Journal articles on the topic 'Women baby-boomers'

Sudden increase in the number of live births after the Second World War due to an increase in fertility rates has led to the formation of cohorts with specific characteristics or baby boom generation. This generation is unique in the history of the demographic phenomenon that has affected and affects the functioning of many segments of society. The aim of this paper is to assess structure of baby boomers who are few years away from retirement, using demographic data. Impact of baby boomer age structure of current and future retirees is described with a graphical display of current and projected age pyramid of baby boomers. Demographic pattern that women live longer than men is evident in the projected pyramid. In addition, the number of baby boomers will lead to a "younger" old population. The imbalance in the number of men and women pensioners, as well as older cohorts of women and female baby boomers was analyzed. As a result, an increasing trend of women's age pensioners who are members of the baby boom generation was clearly observed, which is opposite to the older cohort of women who often were family pensioners. Different circumstances and conditions in which female boomers lived and worked will form a new "pension model" because they will gain their benefits as well as men, for the first time in significant number, unlike their mothers, which gained the right to retire after they become widows. Number of women age pensioners is getting greater comparing to men, as the result of changes in the economic activities of women in the last half of the 20th century. When baby boomers retire and exit the working population, this will create a vacuum, because the numerically smaller generations will enter working population, while the sudden and very shortly, the number of population older than 60 or 65 will increase, most of them will likely to acquire the right to a pension. It is undeniable that baby boomers had impact on demographic structure, but also on society as a whole. They have been extremely important factor of development of our country during their working career, they are healthier then previous generation and many of them possess the knowledge and experience gained by the years, so rigid prediction of future changes that will produce the retirement of this generation has no excuses. Retired baby boom generation will perhaps lead to new, better way of life in old age.

Optimal mental health underpins full social participation. As people age, they confront personal and cultural challenges, the effects of which on mental health are not fully understood. The aim of this research was to learn from women of the Baby Boomer generation (born 1946–1964) what contributes to and hinders their mental health and wellbeing. Eighteen women participated in qualitative interviews (in English); data were analysed thematically. Participants were located across Australia in rural and urban areas; not all were born in Australia. They were diverse in education, employment status, and experiences of life and ageing. The women nominated as the main contributors to poor mental health in older women Illness and disability, Financial insecurity, Maltreatment, and Loss and grief. Contributors to good mental health were identified as Social interdependence, Feeling valued, Physical activity, Good nutrition, and Having faith or belief. Women’s accounts supplied other influences on mental health, both associated with the person (Personality and Intimate relationships and sex) and with society (Constructs of ageing, Gender, and Culture). Women also specified what they needed from others in order to improve their mental health as they aged: Public education about ageing, Purposeful roles for older women in society, Adequate services and resources, and Sensitive health care. In sum, older women wanted to be treated with respect and for their lives to have meaning. It is evident from these results that circumstances throughout life can have profound influences on women’s mental health in older age. Anti-discriminatory policies, informed and inclusive health care, and social structures that support and enhance the lives of girls and women at all ages will therefore benefit older women and increase the potential for their continuing contribution to society. These conclusions have implications for policy and practice in well-resourced countries.

Abstract Internet trolling, or the intentional disturbance or upsetting of others on social media for personal amusement, has become increasingly prevalent in recent years (Howard et al., 2019). Current research focuses on these destructive social media behaviors in younger populations, therefore this study set out to investigate the gender differences of trolling behaviors in Baby Boomers. Participants (N = 140), ages 54 and older, were recruited from the Amazon Mechanical Turk and were compensated for their participation. Participants completed a survey investigating their likelihood to engage in trolling behaviors, the extent to which they enjoy trolling, and their feelings while trolling. Results indicated that while there were no significant differences between men and women in their need, intensity of use, or addiction to social media, men were significantly more likely to engage in trolling behaviors than women. Men reported posting to upset others (p = .018), as well as commenting to upset others (p = .053), more often than women. Furthermore, when engaging in these behaviors, men reported feeling intelligent (p = .013), confident (p = .024), superior (p = .053), and happy (p = .012), more often than women. However, these results could be indicative of a more sinister issue. Men also reported more often that their reasons for engaging in trolling behaviors were feelings of loneliness (p = .005) and anxiety (p = .010). This indicates that these trolling behaviors may then be a way for men to seek out some form of “social support” in the online community.

ABSTRACTThe current generation of older people who are approaching or recently experiencing retirement form part of a unique generational habitus who have experienced a cultural shift into consumerism. These baby boomers are often portrayed as engaging in excessive levels of consumption which are counter to notions of sustainable living and to intergenerational harmony. This paper focuses on an exploration of the mechanisms underpinning the consumption patterns of baby boomers as they retire. We achieve this through an understanding of the everyday practices of grocery shopping which have the potential to give greater clarity to patterns of consumption than the more unusual or ‘extraordinary’ forms of consumption such as global travel. In-depth interviews with 40 older men and women in four locations across England and Scotland were conducted at three points in time across the period of retirement. We suggest that the grocery shopping practices of these older men and women were influenced by two factors: (a) parental values and upbringing leading to the reification of thrift and frugality as virtues, alongside aspirations for self-actualisation such as undertaking global travel, and (b) the influence of household context, and caring roles, on consumption choices. We conclude with some tentative observations concerning the implications of the ways baby boomers consume in terms of increasing calls for people to live in more sustainable ways.

ABSTRACTBaby boomers will comprise a considerable share of tomorrow's older population. Previous research has indicated higher travel activity and car use amongst baby boomers than amongst older cohorts. However, little evidence exists on the effects of boomers' ageing on the transportation system. To analyse how retirement affects baby boomers' travel and the related future travel demand, we compared three groups, distinguished by employment status as ‘still working’, ‘early retirees’ and ‘recent retirees’, in a longitudinal setting. Data for 864 individuals were collected via standardised telephone interviews in 2009 and 2012. We find a clear tendency towards reducing the car use and mileage over time and as a consequence of retirement. Nevertheless, car use for leisure purposes increased after retirement. Whilst retirement had a bigger impact on men's than on women's car use, those women who continued working had a high car reliance that did not decline over time. This study suggests that retirement is a transition point associated with decreasing car use. Hence, the ageing of the population is likely to have a decreasing effect on transportation demand. However, informal care-giving, prolonged careers and atypical working life, boomer women's changing professional roles, and the emergence of leisure and consumption as major cultural and social frameworks of the third age are likely to make this transition different than observed in previous cohorts.

The popular press has labelled the current groups of 19- to 29-yr.-olds Generation X, the postbaby-boomers, and suggested they possess attitudes and values different from those of their predecessors, the baby-boomers. This investigation examined the prevalence of Generation X attitudes and values among a sample of 216 Canadian business students. 83 women and 133 men undergraduate and graduate students anonymously completed questionnaires. The sample's mean age was 21.7 yr. Respondents reported values and attitudes somewhat consistent with Generation X characterizations, women having more of these qualities than men. Younger students tended to hold values and attitudes more consistent with the Generation X depiction.

Findings of an association between skin color and educational attainment have been fairly consistent among Americans born before the civil rights era, but little is known regarding the persistence of this relationship in later born cohorts. The authors ask whether the association between skin color and educational attainment has changed between black American baby boomers and millennials. The authors observe a large and statistically significant decline in the association between skin color and educational attainment between baby boomer and millennial black women, whereas the decline in this association between the two cohorts of black men is smaller and nonsignificant. Compared with baby boomers, a greater percentage of the association between skin color and educational attainment among black millennials appears to reflect educational disparities in previous generations. These results emphasize the need to conceptualize colorism as an intersectional problem and suggest caution when generalizing evidence of colorism in earlier cohorts to young adults today.

ABSTRACTThe North American post-war generation, known as the baby-boomers, has challenged traditional family relations and the sexual division of labour. How do these challenges play out in the face of frail, ill or disabled family members? A study undertaken in Montreal, Quebec, with baby-boomer care-givers aimed to raise understanding of the realities of this group. We met with 40 care-givers for a one and a half-hour qualitative interview to discuss their identification with their social generation, their relationship to care-giving, their values regarding care-giving, and the reality of the care-giving they offer. The findings indicate that women, in particular, no longer identify themselves mainly in terms of family. For most, care-giving is not their only or even their dominant identity. They are actively trying to maintain multiple identities: worker, wife, mother, friend and social activist, alongside that of care-giver. They are also participating in the very North American process of individualisation, leading to what we call the ‘denaturalisation’ of care-giving. Notably, the women we met with call themselves ‘care-givers’ and not simply wives, daughters or mothers, denoting that the work of care-giving no longer falls within the realm of ‘normal’ family responsibilities. These care-givers thus set limits to their caring commitments and have high expectations as to services and public support, while still adhering to norms of family responsibility for care-giving.

ObjectiveDespite the popular belief that baby boomers are ageing in better health than previous generations, limited scientific evidence is available since baby boomers have turned retirement age only recently. This study aimed to compare self-reported health status at ages 65–70 years among three cohorts of older people born before, during and at the end (baby boomers) of the Second World War.DesignRepeated cross-sectional population-based study.SettingCommunity in a region of French-speaking Switzerland.ParticipantsCommunity-dwelling older adults who enrolled in the Lausanne cohort 65+ study at ages 65–70 years in 2004 (n=1561), 2009 (n=1489) or 2014 (n=1678).OutcomesNumber of self-reported chronic conditions (from a list of 11) and chronic symptoms (from a list of 11); depressive symptoms; self-rated health (very good, good, average, poor or very poor); fear of disease (not afraid at all, barely afraid, a bit afraid, quite afraid or very afraid); self-perception of ageing; disability in basic and instrumental activities of daily living.ResultsThere was no significant difference between cohorts in the number of self-reported chronic conditions and chronic symptoms as well as the presence of difficulty in basic activities of daily living, depressive symptoms, fear of disease and negative self-perception of ageing. In women only, significant differences between cohorts were observed in self-rated health (p=0.005) and disability in instrumental activities of daily living (p=0.003), but these associations did not remain significant in logistic regression models adjusted for sociodemographic characteristics and unhealthy behaviours.ConclusionsDespite important sociodemographic differences between older baby boomers and earlier cohorts, most health indicators did not suggest any trend towards a compression of morbidity. Future studies comparing these three cohorts at more advanced age are required to further investigate whether differences emerge later in life.

