What does mainstreaming mean?
Mainstreaming means making something part of the dominant culture, market, or public consciousness, or becoming accepted within it oneself. The word is commonly used in discussions of technology, entertainment, politics, fashion, and social policy: a service may mainstream an unfamiliar kind of content, while campaigners may debate the mainstreaming of a formerly controversial product or practice. It can imply acceptance by a broad audience, but it does not necessarily mean that something is universally liked or that its original character has been preserved. As a noun, “mainstreaming” names this process, as in the mainstreaming of online education. The term derives from “main stream,” originally the principal navigable channel of a river, which was later used figuratively for the prevailing direction of society or culture.
To bring something into the mainstream or cause it to gain broad public acceptance.
"Editors and producers helped mainstream the documentary format."
Often used when a previously niche, excluded, or experimental subject becomes widely accessible or accepted.
The process of bringing something into the mainstream or of gaining acceptance within it.
"The mainstreaming of podcasting changed the audio industry."
Usually used as an uncountable process noun, especially with “the” followed by a possessive form or a gerund phrase, as in “the mainstreaming of cannabis.”
Rare; the noun is normally used in the singular or as an uncountable process noun.
"The two mainstreamings represented different stages in the technology's development."
The phrase “main stream” originally referred to the main navigable channel of a river before it came to mean the dominant current of culture.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Where does mainstreaming come from?
Mainstreaming ultimately derives from “mainstream,” formed from “main” and “stream.” “Main stream” originally referred to the principal channel of a river; by the early 20th century, “mainstream” had come to denote the dominant tendency within a culture, society, or market. The verbal use meaning “bring into the mainstream” developed from this figurative sense, while the corresponding noun denotes the process of doing so.
Related word forms
How mainstreaming is actually used
The word often carries political or cultural implications, suggesting that something previously excluded, niche, or controversial has been made broadly acceptable. In business and technology contexts, it is often neutral and describes the process of reaching a general audience.
Easily confused with mainstreaming
Mainstream is the standard or dominant form of a culture, system, or activity, whereas mainstreaming is the process of bringing something into that position.