Gen+Y...+Born+Superstars

Name: Phoebe Smallhorn Student number: n8288887 Tutor: Sarah Jordan

B O R N S U P E R S T A R S

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t h e a r t e f a c t  The title track of American pop-singer Lady Gaga’s latest album, ‘Born This Way’ shot to number one status in 23 countries worldwide in 2011, and became the fastest-selling single in iTunes history (MTV, 2011). A fast and hard-hitting club-beat, with lyrics that work on a number of levels, the overt theme of the song is one of empowerment and self-acceptance. This message is exemplified in phrases such as “I’m beautiful in my way” and “love yourself and you’re set”.

t h e i s s u e Generation Y represents a massive subset of the population, encompassing one in every five Australians (Australian Bureau of Statistics (ABS), 2006). Although the precise parameters are widely disputed, Gen Y usually refers to those born between 1980 and 1994, a group that is currently dominating in tertiary institutions and growing in presence in the workforce (McCrindle, 2006). In light of this growing influence, this essay will draw on literature and social theory in order to present a social and cultural profile of Generation Y, and to establish whether these collective traits serve to confer on this cohort the status of a 'real' group.

t h e l i t e r a t u r e  More than just a demographic cohort, Generation Y is a unique mindset with its own view of the world. Branded with an array of labels, some not-so-flattering, ‘Generation Me’ is often portrayed in the media as self-centred, materialistic, demanding and easily bored. The following section will take advantage of growing levels of research into Gen Y, fuelled primarily by employers and educators, in order to explore how much truth lies behind the media's branding of this generation. The Australian Institute of Health and Welfare (AIHW) describes this group as not only the most educated, entertained, materially endowed and entrepreneurial generation in history, but also the most supported and protected (AIHW, 2008). The children of baby boomers, Gen Y’s have grown up in smaller families, with parents who have the highest net worth of any previous generation (McCrindle, 2008). Author of the book ‘The World According to Y’, Dr Rebecca Huntley says that this upbringing has made Gen Y’s feel very special, which in turn has shaped their views about themselves and their place in the world (Huntley, 2009). Following a decade of empirical research in the United States, Jean Twenge (2009) reports a marked increase in narcissism and a sense of entitlement amongst this generation, arising from the optimism that has always surrounded them. One recent study of undergraduate students in the United States found that a third of these students believed they deserved at least a B for merely attending class, with two-thirds expecting to receive special consideration if they simply explained to their lecturer they were trying hard (Twenge, 2009). Similarly, 86% of Gen Y's surveyed in the Australian workforce admitted to expecting a promotion within 2 years, compared with 70% of their older colleagues, according to psychologist and social researcher Mark McCrindle (2010). McCrindle reports that Gen Y’s are living in unprecedented times, for instance, never having experienced, or being required to fight in, wars that are close to home (McCrindle, 2008). Not having had to worry about the most basic of needs, Gen Y’s place the highest emphasis on quality of life. When accepting a job, salary reportedly ranks sixth after other incentives, such as work flexibility, staff activities and non-financial rewards (McCrindle, 2010). The value placed on quality of life may be associated with the trend of extending the adolescent years and delaying the responsibilities of adulthood that has caused this group to be labeled the ‘Peter Pan’ generation. Perhaps perceived as a loss of the freedom of their youth, Gen Y’s are delaying some rites of adulthood much longer than in previous generations, such as marrying, having kids and committing to a mortgage. Research has revealed that half of all those aged under 25 still live at home, and the average age of getting married has increased to 28 and 30 for women and men respectively, compared to 22 and 24 in 1982 (ABS, 2009). Gen Y’s are largely concerned with issues of personal happiness and the construction of personal identity (Vermeer, 2007). This is a process quite unlike that undertaken by previous generations. For Gen Y, technology, peers and travel, amongst other influences, all play important roles in exploring and establishing their identity. Even beyond modes of communication, the internet and technology are integral to the lives of Gen Y’s, creating opportunities for self-expression (Yerbury, 2010). Social relationships, and the reactions of others to such information, are pivotal in creating a sense of self. The AIHW reports that the emphasis placed on friendships, above all other relationships, is a defining value of this generation (AIHW, 2008). For Gen Y’s, friends are the family that they get to choose. Furthermore, travel, enabled in part by globalisation, has become almost a rite of passage for Gen Y’s, with 57% of Gen Y’s in their twenties citing travel as their main saving goal (McCrindle, 2009). According to Bagnoli (2009), physical voyages have long been associated with emotional journeys of inner search, self-discovery, and renewal. Research shows that times of travel often coincide with significant events in the lives of young people, when separation from the previous environment is necessary in order to question identity and values (Bagnoli, 2009). Contrasting this profile against the slightly older Generation X further highlights the specific attributes of Generation Y. So labeled for the “perceived namelessness” felt by the generation that suceeded the Baby Boomers, Generation X encompasses those born through the 1960’s and 70’s (ABS, 2006). However, demographers’ cannot agree on where one generation ends and the other begins. Perhaps unsurprisingly therefore, this generation shares some attributes in common with Gen Y, being also highly independent, educated and technologically adept. Gen X was the group that really had to start dealing with divorce on a more widespread basis, and the collapse of the traditional family, hence their self-reliant and independent traits (ABS, 2006). They saw in the era of women giving priority to their careers and delaying the more traditional tasks of marriage and raising children. Gen X’ers were also the first to value balance between work and leisure time, and become less committed to one employer and more willing to change jobs to get ahead. Although typically overshadowed by the baby boomers and Gen Y on either side, it is evident that Generation X paved the way for many of the defining elements that the succeeding generation would become known for. Whilst the media’s portrayal of Generation Y appears to be at least partially true, the current research has been criticised by some as painting an overly general picture. According to Fred Bonner, this profile leaves many pieces of the puzzle missing. Bonner, an associate professor at Texas University, says that the Gen Y labels do not apply equally to all within the generation, such as those who happen to be poor or belong to minority groups, but primarily ascribes to white, affluent teenagers raised in the suburbs (Bonner, 2009). In an effort to broaden the understanding of this generation, Bonner has examined the experiences of non-white students. From class discussions, students from black or Hispanic backgrounds report not recognising the “special” trait in particular, coming from families that have neither the time nor resources to nurture it (Bonner, 2009). This narrow perspective is therefore a limitation of the current research into Generation Y, as it only captures the views and characteristics of specific groups who are the main points of interest for researchers, such as those in the workforce or tertiary institutions.

