Materialism+and+Generation+Y

Name: Mitchell Robinson Student Number: 07496095 Tutor: Katie Page

Materialism and Generation Y  //The effects of individualism and materialism on subjective wellbeing// Artefact

The artefact I have chosen is a song entitled 'Consumer' by metalcore band 'August Burns Red'. The song was released in 2005 in the debut full-length album 'Thrill Seeker'. August Burns Red, whose members are in Generation Y (Gen-Y), originate from Manheim, Pennsylvania in America, and formed in 2003. The song is about consumerism and individualism and their damaging effects on wellbeing. []

Public Health Issue To examine the materialistic and individualistic tendencies of Gen-Y, a literature review including a cultural and social analysis of the topic will be presented. The central issues herein are materialism, individualism and consumerism and their antithetical effects on subjective wellbeing. These issues are of importance to everyone, including those who are not apart of Gen-Y. The complex and dynamic relationship between human wellbeing and materialism in particular will be explored in depth. The following cultural and social analysis will examine philosophical theories that are prevalent in today's society in an attempt to address the core issues present. Literature Review Although Gen-Y consumers are of great interest to marketers, relatively little information is available pertaining specifically to consumption patterns (Noble et al., 2009; Martin & Turley, 2004). Research seems to focus more broadly on Gen-Y's attitudes towards culturally diverse lifestyles (Wolburg & Pokrywczynski, 2001), advertising (Beard, 2003), internet behaviours (Freestone & Mitchell, 2004) and the media (Shearer, 2002). Realising the lack of any substantive research, Noble and colleagues (2009) have attempted to fill the gap in the literature by exploring the consumption behaviour of college-aged Gen-Y students. They conducted a study whose purpose was to understand more about the thoughts and feelings concerning these types of consumptive behaviours. The study was generated by means of phenomenological focused interviews (Thompson et al., 1989) with American college students. Recent purchases, as well as the perceived importance of the purchases were recorded. The findings offer several themes which can serve to explain, cumulatively, the materialistic tendencies often characterising Gen-Y. As per the model below, seven variables influence product consumption patterns: freedom, finding yourself, blend in/stand out, brand personality, fashion knowledge, value-seeking, and the comfort of brands. The commonly accepted definition of socialisation theory is the “process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace” (Ward, 1974, p. 2). The first two themes, namely, ‘freedom’ and ‘finding yourself’, fall into this category and largely dictate the attitudes of Gen-Y consumers. ‘Freedom’ is, broadly speaking, where the respondents try to separate themselves from their parents. Gaining freedom through specific consumption experiences wholly apart from parental influence is very important to Gen-Y’s. Materialism is commonly viewed as the value placed on the acquisition of material objects (Burroughs & Rindfleisch, 2002). Gen-Ys can develop a materialistic attitude as they begin to associate freedom and individuality with material possession. This attitude is established at a relatively young age and can stay with the individual into adulthood. //“When I got my first part-time job, I was so excited because I had my own money! I could buy whatever I wanted for the first time and I was really into the urban look. My parents didn’t like it, but I bought it myself, so they couldn’t really say anything – Steve, 20 (Noble et al., 2009, p. 4).//  ‘Finding yourself’ represents the struggle for individuality whereby respondents try to both mature and develop as a person. Gen-Ys seek independence by choosing products that define who they are, what’s important to them and what they value most (Noble et al., 2009). The results of the study seem to shed light on both the materialistic tendencies of Gen-Y consumers as well as a strong desire pertaining to individualism among friends and family. The struggle for freedom and individuality may come at a price. Research conducted by Burroughs and Rindfleisch (2002) suggests that materialism is antithetical to individual wellbeing. They document an interesting trend which has taken place over the past 100 years; namely the belief that the accumulation of material possessions is synonymous with happiness, success and wellbeing. This attitude has culminated in Gen-Y, who appear to epitomize this phenomenon. Gen-Y's belief that happiness comes through independence from family, and is partly achieved through materialistic endeavor, has harmful consequences. The literature suggests that individuals who, for whatever reason, focus on the acquisition of material possessions exhibit reduced life satisfaction (Richard and Dawson, 1992), diminished levels of happiness (Belk, 1985), and higher levels of depression (Kasser & Ryan, 1993). This is a complex issue, as the relationship between consumerist behaviour and wellbeing is multifaceted and enigmatic (Burroughs & Rindfleisch, 2002; Belk, 1985; Richins & Dawson, 1992). As Gen-Y use consumerism to facilitate their need for freedom and individualism, they create psychological tension between the collective-oriented values held by the family and their own individual desires. This psychological tension is then associated with a reduced sense of subjective wellbeing (Burroughs & Rindfleisch, 2002). Subjective wellbeing comprises of three parts: Cognitive evaluations of the conditions of one’s own life (eg. total life satisfaction), positive affective states (eg. contentment) and negative affective states (eg. depression) (Burroughs & Rindfleisch, 2002; Campbell, 1981; Diener et al., 1985). Researchers have studied these criteria against materialistic endeavor, and consistently find that not only do positive affective states go down, but that negative affective states go up. Another hypothesis in the pool of explanatory options is that the self-centred nature of materialism has the individual swapping an intrinsically satisfying relationship with family and friends, with less satisfying, extrinsic relations with material possessions (Burroughs & Rindfleisch, 2002; Kasser and Ryan, 1993, 1996). Kasser and Ryan (1993) advocate that aiming for financial success (an inherently extrinsic endeavor) is less effective than intrinsic goals such as those associated with family and community relationship, regarding the advancement of individual wellbeing. Cultural and Social Analysis