Purpose The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts. Design/methodology/approach The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire. Findings Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one. Originality/value The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).

Although aspirational brands are commonly referred to in the business literature, no consistent definition exists for the term. Further, aspirational brand is often used interchangeably with the term luxury brand. This study aims to conceptually define the term aspirational brandand delineate it from the well-established term luxury brand. A sample of 452 consumers were asked to provide five examples of luxury and aspitational brands. Responses from Baby Boomers and Millennials, males and females, and high-income and low-income consumers were compared. By asking a diverse group of consumers to provide examples of the two types of brands, we provide quantifiable evidence for the existence of two related but separate concepts. Sixty three percent more brands were named as aspirational than as luxury, lending support to the notion that a consumers classification of a brand as aspirational is more a function of internal influences than his or her classification of a brand as luxury. Further, differences were found between Millennials and Baby Boomers, men and women, and upper and lower income participants in terms of which brands they consider to be aspirational.

Pharmacy specialists are responsible for counsel ling about rational use of medicinal substance in so ciety, but not all of them provide advice for the pa tients. So the aim of this study was to analyze the association between counselling of pregnant wom en at Lithuanian pharmacies about rational use of medicinal substances and pharmacy specialist’s age and educational background. Methods. Random sample of Lithuanian pharmacy specialists (N = 440) was anonymously questioned during the period of March-October, 2012. “FIP reference paper on the effective utilization of pharmacists in improving maternal, newborn and child health” was used for the development of questions about the counselling of pregnant women about rational use of medicinal substances. Results. The odds ratio of more frequent counselling was higher in the case of millennial generation comparing with baby boomers (OR = 3.521 (CI 95% = 6.135 – 2.020)). Higher proportion of pharmacists, compared to pharmacy technicians (p< 0.05), were counselling about rational use of synthetized medicinal substances and non-pharmacological alternatives (millennial generation) and almost all topics of rational use of medicinal substances (baby boomers). Conclusions. Age was associated with the frequency of counselling about rational use of medicinal substances. Age and educational background was associated with counselling topics during pregnancy.

Drawing on free-text survey comments from the Australian Longitudinal Study of Women’s Health (ALSWH), this article explores themes of transition and change in the lives of 150 women baby boomers (born between 1946 and 1951) in relation to Beck’s theories of the risk society, reflexive modernisation and individualisation. Few studies have explicitly explored ageing through Beck’s theoretical lenses. However, Beck’s emphasis on interactional processes of social, individual and structural change has much to offer for sociological studies of ageing. A key premise is that of complex adaptation and change as people age, with focus on the socio-political contexts in which the post-Second World War baby boomer generation will live out their later years.

"A woman's sex life ends with the menopause; Sex is for the young, I'm too old to bother with all that; older people are asexual." "Later life sexuality in women is about words, images, ritual and fantasy as it is about the body" Sexuality in older adults especially the sexual behavior of older women has been shrouded in discreet silence distaste and ignorance (Oppenheimer 2002).1 Recent literature however has demythologised sexuality and revealed that men and women continue to be sexually active well into old age. A recent study from US reported in the New England Journal of Medicine (Lindau et al. 2007)2 reports that 73% of those 57-64 age, 53% of those 65-74 years of age and 26% of those 74-85 years of age reported to being sexually active (defined as any mutually voluntary activity with another person that involves sexual contact, whether or not intercourse or orgasm occurs). In all groups, sexual activity for men was higher. It is interesting that 35% of all women and 13% of all men interviewed said "sex was not at all important". It is recognized that leading an active and fulfilling sexual life is related to physical health, ability to function sexually, availability of a partner and perceptions of self esteem and body image (Lindau 2007; Clarke 2006).2,3 Overlying all of these is the personal knowledge, attitude and perceptions of the role of sexuality and sexual behaviors in wellbeing. With the 'Baby Boomer' generation coming of age as 'Older Adults', this presentation will explore whether the discourses of positive ageing have created the sexy ageless consumer as a personally and socially responsible citizen. Is the availability and apparent popularity of adult on-line dating for relationships; gyms and health fads for the healthy body; drugs and devices (sex toys such as the Eros clitoral device, and ben-wa balls); cosmetic treatments (Clarke 2006)3 and now surgical procedures for the body beautiful (Goodman et al. 2007)4 indicative of a need for assistance in sexuality? Or a use of the 'Baby Boomer' demographic bulge in the population as a marketing target?

Abstract The Internet presents new options for the elderly to gather information to support their health care. Health information gathering is among the major motivations for using the Internet among aging baby-boomers. However, insufficient e-health literacy presents challenges for the aging baby boomers. We examined the extent to which health-related internet use and e-health literacy are associated with non-adherence and self-reported negative health outcomes. Respondents were randomly sampled from the largest national online probability-based research panel (N = 710; M= 48.8, SD= 16.4). The age range in our research allowed us to examine the hypothesized associations across the full sample while focusing on older adults (age ≥ 60; N = 194). Older adults with greater e-health literacy reported higher averages for non-compliance because of information obtained from the Internet [(t (194) = 5.06, p ≤ .0001]. Ordinary least squares regression analyses showed that older adults who reported greater averages on health-related internet use reported higher averages on self-reported health problems (β = .292, p ≤ .01). However, women reported fewer health problems (β = -.217, p ≤ .01). Non-adherence with doctor recommendations is a significant positive predictor of self-reported health problem in the full sample (β = .244, p ≤ .0001) but not among older respondents (β = .032, p ≤ .061). Older individuals will make better utilization of the Internet if health professionals guide them to credible sources for health-related information. Empowerment of individuals to utilize the Internet in an informed manner requires addressing their needs for e-health literacy skills.

Abstract The 2008 Great Recession affected American’s retirement timing, but it remains unclear how unfulfilled expectations about retirement timing influence psychological well-being. This study examines how unmet expectations about working at age 62 relate to subsequent depressive symptoms, with special attention to sociodemographic differences in unmet expectations and their consequences. We use longitudinal data from 10,557 adults ages 51+ in the Health and Retirement Study (1994-2014). Mean expected probability of working full time at age 62 (ranging 0-100) was 40.5 (SD=54.65). We created quartiles: no chance (0 probability, 35% of sample), unlikely (1-30, 16%), unsure (33-80, 28%), and very likely (85-100, 21%). Expected probability and the association between expectations and reality were significantly lower for racial minorities compared to whites, low education compared to high, and pre-baby boomers compared to baby boomers. Those who were working at age 62 but expected to be retired did not experience elevated depressive symptoms compared to those who correctly expected to be working. In contrast, those who were unexpectedly not working experienced significantly higher depressive symptoms compared to those who correctly expected to be retired (Unsure: IRR=1.16 p=0.024, Very likely: IRR=1.19, p=0.010). This association was slightly attenuated after adjusting for declines in functioning, suggesting partial, but not complete, mediation by health status. The association was consistent by race, education, and birth cohort, but was larger in men than women. Taken together, our findings indicate that unexpected continued employment does not harm psychological well-being, but earlier than expected retirement may result in higher depressive symptoms.

Abstract Background Previous research has shown millennials represent the fastest growing generation for those infected with the hepatitis C virus (HCV). Millennials are also a key driver in the opioid crisis, particularly in states of the Appalachian region including Kentucky. Despite research demonstrating a change in prevalence from baby boomers (born 1945–1965) to millennials (born 1980–1995), large representative studies providing evidence of the magnitude of this demographic shift are lacking in the United States. Our objective was to assess trends of HCV infection since 2016 in a large healthcare system located in an area of high prevalence of opioid use and HCV infection. Methods All individuals were screened for HCV infection in 2016, 2017, and 2018 within Norton Healthcare per standard risk-based criteria (e.g., injection drug users, baby boomers, etc.) as recommended by CDC, except for pregnant women who were universally screened since 2016. We tested for demographic shifts over time using longitudinal and time series analyses techniques Results A total of 86,243 individuals were screened for HCV infection from 2016 to 2018. Of those, 2,615 (3.0%) individuals screened positive for chronic HCV. The average age of those infected significantly decreased by an average of 3.7 years annually (from 47.3 years in 2016 to 39.9 years in 2018, P < 0.001). We forecast a plateau near the age of 28 years will be observed in just over 7 years. In addition, the proportion of millennials increased over time (33.6% in 2016, 42.4% in 2017 and 51.4% in 2018, P < 0.001), while baby boomers significantly decreased over time (44.0% in 2016, 38.8% in 2017, and 29.3% in 2018, P < 0.001). Lastly, over time, those with chronic HCV were more likely to be male (increasing from 49.6% to 54.4%, P = 0.008) and Hispanic (increasing from 1.6% to 17.7%, P < 0.001) Conclusion Our results suggest that HCV infection has become a predominately millennial disease, skipping a generation. These results correlate with trends seen with the opioid epidemic, which is driven by millennials. We conclude that the opioid crisis has led to a drastic demographic shift, and currently the typical HCV-infected individual is a younger male. Without interventions, this trend will continue for over seven years, plateauing near the demarcation of millennials and generation Z Disclosures All authors: No reported disclosures.

There has never been a greater need for scientists trained in reproductive science. Most developed countries are witnessing unprecedented rates of recourse to assisted conception sitting cheek-by-jowl with high rates of induced abortion. This article addresses these two incongruous faces of reproductive healthcare. Every year at least 44 million abortions are performed worldwide, many under unsafe and insanitary conditions that carry a significant risk to the lives of women deprived of safe, effective methods for controlling their fertility. Although birth control is a complex issue involving myriad social and political factors, the technical vacuum in this area is significant. Through no fault of the family planning authorities, there have been no radically new methods of fertility control since the oral contraceptive pill was introduced in 1960 and even this contribution to planned parenthood has its roots in the biochemistry of the 1920s and 1930s. Moreover, the pharmaceutical industry has, by and large, turned its back on fundamental research activities in this area. At present, our major investment in reproductive healthcare involves treating ever-increasing numbers of couples with assisted reproductive technologies (ART). However, these treatments are often delivered without critically considering the underlying causes of this condition or seriously contemplating the long-term consequences of the current enthusiasm for such therapy. Significantly, the clinical factors underpinning the commitment of couples to ART include advanced maternal age and a variety of lifestyle factors, such as smoking and obesity, which are known to compromise the developmental potential of the oocyte and DNA integrity in spermatozoa.

