The Upswing: How America Came Together a Century Ago and How We Can Do It Again

by Robert D. Putnam

In fact, over the period from 1900 to 1965 the word “I” appeared less and less often in American publications, but after 1965 (as both Greenfield and Twenge reported) that trend reversed itself, and in a paroxysm of self-centeredness the word “I” became ever more frequent.