Generation+Y+-+The+Downfall+of+Public+Health

Generation Y – The Downfall of Public Health Peta Dunne - n7181094 Tutor: Emily Mann

**__Link to Cultural Artefact__** []


 * __Cultural Artefact __**

The song “Shots,” which was released by hip hop group LMFAO in 2009 has been selected as a cultural artefact to provide an example of the partying lifestyle that is associated with Generation Y. As the song was released quite recently, it provides an accurate description of the modern day beliefs and attitudes associated with binge drinking and partying among the younger generations. With lyrics such as, “If you ain’t getting drunk get the f*ck out the club, if you ain’t taking shots get the f*ck out the club, now where my alcoholics let me see your hands up,” it is quite clear what message is being conveyed to those listening to the song.

The public health issues that will be discussed in the following analysis will focus on the changes in health related behaviours between Generations X & Y, with an insight into recreational drug use, sex-risk behaviours, smoking, pregnancy and in particular binge drinking. Through analysing various research and recent statistics, it will become quite evident that many of these risky behaviours are on the rise, particularly among Generation Y. With the questionable public health status of Australia and the rate at which these dangerous behaviours are increasing, many questions can be raised as to what the future may hold for generations to come.
 * __Public Health Issue __**

**__Literature Review__**  As previously mentioned, binge drinking or irresponsible consumption of alcohol is one of the most prevalent risky behaviours among society today, with the annual cost of harm or damage arising from drinking estimated at $15 billion (Australian Bureau of Statistics, 2011). The fact that the quantity of alcohol available for consumption in Australia has steadily increased over the past few years, as well as the proportion of people drinking at a high risk level further highlights this as an issue that needs to be dealt with. Research conducted by the Australian Bureau of Stastisics found that Generation Y was named as the age group most likely to binge drink, with over 25% of young men and women binge drinking on a regular basis, and 25% of this group having injured themselves on more than one occasion while under the influence of alcohol. While these statistics alone are a cause for a concern, research has even further indicated the dangers involved in binge drinking. A recent study examined how alcohol consumption over a single session can affect the likelihood of risky sex in adolescents (Cater, 2005). The study involved the interviewing of 64 adolescents between 14 and 17 years of age. Just under two-thirds of the sample reported having experienced some form of risky sexual behaviour following a session of heavy alcohol consumption, while 54% of those being interviewed reported having sexual intercourse that they subsequently regretted following a drinking session. While this study may have been limited in the sense that it was undertaken with a rather small sample and may have benefited from the use of a larger scale sample, it is undeniable that irresponsible drinking can result in dangerous or risky behaviour. This information, coupled with the increase in irresponsible drinking among Generation Y in particular highlights the need for a solution to this particular public health issue. Another area of concern among modern day society is recreational drug use, with Generation Y often being described as the most medicated generation in history due to antidepressants, prescription medication and other behaviour-altering drugs being on the rise (Kuehn, 2006). According to the ABS, abuse of substances has increased in accordance with the increase of prescription drugs, with drugs such as ecstasy and marijuana still being found in mainstream usage (Australian Bureau of Statistics, 2001). A recent study found that half of all students will have tried an illicit drug by the time they finish high school, and that while there has been a recent decline in the abuse of illicit drugs by older teens, the number of teens abusing prescription drugs is increasing (Kuehn, 2006). It is believed that adolescents perceive these drugs as being safer than illicit drugs due to being easily accessed through a doctor’s prescription. However, the true accuracy of the results of this survey may be limited due to the self-report measure, as some students may not have wanted to disclose information about potential illicit drug use. On a contrasting note, drug use seems to be less prevalent among Generation X as responsibilities of work and family appear to be factors in modifying such behaviours, along with the legal and social ramifications that arise when engaging in illicit substance use (Blazer, 2011). Sex-risk behaviours including unplanned pregnancies are a major cause for concern among Generation Y in particular. Statistics have shown that there has been a dramatic increase in STDs in recent years, with infections such as Chlamydia going up by 300 percent in the last 9 years, and the rate of young people being diagnosed with a sexually transmitted infection increasing to one in every ten people (Sales, 2008). It is believed that this alarming rise is due to the fact that younger people are engaging in sexual intercourse at a younger age, and with more partners than any previous generation. The average age of first sexual experience has declined from 18 for baby boomers down to 16 for Generations X & Y. In regards to unplanned pregnancy, adolescents appear to be the focus of attention with approximately 15 million young women aged 15-19 giving birth each year and complications from childbirth, pregnancy and abortion being the leading cause of death among this age group (Senanayake, 2003). A recent study involved the questioning of 2,258 young individuals between the ages of 17 and 19 in regards to sex-risk behaviours. The results have shown that a young individuals’ participation in sexual risk behaviours is commonly linked with participation in a range of other risky behaviours, and in particular with substance abuse behaviours, particularly alcohol, marijuana and ecstasy. (Mccrystal, 2010). The findings of this research adds to the existing research body and suggests that substance abuse and sexual risk behaviours tend to co-occur in adolescence and highlight a need for the development of appropriate interventions for the younger population, however the results may have been limited by the sensitive nature of the questionnaires. Tobacco smoking has been named as the single most preventable cause of ill health and death in Australia (Carr, 2009). Although smoking prevalence among the general population has decreased by approximately 20% since the period of time when Generation X and the baby boomers were young, an alarming number of people still ignore the constant warnings of ill health and death that are associated with continued cigarette smoking. A recent cross-sectional study was conducted in Iran on 1750 college students to determine the prevalence of cigarette use among college students and to identify correlates of cigarette smoking (Nakhaee, 2011). The results showed that the average age of smoking initiation was 15.9 years, with a high association was shown with the use of cigarettes among close friends, alcohol use and being a male. Contrastingly, less cigarette use was shown among participants with a higher academic standing, or those who prayed. These results suggest that gender-specific programs need to be tailored for the prevention of cigarette smoking among college students, however the study may be limited due to the cross-sectional nature of the study, as even strong associations do not ensure casual relationships.