This research gave attention to three factors that influence individuals in making investment decisions, motivation, locus of control, and financial literacy. This study generally aims to compare and analyze the effect of motivation, locus of control, and financial literacy on investment decisions on the families of the baby boomers generation, generation X, and generation Y. This study applied a direct interview method and uses a questionnaire as a data collection tool. Thirty housewives from each generation were interviewed. The results showed a significant difference in motivation and financia literacy between the three generations. The results also showed that all variables had a significant effect on investment decisions in each generation. Otherwise, overall, only the locus of control variable that has no significant effect on investment decisions. Based on this, the government together with investment service providers need to formulate an appropriate program. Apart from the education provided through educators, the program can also be provided with socialization and consultation services, either directly or indirectly. Development of supporting infrastructure and public access to financial institutions, products or services according to their needs and capacities also need attention.

Past trends leading to the present can be studied systematically to determine where a society may be in the future. Such an assessment of social, technological, economic, environmental, and political trends also allows alternative futures to be considered and pursued. This article reviews major trends that have an impact on everyone in the United States and, specifically, relates this larger perspective to the practices of speech-language pathologists and audiologists in our schools. Speech-language pathologists and audiologists are provided with trend information to help them understand the forces that soon will bear upon us, including social trends involving the elderly, baby boomers, women in the workforce, health care, and education; technology trends of genetic/molecular biology, computers, and virtual reality; economic trends of a global economy and an information-based society; and political trends of decentralization and modes of participation by people. From such an overview, many may wish to consider developing alternative futures to pursue within their practices.

Purpose Becoming self-employed has appeal to both genders. For many women, balancing work and family is a key motivator. However, businesses owned and operated by women are often very small, with limited turnover. This potentially can have disastrous consequences when these women come to retire, unless a solid retirement savings strategy has been considered. The purpose of this paper is to outline many of the issues and implications of a lack of research in this area. Design/methodology/approach Data were collected from 201 small business owners via a convenience sample derived from various databases. The survey was completed on-line and analysed using SPSS. Findings Many self-employed women in Australia have neither enough savings for their retirement, or an actual retirement plan. This is exacerbated by the lack of regulation requiring mandatory contributions into a superannuation (personal pension) fund by small business owners, unlike pay as you go employees, whose employers must contribute a certain about on their behalf. Social implications Middle-to-older aged women are the biggest cohort of homeless people in Australia. This is likely to grow as self-employed Baby Boomers stop working and find they do not have sufficient personal financial resources to fund their retirement. Originality/value Whereas there is much written about gender and small business ownership, as well as retirement and savings planning, these two areas have not been researched before in Australia. Yet it is an issue for the majority of small business owners, particularly women.

<p>The literature has traditionally portrayed work-life balance as a women’s issue. However, working men, specifically those classified as Generation X and Generation Y, are starting to speak up and share that they too are struggling with integrating all aspects of their lives. Workers, as well as organizations can benefit when employees have a healthy work-life balance; however, the specific role of organizational leadership must be examined to determine the influence leaders play in assisting employees achieve work-life balance. In addition, further insight is needed to understand how employees in the three generations (Millennials/Gen Y, Gen X, and Baby Boomers), which predominantly comprise the current workplace, view organizational leadership in relationship to work-life balance. Since the voices of women have been studied extensively (Eagly &amp; Carli, 2007; Favero &amp; Heath, 2012; Guillaume &amp; Pochic, 2009; Jyothi &amp; Jyothi, 2012; Roebuck, Smith &amp; Elhaddaoui, 2013; Schueller-Weidekamm &amp; Kautzky-Willer, 2012), this exploratory study examines the perspectives of working men by asking how different generations of men view organizational leadership in light of work-life balance. The researchers used a convenience sample to invite men to participate in an online survey about organizational leadership, work-life balance and generational factors. One hundred one participants provided data, which the authors analyzed using qualitative data analysis techniques. Three major themes emerged. First, Generation Xers and Millennials, in particular, feel more pressure than Baby Boomers to be at home, in the community; and if they are fathers, to be present in their children’s lives. Second, technology both helps and hinders men in integrating their personal and professional lives. Third, organizations are generally more supportive of men’s multiple life roles than they were previously. However, most of the study participants still perceived that putting work first was tantamount to receiving a leadership position. A general conclusion from this exploratory study is work-life balance greatly influences men’s decisions to pursue organizational leadership opportunities. Consequently, the results suggest that organizations, in their effort to acquire and retain talented leaders, should explore and embrace new strategies that support employees in their endeavor to achieve work-life balance.</p>

Abstract Background The purpose of this study is to evaluate if and what social media use influences our patients’ decisions to undergo breast augmentation. Objectives A single-institution study was designed to evaluate women who underwent elective breast augmentation from 2017 to 2018. Methods Patients were contacted via validated, prompted telephone survey. Data regarding their demographic information and social media utilization pertaining to breast augmentation were collected after obtaining verbal consent. Results Inclusion criteria were met by 180 patients, of which 69% participated in the survey. Ninety-seven percent of the participants reported utilizing social media in general; the most common platforms were Facebook, Instagram, and the physician’s website. Millennials (97%) and Generation X (92%) utilized social media the most and none of the baby boomers. Sixty-four percent of participants reported utilizing some form of social media to research breast augmentation, with the most common resource being Instagram. When analyzing the impact of the social media resources utilized by the participants, Instagram was reported as the most impactful at 54%. Only 18% of participants were utilizing a physician’s social media account to research breast augmentation. Among the 50% of patients who utilized social media to compare their surgeon’s work with another physician’s, the majority (83%) were utilizing the physician’s website. Conclusions Social media influences patients’ education and decisions to undergo breast augmentation, with Instagram being the most impactful. This study evaluated the patient population to stay up to date on their social media utilization and resources of education prior to breast augmentation.

Abstract Sexual expression is a lifelong need related to health and wellbeing. However, older adults’ sexuality is often neglected and stigmatized due to societal ageist stereotypes portraying them as asexual. Although baby boomers’ generation resists such portrayals, societal acceptance of sexuality in later life is slow to materialize. The purpose of this study was to explore this acceptance among young adults while focusing on three research questions: (1) How much do young adults know about older adults’ sexuality and how do they feel about it? (2) Do young adults’ knowledge and views of later-life sexuality vary by gender? (3) Do young adults’ views of later-life sexuality vary based on their general attitudes toward sexuality? Data collection included online and intercept survey methods. The sample (N=270) was young (M=21.58 years, SD=4.32) and included 149 women and 113 men. Results revealed that young adults had medium levels of knowledge, yet rather permissive/open-minded attitudes regarding later-life sexuality. Higher levels of knowledge were unrelated to more permissive attitudes. Independent samples t-test revealed no differences by gender in young adults’ knowledge and attitudes. However, multiple regression results indicated that general liberal attitudes toward sexuality (β=.772, t=17.867, p=.000) and viewing sex as leisure activity (β=.147, t=3.338, p=.001) are significant predictors of having more permissive/open-minded attitudes toward older adults’ sexuality (R2=.557, F(3,266)=111.390, p=.000). These findings suggest that socio-psychological (rather than cognitive and demographic) factors drive the acceptance of later-life sexuality among young adults. This study offers valuable insights for knowledge, practice, and advocacy concerning older adults’ sexuality.

AbstractThe ageing population in Canada is dramatically increasing. According to recent demographic projections, roughly 20 percent of Canada’s population will consist of people over the age 65 by 2024. Indeed, the senior population is expected to surpass that of children under the age of 14 by 2017. This growth of the senior cohort signals opportunities for individuals over the age of 50 to challenge stereotypes and embrace active living. Organized sport leagues are a means for seniors to not only embrace active living, but to also re-live and continue living the competitive sports that they played earlier in life. The increasing number of organized sport leagues for this cohort, including the active living philosophy embraced by baby boomers, will probably lead to an increased demand for more organized sport opportunities for this population group. The purpose of this paper is to provide a current state of condition of organized sport leagues for those 50 years of age and over. Specifically, the objective of this paper is to present the evolution of organized sport leagues for those 50 and over while also making suggestions for the future provision of such services. It is concluded that: a) more research is needed to better understand the trend of 50 and over sport leagues, b) municipal sport and recreation administrators should consider establishing more 50 and over sport leagues in their recreation program delivery systems, c) 50 and over sport leagues should better address the needs of specific population groups (e.g., women and ethnic groups), and d) awareness should be enhanced for potential entrepreneurial opportunities for the establishment of 50 and over sport leagues.

<p>Globalization has led to diverse workforce for most of the multinational corporations. Today's workforce is highly diverse based on Gender, Race, Ethnicity, Nationality, Age, Physical capabilities at a surface level and values, attitudes, personality, education and religion at a deeper level.</p><p>Diversity Management means valuing the differences in people. In India, Diversity mostly referred to gender related initiatives in the past. But today companies are moving to include national culture, age, physical ability and sexual orientation. In the context of generational diversity, four generations exist at workplace today namely the Veterans, Baby Boomers, Gen X and Gen Y. Gen Y is born between 1980 and 2000 make up 25% of the world population and nearly half the Indian population. They will soon form the largest employee base for organizations around the globe. However there is lack of substantial academic research on Indian Gen Y. <strong>Purpose</strong>: The study tries to explore and understand the important workplace expectations of Gen Y through the lens of psychological contract. 11 focus group discussions were held with 89 Gen Y employees currently working in IT/ITES companies. It further explores the unique expectations of Gen Y women and Gen Y differently-abled employees which may contribute to the unique elements in their psychological contract. <strong>Research Design/Methodology</strong>: Focus Group Discussions <strong>Exploratory study Findings</strong>: The study revealed that Salary, Career Growth, Opportunities at work, Job Satisfaction and Work Life Balance emerged as the top expectations of Gen Y as a whole. However it was interesting to note that when comparison was made between men, women and differently-abled employees within Gen Y, the expectations were completely different with only challenging work being common to all the three groups. <strong>Research Limitations</strong>: This study is an exploratory study with focus groups and qualitative data. A further large scale cross sectional study needs to be done with quantitative analysis to confirm the important workplace expectations of Gen Y. Study is limited to IT/ITES employees in Bengaluru. Only three specific employee groups under Gen Y namely men, women and differently-abled were explored due to time constraints. Studies in the future can include more employee groups like ex-army employees, employees from rural and urban background, LGBT etc. <strong>Practical Implication</strong>: If IT/ITES organizations want to attract engage and retain young Gen Y employees, they must proactively understand the needs and expectations of these youngsters. It is also critical that specific needs of various employee groups within Gen Y are also understood and met. <strong>Originality</strong>: Until now most organizations have had a reactive approach to managing diversity either as a response to a minority discrimination case or legal compliance. The paper argues for a more proactive approach to managing Generation Y expectations using psychological contract framework which has never been proposed before.</p>

