<Dentsu Theory> "Avoiding Emotional Contamination" and "Returning to Humanity" → Young people returning to real-life relationships due to SNS fatigue? (1) Avoiding mental fatigue (2) New time performance, improving mental fuel efficiency (3) Sharing emotions in real-life settings
The "avoidance of emotional contamination"and"return to humanity," which are attracting attention as behavioral values among young people today, can be interpreted as their own adaptive strategies for surviving in today's stressful society.
Avoiding emotional contamination: Values that prioritize mental fuel efficiency
Avoiding emotional contamination is the idea of avoiding mental fatigue caused by the exchange of negative emotions or being dragged into the true feelings of others.
In today's world, where social media is widespread and connections with others are constantly visible, a great deal of information flows in, for better or worse. Amidst this, there is a growing tendency to maintain superficial relationships or prefer content that does not require deep thought in order to avoid emotional friction.
This is in contrast to "time performance" (taipa), which was once considered important among young people, and can be called a new set of values that prioritizes "mental fuel efficiency." Even in work, it seems that more people are choosing how they work by prioritizing mental stability over pushing themselves to pursue results.
Returning to humanity: Values that seek authentic "connections"
On the other hand, returning to humanity is a set of values that seeks to distance oneself from a society that pursues efficiency and results, and instead seeks human connections and a lifestyle that are natural to human beings.
While the trend of avoiding emotional contamination is strengthening, young people can sometimes feel a vague sense of anxiety if they get used to a state where they "don't have to think about anything." Therefore, they begin to seek out people with whom they can share emotions in real-life settings, rather than through thin connections online.
This can also be said to be a reaction against a society where efficiency and digitalization are advancing. In both work and private life, they are beginning to look toward more essential values, such as flat relationships without conflicts of interest, time spent in nature, and a handmade lifestyle.
"Avoiding emotional contamination" and "returning to humanity" are not conflicting values
At first glance, avoiding emotional contamination, which means "avoiding emotional friction," and returning to humanity, which means "connecting deeply with people," may seem contradictory. However, these are like two sides of the same coin, born from the essential desire of young people to "maintain a healthy state of mind."
They avoid becoming mentally exhausted by excessive emotional exchanges, while actively engaging with people they can truly trust and things they can genuinely enjoy. In other words, it can be said that they are choosing comfortable relationships and ways of living while performing "emotional traffic control."
Such values may be a clever strategy for young people to protect themselves and live in their own way in the modern era, which is called the age of VUCA (volatility, uncertainty, complexity, and ambiguity).
Organizing the main points from the comments
1. Criticism of the article's analytical method
Lack of comparative data: The point that if one is to discuss "young people," a comparison with "older people" or "young people of the past" is essential, but the article lacks this, making the argument insufficient.
Lack of scientific basis: The opinion that while it may be common sense in the advertising industry, it is meaningless in a scientific context without the presentation of comparative data.
2. Background of young people's psychology and behavior
Influence of SNS: The view that the visualization and diffusion of emotions through social media is leading young people to avoid communication risks.
Social tolerance: The analysis that while being "timid" was considered a negative trait in the past, society now tolerates it, resulting in an increase in young people who cannot overcome their "timidity."
Economic factors: An observation that because they are financially constrained and cannot save money, they are acting in a way that avoids depleting their "emotional savings."
3. Concerns about the future
Soundness of SNS: Criticism of the mechanism where major SNS operators distribute stimulating information for profit, and the need for better spaces for communication.
Socio-economic outlook: Anxiety about the future regarding whether they can endure inflation and the burden of elderly welfare, even if they might not struggle to find work due to the declining birthrate and aging population.
++++++++++++++++++++++++
The new behavioral values of young people suggested by this article are mainly explained by two concepts: "avoiding emotional contamination" and "returning to humanity".
Avoiding emotional contamination
This refers to the behavioral pattern of young people who, in an era where negative emotions and friction with others are easily visualized on SNS, intentionally avoid exposure to negative emotions.
