AM

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.