Purpose The purpose of this paper is to demonstrate how generational differences impact America’s workforce as it changes and to provide strategies for companies to address aging Millennials (born 1982-2000), Generation X (born 1961-1981) and Baby Boomers (born 1943-1960). Design/methodology/approach The author's approach was based on research on behalf of the US Senate Special Committee on Aging; insights and expertise from her 20 years at the helm of Generational Targeted Marketing, LLC; her teaching at New York University; her experience working with clients and organizations in a wide range of diverse industries; and the insights from her book Marketing to the Millennial Woman. Findings Every generation is unique. Practitioners, employers and managers of human resources (HR) who understand and respect the differences between Millennials, Generation X and Baby Boomers can develop strategies from a generational point of view and thereby enable these employees to perform at their peak regardless of age. Research limitations/implications Practical examples are given for HR practices in employee retention, benefits, performance management and review, work-life balance, digital and technology applications and for meaningful corporate outreaches. Originality/value This tried and true approach to dealing with distinct generations in the workplace leads to increased employee motivation and satisfaction, so that employees not only remain longer at a job but also are eager and happy to report to work each day; they are more productive; and the company’s bottom line benefits as a result.

This study contributes to two theory streams by examining magazine use among males, along dimensions of age and ethnicity. First, social comparison theory (SCT) is invoked to examine how males use magazine images to benchmark the “ideal” male. Second, a developing theory of magazines as standard bearers for “the ideal woman” is modified to suggest that magazines also set standards for “the ideal man.” Findings of focus groups and interviews with two generations of males—Generation X and Baby Boomers (BBs)—posit that such images tend to fuel males' eventual ambivalence toward their body. Two significant patterns were identified among the data: (1) authority of magazine standards and (2) competition.

A variety of strong external environmental forces are encouraging many organizations to address the issues affecting productivity and quality of work life (QWL). High growth markets, success in competing against foreign organizations, and international market conditions are a few such issues. One must also take into account societal and technological change and the need to successfully manage them. Further, the composition of the work force is far different than in years past. There are more working women and more older workers. There are the “baby boomers” who are better educated, less likelt to accept traditional authority, and who want growth, fulfillment and a voice in the decisions which affect them. Add to these forces the changes in economic and legal environments and the sum would appear to be an increasingly dissatisfied work force. The disparity between what people want at work and what is available is increasing. Organizations of today must learn how to go about improving jobs and the ways people are managed. Traditional approaches to managing organizations just won't work any longer. QWL is no longer just a desirable outcome, it seems to have become a necessary one. Even though quality of work life and productivity are independent outcomes, they are two principal objectives of most organizations. They can (and should) go hand in hand. A growing number of new beliefs, policies and practices have emerged, and today there are many “styles” of QWL. This case study examines one such style. Martin Marietta Denver Aerospace (MMDA) is a large and extremely effective organization. Their comprehensive policy concerning “Commitment to Excellence” is a top-level statement which calls for performance of all activities “with dedication to excellence manifested in integrity of operations, reliable performance to commitments, and exemplary leadership in quality and productivity”. Among the stated objectives of this policy is to “provide a superior work environment for all employees”. In addition to providing the philosophical basis for the Commitment to Excellence (CTE) program, the policy also provides a structure for administering the program. Basically, the overall program is under the direct leadership of the President and his staff which function as the CTE Steering Committee to provide “guidance, direction, and support”. Program/Product Area Vice Presidents and Directors are charged with formulating and conducting an annual program of performance and QWL improvement and reporting to the CTE Steering Committee their activities and accomplishments in execution of the central program. A top-level “CTE Plan” provides general guidance and is comprised of six elements, among which are formal projects (“CTE Projects”) to solve specific problems, and employee involvement programs. The principal interest of this case study is in these two areas. The CTE Projects number seven at present, and a total of twelve are planned for 1986. One of them involves a major reorganization within the company. They are conducted using many of the management and quality control methods developed by W.E. Deming and J.M. Juran. The employee involvement programs include suggestion and recognition approaches as well as quality circles (QCs). This study presents the general QWL methods employed within the context of the CTE program, results to date, future plans and lessons learned. MMDA appears committed to a long term program which includes participatory methods. Organization wide change is involved, and the program appears to be managed by those who understand and accept the strategies and values of such methods. There is a climate of trust, mutual respect, and a commitment on the part of Martin Marietta Denver Aerospace from the Chief Executive on down to employ participatory approaches (in addition to others) to improve productivity, product quality, and quality of work life.

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt; mso-pagination: none;"><span style="color: black; font-size: 10pt;"><span style="font-family: Times New Roman;">Using data from 26,759 respondents, this study examined the differences in financial risk tolerance among leading baby boomers and trailing baby boomers. The study also investigated differences between these two sub-cohorts in perceived risk tolerance and measured risk tolerance as determined by the FinaMetrica Risk Profiling System. The results of this study found that leading boomers were less risk tolerant than trailing boomers. Variables with a positive association with risk tolerance for both groups include higher educational attainment, income, net worth, and gender with men having higher risk tolerance than women. There was dissimilarity between married for leading boomer and trailing boomer. Being marred was negatively associated with risk tolerance for leading boomers and positive for trailing boomers. It was also found that leading boomers, those with less educational attainment, lower income earners and those with a greater number of financial dependents tend to underestimate their risk tolerance.</span></span></p>

Australia’s Intergenerational Reports (2010, 2015) make a case for restraining public expenditure on an ageing population given the sizeable post-WWII baby boom cohort, increasing longevity, and uncertain economic prospects for younger generations. There also is concern for major disparities within older and younger generations resulting from cumulative advantages or disadvantages over the life course. Drawing on national survey data from the Attitudes to Ageing in Australia study, this article investigates perceptions of inequity between age cohorts at two time points (2009–10, 2015–17) focusing on variations by age and gender around lifelong opportunities for baby boomers compared to other groups, share of government benefits, and support for increasing pension age eligibility. The findings indicate a shift in attitudes between 2009–10 and 2015–17 with more in the younger cohorts in 2015–17 reporting better lifelong opportunities for baby boomers; and baby boomers receiving a fair share/more than a fair share of government benefits. With pension age eligibility, there is a small but significant shift in attitudes supporting the increase and a corresponding drop in those opposing it, however opposition is highly gendered with more women in each of the age cohorts opposing it at both time points. While there is a perceptible shift in younger cohorts’ attitudes towards baby boomers’ perceived advantages, overall attitudes are not totally supportive of government arguments for expenditure restraint; although a more overt public discourse on intergenerational inequity is emerging as the declining life prospects of younger cohorts are juxtaposed with tax-advantaged housing and retirement wealth of many older age Australians.

African-American women represent an untapped resource and bring with them transformational characteristics and resilience that are vital to the increasingly complex world of nonprofit leadership. This sector will lose 75% of its leaders soon with the retirement of baby boomers. It is crucial that nonprofits consider the next chapter in leadership. This paper is based on a mixed-methods study of the leadership styles and resilience of African-American women leaders in nonprofit organizations. Including these women in the leadership pool makes sense to the future and continuing success of nonprofit organizations.

Abstract This article investigates White, Black, and Hispanic men’s and women’s access and midlife labor market returns to college quality. To do so, we use data from the National Longitudinal Survey of Youth-1979 Cohort (NLSY-79), merged with college quality information from the Barron’s Admissions Competitiveness Index. Although prior research has investigated similar dynamics in access and returns to higher education, this work typically excludes Hispanics and does not assess enrollments at community colleges and other less competitive colleges where Black and Hispanic enrollments tend to cluster. We find that Black–White and Hispanic–White differences in college quality, to Whites’ advantage, were fully explained or reversed once we accounted for differences in students’ backgrounds. At midlife, Hispanic and especially Black men had lower rates of labor force participation than White men who attended colleges of the same quality. Including such differences (i.e., years of no or part-time work) in assessing the earnings returns to college quality demonstrated striking disadvantages facing college-educated Black men relative to White men, which were not fully accounted for by background characteristics. Employment and earnings returns to college quality were not as disparate by race for women. Relative to White women, we find earnings advantages for Hispanic women among those who attended community colleges. This article demonstrates the utility of taking an intersectional and life course approach to the study of higher education and the economic returns to schooling.

Abstract Objectives How intergenerational relationships influence individuals’ views on aging remains understudied. This study investigated how multiple older family members’ health and financial challenges may shape middle-aged adults’ aging anxiety. Method Married Korean baby boomers (N = 1,389) from the Korean Baby Boomer Panel Study reported on their own aging anxiety and rated each of their living parents’ and in-laws’ health and financial conditions. Using structural equation modeling, we examined how parents’ and in-laws’ health and financial challenges are associated with one’s aging anxiety, and whether gender and frequency of intergenerational contact moderate the link. We expected worse health or financial conditions to be associated with higher levels of aging anxiety, and the effect to be more pronounced for women and those with more contact. Results A worse financial condition of the poorest parent/in-law was associated with higher levels of aging anxiety, while worse health condition of the unhealthiest parent/in-law was associated with lower levels of aging anxiety. The same results were found when we considered the sum of all living parents’ and in-laws’ financial and health conditions. Frequency of contact moderated the effect of the financial condition of the poorest parent/in-law, such that individuals reporting more contact with the poorest parent/in-law showed higher levels of aging anxiety than those with less contact. There was no moderating effect of gender. Discussion The findings highlight the role family ties play in shaping one’s aging anxiety. Interventions aimed at improving views on aging through intergenerational interactions should target the quality of the intergenerational experience.

