"“The continued fragmentation and proliferation of media touch points and content alternatives makes reaching masses of audiences difficult and aggregating them even more difficult . . . the only mass that is present these days is mass confusion, distraction, and clutter.”
But as Chris Anderson observed a year later in The Long Tail, the shift away from mass isn’t just a matter of channels and choices, mass confusion and media clutter. It’s a matter of culture. In Anderson’s view:
[The] Long Tail forces and technologies that are leading to an explosion of variety and abundant choice in the content we consume are also tending to lead us into tribal eddies.
When mass culture breaks apart, it doesn’t re-form into a different mass. Instead, it turns into millions of microcultures, which coexist and interact in a baffling array of ways . . . In short, we’re seeing a shift from mass culture to massively parallel culture . . . we’re leaving the watercooler era, when most of us listened, watched, and read from the same, relatively small pool of mostly hit content. And we’re entering the microculture era, when we’re all into different things.
And when we’re all into different things, it’s only natural that a wholly new, massively parallel universe of content creators should emerge to satisfy the hyperniche interests of our millions of microcultures."
Trechos retirados de "MicroMarketing: Get Big Results by Thinking and Acting Small"