Mainstream is the result of extensive field research conducted by Frédéric Martel in 30 countries over five years. Frédéric Martel interviewed more than 1,200 people in all the entertainment capitals, analyzed the actions of protagonists, the logic of groups, and monitored the circulation of content across five continents. He demonstrates that, while mainstream products are not necessarily artistic, the strategies that enable their creation and dissemination are equally fascinating. "A global content war has been declared. It's a battle in the media for control of information; on television, for dominance of audiovisual formats, series, and talk shows; in culture, for the conquest of new markets through film, music, and books; and finally, it's an international battle for the exchange of content via the internet," states the researcher. At the heart of this war is mainstream culture. New countries are emerging with their own media and mass entertainment. The internet multiplies its power tenfold. Everything is accelerating. In India, Brazil, and Saudi Arabia, there's a fight for web dominance and victory in the battle of "soft power." Everyone wants to control words, images, and dreams. How is a bestseller, a hit, or a blockbuster produced? Why do popcorn and Coca-Cola play a decisive role in the film industry? How does Bollywood seduce Africans and Brazilian soap operas attract Russians? What explains the triumph of the North American entertainment model and the decline of the European one? And finally, why do the values championed by Chinese propaganda and Muslim media outlets strangely resemble those of Disney Studios? Mainstream chronicles this global war of media and culture. And explains what it takes to please everyone, anywhere in the world.