Despite the many established strategies designed to prevent Human Immunodeficiency Virus (HIV) transmission in the United States, African-American (AA) women are disproportionately affected by the virus. This descriptive qualitative study explored AA women’s experiences of Intergenerational Dialogues (IGD) about HIV prevention. Study participants included 30 AA women representing four generational cohorts (the Silent Generation, Baby Boomers, Generation X, and Millennials). Recruitment occurred in Scott County, Mississippi. Data were collected through in-person, in-depth interviews. Interviews were audio recorded and transcribed verbatim for analysis. Four themes emerged from using conventional content analysis: Acknowledging the Importance of Community Connections; Helping Others by Sharing; Using Self-Knowledge as a Preventive Strategy; and Encouraging Others to Manage Intimate Relationships. Findings suggest that intergenerational dialogues may be an effective strategy to help AA women manage intimate relationships and potentially contribute to preventing HIV transmission.

Abstract Study question What is the degree of acceptance of new family models using Assisted Reproductive Techniques and what is the childbearing perception among different generations in Argentina Summary answer The youngest accept different family conformations through fertility treatments more than olders. They also consider, in greater proportion, that happiness is not linked to childbearing What is known already (1). Human reproduction changed dramatically in the last 40 years, with the development of Assisted Reproductive Treatments (ART) (2). In accordance with the new family models, gender diversity, self-acceptance and social openness, unacceptable until recently, are today a new reality. Since 2013, in Argentina, fertility treatments are regulated under National Law No. 26.862, allowing full access to ART regardless of marital status or sexual orientation. (3). However, there is still a legal vacuum around uterine surrogacy, which hinders treatment particularly in male homosexual couples. Study design, size, duration This is a cross-disciplinary descriptive study based on data obtained from an online self-administered survey. We surveyed a sample of 1800 people from the general population during June 2020. Participants/materials, setting, methods A structured and self-administered survey was carried out through OPINAIA (research consultant). Participants answered voluntarily an anonymous online questionnaire. We stratified our population in 4 groups according to different generations that represent the Argentinean population: Centennials (18-25 years), Millennials (26-35 years), Gen X (36-49 years), Baby Boomers (more than 50 years), respectively. We also stratified our sample by gender, socioeconomic level, and geographic location. Main results and the role of chance The data obtained in our survey showed that 92% of our population expressed an agreement to the use of ART for heterosexual couples, 76% for single women, 65% for single men, 62% for female couples and 59% as to male couples. However, when stratifying by generations, we observed that the youngest showed a clear tendency to accept the new family conformation models with respect to the oldest ones. When comparing by generations, Centennials showed a strong agreement for single women (63%), single men (52%), female couples (60%) and male couples (58%). However, Baby Boomers express agreement on single women (33%), single men (24%), female partners (24%), male partners (22%). So, our data reveals that the prejudices concerning the different family conformations models are less among the youngest. We also observe a tendency towards believing that happiness is not related to parenthood by the younger (Centennials 75%, Millennials 67%, X Generation 64%, Baby Boomers 60%). This is a representative sample of the Argentinean populations, based upon official National census. Thus, it accurately represents the local distribution concerning age, gender, socioeconomic level, and geographic location. Limitations, reasons for caution Our investigation is a descriptive and observational study Wider implications of the findings This is the first study about new family models in Latin America. The study sample represents the national population and reflects clearly social trends. Therefore, it allows predicting future scenarios for policy makers to plan effective education strategies and to consider the distribution of public health funds for fertility treatments. Trial registration number not applicable

Recent acoustic analyses examining English in the North American great lakes region show that the area’s characteristic vowel chain shift, the Northern Cities Shift (NCS), is waning. Attitudinal analyses suggest that the NCS has lost prestige in some NCS cities, such that it is no longer regarded as ‘standard American English’. Socio-cultural and temporal accounts of capital loss and dialect decline remain unexplored, however. This paper examines F1, F2, and diphthongal quality of TRAP produced by 36 White speakers (18 women) in one NCS city—Lansing, Michigan—over the course of the 20th century. I show that TRAP realization is conditioned by gender and birth year, such that women led the change towards NCS realizations into the middle of the 20th century and then away from them thereafter. I discuss these findings against the backdrop of deindustrialization during this time of linguistic reorganization in Lansing. I show that as the regional industry—(auto) manufacturing—loses prestige, so does the regional variant—raised TRAP. This paper adds to our understanding of North American dialectology the importance of deindustrialization and the Baby Boomers to Generation Xer generational transition to our discussion of regional dialect maintenance.

Beauty and wellness are terms used often in common parlance, however their meaning and relation to each other is unclear. To probe their meaning, we applied network science methods to estimate and compare the semantic networks associated with beauty and wellness in different age generation cohorts (Generation Z, Millennials, Generation X, and Baby Boomers) and in women and men. These mappings were achieved by estimating group-based semantic networks from free association responses to a list of 47 words, either related to Beauty, Wellness, or Beauty + Wellness. Beauty was consistently related to Elegance, Feminine, Gorgeous, Lovely, Sexy, and Stylish. Wellness was consistently related Aerobics, Fitness, Health, Holistic, Lifestyle, Medical, Nutrition, and Thrive. In addition, older cohorts had semantic networks that were less connected and more segregated from each other. Finally, we found that women compared to men had more segregated and organized concepts of Beauty and Wellness. In contemporary societies that are pre-occupied by the pursuit of beauty and a healthy lifestyle, our findings shed novel light on how people think about beauty and wellness and how they are related across different age generations and by sex.

The career evolution of computing professionals has been studied very little, especially in Latin America. In a previous study (LAWWCC 2016) we reported results of an exploratory study that aimed to characterize the professional development model of people that studied Computer Sciences in Costa Rica. It reflects the roles and the industrial sectors with which they began their professional career and in which they report are currently working. No important gender differences were depicted in it amongst men and women, since they report similar choices regarding their professional evolution. As a result, some valid concerns were raised regarding the question: do these results represent the female (and male) behavior in all professional career stages? In this study, results, obtained from an online survey responded by 611 professionals in Computer Sciences, are now shown by generations. Professionals are grouped in four generational categories: Baby Boomers, Generation X, Young and Mature Millennials. The main finding is that the professional evolution, with respect to the role and sector in which they perform, revels different behaviors for professionals of different generations. It also reflects that male career evolution shows more role and industry changes than that of female professionals.

Background and Purpose: Stroke is the 3 rd leading cause of death in women and a leading cause of irreversible disability. Physical changes occur during menopause, increasing risk factors for coronary artery disease and stroke. Baby Boomers coming of age will increase the incidence of stroke in the female population. The direct and indirect cost of cardiovascular disease and stroke total more than $320.1 billion a year. The purpose of this research is to make evident, a preventive cardiovascular screening program completed at menopause will decrease mortality and irreversible harm in post-menopausal women; evaluate and compare the healthcare savings for preventive care versus post-stroke treatment; to gain support for further research in menopausal changes, preventive screenings and stroke and to establish support of legislators and insurance companies. Methods: A quantitative and systematic literature review was conducted. Six thousand women reach menopause every day, totaling 2,190,000 a year. An odds ratio of 1:1 participation in the screening was calculated at a probable variable. One in five of these women will have a stroke in their lifetime. A variable of 20% stroke prevention rate, based on pre-screening and subsequent treatment was assigned (n=43,800). Individual cost of care post-stroke estimates at (n=$42,767). A cost-benefit analysis was completed on post-stroke care versus preventive screening costs (n=$1468), based on current preventive program costs. Results: The analysis indicated (n=43,800) women will avoid stroke and/or disability due to cardiovascular preventive screening and warranted treatment versus (n=219,000) who will have a stroke without these measures. This equates to healthcare savings of $253,997,547 a year. Conclusions: Quantitative and systematic literature review and the cost-benefit analysis indicates preventive screenings at menopause will save lives, decrease irreversible disability and healthcare costs. A randomized controlled clinical trial is necessary to further substantiate the significance of preventive screenings and early cardiovascular interventions in menopausal women.

