O artigo descreve a ascensão e queda da monocultura americana — o período em que cinema, televisão e música criavam experiências culturais comuns que uniam o país.
""Star Wars." "Thriller." It doesn't get more American than that.
All nations are held together by culture, but the U.S. is unique for the power of its pop culture. Our music, television shows and movies are a multitrillion-dollar business and the first way that billions of people around the world get to know us.
For most of the 20th century, they were also the glue that held the country together. In a sprawling nation founded on the precept of individual liberty and populated primarily by immigrants from around the world, there was hardly one American experience....It was the birth of the monoculture - a word that captures the historically unique power of American entertainment in the 20th century....Americans could count on the fact that their neighbors, their co-workers, or the stranger they sat next to on a plane knew the same pop culture as them and quite possibly had an interesting opinion about it."
Durante grande parte do século XX, poucos estúdios (sete), três redes de televisão e algumas editoras determinavam o que praticamente todos viam e ouviam. Isso criava:
Momentos culturais partilhados
Referências comuns
Super-blockbusters nacionais
"It was the job of gatekeepers at networks and studios and labels to release entertainment that attracted as many people as possible at once."
"The internet broke Hollywood's hold on distribution.
...
If you can make it, you can stream it to the exact same devices that Disney and Netflix and Warner Music use.
...
The monoculture had been built on limited distribution."
A internet e o streaming quebraram esse modelo. A distribuição deixou de ser escassa. Hoje:
A produção é descentralizada
A recomendação é algorítmica
O consumo é individualizado
O público fragmentou-se
Ainda existem sucessos massivos (Taylor Swift, “Stranger Things”), mas já não são hegemónicos. Em vez de uma cultura dominante, temos milhares de nichos intensos e apaixonados (como o anime, antes marginal, agora altamente rentável).
"The hottest content on YouTube or TikTok at any moment means nothing to 95% of the population."
Conclusão implícita: a monocultura morreu. A cultura tornou-se personalizada. E isso muda o negócio — e a sociedade.
"R.I.P., monoculture.
...
We’re all watching and listening to different things now.
...
Like so many 21st-century trends, what feels good for us as individuals is eroding us as a populace.
...
Building a mass audience, meanwhile, is harder than ever."
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