 * __Cultural & Social Analysis __**

<span style="font-family: 'Calibri','sans-serif';">In order to create a better understanding of the public health epidemic at hand, it is essential to examine the social and cultural forces that drive the issue. Firstly, it is quite evident that Generation Y is the age group most affected by binge drinking, drug use, sex risk behaviours and smoking, with those particularly affected of adolescent age. Research suggests that Generation Y is heavily influenced from a social perspective by their peers in both negative and positive ways, with conformity often being considered one of the hallmarks of adolescent behaviour. Young individuals may change their attitudes or behaviours to match those of their peers, or select friends that behave in accordance with their behaviours (Van Rossem, 2011). Previous research has shown that social motives and social pressures have been named as two of the strongest predictors in regards to engaging in dangerous behaviours such as binge drinking or excessive smoking (Piko, 2005). <span style="font-family: 'Calibri','sans-serif';">Decades of research also show the media has a profound influence on adolescent and adult behavior by often glamorising and normalising unhealthy behaviours such as aggressive and sexual behaviour, body satisfaction, eating disorders, alcohol use and cigarette smoking (Brown, 2006). While some attempts have been made by the media to reduce some of these risky behaviours through methods such as anti-smoking and binge drinking campaigns, research suggests that these messages may only achieve their desired effect through an indirect influence path, with a stronger direct influence coming from an individual’s proximal peers (Gunther, 2007). When compared against the number of negative influences seen in the media, whether it be on television, radio, in movies, magazines, music or on billboards, these campaigns are significantly outnumbered making them even more ineffective. <span style="font-family: 'Calibri','sans-serif';">The main cultural and social forces driving these serious health issues raise questions as to what needs to be done to solve the public health epidemic at hand. While attempts have been made in the past to alter media content, this has proven to be a difficult proposition with such a commercially driven and government-independent media industry (Brown, 2006). An example of this can be found in the elimination of cigarette advertising from radio and television in the 1970s, which was a remarkable achievement. However, it was undermined by the fact that tobacco has reemerged in various other kinds of media since that time. The notion that media campaigns against reckless behaviours are often ineffective, coupled with the fact that the majority of the media influences often have detrimental affects upon their target audience, suggests a need for more effective campaigns which better promote healthy lifestyles and behaviours, with less glamorisation of unhealthy and potentially dangerous behaviours. By reducing the amount of negative content which is often promoted through the media through means such as song, video, celebrity behaviour, movies, and television shows, an opportunity is also created to reduce peer pressure. If positive health messages from the media can appeal to consumers as a whole, there is less likely to be peer pressure as these negative behaviours are no longer being promoted in ways which influence certain individuals to act irresponsibly or dangerously, and in turn project these behaviours toward their peers. <span style="font-family: 'Calibri','sans-serif';">By analysing the lyrics and video clip to the song “Shots,” by LMFAO, it is quite evident that partying and irresponsible drinking is being promoted and glamorized as a means of having a good time. The song is often played in nightclubs, at parties, or other events where the consumption of alcohol is involved. The repetition of the word, “Shots,” throughout the song appears to be encouraging the listener of the song to take numerous shots of alcohol in order to get as heavily intoxicated as possible. It also mentions that those who are not drinking should, “Get the f*ck out the club,” and encourages those drinking heavily to come forward by saying, “Now where my alcoholics let me see your hands up.” Certain lyrics throughout the song also insinuate that men pouring shots to women provides them with an opportunity to engage in sexual activities with them, such as, “The women come around every time I’m pouring shots, their panties hit the ground every time I’m pouring shots.” As Generation Y is heavily influenced by the media around them, it would be safe to assume that this generation could be influenced by songs such as these, especially those performed by a fairly popular group that is regularly seen in the media, and base the majority of their songs around partying and drinking. The song appears to be targeted specifically at the younger Generations, with the partying, drinking and casual sex lifestyle appealing to and encompassing what society has come to know and define as Generation Y.
 * __<span style="font-family: 'Calibri','sans-serif';">Anaylsis of Cultural Artefact __**

