I+want+it+all,+yeah+yeah,+I+want+it+all,+I+want+it+all,+and+I+want+it+NOW!!!!!!


 * Name: Terasa Wedley **


 * Student Number: n00790435 **


 * Tutor **: **Emily Mann**

[|I want it all]



"I Want It All", a song by English rock band Queen, is featured on the album “The Miracle” released in 1989. The song, written by guitarist and backing vocalist Brian May notably features themes relating to rebellion and social upheaval. May, however, claims that it is about having ambition and fighting for one’s own goals, it is because of this, the song became an anti-apartheid song in South Africa and has also been used as a gay rights protest theme and a rallying anthem for African-American youth. "I Want It All" reached number three on both the UK Singles Chart and the American Billboard Hot Mainstream Rock Tracks chart, number 50 on the Billboard Hot 100 chart and number one in other European territories. The song is sung mainly by Mercury, with May singing on the choruses. Unfortunately Mercury never performed the song live, as he died in November 1991 from AIDS (QueenOnline.com, 2010).

Technology is said to define the generations. The Baby Boomers delivered Generation X the VCR and PC and, with some help from Generation X, delivered Generation Y video game consoles, the internet and text messaging. Generation Y is seeing greater connectivity across space and time due to enhanced availability of technology. It has been speculated that this might mean a greater instability in relationships. Yet Vanzetti and Duck (1996) conclude that contrary to the expectation that technology creates isolation, it actually increases the desire for people to meet, retain and maintain contact.

Generation Y are experiencing a different kind of childhood where family stability in increasing as the surrounding culture renews its appreciation of and support for the family unit (Howe & Struss, 2000). Parents of Gen Yers have begun to tighten up, watching their children almost nonstop and as a result are growing up feeling more confident in themselves than previous generations. Add to this confidence that fact that as a group they are more numerous, more affluent, better educated, and more ethnically diverse you have the formula for a potentially very powerful group of people (Howe & Strauss, 2000). Howe and Strauss (2000) seem to suggest that Gen Y is a fortunate and valuable group but given the increasing disparities in the work these generalisations are hard to accept. There are indeed more individuals who are educated but that does not necessarily mean they have relatively better lives or means compared to their parents. Arnett (2000) found that Gen Y do not perceive the negative prospects for the generation as specifically affecting them.

Members of Generation Y belong to the best educated and are also the most culturally diverse generation in history (Neuborne & Kerwin, 1999). Many of this generation are extremely literate but take a cynical attitude towards government, believing that the system as a whole, including pensions, health care and job security will not be there for them (Thau, 1996). There is a general decline in social trust or the perceived social issue of the unravelling of the social fabric and conflicting messages about values (Halstead, 1999).

Generation Y is almost large a demographic in the United States as the baby boomers. The group is also sometimes referred to as the Millennials or the Echo-Boomers. This generation is well informed, media-savvy, supposedly display a strong work ethic and have grown up understanding the new digital economy. They are comfortable with changes brought by the new technology and e-commerce (Alch, 2000). They are conversant with a communications revolution transforming business, education, health care, entertainment, government, and every other institution in our society (Alch, 2000).

Having grown up in a more media-saturated, brand conscious world than their parents, Gen-Yers encounter advertisements in different planes than their parents. Wolburg and Pokrywczynski (2001) believe that the years of intense marketing efforts aimed and Gen-Yers have taught them to assume the worst about companies trying to coax them into buying something. These analysts also believe that Gen-Yers respond better to humour, irony, and the “unvarnished” truth for example the Spite advertisements that parody celebrity endorsers and carry the tagline of “Image is nothing. Thirst is everything. Obey your thirst”(Windham, 2005). What defines Generation Y when compared to Generation X is a pervasive sense of political incorrectness, brashness and a desire for instant gratification. While their parents found technology dehumanising and too big, Gen Y have personalised the technology as it develops (Costello, Lenholt & Stryker, 2004; Ritchie, 1995). Estimates show that Gen Yers are one-third less likely than their parents to read newspapers, believing that there are quicker, better, and ways to stay informed (Costello, Lenholt & Sryker, 2004; Stepp, 1996).

Generation Y has been increasingly detached from traditional sources of cultural influence like families, churches, or schools. They avoid obvious consumption, since “keeping up the Joneses” has never been their dream (Oblinger & Oblinger, 2005; Tieszen, 1996). Many of their neighbours are from different cultures, speak different languages and hold different values.Gen Y began their careers with the assumption that they will be changing jobs frequently (Djamasbi, Siegel & Tullis, 2010; Wallace, 2001). Wallace (2001) suggests that Gen Y workers, who have high parental involvement in their career decisions, will transform the workplace as they bring technical skills, a strong entrepreneurial outlook, a deep-seated social consciousness and a healthy dose of questioning and change. Coupland (1991) coined the term Generation X in his novel “Generation X: Tales for an Accelerated Culture”. Coupland’s novel tells the story of three people in their mid to late twenties as persons reluctant to transition into the role of adulthood. Generation X is depicted as daunted by the mixed economic prospects that they will face in the workplace, they the personal debt they will accumulate by the time they leave higher education and by the national debt that has been left to them by previous generations. Generation Xers have been characterised by their materialism, cynicism and pessimism (Riches, 2008; Oblinger & Oblinger, 2005; Holliday, 2004; Miles, 1997).

