'You+are+what+you+buy'+-Implications+of+Gen+Y's+consumerist+behaviour

Name: Frances Ziesemer Student Number: n7540876 Tutor: Colleen Nilland

[|Charlie Brooker on My Sweet 16] media type="youtube" key="0b7mwTK564o?version=3" height="360" width="640" Artifact This clip is taken from a television program broadcast in the UK, called ‘Charlie Brooker’s Screenwipe’. It involves an analysis and commentary of current TV shows in our society and is described by BBC as ‘an irreverent sideswipe at the world of television by the misanthropic TV critic’ (British Broadcasting Corporation, 2011). Charlie Brooker focuses on the television show My Super Sweet 16, a reality program in America which follows sweet sixteen birthday parties. It illustrates the tantrums and drama’s associated with achieving the faultless birthday party along with receiving the desired gifts (usually an expensive car) and perfect outfit, everything that the teen desires.

Public Health Issue The mental health of Generation Y in Australia is a major public health issue in today’s society with one in four young Australians having a mental disorder in 2007 (Australian Bureau of Statistics, 2007) and 20% of adolescents around the world will having experienced mental health problems(World Health Organisation, 2011). These alarming statistics are a result of the society that generation y has been raised in, encouraging highly consumerist behaviours along with importance being placed on the concept of individualism. This combination being a central feature in their lives therefore has adverse affects on the mental health of this generation. Leading to increased suicidal thoughts and high health risk behaviours such as smoking and alcohol and drug abuse (Australian Bureau of Statistics, 2009), leaving the question to be asked, how healthy is the future of our nation.

Literature Review  Stearns (as cited in Deutsh & Theodorou, 2010, p. 230) defines a consumerist society as one in which “many people formulate goals in life partly through acquiring goods that they clearly need for subsistence or for traditional display. They become enmeshed in the process of acquisition and take some of their identity from a procession of new items that they buy and exhibit”. Generation Y has been raised in a consumerist society as defined by Stearns which encourages a variety of consumerist behaviours, the cause of a decline in mental health of youth. Individualistic beliefs relating to materialism also play a role on the rise in mental health problems, as the idea of a consumer culture becomes a tool to create individual identity and position in society (Deutsh & Theodorou, 2010). Research shows that there are a number of different angles from which a combination of this consumerism and individualism has effects psychologically on Generation Y.   Media is a main in culprit driving the acceptance of consumerist values. Hill (2011) reports that advertising plays an important role on consumerism, and can be harmful psychologically and physically to health of the population. The media promotes the ideal and desirable lifestyle including success, control, autonomy and happiness (Hill, 2011). Generation Y is a generation like no other before it as they are raised with the rapid growth of technology which contributes greatly to an increased exposure to marketing and advertising with the ease of access to technology such as television and the internet (Twenge, 2006). In fact, people born after 1980 have been subjected to as many as 20 000 commercial messages a year over 15 years (Belleau, Summers, Xinjiao & Pinel, 2007). A study conducted by Deutsh and Theodorou (2010) in which a data from four years of ethnographic observations and interviews of adolescents living in project housing are conducted. It is found that that there is a belief that money equals power and consequently the purchase capacity of an individual shows their status and position in society. It is therefore found that differences in social class can be masked through consumption with the opportunity to display individual identity. However, this places pressure on those with financial difficulty to purchase items which construct this identity, causing implications for the mental health of the group. High risk behaviours are also increased as Generation Y’ers feel as though they must find a way to purchase these material goods to prevent remaining ‘identity less’, often resorting to selling drugs to make money. This however, was found to be the case in the same study in which only a small selection of Generation Y is examined and in this case the outcomes would only apply to those in the same situation with low socio-economic status. The creation of identity through consumption is also portrayed through the media in relation to body image. Messages are constantly being sent insinuating that consumption and purchasing advertised goods is linked to gender performance (Deutsh & Theodorou, 2010). Society increasingly expects boys/girls and men/women to buy their way into attractiveness with plastic surgery rates doubling in the past ten years (Deutsh & Theodorou, 2010) (Twenge & Campbell, 2010). Pressure is especially felt by girls to be pretty and boy’s to be highly masculine (Twenge, 2011). The concept of branding and body image in relation to identity is explored in research completed by Hill (2010). Advertising companies are portraying branded images such as clothing brands, body branding such as piercings, tattoos and cosmetic surgery which Generation Y in today’s society cannot resist. Thus, the creation of an illusion that these images are necessary to be an individual, once again reinforcing the connection of identity and materialism (Hill, 2010). Often resulting in low-self esteem and body dissatisfaction, purely from the obsession to become socially desirable fuelled by media and advertising (Hill, 2010). Overall, consumerist trends are leading to higher financial demands, higher expectations and more importance on extrinsic values such as money, image and fame according to Twinge, Campbell and Lance (2010). Twenge (2011) uses statistics from the most recent MMPI study to draw conclusions on the link between disconnection and social isolation to an individualistic society with high expectations from life. The study proves that youth place high importance on extrinsic values in conjunction with high expectations such as living out the dream of obtaining high paying jobs, being millionaires, owning expensive cars and houses along with fame (Twenge, 2010)(Twenge, 2006). When in actual fact the expectation of these youth achieving these anticipated educational degrees and prestigious jobs in reality outweigh those actually achieved creating more disappointment with implications to mental health (Twenge, Campbell, Hoffman & Lance, 2010). Generalisations have been made in the review of literature on the subject of changes in culture and society in relation to mental health issues due to consumption and individualism. This is necessary due to the size of the population group with regards to attitude behaviours, cultural differences also have to be recognised. Consumerism is growing all over the world; however changes are noticed more dramatically in collectivist cultures such as Chinese showing in research to have more heightened outcomes (Twenge, 2009).

