What do you mean by “mainstreaming”?

At its core, #mainstreaming is how we, often unconsciously, uphold and reproduce the values of the dominant system. In our time, that system is #neoliberalism, or what I metaphorically call the #deathcult. It’s the air we breathe: shaping our politics, our economics, even the food we eat and how we relate to each other.

In activist terms, #mainstreaming too often means pushing this dominant worldview into alternative spaces, building careers and institutions that play progressive on the surface, but ultimately reproduce the very system that’s driving the crisis. It’s what happens when people take grassroots energy and repackage it in #NGO boxes or #dotcon business plans. The result? We end up feeding the monster we’re supposed to be fighting.

This is the path to #stupidindividualism, where neoliberalism “common sense” didn’t just attack unions, welfare and public goods – it atomized our very identities. Over the past 40 years, we’ve been trained to act as isolated economic units. Individualism replaced solidarity. Competition replaced care. This is what we metaphorically call #stupidindividualism – the corrosive belief that the only way forward is by looking after yourself, even when your actions are part of a system that destroys community and climate. And as history has shown us, when communities collapse, what rushes in to fill the vacuum is fear, resentment, and authoritarianism, in a word: #fascism.

In real-world examples, let’s take @NovaraMedia. They produce great content. But their distribution strategy is rooted in #dotcons (YouTube, Twitter, Instagram), and their cultural aspirations are aimed at becoming the next @Guardian – a new node in the old system. They’re playing inside the media ecosystem of the #deathcult. Now, there’s nothing wrong with wanting to grow an audience. But if we don’t also invest in building and sustaining #grassroots alternatives, we’re just treading water in the mainstream’s tide.

Most NGO agendas follow this same mainstreaming logic: speak in respectable tones, aim for policy tweaks, never rock the boat too hard, and above all, protect your funding. This echos my experience of doing media training and its limits, i’ve spent 25+ years training thousands of people to create radical, grassroots media, through projects like #Undercurrents, #Indymedia, #visionontv, and now the #OMN. Here’s what happened: Most of those trained went on to have careers in mainstream journalism or #NGO communications. Almost none stayed with grassroots projects. And honestly, I kinda don’t blame them, it’s hard to survive outside the system. But that’s the problem: without long-term support for non-mainstreaming work, there’s no soil for alternatives to grow.

We trained them to change the world, but the world trained them to change careers. So what do we do? If we don’t build real, working alternatives, then the only future left is one where billions of people die or are displaced over the next 100 years, from accelerating #climatechaos, and the rise of digital authoritarianism and political fascism. That’s why we need to push back against mainstreaming, not with purity politics or infighting, but with tools and structures that offer real alternatives.

The #OMN (Open Media Network) is one such tool:

Technically solid

Politically grounded in the #4opens and #PGA hallmarks

Designed to resist co-option by the #NGO sector or #dotcon logic

Rooted in peer-to-peer cooperation instead of hierarchical control

This path is a seed of something better, not perfect, not finished, but growing from decades of experience. We can’t blame people for trying to survive, but still we can and must build and defend spaces that nurture something, different, better.

Otherwise, the #deathcult “wins” by default.