Cultural Perspectives on Millennials
This book provides a cultural studies analysis of Millennials and their impact on American culture and society. Beginning with an introduction that touches upon which part of the population is described as Millenial, the book also explores the Millennial
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Cultural Perspectives on Millennials
Arthur Asa Berger
Cultural Perspectives on Millennials
Arthur Asa Berger San Francisco State University San Francisco, California, USA
ISBN 978-3-319-69684-3 ISBN 978-3-319-69685-0 (eBook) https://doi.org/10.1007/978-3-319-69685-0 Library of Congress Control Number: 2017957224 © The Editor(s) (if applicable) and The Author(s) 2018 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Pattern adapted from an Indian cotton print produced in the 19th century Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
In memory of my brother Jason Berger (1924–2010).
Acknowledgements
I would like to thank the editor of the various MediaPost publications for giving me permission to quote from their posts. The MediaPost articles have been of great value to me not only in my work on Millennials but also for my other works on marketing and American consumer culture. I also made considerable use of material from eMarketer, whose editor also gave me permission to use eMarketer material, from the Claritas corporation, which supplied the chart on the sixty-six different kinds of Americans, and from the work of a number of writers and scholars who have had important things to say, in a distinctive manner, about Millennials or about topics that help us understand Millennials better. There’s hardly a day that goes by that I don’t receive email postings from some publication or individual or group about this or that aspect of life for Millennials. I have chosen to use postings that provide insights into the Millennial mind and psyche, Millennial behavior, Millennial culture, and related concerns, recognizing that many pe
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