Social and Cultural Analysis Consumerism is inescapable in today’s world; everyday advertisements are thrown in our faces. Whether the messages are ignored or acted upon, they still have great influence on the way our lives are lived. According to Sandywell (1995, p. 144) the idea of consumption has existed for many years, however the introduction of rapidly growing technology and the speed of information processing has amplified the effect of these tendencies which were already occurring. Globalisation, technology and growth of individualism have affected consumption habits in a large way. It has become the creator and perpetrator of dominant values of culture, with the introduction of a various range of social norms within today’s society (Kilbourne, 2011). Jean Baudrillard, the social theorist explored the concept of the object value system which ultimately describes four different stages of intention of buying an object, these being functional capacity, exchange (the value of an object), symbolic reasons and most importantly the sign value of an object. His main ideas revolve around purchasing for the sign value, placing higher importance on spending money to purchase for the stigma attached to it in order to suggest social values such as taste and class (Baudrillard, 1996). Over time, the dominance of sign values through dominance of a consumer culture results in everyday life becoming more commodified (Sandywell, 1995). These movements and social changes pose a great risk to the health of people affected. Sut Jhally (as cited in Kilbourne, 2011) states that ‘not to be influenced by advertising would be to live outside culture’, reinforcing just how greatly the rise of consumerism has affected culture today. In the midst of these societal changes is Generation Y. The major defining point of Generation Y, otherwise known as the net or iGeneration is the invention and development of the internet. The values, attitudes and beliefs of this generation revolve centrally around those of a consumer variety with emphasis placed on consuming for identity, a strong resonance with beliefs from an individualistic culture. Gaining identity as a marked consumer process is common within modern society; the idea confirms values such as social status authority and power (Sandywell, 1995). This has severe complications as Generation Y is losing sight of real happiness as the current mentality is to ‘consume your way to happiness’. Culture and society are not helping the issue at all with advertising norms shaping the way we think. For example advertisements such as these

show how the culture of consumerism promotes dehumanisation and relationships with material objects, just to sell the product. It should be obvious that the idea of material products ultimately replacing human interactions and relationships will have repercussions on mental health issues for the generation most affected by it. This is already proven with statistics showing the increase of the prevalence of mental health problems in Generation Y over the years, commonly due the increased desire for material wealth (Australian Bureau of Statistics, 2007). Generation Y is a large cohort of people, therefore generalisations must be made when analysing the group. People are going to be affected by consumerism differently and will have varying levels of the need to express individualism; therefore not everyone will be influenced in the same way by the societal expectations within culture. However Generation Y is still living in this time of growing consumerist values which will indeed affect the way they live, all around them a toxic society is being built which undermines the humanity of culture and soicety in which they are living with relation to psychological health. This is an important issue which needs to be addressed in order to improve the health and wellbeing of the future generation. Actions with regards to sustainable practice of advertising and consumption must be taken in order to create safe and health society and culture for future years. Artifact Analysis The video depicting ‘My Super Sweet 16’ is representative of youth behaviours and values explored in this essay. Consumerist and individualistic values of the teenager shown are quite evident throughout as would be the same with every other Generation Y teenager featured. It strongly highlights the warped individualistic behaviours, even borderline narcissistic, of Audrey as well as high consumer expectations (this being the fact that she is unhappy receiving her birthday gift, a Lexus car). Multiple brand names are mentioned, reinforcing again the value placed on materialism by this age group. The relationship between Audrey and her mother illustrates the distance and detachment proven to be of concern to this generation in regards to mental health. Although I believe that this is an extreme of normalcy in current society, it is a good portrayal of what the future could hold if the issue goes unnoticed and even supported by television shows such as this one. This assessment piece has informed me of the health risks associated with the influences in society and has taught me that change does in fact need to be made. With regards to my future learning and thinking process, it has expanded my mind to be able explore issues from a range of different angles. Being able to understand from different aspects is very beneficial to receive full understanding of a topic.

