A Sociology of Millennials

  • Arthur Asa Berger
Chapter

Abstract

This chapter starts with a discussion of the relationship between individuals and society and with marketer/psychoanalyst Clotaire Rapaille’s theory about the way children are “imprinted” by their societies between the age of one and seven. Next I deal with the ideas of Karl Mannheim who focused attention on the social origins of thought. This is followed by a discussion of Gustave LeBon’s classic book The Crowd and how his ideas relate to our interest in Millennials. This leads to a discussion the Claritas typology which posits that there are sixty-six different kinds of Americans; this suggests there are different ways of thinking about people other than in terms of generations. Next, I discuss the economic status of Millennials and the fact that while many of them are financially stressed, some of them are quite wealthy.

Keywords

Imprinting Claritas typology Crowds 

References

  1. Bourdieu, Pierre. 1993. Sociology in Question. London: Sage.Google Scholar
  2. LeBon, Gustav. 1895/1960. The Crowd. New York: Viking Press.Google Scholar
  3. Mannheim, Karl. 1936. Ideology and Utopia. New York: Harcourt Brace.Google Scholar
  4. Rapaille, Clotaire. 2006. The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do. New York: Broadway Books.Google Scholar
  5. Shulman, Bob. 2016. MediaPost’s Engage Millennials, October 5.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.San Francisco State UniversitySan FranciscoUSA

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