Reconfiguring, not 'Reclaiming'
THEY ARE NOT PRESERVING CULTURE; THEY ARE CULTIVATING IT TO SERVE HOW THEY IDENTIFY
It is not that the younger generations are ‘reclaiming’ culture, but rather, they are reconfiguring it.
For them, reconfiguring is about making changes, and cultivation is about helping something to grow. There is, inherently, respect there.
For the older generation, who are not as positive or passionate [or as seemingly bold] as the younger generation, it may indeed be about ‘preservation and reclamation’, but this can often stop a culture in its tracks, canonizing it in a place and time. Older generations [or more recent migrant generations] have different cultural objectives... The first is survival, the second is preservation. Therefore, the third [Culture Crossover] goal centers around reconfiguration/cultivation.
For Gen Z and the Millenials, they refuse to be nostalgic. It is not that they are looking to throw out tradition or the past entirely; they clearly explain that they respect it. It’s just that they’re not prepared to take anything with them that isn’t useful, that doesn’t lend itself to progress today.
They cultivate culture, they don’t cancel it.
“To Reclaim: to take back something that was yours
To Reconfigure: to make changes to the way that something is arranged to work
““Identity is something you can construct for yourself, as opposed to what would be given to you by faith, nationality, gender.”
Copeland Social Consumer Chat