An elderly man of my acquaintance once told me that there was nothing much to recommend living beyond 90. Things have changed over the past two decades, however. These days all he'd need is a touch of Viagra, an attitude reorientation, a little bit of manifesting and he'd be feeling as fit as, as, well … as a man in his 60s. Had he been around now, as a knowledgeable nonagenarian, he need not have mourned the passing of the years. Instead, he could have concentrated on becoming daily younger. As Second Youth so blithely trumpets: "In your youth, your mind, body and spirit are capable of great recuperative powers but, as you get older, you believe that those powers diminish. Not true! As long as you have a will -- and a method -- to improve your life, you will find the power to make it happen." Lacking the method? Look no longer… Books entitled RealAge: Are You as Young as You Can Be? (Roizen 1999) appear at the top of the New York Times best seller list, arguing that some 70-year olds can have the health profile of average 44-year olds within three years of making the right choices. (www.RealAge.com) This is the book's manifesto: The whole point of RealAge is to promote old age. Healthy, vibrant and young old age. RealAge shows you how you can live at eighty with all the energy and vigor of a fifty-five year old, how you can be the ninety year old who still lives on your own, travels and forcefully expresses feisty opinions -- the person who leaves the 'kids' marveling, 'How does she do it?' Having respect for old age means wanting to end the suffering that so often goes along with it. No one wants to be bedridden, afflicted with heart disease, or undergoing cancer treatment. Everyone wants to be able to do all the things he or she has always done and more. [Italics, gendered language, original] (Roizen 1999, p. 10) This website-supported best seller is part of a burgeoning industry which includes Cassel and Vallasi (1999) The Practical Guide to Aging: What Everyone Needs to Know, and Perls and Silver (1999) Living to 100: Lessons in Living to Your Maximum Potential at Any Age. "‘People have gotten old before, but never this many people and never this many people with such a high level of education … [boomers] will become obsessed with health and prevention of all the infirmities that accompany aging’ predicts Russell." (Wetzstein 1999, citing Russell.) The hypothesis put forward by Russell, by Wetzstein (1999) and by others, is that this is an 'age and stage' issue. It represents a new generational perspective reflective of the mindset and the life experience of the post mid-1940s 'baby boomer'. This website-supported best seller is part of a burgeoning industry which includes Cassel and Vallasi (1999) The Practical Guide to Aging: What Everyone Needs to Know, and Perls and Silver (1999) Living to 100: Lessons in Living to Your Maximum Potential at Any Age. "‘People have gotten old before, but never this many people and never this many people with such a high level of education … [boomers] will become obsessed with health and prevention of all the infirmities that accompany aging’ predicts Russell." (Wetzstein 1999, citing Russell.) The hypothesis put forward by Russell, by Wetzstein (1999) and by others, is that this is an 'age and stage' issue. It represents a new generational perspective reflective of the mindset and the life experience of the post mid-1940s 'baby boomer'. Boomers refuse to see 40 as middle aged (Wetzstein 1999), and would perish the thought that the Rolling Stones would ever retire. They define 50s as ‘Second youth’. (Gabriel & Molli 1995) They continue to participate in adventure and encounter holidays and subscribe to complementary health care regimes and new age approaches to daily life. They sign up for www.lovinguniversity.net and marvel at how much younger 43-yr old founder Susan Bradley looks on her website than in a recent Who Weekly (2001, p. 71). This baby boomer refusal to age has manifested itself widely in general and specialist consumer magazines, in broadcast TV and radio shows concentrating on good health and super-fitness, and in other elements of popular culture. Even given the hype, however, this new perspective might have long-term beneficial health/medical effects. The aging of the boomer generation may not be accurately predictable from the data collected from other generations with other mindsets. The back cover of Second Youth proclaims: "Desperate and aging far too fast she staked everything on discovering a natural source of Young Women's Hormones. Now, her triumph gives you thirty extra years of Second Youth. Age moved backwards for this woman. Just as it can -- this very month -- for you". (Gabriel & Molli 1995, back cover) Did someone mention snake oil? Or Bluebeard? Coupled with an optimism that allows them to forecast health and happiness into double-digit decades, however, boomers have a demonstrable suspicion of conventional medical ‘authority’ and a willingness to do their own research on health topics of interest. According to Mycek (1999) "In 1998, the [US] bill for homeopathic remedies (chiropractic and massage therapy, vitamins, yoga, herbal remedies, hypnosis, acupuncture) exceeded the total gross domestic product of all [US] hospitals put together." For boomers, a greater emphasis on health is not going to mean more of the same health care products, delivered in the same way. It is going to mean doing things differently. But is this a healthy way for us to look at aging and (shall we mention the word) death? Is our desire/burning commitment to remain indefinitely young and healthy in some way 'sick'? It is eminently reasonable to hypothesise -- as many people approaching their 'middle years' do -- that baby boomers are aiming to reinvent the aging process. (Dychtwald, 1999) The past quarter century has seen the burgeoning growth of preventative/health promotion and complementary health promoting services including nutritionists, naturopaths, chiropractors, rebalancers, meditation teachers, physiotherapists, counsellors and life coaches. The oldest members of the richest, best informed, most numerous generation in history are turning 55. The boomers (born from 1946--1960) can't put off for any longer the fact that -- chronologically -- they are approaching middle age. But what does this mean to a generation with many members who would rather be dead than old? Does the denial of chronological age, and the espousal of 'physiological age' (the premise upon which the RealAge philosophy and empire is built) represent a sick fantasy to avoid accepting our mortality? Baby boomers are a specific, much researched, sociocultural phenomenon. Their aim is to move beyond actuarial projections to re-write expectations of aging. From the self-help movement to the success of the potency drug Viagra, there is ample evidence that boomers have plans and expectations for their own aging processes that differ radically from those adopted by their parents. People born into the prosperity and plenty of the early post-WWII years often police their health attitudes and behaviours in proactive ways. These patterns are likely to impact upon their health profiles in the future and to influence the creation of services tailored to meet different hopes, fears and expectations. Who says Cher can't look young forever? Most health care planning is based on actuarial data that examines past events and extrapolates from these events into the future. However, this is not likely to result in a valid prediction of the health and aging patterns of the boomer generation. Graham May is a futurologist. He suggests that (May 2000), in anticipating the future, we are attempting either to foresee it, to manage it, or to create it. The philosophical distinctions between these perspectives provide different rationales for those who wish to influence the future. Attempts to foresee, or predict, the future – for example by extrapolating trends – presuppose that in some very particular ways the future already exists and/or is closely related to the forces evident in the present and the past. Managing the present with the future in mind accepts that present actions and decisions influence the future, and suggests that the future does not exist and is capable of being influenced by our current choices. The creation of the future – through techniques such as ‘creative visioning’ – works on the basis that once situations that do not exist have been imagined they can be brought into existence. These three approaches, separately and in parallel, offer ways of negotiating the uncertainty and essential unpredictability of the future, and of longevity and fitness. The longevity and second youth approach combines the idea of managing the future and envisioning it: 'the manifestation' approach. Baby boomers have already created a different future for our society. They are credited with re-writing the institutions of marriage (via de factos, divorce, blended families, single parents, older pregnancies); marketing (psychodemographics rather than age, sex, socioeconomic status); religion (the decline of the Church and the rise of new age philosophies, faith healing, angels on demand); education (just-in-time learning, lifelong learning); work practices -- and health. The boomers are also rewriting what aging means for them, and to them. Using popular culture starting points, such as Second Youth and RealAge, it seems that a major boomer project of the next twenty years is working to defy/turn back the aging clock. This project is invested with the hopes, fears, dreams and expectations of millions of citizens in western societies. Boomers are practical, however, as well as ‘just in time’ and they know that a belief that they can do it is half the battle. Let's assume that although many boomers are already fitter and healthier than any generation before them at their age, others may be intending to ‘make a break’ for fitness as an early priority of their retirement. Boomers may also expect their retirement years to be years of health and plenty, and they seem to indicate that they're prepared actively to work with these goals in mind. However, not all will be successful in beating their biology. How do boomers expect to manage their own chronic ailments in the future: arthritis, failing hearing and sight, late onset diabetes, heart disease, incontinence, dementia etc? Will the stem cell implants solve all foreseeable problems? Excluding alternative and complementary medical strategies, the health care industry is one of the biggest sectors of the economy representing 8% GDP (and rising). As indicated by its growing place in popular culture, health is also a hobby, pastime and pleasure – and the contemporary obsession with health is … sick. Although the social advantage to be conferred by living as healthily as possible, and as well as possible, is self-evident, it may require a level of selfishness and self-absorption unparalleled in human history. More to the point, however, this approach to getting older brings problems of its own. Firstly, it is built on a fear of aging, and a wish to deny the aging process which may become more desperate as the years (and they will) take their toll. Far from increasing the pleasure and satisfaction of 'a good age' this dynamic, operating over the decades, is as likely to build frustration, depression and a sense of powerlessness. As a (breast) cancer patient once told me: 'It's bad enough having cancer without everyone else thinking it's my fault for not having a positive enough attitude!' Aging is going to happen -- will we go with the flow - or end up like King Canute, with wet feet, trying to turn back the tide? Secondly, this perspective is counter-productive in fetishising a numerical age. When we're so focused on chronological age, biological age and the celebrating of our first, second and third 'year younger' parties (with fruit and water, please) we're not coming to terms with what's real for us in our ecological niche. Humanity is comprised of sentient, vertebrate, mammals. Far better to know our life cycle, and plan our lives to fit within it, than to pretend it can be revered. Much better to accept that we can be a very fit seventy year old (or a very unfit seventy year old) than to persuade ourselves that 'That's just my chronology, my real age is 44.' I'm sure we'll all be able to tell the difference… If anyone seriously believed the hype of living 26 years younger, you'd have to feel more than sorry for them. You'd have to suspect that maybe, even if they were blissfully unaware of it, they're a little bit sick. I gather that there's a Centre for Positive Aging recently started up in Perth: that's something altogether healthier References Cassel, C. and Vallasi, G. The Practical Guide to Aging: What Everyone Needs to Know. New York: New York University Press, 1999. Dychtwald, K. 'Age power': how the new-old will transform medicine in the 21st century, Geriatrics, vol. 54, no. 12, 1999, 22—7. Gabriel, V. and Molli, J. Second Youth, Melbourne: Bookman Press, 1995. May, G. Worldviews, assumptions and typologies of the future, Journal of Future Studies, vol. 5, no. 2, November, 2000, 37—51 Mycek, S. We’re not in Kansas anymore, Trustee, vol. 52, no. 8, 1999, 20—4 Perls, T. and Silver, M. Living to 100: Lessons in Living to Your Maximum Potential at Any Age, New York: Basic Books, 1999. Roizen, M. RealAge: Are You as Young as You Can Be? London: Thorsons, 1999 Wetzstein, C. Boomers’ new quest: to be forever young, Insight on the News, vol. 15, no. 24, 28th June, 1999, 40 Who Weekly Love is in the air, no. 474, 2 April, 2001, 71

