Genration+Y+Worry?+The+Health+Status+of+Our+Younger+Society

=Generartion Y Worry? The Health Status of Our Younger Society = Name: Natasha Lankester Sn: n8326509 Tutor: Katie Page

====The artefact chosen is a billboard advertising a DVD called 28 weeks later. Although this advertisement does not clearly portray this product, the main focus is its Quick Response code. A Quick Response (QR) code originating from Japan is a matrix or three dimensional barcode used to locate a particular page on any website (Lyne, 2009). To use this scanner the person viewing it has to own either a QR scanner or a smart phone with a camera. Access to the advertised webpage is done through taking a photo of the barcode using particular application software which will connect you straight onto the internet to the page (Lyne, 2009). ====

====It has only been recently; particularly over the last decade, technology has become an important aspect of everyday living (NAS Insights, 2006). Generation Y is a young group who constitutes everyone from the ages of ten to twenty-eight (Australian Bureau Statistics, 2006). This generation is the main users of technology having grown up in a society where the use and development of this technology is rapidly increasing (NAS Insights, 2006). However, this continuous growth is responsible for a number of public health issues we face in our society today. Issues such as obesity, mental health (and their self image), drug and alcohol consumption and sex risk behaviors are all linked to the media influence coincidently communicated through this technology. ====

====As you are reading this, there are three out of four teenagers currently online, 82% of teenagers aged between 14- 17 years are using a mobile phone regularly and 93% of people aged 15-17 years are computer users (NAS Insights, 2006: Australian Bureau Statistics, 2010). According to this research, it is obvious technology and the media it portrays has become a large priority for Generation Y. ====

====But what is the big deal? With a 4.5% increase in male obesity and 6.4% increase in female obesity from 1995 to 2001, it is obvious that the healthy wellbeing of Australians in the past 15 years has decreased quite significantly (Australian Government, 2009). These same trends continued to incline onwards to 2007 as seen on the accompanied graph proving the commonness of this issue (Australian Government, 2010). ====

 (Australian Government, 2010)

====Matching up the increase in technology use and the decrease in health status which can be seen through the growth of this obesity rate, it can be hypothesized that technology and media has become one of the main causes of the key public health issues our society faces today. ==== **Obesity** ====As portrayed by research, it is obvious that obesity has become one of the largest public health issues in our younger society with one in four children being currently overweight or obese (Queensland Health, 2010). The use of technology often creates a sedentary lifestyle and with an unhealthy food intake, weight gain can easily be accomplished (Queensland Health, 2010). This issue possesses a large number of health risks particularly on children and adolescents who constitutes all of generation Y. Risks such as type II diabetes, eating disorders, liver problems, respiratory disorders, sleep apnea and cardiovascular disease can all decrease both their physical and physiological health (Barnes, 2011) This issue is important to prevent as children and adolescents who have become obese at an early age are more than likely to maintain this condition throughout adulthood (Barnes, 2011). ====

**Mental health** ====Although there is no direct cause in mental health from technology, relationship can be made between the media it portrays and the way it can influence generation Y (Gutierrez, 2009). Images portrayed through television, in magazines, on billboards or on the internet where particular body images are called “beautiful” and “ideal” all have an impact on the way children and young adolescents perceive themselves (Paxton, 2009). Mental health issues such as body dysmorphia distorted eating and even suicide can all be a result from large amounts of exposure to this media (Gutierrez, 2009). By decreasing generation Y’s use of technology, the exposure of media is also decreased therefore preventing a large number of these issues present in our society today (Youth Central, 2011). ====

**Internet safety** ====With the increase in use of technology by generation Y, the exposure and use of social networks such as Facebook, Instant Messenger, Twitter, text messaging and many more has also increased. The use of these networks imposes a large social conflict particularly on this generation as they are the main users. These issues are in the form of cyber bullying or impersonation form sex offenders. According to the Australian Bureau of Statistics 80% of people aged between 18- 24 (the older members of generation Y) use the internet such as email and chat rooms to contact their family and friends __daily__. This percentage is the largest out of all age groups. Another survey conducted portrayed 43% of school aged children have been bullied online with 35% actually threatened (SAFE, 2004). ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">The following link provides examples of young adolescents who have been victimized by cyber bullying. This gives an insight on why this is an important issue and why it should be prevented. [|Real-Life Stories] ====

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 120%; text-align: center;">**Consumerism** ====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">The continuous growth and development of technology means that there will always be the latest phone, larger televisions and new ways to interact with one another with various devices. The advertisement of these new product through the media cause our society to become greedier as ‘wants’ become ‘needs’ (LaFave, 2009). ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Theorist Karl Marx’s law on supply and demand suggests society’s media has the power to control the viewer’s “needs” and “wants”. This is done through manipulating people’s perception of their “needs” over their “wants” causing them to believe the things they do not need are necessary (LaFave, 2009). This process referred to by Marx as “consumer culture” gives the media the power to shape society to the way they want it. ====

