In the mid-20th century, popular media was defined by the "monoculture." With only a few television channels and major film studios, vast audiences consumed the same content simultaneously. This created a unified cultural shorthand but often marginalized diverse voices. The digital revolution dismantled this structure. We now live in an era of "niche-ification," where streaming algorithms curate hyper-personalized feeds. While this allows for greater representation and the flourish of subcultures, it also risks fragmenting the collective social experience, as two neighbors may no longer share a single common cultural reference point. The Rise of the Prosumer
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