Why wouldn’t it be? We live in a land of “multiple mainstreams,” and they don’t always play well together. IMO, the idea of a single mainstream makes no sense. In a society powered by media, ties to a belief are magnified to to become lifestyles rather than beliefs. Enough population to warrant their own mainstream.
You live and believe a certain way and you wear it. Mainstreams are like clubs. There’s an exclusivity that comes with “your mainstream.”
To accept that we all live in this United and happy place is out of sync with reality. It’s something I believe needs to be part of our audience understanding mix.
A divided America is a fact and grasping the different mainstreams and what their buzz is can work wonders. It certainly has for places like Fox where they enabled a new right mainstream as well as some brands that cross into numerous mainstreams like say Coke.
America’s population in our current system encourages multiple mainstreams as so many are saturated with reaffirming homes for their lifestyle. Niches and subcultures have in some cases become so big they’ve evolved to movements which become their own mainstream
Accept and adapt to the 21st century. The old rules are fading but more importantly, they are being replaced with modern thinking.
Another reality of the new era to embrace.
A melting pot of mainstreams, each with its voice where mass appeal means a collection of crossovers into the various groups rather than a single mainstream. You can do well by super-serving a single mainstream or reaching across several .
Fragmentation hits prime time. Not scary, just the reality of the 21st century.
