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Generation Jones

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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[1], although it is used to some degree globally.[2][3][4] 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.[5]

American social commentator Jonathan Pontell defined this generation and coined the term naming it.[6] Prior to the popularization of Pontell’s theory, its members were identified with either Baby Boomers or Generation X. Traditionally, everyone born during the post-WWII demographic boom in births was called part of the Baby Boom Generation, but since generations are typically defined by the shared experiences of its members, not the fertility rates of its parents, many experts now believe that there were two separate generations born during the post-WWII birth boom—-an older one called the Baby Boom Generation, and a younger one called Generation Jones.

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[7], but beyond this historical claim, many believe the concept of jonesing is among this generation’s key collective personality traits.[8][9][10][11] Jonesers were given huge expectations as children in the 1960s, and then confronted with a different reality as they came of age in the 1970s, leaving them with a certain unrequited, jonesing quality.

Cultural, economic and political dimensions

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.[12] "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.[13]

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.[14][15][16][17] 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.[18][19][20][21][22]

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.[23][24][25][26][27][28] Numerous industries have created new products and brands to specifically target Jonesers, like the radio industry, which has created “GenJones” radio formats.[29] Various companies have done extensive research into Generation Jones consumers, like Carat—a large European media buying agency.[30][31][32]

Politically, Generation Jones has emerged as a crucial voting segment in Western elections.[33][34] 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.[4][15][35][36] 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[33] and Peter Fenn[34] singled out Generation Jones voters as crucial in the final weeks of the campaign.[37] Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.[38][39][40]

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),[41] David Brooks (The New York Times) and Karen Tumulty (Time Magazine).[42][43][44][45]

  • Key characteristics: less optimistic, distrust of government, general cynicism.[46][47]

See also

  • List of generations
  • http://www.msnbc.msn.com/id/15592086/
  • Ali, Delair (2006-11-01). "Generation Jones could be key to '06 MidTerm Election Results". In the News. Research 2000. Retrieved 2008-12-07.
  • http://www.telegraph.co.uk/global/main.jhtml?xml=/global/2004/11/24/njones24.xml[dead link]

References

  1. ^ http://www.fremforsk.dk/files/Boeger/Consumer_konklusion.pdf
  2. ^ Seigle, Greg (April 6, 2000). "Some Call It 'Jones'". Retrieved 2007-02-18. {{cite news}}: Unknown parameter |pulisher= ignored (|publisher= suggested) (help)
  3. ^ Landesman, Cosmo (28 November 2004). "I've Finally Found My Generation". The Sunday Times (London). Retrieved 2007-02-18.
  4. ^ a b "Press Release: Generation Jones is driving NZ Voter Volatility". Scoop Independent News (NZ). 13 September 2005. Retrieved 2007-02-18.
  5. ^ "What is Generation Jones?". Wise Geek. Retrieved 2009-06-12.
  6. ^ "Generation Jones comes of age in time for election". Telegraph. 15 Oct 2000. Retrieved 2009-06-12.
  7. ^ Pontell, Jonathan (Jan 2009). "Columnists' Opinions Stuck in the middle". USA TODAY.
  8. ^ Anne, Braly (Jan 2009). "'Generation Jones' soon to have its man in Washington". Chattanooga Times Free Press.
  9. ^ Button, Eileen (April 05, 2009). "Generation Jones has a few good reasons to be suspicious of technology". The Community Newspapers. {{cite news}}: Check date values in: |date= (help)
  10. ^ Stuart Wells, Amy (4 March 2009). "Commentary - From Obama's Generation The Audacious Hope of More Racially Diverse Public Schools". Education Week.
  11. ^ ROHAN, VIRGINIA (30 June 2008). "Rohan: Baby Boomers ready for next challenge". Better Living.
  12. ^ Political Memo; G.O.P. Makes Reagan Lure Of Young a Long-Term Asset
  13. ^ Jacobs Media; Tech Survey IV Politics/Election 2008
  14. ^ 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.
  15. ^ a b Rowan, David A guide to electionspeak
  16. ^ "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.
  17. ^ "Many in the 35-46 Age Bracket Identify with 'Generation Jones'". The Denver Post (Denver, Colorado). December , 2000. {{cite news}}: Check date values in: |date= (help)
  18. ^ http://www.youtube.com/watch?v=Z7vbsVu75do
  19. ^ http://www.youtube.com/watch?v=ZBk1GZ747F8
  20. ^ http://www.truveo.com/The-generational-divide/id/2457853707
  21. ^ http://video.google.com/videosearch?hl=en&q=%22Jonathan%20Pontell%22&um=1&ie=UTF-8&sa=N&tab=wv#hl=en&q=%22Jonathan+Pontell%22&um=1&ie=UTF-8&sa=N&tab=wv&start=10
  22. ^ http://talkradionews.com/2006/10/talk-radio-news-service-interviews-political-analyst-jonathan-pontell-on-which-group-of-voters-could-put-the-gop-over-the-top/
  23. ^ http://www.emarketingandcommerce.com/content/how-reach-generation-jones-online
  24. ^ http://www.flowerink.com/pdfs/GardeningThruAges_Jones.pdf
  25. ^ http://books.google.com/books?id=lHeYQrZA4VMC&pg=PA29&dq=%22Generation+Jones%22#PPP1,M1
  26. ^ http://books.google.com/books?id=Tyfr-dU5Na0C&pg=PA104&dq=%22Generation+Jones%22#PPA104,M1
  27. ^ http://books.google.com/books?id=wU3Mgdaxc8EC&pg=PA108&dq=%22Generation+Jones%22#PPA115,M1
  28. ^ Toops Scoops: Keeping up with the Jones'
  29. ^ Scripps Howard News Service
  30. ^ http://www.generationjones.co.uk/gen_jones/
  31. ^ http://www.carat-projectbritain.co.uk/includes/text_feed.php?&id_page_content=1
  32. ^ http://www.mediaweek.co.uk/news/537226/?DCMP=ILC-BETASEARCH
  33. ^ a b Page, Clarence (2008-10-22). "Generation Jones is in play". Chicago Tribune. Retrieved 2008-12-07.
  34. ^ a b 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
  35. ^ ePolitix.com - Key to election is 'keeping up with Joneses'
  36. ^ MPR: Pollster says Generation Jones tipped election for Bush
  37. ^ 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.
  38. ^ http://research2000.us/2006/11/01/generation-jones-could-be-key-to-06-midterm-election-results/
  39. ^ http://www.independent.co.uk/news/uk/politics/introducing-generation-jones-voters-who-hold-the-key-to-no-10-482274.html
  40. ^ Rasmussen Reports: Generation Jones Women Are Swing Voters
  41. ^ Alter, Jonathan (2008-02-11). "Twilight of the Baby Boom". Newsweek. Retrieved 2008-12-07.
  42. ^ http://www.generationjones.com/2008election.html
  43. ^ 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
  44. ^ 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
  45. ^ 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
  46. ^ http://www.telegraph.co.uk/news/uknews/1477344/Generation-Jones-is-given-a-name-at-last.html
  47. ^ http://www.independent.co.uk/news/uk/politics/introducing-generation-jones-voters-who-hold-the-key-to-no-10-482274.html
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