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The Millennial Generation

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The Millennial Generation

Question #1
Can the Millennial generation be considered a microculture?
The Millennial generation can be considered a microculture. Generation Microculture simply describes how age based groups can be distinguished from generational groups. As written in the textbook , "We define a microculture as a group of people who share similar values and tastes that are subsumed within a larger culture" (pg191). The Millennial generation consists of individuals that were born between 1981 and 1995. At the current time, they are between 18 and 32 years of age. According to the facts in the case, the Millennial generation is more than a microculture but more of a relative culture movement. They have their own set of beliefs, communication preferences, etc. but they are setting the tone for future generations.

Question #2
What type of social power, if any, does the Millennial generation hold?
Most of the millennial generation has Expert Power. They are very tech savvy. As stated in the textbook, "Expert power refers to the ability of a group or individual to influence a consumer due to the group's or individual's knowledge of, or experience with, a specific subject matter" (pgs150-151). This subject matter would be new technology.). Many of the Millennial generation imitate their peers with clothing, slang, games, cell phones and many other things. to the case, the Millennial generation is in control of the evolution of today's social media. The millennial generation is defined by their communication amongst each other and their ability to keep up with each other's lives. They determine what social media sites are used. They also have the power to influence others in their generation more easily.

Question #3
How has social media and group influence helped to define the Millennial generation?
Social media has been the gateway

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