Specific behaviors: Refraining from "liking" on SNS, refraining from commenting on others' posts, avoiding topics that could lead to trouble, etc.
Background: Because failures and online controversies are likely to remain as digital tattoos, and there is a risk that evaluations will be spread and reinterpreted, there is a growing tendency to try to minimize risks in communication as a form of self-defense.
Returning to humanity
This refers to a regressive movement of stepping back from thin digital connections and placing importance on face-to-face communication in the real world.
Specific behaviors: Preferring to meet and talk in person, forming real-life communities with friends who share common hobbies or "oshi" (favorites), etc.
Background: SNS fatigue and the desire for a sense of security and empathy that cannot be obtained through online connections are the motives for re-evaluating real-life relationships.
Summary
The article interprets that young people are balancing seemingly contradictory behaviors: finding value in real-world relationships (returning to humanity) in order to protect themselves from the negative aspects of the digital space known as SNS (emotional contamination). This can be called a survival strategy unique to modern young people, who do not simply leave the digital world, but rather use digital and real-life selectively to maintain a comfortable sense of distance.
Emotions (12 items)
#Anger: A strong sense of repulsion against unpleasant or unfair events.
#Sadness: The weight or pain in the heart that comes from loss or disappointment.
#Joy: A sense of fulfilling happiness that arises from desirable situations or success.
#Anxiety: The fear that the future is uncertain and that something bad might happen.
#Fear: A strong sense of personal danger felt when facing hostile situations or threats.
#Disgust: A strong rejection response to things that are unclean or unpleasant.
#Surprise: A mental agitation that occurs when encountering unexpected events or information.
#Empathy: The heart to understand and share the emotions and feelings of others.
#Jealousy: An emotion stemming from comparing oneself to others, feeling envious of their success or happiness.
#Love: A deep and warm emotion toward a specific person or thing.
#Shame: A feeling of diminished self-worth caused by failure or embarrassing actions.
#Guilt: A sense of regret or self-reproach for one's own mistakes or for hurting others.
Modern youth (20 items)
#Time Performance (Taipa): A value system that prioritizes time-to-effect ratio.
#Cost Performance (Cospa): A value system that prioritizes cost-to-effect ratio.
#Chill: A time or state of relaxing and spending time leisurely.
#Emo: A term expressing a unique charm or emotional resonance that appeals to the feelings.
#Menhera: A person struggling with mental health issues.
#Need for Approval: The fundamental desire to be recognized or praised by others.
#Socially Awkward: A person who is not good at communication.
#Self-Esteem: Accepting oneself as one is and feeling that one is a valuable existence.
#Multitasking: Performing multiple tasks simultaneously.
#Diversity: Acknowledging and accepting various differences such as gender, culture, and values.
#Influencer: A person who influences many people through social media and other platforms.
#Oshikatsu: Activities supporting one's favorite idol or character.
#Gen Z: The generation born between the mid-1990s and the 2010s.
#Yutori Generation: The generation that received 'Yutori' (relaxed) education from 2002 to 2010.
#Self-responsibility: The idea that one is responsible for the results of one's own actions.
#Era of the Individual: An era where individuals take the lead and live by their own unique values.
#Subculture: Culture that is not mainstream but is supported by a specific group.
#Influencer Marketing: An advertising method that utilizes influencers.
#Community: A place where people with common interests gather.
#Gig Economy: A way of working where one takes on one-off jobs without entering into an employment contract with a company.
SNS Fatigue (21 items)
#SNS Fatigue: Feeling mental fatigue caused by using social media.
#Like Fatigue: Getting tired of giving or receiving 'likes'.
#Digital Detox: Temporarily stepping away from social media and smartphones.
#Infodemic: The rapid spread of misinformation or rumors on social media.
#Filter Bubble: A situation where only information tailored to one's interests is displayed, narrowing one's perspective.
