MAKING WAVES 2.2

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GenerationGAPSBY MARK TONERThe children who’ve lived in the White House can tell usa lot about how far we’ve come—and where we’re going.TThe image of President Barack Obamaembracing his daughters Malia and Sashaon the grounds of the White House isextraordinary for so many reasons. For allthe barriers that were shattered in last year’selection, it’s a sign of how far we’ve come.It’s also the first time there have beenschool-age children in the White House inmore than 15 years, providing a hopefulglimpse of what may someday be called thefirst post-racial generation. (Few wouldmake the case that we’re there as a societyat this point.)Ten-year-old Malia and seven-year-oldSasha are what demographers like to call“Post-Millennials.” They and their peersremain uncharted territory, but like earliergenerations, theirs owes much to the onesthat came before it.We’re in one of those rare moments inhistory where people from four distinctgenerational backgrounds are living—andworking—together. (When you throw inkids Malia and Sasha’s age, we’re actually6MAKING WAVESVOLUME 6, NUMBER 2talking about five co-existing generations.)Their divergent perspectives shape virtuallyevery aspect of our lives, and it’s easy to forget how quickly the generational linesbegin to blur. Just think—Chelsea Clinton,the last school-age child who called theWhite House home, was technically a GenXer. That’s two generations ago, if you go byconventional wisdom. And while Chelsea’sfather practically defined the Baby Boomergeneration, Barack Obama was born at itstail end (in fact, Obama’s mother is herself aBoomer).While Obama has been hailed as the“first post-Baby Boom president,” his opponent, John McCain, was actually a memberof the Silent Generation—and would havebeen the first of his tribe to become President had he won. That’s a vast generationalspan, all the more striking when the contrast is between two men both old enoughto run for President.As the Boomers look ahead to retirementand Millennials enter the workforce amid asea change in American politics, it’s clearwe’re at a generational flashpoint. To get asense of where we’re going, it’s helpful tolook back at the generational forces thathave shaped the other young people who’vecalled the White House home.The Birth of the BoomersThe year is 1961, and Caroline Kennedyhas just moved into the White House withher brother, John Jr. Her father, John F.Kennedy, has become the youngest president ever elected to the nation’s highestoffice, at the age of 43. Yet for all his youthand vitality, Kennedy was actually too oldto be a member of the Silent Generation—he was born eight years before the yeardemographers have chosen to mark thebeginning of that group.Still, Kennedy embodied the success ofthat generation—having scrambled out ofthe Great Depression and won a world war,the Silent Generation would ultimately goto the moon, at Kennedy’s behest. But first,

The first families of the past half-centurytypify the generational shifts that have takenplace. Clockwise from top: the Kennedys,Amy Carter, Caroline Kennedy with her fatherand the Clintons.its members had come homefrom Europe and the Pacific,moved to the suburbs andstarted families. Big families.Caroline was born in the midstof the largest generation ofyoung children America had ever seen—some 78 million strong by the time theeponymous “baby boom” would come toan end a few years after her birth.Youth and vitality were the watchwordsof Camelot, and the Kennedy childrenembodied that spirit as vividly as their parents. While her brother enjoyed hidingunder his father’s desk in the Oval Office,Caroline was best known for riding herpony, Macaroni, around the White Housegrounds. (Jacqueline Kennedy famouslyfended off the Secret Service agents whowanted to ride with her on the horse tokeep her from falling.) A photo of her riding Macaroni would later inspire Neil Diamond to write “Sweet Caroline,” and whileSoviet Premier Nikita Khruschev was banging shoes in the United Nations, he stillsent Caroline a puppy.Yet the times were beginning to becometurbulent, as the burgeoning Civil Rightsmovement began confronting those thatresisted change. When James Meredith wasprevented from enrolling at the Universityof Mississippi, Kennedy sent federal mar-shals and troops to ensure he could attendhis first class. He later intervened by sending marshals to protect the Freedom Riders, and to confront Alabama GovernorGeorge Wallace when he blocked thedoorway of the University of Alabama tostop African American students VivianMalone and James Hood from enrollingthere. That night, Kennedy went on television to propose what would becomethe Civil Rights Act of 1964. Thegroundbreaking bill became law theyear after he was assassinated in Dallas.It was during this turbulent era thatthe Silent Generation proved to be anything but—the great leaders of the civilrights movement, including MartinLuther King Jr., came from its ranks,as did the leaders of the feminist movement,including Betty Friedan and Gloria Steinem.Small wonder, given that the women of theSilent Generation were the daughters andgranddaughters of the women who foughtfor—and won—the right to vote. As astarkly alarmist article from a 1951issue of Time stated, “Americanyoung women are, in many ways,the generation’s most serious problem. The granddaughters of thesuffragettes, the daughters of thecigarette-and-short-skirt crusaders,they were raised to believe inwoman’s emancipation, and equality with man. Large numbers ofthem feel that a home and children alone would be a fate worsethan death, and they invade thebig cities in search of a career The career girl is not ready toadmit that all she wants is to getmarried she would like, if possible, to have marriage and acareer, both.”In truth, women were becoming increasingly aware of the inequalitiesaround them. Kennedy created the firstPresidential Commission on the Status ofWomen in 1961, which issued its finalstinging report highlighting the inequalitiesthey faced in 1963, a month before hisassassination. That same year, Friedan published The Feminine Mystique, whichfamously identified the “problem with noname,” the question confronting women ofher generation—“is that all?” Three yearslater, Friedan would go on to form theNational Organization for Women (NOW).AMERICAN WOMEN IN RADIO AND TELEVISION7

