More nonsense from Ron Nief

Beloit College drops Mindset List.”

Unfortunately, neither Beloit nor Ron Nief gave her any useful information so her best source is this humble blog, specifically our post, Mindset List doesn’t “speak to the college’s key brand attributes” says “social listening agency.”

What struck my interest was this preposterous claim by Nief: “If you read the lists, it never says ‘They don’t know.’ It’s about their life experiences. TWA never existed in their lifetime. It doesn’t say, “They don’t know TWA.’”

I knew immediately this wasn’t true because Nief and Tom McBride are incorrigible fabricators of claims about the Mindset List. Thus, the following examples of the Mindset List claiming that entering college students don’t know something:

They do not know what the Selective Service is, but men routinely register for it on their financial aid forms. (Class of 2005, #36)

They have probably never used carbon paper and do not know what cc and bcc mean. (Class of 2005, #39)

With little need to practice, most of them do not know how to tie a tie. (Class of 2009, #6)

The Biblical sources of terms such as “Forbidden Fruit,” “The writing on the wall,” “Good Samaritan,” and “The Promised Land” are unknown to most of them. (Class of 2016, #3)

While they’ve grown up with a World Trade Organization, they have never known an Interstate Commerce Commission. (Class of 2017, #23)

Family Guy is the successor to the Father Knows Best they never knew. (Class of 2021, #54)

Attention journalists! Don’t fall for the Mindset List’s tall tales. Its creators’ claims about the list’s origins and benevolent purpose are no more accurate than their claims about the knowledge of entering college students.

#37 in a Series Examining Every Item on the Beloit Mindset List

Jurassic Park has always had rides and snack bars, not free-range triceratops and velociraptors. (Class of 2017, #26)

Here’s another example of a “words develop new meanings” item that makes little sense.

Jurassic Park is a 1990 novel by Michael Crichton. A Steven Spielberg movie of the same name was released in 1993. A sequel to the book, The Lost World, was published in 1995, the year when much of the Class of 2017 was born. That book became a movie in 1997. A third movie came out in 2001. A 3D version of the first movie was re-released in 2013 and a fourth movie is planned for 2015.

Jurassic Park: The Ride at Universal Studios Hollywood opened in 1996 with other versions opening later in Japan, Florida and Singapore.

There have also been Jurassic Park comic books, video games and toys.

There are two obvious directions for the BML to take regarding Jurassic Park. First, Jurassic Park has always existed for the Class of 2017 (since they can’t remember a time when it didn’t exist). Second, Jurassic Park never existed (or at least is not important) for the Class of 2017 (since it came out while they were babies).

As evidence that either approach would work, we can look just one year back when the Class of 2016 list used one approach for The Santa Clause and another for Pulp Fiction even though both movies were released during the same year:

There has always been a Santa Clause. (Class of 2016, #53)
Pulp Fiction’s meal of a “Royale with Cheese” and an “Amos and Andy milkshake” has little or no resonance with them. (Class of 2016, #69)

(See more about this contradiction here.)

Instead, the BML goes in a third direction, suggesting that the Class of 2017 can recall the ride but not the premise of the movie or book, i.e., “Jurassic Park“ has a new meaning.

Ron Nief, one half of the Beloit Mindset List brain trust, is a Beloit College P.R. guy so it’s bizarre that this item seems drafted by someone with a complete misunderstanding of how marketing works. Jurassic Park is a media franchise with multiple products that increase awareness of each other. You might as well claim that “Beloit College is ‘a poorly written compendium of trivia, stereotypes and lazy generalizations,’ not an institution of higher education.”

#36 in a Series Examining Every Item on the Beloit Mindset List

As kids they may well have seen Chicken Run but probably never got chicken pox. (Class of 2017, #7)

In their first 18 years, they have watched the rise and fall of Tiger Woods and Alex Rodriguez. (Class of 2017, #33)

The Celestine Prophecy has always been bringing forth a new age of spiritual insights. (Class of 2017, #37)

Being selected by Oprah’s Book Club has always read “success.” (Class of 2017, #55)

They have always known that there are “five hundred, twenty five thousand, six hundred minutes” in a year. (Class of 2017, #60)

Barring a miracle, the Class of 2018 Mindset List will be released sometime next month. When we are closer to that regrettable occasion, I plan on posting a list of ideas for making the List somewhat less worthless than it is now. Here’s one idea now:

Instead of making up what movies college freshmen like, what celebrities they care about, what books they’ve read and so on, Messrs. McBride and Nief could ask some of them—send out a survey to incoming Beloit College students and ask them about their favorite stuff.

