ABSTRACT
This chapter attempts to argue that the "communication revolution" related to modern mass culture has led to the destruction of any "meaningful" relationship between individuals and social institutions. It shows how a group of "local heroes" — local participants in the mass cultural phenomenon – develop certain social patterns, which redefine local communality in terms of mass cultural classifications. Mass culture, as a new pattern of institutional formation, ought to have different effects on modern local communities than it has on individuals. A superficial common sense understanding of "mass culture" suggests a culture "of the masses", a new "popular culture" emanating from mass society. The term cultural pessimism can be conveniently used to denounce an underlying, vague and hidden reference to the late nineteenth century philosophical critics of occidental culture. Mass culture has to be seen as a new quality entering the ranks of the everyday world of people living in local communities.
