REFLEXOS DA CULTURA: CONSUMO, UNIFORMIDADE E A ILUSÃO DE DIVERSIDADE

The phenomenon of cultural standardization in contemporary society is closely tied to the illusion of diversity promoted by mass consumption. Globalization and digital technologies contribute to the dissemination of hegemonic cultural patterns, masked under the guise of plurality. The cultural industry plays a central role in this process, offering cultural products that appear diverse but, in reality, follow a uniform and standardized model. This false diversity is reflected in consumption, where choices seem varied but adhere to a market logic that prioritizes profitability over authenticity. Such a context reduces cultural authenticity and threatens regional identities, replacing them with global models of easy assimilation. Simultaneously, the entertainment industry consolidates narratives that reinforce this homogenization, shaping perceptions of cultural value. However, local resistance, through cultural movements and preservation initiatives, challenges this hegemony. These efforts promote authentic cultural expressions and value local identities, even amid the leveling influence of globalization. Thus, cultural consumption reveals a mirror effect: it reflects uniformity masked as plurality while concealing the profound impacts of this logic on global cultural diversity.