Society and culture are crucial in that they can directly affect the wellbeing of Gen-Ys. The first step in the causal chain leading to reduced subjective wellbeing is the desire for freedom and individuality. But where did they learn about freedom and where did this desire to be ‘free’ come from? Society and culture seem teach that truth is an enemy of freedom; that one needs to find the truth for himself. Philosophical examination of the origin of this belief and its consequences will help explain at least part of the answer. Michel Foucault, an influential French postmodernist, has written,

//“Truth is a thing of this world: it is produced only by virtue of multiple forms of constraint. And it includes regular effects of power” (Foucault, 1991; Rainbow, 1991). // He argues that all truth claims are actually power plays, whereby the individual is attempting to secure control over others. His philosophy has been dramatically shaped by German existentialist Friedrich Nietzsche, who helped establish the hermeneutics of suspicion (Ansell-Pearson 1991). The hermeneutics of suspicion teaches one to regard with suspicion our conscious understandings and experiences; to instead look beneath the surface to find the true motive (Leiter, 2004). This view has influenced today's culture and society and thereby ingrained in Gen-Y suspicion when confronted with ‘the truth’. They want to be free and will rebel out of the belief that all truth claims are actually power plays and that true freedom is the absence of restriction.

This view however, is a double-edged sword. C. S. Lewis, a British novelist and academic, suggested that to see through everything, is the same as not to see (Lewis, 1943). Glass windows are transparent, allowing you to see the garden beyond which is opaque. However, a wholly transparent world is the same as an invisible world. How does this apply? Well if, as Nietzsche and Foucault espouse, that all truth claims are really just power plays, then so is theirs, so why listen to them? To see through everything, is the same as not to see. The hermeneutics of suspicion has led them to ‘look beneath’ the surface of others' truth claims, but this necessarily includes their own. This demonstrates the bankruptcy of the view that dominates the attitudes and beliefs of many Gen-Ys.

Freedom is more complex than society and culture have led Gen-Y to believe. To illustrate this, consider someone who has been told by their doctor that they can only eat certain foods or they will become sick. They must give up the freedom to eat anything they want in order to be released into the richer, deeper freedom of long life and good health (Keller, 2010). Another example has been demonstrated in a study which observed children playing on a playground. With a fence surrounding the playground, thereby constricting them, they felt safe to play. Once the fence was removed, thus freeing them, they did not feel safe and instead, huddled in the center (Dobson, 2009). The view that one needs to free himself from the truth is fundamentally mistaken. These illustrations serve to explain why truth is not the enemy of freedom; that restrictions create true freedom in life. As the research literature confirms, the wellbeing of Gen-Y is partly dependent on their materialism or lack thereof. Analogous to the aforementioned examples, Gen-Y want individuality and freedom and can use materialism to achieve this end. However we've seen that this leads to reduced life satisfaction (Richard and Dawson, 1992), diminished levels of happiness (Belk, 1985), and higher levels of depression (Kasser & Ryan, 1993). For Gen-Y to move into a deeper, richer 'freedom' of increased happiness and reduced levels of depression, they must submit themselves to this truth.

Analysis of Artefact The song ‘Consumer’, aptly represents many elements present in my writing. It talks about individualism and by extension materialism, and how they can reduce wellbeing- “we are all guilty of self-centeredness… but what we fail to realise is the dent it leaves in our soul.” It also comments on how one can destroy relationships with family and friends. The individualism associated with materialism has one juggling extrinsically satisfying relations with material possessions with intrinsically satisfying relations with family and friends. It also shows how one can become a slave to their wants and desires which can hurt not only those around you, but also yourself. Finally, the genre of the song is representative of the music younger generations listen to. Punk and thrash were common in the late 70s and 80s, however it wasn’t until the 90s that metalcore was firmly established. Gen-Y grew up with this style of music, which partly explains why older generations in general don’t listen to it. As a member of Gen-Y myself, it was confronting to see so many of the issues and beliefs that were in the literature in my own life. I also did not realise the extent to which materialism leads to reduced wellbeing and the vast amount of literature on the topic. The consumerist lifestyle is so ingrained into our society and culture that it can be overwhelming. Upon researching why materialism was so prevalent in today’s youth, I wanted to steer away from the obvious issues, such as the effects of advertising and mass media marketing. Instead, I wanted to focus on deeper, more fundamental issues, such as the current understanding of freedom in Gen-Y. This seems to me to be an issue at the core of the entire generation. Reflection


 * Title:** 'Sport and Feminity Do Not Mix,' says who?


