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.

Wednesday, May 15, 2013

confession pages- an unique way of expression among the youth

In a country, where any unintentional comment in Social network can land you in Jail what else is the best possible way to express oneself, other than an anonymous confession? I can see a transparent generation growing amid the nameless confession who dares to express what they feel. The wonderful youth of India finds their ways to express even if govt. and grey hairs tend to gag them through laws. From closed group discussion in facebook, google doc share to coded texts and sign languages the youth invents various ways to sideline mainstream media / govt. gagging.

Here’s a report from The Hindu on the recent surge of Confession pages in Facebook:

“Confession pages are distracting. I log onto Facebook every two minutes only to read these hilarious confessions,” read Aadhya Sharma’s status on Facebook. Aadhya’s examinations are in a week’s time. But every-minute updates on her college confession page have made it difficult for her to focus on her studies. Like Aadhya, there are many others for whom college confession pages have become a great source of mindless entertainment.


Confession pages is the most recent trend among college students on Facebook. Started as a portal to confess anything anonymously, a lot of these pages now have begun posting derogatory comments about peers, professors and institutions. The confessions range from college students posting about their professors to students poking fun at their classmates by commenting on their attire and body language. Students have also used confession pages to confess their ‘love’ for fellow classmates. Interestingly, confession pages of many premier engineering institutions, including the IITs have become just another dating portal.
One of the posts on a Mumbai-based college confessions portal read, “I like this girl but then I was going through her photographs and her mom is hotter! lol Can't help it, will have to propose her only.” Another comment read: “Why do these chicks put on so much make-up and wear heels to college? I come to college with slippers and loose t-shirt's. And, I just look at them, and think wth? /:”
The idea behind confession pages was unclear. “Although confession pages may have started off as an attempt at fraternising, they have now become indicators of the skewed priorities of young students. They showcase the poor language skills, an unhealthy focus on appearance and a tendency to take shelter in cliques,” said Malathi Jogi, student of Economics in Jai Hind College.
Less than a week after Facebook experienced a surge of college confession pages, several troll pages came up with numerous memes countering content which went viral. Many students were both irritated and distracted. Something had obviously gone wrong.
Many college students do not endorse the idea of confession pages. Initially, it may have started off for having a good time, but eventually students began posting nasty comments. Unnati Maharudra, a journalism student, believes that it may not be right to curb the freedom of expression. However, a certain level of decency in language must be ensured. “Students are using these pages as just another portal to target others they may not like. Thus, comments on looks, clothes, personality have become common,” she said.
Yet, there are a significant number of other students who really do not care about what goes up on such pages. “It doesn’t make a difference to our lives when others are busy talking out loud about classmates. It is just another amusement,” said Arunima Joshua.


While the anonymity available here no doubt encourages and enables people to express with candour, the flip side cannot be ignored. “We have seen too often that anonymity becomes a front and a reason for using invective. Sexist comments, misogynist statements, harassment, bullying, intrusions into privacy — these aren’t unlikely fallouts. Such actions have the potential to end up on the wrong side of the law, especially the IT Act. Section 66 A, though antediluvian in many aspects, becomes an efficient tool for checking such abuse. Section 66E, dealing with violations of privacy and electronic transmission of obscene materials and pictures, can also be enforced,” said Saurav Datta, professor of Media Law in KC College.
With students poking fun at each other, it is extremely important to maintain the critical dividing line between expression and expletive.

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