The Celestine Prophecy, published two years before the Class of 2017 was born, is likely less significant to understanding their mindset than whatever books they would report being their favorite, most influential or most read.

Does the Class of 2017 know about or care about Tiger Woods, Alex Rodriguez or Oprah Winfrey? Ask them who their favorite celebrities are.

Have they seen Chicken Run? Maybe, but I’d rather hear about what their favorite movies are.

Do they know the lyrics of a love song from the musical Rent, which was released when they were in diapers? Do they know the songs from any musicals? Ask them.

I’d actually be interested in the favorite books, movies, celebrities and whatnot of entering college students, even if the information was based only on Beloit students—far more than in the made-up stuff now featured on the Mindset List.

#35 in a Series Examining Every Item on the Beloit Mindset List

Eminem and LL Cool J could show up at parents’ weekend. (Class of 2017, #1)

When this item was published, Eminem’s oldest daughter was starting her senior year in high school. If she attends college immediately after high school, she would be in the Class of 2018.

I don’t know the college plans of LL Cool J’s daughter and I suspect that Messrs. McBride and Nief have no idea either.

I haven’t reviewed all of the “celebrity’s kids go to college” items, but the Class of 2016’s  was completely wrong.

If anyone at Beloit College is reading this, please get these guys a student intern who can fact check simple stuff like which celebrity’s kids are entering college this year.

#33 in a Series Examining Every Item on the Beloit Mindset List

Washington, D.C., tour buses have never been able to drive in front of the White House. (Class of 2017, #54)

This item is a clear example of the Mindset List’s 9-11 Problem:

The Beloit Mindset List has never made a direct reference to the terrorist attacks on Sept. 11, 2001. Or the subsequent wars in Afghanistan or Iraq. Or the rise in security procedures or any other policy changes that took place after the attacks.

But how could it? These events happened in the past 12 years and the central premise of the Mindset List is that the mindset of a birth cohort—its set of “cultural touchstones”—is concocted from events that took place the year its members were born.…

9-11 and its aftermath must be more significant for understanding the “mindset” of American young people than roughly 99% of the trivia on the Mindset lists, but the Mindset Method dictates that they can’t be directly referenced.

Indirect references are okay as long as they are connected to something that happened roughly 18 years earlier.

The section of Pennsylvania Avenue in front of the White House was closed in 1995 after the Oklahoma City bombing. It’s a tiny bit of anti-terrorism security in one city, insignificant compared to all the security theater that followed 9-11 and shaped the lives of the Class of 2017, but it happened 18 years ago and that is what really matters.

#32 in a Series Examining Every Item on the Beloit Mindset List

Kevin Bacon has always maintained six degrees of separation in the cinematic universe. (Class of 2017, #48)

Sometimes Messrs. McBride and Nief use a term in a way that signals that they really don’t know what it means. For example, “six degrees of separation.”

The idea of “six degrees of separation” is that two people can be connected through a chain of mutual acquaintances, with no more than six steps between them.

(Stanley Milgram’s small world experiment is said to be one of the sources of this claim. When I was in grad school, we were told that the “six degrees” were the result of a thought experiment: Every community in the U.S. has a number of community leaders who know many members of the community and their representative in Congress. Everyone is known by one of these leaders. Presuming all members of Congress know one another, then there are five degrees between me and anyone else in the country. Maybe the President fits in there too to make it six; I can’t remember the details.)

The game “Six Degrees of Kevin Bacon” was created by three Albright College students in 1994 (or a year before the Class of 2017 was born), purportedly after watching Footloose and The Air Up There back-to-back. The game involves connecting an actor (or other movie personnel) to Kevin Bacon through links of people working on films together.

The clue that Messrs. McBride and Nief don’t understand this is that they claim that “Kevin Bacon has always maintained six degrees of separation.” In English “maintain separation” means to keep away or be disconnected from something, which is the opposite of the concept of “six degrees,” which is about connection.

It goes without saying that “Six Degrees of Kevin Bacon” isn’t a part of any generation’s mindset.

#31 in a Series Examining Every Item on the Beloit Mindset List

There is no rhyme or reason to claims in the Beloit Mindset List about what college students can and can’t remember, as these items about U.S. Presidents illustrate.

They have known only two presidents. (Class of 2017, #11)

The class of 2017 can’t remember the presidency of Bill Clinton, whose term ended the year they turned six.

Bill Clinton is a senior statesman of whose presidency they have little knowledge. (Class of 2016, #8)

The class of 2016 can’t remember the presidency of Bill Clinton, whose term ended the year they turned seven.

