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Oh! to be young
FOR all of you out there living on a four-times-week diet of Kaun Banega Crorepati, here are a couple of brain-teasers: 1) What is common between Britney Spears, Martina Hingis, Prince William and Priyanka Chopra? A) Never heard of them. B) They are all teen celebrities. 2) What is common between MTV, Teens Today, Benetton and buckinvestor.com? A) Huh? B) These products and
services cater specifically to the youth. |
If you have marked both Bs, read on, this is for you. You are certainly no stranger to the world you are about to step in.
At 18, Britney Spears is an international pop sensation, hogging the top-of-the-charts ratings for weeks. At 28, Sachin Tendulkar has blasted all bowling attacks and record books alike. At 26, Sabeer Bhatia made history with Hotmail. Miss Universe Priyanka Chopra is yet to celebrate her 19th birthday. Teenaged Prince William is the media’s latest blue-eyed boy. Twentysomething Ekta Kapoor owns the hugely successful Balaji Telefilms. At 27, Hrithik Roshan has attained superstardom in Bollywood. Today’s youth are rarely told that they are "too young" to take their own decisions, to air their views, to aim for the stars. Little wonder then that you know them as technical whizkids, confident models, world-famous sportspersons, talented actors, successful entrepreneurs, even eager politicians-in-waiting. From being an ignored, marginal and largely silent section of the population, the young have now become a commercially profitable target. Marketing and manufacturing companies make products for the young. Advertisements, by and large, speak to a youthful audience. No longer do the young have to wear unfashionable hand-me-downs. They can now choose from an array of designer apparel by Lee, Benetton, Lee Cooper, Gasoline, Weekenders, Levi’s, Adidas, Nike, to name a few, designed especially with their tastes and comfort in mind. The entertainment industry, especially the music industry, depends on the teens to show profits. There are T.V. channels that are dedicated only to them. Many websites are created for and by the young. Fast-food joints like McDonalds, Pizza Hut and Domino’s provide products and services designed to dovetail with their fast-paced lifestyle. Bookstores are stacked with books and magazines that deal with teenage issues. Newspapers provide space for the them to air their views. Some papers even have separate pull-outs for teens. Many websites have fora for the youth to exchange views on matters of mutual concern. The young today have more freedom to do their own thing. Many have their own rooms, vehicles and computers, take their own decisions and their own vacations. Parents are more liberal and curfews are not so strict. Step into any disc and you will see teens dancing away till the wee hours. Gender-specific youth groups are an anachronism. Interaction with the opposite sex is the norm. And, of course, dating is a natural corollary of this interaction.
With more money at their disposal, the youth have a previously unheard-of purchasing power. This is not only the result of parents becoming more generous (although that is certainly the case, with some parents giving their children as much as Rs 3000 and more as pocket money) but also because many school and college students have independent sources of income. Summer jobs, part-time jobs, freelancing, even entrepreneurial ventures, all give teens that welcome extra buck, apart from the all-important on-the-job experience.They have the resources, the drive and the confidence to tackle the intricacies of the professional world much before they outgrow their braces. The age of new recruits in the corporate sector, too, seems to be at an all time low, especially for jobs that require interpersonal skills, command over English and creativity. Turn to the appointment section of any newspaper and you will see openings for 25-year-olds with one to four years of experience. The message for the youth is loud and clear — never mind what you have heard, the hare wins. So if you want to get ahead, start early. With opportunities by the scores knocking at teen doors, it is not surprising that the youth are not content with doing things the way they have always been done. Exploring unchartered territory and opting for off-the-beaten track professions, the youth today are more ambitious than ever before. Pursuit of academic excellence is no longer the sure-shot ticket to success. In fact, some prefer to bypass the conventional school-college-university routine altogether and still get where they want. The advent of information technology has, no doubt, played its part in elevating the status of the X-generationer. This is one area where the young have a definite edge over their seniors, for many of whom the computer is still something from Mars. The agility of the young mind is, perhaps, required to keep up with the fast rate of obsolescence of computer technologies. In a role reversal of sorts, it is the teenagers who are teaching their parents the ABC of computers. The internet specially seems to be a predominantly youth domain. This is hardly surprising considering the creators and end-users of many websites are young people. www.buckinvestor.com gives advice to investors under 35 and www.ilovechandigarh.com has been made by college students. Gone are the days of speak-only-when-you-are-spoken-to admonishments to teens. Now, every one from parents to teachers to newspapers and magazines encourage them to voice their opinions. An extremely vocal and aware Generation-X, which knows its mind, is only too happy to oblige.
Nor does it end here. Many stress-related maladies that previously effected only the middle-aged, today seem to be afflicting the young. And a life lived in the fast lane has its drawbacks, too. Burn-outs by the age of 35, especially in the high-pressure corporate sector, are not uncommon. Another disturbing trend is an alarming rise in teen crime. Teenagers today, especially in the western countries, handle fire arms with the ease of professional killers. More and more teenagers are involved in crimes that were earlier the domain of much older people. They kill, peddle drugs, rape, steal, carry weapons, and otherwise flout the law in major or minor ways. The ubiquitous Internet is used to stalk, rape and even kill. A few years ago a bunch of teenagers hacked into the Pentagon network and the dreaded iloveyou virus which effected thousands of computers worldwide last year, was the brainchild of a teenaged boy. More money, more freedom, parents who are busy with their own lives, peer pressure, a consumerist culture and unstable families all conspire to create an atmosphere where teens can easily go astray. Drinks, drugs and teen pregnancies are often the result. Yet it cannot be denied that the youth today are holding centrestage with aplomb, warts and all. True the unlimited options that they have have productive as well as destructive potential. It would be foolish, if not downright suicidal, to write them off. After all, they have the world at their feet and the stars within their reach. ..."I am young and I, too, have a dream." So said Rajiv Gandhi in his first-ever address to the United Nations General Assembly. A dream with which he conceived the Generation Next. Today that dream has matured and with its magic box of hopes and opportunities, the Generation-X is all set to take over the reins of the world. No doubt, there will be problems, no revolution is without its share of discontent and friction. But then, this is not a question of good or bad, right or wrong, it is just one generation passing the baton to the next, the past paving way for the future. To phir computer mahashai, (a) youth
par tala laga diya jai. |