Dominant values : Driven by a stubborn confidence to break into the big league, theseyoung people are ready to slog it out. The super ambitious youth thinks with an openmind, experiments and takes risks to defend their own beliefs. What’s interesting isthat immediate family continues to be important for the Indian youth. And, bodyworship is definitely a virtue! Experiential living rules the roost as every sensation isheightened and enjoyed to get the maximum impact out of life.Peripheral values : Neither are these values are supremely important, nor are theydiscarded as redundant. Honesty, welfare of others and true-friendship liesomewhere on the fringe and are no longer the driver values. Leisurely and chilledout way of life is out-dated; the young folks love to work hard to earn theirindependence and self respect.Subdued values : These values are fast fading and let’s not get judgmental andsentimental about them. Loyalty, self restraint, obedience and inner harmony are notthe hot favorites amongst the Young Turks. Approval from the society is not somethingthat really matters. They are extremely short term focused and do not strive for alasting contribution at in future.
Youth Value System : Key Values as Ranked by the Youth Seek a prosperous life 46 Dominant Be ambitious & hardworking 44 Values Good physical health 33 Take care of Family 32 Be broad-minded 31 Stand up for your beliefs 31 Seek a stimulating, active life 31 Be honest and truthful 27 Seek independence & free choice 27 Peripheral Values Seek self-respect 26 Seek equal opportunity for all 24 Work for the welfare of others 23 Seek a leisurely chilled out life 21 Seek true friendship 20 Loyalty to friends or the group 16 Long term orientation 15 Subdued Have inner harmony within self 15 Values Practice self-restraint & control 13 Be obedient and dutiful 12 Be polite & courteous 12 Seek approval from Society 12Youth Research, MTV, 16 cities, 3110 sample size, 2010, SEC AB
The differences are not very stark on most of the values. But yes, there are somedifferences between the two planets.While both genders have similar dominant values, the men folks come across as moreambitious and are strongly driven by dream of high-life. Interestingly, the need forgood physical appeal is stronger amongst men.Women, on the other hand, show a higher scores for being open minded. They alsovoice strong feeling to stand up for their own beliefs, seek equality in life and ownindependence to live life on own terms.On all the other values, both men and women show similar scores.
The Skew in Gender Values High Female Skew High Male Skew Seek a prosperous life 5 Dominant Values Be ambitious & hardworking 4 Good physical health 6 Take care of Family (1) Be broad-minded (5) Stand up for your beliefs (6) Seek a stimulating, active life (0) Be honest and truthful 1 Peripheral Seek independence & free choice (2) Values Seek self-respect 3 Seek equal opportunity for all (4) Work for the welfare of others 0 Seek a leisurely chilled out life (2) Seek true friendship (1) - Loyalty to friends or the group 4 Long term orientation 0 Subdued Have inner harmony within self (4) Values Practice self-restraint & control 4 Be obedient and dutiful 3 Be polite & courteous 0 Seek approval from Society (0)Youth Research, MTV, 16 cities, 3110 sample size, 2010, SEC AB
In this constantly evolving era of media andtechnology, Entertainment is being redefined. MTV engaged with3115 youth across 16 cities in the age bracket of 15-24 years andSec AB to investigate the changing trends in Entertainment. Theresearch was conducted with a mix of quantitativequestionnaires, qualitative group discussions and ethnographyanalyses. The objective of the research was capture the currententertainment avenues and forecast winds of change in nearfuture.