In the first chapters of The Long Tail, Chris Anderson introduces simplified concepts of his theory, from briefly tracing its history to envisioning the future of the evolving market. He shows that the web amplifies power and extends reach. What will happen as the web evolves to be even more universal and interactive web 2.0 and beyond?
There are overall positive implications with the power of the collective, a democratized power that is shifting back into the hands of the majority, and not just the elite gatekeepers of society.
The traditional one-size-fits-all mass market is changing to one of millions of niches. These endless choices, customized to our unique and diverse interests allow endless options of understanding, informing, creating, sharing. Most importantly, it allows and even entices us to step farther outside of the limited world we know. We can increase our scope of knowledge and clarify our field of vision. We can expand our understanding of others, the world we share, and the diverse wonders within it.
In Convergence Culture, Jenkins points out, the current media change is "reaffirming the right of everyday people to actively contribute to their culture" (136). How will we choose to implement and incorporate these powerful tools and technology into our lives, culture, and society?
Marshall McLuhan was concerned about the impact of mass media. His idea is that society is shaped in accordance with the dominant medium of the time. The emerging medium of Web 2.0 is intricate, complex, and highly interactive. How does our society already reflect these traits?
Susan Dalton
Susan, I agree with you. The future of the new new media is uncertain as is our future with it. It can be an excellent tool in the when used correctly. The possibilities are limitless. The Long Tail sheds light on the power behind mass media marketing-the power IS in the numbers. The 98 percent rule proves this theory is legit. We ARE enticed and lured in by the possibility of limitless information and expansion tailored to our each and every whim. As Marina explained and you declare, today’s new media is interactive and that in itself is enticing!
ReplyDeleteShannon White
"How will we choose to implement and incorporate these powerful tools and technology into our lives, culture, and society?"
ReplyDeleteThe challenge there will be for the interwebs to empower people from all areas of the world and so-called levels in society and will, I hope, enrich all of us culturally as opposed to enriching the moneychangers, bankers and mega-retailers.