The Contraire
Sunday, April 6, 2025
Introduction
The following is my personal theory as to how and why certain societal, economic, or behavioral changes may have taken place within American culture (with cascading effects downstream).
This is based solely on my own intuition, interests, and personal experience or expertise in fields related, but not limited to: data analysis, online marketing, retail sales, SMB consulting, and entrepreneurship.
I’ve done little-to-no research outside of the direct hyperlinks in the article (and what I can remember). I would welcome any further deep dives into the subject matter from more experienced academics than myself.
The Pre-Internet Era (pre-1995)
Underlying Theory
In the pre-internet era, pop culture was simple: everyone listened to The Beatles, watched the same TV shows, and consumed broadly identical information. The options were limited, and the market was dominated by a few giant conglomerates. In general, worldwide media and business decision-making funneled through a small number of editors, businessmen, and kingmakers—the ultimate gatekeepers of culture.
Gatekeepers
These were the individuals who controlled the flow of culture—deciding who got on air, which artists received contracts, and what stories reached the public. Many may have built distinguished careers and contributed meaningfully to the industries they shaped.
But their success belies a deeper truth: for much of the 20th century, the power to define public taste and legitimacy was concentrated in the hands of a select few—exclusively men.
William S. Paley – Chief Executive of CBS, shaped what America watched and heard
Fred Silverman – Head of programming for ABC, CBS, & NBC—TV’s invisible kingmaker
Berry Gordy – Founder of Motown, often curated the sound and image of Black artists
Clive Davis – Music mogul who helped launch countless stars
David Geffen – Music & film executive; major behind-the-scenes force
Hugh Hefner – Curated a full cultural aesthetic and intellectual posture via Playboy
Personalities & Talking Heads
The recognizable faces and voices who delivered culture, news, or entertainment to the masses—but didn’t always control what got through. These individuals were selected by the gatekeepers as messengers for the news and culture of American society.
From a capitalist, profit-seeking perspective, it would make the most sense for gatekeepers to select personalities that would be amicable and inviting to the largest swaths of the American population. More viewers = more advertising dollars; and, there isn’t much competition at this time, right?
Walter Cronkite – CBS news anchor, “most trusted man in America”
Johnny Carson – The Tonight Show, kingmaker for comedians and cultural figures
Ed Sullivan – Variety show host who introduced The Beatles, Elvis, etc.
Dick Clark – American Bandstand host, pop music tastemaker
Oprah Winfrey – Talk show host and the face of daytime TV in the late pre-internet era.
Barbara Walters – Iconic interviewer, influential in broadcast journalism
Decision-Makers
Other power players and executives who set strategy, financed influence, and dictated the structural flow of media and business.
David Sarnoff – RCA/NBC founder, built broadcast empire
Ted Turner – Created CNN, redefined cable news and 24-hour media
Rupert Murdoch – Media empire builder, shaped direction of outlets across continents
Jack Welch – CEO of GE (NBC parent), pioneered corporate media consolidation
Sumner Redstone – Controlled Viacom & CBS, influential in shaping modern cable TV
Lew Wasserman – Hollywood “super-agent” and studio head, linked business and politics
Summary & Company Conglomerates
Behind many of these individuals stood vast corporate empires. Whether in media, music, or consumer goods, a small handful of conglomerates quietly owned the networks, studios, record labels, publishers, and distribution channels that shaped public consciousness. These companies weren’t just gatekeepers—they were the gates.
Core Era Theory: In the pre-internet world, access to mass culture flowed through centralized pipelines controlled by those with the capital and reach to dominate markets. For decades, the cultural conversation was limited not just by what individuals thought—but by what major corporations allowed to be seen, heard, or sold.
Then, things started to change.
“Delve into what motivates and governs them, and you will expose the critics you fear and see what poor critics they are of themselves.”
—Marcus Aurelius, Meditations
The Dot-com Era (late 90s-early 00s)
Underlying Theory
The Dot-com era was characterized by rapid growth of internet-based companies in the late 1990s and early 2000s. It epitomized expanded choice, widespread cultural exchange, innovation, and new opportunities.
Suddenly, the average person was capable of breaking through without the approval of a gatekeeper. A plethora of choice began to reshape the cultural landscape of human life forever—the world now had a decentralized environment that couldn’t be controlled by the corporate conglomerates of the past (at least, for a time).
Then came Napster (I’ll get to it), Amazon, eBay, Paypal, Netflix, Google, and Salesforce—some of today’s most consequential companies, all created within an approximate five-year period (1994-1999).
It was the result of widespread internet access expanding into American households. Was it predictable? I bet it’s a lot easier to say ‘yes’, in hindsight.
