ERIC Number: EJ818475
Record Type: Journal
Publication Date: 2008
Reference Count: 43
Research on Youth in an Age of Complexity: The Rockefeller Youth Task Force and Daniel Yankelovich, 1965-1975
Richardson, Theresa M.
American Educational History Journal, v35 n1 p185-203 2008
The period between 1965 and 1975 encompasses important events associated with the peak of the youth movement in the 1960s and its demise in the 1970s. The period was an "age of complexity" according to Daniel Yankelovich, a social scientist hired by John D. Rockefeller 3rd's Youth Task Force to study the wave of protests that Rockefeller felt threatened the nation's future as well as his family's interests in entrepreneurial capitalism and philanthropy. This study examines research on youth conducted by Yankelovich as guided by and supported financially by John D. Rockefeller 3rd. The research was conducted formally under the auspices of a Youth Task Force supported by John D. Rockefeller 3rd's private philanthropy, the JDR 3rd Fund established in 1963. Yankelovich's early work is reflected in his contemporary efforts to produce "syndicated and custom research to identify and reach consumers." The approach to contemporary subjects also reflects the successful strategy of earlier studies on target groups such as youth. Yankelovich's insight was that seemingly monolithic groups such as the emergent anti-establishment youth culture of the 1960s were in fact divided into subgroups with divergent interests that could be manipulated. For this purpose, longitudinal surveys could produce databases with intelligence information and strategies on how to produce a desired result such as de-escalating the radical aspects of the movement and elevating the more moderate voices.
Descriptors: Interests, Social Scientists, Private Financial Support, Social Systems, Surveys, Higher Education, College Students
IAP - Information Age Publishing, Inc. PO Box 79049, Charlotte, NC 28271-7047. Tel: 704-752-9125; Fax: 704-752-9113; e-mail: email@example.com; Web site: http://www.infoagepub.com/products/journals/aehj/index.html
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Authoring Institution: N/A