Gen+Y-+Social+Media+Fad+or+Revolution?

Name: Tahlia Pedersen Student Number: N8295522 Tutor: Michelle Newcomb

Topic:
 * //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 in terms of its behaviour/ consumption, health? Give statistics on this group by means of social and cultural profile, and lastly compare to gen X. //

= 'The Social Media Revolution' =

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** Artefact: **
====On the internet it is very hard to find any articles which depict the positive side of generation Y rather than the negative. However, this media recording doesn’t exactly portray our good side rather it gives a statistical insight to the surrounding world within the 21st century which generation Y makes up a large percentage of. The aim of this video is to allow people to see that social media isn’t a ‘fad’; it’s a fundamental shift in the way we as a collaborative generation communicate. It pinpoints generation Y and there great ability to adapt as well as emphasising our tech savvy nature. ====

** Who is Generation Y? **
====Firstly you may be thinking who exactly is gen Y? To answer this simply gen Y is many of you reading this today. If you were born between the 1980’s to the 1990’s and grown up with mp3’s, reality TV and Britney Spears then you are one of us (Mcmrindle, 2009)! Gen Y is also known as the millennial generation, net generation and echo boomers. For the first time in history we have 4 generations inhibiting this earth at the same time working together to create a very tech savvy collaborative society (Kane, 2011). ====

** Public Health Issue: **
Just like any other generation, gen Y faces many public health issues. Generation Y'S increased accessibility to media resources such as TV, iPods, phones and computer gaming consoles has lead to the blame that this generation does not get outside and active enough therefore leading to the increase in the obesity crisis. With the rise in obesity comes the increased onset of chronic diseases such as: type 2 diabetes, cardiovascular disease and some cancers (WHO, 2008). Another shocking statistics talk about the rise in depression leading to self harm and the rise in stress leading to an increasingly anxious younger generation (Mascord, 2006).

Gen Y is constantly scrutinised within society with the media continually emphasising the flaws and gap within our generation. We are said to want for nothing always expecting instantaneous gratification, this simply means we want to go from step a-z without having to worry about any steps in between (Asthana, 2008). We are said to be born consumers, naive towards our surrounding world, impatient yet we are digitally advanced, tech savvy, collaborative, social, divers and lifestyle orientated (Patterson, 2007). With this being said it raises the question, is it gen Y that chooses to receive further education to fund the ideal lifestyle or is this simply the good old ‘Aussie’ trait; working to live not living to work.

 The media plays a large roll impacting society as it’s a multi-billion dollar corporation that has the ability to shape our views and thoughts. The media chooses what they want society to see and in this instance gen Y is more negatively portrayed within society then not (Waldo, 2009). But why is it? If the baby boomers and gen X have been our primary carers then shouldn’t our faults and flaws be somewhat to blame on them? When the question is asked whether gen Y is a media or marketing creation I believe the most suitable answer would be yes. When you look at this from a strategic point of view, anything that is generated about gen Y and any other generation is from the media and what so-called 'experts' have said with no real scientific back up. The main stigmatism surrounding our generation is our ‘tech savvy’ nature; yet this should be seen as a strength as our generation has an extraordinary adaption ability to evolve with the forever changing times.

 Statistics prove that 30% of males and females within gen Y have body image issues yet less than half of this population fails to participate in any physical activity therefore leading to an incline in obesity (Mascord, 2006). Social marking plays a large roll when it comes to impacting society with one of its most recent campaigns being ‘Swap it, don’t stop it’. This campaign was created by the commonwealth government in 2011 in order to promote easy, small and healthier lifestyle choices seem more manageable to society in order to reduce illness and chronic disease (Roxon, 2011). Seemingly this is just what the Australian public needs as we are facing the worse obesity epidemic of our time with an estimated 60% of Australians adolescents being considered categorised as overweight or obese (WHO, 2008). Obesity leads to many health implications with the development of type 2 diabetes, cardiovascular disease and cancers becoming leading causes of death (WHO, 2008).

