Journal Article

Does Streaming Undermine Mainstreaming? Finding Common Cultural Ground in Divisive Times

Williams, Brett, Neuendorf, Kimberly, Atkin, David J., Jeffres, Leo W.

2026

Overview

This study assesses whether the mainstreaming hypothesis, derived from cultivation frameworks developed during the mass audience era, remains operative in a digital media environment characterized by fragmenting media and cultural taste publics. In particular, we consider evolving conceptions of mainstreaming that stimulated our research questions and hypotheses in four surveys conducted from 2015 to 2024. We broaden our view of media to see if entertainment content—especially film genres—can provide common ground in attracting people with little else in common. Results suggest that such “cultural mainstreaming” may occur by providing common gratifications and impact global indictors of our lives—happiness, community attachment, feelings about our quality of life, and perceived cosmopoliteness. But the results are limited to a general adult population, not the younger students studied. The findings apply only to the general adult population and not to the younger student sample examined. Overall, the results indicate that the cultivation effect is relatively weak; the small number of significant relationships observed does not appear to exceed what might be expected by chance. Taken together, these findings suggest that mainstreaming and media influence operate as more complex processes in the digital era.

• Publisher: MDPI AG
• Subject: Common ground / Cultivation / Cultural change / Digital media / Entertainment / Fear of crime / fragmentation / Gerbner, George / Happiness / Hypotheses / Mainstreaming / Mass media / Mass media effects / Mass media images / Morgan, Michael / Perceptions / Public opinion / Quality of life / streaming / Students / Television programs