Next In Culture
Julia Makhalova-Chi, JonCultural critiques and brand observations for professionally curious people.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 25 | Founded | 4 years ago | Last Issue | 13 days ago |
| Active | |||||
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nextinculture.substack.comLatest Issues
If technology is the closest thing to magic, WTF is the enchantment?
The real magic of technology may be returning control of the machine to the person using it. Steampunk has already given the blueprint; in 2026, the real dream is to become a tech tinkerer.
Arthur C. Clarke said that any sufficientl...
Let the Rage Train the Machines
TL;DR While the internet argued about whether Sydney Sweeney’s ad was good or bad publicity, the machines were learning that “Sweeney,” “betting” and “women’s sports” belong together, with millions of humans doing the training for free.
*...
Next in: Brand Advertising
TL;DR: The Mad Men era is done. Advertising is discovering its new role in a world where everyone hates ads. Three responses are emerging.
- Ambient attention is brands staying deliberately in the background, designing moments people wa...
Next in: Media
TL;DR: Cultural power is moving from institutions to feeds, creators and algorithms. Disney is licensing its IP to fans, pop is adapting to algorithmic selection, and a16z is investing in real-time narrative control. The old gatekeepers are...
The Big Soccer Cup Came and Went. Now What?
TLDR: The FIFA World Cup gave Americans a new taste for soccer, but MLS will likely fail to turn the attention into fans. Global sports win new audiences through stars, rituals, rivalries, and stories that give strangers a way in. Visibilit...
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| Subscribers | Engagement | 69 | Monthly Web Visits | ||
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Authors
The writers behind this newsletter.
I'm a cultural strategist. I help brands and storytellers find their place in culture.
Jonathan is a seasoned journalist and astrologer, now based in SE Asia, after 10 years with state media in in China. He is in a tin hut in south Thailand, but he is looking at the stars.
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