 On average the federal government campaigns cost the government a staggering $41 million (Wright, 2011). Although this is a large amount of money per campaign, when compared to the $58.2 billion put into public health funding for obesity management it’s a substantial saving if the force of social media does play a large impact, especially on generation Y. Studies have been run in order to determine the likely hood of obesity within gen Y specifically, ‘The Australian Bureau of Statistics' National Health Surveys (2010) concluded that gen Y was more likely to become obese by the time they reach middle age then their parent’s generations.

 Another shocking statistic states that 2 in 5 young Australians now suffer depression, suicide, self harm and struggle coping with stress (Mascord, 2006). All these issues can be categorised into mental health. The increase in stress is especially concerning for the public health system as it’s a state of mind that can lead to many life threatening illnesses. One of the leading mental health issues within generation Y is our increasingly anxious nature due to technology. People are becoming so highly strung when losing or misplacing such things as their mobile phones that new phobias such as 'Normophobia' have been created. Normophobia is defined as one becoming increasingly anxious when mobile phone contact is lost with friends, family or work (Normophobia, 2011). Normophobia is said to be one of the most stressful and worrying experience especially for people to make up the increasing population of gen Y (May, 2010)

 Stress effects memory by destroying neurons within the brain (Martini& Nath, 2009), stress also stimulates our ‘appetite suppressant mode’ making our body crave ‘comfort foods’ these foods are usually high in fat, starch and contain large amount of calories leading to severe health problems such as strokes and heart attacks (Martini& Nath, 2009). This enables people to understand how closely related obesity is with stress and anxiety. Over the past 10 years technology and the mass media has gone from strength to strength and as previously stated many theorist believed the incline has lead to our now life threatening health implications. A study by Morley, et al. (2009) suggests that increased television time and lack of physical activity is one of the leading causes in the rise of obesity. The article then goes onto state that the media who is our worst enemy in the ways of increased health implications could also be our saviour. The easiest and most effective way to get a message across society is via media communications this relates directly back to all the health campaigns we see on TV and hear on the radio.

 If it weren’t for the technological boom such innovative campaigns created through social media to create awareness may not be made possible (Australian Government, 2011).This statement leads us to the fact that social media isn’t just a fad; it’s in fact a fundamental shift in the way we as a society communicate.

** Cultural and Social Analysis: **
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> The generation Y media and marketing creating really comes down to the alarming risk in both health risks and implications (Foster et al, 2006). If we are to be the future of this world then we should take pride in our health rather than simply placing this growing issue to the side. Many articles have addressed this issue head on, if you were to look at a graph of the current rise in obesity rates in comparison with the time we spend on numerous forms of media; the lines on the graph would seemingly run parallel (Asay, 2010). In line with three of the ‘seven deadly sins’ the media and technology has a lot to answer for in terms of our increased waist lines. We as a society are unable to escape all the mouth water foods therefore leading us to the sin of gluttony. While on the other hand all the ‘perfect’ sized models we see in magazines ranging from fashion to fishing make us feel envy. Lastly, the invention of iPods, iPad, iPhone and gaming consoles have lead us to lose our energetic battle and therefore become a sloth (Asay, 2010). Rather than following our natural human instincts to hunt and be active we instead spend more time at rest. It’s important that health campaigns are continually being implemented especially within generation Y as overweight adolescents often become obese adults (Rich, 2011).

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> The Center for Disease Control and Prevention (2002) launched a campaign called: ‘VERB: It’s What You Do!’ the aim was to inform adolescents about the importance of being physically active hence the title being called ‘verb’ as this is a doing word, such as: running, walking, swimming ect (The Center for Disease Control and Prevention, 2002). This campaign suggested that technology creations such as television does not promote a healthy lifestyle especially while junk food is seen in every second add (Parliament of Australia, 2010). The whole aspect of watching television is an unhealthy one which the diet accompanying it being just as bad (Harris et al, 2009). So called ‘television diets’ are usually empty calories full of fats, sugar and salt (WHO, 2008). An article presented from the American Heart Association (2002) stated that most add played within high viewing times are for unhealthy breakfast cereals, lollies and fast food. However, the commercials don’t focus on the food itself but rather on the aspect of a ‘fun and happy lifestyle’ (Cancer Council, 2010). Generation Y on average dedicate a minimum 2-3 hours a day to technology this therefore lead to a tripled risk of developing obesity in comparison while people who spend less than half an hour with these devices (Kaufman, 2003). As well as a healthy diet and limiting our stress levels as much as possible exercise is also highly important in order to sustain a healthy lifestyle. Exercise, as well as cutting into your ‘media time’ helps strengthen the heart, fights depression and allows for significant weight loss as well as overall improving mental health (Kaufman, 2003).

