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Subculture: each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions: many subcultures make up important market segments, and the marketers often design products and marketing programs tailored to their needs. Social classes are relatively homogenous and enduring divisions in a society which are ordered and whose members share similar values, interests, and behaviour. Social classes have the following characteristics:
a. Persons within a given social class to behave more alike.
b. Social classes are hierarchical.
c. Social classes are not measured by a single variable but it is measured by a weighted function of one's occupation, income, wealth, education, status, prestige, etc.
d. Social class is continuous rather than concrete with the individuals able to move into a higher social class or drop into a lower class.
WILBUR SCHRAMM'S MODAL A well-known communication expert gives a important contribution in the field of communication. He customized the Shannon & Weaver's Model of communic
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