Originally Posted by
DougCounty
Skabungus writes:
All of this is true, but personally if I'm looking to tailor the message to the messenger, I find traditional sociological concepts to be far more useful than what I've seen of the S&H material so far. I work at a place where there are a majority of African Americans employed, and a majority of other ethnic groups, whites included, are of working class origins. For me to have the kinds of discussions I'm interested in, talking about generational jargon hardly gets me to the door, let alone opens it. The real distinctions that get traction around here in terms of tailoring the message so folks will hear it?
-What ethnic group do you belong to? Latino, African American, Native American, White. Yes there are generational differences, but you ignore that, you ignore your chances of communicating very far. And more important than generational differences are:
-What social class are you a part of? How much education have you received? HS drop-out? Grad? Community College? University? This are huge around here still--much more important than generational labels. Directly tied to that: How much money do you make? Folks the same age and ethnic groups could be from a different world if their income levels are drastically different, like it or not. Other factors that are hugely important:
-Urban vs. rural upbringing
-Regional differences: NE, South, Plains states, West, California, Northwest come with a set of experiences that are at least as important as the generational components
-Religion still plays a huge role in what you believe and what you listen to, here in the central part of the country, or the lack of religion. I'd say its influence in increasing, not decreasing over the past few decades.
-Finally, each one of these factors has a male and a female component, which changes over time, not so much as a generational thing, rather as a role that changes as you get older and your responsibilities shift.
For my dime, these are much more useful tools than the archetypes that have been generated by S&H, if I'm interested in dialoguing with a diverse audience. I think the S&H material appeals to a certain social class subset, and can be useful in engaging that subset, but really brings much less to the table than the factors that I have mentioned above. This is namely because they are quantifiable and identifiable by the individuals who are a member of that social class.
Our ability to utilize these sociological factors to great effect is evidenced by the advertising industry. This has been largely exploitative in nature, in my estimation; it's time that we put these powerful tools to much better use! And once again, I'm not saying that S&H tools can't be useful, particularly to certain sociological subsets, but combine them with the traditional class categories if you really want traction.