About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Tuesday, July 3, 2012

the emotions and its expression in social media : youth in India

After the emotics, the expression of SNS emotions of youth in India are now getting consolidated into more intangible formats; the facebook “like” button. The button which was only a graphic way to represent one’s “linking” is now used at various formats / situations to express “solidarity”, “brotherhood”, “exhibition of fan following”, “power (of supporters)” and yes, “love”…. The recent article at The Hindu newspaper expresses it well.

The article states “Half of our personality now lies in the virtual world. Are ‘likes’ are replacing common emotions of anger, happiness, solidarity or sadness”…. Further it cites various case studies as given below:

A few days ago, Bihar (a state in eastern India) touched the social networking scene. If the government is to be believed, apparently youngsters can reach out to the officials and choose to either ‘like’ the policies and governance or could express their ‘dislike’ through their facebook page. In April this year, reports emerged out on the internet that Facebook was now going to employ the dislike button. Keeping up with times, we do know that, the tiny little button ‘like’ is in in fact an infallible business model that helps brands and businesses get insight into the consumer’s lifestyle: primarily the likes and dislikes. When we get into the more personal form of interaction, it’s surprising that likes are replacing most emotions. When 25-year-old Rizwan Mohammed posted about his late father, he didn’t expect a 235 people from his friends to ‘like’ his status. He is more composed now and understands that, it has become a form of solidarity. “It was upsetting to see that people like that my dad is dead. But I guess you can’t go by the literal meaning anymore. All those people were showing their support that way,” says Rizwan. When Dev Dutta’s relationship status went from single to in-a-relationship, it evoked as many as 300 likes from his 500-odd friends circle. A few months later when it went to ‘it’s complicated’, as many as 250 people liked that status too! Do these 250 people actually like that his relationship is on the rocks? A now-single Dev laughs and says, “I was really confused, so I never commented or said anything there. I didn’t know, if they are mean enough to like what is happening to me or if they are showing support. It’s funny now, but I was really hurting then.” It’s not all that different with Sneha Devulapalli either. The 17-year-old engineering student met with an accident recently and posted, “Met with an accident, bed-ridden.” 39 of her friends liked the status. “I am assuming that they feel bad for me and I take it as solidarity ‘like’,” she says cheerfully. Culture studies student, Suzzana Joseph notes, “The ‘like’ button is giving all our emotions the easy escape route, that’s how we are beginning to interact with each other. ‘Like’ is becoming a necessary obligation.” Like is perhaps first reflective of the ‘pop’ in society, tweens who have little respect for grammar and dish out sentences with more than three likes.

Now ‘like’ is all inclusive. Liking someone’s status, picture, and video takes less than a split-second, but if you’re still on the dial-up connection, it might take longer. However, with the ease of the button, it’s making us not think so much. Let’s just ‘like’ it, let’s store that emotion somewhere in the corner of our mind, to deal with later (or not, whatever suits).

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