Generation+Y+am+I+so+hedonistic,+materialistic+and+technology-obsessed?

==== This artefact is a youtube video of the song ‘Now Generation’ by the alternative hip-hop band, Black Eyed Peas. It displays the lyrics which provide insights into the behaviour of Gen Y, who are referred to as the ‘now generation’. This song helps to define this generation and brings forth some of their attributes regarding consumption, health, cultural and social conduct. ====

The Health Issue
==== This artefact represents the overuse of technology and associated behaviours of Gen Y and the public health issues that are consequently occurring. Devaluing reality and responsibilities, Gen Y lives through the virtual world, always immersed in social media and new technology. They have short attention spans and a want for everything to be done straight away, essentially desiring immediate gratification. With a lack of patience, they are self-absorbed and are characterized by their materialistic and hedonistic nature. The effects of Gen Y’s negative attributes have led to the creation of public health issues in society such as online addictions, cyber-bullying and seeking temporary satisfactions to avoid boredom, through materialism. ====

Literature Review
==== According to the Australian Bureau of Statistics (2011), Generation Y is known to be the digital generation, as they are a group that have grown up, never experiencing life without technology. Learning, socializing, being entertained and practically living through computers and the Internet has consequently led to this generation to become dependent and in some cases addicted to its facades (Young, 2010). ====

==== As technology is such a large part of what defines this generation, an array of research is evident in regards to this topic. Scholars bring forth positive perspectives regarding the Internet being an open environment for communication and relationships, whilst also benefiting learning experiences (Young, 2010). However, currently the detrimental effects are overriding these positives factors. The rise of generation Y is parallel to the rise in problematic Internet use, with an increase in the prevalence of addictions (Rollins, 11). Not only are Gen Y-ers wasting such a large amount of time immersed in the online world, but they are abandoning their real life and responsibilities to maintain their virtual self, whether through facebook profiles, tweets, games or blogs. The universality and severity of Internet addictions has escalated to such a point that they are now considered a disorder and compared along side drug and alcohol addictions (Rollins, 2011). ====

==== As Gen Y is prone to boredom; the virtual games, fake identities and online relationships can enthrall and entertain this generation. However, the unhealthy outcomes and addictions can lead to depression, and intimacy or identity issues (Dryer, 2007). Peer pressure is also another major problem in generation Y, as considerable emphasis is placed upon other’s perceptions of oneself. Social networking sites and online games allow users to create an avatar or virtual identity; however, this is cruelly judged, forcing generation Y to mould their identity into what is deemed acceptable by society (Young, 2010). Essentially, this can lead to a loss of individuality, as Gen Y are on a never-ending endeavor to find the balance between who they are and who others want them to be (Australia Communications and Media Authority, 2009). Stepping outside society’s indefinable circle of acceptance is the most common cause of cyber bullying (Chaffen, 2008). ====

==== Cyber bullying and online addictions are now of such high prevalence in Gen Y that these public health issues have reached a population scale. The Internet has created a new playground for bullies and with this change of mediums, from physical to virtual, victims of this generation can not escape to their homes or safe places, as the internet and social media emanates constant taunt (Chaffin, 2008). In accordance with cyber bullying, self harm and suicide rates have risen to a new peak and children as young as 13 have been found dead from the severe effects of this generation’s online behaviour (Mintz, 2011). A research study on school students examined their experiences regarding cyber bullying and found that 54% percent of students had been bullied online; 60% of the victims were female and 52% male (Li, 2007). The methodology involved 177 randomly selected year 7 students from two different schools, that were asked a series of questions about cyber bullying in general, then in relation to their own experiences and the consequent effects. Limitations of this study were the slightly higher percentage of females that were involved, also the age group only focused on one year level and the questions were not specific to where the bullying occurred. Overall, this study reinforced that the prevalence of cyber bullying has escalated as over half of the sample group had been bullied online. This is further enforced, as the leading cause of death for current 15-24 year olds is suicide, which has risen by a dramatic 48% over the generational shift from X to Y (Australia Government Office for Youth, 2010). Thus demonstrating that cyber bullying has become a significant public health issue for Gen Y that requires action. ====

==== Generation Y’s overuse and abuse of the Internet, emphasizes their hedonistic and materialistic nature. Seeking the latest technology, from iPods, to iPhones, to iPads and iMacs – one temporary pleasure is not enough for the iGeneration. A phone is no longer just for calling people, but it is for messaging, emailing, taking photos, listening to music, banking and games too (Jenkins, 2009). Generation X endeavored to make the most out of what they had or saved up their coins for a new possession, but Gen Y’s impatience and hedonistic nature has placed them in a race to seek out the latest technology and acquire the most possessions. This desire for immediate gratification and want for everything here and now, has made this generation selfish, yet to stumble upon the realization that materialism has taken over their lives (Development and Learning in Organisation, 2003). ====

==== Keeping up with technology is expensive, and you may question, how can young people and students afford all of this? According to Anderson (2009), generation Y lacks financial commitments, giving them the most disposable income in the population. This allows them to spend 70% or more of their total income on materialistic objects such as the latest technology. On the other hand, 57% of generation X support themselves or a young family - living off their weekly income. Anderson’s research also shows the concerns and time usage differences across these age groups, whilst 40% of gen X’s concerns and time use is family-related, whilst 80% of gen Y are concerned and spend their time focused on self image, materials and immersed in technology (Anderson, 2009). ====

