Present generation of Indian youth is in every sense a paradoxical one There was a time louis vuitton bags amazon us when life was simple and social equations even simpler.
Society consisted of an older generation and a younger generation and the twain met somewhere in between. QED. Along came the New Age sociologist with trendy buzzwords and PowerPoint presentations and, suddenly, entire generations were reduced to alphabets. It louis vuitton alma epi gm is clearly not an exact science and generalisations can be misleading, but even so, today's youth in India represent a generation for whom the biggest visible change has been in lifestyles. The old socialist mantra of "rice in every bowl" has now been replaced with "a cell phone in every hand". The rising tide of affluence has given today's youth the advantages of technology and a range of opportunities that no generation before them had. Nor have they ever represented such a predominant section of Indian society. Aditi Patel,20 StudentDaughter of doctors, Bhopal's Patel believes technology has broken down communication barriers between the old and the young, made the young more demanding and aware and the old more permissive. "I am more privileged and liberated than my parents because they are more understanding."That may represent a marketing strategist's dream with visions of a consumer behemoth driving a new youth economy of unprecedented scale and extravagance. With the wallets of the 20 louis vuitton handcuff bracelet 35 age group stuffed with credit cards, the obvious fallout would be mass fads and a voracious appetite for big brand names. At one level, that is partly true. From jeans to sneakers and cars to computers, manufacturers and advertisers are unflinchingly targeting the youth market. An amazing 78 per cent respondents say that they have never dieted to look good (Dr Atkins would have eaten his heart out), 87 per cent feel that men and women are given equal opportunities in their homes, 82 per cent would rather live in India than abroad, 60 per cent would louis vuitton briefcase knockoff not use sex appeal to get ahead in their careers and 75 per cent say luxury goods should be taxed higher, along with the rich. Hello, there's a reality check here. Aditi Patel Even discounting rural youth, urban India was widely seen as embracing get ahead liberalisation in attitudes and ambition. Judging by the response, globalisation, that overused phrase, seems to have passed them by without leaving much of an impact. Similarly, in the midst of economic liberalisation, the Indian youth is turning inwards, strengthening traditional values and displaying conservative attitudes across the board. He says the success of Budha Bar III three years ago spurred others to add the Indian touch to their music."Everyone has started adding the Indian touch to their music. The youth are more clued in."That could, paradoxically, be a direct result of growing affluence and self belief. The current generation has the boon of exposure to multiple influences and opportunities. It is natural that they would be a more confident and self assured lot." Sam Pitroda, the man most identified with India's technological revolution in the official arena, finds that today's youth makes him greatly optimistic about the future. "They are hampered by the brain chain as opposed to the brain drain," he stated, adding: "Let them fly." Fly they will but in which direction? Inherent in the responses, there is a touch of arrogance and overconfidence, particularly in relation to their worldview (anti Americanism, Pakistan bashing and anti globalisation) and their lifestyle choices (a majority oppose live in relationships or kissing in public). Affluence breeds arrogance and overconfidence and often overrides reason. This is, in every sense, a pumped up but paradoxical generation: it prefers the outward trappings of western culture DKNY, Dockers and Reeboks are standard but underneath beats a very traditional Indian heart. Much like the Chicken Tikka burgers they serve in McDonald's across India. Akhtar Fazel There are parallels here with futurologist Alvin Toffler's treatise in Beyond Future Shock, in which he argues that each generation's social memory focuses on its own defining moments. For earlier generations, the defining moment wasWorldWar II, yet in a survey this generation of Japanese and Americans assumed that the two nations were always allies. Apply that to India, and according to the survey, the defining moment for today's youth was the Kargil conflict. This explains why today's youth display such aggressive intent towards Pakistan. He argues that social memories vary in different regions of the world, in part because of differences in the rate of change. Where change is swift, very little of the past repeats itself. In slow change societies, the process of generational amnesia is slower. The elderly, he says, are respected in slow change societies because they can recall the past and draw lessons from it. Initially he found it hard to adjust but now the COO of a careerguidance company says the joint family system has a lot to offer."I'm happy I have people to talk to and chill out with when I come home after a hard day's work."In the Indian context that raises some intriguing questions. In India, with its multiple social layers, there is rapid change at one level, and very slow change at another. Today's youth cannot be bracketed together as being representative of an entire generation. Social anthropologists refer to this as the outcome of the cultural clash between globalisation and local communities. Globalisation in such a situation does not necessarily erode cultural identity, instead it leads to the localisation of western attitudes and trends. In India, it is seen in everything from Pizza Hut's chicken tikka pizza to raga techno music, from European fashion married to traditional Indian motifs to dietician Shikha Sharma's ayurvedic modification of the Atkins diet. It is also seen in MTV lingo and global brand advertising. Britney Spears does not sell brands in India, but Saif Ali Khan, Rahul Dravid and Preity Zinta do. There is very little in their responses that suggests a dramatic generational change, except perhaps in outward affluence and optimism. Can this confused generation lead us to a better tomorrow? Better educated, with greater spending power and more tech savvy, the urban, economically powerful young have undoubtedly an enormous role to play in shaping the India of the future. Judging by their attitudes and responses to the survey, they are just not sure how to go about doing that. Generation DefinedBaby Boomers: Those born between 1946 and 1964.
In America, they are over 57 million strong, the largest consumer group in the US history. These are the tech savvy, wired generation who found their religion in computerland and spoke a weird language of bytes and bits and ate Pentium chips for breakfast, lunch and dinner. In Britain, they are dubbed the iGeneration because of their signature fashion accessory, the iPod.
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