t h e t h e o r y  <span style="display: block; font-family: 'Times New Roman',Times,serif; font-size: 140%; text-align: justify;"> The preceding social and cultural profile reveals the truth that such profiles are inherently flawed. For instance, generational profiles are rarely black and white, as evidenced by the similar characteristics exhibited by both Generation X and Y. The research shows that each generation does not make a sudden shift, breaking cleanly from the previous generation’s traits and values, but instead social changes occur gradually over time (Bonner, 2009; Twenge, 2009). Furthermore, a single profile of an entire generation, encompassing millions, can also never hope to fully capture the depth of individual variation which inevitably exists. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: justify;">Therefore, as generations in actuality only appear to exhibit a nonexclusive and generalised set of characteristics, does this suffice to bind its members together as a 'group'? Sociologist Karl Mannheim acknowledges that the members of a generation are connected by sharing a similar location in history, and credits this exposure to the same socio-historical environment during youth with shaping the social generations (Pilcher, 1994). However, Mannheim goes further to distinguish between an ‘actual’ generation, and separate ‘generation units’. These generation units do not merely participate loosely in a pattern of events shared by all, but they have in common a similar response to those experiences, which constitutes a much more concrete bond (Mannheim, 1923, p304). <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: justify;">Generation Y as a whole has undeniably been influenced by the larger social and cultural forces predominating during youth and adolescence, namely political stability, ubiquitous technology, multiculturalism, changing family structures and globalisation (AIHW, 2008; Lower, 2008). However, each individual within the wider generation ex periences and responds to such forces in different ways and to varying extents. For instance, despite being born into an era characterised by a focus on the individual, t hose from white middle-class backgrounds will have different experiences of this movement, compared to those from lower socio-economic areas or different ethnic backgrounds. This is highlighted in the preceding section by reports from black or Hispanic students whose socio-economic status restricted their participation in this trend. This is not to say that Gen Y’s from a particular background can be branded with one stamp either, but it simply highlights that different groups within the wider generation respond to the same socio-historical forces in different ways, and that those who do so in similar ways share much closer ties. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: justify;">An understanding of generations is valuable as it offers insight into key sociological issues, including the relationship between personal and social change (Pilcher, 1994). A social and cultural profile of Generation Y provides us with not only an appreciation of the impact of wider social and economic forces on Australian society, but forms the basis for development of public health strategies targeted at this cohort (ABS, 2006). In her 2009 report, Twenge stresses the importance of understanding generational variations in light of the mounting evidence that shows these differences greatly affect education and instruction in the health professions. However, whilst it may be useful to categorise the generations, it must be recognised that such profiles are inherently general in nature. As such, care must be taken not to form a rigid and narrow view, which doesn’t allow for variation and may ultimately lead to flawed conclusions and ineffective public health strategies.

<span style="font-family: 'Times New Roman',Times,serif; font-size: 50px;">t h e <span style="color: #404040; font-family: 'times new roman',times,serif; font-size: 50px;">a n a l y s i s   <span style="display: block; font-family: 'Times New Roman',Times,serif; font-size: 140%; text-align: justify;">‘Born This Way’ paints a picture of a generation that has been told from birth they are superstars. The song's lyrics capture messages of empowerment and self-belief, and symbolize the environment of optimism and praise that appears to have surrounded Generation Y since infancy. And to an extent, the research has found this to be true. Like superstars expecting star treatment, an increased sense of entitlement and an emphasis on personal happiness have been observed amongst this generation. However, it would be ignorant to brand every member of this generation with the one stamp. Just as this song recognises and celebrates diversity and variation within Generation Y, we must also be prepared to look beyond the labels and lay stereotypes aside in order to fully appreciate the true nature and complexities of this generation. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: justify;">Through the process of researching and reflecting, this assessment piece has afforded me an objective view of the generation to which I belong. It has allowed me to gain an understanding of the wider social and cultural forces influencing my upbringing, and consequently, values and attitudes. I see elements of the Generation Y profile reflected in my own life, yet there are also aspects that do not resound with me at all. This has caused me to examine the ways in which I may stereotype and apply generic labels to other generations. Equipped with a new awareness of generational differences, I face my remaining academic years and future career with both a greater appreciation of the older generations and an open mind regarding those yet to come.

