  We investigate the collective behavior of a globalized society under the
influence of endogenous mass media trends. The mass media trend is a global
field corresponding to the statistical mode of the states of the agents in the
system. The interaction dynamics is based on Axelrod's rules for the
dissemination of culture. We find situations where the largest minority group,
possessing a cultural state different from that of the predominant trend
transmitted by the mass media, can grow to almost half of the size of the
population. We show that this phenomenon occurs when a critical number of
long-range connections are present in the underlying network of interactions.
We have numerically characterized four phases on the space of parameters of the
system: an ordered phase; a semi-ordered phase where almost half of the
population consists of the largest minority in a state different from that of
the mass media; a disordered phase; and a chimera-like phase where one large
domain coexists with many very small domains.
