Generation+why?+The+current+‘I’m+sexy+and+I+know+it’+stigma+requiring+questioning+alone!

Brooke Richardson Student number: 8306656 Tutor: Judith Meiklejohn **Artefact**

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The cultural artefact chosen to represent the evident behavioural tendencies of generation Y is the recently popular music video presented by LMFAO, ‘Sexy and I know it’. LMFAO is an electric pop duo who has risen to fame through themed music of partying and drinking, commonly referred to as a style of ‘party rock’.


 * Public Health Issues Central to Artefact**

This cultural artefact was chosen as it effectively illustrates the public health issues depicted by generation Y. Master Influences of the time are filling the lives of generation y more than any other generation. The pop culture and pervasive genres leave generation y disillusioned with materialism which inevitably empowers them to be less idealistic. Social behaviours such as alcohol consumption and recreational drug use are stronger and more compelling agents than ever before as they are becoming esteemed and famed themes through music and the media (Steele, 1985). The artefact also exemplifies the notion that generation Y needs to be effectively and consistently entertained, being born into an individualistic culture. They are a generation that lives with an iPhone in one hand, a latte in the other and music attached to their ears and rather living to work like previous generations they work to live.


 * Literature Review**

These sociological behaviours and the associated public health concerns are becoming a prevalent issue within society and contributing to the negative view surrounding generation Y. According to a survey conducted by the Australian Bureau of Statistics (2006), the proportion of people drinking at a high risk level has increased over the past three National Health Surveys, from 8.2% in 1995 to 10.8% in 2001 and 13.4% in 2004-05. It is evident that the recreational pursuits of generation Y have varied from previous generations, with a significant increase in alcohol consumption. Similarly, the use of recreational drugs is most prevalent in generation Y. Statistics from Australia Institute of Health and Welfare show the age bracket from 18-29 had the highest percentage of drug use in 2004, compared to the percentage of generation X at 20%. Messmer (2008) concludes, generation Y do not have significant financial commitments thus over 70% of their income is often spent arbitrarily, for example on entertainment and the pleasures of society. Also at this age, less focus is put on the serious side of life and more emphasis is placed on the social aspects, reiterating the phrase that gen Y do not generally live to work, rather work to live. The point achieved is that age influences actions and the younger people of generation Y are more susceptible to these potential health risk behaviours.

In a climate of increasing social impact from advertising and the media, significant controversy has risen from the influence it holds over generation Y. Professor Atkin, Hocking and Block (2006) agrees that many millions of youth are bombarded every day with thousands of messages about drinking from glamorous, friendly, healthy, adventuresome, sexy, even famous people telling them of the joys and benefits of drinking. These media based influences are essentially the ‘amniotic fluid’ in which young people’s identity develops. A strong view is captured by Savage (2006), expressing the ever-present nature of music, and its dominant and often detrimental impact on young people. Savage argues, through group interview methodologies, that generation Y’s explicit behaviours are revealed through praxis, ‘a way of being in the world’. This identity construction is echoed through generation Y and unfortunately is altered by the mass Medias way of being. According to the National Association of Women Law Enforcement Executives (2006), the escalated use of antidepressants, prescription medication and other behaviour-altering drugs make Gen Y-ers the most medicated generation in history. These behaviours allow generation Y to become identified with cynicism, skepticism and pessimism (Yan, 2006).

Both Korn (2000) and McCrindle (2011) also acknowledge the increase in health risk behaviours is due to the specific age and life-stage of generation Y and their differing priorities. Social markers and events of the time generate different paradigms through which the world is viewed and choices are made. The generation’s economic experiences are a root of a divide with Generation X being a workforce raised during a bleak job market, a soaring national debt and the lack of opportunities shaping their worldview. In comparison, generation Y grew into an economic expansion, tending to be more optimistic, expecting success early in their couriers. From these attributes it is evident a new sense of empowerment has surrounded generation Y and as determined by Sujansky (2010) they lack a focused energy, being born into a self-focused cultural mainstream. A child born into generation Y had Whitney Houston’s No.1 hit song declare that “The Greatest Love of all” was loving yourself. Primary school teachers believed that their most important job was making sure the students felt good about themselves. They were told to just be themselves when going on a first date and eventually got tattoos and piercings just simply to express themselves. They believed ‘you have to love yourself before you can love someone else’ (Sujansky, 2010). This is a generation beaming an unrealistic sense of entitlement, a true generation Me, which is becoming a potential issue through society.

