SlideShare uma empresa Scribd logo
1 de 7
Baixar para ler offline
Youth Values
Dominant values : Driven by a stubborn confidence to break into the big league, these
young people are ready to slog it out. The super ambitious youth thinks with an open
mind, experiments and takes risks to defend their own beliefs. What’s interesting is
that immediate family continues to be important for the Indian youth. And, body
worship is definitely a virtue! Experiential living rules the roost as every sensation is
heightened and enjoyed to get the maximum impact out of life.

Peripheral values : Neither are these values are supremely important, nor are they
discarded as redundant. Honesty, welfare of others and true-friendship lie
somewhere on the fringe and are no longer the driver values. Leisurely and chilled
out way of life is out-dated; the young folks love to work hard to earn their
independence and self respect.

Subdued values : These values are fast fading and let’s not get judgmental and
sentimental about them. Loyalty, self restraint, obedience and inner harmony are not
the hot favorites amongst the Young Turks. Approval from the society is not something
that really matters. They are extremely short term focused and do not strive for a
lasting 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                 12
Youth 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 some
differences between the two planets.

While both genders have similar dominant values, the men folks come across as more
ambitious and are strongly driven by dream of high-life. Interestingly, the need for
good physical appeal is stronger amongst men.

Women, on the other hand, show a higher scores for being open minded. They also
voice strong feeling to stand up for their own beliefs, seek equality in life and own
independence 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 and
technology, Entertainment is being redefined. MTV engaged with
3115 youth across 16 cities in the age bracket of 15-24 years and
Sec AB to investigate the changing trends in Entertainment. The
research was conducted with a mix of quantitative
questionnaires, qualitative group discussions and ethnography
analyses. The objective of the research was capture the current
entertainment avenues and forecast winds of change in near
future.
…write to us at
insights@mtvindia.com

Mais conteúdo relacionado

Mais procurados

Mais procurados (12)

Leshya
LeshyaLeshya
Leshya
 
Purpose of life by alina baber
Purpose of life by alina baberPurpose of life by alina baber
Purpose of life by alina baber
 
Making moral decisions ETC
Making moral decisions ETCMaking moral decisions ETC
Making moral decisions ETC
 
Im not religious im spiritual!
Im not religious im spiritual!Im not religious im spiritual!
Im not religious im spiritual!
 
Overcoming Conditioning
Overcoming ConditioningOvercoming Conditioning
Overcoming Conditioning
 
Carl Rogers
Carl RogersCarl Rogers
Carl Rogers
 
Beyond ego
Beyond egoBeyond ego
Beyond ego
 
Not Religious. I am Spiritual
Not Religious. I am SpiritualNot Religious. I am Spiritual
Not Religious. I am Spiritual
 
Not Religious. I am Spiritual
Not Religious. I am SpiritualNot Religious. I am Spiritual
Not Religious. I am Spiritual
 
Mental Health and Identity
Mental Health and IdentityMental Health and Identity
Mental Health and Identity
 
spirituality within us
spirituality within usspirituality within us
spirituality within us
 
Hw420 final project
Hw420 final projectHw420 final project
Hw420 final project
 

Semelhante a Youth Values

7habits.ppt
7habits.ppt7habits.ppt
7habits.pptAsfaJeya
 
good man to look for.ppt
good man to look for.pptgood man to look for.ppt
good man to look for.pptsubhash263126
 
7 habits of highly efficient people.ppt
7 habits of highly efficient people.ppt7 habits of highly efficient people.ppt
7 habits of highly efficient people.pptsubhash263126
 
7 habits of highly effective people
7 habits of highly effective people7 habits of highly effective people
7 habits of highly effective peopleThuy Bui
 
Western and eastern perspective of positive psychology
Western and eastern perspective of positive psychologyWestern and eastern perspective of positive psychology
Western and eastern perspective of positive psychologyJosline Dsilva
 
The Power of Self Belief
The Power of Self BeliefThe Power of Self Belief
The Power of Self BeliefJon Dav
 
Team 5 maslow’s hierarchy of needs
Team 5   maslow’s hierarchy of needsTeam 5   maslow’s hierarchy of needs
Team 5 maslow’s hierarchy of needsShruti Mishra
 
What is an expedition?
What is an expedition?What is an expedition?
What is an expedition?Geoff Adams
 
What is jainism 2009
What is jainism 2009What is jainism 2009
What is jainism 2009Jainausa
 
Knowing others
Knowing othersKnowing others
Knowing othersConnie D.
 
