Going Mainstream—What Does It Truly Mean Anyway?

Abstract

Our focus is the poorly defined notion of mainstream. Mainstream is a commonly used word in both the lay and scientific literature but one that most people find difficult to define. Using experimental design of ideas (IdeaMap®.Net), we looked at how combinations of phrases fit the notion of mainstream. Experimental design forces the respondent to evaluate “mainstream” as an intuitive percept, rather than intellectualizing their answer. The data showed the part-worth contribution of each of 36 phrases about mainstream to the general concept of mainstream. Knowing how each specific phrase drives the perception of mainstream provides a glimpse into the respondent's mind.

Keywords:

• ethnic
• mainstream
• majority-minority
• IdeaMap®.Net
• conjoint analysis

Acknowledgments

The authors are sincerely grateful to the staff of Moskowitz Jacobs, Inc., particularly David Moskowitz and Barbara Itty, for their generous cooperation and contribution to this project. Sincere thanks also go to Ryan Bruno at the University of Hawaii at Manoa for his tireless assistance with whatever we needed.