Youth – Changes, consumption,Globalisation and Risk.

1. Youth – Changes, consumption,Globalisation and Risk. http://www.youtube.com/watch?v=v3gEFwQo_7k

2. How have the lives of young people changed over the past 60 years? • Education and employment and qualifications • Gender behaviour and sexual behaviour • Choice of consumer goods • Different media content and exposure • Exclusion from politics • Later separation from parents due to house prices, debt, • Risks – Violence, drugs, STDs, pregnancy, unemployment, mental health e.g eating disorders.

3. SNOWBALLS • Use your Sociological imagination and say one thing about how consumerism or globalisation has affected young people as a social group. • Throw your snowball • Pick up a snowball and add a point to it • Repeat

4. Consumerism • Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods or services in even greater amounts.

5. Globalisation • Globalization describes the process by which regional economies, societies, and cultures have become integrated through a global network of communication, transportation, and trade. The term can also refer to the transnational circulation of ideas, languages, or popular culture through acculturation. An aspect of the world which has gone through the process can be said to be globalized.

6. Consumption • As we already know consumerism played a big role in the development of youth culture in post-war Britain. • Young people are attracted to things which are new and different from their ‘same old, same old’ parent’s culture. • Clothes, Music, hairstyles, leisure etc – if they can’t buy it they will create it, like the Punks style. • Eventually INCORPORATION will ensure similar products are produced in the mass market – because it makes money.

7. Consumption • Companies can target them to buy their products and therefore the identity of young people is becoming more about having the right stuff than about issues like class, gender or ethnicity. • Since the 1950s more and more products have been targeted at young people, BUT children and adults are also attracted to these things. • What stuff do you think it is necessary to have ??

8. Globalisation • Globalisation means that young people have more choice of what to buy. We export products from across the globe so that you can create new fashions and styles. • However perhaps products are also becoming homogenised e.g coca cola is global and may have pushed out other drinks which were traditional like iced tea ! From this perspective young people have become more similar across the world. • Can you think of other examples of this ??

9. Here are some !! • Coca Cola • Trainers • Baseball caps • Jeans • Nightclubs/discos • Football • Mobile phones • Ipods • McDonalds

10. Essay planning • Discuss the influence of consumerism on youth culture (30 marks). • Write down 4-5 AO1 points that you could make. • Write down examples to support each point. • Think of researchers you could mention • Think of any counterarguments to your points or further analyses you could make.

11. Possible essay – Discuss the view that youth cultures are based on consumerism Ao1 Ao2 • Youth culture only came about in the 50s because of products being targeted at young people e.g dress/music • Young people are attracted to novel things so are encouraged to buy more e.giphones • Styles created by spectacular youth cultures have been incorporated in mainstream youth culture and influences styles. E.gpunky clothes • Bennett argues that youth no longer form sub-cultures but are influenced by need for leisure and consumer goods forming instead ‘Neo Tribes’ e.g Cod players – relies on companies making and selling these products. • Functionalist like Parsons argued that it was a need for a rite of passage that influenced youth cultures • Marxists would argue it was resistance to capitalism that led to sub-cultures like skinhead and that consumerism has led to the exploitation of young people for the benefit of the bourgoiesie. • Consumerism has caused status frustration amongst today’s youth. • Neo-tribes argument ignores the fact that sub-cultures still form around associations based on gender, ethnicity and social class.

12. Timed essay - Discuss the influence of consumerism on youth culture (30 Marks) Ao1 Ao2 • Define consumerism and youth culture • Post War increased affluence/spending power/products aimed at youth • Globalisation led to increased choice (supermarket of style) Polemus – blending of ethnic styles/Bennett - Neo Tribes • Increased affluence and middle class attitudes leads to development of Hippies and Skinheads. • Sewell argues that black caribbean culture is very materialist (bling) and has influenced white youths in the uk (possible cause of London Riots) • With concerns over sustainability consumerism is the new ‘folk devil’ • Marxists - Many youth still poor and working-class/cannot afford styles • Some would argue this has led to less choice (Mcdonaldisation) and pressure to conform to youth ideals i.e. eating disorders caused by media. Some sub-cultures are still class/gender/ethnicity based • Whilst these sub-cultures were spectacular and possible forms of resistance against capitalism, most young people were ordinary.

13. SNOWBALLS • What risks do young people face more than any other age groups?

14. Risk associated with Nightlife Hegemonic Recreational Nightlife Model (HRNM)and its principal characteristics are: • Spreads very quickly • Its presence makes difficult the existence of other models of entertainment • Alcohol and other illegal drugs are used as a frequent tool (fast-leasure, fast-pleasure) • There are risks for health and security (drugs use, sex, drive • ing, violence)

15. Genderdifferences in alcohol Gender differencesin risk behaviours

16. 3 2 1 1 Females show significant higher levels of occasional consumption (1-3 times a month) 2 Similar levels for weekly consumption 3 Males show higher levels in frequent consumption

17. Genderdifferences in IllegalDrugs

18. CANNABIS Gender differencesin risk behaviours 1 2 1 Women show higher % of abstinence 2 Men show higher % of frequent consumption

19. COCAINE

20. Violence • Scientificevidence shows a relationshipbetweenrecreationalnightlife, alcohol & drugconsumption and violentbehaviour: • Thereforehigherrates of alcohol and drugconsumptionmayalsoexplainhigherrates of violence in males. • Howeverthereis a strong link betweenmisuse and violenceforbothgenders

21. Violence Genderdifferencesin risk behaviours • Significant higher levels for the 3 behaviours in men (except in cities of Brno & Berlin)

22. Genderdifferences in Riskydriving

23. Young drivers, especially young male drivers, are much more likely to kill themselves and others in road crashes, compared to older drivers

24. Usingpublictransportreveleadtobe a protective factor • Men show significantlyhigherlevels of riskydrivingbehaviour • Menhaveabout 4 times more probabilitytosuffer a trafficcrash, butthisisprobablybecausetheypresent: • Higherlevels of alcohol and drugconsumption • Higherlevels of riskydrivingbehaviour

25. Driving Gender differencesin risk behaviours Reasons for rejecting use of public transport by age, gender and North/ South (I)

26. RiskySexual Behaviour Gender differencesin risk behaviours

27. Drugs and Alcohol risks • 20% males and 13% females aged 15-19 say alcohol was a main reason for first sex • 1 in 10 15-16 year olds have had sex after drinking that they later regretted • Young people are 3x as likely to have unprotected sex when drunk • Therefore positive correlation to contraction of STDs • Anaesthetic effect of drugs and alcohol may be used to artificially prolong sexual encounters but this is shown to be unhealthy especially for girls.

28. Youth, Risk and social change • Risk Theory (Cieslik and Pollack 2002) • Contemporary life has become unpredictable and full of risks. This may explain problems in youth of today, here are examples:- • Risk of making wrong choices ! • Get married, don’t – have kids, don’t - go to uni, don’t ! Will I get divorced? Will I get a job at the end of it? • Should I choose apprentiship, NVQ, A levels – if I get it wrong I may be stuck at with my parents !!!!

29. Risk continued • Young people who make wrong choices can end up homeless, criminalised or stigmatised (teenage pregnancy) • Stress combined with uncertainty leads to an array of problems seen in the young , eating disorders, drugs and suicide. • However some may embrace this uncertainty as meaning they can make their own choices, for example many jobs young people are applying for now did not exist in their parent’s day. (Roberts 1997)

30. SOCIAL CHANGE - SHIFT HAPPENS • http://www.youtube.com/watch?v=QeoKQbT8BKs