Millennial Makeover: MySpace, YouTube, and the Future of American Politics

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Overview

In an up-to-the-minute afterword written for this new edition, Morley Winograd and Michael D. Hais review the developments of the 2008 presidential election and demonstrate how the coming of age of a millennial generation and the expansion of a new communication technology produced another realignment, just as these twin forces of change have done throughout U.S. history.
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Editorial Reviews

The Washington Post
Here is an insightful—and provocative—look at the future of American politics. It will delight some people and startle others—but it will leave no one unmoved.— David S. Broder
New York Times
According to the authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics, change is indeed on its way, and the magnitude of that change will be monumental—a tectonic realignment of the sort that occurs about every four decades, leading to a fundamental shift in policy priorities and voter coalitions.— Michiko Kakutani
The Baltimore Examiner
Thanks to sophisticated survey techniques and constant polling, demographers predicted the Millennials' pivotal role in this year's presidential election. Two analysts, Morley Winograd and Michael D. Hais, even prophesied the outcome of the election 14 months before.— Antero Pietila
Michelle LibraryJournal.com
Anyone interested in the present and future course of American politics should read this insightful work, which could be titled Millennial Takeover. According to interdisciplinary analysis by Winograd (Marshal Sch. of Business, Univ. of Southern California), a former adviser to Al Gore, and Hais (former vice president, entertainment research, Frank N. Magid Assoc.), as we enter this critical 2008 election year we find ourselves on the cusp of another political transformation and realignment wrought by technological and demographic revolutions. The epicenter of this power earthquake is the Millennial generation, those born between 1982 and 2003. Armed with numbers, new attitudes and values, and "netroots" (MySpace, YouTube, Facebook) technology, the Millennials have the potential to revitalize citizenship, civic engagement, political alliances, the two major political parties, and, more broadly, American culture. Their impact may well start with the 2008 presidential election. With sound analysis, the authors persuasively contend that the prospect of Millennials going viral (using their numbers, values, commitments, and sociopolitical networking to effect change and demand new political leadership) must not be underestimated. If their conclusions are accurate, 2008 will be remembered as a turning point in American politics. Highly recommended. (Stephen K. Shaw, Northwest Nazarene Univ., Nampa, ID)
The Washington Post - David S. Broder

"Here is an insightful—and provocative—look at the future of American politics. It will delight some people and startle others—but it will leave no one unmoved."
New York Times - Michiko Kakutani

"According to the authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics, change is indeed on its way, and the magnitude of that change will be monumental—a tectonic realignment of the sort that occurs about every four decades, leading to a fundamental shift in policy priorities and voter coalitions."
The Baltimore Examiner - Antero Pietila

"Thanks to sophisticated survey techniques and constant polling, demographers predicted the Millennials' pivotal role in this year's presidential election. Two analysts, Morley Winograd and Michael D. Hais, even prophesied the outcome of the election 14 months before."
Tufts University's Jonathan Tisch College of Citizenship and Public Service - Peter Levine

"We found similar generational patterns to Winograd and Hais in our recent paper entitled 'The Millennial Pendulum.' Our paper added one small methodological refinement--we tracked political opinions over time for several cohorts--but didn't provide much of a literature review. Any bibliography should start with Winograd and Hais."
Wall Street Journal

"I think they're on to something important. While I don't agree with every point in their analysis, I think that Millennial Makeover will be read with pleasure by Democrats and should be read with careful, worried attention by Republicans."
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Product Details

  • ISBN-13: 9780813545042
  • Publisher: Rutgers University Press
  • Publication date: 3/15/2009
  • Edition description: New Edition
  • Pages: 336
  • Sales rank: 1,326,439
  • Product dimensions: 5.90 (w) x 8.90 (h) x 1.00 (d)

Meet the Author


Morley Winograd is the executive director of the Institute for Communication Technology Management at the University of Southern California's Marshall School of Business. He served as a senior policy advisor to Vice President Al Gore during the second term of President Clinton's administration.

Michael D. Hais is retired as the vice president of entertainment research at the communications research firm, Frank N. Magid Associates.

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Table of Contents

Preface ix

Acknowledgments xiii

Introduction 1

Part I Cycles of American Politics

1 The Rise and Fall of Political Parties in America 11

2 Idealist and Civic Eras in American History 30

3 Politicians Love to Talk 50

4 Meet the Millennials 66

5 Millennials Will Spearhead the Coming Political Realignment 87

Part II Transition to a New Era

6 The Realignment Begins 111

7 Winning without the Mother's Milk of Politics 124

8 The Technology Tsunami 140

9 Social Networks Will Change America's Political Map 156

10 Winning the Technology Arms Race 174

Part III The New American Political Landscape

11 Triggering a New America 191

12 Who Will Party with Whom? 203

13 Who Will Lead the Realignment? 220

14 Rebuilding America's Civic Infrastructure 233

15 Public Policy in a Millennial Era 247

Afterword: To See the Future You Have to Understand the Past 269

References 293

Index 305

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