 * Comment:**

I loved the quote at the start as it really sets up the piece well and the artefact perfectly captures your topic. The literature review was well balanced. You provided an in-depth analysis with a broad range of topics which was nice. I particularly found your inclusion of Michel Foucault in the culture and society analysis interesting. I was confronted to search my own feelings towards gender equality in sport and was shocked to read that women represent only nine per cent of all sport coverage in Australia. I completely agree with your personal reflections at the end. Great wiki; good work!


 * Title:** Get It Right Australia - Mental Health in Australia


 * Comment:**

The artefact was very appropriate and represented your topic well. The first paragraph of the literature review contained some confronting statistics which made me think about my own mental health as well as those around me. The research into indigenous communities was also challenging. Overall I found the literature review enlightening and informative as it covered a range of issues without sacrificing profundity.

I also enjoyed the cultural and social analysis. I especially resonated with the links between individualistic societies such as our own, in comparison to collective-oriented societies such as China. Overall, the piece was very well written; great work!

References

Ansell-Pearson, K. (1991). Nietzsche on Autonomy and Morality: the Challenge to Political Theory. //Political Sutdies, 39//(2), 270-286.

AugustBurnsShred. (2008). //August Burns Red – Consumer// [Video]. Retrieved October 20, 2011, from [].

Beard, K. (2003). College student attitudes toward advertising's ethical, economic, and social consequences. //Journal of Business Ethics, 48//(3), 217–28.

Belk, R. (1985), Materialism: Trait Aspects of Living in the Material World. //Journal of Consumer Research//, //12//(12), 265–280.

Burroughs, J., & Rindfleisch, A. (2002). Materialism and Well-Being: A Conflicting Values Perspective. //Journal of Consumer Research, 29//(12), 348-370.

Campbell, A. (1981). //The Sense of Well-Being in America: Recent Patterns and Trends//. New York: McGraw-Hill.

Diener, E., Emmons, R., Larsen, R. & Grifﬁn, S. (1985). The Satisfaction with Life Scale. //Journal of Personality Assessment//, //49//(1), 71–75.

Dobson, J. (2009). //The Strong-willed Child.// Retrieved October 24, 2011, from []

Foucault, M. (1991). //Discipline and Punish: the birth of a prison//. London, Penguin.

Freestone, O. & Mitchell W. (2004). Generation Y attitudes towards E-ethics and Internet related misbehaviors. //Journal of Business Ethics, 54//(2), 21–8.

Kasser, T. & Richard, R. (1993). A Dark Side of the American Dream: Correlates of Financial Success as a Central Life Aspiration. //Journal of Personality and Social Psychology//, //65//(8), 410–422.

Kasser, T. & Richard, R. (1996). Further Examining the American Dream: Differential Correlates of Intrinsic and Extrinsic Goals. //Personality and Social Psychology Bulletin//, //22//(3), 280–287. Keller, T. (2010). //Absolutism// [Audio Podcast]. Retrieved October 20, 2011, from []

Leiter, B. (2004). //The Future of Philosophy.// New York: Oxford University Press.

Lewis, C. (1943). //The Abolition of Man.// New York: Harper Collins Publishers.

Martin, A. & Turley W. (2004). Malls and consumption motivation: an exploratory examination of older Generation Y consumers. //International Journal of Retail & Distribution Management,// //32//(10), 464–75.

Morton, L. (2002). Targeting Generation Y. //Public Relations, 47//(2), 46-48.

Noble, S., Haytko, D., & Phillips, J. (2009). What Drives College-age Generation Y Consumers? //Journal of Business Research, 62,// 617-628.

Rabinow, P. (editor) (1991). //The Foucault Reader: An introduction to Foulcault’s thought. // London, Penguin.

Richins, L. & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. //Journal of Consumer Research//, //19//(12), 303–316.

Shearer, E. (2002). Generation ignored. //American Journalism Review,// //24//(3), 7.

Thompson, C., Locander, W. & Pollio, H. (1989). Putting consumer experience back into consumer research: the philosophy and method of existential-phenomenology. //Journal of Consumer Research,// 16(9), 133–47. Ward, S. (1974). Consumer socialization. //Journal of Consumer Research, 1//(2), 1–17.

Wolburg, J. & Pokrywczynski, J. (2001). A psychographic analysis of Generation Y college students. //Journal of Advertising Research, 41//(5), 33–53.