IntroductionThis paper addresses two separate notions of embodiment – western maternal embodiment and art making as a form of embodied critical resistance. It takes as its subject breeder; my unpublished five minute video installation from 2012, which synthesises these two separate conceptual framings of embodiment as a means to visually and conceptually rupture dominant ideologies surrounding Australian motherhood. Emerging from a paradoxical landscape of fear, loathing and desire, breeder is my dark satirical take on ambivalent myths surrounding suburban Australian motherhood. Portraying my white, heavily pregnant body breeding, cooking and consuming pink, sugar-coated butterflies, breeder renders literal the Australian mother as both idealised nation-builder and vilified, self-indulgent abuser. A feminine reification of Goya’s Saturn Devouring His Children, breeder attempts to make visible my own grapplings with maternal ambivalence, to complicate even further, the already strained position of motherhood within the Australian cultural imaginary. Employing the mediums of video and performance to visually manifest an ambivalent protagonist who displays both nurturing maternal ideals and murderous inclinations, breeder pushes contradictory maternal expectations to their breaking point and challengingly offers the following proposition: “This is what you want; but what you’ll get is so much more than you bargained for” (Grosz 136). Drawing upon critical, feminist theorising that challenges idealised views of motherhood; accounts of motherhood by mothers themselves; as well as my own personal grapplings with maternal expectations, this paper weaves reflexive writing with textual analysis to explore how an art-based methodology of embodied critical resistance can problematise representations of motherhood within Australia. By visualising the disjuncture between dominant representations of motherhood that have saturated Australian mainstream media since the late 1990s and the complex ambivalent reality of some women’s actual experiences of mothering, this paper discusses how breeder’s intimate portrayal of maternal domesticity at the limits of tolerability, critically resists socially acceptable mothering practices by satirising the cultural construct of motherhood as a means “to use it, deform it, and make it groan and protest” (Nietzsche qtd. in Gutting).Contradictory Maternal KnowledgeImages of motherhood are all around us; communicating ideals and stereotypes that tell us how mothers should feel, think and act. But these images and the concepts of motherhood that underpin them are full of contradictions. Cultural representations of the idealised and sometimes “yummy mummy” - middle class, attractive, healthy, sexy and heterosexual – (see Fraser; Johnson), contrast with depictions of “bad” mothers, leading to motherhood being simultaneously idealised and demonised within the popular press (Bullen et al.; McRobbie, Top Girls; McRobbie, In the Aftermath; McRobbie, Reflections on Feminism; Walkerdine et al.). Mothers own accounts of motherhood reflect these unsettling contradictions (Miller; Thomson et al.; Wilkinson). Claiming the maternal experience is both “heaven and hell” due to the daily experience of irreconcilable and contradictory feelings (Coward), mothers (myself included), silently struggle between feelings of extreme love and opposing feelings of failure, despair and hate as we get caught up in trying to achieve a set of ideals that promulgate standards of perfection that are beyond our reach. Surrounded by images of motherhood that do not resonate with the contradictory nature of the lived maternal experience, mothers are “torn in two” as we desperately try to reconcile or find absolution for maternal emotions that dominant cultural representations of motherhood render unacceptable. According to Roszika Parker, this complicated and contradictory experience where a mother has both loving and hating feelings for her child is that of maternal ambivalence; a form of exquisite suffering that oscillates between the overwhelming affect of blissful gratification and the raw edges of bitter resentment (Parker 1). As Parker states, maternal ambivalence refers to:Those fleeting (or not so fleeting) feelings of hatred for a child that can grip a mother, the moment of recoil from a much loved body, the desire to abandon, to smash the untouched plate of food in a toddler’s face, to yank a child’s arm while crossing the road, scrub too hard with a face cloth, change the lock on an adolescent or the fantasy of hurling a howling baby out of the window (5).However, it is not only feelings of hatred that stir up ambivalence in the mother, so too can the overwhelming intensity of love itself render the rush of ambivalence so surprising and so painful. Commenting on the extreme contradictory emotions that fill a mother and how not only excessive hatred, but excessive love can turn dangerously fatal, Parker turns to Simone De Beauvoir’s idea of “carnal plenitude”; that is, where the child elicits from the mother, the emotion of domination; where the child becomes the “other” who is both prey and double (30). For Parker, De Beauvoir’s “carnal plenitude” is imaged by mothers in a myriad of ways, from a desire to gobble up the child, to feelings of wanting to gather the child into a fatal smothering hug. Commenting on her own unsettling love/hate relationship with her child, Adrienne Rich describes her experiences of maternal ambivalences as “the murderous alternation between bitter resentment and raw-edged nerves and blissful gratification and tenderness” (363). Unable to come to terms with this paradox at the core of the unfolding process of motherhood, our culture defends itself against this illogical ambivalence in the mother by separating the good nurturing mother from the bad neglectful mother in an attempt to deny the fact that they are one and the same. Resulting in a culture that either denigrates or idealises mothers, we are constantly presented with images of the good perfect nurturing mother and her murderous alter ego; the bad fatal mother who neglects and smothers. This means that how a mother feels about mothering or the meaning it has for her, is heavily determined by cultural representations of motherhood. Arguing for a creative transformation of the maternal that breaches the mutual exclusivities that separate motherhood, I am called to action by Susan Rubin Suleiman, who writes (quoting psychoanalyst Helene Deutsch): “Mothers don’t write, they are written” (Suleiman 5). As a visual attempt to negotiate, translate and thus “write” my lived experience of Australian motherhood, breeder gives voice to the raw material of contradictory (and often taboo experiences) surrounding maternal embodiment and subjectivity. Hijacking and redeploying contradictory understandings and representations of Australian motherhood to push maternal ideals to their breaking point, breeder seeks to create a kind of “mother trouble” that challenges the disjuncture between dominant social constructions of motherhood designed to keep us assigned to our proper place. Viscerally embracing the reality that much of life with small children revolves around loss of control and disintegration of physical boundaries, breeder visually explores the complex and contradictory performances surrounding lived experiences of mothering within Australia to complicate even further the already strained position of western maternal embodiment.Situated Maternal KnowledgeOver the last decade and a half, women’s bodies and their capacity to reproduce have become centre stage in the unfolding drama of Australian economic policy. In 1999 fears surrounding dwindling birth-rates and less future tax revenue, led then Victorian Premier Jeff Kennett to address a number of exclusive private girls’ schools. Making Australia-wide headlines, Kennett urged these affluent young women to abandon their desire for a university degree and instead invited them to consider motherhood as the ultimate career choice (Dever). In 2004, John Howard’s Liberal government made headlines as they announced the new maternity allowance; a $3000 lump-sum financial incentive for women to leave work and have babies. Ending this announcement by urging the assembled gathering of mostly male reporters to go home and have “one for the Dad, one for the Mum and one for the Country” (Baird and Cutcher 103), Federal Treasurer Peter Costello made a last ditch effort to save Baby Boomers from their imminent pensionless doom. Failing to come to terms with the impending saturation of the retirement market without the appropriate tax payer support, the Liberal Government turned baby-making into the ultimate Patriotic act as they saw in women bodies, the key to prevent Australia’s looming economic crisis. However, not all women’s bodies were considered up to the job of producing the longed for “Good tax-paying Citizen” (Tyler). Kennett only visited exclusive private girls’ schools (Ferrier), headhunting only the highest calibre of affluent breeders. Blue-collar inter-mingling was to be adamantly discouraged. Costello’s 2004 “baby bonus” catch-cry not only caused international ire, but also implicitly relegated the duty of child-bearing patriotism to a normalised heterosexual, nuclear family milieu. Unwed or lesbian mothers need not apply. Finally, as government spokespeople repeatedly proclaimed that the new maternity allowance was not income tested, this suggested that the target nation-builder breeder demographic was the higher than average income earner. Let’s get it straight people – only highly skilled, high IQ’s, heterosexual, wedded, young, white women were required in this exclusive breeding program (see Allen and Osgood; Skeggs; Tyler). And if the point hadn’t already been made perfectly clear, newspaper tabloids, talkback radio and current affairs programs all over the country were recruited to make sure the public knew exactly what type of mother Australia was looking for. Out of control young, jobless single mothers hit the headlines as fears abounded that they were breeding into oblivion. An inherently selfish and narcissistic lot, you could be forgiven for thinking that Australia was running rampant with so-called bogan single mothers, who left their babies trapped in hot airless cars in casino carparks all over the country as they spent their multiple “baby bonus’” on booze, ciggies, LCD’s and gambling (see Milne; O’Connor; Simpson and Dowling). Sucking the economy dry as they leeched good tax-payer dollars from Centrelink, these undesirables were the mothers Australia neither needed nor wanted. Producing offspring relegated to the category of bludgerhood before they could even crawl, these mothers became the punching bag for the Australian cultural imaginary as newspaper headlines screamed “Thou Shalt Not Breed” (Gordon). Seen as the embodiment of horror regarding the ever out-of-control nature of women’s bodies, these undesirable mothers materialised out of a socio-political landscape that although idealised women’s bodies as Australia’s economic saviour, also feared their inability to be managed and contained. Hoarding their capacity to reproduce for their own selfish narcissistic desires, these white trash mothers became the horror par excellence within the Australian cultural imaginary as they were publically regarded as the vilified evil alter-ego of the good, respectable white affluent young mother Australian policy makers were after. Forums all over the country were inundated. “Yes,” the dominant voices seemed to proclaim: “We want to build our population. We need more tax-paying citizens. But we only want white, self-less, nurturing, affluent mothers. We want women who can breed us moral upstanding subjects. We do not want lazy good for nothing moochers.” Emerging from this paradoxical maternal landscape of fear, loathing and desire, breeder is a visual and performative manifestation of my own inability to come to terms with the idealisation and denigration of motherhood within Australia. Involving a profound recognition that the personal is still the political, I not only attempt to visually trace the relationship between popular Australian cultural formations and individual experiences, but also to visually “write” my own embodied grapplings with maternal ambivalence. Following the premise that “critique without resistance is empty and resistance without critique is blind” (Hoy 6), I find art practice to be a critically situated and embodied act that can openly resist the power of dominant ideologies by highlighting maternal corporeal transgressions. A creative destablising action, I utilise the mediums of video and performance within breeder to explore personal, historical and culturally situated expectations of motherhood within Australia as a means to subvert dominant ideologies of motherhood within the Australian cultural imaginary. Performing Maternal KnowledgeReworking Goya’s Romantic Gothic vision of fatherhood in Saturn Devouring His Children, breeder is a five minute two-screen video performance that puts an ironic twist to the “good” and “bad” myths of Australian motherhood. Depicting myself as the young white heavily pregnant protagonist breeding monarch butterflies in my suburban backyard, sugar-coating, cooking and then eating them, breeder uses an exaggerated kitsch aesthetic to render literal the Australian mother as both idealistic nation-builder and self-indulgent abuser. Selfishly hoarding my breeding potential for myself, luxuriating and devouring my “offspring” for my own pleasure and delight rather than for the common good, breeder simultaneously defies and is complicit with motherhood expectations within the suburban Australian imaginary. Filmed in my backyard in the southern suburbs of Perth, Western Australia, breeder manifests my own maternal ambivalence and deliberately complicates the dichotomous and strained position motherhood holds in western society. Breeder is presented as a two screen video installation. The left screen is a fast-paced, brightly coloured, jump-cut narrative with a pregnant protagonist (myself). It has three main scenes or settings: garden, kitchen and terrace. The right screen is a slow-moving flow of images that shows the entire monarch butterfly breeding cycle in detail; close ups of eggs slowly turning into caterpillars, caterpillars creating cocoons and the gradual opening of wings as butterflies emerge from cocoons. All the while, the metamorphic cycle is aided by the pregnant protagonist, who cares for them until she sets them free of their breeding cage. In the left screen, apricot roses, orange trees, yellow hibiscus bushes, lush green lawns, a swimming pool and an Aussie backyard garden shed are glimpsed as the pregnant protagonist runs, jumps and sneaks up on butterflies while brandishing a red-handled butterfly net; dressed in red high heels and a white lace frock. Bunnies with pink bows jump, dogs in pink collars bark and a very young boy dressed in a navy-blue sailor suit all make cameo appearances as large monarch butterflies are collected and placed inside a child’s cherry red insect container. In a jump-cut transition, the female protagonist appears in a stark white kitchen; now dressed in a bright pink and apricot floral apron and baby-pink hair ribbon tied in a bow in her blonde ponytail. Standing behind the kitchen bench, she carefully measures sugar into a bowl. She then adds pink food colouring into the crystal white sugar, turning it into a bright pink concoction. Cracking eggs and separating them, she whisks the egg whites to form soft marshmallow peaks. Dipping a paint brush into the egg whites, she paints the fluffy mixture onto the butterflies (now dead), which are laid out on a well-used metal biscuit tray. Using her fingers to sprinkle the bright pink sugar concoction onto the butterflies, she then places them into the oven to bake and stands back with a smile. In the third and final scene, the female protagonist sits down at a table in a garden terrace in front of French-styled doors. Set for high tea with an antique floral tea pot and cup, lace table cloth and petit fours, she pours herself a cup of tea. Adding a teaspoon of sugar, she stirs and then selects a strawberry tart from a three-tiered high-tea stand that holds brightly iced cupcakes, cherry friands, tiny lemon meringue pies, sweet little strawberry tarts and pink sugar coated butterflies. Munching her way through tarts, pies, friands and cupcakes, she finally licks her lips and fuchsia tipped fingers and then carefully chooses a pink sugar coated butterfly. Close ups of her crimson coated mouth show her licking the pink sugar-crumbs from lips and fingers as she silently devours the butterfly. Leaning back in chair, she smiles, then picks up a pink leather bound book and relaxes as she begins to read herself into the afternoon. Screen fades to black. ConclusionAs a mother I am all fragmented, contradictory; full of ambivalence, love, guilt and shame. After seventeen years and five children, you would think that I would be used to this space. Instead, it is a space that I battle to come to terms with each and every day. So how to strategically negotiate engrained codes of maternity and embrace the complexities of embodied maternal knowledge? Indeed, how to speak of the difficulties and incomparable beauties of the maternal without having those variously inflected and complex experiences turn into clichés of what enduring motherhood is supposed to be? Visually and performatively grappling with my own fallout from mothering ideals and expectations where sometimes all I feel I am left with is “a monster of selfishness and intolerance” (Rich 363), breeder materialises my own experiences with maternal ambivalence and my inability to reconcile or negotiate multiple contradictory identities into a single maternal position. Ashamed of my self, my body, my obsessions, my anger, my hatred, my rage, my laughter, my sorrow and most of all my oscillation between a complete and utter desire to kill each and every one of my children and an overwhelming desire to gobble them all up, I make art work that is embedded in the grime and grittiness of my everyday life as a young mother living in the southern suburbs of Western Australia. A life that is most often mundane, sometimes sad, embarrassing, rude and occasionally heartbreaking. A life filled with such simple joy and such complicated sorrow. A life that in reality, is anything but manageable and contained. Although this is my experience, I know that I am not the only one. As an artist I engage in the embodied and critically resistant practice of sampling from my “mother” identities in order to bring out multiple, conflictive responses that provocatively encourage new ways of thinking and acknowledging embodied maternal knowledge. Although claims abound that this results in a practice that is “too personal” or “too specific” (Liss xv), I do not believe that this in fact risks reifying essentialism. Despite much feminist debate over the years regarding essentialist/social constructivist positions, I would still rather use my body as a site of embodied knowledge then rhetorically give it up. Acting as a disruption and challenge to the concepts of idealised or denigrated maternal embodiment, the images and performances of motherhood in breeder then, are more than simple acknowledgements of the reality of the good and bad mother, or acts reclaiming an identity that they taught me to despise (Cliff) or rebelling against having to be a "woman" at all. Instead, breeder is a lucid and explicit declaration of intent that politely refuses to keep every maternal body in its place.References Allen, Kim, and Jane Osgood. “Young Women Negotiating Maternal Subjectivities: The Significance of Social Class.” Studies in the Maternal. 1.2 (2009). 30 July 2012 ‹www.mamsie.bbk.ac.uk›.Almond, Barbara. The Monster Within. Berkeley: University of California Press, 2011.Baird, Marian, and Leanne Cutcher. “’One for the Father, One for the Mother and One for the Country': An Examination of the Construction of Motherhood through the Prism of Paid Maternity Leave.” Hecate 31.2 (2005): 103-113. Bullen, Elizabeth, Jane Kenway, and Valerie Hey. “New Labour, Social Exclusion and Educational Risk Management: The Case of ‘Gymslip Mums’.” British Educational Research Journal. 26.4 (2000): 441-456.Cliff, Michelle. Claiming an Identity They Taught Me to Despise. Michigan: Persephone Press, 1980.Coward, Ross. “The Heaven and Hell of Mothering: Mothering and Ambivalence in the Mass Media.” In Wendy Hollway and Brid Featherston, eds. Mothering and Ambivalence. London: Routledge, 1997.Dever, Maryanne. “Baby Talk: The Howard Government, Families and the Politics of Difference.” Hecate 31.2 (2005): 45-61Ferrier, Carole. “So, What Is to Be Done about the Family?” Australian Humanities Review (2006): 39-40.Fraser, Liz. The Yummy Mummy Survival Guide. New York: Harper Collins, 2007.Gutting, Gary. Foucault: A Very Short Introduction. New York: Oxford University Press, 2005.Gordon, Josh. “Thou Shalt Not Breed.” The Age, 9 May 2010.Grosz, Elizabeth. Volatile Bodies. St Leonards: Allen and Unwin, 1986.Hoy, David C. Critical Resistance. Cambridge: MIT Press, 2005.Johnson, Anna. The Yummy Mummy Manifesto: Baby, Beauty, Body and Bliss. New York: Ballantine, 2009.Liss, Andrea. Feminist Art and the Maternal. Minneapolis: University of Minnesota Press, 2009.McRobbie, Angela. “Top Girls: Young Women and the Post-Feminist Sexual Contract.” Cultural Studies. 21. 4. (2007): 718-737.---. In the Aftermath of Feminism: Gender, Culture and Social Change. London: Sage. 2008.---. “Reflections on Feminism, Immaterial Labour and the Post-Fordist Regime.” New Formations 70 (Winter 2011): 60-76. 30 July 2012 ‹http://dx.doi.org.dbgw.lis.curtin.edu.au/10.3898/NEWF.70.04.2010›.Miller, Tina. Making Sense of Motherhood: A Narrative Approach. Cambridge: Cambridge University Press. 2005.Milne, Glenn. “Baby Bonus Rethink.” The Courier Mail 11 Nov. 2006. 30 Sep. 2011 ‹http://www.couriermail.com.au/news/national-old/baby-bonus-rethink/story-e6freooo-1111112507517›.O’Connor, Mike. “Baby Bonus Budget Handouts a Luxury We Can Ill Afford.” The Courier Mai. 5 Dec. 2011. 30 Apr. 2012 ‹http://www.couriermail.com.au/news/opinion/handouts-luxury-we-can-ill-afford/story-e6frerdf-1226213654447›.Parker, Roszika. Mother Love/Mother Hate, London: Virago Press, 1995.Rich, Adrienne. “Anger and Tenderness.” In M. Davey, ed. Mother Reader. New York: Seven Stories Press, 2001.Simpson, Kirsty, and Jason Dowling. “Gambling Soars in Child Bonus Week”. The Sunday Age Aug. 2004. 28 Apr. 2012 ‹http://www.couriermail.com.au/news/opinion/handouts-luxury-we-can-ill-afford/story-e6frerdf-1226213654447›.Skeggs, Beverly. Formations of Class and Gender: Becoming Respectable. London: Sage, 1997.Suleiman, Susan. “Writing and Motherhood,” Mother Reader Ed. Moyra Davey. New York: Seven Stories Press, 2001. 113-138Thomson, Rachel, Mary Jane Kehily, Lucy Hadfield, and Sue Sharpe. Making Modern Mothers. Bristol: Policy Press, 2011. 30 July 2012 ‹http://www.policypress.co.uk/display.asp?K=9781847426055&sf1=keyword&st1=motherhood&m=1&dc=16›.Tyler, Imogen. “’Chav Mum, Chav Scum’: Class Disgust in Contemporary Britain.” Feminist Media Studies 8.2. (2008): 17-34. 31 July 2012 http://dx.doi.org/10.1080/14680770701824779›.Walkerdine, Valerie, Helen Lucey, and Melody June. Growing Up Girl: Psychosocial Explorations of Gender and Class. London: Palgrave. 2001. Wilkinson, Tony. Uncertain Surrenders: The Coexistence of Beauty and Menace in the Maternal Bond and Photography. PhD thesis. Perth: Edith Cowan University, 2012. 31 July 2012 ‹http://ro.ecu.edu.au/cgi/viewcontent.cgi?article=1458&context=theses›.

