- In order for [[{3.1} algorithmic monoculture|the algorithmic monoculture]] to keep growing, it requires that media has *universal reference points*. In other words, as we become more fragmented and siloed, media has to prioritize its ability to become meme-ified and reproduced online in a way that everyone understands and likes it. Kyle Chayka writes for Vox: > “**Businesses turn their own intellectual property into self-reproducing mini-monocultures because monopolies are easiest to monetize.**” - This is one of the core functions of social media already; it [[{7a1} social media is the decontextualization of our identities and the curation of situational personality|requires de- or re-contextualization and curation]] of everything, from our personalities to the media we watch. - And because of how fragmented everything is (what, when, where we watch has changed), consumers have to become evangelists to find or build communities around the art that they enjoy…. I wonder if this is part of why [[{3.2} aesthetics are the new conceptual subculture]] — these communities and subcultures are harder to build organically.