Mass media doesn’t reward depth.
It rewards familiarity. The status quo.
It’s not designed to amplify the best ideas.
It’s designed to scale the ones people already believe.
The crowd doesn’t chase what’s new.
It clings to what feels safe, what feels obvious, what’s already been validated by others.
This isn’t a flaw.
It’s the function.
If you’re trying to introduce something different—
an idea, a movement, a truth that hasn’t caught on yet—
don’t expect mass media to carry it.
That’s not its job.
Its job is to echo what’s already loud.
So if your work is early, important, or challenging,
build for the edges.
Speak to the few who are ready.
Let them carry it forward.
The mass doesn’t move first.
It follows.
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