“Generação” is a Portuguese term that translates to “generation” in English. It holds significant meaning in various contexts, particularly in sociology, culture, and history. When we talk about “Generação,” we’re often referring to a group of people born and living around the same time, who experience similar social, cultural, and historical events that shape their collective identity.
Understanding “Generação”
In the context of sociology, a generation is more than just a group of people of similar age. It represents a cohort that shares common experiences and influences, which can include major historical events, technological advancements, cultural shifts, and economic changes. These shared experiences often lead to the development of similar values, attitudes, and behaviors among members of the same generation.
Historical Generations in Portugal and Brazil
In the Portuguese-speaking world, particularly in Portugal and Brazil, “Generação” has been used to describe various influential groups in history and culture.
- Generação de 70 (Generation of 1870): This term refers to a group of Portuguese intellectuals in the late 19th century who were instrumental in bringing about significant cultural and political changes. They were associated with the Revista de Portugal, a publication that fostered new ideas and debates, challenging the status quo of Portuguese society at the time. This generation is often credited with laying the groundwork for the modernization of Portuguese thought and literature.
- Generação Coca-Cola: In Brazil, the term “Generação Coca-Cola” was popularized by the rock band Legião Urbana in their 1985 song of the same name. The song criticized the consumerism and cultural colonization of Brazilian youth by American products and ideals. This generation, coming of age in the 1980s, witnessed the transition from military dictatorship to democracy in Brazil and faced the challenges of a rapidly globalizing world.
- Generação Prateada: This term refers to older generations, particularly those who have retired or are nearing retirement age. In Portugal, as in many other countries, this generation is significant in terms of demographic trends, with an increasing aging population. The “Generação Prateada” (Silver Generation) is seen as having distinct needs and contributions, particularly in areas like healthcare, social policy, and intergenerational solidarity.
Generations and Technology
The concept of “Generação” is also prominent when discussing the impact of technology on society. Different generations are often categorized by the technological advancements that occurred during their formative years:
- Generação X (Generation X): Born between the early 1960s and early 1980s, this generation experienced the rise of personal computing, the internet, and the transition from analog to digital media. They are often seen as independent, resourceful, and skeptical of authority.
- Generação Y (Millennials): Born between the early 1980s and mid-1990s to early 2000s, Millennials grew up with the internet, social media, and mobile technology. They are often characterized as tech-savvy, socially conscious, and valuing work-life balance.
- Generação Z: Born from the mid-1990s to the early 2010s, this generation has never known a world without the internet. They are digital natives, heavily influenced by social media, and are often seen as socially aware and entrepreneurial.
Conclusion
The concept of “Generação” is deeply intertwined with the cultural, social, and historical contexts in which a group of people comes of age. Whether we’re discussing the “Generação de 70” in Portugal, the “Generação Coca-Cola” in Brazil, or the impact of technological changes on recent generations, the idea of “Generação” helps us understand how collective experiences shape identities and influence societal trends.
As we continue to navigate a rapidly changing world, the concept of “Generação” remains a crucial lens through which we can examine the past, understand the present, and anticipate the future.
