User:Jeff Vankooten

The Hypers
There are many ways to name a generation. The oldest of this generation (born after 2000) is well on their way to being shaped and socialized into a way of being.

We are living in a culture that is permeated by consumerism, the intense propensity to spend money to achieve fulfillment and the uncanny ability of the market to commodify everyday life. While consumerism is not a new phenomenon, it has only become widespread over the twentieth century and particularly in recent decades.

With the proliferation of consumerism comes a seemingly unlimited range of choices. Freedom of choice is a core value in the United States, and is a testament to our self-determination to get what we want and need. The benefits of all these choices seem self-evident.

Materialism and consumption are central aspects of contemporary Western culture, and marketers and advertisers make the proliferation of products difficult or impossible to ignore.

Not so long ago, the variety of offerings was meager. What we wanted was limited and the time spend procuring them was minimal. Today we are bombarded with idealized images of the perfect body, desirable consumer goods, and affluent lifestyles. Yet psychology is only just beginning to take account of the profound influence these consumer culture ideals and the choices to pursue them have on individuals’ sense of identity and worth.

Over a few short generations, the words `consumer' and `person' have become virtual synonymous. The globalization of industry and commerce that is now an ongoing affair - one in full swing - means that the new socialization process is not a political affair; it is economic.

Though not normative by any means, TeachingLife has bestowed upon this youngest of generations the moniker “The Hypers” because of the sheer intensity and instantaneous impact the market has had on their lives. They are “hyper” in the sense of being “turbocharged” in most areas of their lives and “hyper” in their inability to be satisfied with their choices. Of course it remains to be seen, but some stirrings seem to be evident as the dynamic of choice shapes this generation’s approach to life.

Spectacle: Every area, every place seems to be “enchanted” to entice people to consume and never tire of choices. This young generation is growing up to expect the spectacular in all areas of their life, even educational delivery.

Superficiality: Because of the ethereal nature of consumption and advertising on their lives, this generation tends to live at the most surface elements of reality, tending to look more on the outside than to spend time reflecting on deeper levels.

Bonded to Brands: The New York Times recently highlighted the statistic that 47% of the first words out of the mouths of this generation is not “mama” or “dada”, but a brand: “Coke”, “McDonalds”

Persistent Now: The Hypers more than any other generation are being socialized through advertising to believe that the way things are now were always this way and will always be this way. For instance, the abundance of inexpensive products has always been this way and will continue on this way far into the future.

Pinpoint Advertising: To determine precise consumer needs, advertisers are employing new tools, such as internet “cookies” to monitor “clickstreams” of online shoppers. Technology is in place to customize ads specifically for the interests and past pursuits of consumers.

Non-commital: With the expectancy of choice comes the corresponding struggle to commit to anything short or long term. This generation will find it difficult to balance the conflicting impulses of freedom of choice on one hand and the commitment to a choice on the other.