Word: yankelovich
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...Daniel Yankelovich's study New Rules showed how the self-fulfillment ethic, largely confined to the campuses in the late '60s, had pollinated much of America's culture by the late '70s, wafted along by a score of pop-psych books, from How to Be Your Own Best Friend to Passages and Your Erroneous Zones. By the late '70s, according to polls conducted by Yankelovich, Skelly & White, 72% of Americans spent a great deal of time thinking about themselves and their inner needs. "The rage for self-fulfillment," wrote Yankelovich, "... had now spread to virtually the entire U.S. population...
...Yankelovich's study, published in 1981, captures the theology of the revolution at its peak. Future historians of the movement, in fact, may set the years of sexual revolt at roughly 1965 to 1975. Since the mid-'70s, according to some small surveys, the revolution has decelerated or reached a plateau. One such study shows that rates of premarital intercourse for students at the University of California at Davis rose sharply to 62% by 1977 and then increased to only 64% by 1981. Said Ann Clurman, a vice president at Yankelovich, Skelly & White: "In the latter part of the decade...
...early '70s inevitably bred distaste for further social change. "Endless questioning of all aspects of life from food, dress, dropping out, child rearing and commune living led to mere exhaustion," he says. "There simply was no energy left. People found it an isolating and cutoff way to live." Yankelovich too thinks the turn away from sexual adventuring is a byproduct of other change. It is, he says, "only one part of a larger phenomenon of society going through a sober, responsible phase...
...trend that began before herpes came to full public attention. Says California Sexologist Harvey Caplan: "In a funny sort of way, some people are actually relieved by the threat of herpes. It's a good excuse for them to give up a life-style that had become unsatisfying." Yankelovich thinks the rise of herpes has revived feelings of guilt and the idea of disease as a form of moral punishment for promiscuity. Beneath the veneer of liberation, he says, "we have a residual guilt, and the idea that promiscuity breeds disease falls on prepared ears...
...development of the citizenry to be more sophisticated and responsible in demanding real leadership,” he said. “They demand pandering, and then punish the panderers.” The National Leadership Index is a collaborative effort between the center, U.S. News, and Yankelovich, Inc. U.S. News published the results this week in conjunction with a list of “America’s Best Leaders”—another partnership between the magazine and the center. Gergen, an editor-at-large for U.S. News, praised the “Best Leaders?...