The Media's Role in Constructing Generational Labels

The Media's Role in Constructing Generational Labels:
"In her excellent article 'Generational Identity and Memory in American Newsmagazines,' Carolyn Kitch describes the role the media plays in constructing generational labels. One paragraph in particular caught our eye in light of the recent 60 Minutes piece on the Millennials (Gen Y):


“A fourth similarity in each generational narrative is the progression of its tone from negative to positive This has nothing to do with whether or not a group is actually ‘new’ in American culture when it is first named: in the late 1990’s, the Greatest Generation was hardly a new phenomenon as a cohesive social group, nor was the Baby Boom by the time the oldest members turned 40 in the 1980’s. Each generation has been portrayed first as problematic (part of the journalistic ‘surprise’ at its discovery) and then, increasingly, as more acceptable and admirable. The common storyline begins with each group’s selfishness or irresponsibility and its inexplicability to other generations. Then its image improves, as subsequent coverage discusses the generation’s achievements, character, and merit. Those positive qualities, however, are described as ‘different’ than the qualities of the immediately preceding generations, allowing novelty to remain part of the story.”

To what extent does the media affect our thoughts about other generations?..."


Norton's Comment: Even forward thinking employers often miss the potential benefits of having multiple generations working together. In a collaborative and team oriented work environment this mix of generations can prove to be both a calming influence and foster more creative solutions for roadblocks to sales growth and product innovations.