I+want+an+iPhone!++Individualism,+Consumerism,+Technology+and+Gen+Y's+Mental+Health

Name: Marita O'Sullivan Student No.: n7204094 Tutor: Jacinda Wilson

"No man is an island entire of itself; every man is a piece of the continent, a part of the main...” John Donne, 1624.

The effects of increased individualism and consumerism upon the mental health of Generation Y.
 * Topic**


 * Artefact: I want an iPhone!** Viewer discretion is advised. Watch until 2.18 minutes.

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The above artefact is a Youtube clip depicting an animated conversation between a salesperson and customer. The customer consistently expresses her desire to purchase an iPhone, despite the salesperson suggesting that she consider purchasing a product that is supposedly (and exaggerated to be) far superior. The iPhone, a smartphone introduced by Apple Inc. in 2007 and released in Australia in 2008, has become such a popular item due to its sleek design, WiFi and Bluetooth connections, ability to use as a GPS, MP3, camera and video camera, storage space and an innovative range of applications. New and improved models have since been continuously released.


 * Public Health Issue**

Generation Y are more prone to mental health problems than any other generation in Australia (ABS, 2008). According to Professor McGorry of Orygen Research Centre (2007) mental disorders “account for around 50% of the total disease burden of young people.” He also predicts that by the time they reach twenty-five, one in three adolescents will have developed a mental disorder and thus mental health has become a public health priority. The National Mental Health Reform aims to improve the mental health of Australians by providing better care for those with severe mental illness, improving the deliverance, quality and accountability of mental health care services and interventions and encouraging social and economic involvement for people suffering a mental illness (AGDHE, 2011). Focusing attention on these key areas will not however effectively assist in preventing mental illness as they do not take into account the sociocultural factors, such as consumerism and individualism, which contribute to the high incidence of mental health problems experienced by this generation.


 * Literature Review**

Generation Y are the children of the baby boomers and, born between 1982 and 2000, are now either in their adolescence or twenties (McCrindle, date unknown). This generation has been shaped by an emphasis on education and higher than ever levels of parental protection, however they are highly competitive and feel pressure to broaden their horizons and expand their resumes which may be causing anxiety to be a major mental health problem (Howe,2005). Younger generations, specifically Generation Y, are becoming increasingly individualistic. Western society is already highly individualistic, emphasising the importance of nuclear family structure, pride, autonomy and competition and valuing self-reliance and independence. The increase in individualism has been influenced by decreased value being placed upon moral obligations, sacrifice and respectability and increased value being placed upon self expression, pleasure, freedom, democracy, women’s rights and pluralism. Other influences upon individualism include changed family values, work ethic and technology ( Scott, Ciarrochi & Deane, 2004).

Generation Y have been targeted by advertising since birth and as a result are highly consumerist. As they are young the majority of generation Y have few financial commitments and therefore have a strong focus on lifestyle (ThinkEvans Pty Ltd, 2010). Abela (2006) conducted a review of research on consumerism and materialism and found sufficient evidence to conclude that a high focus on material values directly correlates with reduced personal well being. However, these findings may have been affected by underreporting of materialistic values due to the negative social connotations surrounding materialism. Materialist values greatly promote individualistic orientation over collectivist values (for example family and religion) which negatively impacts upon mental health (Burroughs & Rindfleish, 2002). The lives of Gen Y revolve around technology and according to Krayewski (2009) ninety percent of Gen Y owns a personal computer and more time is spent online than watching television. Generation Y are more tolerant, culturally diverse and technologically savvy than previous generations however it also appears that they are the loneliest, a large contributing factor to the great incidence of mental health problems (Griffin, 2011).

According to the Australian Government Department of Health and Ageing (2011) mental illness is the “single largest cause of disability in Australia.” The 2007 National Survey of Mental Health and Wellbeing found that a quarter of Australians aged sixteen to twenty-four were experiencing a mental disorder and at least 160 000 are living with depression. The most common mental illnesses experienced were found to be anxiety, affective disorders and substance use disorders. The highest rates for mental illness were amongst women aged sixteen to twenty-four with thirty percent reporting the experience of a mental illness twelve months prior to the survey. Twenty-three percent of men aged between sixteen and thirty-four years also reported a mental illness. The incidence of mental illness in all older age groups was lower. Low-socio economic status, living alone, unemployment, having ever been homeless or incarcerated and being a single parent were all determined as risk factors for mental illness (ABS, 2008). The National Mental Health Survey was conducted with a random selection of participants between the ages of sixteen and eighty-five from all socio-economic backgrounds, however very remote areas were excluded. Unfortunately the survey only had a response rate of sixty percent possibly as a result of population characteristics (ABS, 2008). It is estimated that the incidence of mental illness may be highly underreported.