Professor of psychology, Jean Twenge, examines this generation in her book, “Generation Me: Why Today’s Young Americans Are More Confident, Assertive, Entitled and More Miserable than Ever Before.” She writes today’s young people speak the language of the self as their native tongue. The individual has always come first, and feeling good about yourself has always been a primary virtue. Throughout her book, Twenge focuses on the results of twelve studies on generational differences, based on data from 1.3 million young Americans. Many of these studies found that when you were born has more influence on your personality than the family who raised you. Generation Y, evidently grew up in an era when focusing on yourself was not just tolerated but actively encouraged. Joan Chiaramonte (1998), head of the Roper Youth Report also expresses the gap between what young people have and what they want has never been greater.


 * Cultural and Social Analysis**

Consideration of culture and society are forgotten through generation Y’s increase of detrimental behaviours and public health risks. The substantial amount of influence that is placed on the generation are affecting society and consequently forming population health concerns. In specific, theorist John Barleycorn (1986) places much emphasis on the negative effects that alcohol creates within culture and society. He concludes alcohol’s reputation was transformed from that of “the good creature of God,” having positive effects on mind and body, to now, that of a destroyer of morals and creator of crime and degeneracy. Barleycorn argues, if alcohol has the power to disinhibit impulses that are normally held in check, the logical end result is drink-induced criminal behaviour. This shift of behavioural standards can be attributed to altered sources of social order and control amongst generation Y. (Levine, 1984) Becoming a self-consumed group of people, social order has been based on individual responsibility. This responsibility in effect, negatively impacts society, through the different morals and values held by other social groups. For example, the empowerment and self-virtues of generation Y, devalue the strong work ethics of their predecessors. The strong influences consuming the minds of generation Y to participate in health risk behaviours, eradicate the morals placed by parents. Finally, the abuse of alcohol and illicit drugs is defying the social norms grounded by authorities (Sher, 1985).

It is also evident that drinking behaviours through generation Y has become one characteristic distinguishing the cultures within society. This variation cannot be attributed to different levels of consumption or genetic differences, but has been closely associated to different cultural beliefs. This concerns alcohol, expectancies regarding the effects and social norms regarding drunken comportment (Acuda, 1985). The health issues raised by generation Y, not only through perilous behaviour but also their explicit self-absorbed agendas are contending with cultural norms (Barrows, et al. 1987). This is crucial to consider as generation Y, without realising are offending different ethnic, religious and more conserved cultures.

It is crucial that these social and cultural concerns are made aware and properly and efficiently elevated. Evidently, the health behaviours and issues of Generation Y are straining the standards of society and the morals and values of social cultures. These principles need to be reinforced within society and more focus placed improving the cultural and social balance. Theorist MacAndrew and Edgerton (1969) highlight, if people are ever to understand drunken comportment, they must focus on the shared understandings of the nature of drunkenness within society. Generation Y need to understand social and cultural expectations and norms before putting their own self perceptions and certainties into practice. In focus, public health experts need to divert there attention to creating a negative stigma around the behaviours. At present, there is a strong positive stigma associated with excessive alcohol and drug consumption, which is affecting society. Generation Y need to be aware of the health risks and social and cultural corruption that is taking place. It is important that experts are not focusing on individual diversion alone but rather a social movement and change. Generation Y are so self-absorbed, however heavily rely on their surrounding influences. Therefore, if the target is broader, the influence on generation Y will be stronger.


 * Analysis of the artefact**

When considering the chosen artefact, popular music duo LMFAO’s ‘Sexy and I Know It’ music video, the discussed characteristics of generation Y are clarified. Throughout the video, a positive stigma is defined through the drinking and partying theme. These behaviours are obviously influencing generation Y due to the immense support LMFAO has achieved. The related social and cultural concerns are also significantly reinforced in the video. This is achieved by the movement of youth through the ‘beach scene’ causing disruption to the social norm. Although this is obviously a rehearsed scenario, this concept is a regular issue in reality. Public health is struggling to control the intense movement of generation Y, through their constant disruptions of the social and cultural norms. A relation is even identified through the title alone, ‘Sexy and I know it’, which is sung as ‘I’m sexy and I know it’ through the song. This perfectly magnifies the self-indulgent, self-obsessed besmirchment becoming all too familiar within generation Y. The characters of the music video walk around boasting the presence and confidence attached to gen Yers. This ‘I’m sexy and I know it’ character is negatively perceived in society as empowerment and control which becomes a threat to gen y’s predecessors. It is evident that this music video only further influences the behaviours and characteristics of generation Y. Not only influencing but actively promotes a shift in focus from others to yourself.