**<span style="color: #008dff; font-family: Arial,Helvetica,sans-serif; font-size: 140%;">Analysis of Artefact / Learning Reflection: **
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 16px;">I myself am apart of generation Y and therefore didn’t want to support many of the negative videos you find about us, rather I decided to show a video of what depicts us. Our generation makes up a make majority of the 21st world; this world is now evolved around technology. I find it fascinating just how many people are involved in online social networks and both the negative and positive ways the media via technology can impact us. I am a firm believer that there is nothing wrong with wanting to go from step a-z as long as everything in between is done to a presentable standard, yes our generation seems to go a million miles an hour but what’s so wrong with that? Now more so then ever we have an up rise of a generation who is going to be very well educated due to the number of us now going to university to further our studies. If you ask me being a uni student and having a great ability for adaption and multitasking could never be more appropriate than at a time like this!

<span style="font-family: Arial,Helvetica,sans-serif;">** Conclusion: **
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 16px;">Food has never been so plentiful or within the budget of other generations making it almost certain generation Y has a weight crisis and battle on our hands.Technology on the other hand will continue advancing taking along with it anyone who has the ability for adaption. With technology on the increase leads to an increasingly anxious society as we become more and more dependent on electronic devices. In conclusion I feel it’s essential for the government and health personnel to truly understand generation Y and the battles we are faced with rather than shaking their finger of disapproval.

**Wiki Analysis:**
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Frances, I thoroughly enjoyed reading your wiki as I find topics revolving around gen Y highly interesting (Probably due to the fact I’m from this generation). The thing that grabbed me about your wiki was not only your title but your choice of culture artefact.
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Name: Frances Ziesemer **
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Student Number: n7540876 **
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Tutor: Colleen Nilland **

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">The media is broad casting more and more shows emphasising our flaws as a generation and constant need for gratification. I must admit I’ve watched this show on a few occasions but not because I envy their lives more so because it’s hilarious how one single person is so consumed in their own life they are unable to see the beauty of the surrounding world. I find the line that Charlie Brooker said “We now define party as a verb” so true!

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Your statistics were a real eye opener especially the one about 1 in 4 individuals in gen Y specifically now suffering a mental disorder. I think we as a society are too focused on the individual aspect of life that we sometimes forget that humanity works better as a collaborative society.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Great job- very interesting read!


 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Name: Amanda Giang **
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Student Number: 07388187 **
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Tutor: Emily Mann **

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Amanda, I really enjoyed reading your wiki and I found your cultural artefact simple yet very effective. I think your cultural artefact will make individuals open their eyes and have a true realisation of the damaging effect of alcoholism.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">The statistics you gathered from the ‘World Health Organisation’ complement the point of view you are trying to converse down to a tee. The font you chose made your wiki easy to read while the content was clear, interesting and easy to understand.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Overall it was an enjoyable read. I also enjoyed the video down the bottom of your wiki, maybe this is just because I’m from gen Y!

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Great job.