Other findings of the 2007 National Survey of Mental Health were that one in three people with no family to rely on had a mental disorder, compared to one in six people with at least three family members to rely on. In relation to this, a quarter of people with no friends to rely on had a mental disorder, compared to eighteen percent of people with three or more friends to rely on or confide in. The survey also found that those aged between sixteen and twenty-four were less likely to seek help compared to those in older age groups. According to Reavle, Cvetkovski, Jorm and Lubman (2010) this is likely to be due to young peoples’ higher rates of substance use disorders, particularly in young men. Alcohol abuse was recorded as the most common substance abuse disorder. The likelihood of seeking help could be increased by better co-ordinating mental health and drug and alcohol abuse services. Biddle, Donovan, Gunnell and Sharp (2006) found that young adults often did not visit their GP when experiencing mental illness as they believed that GPs would only adequately manage physical illness or would prescribe antidepressants which was seen as undesirable. It was also suggested that supportive social influences may increase the likelihood of young people accessing mental health services. Overall it can be established that young people, and particularly those without family and social support networks, are at very high risk of developing a mental illness.

Craven and Bodkin-Andrews (2006) discuss the mental health of Indigenous Australians. In 2003 it was found that Indigenous Australians were twice as likely as non-indigenous Australians to be hospitalised for mental disorders, and seven times more likely to be hospitalised for intentional self-harm for males and thirty-one times as likely for females. A major contributing factor is that Indigenous Australians are the most socio-economically and educationally disadvantaged minority group in Australia. An interesting finding was that a quarter of Indigenous children experienced emotional or behavioural difficulties (putting them at higher risk for development of mental health problems) however this figure decreased as their area of living became more remote. This could possibly be due to less influence of Western culture on their lives.


 * Cultural and Social Analysis**

The increase of individualistic values in our already individualistic western society has negative implications for mental health. Social and emotional separation, both fundamental characteristics of individualism, increase the risk of developing a mental illness. Research has shown that the impact of negative and stressful life events is much greater in individualistic cultures, and these events are often triggers for the onset of mental disorders. Individualism has been shown to be strongly related to feelings of hopelessness which increases the risk of mental illness, and as is if this wasn’t enough, individualists are less intent to seek help from professional sources when experiencing a mental illness. The increased risk of mental illness associated with individualism comes from having smaller and less satisfying social support networks, and a lack of skills in managing the emotions of self and others ( Scott, Ciarrochi & Deane, 2004). As seen from the findings of the 2007 National Survey of Mental Health (ABS, 2008) a close social support network greatly decreases the likelihood of developing a mental illness.

Consumerism can be described as the preoccupation or even obsession of acquiring consumer goods and services. Generation Y has been described as ‘the first truly consumer generation’. This is hardly surprising because gen Y are the children of the baby boomers. Many were born into families with only one or two children, but two working parents therefore being able to afford more luxuries than ever before. They have grown up with the internet and have high expectations at high speed. Generation Y have also been bombarded with advertising since birth. They have been targeted through advertising all throughout their childhood, learning to update and replace products regularly (McClatchy-Tribune, 2006).



Advertising aims to sell products through the portrayal of the ideal lifestyle and encourages the value of things over people. Consumerism and advertising work hand in hand to play on the human desire for commitment and lasting relationships, and persuade us that it is safer to commit to an object, brand or product than it is to a person. This encouragement to commit to products and brands over other human beings can deplete inner resources and lead to narcissism and solipsism (Kilbourne, 2006). Consumerism convinces us that we need more things, requiring more money and therefore we work longer hours which then damages our human relationships (Bauman, 2007). Lower importance placed on human relationships results in much lower levels of social connection and support, in turn increasing the risk of developing mental problems. Humans are also used as objects for product promotion which deeply affects self image

