Generation+Y+and+the+Impact+of+the+Information+Communication+Technology+and+the+resulting+Public+Health+Issues

Kate Lauren Annat Student Number: n7543174 Tutor: Sarah Jordan, Friday 9-10am, N417 = = **Assignment 3**

**Theoretical and Sociological Analysis of Public Health Issues**  **Discuss the impact of the information and communication technology on this generation. How have they been affected? How does this affect their social world? Has this affected their health?** **Cultural Artefact**

This cultural artefact was used in conjunction with an article about teenagers and their use of communication technology. It was used to depict this group’s addiction to their computers similar to that of a drug addict. It symbolizes teenagers’ frequent daily use of the internet and how they cannot go without their daily hit of online communication. Technology has been so deeply intertwined into their lives; it affects their social world with the use of social network sites as well as educational research and entertainment. This artefact was used to capture the obsession this cohort has with online activities.

**Public Health Issue** The artefact is a reflection of Generation Y’s current use of technology and how it is impacting their health as a result. Addiction is never a healthy attribute and it thus causes a series of other dilemmas that affect the state of the Generations health. The angle that will be presented identifies the excessive use this generation has with sedentary technological activities, how it affects them socially and emotionally and what results from this mode of communication. This artefact depicts the current state of mind of Gen Y and the literature review and cultural analysis discuss how this trend has occurred, what is happening as a result and how this health issue can addressed. The main cause for concern is that computer mediated communication is replacing an active lifestyle and is the main cause for increases in an overweight and obese population (WHO Australia, 2008).

**Literature Review** Generation Y is a part of an era that is grounded in communication technology. In order to discuss the current groups and social changes that influence generation Y’s use of information communication technology it is important to discuss how these behavioural changes initially emerged. Generational studies have identified that the Millenials have been raised in a child centred upbringing, receiving gratification for their needs (Na’ Desh, 2008; Fernandez, 2009; Strauss & Howe, 2006). These studies have then researched how this generation has been pushed to attend higher education. Now there are a higher proportion of individuals attending university, than previous generations, who are in an environment that propagates the use of social network sites (SNS) (PewResearch, 2010; Hargittai, 2007; Stefanone, 2011; Kujath, 2011; Kalpidou, 2011), with 84% of adolescents accessing the internet at university and 71% of those people online for private purposes (ABS, 2009).

PewResearch (2010) conducted a study that showed those who attended university were more likely to spend time on SNS for socialization (ABS, 2011), with a 71: 36% ratio to those who do not attend university. The current information communication technology reflects the Millenials mode of instant, asynchronous use of communication via mobiles, emailing and SNS (Westlake, 2008). In a survey called the ‘Net Generation Survey’, 97% of Generation X said they had computers and spend 3 hours a day online whereas Generation Y spent approximately 5 hours (Levickaite, 2010). Another interesting finding from the survey showed that Generation X felt it was important to have physical meetings with their internet associates whereas Generation Y preferred online contact with a lesser importance for physical meetings. ABS (2010) reported that there was an increase in use of the internet in teenagers compared to their younger counterparts and that this was attributable to sites like Myspace and Facebook. Central to this point the World Health Organisation (2008) report that these sedentary activities have replaced active leisure pursuits which are causing increases in obesity.

Other studies have researched why Millenials use technological communication (Hargittai, 2007; Danowski, 2008; Gangadharbatla, 2009; Stefanone, 2011; Kujath, 2011; Kalpidou, 2011; Gonzales, 2011). Sociologists are beginning to worry that the increased internet use will be detrimental to Generation Y’s socialization skills due to the differences in approaches adolescents use when online and offline (Westlake, 2008). Danowski (2008) reported that motivating factors for using Facebook were self enhancement and self esteem which resulted in risky self aggrandizing behaviour. Facebook use for Generation Y evokes objective self awareness which decrease self esteem, comparatively, the biased nature of the self enhanced portrayals resulted in increases of self esteem (Gonzales, 2011), as well as building social capital (Gangardharbalta, 2011). Self worth was also correlated to the use of SNS in which self expression was a key part to the online social environment; an avenue to enhance social presence and a desire for attention (Stefanone, 2011).