==== The extensive array of research and theories regarding Gen Y and their use of technology collectively highlights that whilst this generation cannot live without the Internet, computers and phones; these are the source of many public health issues. Limitations are evident within statistical research regarding how cyber bullying, materialism and technology use affect public health on a population based scale, but as generation Y is still young, this data will take time to develop. Nonetheless, literature still clearly depicts that generation Y’s behaviour and consumption regarding technology has brought forth public health issues that not only affect them, but families, economy and other parts of society as well. ====

Cultural and Social Analysis
==== According to Smith and Kollock (1999), technology is not only impacting generation Y, but the Internet’s dominating presence is redefining groups, creating movements, influencing social change, trends and cultural forces. It is pivotal to take into account, society and culture to understand and then rectify the associated health problems. Investigating further into social theory, Baudrillard’s theory of hyperreality sheds light on the use of technology through his focus on new communication, in this case, social media and the Internet. He proposed that there is a lack of distinction between reality and virtuality. As this theory was derived many years ago, clearly he was not referring today’s specific technology, however even through the generational shifts from Baudrillard to Gen Y, this theory still applies today to the lack of distinction between one’s real self and virtual self (Baudrillard, 1983). ====

==== With Internet addictions and cyber bullying on the rise, Gen Y’s time immersed in the virtual world only continues to increase, further emphasizing the lack of definition between the two worlds (Baudrillard, 2006). Cyber bullying is so prevalent as bullies do not understand where this line is; lacking the ability to determine wrong from right by not reaping consequences for their online behaviour. Minimal online privacy only amplifies the difficulty to control these issues, as the Internet is so easily accessed (Fleming, Greentree, Cocotti-Muller, Kristy & Morrison, 2006). On the other hand, victims of cyber bullying and their families are suffering emotionally from the online abuse, which can lead to further detrimental effects such as self-harm and even suicide (Chaffin, 2008). ====

==== This technology craze has resulted in materialism becoming of paramount importance to Gen Y. Hill (2005) has suggested that these recent advances in communication technologies and social media are reforming this generation in such a way that their identity and desires are changing with it. Therefore it is of utmost importance to take heed of Baudrillard’s warning; ensuring technology and cyberspace don’t merge into the reality to such a point where ‘real is no longer real’ (Baudrillard, 1983). ====

==== Lower socio-economic and cultural groups are also greatly affected, as they cannot afford to keep up with the latest technology and materialistic objects. This can place them in a vulnerable position, being disadvantaged not only on a learning scale, but also socially, by not fitting in with the latest technological craze. These people then become the targets of cyber bullying, which once again conflates with issues of self-harm and Gen Y’s increased suicide rates (Mintz, 2011). Businesses are even affected, with gen Y becoming more prominent in the work force; gen X has lost their authority as traditional management that lacks the new technology struggles to compete in the industry. This further depicts that technology is literally overtaking all aspects of our culture and society. ====

==== Awareness is an increasingly important issue because if we do not control technology issues now, specifically the detrimental cyber bullying, addictions and materialism, the health issues will only continue to escalate, becoming harder to stop. Although these issues do not affect people equally, the best approach for public health experts would be to focus on a population scale, thus solving future problems through prevention. This can be achieved by following Baudrillard’s guidance and discovering where reality merges into virtuality by perhaps setting time limits for the virtual world in regards to facebook, games and other addiction feeders. A stigma needs to be created regarding cyber bullying, material obsessions and addictions, so society as a whole can be aware of the detrimental path they are on and change to alter the future. ====

Analysis of Artefact and Reflection
==== As we begin to rely more and more heavily on technology to process information and communicate, it is apparent that the use of computers has become an integral part of society and day-to-day life. This is evident through the plethora of cultural artefacts concerning this public health issue. Specifically, this artefact effectively represents that Gen Y, referred to as the ‘now generation’ is characterised by their urgent wants, technology overuse and materialistic and hedonistic attributes. This is depicted through the song’s lyrics, “I want money…fast internet, stay connected in a jet, wi-fi, blasting out an SMS, text me...check me out on the iChat…myspace in your space, facebook is that new place, dip divin’, socialisin’, I’ll be out in cyberspace…checkin’ my account, loggin’ in and loggin’ out, baby, I want it now” (Black Eyed Peaz, 2009). These lyrics, presented to society by Gen Y-ers themselves, accentuate that an awareness has been created, and what essentially defines this generation has led to prominent public health issues. As a part of generation Y myself, I personally feel that I relate to the lyrics and characteristics outlined in this song. I find that without even noticing, I continue to spend increasing amounts of time in the online world, whether for learning, socializing, working, shopping, or even banking, the internet is a major part of my life and without it, I imagine I would seriously struggle. I believe that this evident dependency on technology for our entire generation needs to be controlled; not eliminated, but rather just limited, so people the issues are minimized and people are aware that excessive use can lead to detrimental effects for the whole of society. ====

==== This assessment piece has influenced my perception of not only generation Y and their use of technology, but also how I perceive society and the matters associated with it. I’ve learnt that I need to delve deeper into issues before making judgements and opinions, as this assessment, or more so the entire subject has demonstrated that there is always more the story or another viewpoint to consider. As an undergraduate paramedic, I believe that this will affect my future career and how I learn, think and approach each patient and situation I face. ====