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Unit Four When MTV Goes CEO

When MTV Goes CEO

1. A generation is defined by a common age location in history and a collective peer personality. What do you know about the different generations in America in the 1900s?

Look at the following chart. Match the generation names on the left column with their birth years on the right. Say something about each of the generations.

Greatest Generation 1965–1976

Silent Generation 1965–1980

Baby Boomers 1925–1945

Beat Generation 1911–1924

Baby Busters 1977–1994

Generation X 1948–1962

Generation Y 1946–1964

2. Look at the title of the following text: When MTV Goes CEO. What does MTV possibly refer to here? What does the title mean? What do you expect to read from this passage?

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新視角研究生英語讀說寫

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When MTV Goes CEO

by Susan M. Keaveney

As professor of marketing at the University of Colorado, Keaveney teaches

marketing management, international marketing, and services marketing for the graduate School of Business and Executive MBA programs. She has also worked in retail, financial services, and health care, and has been active in the ―internationalization‖ of business schools.

In the following article, Susan Keaveney provides a broad definition of Generation

Xers, under headings such as ―latchkey kids‖, ―techno-babes‖, ―life-balancers‖, and ―free agents‖. She concludes with a number of questions abou t how members of this generation

will behave by the middle of the millennium.

This article is taken from Acting on Words.

What happens when the ―unmanageables‖ become managers?

―Who will take the helm?‖ is one question that will keep CEOs awake at

night in the next millennium. Most wonder what corporate culture in services

firms will look like when the 40 million Gen Xers1 in the work force — now

twenty-and thirty-something employees — take over as managers.

Much has been written about Gen X employees, most of it negative. Early

studies accused them of being arrogant, uncommitted, unmanageable slackers

— disrespectful of authority, scornful of paying dues —tattooed and pierced

youths who ―just don’t care.‖ Recent interpretations, however, offer some new

and somewhat different insights.

Arrogance or Independence?

Gen Xers have been characterized as the ―latchkey kids2‖ of the 70’s and

80’s; often left on their own by divorced and / or working parents, these young

people became adept at handling things on their own and in their own ways.

Many became self-motivating, self-sufficient, and creative problem-solvers.

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