The World Cup is an exception. Fun is more fragmented than ever
While global mega-events like the World Cup still attract massive audiences, entertainment consumption is increasingly fragmenting toward local content. The article argues that the American-led monoculture is fading as audiences prefer regional alternatives.
Why it matters
Highlights a shift in global media consumption patterns and the limits of cultural globalization.
WITH LYRICS in English, French, Spanish, Italian and Japanese, the theme tune of the men’s World Cup, performed at its opening ceremony on June 11th, exemplifies the contest’s claim to foster global unity. Nearly half the world is expected to tune in over the coming weeks as the tournament moves towards its final on the outskirts of New York. A viewer might come away with two conclusions. First, that entertainment culture is more globalised than ever. Second, that America remains the soft-power superpower at the centre of it all.
Provides an analytical perspective on cultural trends without taking a partisan stance.
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