Would+the+Real+Generation+Y+Please+Stand+Up


 * Name: Ben Crew**
 * Student Number: n6378323**
 * Tutor: Judith Meiklejohn**

WOULD THE REAL GENERATION Y PLEASE STAND UP....

__TOPIC : __

GENERATION Y What defines Gen Y? Is it real as a group, or is it a media/marketing creation?  Is there any evidence to say that this group has any specific attributes.

__ARTEFACT : __

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This Song by John Mayer, Waiting on the World to Change is the first single released from his 2006 studio album ‘Continuum’. Waiting on the World to Change is his most successful single earning him a Grammy award in 2007.

__Public Health Issue :__  This artefact reflects a generational and social commentary with sentiments and a message that resonates strongly with Generation Y. Generation Y has grown to rival the baby boomers, comprising one in five Australian’s (ABS, 2006). This is a generation of young people with considerable clout and growing influence (Dembo & Gentile, 2000). Generation Y are a very well researched cohort of young people with the predominant amount of research carried out by marketers and those seeking to retain their services in employment (AIHW, 2008). This essay will report on the specific attributes associated with this generation. It will also analysis the growing research associated with Gen Y in order to better understand the truth behind the branding of this generation.

__Literature Review :__  They are born consumers, materially wealthy and sometimes seem to suffer an overdose of self-esteem. Blackberry in one hand, laptop and an iPod surgically attached to their ears (Patterson, 2007). Generation Y was first coined in an Advertising Age editorial in August ‘93’ describing teenagers of the day. Laden with titles like Millennials, echo boomers and net generation this is a large demographic the product of a birth rate reversal (Howe & Nadler, 2008). They are normally those born between 1980 and 1994 (McCrindle & Wolfinger, 2010), although these dates are widely disputed. This essay will draw on current research uncovering the collective traits of this generation and presenting a social and cultural profile.

 Generation Y are the largest and most cared for generation in history. After the 70’s a cultural change occurred, no longer was having children seen as problematic or irresponsible which resulted in a newfound love of children (Wilson & Gerber, 2008). Born to Baby Boomer parents Gen Y arrived in an era of glorified family values, with devoted parents ready to celebrate and sacrifice for them. Spearheaded by the new popularity of attachment parenting, helicopter parents obsessed endlessly over their special children, ready to hover and swoop at the slightest sign of provocation (Howe & Nadler, 2008). This has transcended into education where fads like nurturing self-esteem and banning failure have contributed to the kids feeling that they are perfect just the way they are (Donnelly, 2011). This generation believes that they are a special generation and can make a difference in the world. There up bringing on the whole has given them self-belief, and in some cases exposed them to a wider view of society (Saulwick & Muller, 2006).

 McCrindle states that this is the most materially endowed and entertained generation ever. Yet they have seen the cost of their parent’s success in terms of broken marriages, absentee parenting and an epidemic of stress related illness (McCrindle, 2009). Gen Y do not live to work but rather work to live. AMP Training institute found most workers (18-29), expect travel opportunities, further training and social events as part of their employment package. This cohort often puts work last on their list of priorities way behind friends, family and themselves (Patterson, 2007). They belong to a new generation that is confident and smart, being the most formally educated generation, with high school retention rates at an all time high of 77% (ABS, 2004). Quality of life matters to this generation that is caught up in a phenomenon of prolonged adolescents, with members of this generation marrying, buying a house and entering the workforce later in life (Manning, 2007).

 This is the first generation to be born into and raised on technology, the Internet powered generation has internalized the Internet and uses it instinctively, they don’t see technology as tools, rather integral parts of their lives (Merritt, 2008). From texting to podcasts to posting on Facebook, Gen Y live in a technology infused environment that allows it to stay connected 24/7 (Wilson & Field, 2007). An outstanding feature of this generation is the central importance of social networks in their lives. This connectedness has seen Gen Y view friends as the family they get to choose (AIHW, 2008). Gen Y want to be understood, accepted, respected and included, their decision making and self-esteem is often linked to the influence of peers and how well they are regarded in their group (McCrindle, 2009).