As for Caroline, she dabbled in photojournalism and journalism before becoming a research assistant in the film andtelevision department of the MetropolitanMuseum of Art in 1980. The Baby Boomerrarely delved into the world of politics until2008, when she symbolically passed theflame of her father to another almostBoomer, Barack Obama. “I have never hada president who inspired me the way people tell me that my father inspired them,”she wrote in the New York Times. “But forthe first time, I believe I have found theman who could be that president—not justfor me, but for a new generation of Americans.”X Marked the SpotIt’s hard to believe, but the first Gen Xer inthe White House came to Washington atthe peak of the disco era. Amy Carter, whowas nine years old when her father tookoffice in 1977, was the youngest of fourchildren—the rest adults by the timeJimmy Carter became President.First introduced in Congress by theNational Woman’s Party in the 1920s, theamendment sought then, as it did in the1970s, to guarantee equal treatment underthe law regardless of gender.The ERA was introduced without success in every Congressional sessionbetween 1923 and 1970, when Rep. MarthaW. Griffiths of Michigan finally succeededin getting the bill through both houses ofCongress and to the states for ratification.The ratification deadline passed withoutthe required 38-state supermajority, however, and legal battles around the amendment continue to this day. While publicinterest has waned, the ERA movement hada lasting legacy come out of the 1970s.Some 21 states—including some whichnever ratified the amendment—nowinclude a version of the ERA in their ownstate constitutions.Growing up in the wake of Vietnam andduring the endgame of the Cold War, Generation Xers would develop a reputation forpolitical apathy. But Amy Carter would gocampaign, Bill Clinton often joked thatelecting him would be a “buy one get onefree” proposition with the prominent rolehis wife, Hillary Rodham Clinton, wouldplay in his administration. At the sametime, Hillary Clinton’s comments aboutstaying home and baking cookies rankledon the campaign trail, and once her husband was elected, the first First Lady tohave earned a postgraduate degree wasoften criticized for her involvement in theadministration’s initiatives, earning the couple the derisive moniker “Billary.”Hillary Clinton’s experiences during hertime in the White House—and the presidential election just past—offers plenty offood for thought about the ways women inpolitics are still treated. At the same time,there’s a generational tug at play with theClintons as well. Given the oft-stereotypedBoomer penchant for self-obsession, it’shardly surprising that the first Boomer president and First Lady were the source of somuch scrutiny. Clearly no fan of the Clintons, conservative commentator Andrew{Growing up in the wake of Vietnam and during theendgame of the Cold War, Generation Xers woulddevelop a reputation for political apathy.}Amy played in a tree house on the southlawn of the White House, with Secret Service agents monitoring slumber parties fromthe ground below. She attended publicschools in the District of Columbia, carrying a Snoopy school bag past photographers as she went to class, and once read abook during a meal while seated next toMexico’s foreign minister. Her Siamese cat,named “Misty Malarky Ying Yang,” wouldbe the last cat to occupy the White Houseuntil another Gen X girl would give herown family’s cat the infinitely more practical moniker of Socks.Carter’s first year in the White House alsosaw the last of 35 states ratify the EqualRights Amendment, two years before theseven-year time limit set by Congresswould expire and the long-hoped-foramendment would falter.The ERA actually had its origins in thesame generation that inspired Silent Generation feminists like Freidan and Steinem.8MAKING WAVESVOLUME 6, NUMBER 2on to participate in sit-ins and protests for avariety of causes, including endingapartheid in South Africa and U.S. involvement in Central America, before largelystepping out of the public eye. When shemarried fellow Tulane student James Gregory Wentzel in 1996, she refused to begiven away, saying she “belonged to noone.”Boom and BustThat Chelsea Clinton was born to Boomerparents is as obvious as her name, inspiredby Judy Collins’ recording of the JoniMitchell Song “Chelsea Morning.” Technically born in the last year of Generation X,she straddles the line between that generation and the Millennials.Compared to previous first children,Chelsea was kept far from the public eyeduring her years in the White House.Instead, it was her mother who was often inthe spotlight. During the 1992 presidentialSullivan recently argued in The Atlantic thatmuch of the rancor that sprung forth during their presidency could be traced back tothe Boomers’ divide over the Vietnam War.Clinton, after all, was not just the firstBoomer president, but also the first Boomerpresident who did not serve in Vietnam—afate he shared with his successor, GeorgeW. Bush, another Boomer who often preferred to wrap himself in the trappings ofthe Silent Generation.As partisan battles raged on, Chelsea’sGen X/Millennial cohorts were busy takingthe vice president’s pet project—the Internet—and turning it into an economic andcultural powerhouse the likes of which theworld had never seen. In a few short years,pioneers like Jerry Yang and David Filo ofYahoo!, Larry Page of Google, Pierre Omidyar of eBay, Mark Zuckerberg of Facebook,Tom Anderson of MySpace, and Chad Hurley of YouTube would take the academicnetwork and give us such paradigm-shift-