Alternative to this view it has also been reported that the use of SNS enhances relationships offline (Kujath, 2011), facilitates connections with peers at university (Kalpidou, 2011; Hargittai, 2011). These studies have discussed how SNS use at universities is a tool for developing and sustaining those participating in the university experience and that their offline identities in fact carried over their online behaviours (Hargittai, 2011). Students use this mode of communication as it is a cultural norm for their environment (PewResearch, 2010), and use it to quench their need to belong to a social group (Lenhart & Madden, 2007), which is has a large impact on university life. Online communication is used to talk to existing friends; students are socializing with others, like themselves, which causes a convergence of similar communication patterns (Hargittai, 2007). Kujath (2011) said that university Facebook users, 18-24 years, can use the site as an extension of face to face contact, however negative social effects occur with excessive use, such as self esteem (Kalpidou, 2011).

The methodologies of the current literature in the area of Generation Y and information communication technology primarily use online surveys with rating scales (Na’ Desh, 2008; Levickate, 2011; Kujath, 2011; Stefanone, 2011; Fernandez, 2009). Face to face surveys were conducted, which account for those without SNS, and include a larger population and tests for reactions to stimuli (Gonzales, 2011; Gangadharbatla, 2009; Hargittai, 2007; Kaplidou, 2011). Barkin (2010) used existing literature and case reports to predict Generation Y’s behaviour and Gangadharbatla (2009) used qualitative research to determine different ‘units of thought’ for SNS use. Demographical data was also used to correlate to the use of SNS (Kaplidou, 2011; Hargittai, 2007; Danowski, 2008; Fernandez, 2009). However a limitation to this form of study is that it only presents a correlational relationship rather than validating data for individual circumstances and preference for use for SNS; therefore a qualitative study should be performed to give indication to preference.

In terms of online survey and survey research a main limitation that presents itself is selection bias in which generalizability occurs from skewed data. In the research this has occurred from a small sample size, geographical locations, gender, culture, SNS site and work colleagues. Hargittai (2007) only accounted for user preferences for one SNS which is limiting as each site draws differences in reasons for its usage (Gangadharbatla, 2009). Another limiting factor was not controlling for gender (Kalipidou, 2011), as research has shown differences in SNS usage for males and females (Stefanone, 2011); this is also applicable to different cultures. Generalization occurs largely in research in terms of geographical location as a high proportion of studies has been performed in urbanised areas (Fernandez, 2009; Gonzales, 2011, Danowski, 2008), particularly in educational facilities or in business groups. There is often no accounting for rural areas which would present regional variations. This factor is also of importance in a global sense to measure its use amongst countries in which literature as only briefly touched on this aspect of differences of Generation Y as a global cohort. Finally other limitations included a small sample size (Kalipidou, 2011), online surveys not controlling for environmental variables and the use of existing literature to predict outcomes is not an evaluative from of study (Barkin, 2010).

**Cultural and Social analysis** A trend in using social networks sites (SNS) is thus identified with university attendance; therefore an analysis of different social theories will be proposed to understand why these behavioural changes have occurred. Firstly it would prove prudent to discuss a gratification perspective on this social trend as a result of the parenting they received. This assumes individuals use media to gratify immediate wants and needs with entertainment (Katz, Blumler & Gurevitch, 1973). Social networks are regarded as a mode of entertainment (Gangadharbatla, 2009; Ratten, 2010) that provides instant communication with friends and thus instant gratification, which motivates the use of SNS (Blumler & Katz, 1974; Na’ Desh, 2008). However this theory only suggests an internalised view of the current trend. Comparatively cultivation theory would suggest that this behaviour results from the cohort’s overexposure to SNS that it simply becomes normality in life (Gerbner, Gross, Morgan & Signorielli, 1994).

A final theory will be proposed that addresses both external and internal influences over Generation Y’s behaviour which correlates to the increased trend of sedentary recreation and thus the public health outcomes. Social Cognitive Theory (SCT) acknowledges that people are influenced by events and experiences (Compeau, Higgins & Huff, 1999) and that a person’s behaviour is a result of various environmental factors that influences what they learn. Individuals learn in ways that are impacted by their current and future behaviour (Kock, 2004) as well as group influences (Pincus, 2004). This theory correlates to the trends represented by the group behaviours of those who attend university which propagates SNS use (Hargittai, 2007; Kalpidou, 2011). SCT discusses how your social network influences the expectation they have about appropriate behaviours, for example the use of Facebook can be determined by your network of friends on the SNS, because, if your friends are using the site, this becomes an alternative to enhance friendship and communication (Gangadharbalta, 2009; Levickaite, 2010; Pucket, 2008; Stefanone, 2011). Therefore the more exposure a person has to witnessing the use of SNS the more likely they are to emulate the behaviour (McCormick & Martinko, 2004).

