The Hispanic Paradigm: to acculturate or not to acculturate?
- Submitted in partial fulfillment of the degree Master of Arts in Law and Diplomacy at the Fletcher School of Law and Diplomacy. Abstract: The aim of this thesis is to investigate the process of acculturation of minorities into American mainstream culture, providing a framework that analyzes the most important factors that influence the process of acculturation. The minority analyzed throughout the ... read moreresearch is the Hispanic community because of two main reasons. The first reason is the controversial arguments published recently by Samuel Huntington that alert that Hispanics, especially Mexican-Hispanics, do not acculturate into American culture, which could potentially fragment U.S. culture for the first time in its history. The second reason why I have decided to prove these factors of acculturation in Hispanics is because it is the largest minority in the United States since 2002, with the high probability of becoming the second largest concentration of Hispanics in the world in less than ten years and the eighth largest purchasing economy in the world, ahead of Canada by 2007. Once understood all the factors and differences that affect the acculturation of Hispanics, the ending chapter will be dedicated to understand the marketing implications derived from the emergence of this minority, understanding how to segment most efficiently and analyzing within each segment different consumer behaviors, media consumption and more efficient ways to target and understand this important and growing segment of the U.S. population.read less