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Platforms such as Netflix and Instagram are on the decline, as people split across several apps and streaming sites, while others opt for homegrown content in the form of Twitch streams, podcasts and Substacks. While social media platforms still have a firm grasp over the content we consume, there has been a post-pandemic shift away from the algorithmic model and towards indie media. The last few years have seen culture disperse even further. The once omnipotent gatekeepers of culture were suddenly replaced by machines, as content based on our online behaviours replaced chronological feeds. Perhaps the biggest indicator of this shift was the arrival of social media platforms in the 2010s and the adoption of algorithmic models. But the current denizens of culture are spread across a wider pool.
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Previously mainstream culture could be condensed into MTV and Top 50 charts, curated by a select few – record executives, publishing executives, fashion editors, and movie producers, typically all from the same social and economic backgrounds. Pop culture is no longer a monoculture – and that’s a good thing. Microcelebrities in the form of Substack writers, podcasters, and anonymous Twitter posters fill our feeds. We chug cans of Bang and consume post-ironic think pieces about Dimes Square. We joke about being based, we lament our smooth brains. For the extremely online, life feels more scattered than ever: we don’t trust the mainstream media, so we split off into different podcasts, newsletters and indie zines. Information spreads and language mutates at breakneck speed. Online, tweets, TikToks and memes fill the datastream.