Name of My Generation: Mono-Generation Essay

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Introduction

My generation can well be defined as the generation of monoculture or mono-generation. This is the best possible name because this name specifies the overall approach of this generation with its multicultural influence of the perfect meting pot scenario. There is a certain amount of merit in this definition and it would be expressed accordingly.

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Today, globalization signifies escalating global connectivity, incorporation and interdependence in the economic, cultural, technological, social, ecological, and political orbs. Globalization has an assortment of characteristics, which influence the world in numerous dissimilar ways. The various forms of Globalization are as such, Industrial Globalization, pseudonym Trans-nationalization is surfacing of worldwide manufacture markets and wider access to an assortment of merchandise for consumers and companies. However, what it appeared that the result of this process would be a world with one culture and elements like cultural pride, sovereignty, individuality would fail to exist in the end. The derivation of this conclusion was deciphered with the help of socio-political instrumentation and economic influences that directly effect/affect the rise and fall of culture. All these aspects proved that the world indeed moving towards a one-world culture format but it is not against the will of the general mass but with the gradual approval of the population. Global monoculture is taking over and so the issue of citizenship matters no more within the concept of global village (Liebes, p. 156).

Main body

Apart from that the social and economic factors of post modern values are development of concepts like secularization, decontextualization, totalitarianism, mechanization, democratization, centralization, hierarchical organization, individualism, linear progression, homogenization, diversification, hybridization, unification, industrial society, reductionism, , universalism, subjectivism, alienation, rationalization, and bureaucracy making the present generation a society of a complex and intricate civilization and thus the individual system developed in that mode (Liebes, pp. 177-9).

Yet another interesting feature of the present generation citizenship is the availability of information. This became more easily available due to development of internet and similar communication systems that made information abundant. Formerly, the areas that were separated by geographical barriers were broken down after the modern family and thus people became more aware of things happening around them. Under these parameters, it hardly matters whether one is a citizen of a specific country, or not, to explore the benefits of that country.

A curious coincidence was interesting news that signified this birth of the monoculture generation. It was published in New York Times on May 5, 1990. It was titled, ‘Open Skies’ Parties Drop Deadline for a Deal. Sure, that was a program and debate about the open skies treaty and it is all political and military interest but the bottom-line was the amalgamation of 34 nations over a single issue and goodwill. This can be established as a pro monoculture significance where different cultures were summoned to blend into a though process for the common good. (REUTERS, 1) This is the psyche of the present generation.

A very recent advertisement campaign would demonstrate the reason behind choosing the name of our generation. The new Swatch hardly is interested in tell any narrative of a specific culture and there are no captions included too. It is all visualization essence of elation.

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Spring - Summer collection  2008.
Figure 1. Spring – Summer collection 2008.

This advertisement is more about impact rather than message. The influence of Latino culture is vibrant all over the frame with colorful flamingo dancers and the mystic lights are influence of the magic reality of Gabriel Garcia Marquez unlike the flat and normal lights and colors of the older version. In the background, there are high rises, synonym of US urban life and there is only one use of letters. It conveys the arrival or launch of the Spring-Summer collection of 2008. The entire essence of this new advertisement is very rich, exotic in nature. It is as if to indicate that the new version of the watches are for the new generation who are young, upward mobile, classically tasteful but is not inclined towards any specific culture and thus it tends towards a non-specific monoculture with western beliefs (Zhang, p. 152).

Conclusion

In present day society, the destruction of traditional cultures in order to start them into the global monoculture is more subtle than it was in the past. Most corporate and government leaders do not intend to destruct traditional cultures; for the most part, they are often unaware that they are doing so. This lack of realization seems to be nurtured by the cult of specialization, which is ever-present in western society. This allows the tendency to destroy the cultural diversity of the world in an effort to spread and expand the global economy. (Huntington, p. 56) Finally, it would not be irrelevant to conclude that with the advent of information technology and internet it is almost impossible today to stay away from the concept of global monoculture. Be it Indonesia or western Africa, sooner or later the every aspect of human life and thought process would be included within the threshold of the ‘brave new global village’ obviously nurtured and edited in accordance to the western tradition and the concept of monoculture becomes relevant in these cases. (Schularick, p. 339) Thus, it is obvious that the best name possible for the present generation is generation of monoculture or mono-generation. This name is well defined and the term well demonstrates the present generation.

Works Cited

  1. Liebes, T and Elihu K. The export of meaning: cross-cultural readings of Dallas. Cambridge: Polity Press. (1993).
  2. Huntington, S. The clash of civilizations and the remaking of world order. New York: Simon & Schuster. (1997).
  3. REUTERS; ‘Open Skies’ Parties Drop Deadline for a Deal; NYT.com; 1990; Web.
  4. Zhang, Peng, Juntao Ma, Xiaorong Sun; Intelligent delivery of interactive advertisement content; Bell Labs Technical Journal; Volume 13, Issue 3, Date: 2008, Pages: 143-158
  5. Schularick, Moritz; A tale of two globalizations: capital flows from rich to poor in two eras of global finance; International Journal of Finance & Economics; Volume 11, Issue 4, Date: 2006, Pages: 339-354
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IvyPanda. 2021. "Name of My Generation: Mono-Generation." October 14, 2021. https://ivypanda.com/essays/name-of-my-generation-mono-generation/.

1. IvyPanda. "Name of My Generation: Mono-Generation." October 14, 2021. https://ivypanda.com/essays/name-of-my-generation-mono-generation/.


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IvyPanda. "Name of My Generation: Mono-Generation." October 14, 2021. https://ivypanda.com/essays/name-of-my-generation-mono-generation/.

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