Discuss the Concept of Generation in Relation to Media (Term Paper Sample)

TASK: DISCUSS THE CONCEPT OF GENERATION IN RELATION TO MEDIATable of Contents TOC \o "1-3" \h \z \u The Six Living Generations PAGEREF _Toc454428594 \h 2Generational theory PAGEREF _Toc454428595 \h 2Media Impact on Kenyan generations PAGEREF _Toc454428596 \h 4Evolution of the media PAGEREF _Toc454428597 \h 5Social media PAGEREF _Toc454428598 \h 5Influence of media on generational characteristics. PAGEREF _Toc454428599 \h 6Media influence on social life PAGEREF _Toc454428600 \h 61.Attitude on media PAGEREF _Toc454428601 \h 62.Music PAGEREF _Toc454428602 \h 7Media influence on religion PAGEREF _Toc454428603 \h 8
THE SIX LIVING GENERATIONS
Generation is the act of producing offspring. In kinship terminology, it is a structural term designating the parent-child relationship. It is also known as biogenesis, reproduction, or procreation in the biological sciences. The term is also often used synonymously with cohort in social science; under this formulation the term means "people within a delineated population who experience the same significant events within a given period of time". Generation in this sense of birth cohort, also known as a "social generation", is widely used in popular culture, and has been the basis for societal analysis. Serious analysis of generations began in the nineteenth century, emerging from an increasing awareness of the possibility of permanent social change and the idea of youthful rebellion against the established social order. Some analysts believe that a generation is one of the fundamental social categories in a society, while others view its importance as being overshadowed by other factors such as class, gender, race, education, and so on.
Auguste Comte was the first philosopher to make a serious attempt to systematically study generations. In Cours de philosophie positive Comte suggested that social change is determined by generational change and in particular conflict between successive generations. As the members of a given generation age, their "instinct of social conservation" becomes stronger, which inevitably and necessarily brings them into conflict with the "normal attribute of youth"—innovation.
Generational theory
The concept of a generation is also used to locate particular birth cohorts in specific historical and cultural circumstances, such as the "Baby Boomers".
The main tenet of generation theory is based on the generation similarities however its worthy to note that there are differences among them as well. A 2010 Pew Research Center report called "Millennials: Confident, Connected, Open to Change" noted the challenge of studying generations in its assertion that: "Generational analysis has a long and distinguished place in social science, and we cast our lot with those scholars who believe it is not only possible, but often highly illuminating, to search for the unique and distinctive characteristics of any given age group. But we also know this is not an exact science. We are mindful that there are as many differences in attitudes, values, behaviors, and lifestyles within a generation as there are between generations. But we believe this reality does not diminish the value of generational analysis; it merely adds to its richness and complexity."
The other tenet of generational theory is founded in its observation that; it is not where the birth cohort boundaries are drawn that is important, but how individuals and societies interpret the boundaries and how divisions may shape processes and outcomes. However, the practice of categorizing age cohorts is useful to researchers for the purpose of constructing boundaries in their work.
In America and the western world, there are six living generations, which are six fairly distinct groups of people. As a generalization each generation has different likes, dislikes, and attributes. They have had collective experiences in their youths and as they aged and therefore have similar ideas. A person’s birth date may not always be indicative of their generational characteristics, but as a common group they have similarities. Such groups have been given different names typical to the charactertistics of the members of the generation. This include-:
Generation Name

Births Starting

Births Ending

Youngest Age Today

Oldest Age Today

The Lost Generation -The Generation of 1914

1890

1915

101

126

The Interbellum Generation

1901

1913

103

115

The Greatest Generation

1910

1925

91

106

The Silent Generation

1923

1944

72

93

Baby Boomer Generation

1945

1964

52

71

Generation X

1961

1981

35

55

Generation Y - The Millennials - Gen Next

1975

1995

21

41

Generation Z

1995

2015

1

21

Media has played a vital part in creating behavioral congruence in different generations. The type of media and the media messages people consume especially in their teen years and early adult hood are a major influence to the altitude they assume in life.
Another major influence on the character of successive generations is the political climate and events that people in each generation experienced as they reached adulthood and began to form their identities.
One thing to note with generation classification is that they vary with geographic positioning of the individuals. As such the generations in Kenya will have different characteristic from those of the western world. This is attributed to the different experiences they have experienced.
For the purpose of this study we shall classify the Kenyan generations into four categories bounded in an age bracket as follows
Years

Age bracket

1999–2015

(1 to 17 yrs)

1981–1998

(18-35yrs

1957-1980

(36-59yrs)

1956 and below

(60 yrs. and above)

Media Impact on Kenyan generations
In 1963, when Kenya became independent, only a handful of credible news media were in existence. The Standard, formerly known as the East African Standard, after independence, became one of the largest and most influential publications in East Africa. At that time, it was a newspaper that typically concerned itself with happenings in Britain. In many ways, colonial media served as a tool of perpetuating settler ideas across the Kenyan protectorate.
The dawn of independence in 1963 heralded new roles for the media. The challenges of poverty, disease and ignorance faced by most of the newly independent states in Africa, forced a certain understanding about the roles of media. From purely liberation platforms, the media transformed themselves into vehicles for speeding up development. Indeed, it is this thinking that saw many African governments nationalize media or begin to exercise unfettered control over them with the aim of using them to popularize the government’s development agenda.
The re-introduction of multiparty democracy in 1991 after a long stretch as a single-party dictatorship heralded a major opportunity for the media. The ownership base expanded and media content became bolder.
Evolution of the media
Emerging trends have greatly impacted the way that the media has developed in Kenya. Kenyan media have not been left behind by technological convergence. Kenyan media use print, TV, radio, mobile and internet platforms to deliver news and advertising. The modern Kenyan consumer has access to news and information right at their doorstep.
New technologies have encouraged the development of citizen journalism. Audiences proactively collect and share emerging information with media houses. Media have become receivers of content from the public, a shift from its previous role as disseminators of news and information. Audiences are invading an arena that has been the preserve of journalists. What’s more, people have realized the importance of adopting an intelligent curiosity mindset, where they challenge what is presented before them
All these developments signal a new era of media consumers that are heavily involved in the process of information gathering.
Social media
Over the past few years social media has emerged as a very powerful frontier for masscommunication. Kenyans are very outspoken on social media and as such forums are also some of the most active and politically charged as well.
Politicians’ use of social networks as an avenue for mass communication has impacted the tone of communications put forth to various audiences. Unlike traditional media which is one-sided, social media is more interactive and provides the opportunity to received instant feedback on any messages put across to audiences.
This has created the need for more intentional and relevant communication. Users on sites such as Twitter, Facebook, and YouTube range from teens to baby boomers, all of whom are intellectually equipped to challenge what they are told. Politicians making use of social networking sites will be judged by the promptness and relevance of responses to questions posed to them.
Influence of media on generational characteristics.
In this regard we will analyze the influence of media with regard to
* Social life.
* Religion
* Economics
* Education
* And politics
Media influence on social life
1 Attitude on media
60yrs and above
There were very few individuals who owned radios and televisions the literate people in the society were also few and therefore newspapers and magazine readers were few.
As such media consumption was minimal and a status symbol.
Med...