This phenomenon, known as the long-tail theory, showed how technology allowed niche tastes to flourish, transforming mass culture into an intricate tapestry of diverse, personalized experiences.
It’s my belief that long-tail theory was among the most prevalent in music tastes (enabled by Napster) during this era—and later retracted during the Social Media Era (covered in the next section).
Although it ultimately led to a market correction (the dot-com bubble famously burst), its lasting impact was undeniable. The digital revolution permanently altered the trajectory of global culture, innovation, and entrepreneurship; and that’s what often gets overlooked when people simplify the time-period to only the economic “bubble” or “crash”.
Core Era Theory: It’s my argument that long-tail diversification, across all aspects of American society and economics is what allows Americans, its culture, and ultimately its people the ability to recognize new perspectives, evolve into better Pokémon (am I allowed to say that? probably, right?), and experience growth over time. It makes us stronger.
That’s just my opinion. Don’t attack me for it, please?
The Social Media Era (2005-2025)
Underlying Theory
Then, something unexpected happened. Social media platforms emerged, bringing with them unprecedented opportunities for human connection—but also for commercial exploitation.
It wasn’t all bad, at the beginning. In fact, it was pretty fucking good. I genuinely believe that the mission to connect people, in a meaningful way, was likely authentic and well-intentioned.
It would be difficult to argue that anyone at the earliest platforms like MySpace, Tumblr, Xanga (remember?), or even Facebook would have had profit on their mind. The majority of the most successful start-ups never do, at first.
“Are you ready for it? “
Core Era Theory: I believe a retraction of the long-tail theory began to unfold as social media matured—possibly erroneously referred to, by some, as ‘debunked’.
Ironically, I believe this shift happened soon after parents (and their peers) began joining younger users on popular platforms like Facebook. For many millennial users, the psychological effects of having one’s parents join them on social media may have stifled free expression and forced them into the beginning of private groups, communication silos, and ultimately—echo chambers.
These hidden enclaves gradually intensified polarization and unknowingly metastasized into societal divisions, amplified further by aggressive commercialization and advertising tactics designed to monetize user attention.
From there, it only got worse.
A Conclusion? A Revelation? Call it what you want.
If you’re familiar with my story, you know that I took a 5+ year break from social media. I noticed a drastic change in the algorithm-based feeds on Facebook, X, and Instagram between the time I had deactivated and 2025—when I briefly returned. Let me explain.
Have you noticed? Most of your feed is sponsored content, brands, advertising, and commercialized content that has paid for your attention?
If I want to find posts of my friends, I mostly have to search for them. When did the feed become wholly dominated by advertising, with friends and family posts few and far between?
I know it didn’t happen overnight, everyone would have seen it—but I think you know what I’m getting at.
Who’s responsible? They are. Because they knew what they were doing the whole time. They spent millions of dollars on user research, grouping, market segmentations, A/B split testing, and more; all in the pursuit of higher profits and a better bottom-line.
Who has the power to stop them? Only we do. The platform’s users—by refusing to participate and engage.
Rolling Stone: Social Media Must Move Beyond a Broken Ad Revenue Business Model
“How did you go bankrupt?” Bill asked.
“Two ways,” Mike said. “Gradually and then suddenly.”
—Ernest Hemingway, The Sun Also Rises
The Post-Social Era
And yet, we’re waking up.
I believe that America is a nation full of individuals that have been broken, bruised, and battered—in some way or another—over the last two decades.
It’s likely that no one you know has been immune, unless you’re one of the billionaires reading this (not likely).
People are beginning to realize a crucial truth: money, beyond a certain point, isn’t the pathway to genuine fulfillment.
Sure, everyone needs a baseline level of financial stability, but real happiness and resilience in tough times don’t come from padding bank accounts—they come from strong, vibrant communities.
Ask yourself: Would you rather have an extra thousand dollars in savings or know you have close friends willing to offer you their couch in any city?
Today, a shift is underway. People are pulling away from billionaire-driven conglomerates—stepping back from platforms like Facebook and X, and giant marketplaces like Amazon and Home Depot. Consumers are rediscovering the value of local businesses, community connections, and mutual support networks.
It’s time we consciously redirect our resources. Instead of inadvertently funding practices and perspectives we fundamentally disagree with, let’s invest in our neighbors, our friends, and the communities we cherish. Because ultimately, the future isn’t just digital or financial—it’s deeply human.
At TheContraire, we say: invest in your community first.
“Men exist for the sake of one another. Teach them to be better or put up with them.”
— Marcus Aurelius, Meditations