Mirror,+Mirror+on+the+wall,+who+is+the+fairest+of+them+all?

Name: Carley Spicer Student Number: n8276421 Tutor: Judith Meiklejohn

Mirror, Mirror on the wall, who is the fairest of them all? Is Generation Y too 'individualistic' and 'consumer obessessed'? = = **__Cultural Artefact__**

This image is just one of the many, making up a 17 year olds girls tumbler, ‘Hotter than the A list’. Tumblr. is a fast form of blogging that was launched almost five years ago and enables users to create new posts or reblog images, songs, videos, quotes, links and texts (Tumblr, 2011). Blogs such as Tumblr. can take either a personal or professional approach and can be focused on specific topics or simply be an archive of the perceived personality of the author (Edmonsond, 2006). This blogger is classified as belonging to Generation Y (Gen Y) and her Tumblr. is made up of many artefacts, like this one, that depict her personal experiences, interests and view of the world: []

__** The Public Health Issue **__ Gen Y, represents a huge proportion of the population, with their numbers rivalling that of the baby Boomers (Williams & Page, 2011) Not only do they rank high in population but in mental health statistics, with 18-24 years olds the greatest number of people with a mental illness (Response Ability, 2009). The mental health of Australia’s youth has always been an issue of concern however of late, much media attention has been focused on Gen Y and mental illness concerned with body image and individual appearance. Provided is an analysis of Gen Y and their specific characteristics that may be contributing to this precedence of eating disorders and body dissatisfaction.

__**Literature Review**__ What can sometimes be limiting and confusing when comparing and relating different generational studies, is the varying time periods they have used to classify specific generations. For example a study by Mark McCrindle (n.d.) classifies Gen Y as anyone who was born between 1983 and 2000 whereas Williams and Page (2011) identify them being born during 1977 to 1994. This is why generations are not solely determined by age, but more significantly the economic, political, cultural and social environment they grew up in. The differences existing in Gen Y’s environment compared to previous generations are evident when analysing this generations stereotypical characteristics and how these have impacted on their, health, specifically mental health.

As stated by the World Health Organisation (2011), mental health is, "a state of complete physical, mental and social well-being, and not merely the absence of disease.” Those who are suffering from a mental illness or disorder are significantly affected in how they feel, think, behave and interact with their peers and the broader community (Australian Government: National Mental Health Strategy, 2010). According to the AIHW (2011) there are a ‘diverse range of social, environmental, biological and psychological factors’ that influence the development mental illness or disorder and these vary depending on the type of mental illness. One form that has generated significant media attention of late, is eating disorders and body dissatisfaction, and their prevalence among Generation Y. Statistics reveal a two fold increase in eating disorders among Australian adolescents and young adults over the past decade (The Butterfly Foundation, 2009), causing society to question what is different about Gen Y compared to previous generation that has caused such an increase in these body image related mental illnesses?

According to Australian sociologist, Mark McCrindle (2008), Gen Y has grown up in unprecedented times, experiencing the benefits of economic growth, parents with the highest net worth of any other generation, a stable and plentiful labour market and the absence of war. On top of this ideal environment they have continuously been told that they are ‘special’ and ‘unique’, which links to the development of the individualistic focus and ‘self-obsessed’ characteristic they are commonly branded with (Williams & Page, 2011, & Booth, 2007).Statistics from the National survey of young Australians 2007 revealing that body image is the number one concern for Australian adolescents is significant indication of this generation’s individualism. Psychotherapist, Susie Orbach, concedes that there has always been a focus on individual appearance and an ideal body image to some extent in society, especially among women (Orbach in Edemariam, 2011). For example, in the 1950’s women desired the hour glass figure of Marilyn Munroe (TheSite.org, 2009). What’s different now is Gen Y’s intense desire to achieve this image. However this is not a public health issue determined solely by agency, with no other generation have being subjected to such a tech savvy and media saturated environment that constantly promotes an ideal body image.