__**<span style="font-family: 'Calibri','sans-serif';">References **__ <span style="font-family: 'Calibri','sans-serif';">Australian Bureau of Statistics (2011). <span style="color: black; font-family: 'calibri','sans-serif';">Apparent Consumption of Alcohol: Extended Time Series, 1944-45 to 2008-09. Retrieved from: []

<span style="font-family: 'Calibri','sans-serif';">Australian Bureau of Statistics (2001). <span style="color: black; font-family: 'calibri','sans-serif';">Illicit Drug Use, Sources of Australian Data, 2001. Retrieved from: []

<span style="font-family: 'calibri','sans-serif';">Blazer, D.G (2011). Illicit and Nonmedical Drug Use Among Older Adults: A Review. //<span style="font-family: 'Calibri','sans-serif';">Journal of aging and health // <span style="font-family: 'calibri','sans-serif';">, 23 (3), p. 481 doi:10.1177/0898264310386224

<span style="font-family: 'calibri','sans-serif';">Brown, J.D. <span class="citationdate" style="font-family: 'calibri','sans-serif';">(2006) <span style="font-family: 'Calibri','sans-serif';">. <span class="citationarticleorsectiontitle" style="font-family: 'calibri','sans-serif';">Media Literacy Has Potential to Improve Adolescents' Health. <span class="citationsource" style="font-family: 'calibri','sans-serif';">Journal of adolescent health <span class="citationissn" style="font-family: 'calibri','sans-serif';">(1054-139X) <span style="font-family: 'Calibri','sans-serif';">, <span class="citationvolume" style="font-family: 'calibri','sans-serif';">39 <span class="citationissue" style="font-family: 'calibri','sans-serif';">(4) <span style="font-family: 'Calibri','sans-serif';">, <span class="citationspagelabel" style="font-family: 'calibri','sans-serif';"> p. <span class="citationspagevalue" style="font-family: 'calibri','sans-serif';">459 <span style="font-family: 'Calibri','sans-serif';">. doi:10.1016/j.jadohealth.2006.07.014

<span style="font-family: 'calibri','sans-serif';">Carr, V.J. (2009). Smoking Restrictions and Treatment for Smoking: Policies and Procedures in Psychiatric Inpatient Units in Australia. //<span style="font-family: 'Calibri','sans-serif';">Psychiatric services (Washington, D.C.) // <span style="font-family: 'calibri','sans-serif';">, 60 (1), p. 100 doi: 10.1176/appi.ps.60.1.100

<span style="font-family: 'calibri','sans-serif';">Cater, S.M. (2005). A Qualitative Study of the Relationship Between Alcohol Consumption and Risky Sex in Adolescents. //<span style="font-family: 'Calibri','sans-serif';">Archives of sexual behavior // <span style="font-family: 'calibri','sans-serif';">, 34 (6), p. 649 Retrieved from []

<span style="font-family: 'calibri','sans-serif';">Gunther, A.C. <span class="citationdate" style="font-family: 'calibri','sans-serif';">(2007) <span style="font-family: 'Calibri','sans-serif';">. <span class="citationarticleorsectiontitle" style="font-family: 'calibri','sans-serif';">How Peer Proximity Moderates Indirect Media Influence on Adolescent Smoking. <span class="citationsource" style="font-family: 'calibri','sans-serif';">//Communication research// <span class="citationissn" style="font-family: 'calibri','sans-serif';">(0093-6502) <span style="font-family: 'Calibri','sans-serif';">, <span class="citationvolume" style="font-family: 'calibri','sans-serif';">34 <span class="citationissue" style="font-family: 'calibri','sans-serif';">(4) <span style="font-family: 'Calibri','sans-serif';">, <span class="citationspagelabel" style="font-family: 'calibri','sans-serif';"> p. <span class="citationspagevalue" style="font-family: 'calibri','sans-serif';">407 <span style="font-family: 'Calibri','sans-serif';">doi: 10.1177/0093650207302785

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