Résumé
Social media provides a space where individuals and groupings with heterogeneous cultural backgrounds interact alongside various corporations. Consumer cultures and marketing cultures interact constantly and create "mixed" cultural spaces. While cultural clash and cultural standardization are the two expected outcomes, we often observe a lasting mixed structure. How is this possible? We propose a theory of cultural intertwinement which is able to explain how tension between standardization and clash is managed in consumption contexts. We use social media as a case from which we draw illustrative examples. Our theory draws mainly from practice theory and revolves around three main concepts: teleology, performativity and deontology. Our main idea is that cultural intertwinement happens when the goals (teleology) of the cultures are different but they still define their objects (deontology) in a compatible way. We explain how two cultures can intertwine but also how they can oppose.