Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
A
Gen
of
Exploding a demographic… semiotics applied
What do Gen Y and
Mr Topsy Turvy
have in common?
Why is Oscar Wilde’s
ghost wal...
OLD
TIMER
FU*K YOU
OSTENTATION
ESCHERISM
SERENDIPITYDAPPERISM
ICARUS’S
FLIGHT
Gen Y through the looking glass...
BUBBLEGUM...
OLD
TIMER
1
Gen Y are coveting nanna’s style...
The roots of Old Timer culture run deep...
Break-neck pace of
technological change
1 2The imperative to be
original
Frustr...
Old timer has an industrial bent too...
Crates, steel girders, bare
lightglobes, distressed
materials,visibledecay.
Modern...
OLD TIMER SIGNALS A YEARNING FOR MORE HUMANISED PRODUCTION... THE FRUIT OF TIME
AND PROCESS
Mass produced, identi-kit cult...
A peek at three...
ESCHERISM
2
Escherism inverts and distorts the world around us...
Escherism puts a kaleidoscope to Gen Y’s eye...
See the world through a
new lens
1 2Adhering to their
rebellious transgres...
FU*K YOU
OSTENTATION
3
Culture-jammers at heart, Gen Y leverage modern taboos...
BUBBLEGUM
CULTURE
4
Bubblegum culture is Gen Y’s attempt to feel more acutely...
Gen Y culture obsessed with visual representation of
moods (e...
Bubblegum culture is the antidote to modern life anaesthesia
... GFC fear mongering, nanny state
“thou shalt” protectionis...
But exaggeration is also essential in an era of hyperbole...
Bubblegum Culture allows for fresh, invigorating, intense
exp...
DAPPERISM
5
Dapperism represents an emergent shift in masculinity...
A new gentrified expression of masculinity is emerging...
...Rebe...
SERENDIPITY
6
In an era of automation and regulation, serendipity throws a fat
dose of surprise into the mix...
Pop up retail: here toda...
ICARUS’S
FLIGHT
7
Bird symbolism has powerful cultural significance...
Icarus’s
flight from
Crete
Phoenix
from the
ashes
escape
liberation
r...
True to form, Gen Y leverage the symbolism of birds on their
journey
Upcoming SlideShare
Loading in …5
×

Semiotics of Gen Y

412 views

Published on

2011 Research Summary on the Semiotics of Generation Y

  • Be the first to comment

  • Be the first to like this

Semiotics of Gen Y

  1. 1. A Gen of
  2. 2. Exploding a demographic… semiotics applied What do Gen Y and Mr Topsy Turvy have in common? Why is Oscar Wilde’s ghost walking Adelaide’s streets? What’s with all the vulgarity? Why are Gen Y coveting nanna’s style?
  3. 3. OLD TIMER FU*K YOU OSTENTATION ESCHERISM SERENDIPITYDAPPERISM ICARUS’S FLIGHT Gen Y through the looking glass... BUBBLEGUM CULTURE
  4. 4. OLD TIMER 1
  5. 5. Gen Y are coveting nanna’s style...
  6. 6. The roots of Old Timer culture run deep... Break-neck pace of technological change 1 2The imperative to be original Frustration with transience Search for ‘timelessness’: fashion that’s outside the obsolescence cycle Mass market favours the ‘herd’ Mine the past for ‘one- offs’: carving out an ultra unique identity
  7. 7. Old timer has an industrial bent too... Crates, steel girders, bare lightglobes, distressed materials,visibledecay. Modern shops leverage symbols of urban decay...
  8. 8. OLD TIMER SIGNALS A YEARNING FOR MORE HUMANISED PRODUCTION... THE FRUIT OF TIME AND PROCESS Mass produced, identi-kit culture is fuelling a yearning for imperfection and idiosyncratic uniqueness Off the manufacturing line Cheap, disposable Carbon copies, homogeneity Computerised speed, instantaneousness + precision Death of the trades, computer- aided expertise Man made, crafted Built tolast Natural flaws yielding tangible character Sense of process, a journey Skilled craftsmen
  9. 9. A peek at three... ESCHERISM 2
  10. 10. Escherism inverts and distorts the world around us...
  11. 11. Escherism puts a kaleidoscope to Gen Y’s eye... See the world through a new lens 1 2Adhering to their rebellious transgressive law A wealth of fresh experiences and encounters in a safe, hum drum environment Turning the world around them upside down
  12. 12. FU*K YOU OSTENTATION 3
  13. 13. Culture-jammers at heart, Gen Y leverage modern taboos...
  14. 14. BUBBLEGUM CULTURE 4
  15. 15. Bubblegum culture is Gen Y’s attempt to feel more acutely... Gen Y culture obsessed with visual representation of moods (emoticons) A need for exaggerated, even crystallised expression Each emotion manifests to bursting point Hyperbolic, utopian landscapes: debauchery, sex, heavenly, candyfloss perfection Larger than life experiences
  16. 16. Bubblegum culture is the antidote to modern life anaesthesia ... GFC fear mongering, nanny state “thou shalt” protectionism, and a society in love with rules and regulations... All serving to suffocate creativity, play and the capacity to feel
  17. 17. But exaggeration is also essential in an era of hyperbole... Bubblegum Culture allows for fresh, invigorating, intense experience against a backdrop of sensory saturation bolder brighter
  18. 18. DAPPERISM 5
  19. 19. Dapperism represents an emergent shift in masculinity... A new gentrified expression of masculinity is emerging... ...Rebelling against the bogan, beer swilling, topless surfie alpha male norm ...and the emergent skinny jean wearing, man-bag touting, feminised masculinity fringe ...it’s a return to traditional tailoring, grooming, fedora and brogue-wearing, trimmed moustaches, leather watch straps, and gentlemanly countenance...
  20. 20. SERENDIPITY 6
  21. 21. In an era of automation and regulation, serendipity throws a fat dose of surprise into the mix... Pop up retail: here today, gone tomorrow Music recommendation for serendipitous discovery Niche clothes finds never to be repeated
  22. 22. ICARUS’S FLIGHT 7
  23. 23. Bird symbolism has powerful cultural significance... Icarus’s flight from Crete Phoenix from the ashes escape liberation resurrection reinvention Cultural link between heaven and earth transcendence FOR A GENERATION FIXATED ON REINVENTION AND THE TRANSGRESSION OF RULES AND NORMS, BIRDS ARE A NATURAL MASCOT
  24. 24. True to form, Gen Y leverage the symbolism of birds on their journey

×