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Zhen Zhiheng. From mass media to microtargeting: the evolution of brand communication strategies in consumer culture formation // Экономика и безопасность. — 2025, №7. — URL: https://voenvestnik.ru/PDF/25ES725.pdf

From mass media to microtargeting: the evolution of brand communication strategies in consumer culture formation

Zhen Zhiheng
master
Belarusian State University
Minsk, Republic of Belarus

Abstract. This article examines the evolution of brand communication strategies from mass media to microtargeting and its impact on the formation of consumer culture. Mass media, based on standardized messages and wide reach, created common cultural narratives, while microtargeting, using algorithmic personalization and data analysis, fragments consumer experience, amplifying individual preferences at the expense of collective cultural practices. An analysis of the key factors in this transition media fragmentation, digital revolution, changing consumer behavior and technological innovation demonstrates how microtargeting is transforming the mechanisms of cultural production, creating paradoxes: hyper-personalization and algorithmic homogenization, amplification of identities and limitation of cultural diversity. The article highlights the need for further study of the long-term implications for the cultural landscape, including issues of consumer agency and the power of digital platforms.
Keywords: microtargeting, mass media, consumer culture, algorithmic personalization, media fragmentation, digital transformation.

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