The Long Tail/Anderson 180-184

181 The result is that more and more individuals, who had been using only the (generic) mass medium because that’s all they had, have gravitated to these specialty publications, channels, or web channels, or websites. More and more use the mass medium less and less. And more and more will soon be most. The individuals haven’t changed; they’ve always been fragmented. What’s changing is their media habits. They’re now simply satisfying the fragmented interests that they’ve always had. There are as many fragments as there are individuals. Always have been and always will be.

184 In short, we’re seeing a shift from mass culture to massively parallel culture. Whether we think of it this way or not, each of us belongs to many different tribes simultaneously, often overlapping (geek culture and LEGO), often not (tennis and punk-funk).