| MUMBAI:
A new study on the cultural influence of Asian American youth released by New
American Dimensions and interTrend Communications reveals that Asian American
youth are increasingly generating some of the key trends in pop culture being
embraced by the rest of mainstream American youth culture. According to results of
the study Made in America: Asian American Teens and Echo Boomers, Asian
American young people are likely to see themselves as trendsetters in three distinct
cultural categories -- technology and gadgetry, anime (manga) and video-gaming.
In the study, 62 per cent of respondents were US-born and 38 per cent
were born outside the U.S. Differences emerged between both groups in their involvement
in trends within popular culture. Among the major findings identified by
the study are:
*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 US marketplace. Close to 80 per cent of respondents
identify "technology/gadgets" and "anime/manga" as the top
two areas where Asian Americans are influencing
trends, while 72 per cent
of respondents cite video gaming as the third major area. Other areas Asian
American youth cite a high degree of influence is in "food and culinary arts"
and the visual arts. *Hip Hop and Alternative music are the dominant musical
genres favoured among US -born Asian American youth. A diverse array of musical
genres forms the listening habits of Asian youth -- but with distinct differences
according to their acculturation levels and generation.
While first-generation
(born outside the US) respondents preferred 'Pop/Top 40' music, second-generation
Asian Americans (US born) exhibited a strong preference for Hip Hop and alternative
music. Among the latter, 62 per cent of respondents identify Hip Hop/Rap as their
favourite music genre, followed by 51 per cent who favour "Alternative /
Indie" music. *Asian American youth are more likely to identify and
seek out trends through word-of-mouth messaging than through any other media channel
or network. This is particularly true for second-generation Asian Americans who
indicate they are twice as likely as their first generation counterparts to learn
about trends via word of mouth. Among the first-generation cohort, television
holds the greatest influence in helping them learn about new trends according
to the survey. New American Dimensions
principal and co-founder Thomas Tseng says, "It is 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 US and
is embraced today by millions of American kids across the colour spectrum. "As
ambassadors and curators of this subculture, Asian American youth really shape
the contours of this space and spread it to the rest of their peers." | 