For Generation X their childhood involved falling family stability and under protective parents (Holliday, 2004; Howe & Strauss, 2000). Arnett (2000) found that Generation X viewed their individual futures optimistically and believed that their lives would be as good as or better than their parents’ in financial, career achievements, personal relationships and overall quality of life. Wallace (2001) notes Arnett (2000) found that Gen Y do not perceive the negative prospects for the generation as specifically affecting that Gen X lived through the loss of lifetime employment within a corporation (Riches, 2008).

When it comes to health and wellness, Gen Y is less concerned about most things than the general population. According to the 2007 Health Focus Trend Study, their key health concerns do not mirror the general population. Their top five concerns in order are tiredness, stress, cancer, depression and cardiovascular disease. Twenty-eight percent of 18-29-year-olds report being affected by depression. This is five percentage points higher than the general population, a significant difference(Health Focus International, 2007; Katz, 2007). However, Gen Y is actually an upbeat generation secure in their self-worth and their ability to succeed. But according to USA Today, the trauma with which this group has grown up is shaping their outlook to a large degree. This is a group that has grown up not only with foreign wars but with repeated tragedies such as 9/11, Hurricane Katrina, Columbine, and Virginia Tech (Katz, 2007).

In response to stress and packed lives, Gen Y has two key emerging areas of nutritional interest: energy and immunity. When asked which areas of nutrition or health they want to learn more about or want more information on, foods that boost the immune system tops the list. Also included in their top five are high-energy foods and foods that generally enhance health (Health Focus International, 2007; Katz, 2007). The Australian Bureau of Statistics' National Health Survey (1992) show that in 1990 the youngest adult males (aged 20 to 24 years) who belonged to Generation X had a mean body mass index of 23.6, but by 2005 Generation Y 20 to 24-year-old registered a BMI of 24.5 - moving closer to 25 (the BMI that heralds overweight) (ABS, 2006). The females of these generations fared better, but the same upward trend can be observed with a rise from 22.1 for Generation X to 23.1 for Generation Y. At a population level an increase of one unit of body mass index is substantial (ABS, 1992; ABS, 2006).

In addition, their childhood, filled with planned activities, has extended into their adult lives, and they are very busy and over taxed. Twenty-eight percent describe their diets as unhealthy versus only 19 percent of the total population; almost half of them wish they had time to exercise more versus a third of the total population; and 29 percent say they smoke as compared to 19 percent of the total population (Katz, 2007). While the National Health Surveys allow us to examine trends in body weight over time, there is limited information on why these trends exist. One of the areas that respondents are asked about is their leisure time physical activity. Analysis of the statistics found that Generation Y males are spending less time and expending fewer kilojoules in leisure time walking and more vigorous exercise than their parents' generation. Young women spend the least time in leisure physical activity (ABS, 1992; ABS, 2006). Generation Y needs to get away from computers and video games when it comes to leisure pursuits.

As the Baby Boomers reach retirement, they are pounding suburban pavements in a bid to prolong their lives. However, the obesity epidemic that Gen Y may struggle to overcome is largely their creation (Oblinger & Oblinger, 2005). The economic prosperity the Baby Boomers have delivered for their offspring and technical innovation since the 1980s have been major factors in shaping Generation Y. Food has never been so plentiful or within the budgets of so many, with energy-dense fast foods often the most competitively priced. Interesting but not surprising is the fact that when it comes to levels of concern about different food safety and nutritional issues, such as trans fats, Gen Y has less concern than the total population (Health Focus International, 2007; Katz, 2007). This makes sense as younger people generally have a greater sense of invincibility and tend to worry less in general about things they don’t perceive as affecting them (Katz, 2007). Generation Y have been born into a world that makes it easy to become overweight and obese. While older generations now experience the same world, their uptake of elements from this new world may be less and food habits and patterns of leisure time may have been formed in a less obesogenic period and now persist as they age (Katz, 2007).

Generation Y does not need the finger of disapproval wagged at them but instead understanding by governments, health authorities and the public that a cooperative approach is needed to lead them to a healthy adult life. Boulding and Boulding (1995) predict that young people will increasingly demand and have a say in decisions regarding their life, lifestyle and spaces where they live. Yet over the past two decades the percentage of children in poverty has doubles from 1.1 million to 2.8 million. Given this and other disparities in the experiences of youth, the question arises of how useful a tag like ‘Baby Boomer’, ‘Generation X’ or ‘Generation Y’ is in identifying the needs, concerns and aspiration of today population.