Thanks to advancements in technology, such as photo shop, the media’s portrayal of the ideal female body has become progressively and significantly thinner (Goodman, 2002). This image has been digitally manipulated to a point where it is attainable by less than 5% of the female population, and due to the medias saturating nature, it has become inescapable, causing society to internalise it and fuelling Gen Y’s obsession with the individual body image (Media Awareness Network, 2010). This has created an environment in which the psychopathological behaviours associated with eating disorders among females such as anorexia and bulimia, are accepted, and sadly, increasingly normal (Orbach in Edemariam, 2011). Numerous recent studies support this consistently linking the development of eating disorders and body dissatisfaction among adolescent and young adult females to the media and societal and peer group expectations (Sheldon, 2010 & Kubic & Chory, 2007). Similarly a study by Baghurst and Kissinger (2009) attributes, societal gender expectations and peer group expectation as contributing greatly to the development of muscle dysmorphia among young men, suggesting peers may also have an influence over this individualistic focus.

Gen Y is very much influenced by their peers, rather than facts and statistics like previous generations (McCrindle, 2008), with 86% of young Australians turning to their friends first for advice (Mission Australia, 2007). Baghurst and Kissinger (2009) found that men were driven to achieve ideal bodies, generated by the media and cultural ideas, for numerous reasons however most significantly, too achieve admiration and a status of power among their peers and society. Muscle Dysmorphia is a serious mental illness, characterised by a pathological preoccupation with overall muscularity and a drive to gain weight without gaining fat, resulting in behaviours such as extensive hours at the gym, abnormal diets and substance abuse (Lambrou, Veale & Wilson, 2011; Mosley, 2008). According to psychologist and university researcher Stuart Murray (cited in Cauchi, 2011) there has been a significant increase in the development of Muscle Dysmorphia, with Gen Y males becoming increasingly obsessed with body image and the sub-culture of ‘getting big at all cost.’ A recent ABC radio provided numerous Gen Y perspectives in this sub-culture that places emphasis on getting big at all costs, supports this, with many admitting to utilising steroids or were considering them to get ‘bigger’ and be ‘admired’. This highlights Gen Y’s individualistic focus on body image and that peers have a significant influence over this characteristic, with the dangerous health effects of steroid use insignificant to this generation when compared to being an admirable member of a peer group. A study by Matthew Dunn (2010) revealed steroid use is now much higher among 14 – 29 year old males than the general Australian population, providing statistical evidence of the increasing prevalence of muscle dysmorphic behaviours among this generation and thus the impact their individualistic focus is having on their health. It also brings to discussion the impact this individualistic focus and desire to be admired among peers is having on this generations consuming behaviour.

Consumer obsessed is another dominate trait commonly associated with this generation, following in the footsteps of their Baby Boomer parents and being very active in the marketplace and ‘having more money at their disposal than any teen group in history’ (Nobel, Haytko & Philips, 2009). William and Page (2011) highlight that, “each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviours.” The importance that Gen Y places on individual appearance and admiration among peers seems to fuel their consumer habits, with this generation commonly purchasing image enhancing products, such as steroids. This generations popular use of the expensive image enhancing drug compared to other generations (Dunn, 2010), reveals their desires to be admired among their peers and their individualistic focus at the same time. It also indicates that they are not price sensitive in the least, with the drug being quite expensive, the desire of this generation to gain admiration from their peers and attain the ideal body outweighs the harmful health effects of products, and in cases such as steroids, following the law.

Other image enhancing products such as clothes, make-up, cars, and technology products are popular and common purchases among this generation (Williams & Page, 2011). Research conducted by Nobel, Haytko & Philips study supports the idea that Gen Y consume as a result of their individualism and peer influence, generally purchase products to help them stand out, feel accepted in a peer group, define who they are and what they value. Their studies also revealed that the media and marketers are aware of this drive, and thus associate products with desirable and admirable values, characteristics, personalities and lifestyles, motivating Gen Y to purchase these products and reap in the social rewards that will be generated from owning this product.