<span style="font-family: Arial,Helvetica,sans-serif;">** References: **
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Allman-Farinelli, M. (2009). Gen Y needs to get active to avoid obesity. //ABC.// <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.abc.net.au/news/2009-03-25/gen-y-needs-to-get-active-to-avoid- obesity/1630592

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">American Heart Association. (2002). //Childhood Obesity Shadows Advertising Trends//. Retrieved from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.turnoffyourtv.com/healtheducation/amastudy.html

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Asaay, P. (2010). //Is Media Making Us Fat?// Retrieved from http://www.pluggedin.com/upfront/2010/ismediamakingusfat.aspx

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Asthana, A. (2008). They don’t live for work... They work to live. //The observer//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.guardian.co.uk/money/2008/may/25/workandcareers.worklifebalance

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Cancer Council. (2010). //Food Marketing to Children//. Retrieved from http://www.cancercouncil.com.au/editorial.asp?pageid=421

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Center for Disease Control and Prevention. (2002). //VERB: It’s What You Do//!. Retrieved from http://www.cdc.gov <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> /search.do?queryText=verb%3A+its+what+you+do&searchButton.x=0&searchButton.y=0&action=search

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Foster, J., Gore, S., West, D. (2006). Altering TV viewing habits: An unexplored strategy for adult obesity intervention? <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">//American Journal of Health Behavior//, 30, 3-14. doi: 2006-00998-001

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Harris, J., Bargh, J., Brownell, K. (2009). Priming effects of television food advertising on eating behavior. //Health Psychology//, <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">28, 404-413. doi: 10.1037/a0014399

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Kane, S. (2011). Generation Y. //Tech-Savvy//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://legalcareers.about.com/od/practicetips/a/GenerationY.htm

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Kaufman, R. (2003). //Television, Diet and Advertising: Why Watching TV Makes You Fat?// <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Retrieved from http://www.turnoffyourtv.com/healtheducation/junkfood.html

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Martini, F., Nath, J. (2009). //Fundamentals of Anatomy and Physiology// (8th ed.). San <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> Francisco: Pearson.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Mascord, K. (2006). National Survey of Young Australians. //Mission Australia//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.missionaustralia.com.au/downloads/national-survey-of-young- <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> australians/2006/file/160-national-youth-survey-2006-the-main-concerns-of-young- <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> australians

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">May, A. (2011). Mobile Mania- Nomophobia. //Sydney Morning Herald//. Retrieved from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.pluggedinresource.com/docs/1_psychology/MobileMania_Nomophobia.pdf

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Mcmrindle, M. (2009). Understanding Generation Y. //The Australian Leadership Foundation//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Morley, B., Wakefield, M., Dunlop, S., Hill, D. (2009). Impact of a mass media campaign linking abdominal obesity <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> and cancer: A natural exposure evaluation. //Health Education Research//, 24, 1069-1079. doi: 10.1093/her/cyp034 <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> Nomophobia. (2011). //Mobile Phone Anxiety.// retriever from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.nomophobia.com/index.html

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Parliament of Austrlia. (2010). Marketing obesity? Junk Food, Advertising and Kids. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Retrieved from http://www.aph.gov.au/library/pubs/rp/2010-11/11rp09.htm

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Patterson, B. (2007). THEY'RE hip, smart-talking, brash and sometimes seem to suffer from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> an overdose of self esteem. //Sunday Herald Sun//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.heraldsun.com.au/news/sunday-heraldsun/a-z-of-generation-y/story-e6frf92f- <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> 1111113909372

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Rich, E. (2011). ‘I see her being obesed!’: Public pedagogy, reality media and the obesity crisis. //Health: An Interdisciplinary Journal// <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> //for the Social Study of Health, Illness and Medicine//, 15, 3-21. doi: 10.1177/1363459309358127

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Roxon, H. (2011). Swap it don’t stop it. //Commonwealth of Australia//. Retrieve from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.health.gov.au/internet/ministers/publishing.nsf/Content/mr-yr11-nr-nr042.htm.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Waldo, A. (2009). How the Media Portrays Millennial. //Ad Age//. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://adage.com/article/gennext/media-portrays-millennials/140439/

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">WHO. (2008). //Waist Circumference//. Retrieved from http://www.who.int/nutrition/publications/obesity <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> /WHO_report_waistcircumference_and_waisthip_ratio/en/

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Wright, J. (2011). Obesity ads urge a swap for health. //The Sydney Morning Herald//. Retrieved from <span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;"> http://www.smh.com.au/national/obesity-ads-urge-a-swap-for-health-20110312-1bs1x.html.