Individualism and mass communication in the context of globalization

The subject of our research is the existing relation between individualism, as ideology, and mass communication in the context of globalization and social communication. If we can talk today about a second individualist revolution, whose main characteristic is a process of personalization, individualism has a complex and contradictory effect on mass communication. The values of individualism seem to dominate the content of the messages transmitted through mass media. In the measure in which we can talk about a humanist dimension of individualism, this can be seen as beneficial, leading to the affirmation and the development of human personality. However, exaggerated hedonism and narcissism, being central values of the new individualism as well, lead to the weakening and impoverishment of human personality, and to the globalization of nothing.