We cannot verify your location
Browse Book and Journal Content on Project MUSE

Millennial Makeover

MySpace, YouTube, and the Future of American Politics

Morley Winograd and Michael D. Hais

Publication Year: 2008

This new in paperback edition includes a new afterword written specifically for this volume. 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.

Published by: Rutgers University Press


pdf iconDownload PDF (43.3 KB)
pp. vi-viii

read more


pdf iconDownload PDF (50.5 KB)
pp. ix-xii

In the spirit of openness and full disclosure that the Millennial Generation treasures, the readers of this book should be forewarned that two life-long Democrats wrote it. Both of us have shared a deep passion for politics and baseball, not necessarily in that order. Along the way, we...

read more


pdf iconDownload PDF (59.0 KB)
pp. xiii

The ideas, thoughts, and words of this book are most definitely those of the authors. But any work of this scope is, ultimately, a team effort, and for this reason we want to acknowledge a number of individuals without whom this book could not have been written. We, and anyone who wants to have a clearer understanding...

read more


pdf iconDownload PDF (62.5 KB)
pp. 1-8

Since the Establishment of the current two-party system in the United States, American electoral politics have been characterized by a persistent pattern of relatively long periods of great stability in electoral outcomes, lasting about forty years, interspersed with...

Part I: Cycles of American Politics

read more

Chapter 1: The Rise and Fall of Political Parties in America

pdf iconDownload PDF (99.0 KB)
pp. 11-29

On Sunday, March 4, 2007, leaders of the African American community gathered in two churches in Selma, Alabama, to commemorate the forty-second anniversary of the attempted march to Montgomery across the Edmund Pettis Bridge by a group of civil rights...

read more

Chapter 2: Idealist and Civic Eras in American History

pdf iconDownload PDF (98.0 KB)
pp. 30-49

THROUGHOUT ITS HISTORY, America has experienced major political upheavals, or realignments, about every four decades. These realignments are caused by the coming of age of a new generation and the development of a new communications technology that is particularly...

read more

Chapter 3: Politicians Love to Talk

pdf iconDownload PDF (88.7 KB)
pp. 50-65

POLITICAL REALIGNMENTS OCCUR on a regular basis in American politics when a major event or crisis triggers a reassessment of America’s direction.The triggering event touches off a wave of renewed interest in the political process, especially by a large new generation of...

read more

Chapter 4: Meet the Millennials

pdf iconDownload PDF (107.9 KB)
pp. 66-86

A new generation arrives on the scene about once every twenty years, and every time it does, older generations struggle to understand how “these kids today” think and behave.While every generation is unique, many of the clues to understanding its members’ behavior...

read more

Chapter 5: Millennials Will Spearhead the Coming Political Realignment

pdf iconDownload PDF (106.3 KB)
pp. 87-108

THE CLEAR PATTERN of American political history suggests that the United States is on the brink of its next electoral realignment. This same pattern also suggests that the Millennial Generation will determine the direction that realignment will take. Its presence was barely...

Part II: Transition to a New Era

read more

Chapter 6: The Realignment Begins

pdf iconDownload PDF (69.8 KB)
pp. 111-123

The shifting Of the Earth’s CRUST that creates the destructive power of a tsunami can be detected long before the waves crash onshore and sweep away everything in its path. Sometimes, the first tremors start so far out to sea that they remain unmeasured and unnoticed...

read more

Chapter 7: Winning without the Mother’s Milk of Politics

pdf iconDownload PDF (78.9 KB)
pp. 124-139

POLITICAL ANALYSTS, steeped in the strategies of television campaigning and polarization, generally attributed the Democrats’ 2006 victories to the fund-raising of the Democratic Congressional Campaign Committee and the work of Congressman Rahm Emanuel in...

read more

Chapter 8: The Technology Tsunami

pdf iconDownload PDF (91.1 KB)
pp. 140-155

The 2006 Elections Demonstrated the combined power of generational and technological change to produce new winners with new ideas and new ways of winning.This wave of change is washing over the social and political landscape of America, threatening to sweep...

read more

Chapter 9: Social Networks Will Change America’s Political Map

pdf iconDownload PDF (94.2 KB)
pp. 156-173

MOVING FROM A BROADCAST entertainment architecture, with its centralized control over both the production and distribution of content, to the decentralized, user-driven structure of the Net was not easy to accomplish for many in the media industry. “I want my...

read more

Chapter 10: Winning the Technology Arms Race

pdf iconDownload PDF (85.2 KB)
pp. 174-188

The Hardest Thing FOR those enjoying success is to abandon their perches on the mountain top and to go back down into the valley to look for new mountains to conquer.The rewards for doing so are neither certain nor easily obtained.The pressure to stay and collect...

Part III: The New American Political Landscape

read more

Chapter 11: Triggering a New America

pdf iconDownload PDF (76.3 KB)
pp. 191-202

Generational and technological changes that are sweeping the country will cause America to experience, in this decade, the third civic realignment in its political history. Indeed, the evidence from the last two elections suggests that the newest realigning era has...

read more

Chapter 12: Who Will Party with Whom?

pdf iconDownload PDF (91.0 KB)
pp. 203-219

The Shift in Public Opinion that follows a triggering event can be quite dramatic. In the immediate aftermath of 9/11, as Americans rallied around their country and its commander-in-chief, more than two-thirds (68%) said the country was headed in the right...

read more

Chapter 13: Who Will Lead the Realignment?

pdf iconDownload PDF (80.2 KB)
pp. 220-232

By mid-2007, Gallup survey research data suggested that the nation had reached a crisis in civic confidence of historic proportions. Reflecting frustration with the inability of the new Democratic leadership in Congress to accomplish more in ending the war in Iraq...

read more

Chapter 14: Rebuilding America’s Civic Infrastructure

pdf iconDownload PDF (82.6 KB)
pp. 233-246

HISTORICALLY, civic realignments have led to the renewal and expansion of American governmental institutions. The first civic restructuring that occurred during what Strauss and Howe call the Revolutionary generational cycle was led by America’s first civic generation...

read more

Chapter 15: Public Policy in a Millennial Era

pdf iconDownload PDF (106.9 KB)
pp. 247-268

As the Challenges Facing America Evolve, the rhythm of generational cycles, reinforced by technological change, generates new ideas on how government should respond. Dissatisfaction with the status quo rises to the point where the public demands a wholesale...


pdf iconDownload PDF (84.3 KB)
pp. 269-278


pdf iconDownload PDF (136.4 KB)
pp. 279-309

read more

About the Authors

pdf iconDownload PDF (37.0 KB)

Morley Winograd is the executive director of the Center for TelecomManagement at the University of Southern California’s Marshall Schoolof Business. He is also the president and CEO of Morwin, Inc., a government reform consulting company. He served as senior policy advisorto Vice President Al Gore and director of the National Partnership for...

E-ISBN-13: 9780813544663
E-ISBN-10: 0813544661
Print-ISBN-13: 9780813543017
Print-ISBN-10: 0813543010

Page Count: 336
Publication Year: 2008

Research Areas


UPCC logo

Subject Headings

  • United States -- Politics and government -- Blogs.
  • Political parties -- United States.
  • Political participation -- Technological innovations -- United States.
  • United States -- Politics and government -- 2001-2009.
  • Online social networks -- Political aspects -- United States.
  • Blogs -- Political aspects -- United States.
  • Voting research -- United States.
  • You have access to this content
  • Free sample
  • Open Access
  • Restricted Access