I think the round about point is that since no one is tuning into the mass media which might build the collective mass culture (or that mass media is changing t

I think the round about point is that since no one is tuning into the mass media which might build the collective mass culture (or that mass media is changing to target advertising that directly targets individual dreams and desires), that there is a problem in manufacturing mass culture... because culture has become balkanized. So basically you have a problem with individualism taken to its logical conclusion after the century of self, to a century of personalized amplified self which causes society to break down say in 50-100 years. It's an interesting idea, what are the things which bind us together culturally when we really don't have culture, we have commercial culture... we have cambell's soup ads.