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For most of the 20th century, popular media was defined by scarcity. Major studios, television networks, and radio stations acted as the sole arbiters of culture. If a film wasn’t backed by a major studio, it rarely saw the light of day. If a song wasn’t played on the radio, it remained unheard. This model produced a "monoculture"—a shared set of experiences where entire nations watched the same show at the same time.

One of the most exciting developments in is the collapse of Western hegemony. For decades, "global media" meant American exports. No longer.

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Look at the highest-grossing films and most-streamed series of the past five years. They defy easy categorization. Everything Everywhere All at Once is a sci-fi action family drama comedy. The Last of Us is a zombie horror western father-daughter road trip. Modern thrives on hybridity.