Global Youth Culture Take II, This Time With More Stats

Almost exactly a year ago, I wrote about the burgeoning (more like explosion) of global youth culture, a “community of youngish people, roughly from 14 to 35, who share a love of mainstream popular culture including music, movies and fashion and acknowledge a shared mindset with others in their age bracket around the world.” I mentioned that I didn’t think “youth” was a very accurate marker because:
“Global youth cultures is employed to mean both a shared outlook and understanding of the world, and a set of current popular tastes regarding art, music, fashion and other expressive activities. This new globalized outlook may be young right now, but as its adherents age, I think we’ll see it take its place as a normalized understanding of the world.”
Since I wrote this, Viacom (MTV) has released research about this very notion:
“The key finding of the study is that a youthful outlook is no longer the sole preserve of the young and the essential meaning and traditional definition of ‘youth’ has changed. The research identifies a distinct 25-34 year-old ‘Golden Youth’ stage, still actively and emotionally connected to youth culture largely ignored by marketers and advertisers who have been relying upon pure demographic information when targeting young people.”
I also stated that:
“Global youth culture is NOT synonymous with homogenization. Many young people who fit into this age bracket participate in certain mainstream cultural phenomena and not others, as suits their personality and backgrounds. Yes, some might be more conformist and product-oriented than others, but in all cases, it’s employed mostly as a means of expression of identity.”
Viacom/MTV research also addresses this point, finding that hyperfragmentation and expressive activity have converged:
Access to limitless options has fuelled the mix and match culture of individualism and personalised experience. Meanwhile, national pride and regional pride has grown, levelling out preferences for Western culture in Asia, creating a spintering and fusion of popular culture that media companies have had a hard time staying current with.
While the research conclusions from Viacom/MTV stress that youth should no longer be seen as purely a chronological limit, I still think it might make more sense to remove the word “youth” from the concept. There are/will be plenty of 40-year-olds who like to be current with popular culture, although perhaps the stats show a negligible number. For now.
Read the original post for other observations on global youth culture, as well as a little bit about the tricky relationship between the members and commodification/commercialization. The only conclusion I think has become outdated is about entrepreneurial ambition, which has understandably scaled back in light of the recession. On the other hand, expressive and creative ambition has skyrocketed, as MTV Asia notes in this study, with four in ten Asian youth dreaming or performing or writing a book, fully a third interested in creating music or movies or inventing a new product.
Posted on January 20th, 2010 by DeepthiW
Filed under: Global Culture, Media | No Comments »


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