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

ISBN-13: 978-0813543017 ISBN-10: 0813543010 Edition: First Edition

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Frequently Bought Together

Millennial Makeover: MySpace, YouTube, and the Future of American Politics + New Directions in Campaigns and Elections (New Directions in American Politics) + Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management (Praeger Series in Political Communication)
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Product Details

  • Hardcover: 336 pages
  • Publisher: Rutgers University Press; First Edition edition (February 4, 2008)
  • Language: English
  • ISBN-10: 0813543010
  • ISBN-13: 978-0813543017
  • Product Dimensions: 9.2 x 6.3 x 1.1 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #267,226 in Books (See Top 100 in Books)

Editorial Reviews

Review

"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."

Review

"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."

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Customer Reviews

A difficult book to read, but very challenging and informative.
E. Payne
Nonetheless this work lays an important foundation that the politically- and civic-minded of all persuasions would do very well to digest.
Paul B.
The book is a mile stone that shows where we are now. where we came from and where we are going.
Norman M. Macdonald

Most Helpful Customer Reviews

23 of 25 people found the following review helpful By D.W.Buffa on February 19, 2008
Format: Hardcover
It is impossible to understand the race for the presidency and the phenomenal rise of Barack Obama without understanding the new generation of voters which has been drawn to him in numbers and in ways scarcely anyone had anticipated, and some, especially those in the Clinton campaign, still can not believe. In their remarkable new book, Millenial Makeover, Winograd and Hais tell us more about what this new generation thinks and what it expects than anyone has done before or is likely to do again. Conservative or liberal, Democrat or Republican, if you have an interest in politics or public affairs this is a book you cannot afford not to read. I am giving it five stars, but only because I cannot give it six.
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17 of 18 people found the following review helpful By "Publius" on March 28, 2008
Format: Hardcover Verified Purchase
Unlike most books, this one more than lives up to the hype on its jacket. Morley Winograd and Michael Hais go well beyond generational theory to help us understand not only past critical turning points in American history, but also the crucial one we're about to live through.

This is not the political punditry of "talking heads" who merely spout trendy theories without analytical substance. Rather, it is a well researched and well written review of the factors that have helped shape the Millennial Generation (1983-2003) now coming of age, together with some insightful commentary on the impact this generation is likely to have on our country and our world. In its pages the authors present both the "whys" and the "hows" in a well organized and easy-to-read discourse.

"Millennial Makeover" is not just for political junkies. If you are a concerned citizen trying to wade through the political and social cross-currents of our country, particularly in this important presidential election year, you should read this book. It left this aging Baby Boomer surprised, enlightened, fearful, smiling and cautiously optimistic about our future.

"A republic, if you can keep it." That's what Benjamin Franklin reportedly said when asked at the close of the Constitutional Convention what type of government the Framers had fashioned. "Millennial Makeover" offers a fascinating look at how this emerging tech-savvy "civic" generation might do just that.
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19 of 21 people found the following review helpful By Peter Plastrik on February 17, 2008
Format: Hardcover
Just in time to help us understand the underlying dynamics of the 2008 presidential election--and the Obama surge--"Millenial Makeover" provides a well-documented, insightful account of why and how the next generation of voters, Millenials born during the Reagan, Bush, and Clinton administrations, will transform American politics for decades to come. New generations, not political parties, shape the nation's political and civic landscapes--and the political party that figures this out fastest, has the best chance of winning elections.

Winograd and Hais combine "generation theory" with their own long experience in politics, survey data, and detailed observations about the unique values and expectations that Millenials bring to public affairs to shape an optimistic picture of the very near future. With most Millenials set to reach voting age in 2012, they show us this new force already at work in 2008 and moving inexorably to crowd the Baby Boomers off the political stage.
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16 of 18 people found the following review helpful By Paul B. on May 8, 2008
Format: Hardcover
Just as newspapers have shifted their primary emphasis from print to the Internet, so too has politics. The bottom-up dynamic, emblemized by user-generated content, is taking over in many spheres, and those who cling to old authoritarian top-down structures will become irrelevant.

There's more power in a user-generated video on youtube, produced at almost zero cost and gone viral, than in any traditional prepackaged million dollar TV ad campaign. Indeed, often the packaged claims are mercilessly pulled apart to great detriment to their makers by online hordes (witness Hillary's "3 AM" ad, or her claims of sniper fire) - and increasingly, the online hordes are the ones who are having the final word. (This also raises the specter of the digital divide, where only the plugged-in will recognize and understand the various waves of public opinion.)

A great move of democratization is well under way, and its pace is almost frightening. Print media can't keep up with the new newsflow. Even online news sites that do not encourage reader interactivity will wither. (These Amazon reviews were a trailblazer in creating the new interactive environment.)

This book argues two main points: that the upcoming generation has more in common with Democratic Party ideals than Republican, and that on top of that the Republicans have been late to recognize the seismic generationally- and technologically-driven shift beneath our feet.

This book will by no means be the final word on the subject. Both authors are committed Democrats, and though they strive to write without bias, it's a sure bet their theses will be answered by those on the other side of the fence. In the answering will develop a more circumspect, accurate picture - in a process mimicking the online refinement of opinion that the authors write about. Nonetheless this work lays an important foundation that the politically- and civic-minded of all persuasions would do very well to digest.
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17 of 22 people found the following review helpful By Malvin VINE VOICE on June 14, 2008
Format: Hardcover Verified Purchase
"Millennial Makeover" presents a very interesting but not wholly convincing analysis of how politics may be shaped by the rise of the Millennials, or those born between 1982 and 2003. Relying far too much on a questionable cyclical reading of American history, Morley Winograd and Michael D. Hais nonetheless demonstrate how the Millennial's embrace of new cultural attitudes and technologies will impact the political dialogue for decades to come. While the author's selective presentation of data tends to prompt far more questions than answers, the book succeeds in providing an interesting introduction to a subject that no doubt will be discussed and debated now and well into the future.

Mr. Winograd and Mr. Hais contend that American politics cycle through change about every forty years and experience a profound realignment about once every eighty years. The authors believe that these changes are typically spurred by the ideological exhaustion of prior generations and the introduction of new technologies that enable new political constituencies to form. In my view, this is problematic: critics such as David R Mayhew have pointed out that cyclical theorists are more often wrong than right; worse, as a theoretical construct, the methodology tends to close off lines of inquiry into the underlying reasons why voter preferences may be realigning, such as changes in economic or social conditions of the kind that one suspects may be operative at the present time.

Fortunately, Mr. Winograd and Mr. Hais serve up plenty of raw meat and provide insight into the Millennials that might help us form our own opinions about what the future might hold.
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