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 120%; text-align: center;">**Limitations** ====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Limitations have to be addressed when researching this particular generation. As the age range of generation Y is large, there can be a significant difference between the lifestyle of a 10 year old and a 28 year old. Majority of research does not incorporate the whole age range for this generation or within the same timeframe thus also creating further limitation. ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">When determining the real public health issues behind this generation, it is crucial to look at the cultural and social aspects and how they affect the distinctiveness of generation Y. Although individuals within this generation all have different characteristics, the generation is typically stereotyped as a cohort by our society (McCrindle, 2009). Generation Y has initially grown up in a society shaped around technology. Prensky (2001) exclaims “While anyone can send a text message or access a pod cast, generation Y have become exposed to these new options during their formative year and so the digital language and technology is almost their first language”. This generation can be referred to as technological “natives” being the first digital generation and the most entertained materialistically (McCrindle, 2009). ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">However, generation Y have experienced so much so young that they have lost their sense of astonishment (McCrindle, 2009). Following this, social theory has concluded that generation Y’ers expectation increase adjacently to the growth of technology. As new and more complex materials are released this generations sets their expectation bar higher every time. When will be the point where they become dissatisfied? ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Generation Y can be stereotyped as greedy and self absorbed as they lack aspirations and ambitions and clearly do not want to grow up. A 2009 McCrindle research surveyed a group of generation Ys asking what should be done in their 20’s. Only 22% of these participants thought it was the time to get serious about life and grow up (McCrindle, 2009). Another research was conducted which portrayed that Generation Y would rather work part time or casually and found it most important to save money for holidays and travel (McCrindle, 2009). The same survey was conducted on the older generations such as the Baby Boomers where they found it more important to work full time to pay off mortgage (McCrindle, 2009). Theory has concluded that the main influence of this issue is the lack of experience generation Y has had on economy crisis. This generation has only experienced an expanding economy and those born during the 1900’s recession where not old enough to understand its importance (Huntley, 2009). ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">By using the continuous information technology brings, it has allowed this generation to believe that they can make their own rules and values. This has an effect on how this generation is shaped into our society to form their identity (McCrindle, 2006). They are technologically connected like no other generation and challenge everyone to do the same (McCrindle2006). Because of this, they value their relationships. However what is contradicting is the increase in marriage age, divorce rates and time spent alone (Australian Bureau of Statistics, 2011). This portrays that this generation only wants to disconnect for the natural world (where they have to grow up) only to hide behind technology. Therefore the only way everyone can connect and engage with this generation is through the form of technology. ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">The quick response barcode billboard in this picture is a perfect example of how technology is shaping our society through its continuous growth and development. It portrays how we can take one common thing such as a movie advertisement and then target it at a particular audience, in this case generation Y. ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">In order to use or even understand the concept of this barcode the knowledge and ownership of recent technology is required. For those who are not kept updated with the latest application software would not even understand what this is (I initially had no idea!). By introducing advertisements in this form, society feels pressured into purchasing gadgets such as iPhones, smart phones and scanners just so they can understand the concept of these images (such as this billboard) faced on a daily basis. By feeling pressured into these purchases, society has been manipulated into consumerism. ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">It is concerning knowing that the media has the power to inflict this behaviour on society particularly on the younger generation Y as they have developed in a culture where this is common and typically portrayed as ‘normal’. How far can this continue? If the media has the opportunity to control what we spend on technology, will they continue to control other aspects of our lives such as what we eat, what we wear and our beliefs? The clearly portrayed obsession with technology has proven to be a large public health issue in our society as it targets the younger generation who will become the main influences in the future as they grow older. This issue clearly needs to be prevented as it has an effect on many aspects of generation Y’s health. ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Australian Bureau of Statistics. (2011). Social Networks, Support and Trusts. Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Australian Government. (2009). Obesity in Australia. Australian Government: Department of Health and Ageing, 5-11. Retrieved form the Government website: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Barnes, J. (2011). Stop Chilhood Obesity: Childhood Obesity, Statistics and Trends. Retrieved from: [] ==== ====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Gutierrez, P. M. (2009). The role of body image and distorted eating as risk factors for depression and suicidal ideation in adolescents. //Suicide and life threatening behaviour,// 39, 58-71. Retrieved from: [|www.search.proquest.com] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Huntley, R. (2009). The Australian-Generation Y Worry. Retrieved from: [] ==== ====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">LaFave, S. (2009). The Marxist Critique of Consumer Culture. Retrieved from: [|http://instruct.westvalley.edu] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Lyne, M. (2009). What is a QR Code and Why Do You Need One? Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">NAS Insights. (2006) Generation Y – the Millennials, Ready or Not, Hear They Come. NAS Insights, 1-13. Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Paxton, S. J. (2009). An evaluation of a body image intervention based on risk factors for body dissatisfaction: A control study with adolescent girls. //The International Journal of Eating Disorders//, 43, 112-122. Retrieved from: [|www.onlinelibrary,wiley.com] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Prensky, M. (2001). Digital Natives, Digital Immigrants. Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Queensland Health. (2010). The Health of Queenslanders 2010. The Third Report of the Chief Health Officer of Qeensland. Retreieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">SAFE. (2009). Cyber Bullying: Statistics and Tips. Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Tait, I. (2007). Why I Like this QR Code Poster. Retrieved from: [] ====

====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 120%;">Youth Central. (2011). Helping the Media Make Changes. Retrieved from: [|http://www.youthcentral.vic.gov.au] ====