by Rachel Blackburn and Chelsea West

Abstract 

The cultural affinity theory is a term to describe the phenomenon that individuals are attracted, feel more connected to, and pull towards media that depicts, showcases, or identifies with the same culture as the consumer. Public relations professionals can use this theory in order to target specific publics of a specific culture. 

Introduction

Cultural Affinity can be seen everywhere. It can be seen in real estate, geography, and even tourism. When it comes to communications, it is important that public relations professionals understand this theory in order to convey messages to their desired publics. This discussion of the cultural affinity will look at and break down what the theory is, how it exists in the world, and how it applies to public relations. Many public relations specialists are already using cultural affinity in their tactics without even realizing it while some are using it to their advantage. If cultural affinity were more understood, analyzed, and used, public relations practitioners are able to target specific publics that were not targeted before. 

The Theory

When someone has an affinity for something, it means that they have a natural attraction or talent to it. This has been used to describe the level of  talent people have for certain activities, or a natural curiosity and grasp of a certain subject. In the case of cultural affinity, it means that someone has a subconscious attraction or pull toward a certain culture. When something or someone is of the same background as the person perceiving the media, it is more likely to receive a positive reaction than something from a different or foreign background. 

When applied to communications, this means that people are more likely to respond positively to a message if the campaign comes from people or values that the viewer perceives as being similar to their own background or culture. Likewise, someone is likely to disengage or respond negatively to something that they perceive as coming from a different background or culture. 

Historically, cultural affinity is studied in terms of the discrimination that it can cause. The effect of cultural affinity has been seen across all different types of business and activities. In situations such as college admissions, mortgage lending, and even applying for jobs, cultural affinity leads to disadvantage to those who come from a different cultural background than the person that they are seeking something from. 

Since the United States’ population is majority caucasian, it has been common for minority groups to be overlooked as target publics. Because of this, it is easy for places of business and media to become whitewashed. This is why diversity in the workplace, admissions boards, and in media have become a matter of importance in recent years – once someone is able to recognize their inherent bias in cultural affinity, they can surround themselves with people of different backgrounds in an attempt to level the playing field. 

In terms of communications, cultural affinity can be used effectively when trying to target members of certain demographics. Creating messages that share the same cultural values as the audience that is trying to be reached can result in favorability toward the campaign. People have inherent cultural affinity to their own culture, and oftentimes this bias is present without the average individual realizing it. However, in some public relations campaigns cultural affinity is used to its full potential. 

In Prego’s #LoveTheSplatter 2017 campaign, the company created commercials which showcased multiple families each of different ethnicities. One commercial in particular showcases a Filipino family at the dinner table. One member of the family has brought her boyfriend, who is caucasion, to the dinner. While the family enjoys the food and expresses it in Tagalog saying “sarap” which translates to “delicious” the girlfriend asks her family to speak in English so that her boyfriend can understand. One family member asks in English if she and her boyfriend will get married thus ending the commercial with a laugh. 

This commercial is a great example of cultural affinity. Not only does it show that the Italian pasta sauce is loved by people of different backgrounds, but it also targets Filipino communities around the United States but largely in western states like California and Nevada. The next time they go to a grocery store, people who identify as Filipino will be more likely to pick up a jar of Prego’s spaghetti sauce. 

In 2019, a viral Gillette commercial tackles the concept of toxic masculinity. The company’s campaign challenged men to be the best that they can be by not conforming to the traditional idea of masculinity. This ad uses cultural affinity in a different light than in the Prego commercial. Gillette’s target public are not those who identify with a specific cultural background, but those who subscribe to the notion that traditional masculinity is bad and must be changed. The shaving company is using a belief to promote their brand. This ad is a great example that cultural affinity does not necessarily need to be about culture that is seen but rather a belief or value.

Conclusion

Cultural affinity causes people to be favorable of things and people that share the same cultural values that they do. Historically, inherent biases and privileges have caused problems for those who are in minority groups. When applied in communications, this theory can be used as an effective strategy to target specific demographics with a message. If a communications campaign is shaped to share the same values as people within the culture they are trying to reach, then cultural affinity can be used to make people engage with the message. 

 

Works Cited

Bostic, Raphael, et al. A Test of Cultural Affinity in Home Mortgage Lending. 2002, lusk.usc.edu/sites/default/files/working_papers/wp_2002-1006.pdf.

Fourie, Johan, and María Santana-Gallego. “Ethnic Reunion and Cultural Affinity.” Tourism Management, Pergamon, 30 Oct. 2012, www.sciencedirect.com/science/article/pii/S0261517712001823.

“Prego: Boyfriend Meets the Family – Love the Splatter Commercial.” YouTube, Pregp, 2017, www.youtube.com/watch?v=APJzO7bbO6E.

“We Believe: The Best Men Can Be.” YouTube, Gillette, 2019, www.youtube.com/watch?v=koPmuEyP3a0.