Tuesday, February 9, 2010

x...Groups...x

There is no smoke without fire when it comes to addressing stereotypes. However to place a group of individuals in a group that is somewhat degrading may be wrong but in some instances is embraced. This can also be approached from a marketers prospective by addressing these groups and a whole a promoting products to them which one day may be considered to be fad. If a launch or promotion can categorise these groups significant to the product it could turn out to be a rather good venture. When dealing with group behaviour they can be sought out through Groups and Reference Groups.

Solomon describes a reference group to be “an actual or imaginary individual or group, the term reference conceived of having significance relevance upon an individual’s evaluations, aspirations or behaviour

It portrays how ones surrounding can depict their personalities and sometimes gel to a group of others like them, whether that be determined on the way in which they act or if their dress sense is categorised in an established group. It’s human nature to want to feel as though you belong so through individuals containing themselves in certain groups they not only stand stronger in their beliefs but no there is reference out there that there are others like them. These groups can be defined through education, work and even friendships. Whether in a negative or positive way group dynamics have the strength to thoroughly affect a person’s behaviour.


“We are all social animals” (Solomon 2006) through the observations amongst the group you are in you depict the way in which you should talk act and dress which can be argued takes away from personality. When considering purchases and recreational activities people sometimes look to their group for inspiration. Stanley Cohen’s Moral panics suggest that media can take a somewhat minor issue that has been made public knowledge and create an unjustly stigma around it, causing the public to be anxious and disconcerted due to the in-depth study of the theory in previous years it was clear how the devaluation of the Burberry brand and the creation if this moral panic effect social standing for both “Chavs” and those who enjoyed the brand.. "Chavs are often mentioned with regard to asbos and anti-social behaviour” http://news.bbc.co.uk/1/hi/education/4091478.stm. As “chavs” started to emerge the media portrayed them as being uneducated thieves resulting in many pubs banning them from their establishments as a way to cut down on crime. This also added to the brand devaluation of Burberry as, “The individual feels as though the purchase of a particular brand will show others how he or she wants to be”,( Solomon 2006). As a key component to being a “chav” was wearing as much fake Burberry as possible.








This use of a moral panic can also be used conversely. When the moral panic of, granny bag snatching “hoodies” came about, brands such as Nike and Adidas benefited from the media attention focusing on hoodies. The ban of “hoodies” in Bayswater shopping centre created a buzz of misunderstanding amongst young people however not in a derogatory fashion, but a more a sense of we shal prove you wrong. Sales of “hoodies” went up IMMENSLY. This could be argued was an unofficial viral campaign which took fear to profitJ. The radio clip is a great discussion of this and puts the irony of a moral panic and marketing awareness into play. http://www.bbc.co.uk/radio4/factual/thinkingallowed/thinkingallowed_20080227.shtml


In the 1940-50s Abraham Maslow created a theory of hierarchy. To which people unconsciously followed as a vice of belonging. It is a great reference when trying to understand personal motivation and development.

The hierarchy suggests that in life we have to follow these stages step by step in order to live in fulfilment. When the lower order of needs dealing in physical and emotional well-being are satisfactory we then concern ourselves with the higher order of needs that can influence us and effect personal development.On the other hand, if what was satisfactory to our lower needs are no longer there then, we are no longer concerned about our higher needs but rather concentrated on fixing lower ones.

The Third Wave was an experiment to which the recreation of Nazi Germany and the Holocaust played a big part in an American history class. It was conducted by history teacher Ron Jones. It took place at Cubberley High School in Palo Alto, California, in 1969. Jones, unable to explain to his students why non Nazi German citizens sat back and watched all the pain and suffering of the people around them he instead decided to show them the best way he could, actively showing them. Jones said that at first he concentrated on simple things such as discipline, Jones named the movement "The Third Wave," (third wave always hits the strongest) concluding children from all over the school got involved and wanted to understand more. It was also clear that they would rather e part of a group rather than the odd one out. It was later turned into a one of TV special, fictional novel and later a feature film.

http://www.youtube.com/watch?v=iM7zC6aS4pQ - an in depths exploration from the man himself

This can make it increasingly easier for marketers to appeal to people as when 2 or more in a group are in support of something the others will normally fall into line. although in a passive manner it only plays on human nature of belonging and therefore people find themselves desiring things they had at once never considered. As illustrated in the adverts above (it was easier in the coinciding blog) through aimed at a group of people or showing group dynamics it encourages you to discuss it with a friend or start a trend.

1 comment:

  1. You need to proof read this it is full of typos. That said it is interesting reading - partiuclarly the stuff on Ron Jones

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