Attitude, along with a few other qualities, is what separates me from you. At the core it is what separates us from our parents when they were our age. My parents grew up in a time when people opposed the Vietnam War and advocated for world peace by participating in public demonstrations. They expressed their attitude, their frustrations, and their happiness by actively engaging in a community. The medium in which we express our attitude has evolved since the 1960’s and 70’s, but yet generations and decades are still coming together and creating a harmonized attitude.
The Breakfast Club, one of the more iconic movies of a generation, helps explain the teenage angst that many were feeling at that time. It was displayed through a medium that helped define their voice. The late John Hughes activated this voice and empowered a generation to dig deep and discover the possibilities aside from what their parents or teachers said. In the 1990’s a generation became enveloped by music videos. The Smashing Pumpkins 1979 video and song is about an attitude that consists of hope and optimism, but includes an internal resistance. The art of music video’s allowed a culture to relate to different music genres that suited its attitude. And within the last ten years people have found a personal freedom that has displaced the middle man and allowed for the ability to express their attitude in real time. We are no longer looking towards directors or musicians to be moved. We are sharing our thoughts, feelings, and frustrations through our own videos, photos, status updates, or 140 character posts.
You may already be asking yourself, what’s next? What is the next medium that we will use to express our attitudes? But I believe that there is a more important question to ask. And that is, what is the attitude that will define the next decade, the next generation? What is going to be the attitude that will separate itself from its ancestors?
e: emccaffrey@goibelieve.com
t: @GOiBELIEVE
Eddie is a Government Relations professional working at The California Group, a public affairs firm located in San Francisco, CA
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