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A Literature review
Research conducted by Luo and Lagerdahl (2010; p.7) indicated that the 80s youth gave more importance to friends and enjoyment. The reason is attributed to the single-child family norm introduced in the 1980s, which also resulted in an individualistic attitude to an extent. This research showed that the 80s generation was enthusiastic about the new lifestyle, trendy and fashionable living, and extremely competitive about status symbols in comparison with peers and friends. Because of the importance attached to status symbols, this group felt the pressure of acquiring more wealth and material in order to improve their standards of living; as a result, even expenditure was high. Television affordability had a major impact on this generation (Wu, 2009 p.19). The 80s generation laid much emphasis on the collective improvement of living standards (Luo & Lagerdahl, 2010, p.7). Moreover, the post-80s generation is active, independent, and with diversified opinions, and "feel China is closer to the rest of the world" (China Daily, 2009, p.1).
These findings indicate that though individualism emerged, it was submissive and group culture dominated due to the values attached. Further, the 80s generation is goal-oriented and aggressive towards their ambition and was getting introduced to the international world through technology.
Luo and Lagerdahl’s (2010) research also showed that the 90s generation experienced lesser financial burden because the single-child norm continued and parents continued to support their children financially. The 90s youth gave more importance to fashion, technology, and a westernized lifestyle (Luo & Lagerdahl, 2010, p.9). This generation was greatly influenced by the computer and the internet (p. 8). As stated by Zhao in Luo and Lagerdahl’s research, “my idol is myself…I am my own person” (2010; p.8); this indicates that the 90s youth preferred to be identified as individuals, rather than belonging to any group or society. The 90s generation is inspired by a spirit for adventure and the notion that “nothing is impossible” (Luo & Lagerdahl, 2010; p.8). Belongingness to peer groups almost vanished. This generation liked to explore different opportunities in work and enjoyment. Access to computers and the internet reinforced changes to their sociocultural beliefs and norms, which opened doors for the invasion of globalization into Chinese populations.
The 90s youth is drawn to global culture (Kloet, 2010, p.142). This generation is considered increasingly cosmopolitan, patriotic, and individualistic (p.142). Kloet states, “the 80s generation is blamed for being too individualistic and lacking morality” (p. 143). These indicate that while the 80s generation struggled to break the norms of group culture to become more individualistic, they succeeded only during the 90s. In his article, Rosen highlights ‘Each generation is worse than the last” (p. 364). By this statement and the previous findings, it is clear that the Chinese youth of the 80s and 90s have changed drastically from their traditional ways of living as well as their outlook on lifestyle. The influence of the internet on the 90s generation has been so vast that online communities emerged as the most important associational form since the 1990s (Liu, 2010; p.54). Hence, change influenced by globalization and westernization has been the trend that emerged during the 80s, which intensified post-90s with the widespread access to the internet.
In conclusion, the 80s and 90s generations differ from each other in terms of their lifestyles and trends, societal and cultural orientations, likes and dislikes, as well as attitude and approach towards work and life in general. However, the patterns of changes undergone by the two generations have been similar because the changes have been influenced by the vast advancement in information and technology and globalization.