“Millennial Makeover” is about political realignment theory, which posits that in the U.S., generational changes cause critical political realignments in predictable 40-year cycles. The authors predicted that 2008 would be a realigning election and, if the theory holds true, the coalition responsible for the Democrats’ electoral success in that election will continue to put more Democrats than Republicans into office for about the next four decades.
Authentic Messages, Delivered by Credible Messengers
Book Review:“Millennial Makeover: MySpace, YouTube and the Future of American Politics,” by Morley Winograd and Michael D. Hais
By Andrea Balzano
APRA Connections - Winter, 2009
Click to read the complete review


"I've belatedly read Morley Winograd and Michael D. Hais's book, Millennial Makeover: MySpace, YouTube, and the Future of American Politics, which is available in a post-election, paperback version. Winograd and Hais (fellows and bloggers at NDN) presciently predicted a sharp Democratic turn in American politics, thanks to a new generation of Americans who were more likely to vote and more aligned with the Democratic Party than their predecessors. They also advised exactly the kind of campaign—with a softer ideological edge, heavy use of social networking tools, and promises of transparency and participation—that carried Barack Obama on his improbable journey to Washington. Obama won by appealing to the very values and preferences that Winograd and Hais detected among Millennials; and young voters were his advantage from the Iowa Caucus through Election Day. I think John McCain's loss was almost inevitable, but Obama, Clinton, or Edwards could have won the nomination. Obama took it on the strength of young voters."

Winograd and Hais, Millennial Makeover
By Peter Levine
A blog for civic renewal
March 2, 2009
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"Candidates and political parties and movements from all realms are increasingly figuring out how to utilize social networking to their advantage, and as older individuals join social networking sites, it can’t be assumed that the online community is comprised of millennials."
Extreme Millennial Makeover Edition
Blog - Erica Lawton
June 14, 2010
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"Although Republican strategists like Karl Rove, as well as a number of political analysts, saw the terrorist attacks of Sept. 11 as triggering a realignment that would confirm Republican hegemony for many decades to come, the authors of 'Millennial Makeover' — both of whom are Democrats — argue that 9/11 is more likely to encourage 'the Democratically inclined Millennial Generation to vote in large numbers' and thus make the 2008 presidential election 'more likely to be a realigning election that favors Democrats.'”
Why Are These Democrats Smiling? It’s Cyclical
By Michiko Kakutani
The New York Times
April 22, 2008
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"Democrats are far ahead of Republicans in using these tools, both to connect with voters and raise money. This has ominous implications. Republicans once led in fundraising through direct mail to millions of small donors and in winning elections with massive TV advertising. But these are less effective today. In 1965 a party could reach 80 percent of 18-to-49-year-olds with three 60-second, prime-time television commercials. Now it would take 117 of these TV spots to achieve 80 percent coverage. The Internet is not only an easier way to contact young people, it's cheaper. 'History suggests,' according to Winograd and Hais, 'that those who find ways to integrate the new technology with existing tactics to produce multi-faceted campaigns that reach all voters will be especially successful in future elections.' Barack Obama's presidential campaign is the reigning example. "
Machine Politics
Will the new technologies make a difference in November?
by Fred Barnes
Weekly Standard
August 25, 2008
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"Throughout the pages of Millennial 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. 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."
Brace Yourself: The Political "Norm" Faces a Major Transformation
By Matthew Elias
HyerStandard.com
April 13, 2008
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"This is a remarkable book, and one that I'll be referring to often this election. If you want to understand the historical context of the 2008 election, read this book. A "realignment" book, that goes into the history of US elections to describe two types of realignment, idealistic and civic, and how they have influenced history. More importantly, how it's happening again. What makes the book all the better is that its a terrific read. Very easy to read and I found myself gaining a new insight every chapter."
Millennial Makeover: MySpace, YouTube, and the Future of American Politics
by Jerome Armstrong
MyDD.com
Click to read the complete review



"Messrs. Winograd and Hais believe that the Millennials could spark a political realignment and that they have already revolutionized campaign and fund-raising techniques in ways that may reverberate for years to come. I think they're on to something important. While I don't agree with every point in their analysis, I think that "Millennial Makeover" will be read with pleasure by Democrats and should be read with careful, worried attention by Republicans."
Politics May Never Be the Same
By Michael Barone
The Wall Street Journal
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"In its portrayal of America's future, Millennial Makeover is a brilliant, prophetic…and, in some respects, even frightening book."
Sander Vanocur


"Anyone interested in the present and future course of American politics should read this insightful work, which could be titled Millennial Takeover. According to interdisciplinary analysis by Winograd (Marshal Sch. of Business, Univ. of Southern California), a former adviser to Al Gore, and Hais (former vice president, entertainment research, Frank N. Magid Assoc.), as we enter this critical 2008 election year we find ourselves on the cusp of another political transformation and realignment wrought by technological and demographic revolutions. The epicenter of this power earthquake is the Millennial generation, those born between 1982 and 2003. Armed with numbers, new attitudes and values, and "netroots" (MySpace, YouTube, Facebook) technology, the Millennials have the potential to revitalize citizenship, civic engagement, political alliances, the two major political parties, and, more broadly, American culture. Their impact may well start with the 2008 presidential election. 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."
Stephen K. Shaw, Northwest Nazarene Univ., Nampa, ID, LibraryJournal.com

"In the spirit of their subjects, Morley Winograd and Michael Hais have mashed up history, pop culture, and sociology to produce a compelling and pathbreaking portrait of a generation poised to reshape American politics. There's more insight, provocative thinking, and eye-opening connections in this original and optimistic account than you'll find in a month of political chat on the tube—or maybe a year."
Ronald Brownstein, Political Director, Atlantic Media

"Millennial Makeover builds a strong case for how today’s rising generation is poised to become a political powerhouse, re-energizing civic spirit and transforming both the substance and process of American politics. With new technologies, attitudes, and agendas, this generation could define the 21st Century just as fundamentally as the G.I. Generation defined the 20th. Winograd and Hais build a strong, historically rooted case for how this could unfold."
—Neil Howe and William Strauss, authors of "Generations: The History of America's Future, 1584-2069"

 


 

 

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