Theory of Relativity in the Me Generation - Social Media Goes Viral

short version of abstract:

From time immemorial adults have tried to figure out the younger generation; why they think what they think, why they do what they do, what motivates their decisions. Countless studies have been done to reassure parents and inform marketers. The academics that conduct these studies often like to create categories and put labels to their subjects, ex: Generation X, Y and Z, Me Generation, Baby Boomers, etc. In the past, advertisers have looked to these studies to predict market behavior and trends and for the most part, have been able to do just that. In the last twenty years with the explosion of advanced technology and increased use of the new social media, the younger generation has changed so dramatically, it's left the oldsters in the dust. What will it take to understand and keep up with these advances and a society that embraces them? How will marketing catch up with technology? The YouTube phenomena in general and the viral video specifically may provide a glimpse into the psyche of the Me Generation, and why it’s difficult for Generation X to catch.