ing tools as social networking, streamingvideo and blogs—a constantly shifting virtual world in which the traditional mediaindustry has now spent more than a decadetrying to find its place.Something else was happening, too. TheMillennials who would grow up taking theInternet’s many charms for granted were inthe midst of becoming the nation’s mostdiverse generation. More than 34 percentwere nonwhite, and one in four lived in single-parent households. And like the Xersbefore them, Millennials were used to bothparents working—more than 75 percenthad working mothers. While the mothersof Caroline Kennedy’s generation asked “isthis all?” about stay-at-home motherhood,the mothers of Gen X and Millennials oftenhad no choice.Speaking at a recent conference forworking families in Washington, First LadyMichelle Obama looked back at this generational shift. “When I look back on mychildhood and the life that my parents provided my father was a blue-collar cityworker who worked a shift job,” she said.“But because he earned enough as a shiftworker without a college degree, he couldstill support a family of four on that salary.And because he could, with that salary, support us . my mother was able to stay athome. She could afford to make the choicenot to go to work while we were growingup. That was how families balanced backthen.”Now, “one income really doesn’t alwayscut it anymore. And that’s in my lifetime,”Michelle Obama said. “In most families,both parents have to work, even if peoplewant to make the choice to stay home. Andagain, there is no subjective analysis ofwhat is better. But people can’t make thechoice. It’s even harder for single parents,and there are millions of them all acrossthis country who are trying to build a lifefor themselves and their children, and theyfind in an economy that’s tough that they’renot just holding down one but they need acouple of jobs just to make ends meet.”While Chelsea has continued herattempts to stay out of the limelight intoadulthood, she became a prominent supporter of her mother’s campaign for thepresidency, introducing her at the 2008Democratic National Convention. “Becauseof her, those 18 million cracks in that glassceiling gave way,” she said, referring to theGenerations at a GlanceThe Silent Generation (born 1925-1945)Called “The Greatest Generation,” its members endured the GreatDepression, won a world war, and put a man on the moon.Famous Members: Gloria Steinem, John Updike, Martin LutherKing Jr., Neil Armstrong (pictured), John McCainTraits: Establishment, respectful, dedicatedDefining Events: The Great Depression, World War II, Korean War,Social Security, segregation, McCarthyismDefining Media: RadioBaby Boomers (born 1946-1964)At 78 million strong, the Boomers were the largest generation inAmerican history and dominated its culture for nearly a half-century.Famous Members: Bill and Hillary Clinton, George W. Bush,Oprah Winfrey (pictured), Bill Gates, MadonnaTraits: Idealistic, consensus-builders, drivenDefining Events: Suburban families, Vietnam War, Civil RightsmovementDefining Media: TelevisionGeneration X (born 1965-1980)Also called the Baby Bust, this group has the highest educationlevels of any age group, according to the U.S. Census Bureau.Famous Members: Soledad O’Brien, Tina Fey (pictured),Tucker Carlson, Tiger Woods, Bobby JindalTraits: Skeptical, respect competence, seek balanceDefining Events: Cold War, 70s recession and inflation, birth ofthe InternetDefining Media: Cable TV, InternetMillennials (born 1981-1993)Sometimes called “Generation Y” or “The Echo Boomers,” thisgeneration is the nation’s most ethnically diverse—and the mostreceptive to diversity. More than 34 percent are nonwhite, one infour come from single-parent households, and 75 percent haveworking mothers.Famous Members: Miley Cyrus (pictured), Jennifer Hudson,Mary Kate and Ashley Olsen, LeBron James, Shia LeBeoufTraits: Optimistic, traditional, energeticDefining Events: Columbine, Iraq War, 9/11, InternetDefining Media: Social media, YouTube, text messaging, blogsPost-Millennials (born 1994-?)Post-Millennials have never known a world without the Internet. They will grow up in a generationwhere minorities comprise the majority of their peers.AMERICAN WOMEN IN RADIO AND TELEVISION9

