Starcom：2023美国中产阶级现状分析报告：“神话（myth）”的构成要素（第二章）（英文版）（23页）.pdf

1、Issue#007Summer 2023Middle ClassThe AmericanChapter 2Elements of theMyth“Middle class is more a promise than reality.”-Pew ResearchBackgroundPreviously on The American Middle Class.In the first installment,we explored how culturenot incomehas been the most useful way to understand the middle class.3

2、The ShrinkingClass4The Real MiddleClass5BrandOutlook2Elements of the MythComponents of how weve culturally defined the middle class through decades of the family sitcom.We validated this through a 1400-person survey,interviews,social listening and a host of external data sources.The result sheds lig

3、ht on the fact that income can be totally inadequate and even misleading when it comes to targeting people for products and services.Today on The American Middle Class.Weve built our cultural definition over eighty years of pop culture and media.This definition is made up of several assumptions abou

4、t the middle class that collectively make up a middle class myth.We assume theyre hard-working,moral and the backbone of American culture.In this chapter,we explore:The elements that make up this mythHow pop culture reinforces themHow these elements have always been less realistic and more aspiratio

5、nalHow the middle class today stacks up against these elementsWhat brands can do to bring media closer to reality1Defining theMiddle ClassTakeawayMedia and marketers have had a leading role in shaping not just who we think the middle class is,but what we think they stand forOverviewThe many ways,bot

6、h economic and cultural,we define the middle class,and a historical look at where weve landedELEMENTS OF THE MYTH|3THE AMERICAN MIDDLE CLASSTHE AMERICAN MIDDLE CLASSFamily Ties.The Partridge Family.All in the Family.Family Matters.The Family Guy.TV sure loves its middle class families.But what does