Gen+Y+-+SHOTS+SHOTS+SHOTS!!!

Name: Li-Fern Yeo Student Number: n8311463 Tutor: Katie Page

**ARTEFACT**

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“If ya’ll not drunk ladies and gentlemen, get ready to get drunked up!”

The music video ‘SHOTS’ produced by LMFAO featuring Lil Jon portrays that heavy consumption of alcohol gains acceptance into this ‘popular‘ group of parties, handsome men, beautiful women and an unforgettable time. Additionally the video depicts mass ingestion of alcohol as a tolerable norm within the younger generation. Furthermore, procedures to create some of the most infamous and strongest shots are promoted in the clip. Perhaps these diminutive details do not appear as significant; however, the prodigious amount of influence it has upon young crowds is astonishing. This video is merely one of countless others accessible by adolescents. **PUBLIC ISSUE**

Generation Y is a generation known for its capability to consume heavy amounts of alcohol in a short period of time. Alcohol-related violence is a social phenomenon and a serious public health issue that is displayed frequently in the news and newspapers (McMurran, 2007). There have been too many injuries and death caused by people under the influence of alcohol. If this public issue is not addressed immediately the consequences could be severe. **LITERATURE REVIEW**

Mentioned in the articles by Meier and Jorgensen (2010 & 2003), Generation Y has a specific behaviour that makes them unique from all the rest. One attribute that has put Generation Y in a negative light is their heavy consumption of alcohol. The Annual Alcohol Poll report prepared by The Alcohol Education and Rehabilitation Foundation (2011) stated that; in comparison to Generation X, among those who consume alcoholic beverages, Generation Y is 20 percent more likely to have 6 or more standards drinks. Whereas only 11% of drinkers for Generation X would consume as much alcohol. Furthermore, accordingto the Australian Bureau of Statistics (2006) listed that one in five males and one in ten females aged between 18 and 24 years of age had consumed alcohol at a high risk level at least once a week from years 2004-2005. Of those young adults aged between 18 and 24, 25% experienced an event which led in an injury. In addition, in 2001 research has shown that 85% of alcohol consumed by females aged 14–17 years and 18–24 years was consumed at risky or high-risk levels for acute or short-term alcohol-related harm. Similarly, 80% of total alcohol consumed by males aged 14–17 years was above risk thresholds. Furthermore, 23% of males and 18% of females aged 14 years and over consumed alcohol at risk of short-term alcohol related harm at least once a month (Australian Institute of Health and Welfare, 2004). An article by the Australian Institute of Health and Welfare (2004) called //A guide to Australian alcohol data// stated that when the alcohol consumption is above the low risk level, the risk of physical and sexual assaults, domestic violence and homicide will increase. This is further supported by Bye & Rossow (2010, p 131) which also state that several studies have demonstrated that there is an association between alcohol intake and alcohol-related violence. In that the more alcohol ingested the higher the risk of violent behaviour. //A guide to Australian alcohol data// goes on to say that crowding, a predominantly young male crowd, boring entertainment, aggressive bouncers, cheap drinks and high levels of intoxication are main causes of assaults and violence. This deadly combination could easily result injury or death. In contrast, the article makes an interesting comment that places such as nightclubs and pubs are more likely to experience alcohol related violence than restaurants and social clubs. This makes it evident that alcohol intoxication alone is not a strong enough stimulant to cause alcohol related violence. But may increase the risk of violence if there is a presence of conflict or frustration around human interaction (Australian Institute of Health and Welfare, 2004). One article took the method of shutting down pubs at 11pm. They were able to determine that by shutting pubs at 11pm it would decrease the homicide rate by almost 9 murders a month in a city of 360 000 people (Raw, 2007). However the limitations were that there was inadequate local data which meant they couldn’t control the demographic, social and economic changes that could have effect the crime rates. Another article used a cognitive-behavioural treatment programme known as //Control of Violence for Angry Impulsive Drinke//r (COVAID) which are given to people how have been charged with an alcohol-related offence. This treatment programme addresses aggression and violence as the principal target behaviours. From the result collected, COVAID could be a promising start into creating an intervention for offenders. They found that COVAID participants had a lower chance of being reconvicted of an alcohol-related offence after 18 weeks. Even though COVAID looks promising as an intervention for alcohol-related offenders, there are some limitations to this model and the information presented. Given that the sample size was small there was still a positive outcome. But due to the short follow up periods as well as the lack of an adequate control group, further analysis into this issue must be necessary (McMurran, 2003). **SOCIAL ANALYSIS**

Currently, Generation Y has facile accessibility into social media, in which has formed a stereotype that heading out to clubs and pubs and becoming intoxicated is a norm in society. Moreover, social events for instance music festivals are an additional excuse to inebriate their bodies in order to be ‘cool’ and have a ‘good’ time. The most concerning and biggest event for adolescents in Australia, is Schoolies Week.

