Morley Winograd and Michael Hais have an interesting post up at their blog, Millennial Makeover. Winograd and Hais argue that MTV is finally understanding that the youth of today look and act nothing like the youth of yesteryear, er- 1981.

The network, long known for cynical and vapid content, has suddenly understood the importance of being earnest. Booze and bikinis are out. Do-good singers and hard-working art students are in.

MTV acknowledged that its programming had become out of step with the progressive, service-oriented values of today’s youth, the Millennial Generation. “It was very clear we were at one of those transformational moments, when this new generation of Millennials [born between 1982 and 2003] were demanding a new MTV,” a channel executive explained.

Winograd and Hais examine the differences between the Boomers, Gen Xers, and Millennials through the lens of movies that were popular during the time period in which each generation came of age. (The Devil Wears Prada is a far cry from The Graduate.)

The point Winograd and Hais make and that I’ve echoed for a few months now is that the Republican Party won’t have a presence in national politics for decades to come unless it stops seeing youth as inconsequential and unworthy of a long-term investment; such a view restricts the GOP from understanding the general attitudes and values inherent in Millennials, who will continue to deliver a major shock to the political process over the next twenty years. And while this GOP extinction might seem great for progressive activists like us, a lack of Republican competition would actually relieve the pressure on Democrats to continue funding and supporting innovative youth outreach programs well into the future.

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