__Cultural and Social Theory :__ <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> The media plays a large roll in impacting the view’s and opinions of society. So why then is the downbeat image of today’s youth so off the mark? The predictive assumption is wrong, older generations habitually assume that the future will be a straight-line extension of the past, but this is never the case for societies or generations (Howe & Nadler, 2008). This is a generation with a new set of skills and priorities understanding this generation and where they came from can give educators the key to energising the next generation of student leaders (Howe & Nadler, 2008). Could it be a simple case of, those who criticise this generation seem to forget who raised it?

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> Generations contain all kinds if people, each generation has a persona, with core traits. Not all members of that generation share in all of those traits, but it is those core traits that will substantially define the world inhabited by every member of that generation (Howe & Nadler, 2008). McCrindle (2007) reported that Generation Y are a product of their times, which have been characterised by 15 years of economic growth, political stability, rapid technology change, fast moving careers, changing family structures and massive social shifts. They are the most entertained, educated, materially endowed and entrepreneurial, yet supported and protected generation in history (AIHW, 2008).

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> The value of generational differences can be reflected in changes in the culture as a whole. Generations can be a useful in understanding the socio-cultural environment of different time periods (Twenge, 2009). Farenelli (2009) conducted a cross generational study of national health surveys concluding that the results indicated that younger Australians are leading increasingly more sedentary lifestyles, with less time spent in physical activates. It was also noted that a person’s generation has an independent effect on the likelihood of them becoming overweight (Farenelli, 2009). This highlights the importance of understanding generational differences and can help in the implementation and development of specific health strategies. Dividing the population into generations and looking at the different socio and economic experiences, helps us better understand the changes that have occurred and continue to occur in Australia (ABS, 2006).

<span style="display: block; font-family: 'Comic Sans MS',cursive; font-size: 150%; text-align: left;">__Analysis and Reflection :__

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> Waiting on the world to change by John Mayer is a song that seems to resonate strongly with generation Y with some using it as an anthem for this generation. Some people might view the lyrics “That’s why we are waiting (waiting) waiting on the world to change” as gen Y being lazy and apathetic, I don’t however believe in this interpretation. This is a song that has been used as a call to arm’s for Gen Y, showing that they understand what is going on in the world and that they wont be mind washed by the media’s attempt to shape the view’s of a nation or generation. Although it shows that they are clued in, it also symbolises that they are not ready or experienced enough to take control of this world, but they are just ‘waiting’ for there time to shine. I think the power, size and promise of this generation, is summed up perfectly by the lyrics “one day our generation is gonna rule the population”.

Through these assessment pieces I have been able to grab a far greater concept and understanding of generation Y, my generation. Having grown up a gen Yer it didn’t fully appreciate or understand the differences between generations brought about by the environment and culture in which they were raised. An example of this is the ‘you can be anything and do anything you put your mind too’ attitude that was instilled in my generation, that I took for granted was just common parenting practice. I am guilty to a degree of living in my own bubble and not taking the time to understand other generations and their life experiences. In the future I will be more aware of the stereotypes that I sometimes place on people. This assignment piece has been valuable and has enabled me to reassess some of my values.

<span style="display: block; font-family: 'Comic Sans MS',cursive; font-size: 150%; text-align: left;">__Reflective Comments :__ __<span style="font-family: Arial,Helvetica,sans-serif; font-size: 140%;">Mental Who? __

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Well done on your wiki, i found it a very interesting read, with a nice catchy title. I do agree that there is definitely a negative stigma attached to mental health, although i didn't think about how this could also effect their health care. I definitely didn't realise the far reaching effects of mental health with such a large proportion of people affected. It was very alarming to read about the statistics of farmer suicide with 1 every 4 days. This wiki was very educational and has opened my eyes further to the issues of mental health.

__<span style="font-family: Arial,Helvetica,sans-serif; font-size: 140%;">Genuine or Genuine Photo Opportunity – The truth about closing the gap __ <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 120%; text-align: left;">congratulations, this was a very well written and thought provoking wiki. I thought that the title and artefact set up your topic very nicely, and that the use of the 'closing the gap' campaign as a reference point throughout your writing was very cleaver. Having never studied or looked into indigenous health problems extensively i had a very shallow understanding of the problems at hand, but was very surprised that the life expectancy differences are in fact increasing. I do agree with the point made that these government initiatives would be more beneficial with indigenous people leading the programs instead of outsiders. Well done with this assessment piece.

