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Strategies for a New Generation of Consumers in Music, Movies, Television, the Internet, and Video Games.
In this new book, William Strauss and Neil Howe do for the entertainment industry what they did for colleges, the armed forces, and others who design or sell products for today's young people. They explain how, and why, Millennials have grown up to be so different from what nearly everybody expected--and how to turn this new youth tide to your advantage.
- Sales Rank: #1276618 in Books
- Brand: Brand: LifeCourse Associates
- Published on: 2006-03
- Number of items: 1
- Binding: Paperback
- 247 pages
- Used Book in Good Condition
Review
America's foremost authors on generations offer unique insights showing what we're doing right and wrong, and why. -- Cathy Black, President, Hearst Magazines
Students and administrators say they can already see indicators of the trends predicted by the authors. -- The Chronicle of Higher Education
Students and administrators say they can already see indicators of the trends predicted by the authors. --The Chronicle of Higher Education
The authors make short work of most media myths that shape our perception of kids these days. -- The Washington Post
The authors make short work of most media myths that shape our perceptions of kids these days. -- The Washington Post
The authors make short work of most media myths that shape our perceptions of kids these days. --The Washington Post
Their book illuminates changes that really do seem to be taking place. -- David Brooks, The New York Times
Their book illuminates changes that really do seem to be taking place. --David Brooks, The New York Times
The authors make short work of most media myths that shape our perceptions of kids these days. --The Washington Post
Students and administrators say they can already see indicators of the trends predicted by the authors. --The Chronicle of Higher Education
Most helpful customer reviews
28 of 31 people found the following review helpful.
More predictions about the Millennials
By A Reader
This is another work by Strauss and Howe, similar in theme to their first book, Generations. The main thesis is that culture undergoes cycles of change composed of four generations each, alternating between inward-directed and outward-directed emphasis.
The book comes several years after Millennials Rising, and as such contains more detailed predictions about the Millennial generation, with specific application to popular culture and media.
The main idea is that within several years we will see a major cultural shift, as the Millennial generation becomes a dominant influence on the culture as a whole. This is a civic-minded generation like the G.I.s that won World War II; it will have a major impact on rebuilding public institutions.
Several concerns might be posed concerning the Strauss/Howe thesis. The claims regarding generational cycles are difficult to support quantitatively and rigorously--i.e., the theory may be unfalsifiable, thus not scientific. The theory minimizes other important trends, e.g. technological or civilizational. Much data provided in defense of the theory seem force-fitted and actually don't support the case: for example, it is said that Millennials love epic hero movies, such as Troy, Alexander and King Arthur--though none of these did outstandingly at the box office. Furthermore, many characteristics of youth culture are described here, but it is not clear that these facts actually support their theory or are incidental truisms about current youth culture.
This being said, this book as well as its predecessors make substantial claims about culture and explain much of cultural history difficult to explain otherwise. Anyone concerned about cultural trends cannot afford to neglect these works.
18 of 20 people found the following review helpful.
An informed study focusing upon a decreasing in entertainment consumption by the "Millenial generation
By Midwest Book Review
Co-authored by William Strauss and Neil Howe, and with the additional assistance of Pete Markiewicz, Millenials And The Pop Culture: Strategies For A New Generation Of Consumers is an informed study focusing upon a decreasing in entertainment consumption by the "Millenial generation". Providing readers documentation of this cultural phenomena through a series of polls, interviews, surveys, and ratings, Millenials And The Pop Culture delves deeply into the seeming demise of music concerts, big-screen movie viewing, and traditional music distribution sales, while informing readers of the increasing popularity and social change in computer games and game systems as key providers of significantly less limited formatting of entertainment delivery systems. Millenials And The Pop Culture is very strongly recommended as an invaluable and in-depth study of the Millenial generation that will be of particular interest to students of the generation-based social and cultural shifts, as well as those professionally involved with economics, marketing, and the entertainment business.
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