This morning, PSFK highlighted a press release about some interesting research conducted by New American Dimensions and interTrend Communications, Inc that suggests that Asian American youth may be the next major American trendsetters. They have already gained tremendous influence over American culture in several niche areas, and PSFK suggests that they may shape American culture as powerfully as Hip-Hop did in the 80s and 90s.
The research surveyed 538 Asian American teens and Echo Boomers (1979 to present) in Los Angeles, San Francisco, and New York. Highlights from the press release include:
- Respondents identify (1) technology/gadgetry, (2) anime/manga, and (3) video-gaming as the top three primary areas of popular culture where they are driving overall trends in the U.S. marketplace.
- “It’s not completely surprising that Asian Americans wield a tremendous influence in areas like video-gaming and manga. Anime and Manga constitute a growing $4 billion business in the U.S. and is embraced today by millions of American kids across the color spectrum.”
- Thomas Tseng :: Principal & Co-Founder :: New American Dimensions - “Whereas many second-generation Hispanic kids often exhibit their pride through their language and culture, Asian American youth seem to assert their pride in how they are shaping mainstream American culture.”
- David Morse ::Â President :: New American Dimensions
Not every trend will revolutionize a nation. Many trends are passing fads. However, it is important that churches are aware of who the nation’s trendsetters are and who the trendsetters of their community are. It is important to be aware of trends and the ways they are changing culture. Effectively reaching people requires understanding their culture. This may mean that your church may have to make some changes as the cultures that you want to reach begin to change.
Happy trend hunting!
This is really interesting. But, it makes me wonder how much of this should influence the church. The church should know the culture of the people in order to reach them. But, is it about the video games, comics, and other pop culture items or should the church reach out in the pain these people have being a society ripe with personal and emotional pain from the divorce, distant parents, a society where people aren’t embracing friends, and other things that cause us pain?
Matt,
At face value, video games, comics, and other pop culture seem quite trivial. However, on deeper levels these seemingly trivial things can shape the personal and emotional factors that as you mentioned are so important to reach. For example, the entertainment industry’s tendency to push the envelope has changed the culture of America to be much more accepting of and comfortable with homosexuality because American culture has become familiar with it now. Also, consider how spring break has dramatically changed from what it was two decades ago. Those who have the power to set trends can drastically alter a nation’s culture. This change can present new issues for the church. I am sure that the ever increasing violence and realism in video games is changing the behavior of those who play them (at least to some degree).
This is where it gets complex. It is hard to forecast how culture will change, but it does. Each generation is different because it has culturally changed from the last. Watching trends will not make or break a church, but if you do it right, it can make your church more successful.
-Kent