**Analysis of the artifact and learning reflections** Although recorded and released in 1989 the song ‘I want it all’ has transcended through the years from the young ‘Baby Boomers’ to ‘Gen X’ and finally to ‘Gen Y’. Gen Y may not know who ‘Queen’ are but they know the song and relate to the lyrics. The song lyric interpretations vary from messages of rebellion and social upheaval to inciting ambition and fighting for one’s own goals. The lyrics provoke empowerment and self-belief, and are symbolic of the environment of confidence and acclaim that appears to have surrounded Generation Y since birth. Gen-Y has been raised expecting they are entitled to personal happiness and are to gain that through whatever means they deem appropriate. However, we cannot brand all members of this Gen Y with the same brush. It would be remise of other generations such as the ‘Baby Boomers’ or ‘Gen X’ to lump all young people via these assumptions. As previously stated this song was released in 1989 and has been used by at least two generations as a theme song so therefore we cannot just label Gen Y as the ‘I want it all’ generation.

**Reference List**
 * Alch, M. (2000). The echo-boom generation: a growing force in American society. //The Futurist, 34//(5), 42-46.
 * Arnett, J. (2000). High hopes in a grim world: emerging adults' view of their futures and "Generation X". //Youth and Society, 31//(3), 267-286.
 * Australian Bureau of Statistics and Department of Health and Aging. (1999). //National Nutrition Survey: Foods Eaten Australia 1995.// Retrieved October 12, 2011, from http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/0/CA25687100069892CA256888001CD460/$File/48040_1995.pdf
 * Australian Bureau of Statistics. (1992). //National Health Survey 1989-1990.// Retrieved October 12, 2011, from http://www.ausstats.abs.gov.au/ausstats/free.nsf/0/B7B2FBD6D19AA192CA25736F001CE1C9/$File/National%20Health%20Survey%20(1989-90)%20CURF%20Information%20Paper.pdf
 * Australian Bureau of Statistics. (2006). //National Health Survey: Summary of Results 2004-2005.// Retrieved October 12, 2011, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Previousproducts/4364.0Media%20Release12004-05?opendocument&tabname=Summary&prodno=4364.0&issue=2004-05&num=&view=
 * Boulding, E., & Boulding, K. (2002). //The Future: Images and Process.// London: Sage Publications.
 * Costello, B., Lenholt, R., & Stryker, J. (2004). Using Blackboard in Library Instruction: Addressing the Learning Styles of Generations X and Y. //The Journal of Academic Librarianship, 30//(6), 452-460.
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 * Miles, P. (2007). //Generation X: A social movement towards cynicism (postmodern, rolling stones, pearl jam).// Las Vegas: University of Nevada.
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 * Oblinger, D., & Obliger, J. (2005). Boomer, Gen-Xers and Millennials: Understanding the new students. In D. Oblinger, & J. Oblinger (Eds.), //Educating the Net Generation// (pp. 12-31 [EBL version]). Retrieved from http://www.educause.edu/educatingthenetgen.
 * Riches, A. (2008). //Is Gen Y Afraid of Anything?// Retrieved October 3, 2011, from http://www.refresher.com/mindfulnetwork/articlelive/articles/69/1/Is-Gen-Y-Afraid-of-Anything/Page1.html
 * Ritchie, K. (1995). //Marketing to Generation X.// New York: Ington Books.
 * Stepp, C. (1996). The X Factor. //American Journalism Review, 18//(9), 34-38.
 * Thau, R. (1996). How do you target a market that wants to be left alone? //Vital Speeches of the Day, 62//(21), 664-67.
 * Tieszen, L. (1996). //The X Market (Generation X)//. Retrieved October 3, 2011, from http://business.highbeam.com/138368/article-1G1-18972065/x-market
 * Vanzetti, N., & Duck, S. (1995). The future of interpersonal relationships. In N. Vanzetti, & S. Duck (Eds.), //A lifetime of relationships.// (pp. 487-508). Detroit: Brooks/ Cole.
 * Wallace, J. (2001). After X come Y. //Human Resource Management, 46//(4).
 * Weiler, A. (2004). Information-Seeking Behavior in Generation Y Students: Motivation, Critical Thinking, and Learning Theory. //The Journal of Academic Librarianship, 31//(1), 46-53.
 * Windham, C. (2005). The Students Perspective: Father Google and Mother IM - Confessions of a Net Gen Learner. In D. Oblinger, & J. Oblinger (Eds.), //Educating the Net Generation// (pp. 50-60 [EBL version]). Retrieved from http://www.educause.edu/educatingthenetgen.
 * Wolburg, J., & Pokrywczynki, J. (2001). A psychographic analysis of Generation Y college students. //Journal of advertising research, 41//(5), 33-52.

**Learning engagement and reflection task** Links to wikis that I have comment on @http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_74639_1%26url%3D []