#Echo Chamber: A situation where interaction with people who share the same opinions increases, leading to biased thinking.
#FOMO (Fear of Missing Out): Anxiety about missing out on fun things or good information.
#Comparison Culture: The trend of constantly comparing oneself to others' posts.
#Flaming (Enjo): The concentration of criticism and condemnation on social media.
#Cyberbullying: Harassment or bullying using social media and other platforms.
#Account Deletion: Deleting an account to stop using social media.
#Real-life fulfillment (Riaju): People who have a fulfilling real life. Often the target of showing off on social media.
#Information Overload: A state where there is an overflow of information that cannot be processed.
#Surveillance Society: The feeling of being constantly watched by others through social media.
#Competition for Approval: The competition to get more "likes" and comments.
#Mental Health: The state of one's mental well-being. Social media fatigue has a major impact here.
#Digital Native: The generation that has had the internet and digital devices since birth.
#Virtual Reality: The divergence between one's social media self and one's real-life self.
#SenseOfDutyToPost: Feeling like you must post on social media as if it were an obligation.
#SilentPressure: The pressure to conform to the posts of those around you.
#Anonymity: The aspect where the anonymity of social media encourages things like slander.
Avoiding Emotional Contamination (15 items)
#EmotionalContamination: Being influenced by negative information on social media or the negative emotions of others.
#AvoidingEmotionalContamination: Actions and ways of thinking to protect oneself from emotional contamination.
#Block: Making information from specific users invisible on social media.
#Mute: Hiding a user's posts without the other party knowing.
#Unfollowing: Removing accounts that are emotionally burdensome.
#TimelineOptimization: Carefully selecting the information you view to maintain your mental health.
#MentalDecluttering: Organizing unnecessary information and relationships.
#InformationSourceSelection: Ensuring you only view reliable sources of information.
#DigitalMinimalism: The philosophy of living with minimal digital tools.
#PersonalSpace: Protecting one's own physical and mental domain.
#Mindfulness: A meditation method that focuses consciousness on the sensations of the present moment.
#SelfDefense: Proactive actions to protect one's own mind.
#MentalBarrier: A mental wall that protects oneself from negative information.
#Offline: A state of not being connected to the internet.
#SelfDialogue: Time spent facing one's own emotions and thoughts.
Return to Humanity (20 items)
#ReturnToHumanity: A movement seeking to move away from digital society and return to the original human way of being and analog interaction.
#Analog: Non-digital, physical interactions such as handwriting or face-to-face contact.
#FaceToFaceCommunication: Conversing while actually meeting face-to-face.
#RealExperience: Experiences in the real world, not on social media.
#FiveSenses: Physical senses such as sight, hearing, touch, smell, and taste.
#Nature: The natural environment as it is, rather than something artificial.
#Camping: Activities spent in nature, enjoying the extraordinary.
#Reading: Time spent away from digital devices, engaging with books.
#Handicrafts: Creating something with your own hands, such as through crafts or cooking.
#Warmth: The warmth felt from human kindness and compassion.
#Raw Emotions: The exchange of raw emotions that is difficult to convey on social media.
#Heart-to-Heart Connection: Connecting deeply with others, rather than superficial ties.
#Rebuilding Relationships: Building essential human relationships that do not rely on social media.
#Community Participation: Belonging to local or hobby-based communities.
#Non-verbal Communication: Communicating through means other than words, such as facial expressions and tone of voice.
#Low-tech: Traditional, simple technologies or tools rather than the latest tech.
#Personal Time: Time just for yourself, undisturbed by anyone.
#Introspection: Deeply reflecting on your own inner self.
#SlowLife: A lifestyle of stepping away from busyness and living slowly and carefully.
#PlaceToBelong: A place where you can spend time with peace of mind and where you are accepted.
いいなと思ったら応援しよう！
よろしければ応援お願いします！ いただいたチップはクリエイターとしての活動費に使わせていただきます！