According to their birth years, millennial generation makes up the rapid growing segment of the workforce for the past several years and continue to increase by time. In 2016, AON as a global leader in human resources consultant shows that millennial and beyond will dominate global workforce in 2025, they make up to 75 percent of workforce composition that was once accommodate by Gen X or Baby Boomers. Due to this situation, it is critical to a business organization of how to adapt, evolve and learn what makes millennial attract and stick in order to acquiring the best talent or workforce based on job qualification and also maintaining their satisfaction in workplace. Work environments that are not adapt in order to accommodate workforce or employee with different attitudes and expectation somehow may struggle with productivity challenge (Stewart, Oliver, Cravens, & Oishi, 2017). Therefore, this research aiming to understanding the role of job satisfaction in a workplace from millennial generation’s perspective and examine which of job satisfaction dimension that will give significant impact to satisfied millennial workforce with their job. Moreover, consider overall impact of job satisfaction on organizational performance. Using purposive sampling method, data collected from 104 respondents by questionnaire with several criteria such as a man or woman, must be an active employee in Bandung specifically in Food and Beverages company also within the age range of 19-39 years old (generation Y or millennial generation). The data collected analyzed with descriptive analysis and multiple linear regression analysis. The results show that four dimensions of job satisfaction such as promotion, pay, supervision and co-workers that used as an independent variable in this research are significantly have an influence toward organizational performance which those independent variables could explain for about 78,9% of the dependent variable. Keywords: Job Satisfaction, Millennial Generation, Organizational Performance

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisement is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisements and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisements. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>