As for the class of 2015, without any memory whatever of George Herbert Walker Bush as president, they came into existence as Bill Clinton came into the presidency. (Class of 2015, introduction)

The class of 2015 can’t remember George H.W. Bush, whose term ended the year they were born, but the Bill Clinton is worth mentioning even though his term ended the year they turned eight.

Potato has always ended in an “e” in New Jersey per vice presidential edict. (Class of 2014, #42)

Dan Quayle’s meaningless spelling mistake is part of the mindset of the Class of 2014 even though it happened the year they were born.

Rock bands have always played at presidential inaugural parties. (Class of 2014, #55)

The class of 2014 can remember Fleetwood Mac playing at Bill Clinton’s inauguration even though it happened the year they turned one-year-old.

Except for the present incumbent, the President has never inhaled. (Class of 2013, #21)

Bill Clinton’s claim that he “didn’t inhale” marijuana is somehow significant to the Class of 2013 even though he said it the year they turned one.

They have known only two presidents. (Class of 2010, #2)

The Class of 2010 can’t remember the presidency of George H.W. Bush, whose term ended the year they turned five.

A Southerner has always been President of the United States. (Class of 2006, #1)

Reagan’s presidency ended in the year the Class of 2006 turned five. So they have had a Southern president since then (assuming Bush I is really a Southerner).

The President has always addressed the nation on the radio on Saturday. (Class 2004, #17)

Reagan re-started this tradition the year the Class of 2004 was born. And members of the class have probably never missed tuning in to hear the weekly addresses.

They have no idea that a “presidential scandal” once meant nothing more than Ronald Reagan taking President Carter’s briefing book in “Debategate.” (Class of 2004, #21)

The Class of 2004 can’t remember “Debategate,” which took place two years before the year of their birth.

They cannot identify the last United States President to throw-up on a Japanese prime minister. (Class of 2003, #35)

While I’m sure this trivial event has no significance for the mindset of anyone, Bush I threw up on the Japanese Prime Minister in 1992, the year members of the Class of 2003 turned 11.

They cannot imagine waiting a generation to get the dirt on the U.S. President. (Class of 2003, #38)

Maybe Messrs. McBride and Nief had something in mind when the composed this item, but I have no idea what it is.

There has only been one Pope. They can only remember one other president. (Class of 2002, #5)

The Class of 2002 can’t remember Ronald Reagan, who was elected the year they were born and served as president until the year they turned nine.

To sum up, according to the Beloit Mindset List, matriculating college students have no memory of U.S. Presidents who served even into the ninth year of their lives, but items of presidential trivia—Dan Quayle’s spelling mishap and Bill Clinton’s remarks about smoking marijuana—are cultural touchstones because they happened around the time the students were born.

The most important premise of the Mindset List is that the significance of events for a class of college students is dependent on the relationship between the purported year of their birth and the year of the event in question. This is a ridiculous premise, but if Messrs. McBride and Nief are going to rely on it, you’d think they’d try to be consistent about it.

Which presidents do college students remember and what significance do they have for them? I don’t know, but neither do Messrs. McBride and Nief.

[In an earlier post, I explained why the Mindset List won’t discuss Obama’s presidency until the Class of 2026’s list.]

 

#28 in a Series Examining Every Item on the Beloit Mindset List

Americans and Russians have always cooperated better in orbit than on earth. (Class of 2017, #30)

Russians and Americans have always been living together in space. (Class of 2014, #43)

The U.S. and the Soviets have always been partners in space. (Class of 2006, #22)

Messrs. McBride and Nief are running out of ideas. That’s one of the impressions I get from going through multiple Mindset Lists looking for recurring topics, something most people who have not devoted themselves to the mockery and eventual destruction of the Beloit Mindset List have likely not done.

It should go without saying that Russians and Americans working together in space has nothing to do with the mindset of matriculating college students—because (1) the Apollo-Soyuz Test Project took place nearly 40 years ago and (2) most people just aren’t interested that much in the topic—but since Messrs. McBride and Nief don’t care about accuracy, facts, and such, they really have a lot of freedom to make up interesting and creative stuff. Instead we get the same items repeating every few years.

(Note also that the most recent list had just 60 items—or about one half item a week for each member of the Mindset team—rather than the 75 items that had become the standard.)

Has the task of coming up with several dozen “facts” about college freshmen each year proven so difficult for these two guys that they need to borrow from their previous lists? Or have they simply forgotten what was on their previous lists and are unable to find said lists on the microfilm they use to do their “research”?

The suggestion that the mindset of the Class of 2006 was shaped by knowledge involving citizens of a country that hadn’t existed since they were three-year-olds is just another piece of evidence that Messrs. McBride and Nief really can’t be bothered to get things right.

