Contemporary Approaches to the Study of Ethnic Identity

Based on the analysis of contemporary theoretical and practical research in the fields of social philosophy, sociology and social psychology, the author considers trends related to the interpretation of the phenomenon of ethnic identity. A multiple interpretation of this phenomenon is described, which allows us to study its different forms and degrees of manifestation. Network social media, multi-ethnic urban environment and processes in non-systemic politics are considered as socio-cultural factors that influence the transformation of the phenomenon under consideration. It is concluded that the process of ethnic identification cannot be further unambiguously identified with a scale directed from the zero state (identity is not formed) to the positive pole (identity is formed and expressed). Instead of this onedimensional interpretation, a metaphor of space, which includes different forms and degrees of expression of ethnic identity, is proposed.

Cooperative Militarization

In 1951, six years after the United States defeated Japan and commenced the Occupation of Okinawa, the U.S. Civil Administration of the Ryukyus (USCAR) issued an ordinance in support of agricultural cooperatives. Despite the appearance of altruism, the move marked the emergence of the U.S. anticolonial empire, a form that advocated racial and ethnic self-determination even as it expanded the U.S. military presence. This article shows how U.S. policymakers in Okinawa borrowed from modernization theory to implement models to foster ethnic identification through economic development. Their plans sought to render the United States an ally to Okinawa freedom despite the devastating effects militarism had on the local landscape. Specifically, military plans posited frameworks like the Okinawan economy, which strategically turned the military into a partner without whom Okinawa could not modernize. The article further focuses on agriculture, an arena where the contradictions of the U.S. Occupation was most acute. It argues that rehabilitating the local cooperative network drew Okinawans into the military project, not only to paper over the U.S. colonial presence, but also to further the reach of military discipline.

ETHNICITY AS A DYNAMIC CHARACTERISTIC OF CHUVASH IDENTITY

Modern processes of the evolution of ethnic identification of different nations require a constant search for new approaches to the explanation of emerging phenomena. The primordialist approach to the study of ethnicity, which is classical in Russian sociology, cannot explain many of the processes occurring within ethnic groups. One such group is the Chuvash people, whose ethnic identification has undergone significant changes since the late nineteenth century, associated with changes in writing, urbanization, and the emergence of their own political institutions. It is a constructivist approach to the study of ethnicity, which emphasizes the consideration of the dynamics of ethnic processes and their historical evolution, is appropriate which will help to explain this changes. The Chuvash people in this case represent a unique object for study. As the largest predominantly orthodox Turkic ethnic group, it differs greatly from its neighbors. The study of the ethnic identification of the Chuvash people from the perspective of the constructivist approach to ethnicity should be given closer attention, in order to solve the problems faced by the scientific community.

Language, Ethnicity, and Separatism: Survey Results from Two Post-Soviet Regions

Scholars often use language to proxy ethnic identity in studies of conflict and separatism. This conflation of language and ethnicity is misleading: language can cut across ethnic divides and itself has a strong link to identity and social mobility. Language can therefore influence political preferences independently of ethnicity. Results from an original survey of two post-Soviet regions support these claims. Statistical analyses demonstrate that individuals fluent in a peripheral lingua franca are more likely to support separatism than those who are not, while individuals fluent in the language of the central state are less likely to support separatist outcomes. Moreover, linguistic fluency shows a stronger relationship with support for separatism than ethnic identification. These results provide strong evidence that scholars should disaggregate language and ethnic identity in their analyses: language can be more salient for political preferences than ethnicity, and the most salient languages may not even be ethnic.

Perceptions of authenticity towards Māori Branding: Congruence as determinator?

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values. In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA. The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

Perceptions of authenticity towards Māori Branding: Congruence as determinator?

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values. In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA. The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

Slovene Immigrants and their Descendants in North America: Faces of Identity

The monograph consists of two complementary parts: the first presents the author's research on Slovene American and Canadian communities, the second narratives by the immigrants and their descendants themselves. Language use and attitudes of Slovene Americans and Canadians as well as the relationship between their sense of ethnic identity and the degree of mother tongue maintenance is examined. A rapid shift from Slovene to English is observed across generations. Language choice both on individual and community levels is explained within the Communication Accommodation theory (Giles and Ogay 2007). Despite the relatively high symbolic value that the participants attribute to Slovene, it is not central to their ethnicity. The most important ethnic identification factor is culture in its broadest sense (from customs to sense of belonging). The majority feels more bicultural than bilingual, American and Canadian, but also Slovene, which they perceive as a source of pride and an enrichment of their lives.

Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

<p>Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects of consumer ethnic identification and acculturation on product purchase intention in the context of Asian identifying consumers in New Zealand. This thesis further explored the impact of attitude toward targeted advertisements in the context of ethnic targeting towards Asian identifying consumers. The findings of this study suggest that the use of Asian models in ads may enhance purchase intention of advertised products among consumers who strongly identify as ethnically Asian, as well as among Asian identifying consumers who have not acculturated strongly to New Zealand culture. This study further found that, where consumers are aware of being personally targeted based on demographic information, consumer purchase intention regarding advertised products may be significantly positively influenced by their attitude towards the practice of targeted advertising itself. These results carry several implications, both practical and theoretical. Specifically, these results may suggest that marketing managers in countries with large (though still in the minority) Asian consumer populations may benefit greatly from engaging in targeted ethnic advertising towards this demographic. Furthermore, the integration of the three theories used into a novel conceptual model represents a potential use in future similar studies.</p>

Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

<p>Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects of consumer ethnic identification and acculturation on product purchase intention in the context of Asian identifying consumers in New Zealand. This thesis further explored the impact of attitude toward targeted advertisements in the context of ethnic targeting towards Asian identifying consumers. The findings of this study suggest that the use of Asian models in ads may enhance purchase intention of advertised products among consumers who strongly identify as ethnically Asian, as well as among Asian identifying consumers who have not acculturated strongly to New Zealand culture. This study further found that, where consumers are aware of being personally targeted based on demographic information, consumer purchase intention regarding advertised products may be significantly positively influenced by their attitude towards the practice of targeted advertising itself. These results carry several implications, both practical and theoretical. Specifically, these results may suggest that marketing managers in countries with large (though still in the minority) Asian consumer populations may benefit greatly from engaging in targeted ethnic advertising towards this demographic. Furthermore, the integration of the three theories used into a novel conceptual model represents a potential use in future similar studies.</p>

Ethnic identity: peculiarities of interaction between family values and multi-ethnic student environment through the example of Dagestani students

This study focused on the issue of ethnic identity of students as a process of interaction between the family upbringing values and multi-ethnic university environment on the example of Daghestani students of Moscow universities. The central study objective was to determine the effect of family values on the formation of national identity in students, as well as to identify whether there are any statistical differences in these terms between males and females. A total study sample included 214 Daghestani students from 15 Moscow universities distributed into two groups: experimental one (composed of Dagestanis) and control (multi-ethnic group). The research participants were asked to specify their national identity and assess the use of their mother tongue as an identifier. The null hypothesis of this study suggested that there are no significant differences between the assessments of Dagestani males and females towards traditional family values and no significant differences in ethnic identification between students of the experimental and control groups. The groups were compared based on the results of Pearson’s chi-squared test and Pearson’s correlation coefficient calculation. As a consequence, the null hypothesis was confirmed only for the students of the 4th and 5th study years. The practical value of the collected findings resides in their possibility to be used to address psychological problems in multi-ethnic student groups and create optimal conditions for personal development and ethnic identification of students.