<span style="display: block; font-family: 'Comic Sans MS',cursive; font-size: 150%; text-align: left;"> <span style="display: block; font-family: 'Comic Sans MS',cursive; font-size: 150%; text-align: left;">__References :__ Australian Bureau of Statistics. (2006). A Picture of a Nation: the statisticians report on the 2006 census, 2006. Retrieved from Http://www.abs.gov.au/ausstats/abs@nsf/mf/2070.0

Australian Bureau of Statistics. (2004). Latest Australian Schools Census Results: ABS. Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/mediareleasesbytitle/21DFCF53ADCC7A6DCA256FB100792893?OpenDocument

Australian Institute of Health and Welfare. (2008). The impact of social networks and non-for-profit illicit drug dealing on illicit drug markets in Australia. Retrieved from Http://www.ndlerf.gov.au/pub/The%20impact%20of%20social%20networks.pdf

Dembo, M., & Gentile, M. (2000). Reaching Generation Y. //Public Relation Tactics//, 7(5), p.20. Retrieved from [] 9b39ad32e2c0%40sessionmgr104&vid=1&hid=112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=3492661

Donnelly, K. (2011, November 4). Helicopter parents raising marshmallow kids. //The Drum.// Retrieved from []

Farinelli, M. A. (2009, March 25). Gen Y needs to get active to avoid obesity. //The Drum//. Retrieved from []

Howe, N., & Nadler, R. (2008). Millennials Rising. //Leadership for student activities//, 36(8), 17-22. Retrieved from []

Manning, E. H. (2007). It’s Y Time. //The Officer//, 83(6), p.37. Retrieved from http://proquest.umi.com.ezp01.library.qut.edu.au/pqdlink?Ver=1&Exp=11-05- 2016&FMT=7&DID=1298982851&RQT=309&cfc=1

McCrindle, M. (2007). The new generations at work: Attracting, Recruiting, Retaining and Training Generation Y. //McCrindle Research.// Retrieved from http://www.mccrindle.com.au/resources/whitepapers/The-New-Generations-at-Work.pdf

McCrindle, M. (2009). Understanding Generation Y. //Australian Leadership Foundation//, Retrieved from []

McCrindle, M., & Wolfinger, E. (2010). Generations Defined. Ethos (Carlton, Victoria), 18(1), p.8. Retrieved from [|http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/pdfviewer/pdfviewer?sid=c98e952c-a054-415c-b5c9-] [|69041ceffb4a%40sessionmgr115&vid=2&hid=112]

Merritt, S. R. (2008). Generation Y: A Perspective on America’s Next Generation and Their Impact on Higher Education. //The Serials Librarian,// 42(1-2), 41-49. Retrieved from http://www.tandfonline.com.ezp01.library.qut.edu.au/doi/pdf/10.1300/J123v42n01_06

Patterson, B. (2007, July 8). A-Z of ‘Generation Y’: Theygrewup with mobilephones, the internet, payTV, bottledwater, laptops and Eminem. //Sunday Herald-Sun//, p.86. Retrieved from http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/detail?vid=2&hid=112&sid=3e414e0d-9639-4f3d-b79a- 7423841e6ee8%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=anh&AN=200707081086897647

Saulwick, I., & Muller, D. (2006). Fearless and Flexible: views of Gen Y. //Saulwick Muller Social Research.// Retrieved from []

Twenge, J.M. (2009). Generational changes and their impact in the classroom: teaching Generation Me. //Medical Education//, 43(5), 398-405. Retrieved from: []

Wilson, M., & Gerber L. E. (2008). How Generational Theory Can Improve Teaching: Strategies for Working with the “Millennials”. //Teaching and Learning//, 1(1), 29-44. Retrieved from http://www.worcester.edu/currents/archives/volume_1_number_1/currentsv1n1wilsonp29.pdf

Wilson, M., & Field, K. (2007). Defining Gen Y. //Chain Store Age,// 83(3), 35-40. Retrieved from http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/pdfviewer/pdfviewer?sid=86afea4e-0240-42b4-82a7- ed98331b4a49%40sessionmgr115&vid=2&hid=112