The Authoritarianism of Pop Culture: how emotional media shape social thought—and how they can serve the common good in the future of media

This study examines how popular and emotional media shape social thought and how this power can be directed towards the common good in the future of media. Drawing on 18 interviews with directors, hosts, and professionals associated with widely watched television programmes, it proposes the concept of the ‘Authoritarianism of Pop Culture‘ to describe symbolic and emotional power capable of shaping social perceptions and actions. Six dimensions are analysed: useful information, emotional language, empathy, the blending of fiction and reality, the humanisation of political figures, and the persistence of these dynamics in public service initiatives. The findings show that these logics can be appropriated by private interests or directed towards social goals. The study concludes that traditional media strategies should not be regarded as outdated, but as part of a media continuum whose lessons should continue to inform prosocial practices across social media, podcasts, AI, bots, and interactive environments.