The long tail theory (Chris Anderson, 2004)

The long tail theory is a theory that can be used to describe the way in which new technologies have enabled audiences to have choice over the amount of media they can access. Not just mass/popular, but niche. Initially written baed on music streaming, it now can be applied to video on demand and streamed media. Through recommendation systems (Web 3.0 or the semantic web) niche products are often promoted. 

I have gathered that the long tail theory tells us that we access an infinite amount media due to the impact of social media and the internet. This means we can find a more specific search that are suited to are niche audiences. For example, in someone wanted to buy a CD from HMV then they have maybe the top 20 available to them but now you can access the music from a whole plethora of artists thanks to how social media allows smaller artists to post music for people to hear.

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