Learning Engagement and Reflection Task

** Reflection 1 Title - Girl please! My mascara runs faster than you do. **  **Subject - Reflection-Frances Ziesemer ** What a great essay! Firstly, the title is brilliant; it drew me in straight away. The artefact is also very good, it reinforces the whole point to the extent that I didn't even know about the survey for top ten sportswomen let alone the scandal attached to it. Your point exactly, not enough media coverage on women in sport. Your essay was very easily understood with interesting statistics strengthening your argument a great deal. I was particularly interested in your ideas on Act 42 and the woman wanting to box. The restating of the act is a clever tool in showing just how unfair the whole situation is within society. I am not a huge sports player myself however, your essay has made me want to get involved and support the cause more after seeing the extent to which this issue is within our culture. Congratulations!

Very interesting discussion. Being a female I can relate and understand the stresses and trauma’s associated with the Pap Smear procedure. It is interesting to think about the issues attached to the treatment stemming from women from different cultural backgrounds. Banning male doctors is a brave step to overcome the issue and I also believe that the negative stigmas associated with the procedure is a large issue and as you state the lack of awareness in society and the media needs to be addressed. Great, well researched essay!
 * Reflection 2. Title - The Perversion of the Pap Smear. **
 * Subject - Reflection- Frances Ziesemer **

**References ** Australian Bureau of Statistics. (2007). // One in four young Australians have a mental disorder. // Retrieved from []

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Australian Bureau of Statistics. (2009). //Risk taking by young people.// Retrieved from [] ====== = = Baudrillard, J. (1996). //The system of objects/ Jean Baudrillard; translated by James Benedict.//  New York : Verso, 1996.

Belleau, B. D., Summers, T.A., Xinjiao, X., & Pinel, R. (2007). Theory of reasoned action: purchase intention of young consumers. //Clothing and Textiles Research Journal, 25//(3), 244-257. doi: 10.1177/0887302x07302768

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">British Broadcasting Corporation. (2011). Charlie Brooker’s Screenwipe. Retrieved from []

Deutsh, N. L. & Theodorou, E. (2011). Aspiring, consuming, becoming: youth identity in a culture of consumption. //Youth and Society, 42//(2), 229-254. doi: 10.117/0044118X09351279

Hill, J. A. (2011). Endangered childhoods: how consumerism is impacting child and youth identity. //Media, Culture and Society, 33//(3), 347-362. doi: 10.1177/0163443710393387

Kilbourne, L. "Jesus Is a Brand of Jeans." //New International Magazine//. Permalink, 1 Sept. 2011. Web. 31 Oct. 2011. [].

Sandywell, B. (1995). Forget Baudrillard? //Theory, Culture and Society, 12//(4), 125-152. doi: 10.1177/026327695012004009

Twenge, J. M. (2011). Generational differences in mental health: Are children and adolescents suffering more or less. //American Journal// //of Orthopsychiatry, 81//(4), 469-472. doi: 10.111/j.1939-<span class="skype_pnh_print_container"><span class="skype_pnh_print_container"><span class="skype_pnh_print_container"><span class="skype_pnh_print_container"><span class="skype_pnh_print_container"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115  <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"> <span class="skype_pnh_dropart_span"> <span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"> 0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"> <span class="skype_pnh_dropart_span"> <span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"> 0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting     <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting     <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting     <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting     <span class="skype_pnh_mark">end_of_the_skype_highlighting Twenge, J. M., & Campbell, W. K. (2010). Birth cohort differences in the monitoring the future dataset and elsewhere: Further evidence for generation me – commentary on Trzesniewski & Donnellan. //Perspectives on Psycological Science, 5//(1), 81-88. doi: 10.1177/1745691609357015

Twenge, J. M. (2006). //Generation me: why today’s young Americans are more confident, assertive, entitled and more miserable than ever before//. New York, NY: Free Press.

Twenge, J. M., Campbell, S. M., Hoffman, B. J., & Lance, C. E. (2010). Generational differences in work values: leisure and extrinsic values increasing, social and intrinsic values decreasing. //Journal of Management, 36//(5), 1117-1142. doi: 10.1177/0149206309352246

Twenge, J. M. (2011). Generational differences in mental health: are children and adolescents suffering more or less? //American Orthopsychiatric Association, 81//(4), 469-472. doi: 10.1111/j.1939-<span class="skype_pnh_print_container"><span class="skype_pnh_print_container">0025.2011.01115 <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115  <span class="skype_pnh_mark">end_of_the_skype_highlighting   <span class="skype_pnh_container"><span class="skype_pnh_mark"> begin_of_the_skype_highlighting <span class="skype_pnh_highlighting_inactive_common"><span class="skype_pnh_textarea_span"><span class="skype_pnh_text_span">0025.2011.01115   <span class="skype_pnh_mark">end_of_the_skype_highlighting

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">World Health Organisation. (2011). Young people: health risks and solutions. Retrieved from []

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