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

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 ?

whole population young people (born ) source: world values survey/european values study

young people (born ) whole population

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 ?

Pictures by young people in large cities in 1990

First three examples from London, UK

Three examples from Tokyo, Japan

Three examples from Shēnzhèn, China

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 –Shēnzhèn: 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)

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