#26 in a Series Examining Every Item on the Beloit Mindset List

Having grown up with MP3s and iPods, they never listen to music on the car radio and really have no use for radio at all. (Class of 2016, #15)

They have had to incessantly remind their parents not to refer to their CDs and DVDs as “tapes.” (Class of 2016, #29)

Their parents’ car CD player is soooooo ancient and embarrassing. (Class of 2017, #57)

One of the recent conceits on the Beloit Mindset List is that not only do matriculating college students use newer technology than their parents, but this difference is a source of conflict, confusion and embarrassment.

The item from 2016, suggesting that parents are confused by CDs and DVDs and call them “tapes,” is one of my candidates for dumbest entry in the history of the Mindset List. Compact discs have been around since the 1980s and DVDs since the 1990s. The parents of the Class of 2016 are very familiar with them. And even if they weren’t, why would they call them tapes? Is this supposed to be funny?

The item from the Class 2017 list claims that having a CD player in the family car is embarrassing. As of 2013, there are still new cars with CD players. Cassette tape players weren’t discontinued until 2010 so probably plenty of members of the Class of 2010 have those as well.

You would think that Messrs. Nief & McBride would have done more research on the topic of car audio systems since they actually corrected an item on that topic a year earlier.

Item #15 for the Class of 2016 originally read “Having grown up with MP3s and iPods, they never listen to music on the car radio and really have no use for radio at all.” Critics pointed out that there is actual data that disproves this claim:

The fact is, nearly 90% of all 12-24s in America listen to broadcast radio every week.  That’s documented by Arbitron’s national numbers.  More than 22 million 12-17 year-olds listen to radio every week, while nearly 27 million 18-24s – the “college years” demographic – are still tuning in AM/FM radio even though they have iPods, smartphones, and tablets available to them. (What’s On Your Mind(set)?)

This resulted in Messrs. Nief & McBride changing #15 to read: “While still fans of music on radio, they often listen to it on their laptops or replace it with music downloaded onto their MP3s and iPods.” (The introductory text still reads, “In these students’ lifetimes, with MP3 players and iPods, they seldom listen to the car radio.”)

This correction raises several questions: (1) How many times have items on the Beloit Mindset List been corrected? (2) Why aren’t the Mindset List items that have been proven wrong on Beloit Mindlessness being corrected? (3) Why did the Mindset List duo make up a ridiculous fact about car audio systems just a year after they were caught making up another one?

#25 in a Series Examining Every Item on the Beloit Mindset List

GM means food that is Genetically Modified. (Class of 2017, #3)

Having a chat has seldom involved talking. (Class of 2017, #8)

Gaga has never been baby talk. (Class of 2017, #9)

Plasma has never been just a bodily fluid. (Class of 2017, #19)

Java has never been just a cup of coffee. (Class of 2017, #29)

A Wiki has always been a cooperative web application rather than a shuttle bus in Hawaii. (Class of 2017, #50)

“Words developing new meanings” is one of the Mindset List’s favorite tropes as these six items from the Class of 2017 list demonstrate. In fact, a word developing a new meaning is ipso facto a cultural touchstone regardless of the actual importance of the thing the word means.

Plasma is a flat panel display technology that was invented in 1964 at the University of Illinois, used to make big screen TVs in the mid-1990s, overtaken  by LCD technology in the 2000s, and apparently soon to be phased out of production. Java is a software platform/computer language. Members of the Class of 2017 may have watched a plasma TV or used a Java application, but they don’t have to be familiar with the terms. If these technologies hadn’t been invented, we’d be doing the same things with some similar technology. Their Mindset noteworthiness (over dozens of other electronic technologies popularized in the mid-1990s) is that they are named using words that also mean something else.

The item about “Gaga” relies on the Mindset conceit that new meanings of words crowd out old ones. The existence of the entertainer Lady Gaga (née Stefani Joanne Angelina Germanotta) means that young people can’t conceive that “gaga” could also be used to stand for stereotypical baby talk. (Or in Mindset argot, gaga has never been baby talk.)

(It would be interesting to know if there is any pattern to which new meanings, like “plasma” and “java,” render older meanings “never just” and which new meanings cause older meanings to “never have existed”.)

Similarly “chat” isn’t used to refer to talking anymore. (Or maybe Messrs. Nief & McBride believe that young people are no longer interested in speaking in person. Cf. Class of 2017 item #45 [“They have never really needed to go to their friend’s house so they could study together.”])

Wikis, especially Wikipedia, is one of those rare Mindset List items that may actually belong on a list of cultural touchstones, but its significance has nothing to do with the earlier use of the term as a Hawaiian shuttle bus. Similarly, the significance of genetically modified food has nothing to do with its abbreviation.