Cultural context will help reshape mass communications in 2021 as it always has done. As we enter the new year we still live in the schismatic culture created by the infiltration of propaganda warfare into the new media which have exacerbated relatively small abstract differences into atypical levels of anger and hatred. Yet the challenges we face require a degree of working together that is the diametric opposite of the split personality, tug of war, zero sum game culture we have become. Accordingly, many of my predictions below relate to a whole new way of advertising that is rebuilt from the ground (the creative) up.
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