Shelia Reaves (2011) draws upon evolutionary theory, neuroscience, aesthetics and theorists such as Baudrillard to argue that the adaptive trait social comparison, has now mutated into a maladaptation with society unable to resist socially comparing themselves to and internalising the media created and substance abused ideal bodies as a result of continuous exposure (Reaves, 2011). Thus Gen Y’s individualistic focus and desire to be admired among their peers, makes them prone to wanting to achieve these ideals and consume products associated with these ideals. Despite these ideals unrealistic dimensions, evolutionary theory infers our human brains are unable to discriminate between cultural truths and virtual or in men’s case substance realities, thus not only have young people internalised these ideal’s but so too have the rest of society, creating an environment in which these ideals are accepted and normalised(Reaves, 2011). Orbach, agrees suggesting what was once considered psychopathological 40 years ago is now considered a social normality (Orbach in Edemariam, 2011) and is currently in the stage of trying to change the ‘consciousness’ of society, with the revelation that current strategies aimed at the individual are ineffective in addressing this structurally influenced issue (Aston, n.d.).
 * __Cultural and Social Analysis__ **

However the negative impacts of this generation’s individualistic focus goes far beyond their mental health, causing themselves serious physical and social harm (The Butterfly Foundation, 2009). The recent death of ‘famous’ amateur body builder Zyzz is perfect evidence of the negative impact this focus has on Gen Y’s physical health. Also a member of generation Y, Zyzz died suddenly, as a result of a heart condition linked to his substance abuse, such behaviour causing Murray to believe he was suffering from Muscle Dysmorphia (Cauchi, 2011). Yet his death appears to have little effect on Gen Y with the males still striving to be bigger and better than their peers, and females aspiring to the media created thin ideal. This highlights that facts and statistics are insignificant in influencing the decisions of this generation, in comparison to admiration from their peers, providing important implications for future intervention and prevention strategies.

What is quite concerning is that only one out of every four young Australians with a mental illness in 2008 had received professional health care, with parents reporting help was too expensive and they didn’t know where to get or having the misconception that they could handle it on their own (ABS, 2008). However with structural forces as powerful has the media being one of the main influences at play in this significant public health issue, it is obvious that self-management of the mental health of Gen Y will most likely be ineffective and population approach needs to be utilised in addressing this significant issue. The fact that Gen Y is significantly influenced by their peers and thus by society, suggests health professionals should be following Susie Orbach’s lead and trying to change the consciousness of society. An environment has been created in which the unstable mental health of generation Y is a normality and this view needs to change.

However, it is important to consider the gender differences existing in the mental health of generation Y. Though both genders are significantly influenced by individualism and consumerism, females seem to compare themselves to the media generated standard of the ideal body, whereas males seem to be more significantly influenced by their peers, wanting to gain their admiration. Thus extensive research needs to be conducted in order to implement successful and long lasting interventions that will address the attitudes of this young generation and the change societies endorsement of the ideal body. Perhaps in doing this we can prevent this detrimental obsession with image from ruling the lives of the next generation, Generation Z.

The artefact featured, is the perfect portrayal of the negative effect Gen Y’s individualistic and consumer obsessed characteristics has had on their mental health. It depicts a person obsessed with their image and with products that are advertised as promising to enhance their image. The fact that the ‘Pretty Pills’ bottle is empty is representative of the fact that this generation is never happy with their appearance, always trying to adjust it to fit a specific ideal, in this case ‘pretty’ or ‘handsome’. The fact that the ‘Pretty Pill’ bottle is empty, reveals the constant pressure placed on this generation by the media, their peers and society to conform to this ideal, as they have religiously continued to take the pills.
 * __Artefact Analysis and Personal Reflection__ **

Accompanying this picture on ‘Hotter Than the A List’ are re-blogged advertisements, pictures, quotes and video’s, majority of which are associated with the media generated thin ideal and desirable lifestyles and personalities. This demonstrates perfectly the influence the media has over this generation and its inescapable and saturating nature. One post that particularly caught my eye was, ‘sooo.. i lost 6kgs in two weeks haha. I guess I just forget how important food is sometimes.’ I think that the fact that the girl chose to post this show just how normalised and accepted dangerous behaviours used to achieve the ideal body have become in today’s society, and highlights the desperate need for change in perspective to make these behaviours once again seem pathological.

