This book provides a cultural studies analysis of Millennials and their impact on American culture and society. Beginning with an introduction that touches upon which part of the population is described as Millennial, the book also explores the Millennial psyche, marketing to Millennials, Millennials' purchasing preferences, gender and sexuality among Millennials, and Millennials and their relation to postmodernism, among other things. Cultural Perspectives on Millennials is designed for students taking courses in cultural studies, sociology, American studies and related fields. It is written in an accessible style and makes use of numerous quotations from writers and thinkers who have written about Millennials. It is illustrated by the author.
Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He is author or more than one hundred articles and seventy books on media, popular culture, humor, and tourism.
Chapter 1: Introduction
Chapter 2: The Mind and Psyche of Millennials
Chapter 3: A Sociology of Millennials
Chapter 4: Myth and Millennials
Chapter 5: Millennials and the Media
Chapter 6: Marketing to Millennials
Chapter 7: Millennials as Shoppers and Consumers
Chapter 8: Postmodernism and Millennials
Chapter 9: Politics and Millennials
Chapter 10: Sexual Identity, Gender, and the Millennials
Chapter 11: Coda