The maxim: Quod principi placuit, legis habet vigorem, deemed foundational in Roman law, has exerted influence on the evolution of legal systems throughout history. Contemporary considerations prompt an analysis of this dogma in both historical and current political contexts, the latter discerning sovereignty in the voice of the people and democratic structures. The author posits that, instead of solely adhering to historical interpretations, scrutiny of this principle is warranted from the perspective of dynamic communicative processes and media. Undoubtedly in the era of Marketing 5.0, the viewer/reader/consumer of online content becomes a peculiar sovereign, possessing not only significant evaluative power but also the potential to influence a paradigm shift.
In today’s world, the consumer of online content plays a decisive role, imposing styles and narrative preferences on the content creator. Recognizing this, brands actively strive for content personalization, seeking alignment with the variable tastes and needs of the audience. This fact alone inevitably gives rise to numerous challenges, including the loss of control over the communication process and the necessity to consider various parameters effective in capturing the consumer’s attention. In the face of this dynamic context, the question arises: what are the consequences for communication and marketing strategy posed by emerging phenomena such as zeroculturality? Will the observed trends of selective identification with specific demographic, linguistic, or cultural traits among audiences in recent years impact the future shape and efficacy of brand communication?
The aim of this article is to draw the reader’s attention to a new phenomenon observed in the public sphere, which is highly likely to impact the mechanisms of political and business communication with audiences. The author identified this phenomenon during her research and provisionally named it “zeroculturality.” The results of the observations, which are discussed in detail in her monograph, will be presented here in a condensed form necessary to lay the foundation for further considerations. Zeroculturality refers to a growing trend in which traditional cultural boundaries and identifiers become increasingly fluid and fragmented, leading to a more individualized and less culturallyrooted form of identity. This concept may prove crucial for understanding how some contemporary audiences analyze content, and thereby assist brands and political entities in developing more effective communication strategies based on content targetting.