- Paperback: 256 pages
- Publisher: Penguin Canada; 1 edition (Jan 19 1998)
- Language: English
- ISBN-10: 0140261028
- ISBN-13: 978-0140261028
- Product Dimensions: 20.8 x 14 x 1.5 cm
- Shipping Weight: 204 g
- Average Customer Review: 3.5 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: #418,333 in Books (See Top 100 in Books)
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Product Details |
Product Description
Book Description
When pollster Michael Adams was growing up, Canada was "a place where leaders led and followers followed, where there was a place for everyone and everyone knew their place."Canadians were categorized by who their parents were, their religion, their age, gender, and family status, and by their race or ethnic background. But now, as we head into the 21st century, Canada is in the midst of a revolution. Institutions like the university, the church, the professions, and the nation-state have less relevance. Technology, feminism, mass media, and globalization come together to startling effect, with contemporary society unfolding largely independent of demographics. As Canadians eschew the societally imposed stereotypes of the past, psychographic trends eclipse the established categories of demography. Sex in the Snow sketches, in broad, bold strokes, the new psychological landscape of our country.
By identifying eighty motivators propelling individuals, Adams and his colleagues at Environics have divided the population into twelve "values tribes"that create a surprising and refreshing view of Canadians. Looking at where Quebec falls on the psychographic map, what differentiates us from Americans, the influence of the Internet and what's happening in the gender wars, Adams offers his view of Canada's evolution from an industrial nation-state to a postindustrial, postmodern community. He shows how the new postures of Canadians have been shaped by three major quests: for personal autonomy, for pleasure, and for spiritual fulfillment. It is this juxtaposition—the new experiential hedonism combined with the stoic drive for survival that characterized Canadian values in the past—that inspired the book's title.
In this daring new analysis, Michael Adams reveals Canadians as they are and as they will be. Fresh, stimulating and controversial, Sex in the Snow gives us a new lexicon, an intriguing portrait of a nation's values, and a challenging response to the question What Is a Canadian?
About the Author
Michael Adams is president of the Environics group of marketing research and communications consulting companies with offices in the United States and Canada. He has written three bestselling books, including Fire and Ice: The United States, Canada and the Myth of Converging Values, which won the prestigious 2004 Donner Prize for the best book on public policy in Canada.
Inside This Book
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Most helpful customer reviews
7 of 7 people found the following review helpful
3.0 out of 5 stars
An Interesting Look at Societal Change,
By
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
A book about the demographics of Canadians? Although the title doesn't immediately suggest it, that is what Sex in the Snow is all about. Michael Adams has delineated the divisions of modern Canadian society into three generational groups and a dozen "social values tribes." What makes the book especially interesting is the way he highlights connections and tensions between the various tribes and then extrapolates what it all means to Canadian society. The central message is that "demography is no longer destiny," that the contribution/influence of any group or tribe is not intrinsically tied to their numbers, and that self-determination and self-identification plays a powerful role in constructing society. Although the thrust of the book is Canadian demographics, those south of the border will find the comparison between Canadians and their counterparts in the U.S. quite enlightening, too.
1 of 1 people found the following review helpful
4.0 out of 5 stars
More than a provocative title!,
By Mary Charleson "Marketing educator, speaker, ... (British Columbia) - See all my reviews (REAL NAME)
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
Beyond its provocative title (I had a hard time leaving it on the coffee table when my American Mother in law was coming to visit), Adams serves up some great insights. There are many students of demography these days, forecasting into the future and making predictions, but Adams approaches the topic from a unique direction. Segmenting Canadians into "tribes," essentially groups with common social values that defy traditional age and income divisions, he presents a unique look at what makes certain groups of society tick. I would highly recommend this book to any student of marketing. It gives brilliant insight into segmentation of markets in Canada.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
3.0 out of 5 stars (1 customer review) 13 of 13 people found the following review helpful
3.0 out of 5 stars
An Interesting Look at Societal Change,
By T. C. Ross - Published on Amazon.com
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
A book about the demographics of Canadians? Although the title doesn't immediately suggest it, that is what Sex in the Snow is all about. Michael Adams has delineated the divisions of modern Canadian society into three generational groups and a dozen "social values tribes." What makes the book especially interesting is the way he highlights connections and tensions between the various tribes and then extrapolates what it all means to Canadian society. The central message is that "demography is no longer destiny," that the contribution/influence of any group or tribe is not intrinsically tied to their numbers, and that self-determination and self-identification plays a powerful role in constructing society. Although the thrust of the book is Canadian demographics, those south of the border will find the comparison between Canadians and their counterparts in the U.S. quite enlightening, too.
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