecture's focus: Market segmentation.
Current Event: President Trump's call for a new census is discussed.
The potential constitutional clash regarding excluding undocumented individuals from the census count.
Importance of the census for congressional map redrawing and potential violation of the Fourteenth Amendment.
Dialogue with John Yang on the constitutional authority of the census.
Discussion of a proposed bill by Rep. Marjorie Taylor Greene to exclude non-citizens from census data.
Concerns raised about the practicality of conducting a mid-decade census before the 2026 elections.
Issues with redistricting highlighted; the process is complex and requires adequate time for implementation, which might not be achievable.
Potential Impacts & Legal Considerations
Speculative outcomes of new census data on political representation and congressional seat allocation.
The uncertainty of potential benefits to Republicans from excluding undocumented persons.
Point made about unpredictable demographic shifts and immigration patterns affecting census outcomes.
Overview of partisan motives behind altering census data collection and its implications for states like California and Texas.
Discussion about racial categories and their impacts on census accuracy in reflecting the population.
Increasing Awareness of Undercounting Issues
The efforts to quantify the U.S. population reflect a philosophical and ethical inquiry about who belongs in America.
Emphasis on recognizing the role of state mechanisms in racial categorization as part of market research.
Central question proposed: How are minority markets constructed by market research firms?
Interconnection between identity, statistical categorization, and public policy.
Historical Context of the U.S. Census
Overview of Census Evolution
The U.S. Census originated from Article I, Section 2 of the Constitution, which mandates the federal government to count residents every ten years.
Highlighted quote from the Constitution regarding the apportionment of representatives and taxes, reflecting the racial dynamics of free persons vs. enslaved individuals.
Examination of historical census categories:
1790 Census: Free, slave, Native American (racial hierarchy).
Shifts in racial categories over decades influenced by social and political climates (e.g., introduction of 'mulatto' in 1850).
Changes aimed at better inclusivity over time:
The introduction of specific ethnic categories for Chinese, Japanese, and other immigrant groups.
Significance of race science and immigration trends affecting census classification.
Impact of Racial Categories on Identity
Examination of Hispanic Identity in the Census
The classification of Mexicans and Puerto Ricans in earlier census data; legal complications of racial identity.
Citizenship status transition detailed: How the Treaty of Guadalupe Hidalgo shaped racial perceptions.
The 1930 Census as a turning point introducing a distinct Mexican category; followed by the social implications of labeling.
Discrepancies in how census data has historically undercounted Hispanic populations.
Activism efforts in the 70s pushing for accurate racial classifications and legal recognition.
Creation of the Spanish Origin Advisory Committee to address undercounting issues; alternate questions proposed.
Introduction of Separate Ethnic Questions
The 1980 Census marks the first inclusion of a Hispanic origin question across all forms.
Broader implications of this shift for the representation of Latino communities.
Continued struggles with census participation rates and undercounting, especially within Black and Latino communities reflected in 2020 census debates.
The Census Bureau’s educational outreach and awareness campaigns to combat undercounting through various channels.
Multiracial and Biracial Distinctions
Historical context: Previous lack of official recognition for multiracial individuals in census data.
The push for biracial representation culminated in the 2000 census allowing for selection of multiple racial categories.
The social movement aspect behind this change signifies a shift towards recognizing America's increasingly diverse population.
Evolution of Public Opinion Polling
Historical Development of Polling Techniques
Emergence of scientific polling in the 1930s; distinction from rudimentary straw polls of the early 20th century.
Overview of key figures: George Gallup and other pioneers who shaped polling methods.
Thematic evolution around public opinion on political and social issues, with polls now used strategically by lawmakers and president.
Data-Driven Political Strategies
Increased use of polling data by presidents: Franklin Roosevelt's reliance on public opinion metrics.
Polling as a mechanism for gauging public sentiment on key issues, contributing to a broader understanding of national discussions.
The limitations of earlier polls in accurately capturing diverse opinions led to technological advancements in data analysis.
Simulmatics Corporation and Advanced Polling
Importance of Data in Political Tactics
Simulmatics Corporation's efforts at voter prediction by leveraging detailed data collection methodologies.
The introduction of detailed categorization for voters – their specific demographics, interests, and political leanings were profiled for strategic campaigning.
The need for understanding nuanced voter preferences beyond basic racial affiliations.
The culmination of these efforts in elections influenced the political landscape significantly, especially regarding minority voter engagement.
Market Segmentation: Transition in Marketing Strategies
Historical Phases of Marketing in the U.S.
First Phase (Pre-1880): Fragmentation period characterized by local marketing.
Second Phase (1880-1950): Mass marketing era with companies aiming for large national audiences.
Third Phase (Post-World War II): Introduction of market segmentation, focusing on distinct market slices based on consumer differences.
Market Segmentation Approaches and Implications
The definition of market segmentation as companies slicing their target markets into focused demographic groups, opposite to mass marketing approaches.
Shifts in marketing perspectives recognizing diversity among the population following WWII led to more tailored advertising efforts.
Impact of television as a medium in advertising which influenced how companies interacted with unique consumer groups.
Advertising Case Study: Pepsi
The Pepsi Generation Campaign
Pepsi’s advertising tactics contrasted traditional methods, utilizing the segmentation theory to appeal to youth and counterculture movements effectively.
Analysis of the effectiveness and potential pitfalls of the segmentation approach, including issues of cultural sensitivity.
Importance of Targeting Ethnic Markets
Emergence of Ethnic Marketing Firms
The growth of specialized marketing agencies that catered specifically to Black and Latino demographics due to gaps in representation in mainstream marketing.
Data-driven insights highlighted purchasing behaviors and preferences of ethnic populations, leading to significant shifts in how products were marketed.
Overview of companies like DataBlack and Burrell Communications that pioneered advocacy for inclusive advertising.
Conclusion
Overall, the evolution of census-taking, public opinion polling, and marketing reflects continuous societal shifts and the importance of inclusive representation.
The complexity of identities continues to shape the American landscape and necessitates ongoing discussions of representation in policy and marketing.
Anticipation for future discussions on related topics such as affirmative action and immigration in upcoming lectures.