Mental illnesses experienced by young people are likely to be carried on into later life, becoming increasingly difficult to solve and inhibiting development (Fleming, 2007). Mental illness can negatively affect a person’s ability to live independently, participate in education and employment, and to maintain and develop social and family relationships. It can result in homelessness, suicide, reduced employment and family breakdown and can become an economic and social burden. Mental illness has a significant impact on lost productivity in the workplace and accounts for over thirteen percent of Australia’s total burden of disease and injury (AGDHA, 2011). This is likely to increase as Generation Y continues to enter the workforce. It can be seen that both individualism and consumerism are contributors to the high incidence of mental health problems experienced by Generation Y. Perhaps public health experts should be looking at how to encourage young Australians to take more time out to develop closer relationships with friends and family and to be reminded that when it comes to possessions less can in fact be more.


 * Analysis of the Artefact and Reflections**

The artefact I chose represents many things that are central to Generation Y. The clip represents Gen Y’s demand to keep up with the latest technology, brand loyalty and their expectation to get what they want and to get it now. The iPhone itself however is also representative of Gen Y because to Gen Y mobile phones are more than just a tool for communication. According to Burkart (2010) the mobile phone has become an “object of material culture” combining “communication, mobility and individuality.” iPhones and smart phones in general can be personalised, used for music, photo, video and information storage and entertainment. Smart phones may provide a hub for entertainment, communication and information but they also contribute to the desire to constantly upgrade and individualise and eventually become an extension of oneself. Mobile phone usage as a primary channel for communication can have a negative impact upon time spent in beneficial face-to-face communication and on message interpretation (Hazelwood & Shakespeare-Finch, 2011). In my own experience I have seen smart phones used not only as a channel for communication, but also as a way to avoid face-to-face communication. It is very difficult to enter into a conversation with someone wearing earphones or presumably already talking to someone on the phone. Another feature of the smart phone is the fake call, a handy strategy to escape from unwanted conversations.

I found researching generation Y, my own generation, to be extremely informative. I had previously underestimated how immensely social and cultural forces impact upon not only our day-to-day lives and the choices we make, but also on health. In future I will be more analytical and critical of my own choices and will be more aware of others around me. I was shocked at the high incidence of mental health problems of my generation and will now make more effort to connect with close friends and family for their benefit and for my own.


 * Comments**

Page: Cultural Sensitivity, can health services 'feel'? Comment: So true!! I love the quote at the top of your wiki – you get straight to the point! I completely agree with this, and having seen firsthand how difficult and frightening language barriers can be within a medical setting I agree that medical practitioners require more training to become culturally competent. Last year I took an eight-year-old Korean boy to a Thai hospital for bird-flu testing. The doctor, who’s English was adequate, tried to explain to the already nervous boy that she would take a swab from his nostril. She did not wait for his confirmation of understanding so he did not know what was going on and panicked. It is in situations such as these that the need for greater cross-cultural understanding and translators in hospitals is highlighted. However, as increased funding for hospitals and study for medical practitioners would be required it will be a complex issue to solve.

PAGE: CAGED WITHIN BODY AND MIND – An observation and discussion of the contrasting challenges faced by each nation in tackling mental health and its associated issues Comment: Very confronting artefact Your artefact is perfect for displaying the inequalities and discriminations experienced by those with a mental illness. While not so obviously discriminated against in Australia as shown in this picture, our understanding and information surrounding mental illness is really not much better. You clearly show that there needs to be a better understanding of mental illness globally and that this will be difficult to obtain with respect to different cultural beliefs. Anyone with a mental illness, no matter where they are from, deserves fair treatment and human rights.


 * Reference List**

Abela, A. (2006). Marketing and consumerism: A response to O'Shaughnessy and O'Shaughnessy. //European Journal of Marketing, 40//(1), 5 – 16. doi: 10.1108/03090560610637284

Australian Bureau of Statistics (2008). 2007 National Survey of Mental Health and Wellbeing: Summary of Results (4326.0). Retrieved from: http://www.abs.gov.au/

AGDHA. (2011). National mental health reform: 2011-2012. Retreived from: http://www.health.gov.au/internet/publications/publishing.nsf/Content/nmhr11-12~nmhr11-12-newapproach