It is evident that generation Y’s behaviour is now largely revolving around sedentary activities and as a result public health experts need to explore how to asses this issue. The ABS (2010) reported over a 2 week period 83 % of adolescents participated in screen based activities and that 20 % had spend over 20 hours doing so. Other research found that 71% of adolescents utilized the internet for private purposes with 84 % as well accessing the internet from educational institutions (ABS, 2009). Numerous studies from both the World Health Organisation and the Australian Bureau of Statistics have made the conclusion that these sedentary activities are the key to the world wide trend in increases in childhood obesity (ABS, 2010; WHO Europe, 2006; WHO Australia, 2008). WHO Australia (2008) said that 18/20 deaths in Australia were a result from cardiovascular diseases and cancer; predominantly from lifestyle diseases. Barkin (2010) also recorded that two thirds of Millenial’s did not meet recommended guidelines for physical activity and comparatively one quarter of those had spent more hours per day on screen based activities. Research at the WHO recommends that health experts should focus on developing urban areas to create more accessible routes to sporting and recreational facilities as their research deduced that improved access to these places can create a 25% increase in people who regularly exercise (WHO Europe, 2006). Other options include improved access to public transport to recreation facilities, encourage cycling, highlighting health club’s and an increased health promotion in educational facilities.

**Analysis of Artefact and Learning Reflections** The presented artefact represents Generation Y’s current mind frame about the obsession that has formed with technological communication, especially with computers on social network sites. The artefact captures the level of addiction that I wanted to imply through the literature review. Without words it immediately implies that there is a problem with the addictive nature of how this cohort uses computers. Generation Y are spending excessive hours online which leads me to associate this behaviour as an addictive quality which is represented in the artefact. For myself personally I believe this artefact evokes the emotions that I wished to portray across throughout this assignment; these being obsession and addiction with the internet. Although some of the studies discuss how this form of communication is helpful to enhance relationships it also is the factor that has started the trend in increases in nationwide obesity. The artefact is being represented as the problem, therefore from the cultural analysis I have attempted to illustrate some solutions and reasons for this phenomena.

This assessment piece has allowed me to appreciate social theory and how it links to current and relevant public health issues. It has helped me to understand sociological and behavioural reasons for the trends that are occurring today in terms of technological use and Australia’s status as an overweight and obese nation. This piece has affected my future learning pattern as being in the field of health I can begin to tie in social theory to patterns and trends in society that public health experts will need to address. It has allowed me to observe things within my social world, and think critically about them in relation to broader population health and well-being.

**Learning and Relfection Task** **Reflection Task 1: Running like a girl: how equitable is the playing field?** First of all, I would like to commed you on your choice of cultural artefact as it represents girls on the playing field as a global issue by presenting different cultures worldwide that are affected by this public health issue. This artefact ties in beautifully with the following literature review. What I found impressive was the research you performed in finding women in top executive roles in the sports arena. I completely agree with your view, in saying, how can we expect to create an equitable playing field if we don’t have gender equality amongst the top roles that have the power to influence the necessary changes. I also am impressed with how you have addressed this issue in identifying the three structural features that lead to increases in adult women in sport. In your social and cultural analysis i appreciate the depth of understanding of the topic in discussing how this trend has emerged into the behaviours we are witnessing today by using feminist theory and conflict theory. Your final paragraph is also interesting as it casts a light on other inequitable aspects of sports with gender stereotypes which leaves food for thought for future research.

**Reflection Task 2: Don't break a sweat girl, you'll bring attention to yourself!** Great artefact! It 100% captured the essence of the current problem with girls and the image of beauty the media creates. It reflects the unhealthy, quick fix, scheme that advertisements attempt to impose onto our female youth to stereotype their notion of what is beautiful. This advertisement represents a solid awareness campaign of the issue and how it should be addressed with a parent’s role. Your comparison of men and women in the media for sport is effective in showing the inequalities as well as the sexualisation of women in used to increase attention. I like how you point out that women in the media are classified as ‘sex goddesses’ and that as role models they are promoting the ideal that women have to be sexy to be successful in sport. In your cultural analysis your view of women in advertisements in low energy, non sweaty roles is a good reflection of the stereotypes society has placed on women. Finally I appreciate how you tie your analysis in with readdressing the role of body image in order to promote women’s role in sport.

**References** Australian Bureau of Statistics & World Health Organisation. (2010). Perspectives in Sport and screen based activities. Australian Government

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