{By next year, minority groups will make up 52percent of the under-18 crowd. Studies consistentlyshow these groups as being more traditional socially—yet more optimistic and accepting of social change—than any teen generation before them.}Working Across GenerationsCherilyn T. Cepriano, senior associate at the CoulterCompanies, offers the following advice on understanding multi-generational groups and workplaces: Recognize differences. Pretending that one size fitsall won’t work with either internal or external audiences.Consider the core constituency, but also think aboutways to appeal to all generations. Don’t assume. Generations aren’t monolithic—andneither are the people in them. Not every twentysomething Twitters,nor will every 70-year-old be clueless about programming their TiVo. Shared experiences are also subjective—as Cepriano points out, a white Boomer from the northeast likely has a different perspectiveabout the Civil Rights movement than a black one from the south. Educate everyone. You might do your homework about working with a Millennial, but they may notunderstand your own background. Be open and honest, particularly about how to best work together. Don’t try to be all things to all people. Whether marketing a product or working with colleagues,you’ll need different approaches for different generations. Think like advertisers do and segment youraudience. Remember that all generations add value. Gen X and Millennials crave reward for their competen-cy and achievement, and expect to be placed in roles once held by more experienced people.Conversely, they need to learn and respect the accomplishments of their older and more experiencedcohorts. As Cepriano puts it, “‘Don’t trust anyone over 30’ is not a way to work in America.”number of votes her mother received inthat year’s primary contests. “And whatopened up was a whole new world of possibility for all of us.”A New WorldAlong with the barriers broken—the firstRepublican female vice presidential candidate, the first African American electedpresident—the 2008 election was strikingfor its generational impact. Instead of aBoomer like Bill Clinton or George W.Bush, the electorate deliberated between amember of the Silent Generation and aBoomer in age only. (After all, while Woodstock was taking place in upstate New York,10MAKING WAVESVOLUME 6, NUMBER 2the 8-year-old Obama was living in Indonesia—hardly a Boomer touchstone.)Peter Canellos, the Boston Globe’s Washington bureau chief, wrote during the campaign that “much of what’s striking aboutObama’s campaign . can be better read ingenerational, rather than racial, terms . Hegrew up in the aftermath of the huge culturalstorm, not the middle. He saw a countryengaged in the far less dramatic, but perhapsequally significant, endeavor of assimilatingsocial changes. His formative years—the ‘70sand ‘80s—were times when people stronglyidentified with their own group, from professional women to military families andchurchgoing whites. The years since thenhave seen a slow blurring of the lines.”And for good reason. As with the Millennials, the children of Malia and Sasha’s generation are growing up in a societythat’s becoming even more diverse. The2000 Census found that three states—California, Hawaii, New Mexico andthe District of Columbia—now havemajority minority populations. Texasfollowed four years later, and five morestates, including Maryland, Mississippi,Georgia, New York and Arizona, areexpected to join the club shortly. By2035, non-Hispanic whites will have anegative growth rate, and by 2050, racialand ethnic minorities are projected toaccount for the majority of the country’stotal population growth.For Millennials and Post-Millennials,that future is already here. By next year,minority groups will make up 52 percentof the under-18 crowd. Studies consistently show these groups as being moretraditional socially—yet more optimisticand accepting of social change—than anyteen generation before them. “In someways, they are as wholesome and devoidof cynicism as the generation that woresaddle shoes,” the New York Times wrotein 2000.As part of a four-year study at the University of Arizona, researchers are followingthe freshman class of 2009 through collegeto gauge its attitudes about diversity. Onething’s already clear—this group may beless defined by previous generations thanany before it. “The boundaries are quite abit different from past generations,”research analyst Melissa Ousley told theArizona Daily Star. “They think beyond thehistorical distinctions. We don’t have toconvince them that diversity is a goodthing.” And that, as much as anything, islikely to be their legacy to future generations. AMark Toner is editor of Making Waves.

The year is 1961, and Caroline Kennedy has just moved into the White House with her brother, John Jr. Her father, John F. Kennedy, has become the youngest presi-dent ever elected to the nation’s highest office, at the age of 43. Yet for all his youth and vitality, Kennedy was actually too old to be a member of the Silent Generation—

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