One of the largest events that increases alcohol related injuries by young adults in Australia is the annual schoolies week. Hosted at the Gold Coast, Sunshine Coast and Airlie Beach every year, Schoolies week is a social trend where the entire senior class graduates across Australia (Maticka-Tyndale, Herold, Oppermann, 2003) celebrate the end of High School. However, it appears that this event has become a misfortunate opportunity for under-aged adolescents to binge drink; where considerable measures of alcohol-fuelled violence occur. The Daily Telegraph confirmed that after the opening night of schoolies week, two men were assaulted. The fight escalated near Surfers Boulevard around 11pm and resulted to one of the individuals was glassed in the face and was brought to the Gold Coast hospital. Another article in The Daily Telegraph posted a story that verbal abuse between a group of young intoxicated girls quickly turned into a girl-on-girl brawl. Seconds later, four teenage girls were hair pulling and punching, reverting to their primal instincts that usually would be seen by the opposite sex.

One of the main social groups that help during schoolies week is The Red Frogs Australia Chaplaincy Network otherwise known as The Red Frog Crew. Their objective is to create a fun, yet safe environment for the students attending schoolies week. The Red Frog Crew members are made up of volunteer mostly from university. Some of the jobs that a Red Frogs member have to perform are walking intoxicated teenagers back to their apartment safely, cooking breakfast for schoolies, cleaning apartments and help registering schoolies members.

The social learning theory claims that adolescents are very vulnerable to role models in the family and in the social media. Various studies have supported this theory that adolescents will also learn to be violent due to experiencing or witnessing acts of aggression from their family, schools or social media (William-Evans & Myers, 2004). Therefore when adolescents are watching video clips like the one above they can be easily influenced to try and as simulate the clip and its events like music festivals and schoolies week that can make it happen.

**ANALYSIS OF ARTEFACT AND OWN LEARNING REFLECTION**

The song '//SHOTS'// represents individuals misusing and consuming alcohol at a high risk level, a level that will increase the level of alcohol-related violence. This song relates to me personally because I have experienced similar events such as schoolies, parties, clubbing and going to pubs. I have seen first-hand at what alcohol can do to your vision as well has bodily movement. I believe that the video clip is a close representation of the Generation Y’s culture. In addition, I strongly believe that this song, as well as many other songs, are not helping the problem. Due to the fact that adolescents can be influenced easily and by watching these music videos could potential cause them to perform similar stunts.

I have learnt to stop and recognise the media items that are targeting and influencing Generation Y in today’s society during this piece of assessment. It has given me great insight into what could happen if an individual is heavily intoxicated. In the future, I will most certainly take more time to think about my action and the repercussions that could occur if I go through with these actions. This will increase my chance of sustaining less or no injuries for myself as well has friends and family members.

**REFERENCES**

 Australian Bereau of Statistics. (2006). //Alcohol Consumption in Australia: A Snapshot, 2004-05//. Retreived from: []

Australian Institute of Health and Welfare. (2004). A Guide to Australian Alcohol //Data//. Retrieved from: []

Australian Institute of Health and Welfare. (2011). 2010 National Drug Strategy Household Survey Report. Retrieved from: []

Bye, E.K., & Rossow, I. (2010). The impact of drinking pattern on alcohol-related violence among adolescents: An international comparative analysis. //Drug and Alcohol Review, 29//(2), 131-137.

Jorgensen, B (2003). Baby Boomers, Generation X and Generation Y? //Foresight (Cambridge), 5//(4), 41-49

LMFAOVEVO. (2009, December 4). LMFAO – Shots ft. Lil Jon [Video file]. Retrieved from: []

Maticka-Tyndale, E., Herold, E., Oppermann, M. (2003). Casual Sex Among Schoolies. //The Journal of Sex Research//, //40//(2), 158-169.

McMurran, M. (2007). An Intervention for Alcohol-Related Violence. //Mental Health Review Journal//, //12//(3), 7-9.

Meier, J., Austin, S.F., Crocker, M. (2010). Generation Y in the Workforce: Managerial Challenges. //The Journal of Human Resource and Adult Learning, 6//(1), 68-78.

Raw, M., Duailibi, S., Ponicki, W., Grube, J., Pinsky, I., Laranjeira, R. (2007). The Effect of Restricting Opening Hours on Alcohol-Related Violence. //American Journal of Public Health//, //97//(12), 2276-2280.

Schoolies Week Begins with a Bang. (2010, November 21). //The Daily Telegraph//. Retreived from: []

William-Evans, S.A., & Myers, J.S. (2004). Adolescent violence. //The ABNF Journal, 15//(2), 31-34

REFLECTIONS

Hey Samuel, Awesome job, very interesting wiki you have written. The statistics that you presented in your wiki are quite disturbing and does scare you a little bit. I like how you wrote the statistics part in your literature review in such a way that it had a very clear flow and wasn't sounding like you put random stats everywhere. The limitation you stated about how the Australian Governmental data does separate between the different types of intercourse is a thought-provoking point and does leave questions unanswered about this topic. After reading this wiki I am interested to read future evaluations of this topic. Good job on this interesting wiki. Li-Fern.

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Hey Sam, Very well written wiki. I fully agree with what you are saying that if women want to be recognised in sport, they have to work so much harder and most likely they still will not be recognised the same as their male counterparts. It is also quite shocking that gender stereotypes of girls and boys happen at such a young age. I like the point you made about how female commenters also struggle for equality and that they are battling between their profession and sex. It can still easily be seen that there is still a massive equality between male and female in the sporting culture. This wiki was an excellent example of it. Good work! Li-Fern []