Bauman, Z. (2007). Collateral casualties of consumerism. Journal of Consumer Culture //, 7 // (1), 25. Retrieved from: http://ejournals.ebsco.com.ezp01.library.qut.edu.au/Article.asp?ContributionID=11064061

Biddle, L., Donovan, J., Gunnell, D., Sharp, D. (2006). Young adults' perceptions of GPs as a help source for mental distress: a qualitative study. British journal of general practice //, 56 // (533), 924. Retrieved from: http://www.ingentaconnect.com/content/rcgp/bjgp/2006/00000056/00000533/art00006?token=00451ee3481e67b4c54e595a666f3a7b6c7a316a765b474152586b3449266d652fb91

Burkart, G. (2010). Mobile communication: The cultural significance of the “handy”. //Soziale Welt-zeitschrift fur Sozialwissenschaftliche Forschung und Praxis, 51//(2), 209. Retrieved from: http://apps.webofknowledge.com.ezp01.library.qut.edu.au/

Burroughs, J., Rindfleisch, A. (2002). Materialism and Well-Being: A Conflicting Values Perspective. //Journal Of Consumer Research//, //29//(3), 348-370. Retrieved from: http://web.ebscohost.com.ezp01.library.qut.edu.au/

Craven, R., Bodkin-Andrews, G. (2006). New solutions for addressing indigenous mental health: a call to counsellors to introduce the new positive psychology of success. //Australian Journal of Guidance and Counselling, 16//(1), 41-54. Retrieved from: http://search.informit.com.au.ezp01.library.qut.edu.au/fullText;dn=153832;res=AEIPT

Fleming, G. (2007). The mental health of adolescents: assessment and management. //Australian Family Physician//, //36// (8), 588-593. Retrieved from: http://search.informit.com.au.ezp01.library.qut.edu.au/documentSummary;dn=357536120306496;res=IELHEA

Griffin, M. (2011). Generation Y so connected, but oh so lonely: survey. //The Sydney Morning Herald.// Retrieved from: http://www.smh.com.au/lifestyle/diet-and-fitness/generation-y-so-connected-but-oh-so-lonely-survey-20110719-1hn6a.html

Hazelwood, Z., & Shakespeare-Finch, J. (2011). //I’m listening: Communication for health professionals//. Aspley, Australia: Inn Press

Howe, N. (2005). Harnessing the Power of Millennials. //School Administrator//, //62//(8), 18-22. Retrieved from EBSCO//host//

Kilbourne, J. (2006). Jesus is a brand of jeans. //New Internationalist, 393//. Retrieved from: http://www.newint.org/features/2006/09/01/culture/

Krayewski, K. (2009). Generation Y and why they matter. Retrieved from: http://kaila-krayewski.suite101.com/generation-y-a89376

McClatchy-Tribune Business News. (2006). SPENDING HABITS: Raised in consumerism, Generation Y is an appealing market for financial institutions. Retrieved from: http://www.tmcnet.com/usubmit/2006/10/29/2024247.htm

McCrindle, M. (Date unknown). Understanding Generation Y. Retrieved from: http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf

Reavley, N., Cvetkovski, S., Jorm, A., & Lubman, D. (2010). Help-seeking for substance use, anxiety and affective disorders among young people: results from the 2007 Australian National Survey of Mental Health and Wellbeing. //Australian & New Zealand Journal of Psychiatry//, //44//(8), 729-735. doi:10.3109/00048671003705458

ThinkEvans Pty Ltd. (2010). Let’s talk about Y – better still, why generations? Retrieved from: http://www.thinkevans.com.au/ThinkEvans/Writing/Entries/2010/8/14_Doing_their_bit_files/Markets%202%20Gen%20Why.pdf

Scott, G., Ciarrochi, J., Deane, F. (2004). "Disadvantages of being an individualist in an individualistic culture: Idiocentrism, emotional competence, stress, and mental health". // Australian psychologist, 39 // (2) , 143. Retrieved from: http://www.tandfonline.com.ezp01.library.qut.edu.au/doi/pdf/10.1080/00050060410001701861 080/00050060410001701861 “…there are more and more people who though neither rich nor powerful enough to have much hold over others, have gained or kept enough wealth and enough understanding to look after their own needs. Such folk owe no man anything and hardly expect anything from anybody. They form the habit of thinking of themselves in isolation and imagine that their whole destiny is in their hands.”