Importance of Personal Values Webinar Slides
Importance of Personal Values Webinar SlidesImportance of Personal Values Webinar Slides
Importance of Personal Values Webinar SlidesValuesCentre
 
Everything I have learned about Personal Values
Everything I have learned about Personal ValuesEverything I have learned about Personal Values
Everything I have learned about Personal ValuesBarrett Academy
 

Semelhante a Youth Values (20)

Relationships Matter
Relationships MatterRelationships Matter
Relationships Matter
 
Session 6 batch2
Session 6 batch2Session 6 batch2
Session 6 batch2
 
Bhutan 2010 gnh_index_1
Bhutan 2010 gnh_index_1Bhutan 2010 gnh_index_1
Bhutan 2010 gnh_index_1
 
7habits.ppt
7habits.ppt7habits.ppt
7habits.ppt
 
good man to look for.ppt
good man to look for.pptgood man to look for.ppt
good man to look for.ppt
 
7 habits of highly efficient people.ppt
7 habits of highly efficient people.ppt7 habits of highly efficient people.ppt
7 habits of highly efficient people.ppt
 
7 habits of highly effective people
7 habits of highly effective people7 habits of highly effective people
7 habits of highly effective people
 
Western and eastern perspective of positive psychology
Western and eastern perspective of positive psychologyWestern and eastern perspective of positive psychology
Western and eastern perspective of positive psychology
 
The Power of Self Belief
The Power of Self BeliefThe Power of Self Belief
The Power of Self Belief
 
Team 5 maslow’s hierarchy of needs
Team 5   maslow’s hierarchy of needsTeam 5   maslow’s hierarchy of needs
Team 5 maslow’s hierarchy of needs
 
Zest
ZestZest
Zest
 
Extending Your personal Influence
Extending Your personal InfluenceExtending Your personal Influence
Extending Your personal Influence
 
What is an expedition?
What is an expedition?What is an expedition?
What is an expedition?
 
Life pattern
Life patternLife pattern
Life pattern
 
What is jainism 2009
What is jainism 2009What is jainism 2009
What is jainism 2009
 
Knowing others
Knowing othersKnowing others
Knowing others
 
Importance of Personal Values Webinar Slides
Importance of Personal Values Webinar SlidesImportance of Personal Values Webinar Slides
Importance of Personal Values Webinar Slides
 
Everything I have learned about Personal Values
Everything I have learned about Personal ValuesEverything I have learned about Personal Values
Everything I have learned about Personal Values
 
Purposeful living
Purposeful livingPurposeful living
Purposeful living
 
1
11
1
 

Mais de MTV Insights Studio

Mais de MTV Insights Studio (6)

MTV_Special_lr
MTV_Special_lrMTV_Special_lr
MTV_Special_lr
 
MTV Age of Sinnocence - a special report
MTV Age of Sinnocence - a special reportMTV Age of Sinnocence - a special report
MTV Age of Sinnocence - a special report
 
Entertainment today
Entertainment todayEntertainment today
Entertainment today
 
Social Media Behaviour
Social Media BehaviourSocial Media Behaviour
Social Media Behaviour
 
Media Bytes
Media BytesMedia Bytes
Media Bytes
 
MTV Youth Marketing Forum - Age of Sinnocence
MTV Youth Marketing Forum - Age of SinnocenceMTV Youth Marketing Forum - Age of Sinnocence
MTV Youth Marketing Forum - Age of Sinnocence
 

Último

Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Productionget joys
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersSJU Quizzers
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your LifeSalty Vixen Stories & More
 
Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"IdolsArts
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...RAGHURAMYC
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprisescarawinds99
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptSJU Quizzers
 

Último (7)

Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzers
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
 
Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprises
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.ppt
 

Youth Values

  • 2. Dominant values : Driven by a stubborn confidence to break into the big league, these young people are ready to slog it out. The super ambitious youth thinks with an open mind, experiments and takes risks to defend their own beliefs. What’s interesting is that immediate family continues to be important for the Indian youth. And, body worship is definitely a virtue! Experiential living rules the roost as every sensation is heightened and enjoyed to get the maximum impact out of life. Peripheral values : Neither are these values are supremely important, nor are they discarded as redundant. Honesty, welfare of others and true-friendship lie somewhere on the fringe and are no longer the driver values. Leisurely and chilled out way of life is out-dated; the young folks love to work hard to earn their independence and self respect. Subdued values : These values are fast fading and let’s not get judgmental and sentimental about them. Loyalty, self restraint, obedience and inner harmony are not the hot favorites amongst the Young Turks. Approval from the society is not something that really matters. They are extremely short term focused and do not strive for a lasting contribution at in future.
  • 3. 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 12 Youth Research, MTV, 16 cities, 3110 sample size, 2010, SEC AB
  • 4. The differences are not very stark on most of the values. But yes, there are some differences between the two planets. While both genders have similar dominant values, the men folks come across as more ambitious and are strongly driven by dream of high-life. Interestingly, the need for good physical appeal is stronger amongst men. Women, on the other hand, show a higher scores for being open minded. They also voice strong feeling to stand up for their own beliefs, seek equality in life and own independence to live life on own terms. On all the other values, both men and women show similar scores.
  • 5. 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
  • 6. In this constantly evolving era of media and technology, Entertainment is being redefined. MTV engaged with 3115 youth across 16 cities in the age bracket of 15-24 years and Sec AB to investigate the changing trends in Entertainment. The research was conducted with a mix of quantitative questionnaires, qualitative group discussions and ethnography analyses. The objective of the research was capture the current entertainment avenues and forecast winds of change in near future.
  • 7. …write to us at insights@mtvindia.com