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Revision as of 20:11, 31 May 2009

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Generation Jones is a term used to describe the generation of people born between 1954 and 1965. The term is used primarily in English-speaking countries and Western Europe, although it is used to some degree globally.[1][2][3] The birth years typically used in the U.S. are 1954-1965, but these tend to vary slightly in other countries, usually starting no earlier than 1953, and ending no later than 1968. It represents the second half of the traditional "baby boom" years, as 1954 was the first birth year during the decade from which no men were drafted into the US military.

Etymology

American social commentator Jonathan Pontell defined this generation and coined the term naming it.[4] Prior to the popularization of Pontell’s theory, its members were identified with either Baby Boomers or GenerationX'ers.

The name “Generation Jones” has several connotations, including: a large anonymous generation, and a “Keeping up with the Joneses” competitiveness borne from this generation’s populous birth years. The connotation, however, which is perhaps best known stems from the slang word "jones" or “jonesing”, which means a yearning or craving. Jonesers were the people who as teens in the 1970s made this slang word popular[5], but beyond this historical claim, many believe the concept of jonesing is among this generation’s key collective personality traits. Jonesers were given huge expectations as children in the optimistic 1960s, and then confronted with a different reality as they came of age in the pessimistic 1970s, leaving them with a certain unrequited, jonesing quality.

This age group became politically active in the United States during the Presidential campaigns of Ronald Reagan, who was extremely popular among people of this age group.[6] "The turn toward the Republicans was based very much on how the young felt about Ronald Reagan's performance in office," said Helmut Norpoth, a political scientist at the State University of New York at Stony Brook. In the 2008 election, surveys found that fans of classic rock music, popular during this period, tended to favor the Republicans.[7]

Generation Jones has been the recipient of extensive media attention. It has been written about in hundreds of newspapers and magazines and discussed frequently on TV and radio shows.[8][9][10][11] Pontell appears regularly on TV networks such as CNN, MSNBC, and the BBC, discussing the cultural, political, and economic implications of this generation’s emergence.[12]

In the business world, Generation Jones has become a part of the strategic planning of many companies and industries, particularly in the context of targeting Jonesers through marketing efforts.[13] Numerous industries have created new products and brands to specifically target Jonesers, like the radio industry, which has created “GenJones” radio formats.[14] Various companies have done extensive research into Generation Jones consumers, like Carat--a large European media buying agency.[15][16][17]

Politically, Generation Jones has emerged as a crucial voting segment in Western elections.[18][19] In the U.S. 2006 Midterm and 2004 Presidential elections, and the 2005 U.K. elections, Generation Jones’ electoral role was widely described as pivotal by the media and political pollsters.[3][9][20][21] In the 2008 U.S. Presidential election, Generation Jones was again seen as a key electoral segment, and because of the high degree to which its members were swing voters during the election cycle. Influential journalists like Clarence Page[22] and Peter Fenn[23] singled out Generation Jones voters as crucial in the final weeks of the campaign.[24] Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.[25][26][27]

The election to the presidency of Barack Obama, born in 1961, focused more attention on Generation Jones. Many journalists, publications, and experts have pointed out that Obama is a member of Generation Jones, including Jonathan Alter (Newsweek),[28] David Brooks (The New York Times) and Karen Tumulty (Time Magazine).[29][30][31][32]

In a study of US generational cohorts by Schuman and Scott, a broad sample of adults was asked, "What world events over the past 50 years were especially important to them"?[citation needed] For Generation Jones (born from circa 1956 to 1964), this study found these events to include:

    • Memorable events: Watergate, Nixon resigns, the Cold War, lowered drinking age to 18 in many states 1970-1976 (followed by raising), the oil embargo, raging inflation, gasoline shortages, Jimmy Carter's imposition of registration for the draft, punk or new wave from Deborah Harry and techno pop to Annie Lennox and disco
    • Key characteristics: less optimistic, distrust of government, general cynicism
    • Key members: U.S. President Barack Obama, Bill Gates, Steve Jobs, Jerry Seinfeld