Through focusing on a specific topic for two pieces of assessment this term, I believe it has benefitted me immensely. It gave me the time to conduct extensive research, allowing me to find rich and valid information and think about this health issue through the lens of many different perspectives. In this way I was able to analyse this health issue and decide which perspective I felt portrayed and explained this issue the best and develop and indepth understanding of generation Y, what has influenced their development and thus their mental health. Specifically I was amazed at just how much the media and advancements in technology have influenced our lives, in the sense that they have caused society to see a virtual reality as their reality. I have realised this is a complex public health issue with factors such as peers, media, technology, and generational characteristics all intertwining to influence each other and impact upon not only the mental health, but overall health of generation Y. I can now honestly say that I am very passionate about the issue of body image, specifically in terms of how the media and advancements in technology have contributed influence this issue, and would definilty like this passion to be apart of my future career.

**__Reference List__** ABS (Australian Bureau of Statistics). (2008). National Survey of Mental Health and Wellbeing of Australians: Summary of Results. Canberra:ABS. Retrieved from: []

Aston, B. (n.d.). What is Structure and Agency? How does this framework help us in political analysis? //Approaches to Political Analysis.// United Kingdom. Retrieved on August 29, 2011, from http://benaston.com

Australian Government: Australian Institute of Health and Wellness (AIHW). (2011) Mental Health. Retrieved from http://www.aihw.gov.au/mental-health-priority-area/

Australian Government: National Mental Health strategy. (2010). //What is Mental Illness?// [Online Brochure] Canberra: Australian Government Department of Health and Aging. Retrieved from http://www.health.gov.au/internet/main/publishing.nsf/content/B7B7F4865637BF8ECA2572ED001C4CB4/$File/whatmen.pdf

Booth, R. (2007, February 4). Generation Y speaks: it’s all me, me, me. //The Sunday Times.// Retrieved from []

Cauchi, Alex. (2011, August 18). Dying for the Perfect Beach Body. //Wentworth Courier.// Retrieved from: []

Dunn, M. (2010). The non-medical use of Steroids in Australia: results from a general population survey//. Australian and New Zealand Journal of Public Health, 34//(5), 531 – 532. Retrieved from: http://onlinelibrary.wiley.com.ezp01.library.qut.edu.au/doi/10.1111/j.1753-6405.2010.00603.x/pdf

Edemariam, A. (2011, February 26). The Saturday Interview: Susie Orbach. //The Guardian.// Retrieved from: http://www.guardian.co.uk/theguardian/2011/feb/26/susie-orbach-endangered-species-summit

Edmonsond, R. (2006, August 30). The Definition and Purpose of a Blog: What is a Blog? Retrieved from: []

Goodman, R. J. (2002). Flabless Is Fabulous: How Latina and Anglo women read and incorporate the excessively thin body ideal into everyday experience. //Journalism and Mass Communication Quarterly, 79//(3), 712 – 727. Retrieved from http://search.proquest.com.ezp01.library.qut.edu.au/docview/216925957/fulltextPDF/1329DACE07315D033B8/2?accountid=13380

Kubic, K.N. & Chory, R.M. 2007. Exposure to Television Makeover Programs and Perceptions of Self. //Communications Research Reports, 24// (4), 283-291. London: Routledge. Retrieved from []

Lambrou, C., Veale, D. & Wilson, G. 2011. The Role of Aesthetic Sensitivity in Body Dysmorphic Disorder. //Journal of Abnormal Psychology, 120//(2), 443 – 453. doi: 10.1037/a0022300

McCrindle, M. (2008). The Face of Australian Youth. Snapshot – McCrindle Research. Retrieved from http://www.learningtolearn.sa.edu.au/Colleagues/files/links/The_Face_of_Australian_You.pdf

McCrindle, M. (n.d.). Understanding Generation Y. //The Australian Leadership Foundation.// Retrieved October 9, 2011 from http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf

Mission Australia. (2007). //National survey of young Australians 2007: Key and emerging issues.// Sydney: Mission Australia. Retrieved from []

Mosley, P. (2008). Bigorexia: Body Building and Muscle Dysmorphia. //Wiley InterScience, 17//, 191 – 198. Manchester: Trafford General Hospital. Retrieved from http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/pdfviewer/pdfviewer?vid=4&hid=111&sid=f5642285-af36-412b-ab85-1c2b64daab49%40sessionmgr111

Noble, S. M., Haytko, D. L. & Phillips, J. (2009). What drives college-age Generation Y consumers? //Journal of Business Research, 62,// 617 – 628. Retrieved from http://www.sciencedirect.com.ezp01.library.qut.edu.au/science?_ob=MiamiImageURL&_cid=271680&_user=62921&_pii=S0148296308000349&_check=y&_origin=gateway&_coverDate=30-Jun-2009&view=c&wchp=dGLbVlB-zSkWb&md5=cd1fb649e2fd81bcce686c913f4ac70b/1-s2.0-S0148296308000349-main.pdf

Response Ability. (2009). //Mental Illness Facts and Statistics.// Canberra: Australian Government Department of Health and Ageing. Retrieved October 8, 2011 from []

Sheldon, P. 2010. Pressure to be Perfect: Influences on College Students Body Esteem. //Southern Communications Journal, 75//(3), 277 – 298. London: Routledge. Retrieved from []

TheSite.org. (2009). Body Image Timeline. Retrieved from: http://www.thesite.org/healthandwellbeing/wellbeing/bodyimageandselfesteem/bodyimagetimeline

Tumblr. (2011) Tumblr. Retrieved October 22, 2011 from []

WHO (World Health Organisation). (2011). Mental Health. Retrieved from http://www.who.int/topics/mental_health/en/

Williams, K.C. & Page, R.A. (2011). Marketing to the Generations. //Journal of Behavioural Studies in Business, 3,// 1-7. Jacksonville. Retrieved from http://proquest.umi.com.ezp01.library.qut.edu.au/pqdweb?index=3&sid=2&srchmode=1&vinst=PROD&fmt=6&startpage=-1&clientid=14394&vname=PQD&RQT=309&did=2372708811&scaling=FULL&ts=1318898064&vtype=PQD&rqt=309&TS=1318898097&clientId=14394

**__Learning Reflections__**

1. WOMENS TRADITIONAL ROLES IN A MALE DOMINATED INDUSTRY Firstly i love the quote at the beginning. After reading your assignment I thought this summed up the public health issue perfectly and was a great introduction for your piece. I never really thought about the deamning roles women are allocated in sport, however after reading your wiki I fully agree with what you are saying. It made me question and reflect on my own participation in sport over the years and I found I was able to identify with these degrading roles. I never really thought about the lack of media coverage on women's sport however now it is blantantly obvious. Even when women are televised, men always seem to gain the upper hand, as is evident in the tennis, where the men's finals are always given the prime position of going last. Womens role in sport helps to uphold the tradtional sterotypes of gender and the roles they play in society. It is amazing just how much the media is a major structual influence over society, and it is obvious that in order for male and female to be considered equal in the eyes of society, they must first be portrayed as equal through the media. A very interesting read. Great Work! []

2. AUSTRALIA IS IN A GLOBAL MENTAL HEALTH DESERT The artefact that you have chosen attracted me to your wiki. Though it is old, it can still be related to modern society, showing how society treats and views people who are considered different. Though conditions have obviously improved for the mentally ill from this point in time to now, I was surprised and saddened to see that the conditions are still not up to scratch. I found your comparisons between the mental health of Australia and other countries very interesting and eye opening. It is scary to think that only one third of mentally ill people are actually receiving help. It shows that this is a very complicated health issue that obviously needs immediate attention. I think the complexity and amount of factors influencing this issue brings to attention the fact that not one single approach is going to improve the mental health of Australia. Thankyou for a very interesting, and informative read! :) []