As a result of this assessment about generation Y, I have become aware that there is actual meaning to my actions and behaviours. As I am apart of generation Y, I can clearly associate myself to the behaviours and characteristics discussed. As a result I have now developed a greater depth into the subject and have begun to understand the public health issues related. My actions not only impact myself, but are consequently injected into greater social and cultural movements. By being a participant of this self-absorbed generation, society’s valid perception of empowerment and confidence is translucent. As a paramedic student, I have slowly become more and more aware of the detrimental health risks associated with high-risk behaviour and truly believe that awareness through generation Y needs to become the focus point.
 * Reflection**

Acuda, S.W. (1985). International review series: Alcohol and alcohol problems research. British Journal of Addiction, 80(2): 121-126.
 * References**

Atkin, C., Hocking, J. & Block, M. (2006). Teenage Drinking: Does Advertising Make a Difference? Journal of Communication 34(2) 157-167. Doi: 10.1111/j.1460-2466.1984.tb02167.x Australian Bureau of Statistics. (2006). Alcohol Consumption in Australia: A Snapshot, 2004-2005 Retrieved from http://abs.gov.au/AUSSTATS/abs@.nsf/mf/4832.0.55.001/ Australia Institute of Health and Welfare. (2005). Statistics on Drug use in Australia 2004 Retrieved from http://www.aihw.gov.au/publication-detail/?id=6442467739 Barleycorn, J. (1986). The Powers of John Barleycorn: Beliefs about the effects of alcohol on social behaviour. American Psychological Association, 41(7), 751-764. Doi: 10.1037/0003-066X.41.7.751 Barrows, S., Room, R. and Verhey, J. (eds.) (1987). The Social History of Alcohol: Drinking and culture in modern society. Berkeley, CA.: Medical Research Institute of San Francisco, Alcohol Research Group. Chiaramonte, J. (1998). Friends Drive Lifestyle Choices; Parents Guide life. Roper Youth Report, Business Wire, New York. Levine, H. (1984). The alcohol problem in America: From temperance to alcoholism. British Journal of Addiction, 79, 109-119. Retrieved from http://www.chem.arizona.edu/courseweb/081/CHEM4361/reading_pdfs/students/define_addic.pdf MacAndrew, C., & Edgerton, R. B. (1969). Drunken comportment: A social explanation. Chicago: Aldine. Messmer, M. (2008). Managing the Millennial Generation. The National Public Accountant 7(3) 27-29. Retrieved from http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/detail?sid=dab90649c33f-461e-8893-83f3d0037da4%40sessionmgr115&vid=1&hid=119&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=33062159 Perez, K. (2006, January 1). Nawlee: National Association of Women Law Enforcement Executives Savage, S. & Collins-Mayo, S. (2006). Making Sense of Generation Y: the world view of 15-to 25-year-olds. Retrieved from http://books.google.com.au/books?id=deTHSHvyQTgC&printsec=frontcover&dq=generation++y&hl=en&ei=-IKuToHsMqjLmAXR_rDhDg&sa=X&oi=book_result&ct=result&resnum=2&ved=0CDUQ6AEwAQ#v=onepage&q&f=false Sher, K. J. (1985). Subjective effects of alcohol: The influence of setting and individual differences in alcohol expectancies. Journal of Studies on Alcohol, 46, 137–146. Retrieved From http://www.mendeley.com/research/subjective-effects-of-alcohol-the-influence-of-setting-and-individual-differences-in-alcohol-expectancies/ Steele, C. (1985). Alcohol and Social Behaviour 1. Journal of personality and social psychology. 48(1), 18. Doi: 10.1037/0022-3514.48.1.18 Sujansky, J. (2010). The Private Sector: Energetic Generation Y bores easily, needs coaching. Retrieved from http://keygroupconsulting.com/privatesector.php Twenge, J. (2006). Generation Me. Azusa Pacific University: Free Press (Simon & Schuster) Yan, S. (2006). The Oberlin Review: Understanding Generation Y. Retrieved From http://www.oberlin.edu/stupub/ocreview/2006/12/08/features/Understanding_Generation_Y.html