<span style="font-family: 'Times New Roman',Times,serif; font-size: 50px;">t h e <span style="color: #404040; font-family: 'times new roman',times,serif; font-size: 50px;">p r o o f  <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Australian Bureau of Statistics. (2006). //A picture of the nation: the Statistician’s Report on the 2006 Census, 2006//. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Australian Bureau of Statistics. (2009). //Australian Social Trends, June 2009//. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Australian Institute of Health and Welfare. (2008). //The impact of social networks and not-for-profit illicit drug dealing on illicit drug markets in Australia//. Retrieved from: [] <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Bagnoli, A. (2009). On “An Introspective Journey”, //European Societies//, //11//(3), 325 – 345. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Bonner, F. (2009). The Millennial Muddle: How Stereotyping Students Became an Industry, //The Chronicle of Higher Education.// Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Huntley, R. (2009, January 21). Generation Y Worry. //The Australian.// Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Lower, J. (2008). Brace Yourself Here Comes Generation Y. //Critical Care Nurse//, //28//(5), 80-85. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Mannheim, K. (1952). The Problem of Generations. In P. Kecskemeti (Eds.), //Essays on Sociology of Knowledge// (pp. 276 – 321). New York, NY: Routledge & Kegan Paul.

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">McCrindle, M. (2006). //From Builders & Boomers to Xers and Y’s: A Social Report on Generations X and Y//. Retrieved from McCrindle Research: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">McCrindle, M. (2010). //The New Generations at Work: Attracting, Recruiting, Retaining & Training Generation Y//. Retrieved from McCrindle Research: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">McCrindle, M. (2008). //The Face of Australian Youth//. Retrieved from McCrindle Research: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">McCrindle, M. (2009). //The// //Casuals, The Downagers and The Boomerang Kids//. Retrieved from McCrindle Research: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">MTV Networks. (2011). Lady Gaga’s ‘Born This Way’ is Fastest-Selling Single in iTunes History. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Pilcher, J. (1994). Mannheim’s sociology of generations: an undervalued legacy. //British Journal of Sociology//, //45//(3), 481 – 495. Retrieved from: [] <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; line-height: 0px; overflow-x: hidden; overflow-y: hidden; text-align: left;">

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;"> Twenge, J.M. (2009). Generational changes and their impact in the classroom: teaching Generation Me. //Medical Education//, //43//(5), 398-405. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Vermeer, P. (2007). Making Sense of Generation Y. The world view of 15- to 25-year-olds. //Journal of Empirical Theology, 20//(1), 145-146. Retrieved from: []

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: left;">Yerbury, H. (2010). Who to be? Generations X and Y in civil society online. //Youth Studies Australia//, //29//(2), 25-32. Retrieved from: [] <span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: center;"><span style="font-family: 'Times New Roman',Times,serif; font-size: 50px;">t h e <span style="color: #404040; font-family: 'times new roman',times,serif; font-size: 50px;">c o m m e n t s

'Digital Natives: The impact of technology on Gen Y'

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: justify;">'This is a great video, how it highlights the disparity between Facebook and real life, and reminds us of what’s truly important. It’s easy to get swayed by the markers of online social success, such as extensive friendship lists, and forget that a handful of true friends are worth so much more than 500 online. This video has caused me to examine my own motives for participating in social networking sites, such as Facebook. I’ve even begun to trim down my friendship list to include only people who I would be genuinely glad to run into on the street. Great work so far!'

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 140%; text-align: center;">'Genuine or Genuine Photo Opportunity – The Truth about Closing the Gap'

<span style="font-family: 'Times New Roman',Times,serif; font-size: 140%;">'I wholeheartedly agree with your analysis of this artefact. I had the opportunity to research the state of Indigenous affairs myself, for a previous assignment, and experienced the same feelings of shock and skepticism when considering the various public statements made by government, and then seeing how such promises were followed through in practice. It appears to me that this is evident of another 'gap' that needs to be closed. For example, the Northern Territory Emergency Response, or “Intervention”, appeared at first to be a genuine move towards reconciliation and healing for the Indigenous people. Yet in its implementation it ignored many of the initial recommendations that were put forward, and follow up studies even reported that it did more harm than good, serving only to bestow even further a sense of hopelessness and lack of control on Indigenous communities. Unfortunately this divide between promise and practice does suggest that the Government have in the past been more concerned with "looking good", than actually following through on their word. It truly is a difficult and complex situation, and I definitely think that it is a step forward for our nation to even be establishing these initiatives at all, considering the overt racism that dominated policies in the past. However, such moves will never be enough unless they’re supported by a Government who is committed for the long haul, even when the going gets tough. Well done on tackling such a complex issue.'