Mainstream

Mainstream, also called the general or mainstream orientation, is a term for ideas, culture, language and customs adopted by the majority of a society. It refers to what is typical for a given time and place and requires no special explanation when encountered.

The term is often used in contrast: mainstream stands opposed to what is called subculture, alternative practice, or the unconventional. The boundary between the two is not fixed; it depends on who is judging and when.

Etymology

The English word 'mainstream' originally comes from a river metaphor: the main channel of a river, which is larger than the smaller currents at the sides. The metaphor was extended to society: the main current that most people follow. In Somali it is translated as 'guud ahaansho' (the general) or 'habka guud' (the general way).

Use in media and politics

Mainstream media refers to newspapers and broadcasters with large audiences and standard editorial practice. In politics, a 'centrist' party or idea is one that approximates values accepted by many groups, whereas other ideas are called fringe. This usage is often contentious: some actors use 'mainstream' to claim legitimacy, while others use it dismissively to label conformists.

Commerce and art

In music, film and fashion, 'mainstream' refers to works designed for a broad market. Many artists begin in small venues and, once sales increase, are said to have entered the mainstream. Some early supporters view this as a loss of originality, which has led some to use the term pejoratively.