The McWorld Generation

1
The McWorld Generation

• Are young people increasingly similar around the
  globe ?
• Henk Vinken
• Tilburg University, the Netherlands
• Komazawa University, Tokyo
• Lecture June 14, 2005
• Division of International Studies
• International Christian University, Tokyo

2
Many globalizations basic assumptions

• An emerging global culture ?
• Different emitters the USA, Europe (Italy,
  France, UK), Japan ?
• Different responses acceptance, rejection,
  coexistence, synthesis
• Diffused through elite and popular channels
• Elite e.g., Davos culture (in business,
  governance)
• Popular e.g., McWorld culture (in pop
  culture, consumption)
• The rise of a McWorld generation ?
• Engagement in pop culture signals participation
  in global modernity
• Similarities in terms of choices, but also
• In terms of values (what is regarded desirable)
• Young people more similar in choices and values ?
• Evidence in value surveys in Western and Asian
  countries ?

3
whole population
young people (born 1970-1987)
source world values survey/european values study
1999-2000
4
whole population
young people (born 1970-1987)
source world values survey/european values study
1999-2000
5
Preliminary conclusions

• Across the board Young people close to national
  responses
• Which are very different in both Western and
  Asian societies
• Especially so on values of child rearing
• Less so on gendered values of combining work and
  family life
• Young generation NOT clear forerunner of value
  convergence
• Preliminary survey studies have limitations
• Qualitative evidence an international picture
  show ?

6
Pictures by young people in large cities in 1990
7
First three examples from London, UK
8
Three examples from Tokyo, Japan
9
Three examples from Shenzhèn, China
10
Preliminary conclusions

• Young people emphasize very different facets
• In both Western and Asian societies
• In line with cultural stereotype of their
  societies
• London pop music idols / leisure / money /
  single people / no reference to education or
  development
• Tokyo consumer heros /expensive hobbies /
  education as an achievement
• Shenzhèn social world / family / education as a
  social, developmental issue
• Young generations not the same, so no McWorld
  generation ?!
• Preliminary picture show limited to young
  people(e.g., no comparison with adults from same
  society)

11
Discussion

• Perhaps one McWorld generation in terms of real
  choices
• In life course choices
• In learning and working
• In building friendship and intimate relationships
• In combing work and children
• In consumption and media use
• In becoming active for some good cause, and
• In making choices that are provisional and
  reversible ?!
• Maybe diversity declines in these real life
  course choices
• Maybe young people feel connected because of this
• Maybe that might boost understanding and
  cooperation

Maybe, as we work on collecting international
evidence