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Asian American

Asian American

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Asian American

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  1. ASIAN AMERICAN 2.0 MAP STORY OF A GENERATION

  2. who are they?

  3. Asian American 2.0 According to Census, 2nd generation Asian Americans refers to the U.S.-born children of foreign-born parents.

  4. Asian American 1.5 1.5th generation Asian Americans refer to people immigrate to a new country before or during their early teens.

  5. Asian American 1.0 1st generation Asian Americans refer to people who were foreign born.

  6. geographical pockets

  7. Acculturation Levels Asianicity Index • A blend of ethnicity, immigration and language factors. • Based on level of assimilation to the American culture. These segments incorporate • Language • Spatial population density • How recently immigration to the U.S. took place Makes it possible to predict response or behavior relative to marketing or social outreach endeavors.

  8. Acculturation Levels GeoScapes

  9. Asian American Acculturation Levels Full chart 19% 18% 21% 17% 13% 20% 13% 12% 34% 32%

  10. Asian American Acculturation Levels

  11. Chinese American Acculturation Levels Full chart 19% 17% 20% 12% 32%

  12. Korean American Acculturation Levels Full chart 27% 14% 21% 30% 9%

  13. Indian American Acculturation Levels Full chart 17% 13% 12% 18% 41%

  14. buying power

  15. Asian Median Income Native-born $67,400 $50,000 $50,000 $40,000 U.S. Average Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  16. 42% 31% vs. Foreign-born Native-born EARN$50,000OR MORE Source: The Asian Population: 2010 Census Briefs

  17. Media Habit

  18. #helpingJanet Project

  19. A grassroot initiative to help Janet find a bone marrow match to cure her cancer. • Campaign upsizes to an inspiring nationwide movement calling Asian Americans to register to save lives. • The campaign received amplified support from the Asian American community. Social Media plays a prominent role.

  20. Trends& Values

  21. “the typical pattern has been that over time the children of immigrants surpasses the immigrant generation in key measures of socio-economic well-being and assimilation, such as household income, educational attainment and English fluency.” Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  22. Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  23. On the other hand… 14% Only 14% of 2nd Asian Americans say that they’re able to carry a conversation in their ancestral language well. Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  24. Median Age 44 44 30 Foreign-born Native-born Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  25. Priscilla Chan joined 37% of all recent Asian American brides who wed non-Asian grooms. Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  26. In fact, Asians are the most likely to “marry out” among all races. Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  27. theidentityperception

  28. 65% feel like a typical American Asian American label doesn’t stick. Most identify more with country of origin. Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

  29. Paper Tigers – Asian Like Me . Wesley Yang. New York Magazine

  30. What happens to all the Asian American overachievers when the test-taking ends? Paper Tigers – Asian Like Me . Wesley Yang. New York Magazine

  31. The Bamboo Ceiling • an invisible barrier that maintains a pyramidal racial structure throughout corporate America, with lots of Asians at junior levels, quite a few in middle management, and virtually none in the higher reaches of leadership. Paper Tigers – Asian Like Me . Wesley Yang. New York Magazine

  32. The Bamboo Ceiling • an argument on Asian cultural upbringing? • “It’s racist to think that any given Asian individual is unlikely to be creative or risk-taking.” • “It’s simple cultural observation to say that a group whose education has historically focused on rote memorization and “pumping the iron of math” is, on aggregate, unlikely to yield many people inclined to challenge authority or break with inherited ways of doing things.” Paper Tigers – Asian Like Me . Wesley Yang. New York Magazine

  33. Asian / Youtube Celebrities TWO TRENDS

  34. Those utilize racial humor Those are just simply Asian by race KEVJUMBA WONG FU NIGAHIGA MARGARET CHO RUSSELL PETERS KINA GRANNIS HARRY SHUM JR. JENNA USHKOWITZ KUNAL NAYYAR HAROLD & KUMAR

  35. Level 1 COMFORT Level 2 INDIVIDUALITY

  36. WHY?

  37. ASIAN AMERICANS 2.0 SEEK WHAT’S LACKING IN MAINSTREAM MEDIA = INNOVATIVE PLATFORM

  38. On ‘what does it mean to be Asian American?’

  39. A new wave of successful Asian Americans NO MORE MR. RICE GUY

  40. A new wave of successful Asian Americans CUNGle UFC fighter Vietnamese American Kickboxer World champion JEREMYlin NBA player #linsanity Taiwanese American AMYchua Author Professor at Yale University Battle Hymn of the Tiger Mother SANJAYgupta CNN Journalist Neurosurgeon Indian American

  41. A new wave of successful Asian Americans FAREAST movement Hip hop group “Like a G6” Asian American AZIZ ansari Comedian Parks and Recreation Indian American BRUNO mars Singer-songwriter #1 singles #3 album JENNA ushkowitz Broadway singer Television actress Glee series

  42. communicationstrategy

  43. They grew up with these racially-inflicted, negative, entrenched, stereotypical portrayals on mainstream media. Model minority Submissive Meek Passive Servile ‘Uncool’ No back-bone Broken English Math nerds “Yellow Uncle Tom” Kungfu master Devoid of individuality ……………

  44. CULTURE CODE of 2nd generation Asian Americans DEFYING STEREOTYPES

  45. Communication Strategy NON-STEREOTYPICAL PRIDE EmPowerment It’s cool to be Asian

  46. Examples INTEL ROCK STAR

  47. Examples HONDA CHINESE COUPLE

  48. What have we actually learned?

  49. Appendix

  50. Asian Population Immigration News Source: Pew Research Center analysis of 2010 American Community Survey, Integrated Public Use Microdata Sample (IPUMS) files PEW RESEARCH CENTER

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