Reporting about Boomers-turning-60 has become a veritable cascade of watershed events. Just two weeks following a cover story by BusinessWeek, now Newsweek magazine brandishes "The Boomer Files" on its cover. (I hear the collective grown of Boomer naysayers across the land: "Not more navel gazing!")
Much is being written about this article, mostly noting that finally the generation is receiving overdue business attention and maybe a note of optimism: big generation; big bucks.
The article is well researched and professionally written by Senior Editor Jerry Adler.
Some of its value comes from historical references and context, such as William Osler's 1905 speech at Johns Hopkins about "the uselessness of men above sixty years of age."
But let's peek behind the curtains and see what lurks.
In making the reference to Osler, writer Adler notes: "Most Baby Boomers are willing to believe their own contributions to society are at least as valuable as Osler's."
Oh, really? Osler has been identified as "the father of modern medicine." Do "most Baby Boomers" truly see themselves as that vaunted and accomplished?
If you're a Boomer, do you?
The slimy undercurrent in this article is one of aversion: distaste for Boomers’ alleged sense of moral superiority, omnipotence, and unsubstantiated triumph over the exigencies of human existence (e.g. normal statistical longevity).
Subtle undercurrents of distaste in showcase Boomer-themed magazine articles aren't just typical; this approach is the pro forma and has been for about 40 years.
Jerry Adler couldn’t resist his own plunge into "coining-a-Boomer-word-for-lasting-fame" by suggesting that Boomers could now be called "abbies," for "aging Baby Boomers." (Note to Jerry: Please let me know which generation isn’t aging.)
Again, since I approach communications from the perspective of a creative director, I spent a little time dwelling on the soon-to-be-60-year-olds who grace the cover of the magazine. Most are celebrities, such as Donald Trump and Goldie Hawn. You’ll find a couple of notoriously self-absorbed presidents. What you won’t find depicted in abundance is Boomers who, without controversy or contest, have helped make the world a better place: scientists, social revolutionaries, or spiritual leaders.
What you won’t find in Adler’s narrative is acknowledgement of Boomers for their gifts of thought and action in medicine, art, literature, science, education, politics, and technology. What you won’t find is, simply, a modicum of appreciation for what they’ve accomplished in reaching this 60th birthday milestone.
And, finally, what you won’t find in an article about aging is a narrative devoid of ageism. But who could resist? They’re Boomers.
Footnote: Thanks to Chuck for nudging me.
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