See also

Notes

  1. ^ Seigle, Greg, “Some Call It ‘Jones’”, The Washington Post, April 6, 2000, Washington Post Archive Search result - fee retrieved on 2007-02-18
  2. ^ Landesman, Cosmo, “I’ve Finally Found My Generation,” The Sunday Times (London), 28 November 2004 Times Online retrieved 2007-02-18
  3. ^ a b Press Release: Generation Jones is driving NZ Voter Volatility, Scoop Independent News (NZ), 13 September 2005 Scoop website, retrieved 2007-02-18
  4. ^ Generation Jones comes of age in time for election - Telegraph
  5. ^ http://blogs.usatoday.com/oped/2009/01/stuck-in-the-mi.html
  6. ^ Political Memo; G.O.P. Makes Reagan Lure Of Young a Long-Term Asset
  7. ^ Jacobs Media; Tech Survey IV Politics/Election 2008
  8. ^ Lang, John (2000-01-08). "Generation Jones: Between the Boomers and the Xers". The Cincinnati Post. E. W. Scripps Company. Archived from the original on 2005-01-15.
  9. ^ a b Rowan, David A guide to electionspeak
  10. ^ "Talk Radio News Service interviews political analyst Jonathan Pontell on what political party different generations vote for and why". Talk Radio News Service. 2006-10-30. Retrieved 2008-12-07.
  11. ^ Many in the 35-46 Age Bracket Identify with 'Generation Jones'. | The Denver Post (Denver, Colorado) (via Knight-Ridder/Tribune Business News) (December , 2000)
  12. ^ Who is Generation Jones?
  13. ^ Toops Scoops: Keeping up with the Jonesers
  14. ^ Scripps Howard News Service
  15. ^ http://www.generationjones.co.uk/gen_jones/
  16. ^ http://www.carat-projectbritain.co.uk/includes/text_feed.php?&id_page_content=1
  17. ^ http://www.mediaweek.co.uk/news/537226/?DCMP=ILC-BETASEARCH
  18. ^ http://archives.chicagotribune.com/2008/oct/22/news/chi-oped1022pageoct22
  19. ^ http://pundits.thehill.com/2008/10/23/why-the-%E2%80%98generation-jones%E2%80%99-vote-may-be-crucial-in-election-2008/
  20. ^ ePolitix.com - Key to election is 'keeping up with Joneses'
  21. ^ MPR: Pollster says Generation Jones tipped election for Bush
  22. ^ Page, Clarence (2008-10-22). "Generation Jones is in play". Chicago Tribune. Retrieved 2008-12-07.
  23. ^ Fenn, Peter (2008-10-23), "Why the 'Generation Jones' Vote May Be Crucial in Election 2008", The Hill's Pundits Blog, retrieved 2008-12-07
  24. ^ Paulsen, David (2008-10-26). "Attention GenY'ers! Talk To Your Parents! Don't Let GenJonesers Vote Against Themselves!". Politics. The Huffington Post. Retrieved 2008-12-07.
  25. ^ http://research2000.us/2006/11/01/generation-jones-could-be-key-to-06-midterm-election-results/
  26. ^ http://www.independent.co.uk/news/uk/politics/introducing-generation-jones-voters-who-hold-the-key-to-no-10-482274.html
  27. ^ http://www.rasmussenreports.com/public_content/politics/election_2004/generation_jones_women_are_swing_voters
  28. ^ Alter, Jonathan (2008-02-11). "Twilight of the Baby Boom". Newsweek. Retrieved 2008-12-07.
  29. ^ http://www.generationjones.com/2008election.html
  30. ^ Anderson Cooper (anchor) interviewing Roland S. Martin (contributor). Election Night In America (Adobe Flash) (Television production). CNN (via YouTube). Event occurs at ~22:30 (ET). Retrieved 2008-12-07. {{cite AV media}}: Unknown parameter |date2= ignored (help) Transcript
  31. ^ Campbell Brown (anchor), Roland S. Martin (contributor). The Campbell Brown Show (Adobe Flash) (Television production). CNN (via YouTube). Event occurs at 0:41 (in the video). Retrieved 2008-12-07. {{cite AV media}}: Unknown parameter |date2= ignored (help) Transcript
  32. ^ Chris Matthews (anchor), Clarence Page (panelist). The Chris Matthews Show (Adobe Flash) (Television production). MSNBC (via YouTube). Retrieved 2008-12-07. {{cite AV media}}: Unknown parameter |date2= ignored (help) Transcript
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