The Macroculture / Microculture War of 2024

I'm not incredibly familiar with the works of Ted Gioia but he's published 12 books and runs a popular substack called The Honesty Broker. Back in December of 2023, he published this piece on the tension between Macroculture and Microculture and how, in his opinion, the war between them was imminent.

It's great read and filled with pertinent observations on both the dichotomy of Silicon Valley dependency on microculture content and Big Media's total lack of understanding of the same cultures.

Using the term "Big Media" feels like a big red flag but I'm not using it in the conspiracy theory sense. I simply mean big Hollywood studios, primary news outlets and mainstream content creators with giant budgets.

Worth a read or two just to stick the landing on the similarities between the 60's counterculture and our modern microculture. Should be an interesting year ahead.