Long Tail Research
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The document discusses Chris Anderson's theory of the "Long Tail" and how it has impacted culture. It states that filtering services now help people find niche interests and that this democratic discovery benefits both consumers and media distributors. Instant feedback on social media like likes on Facebook is also changing how recommendations are shared more quickly. Small groups are then asked to research how the Long Tail theory applies to industries like film, music, and television by analyzing both secondary data on niche products and primary data from a sample of people on their media consumption habits.
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Long Tail Research
- 1. The Long Tail “Chris Anderson, 2006”
- 2. Impact of the Long Tail on our culture? • People develop filtering services to help people find niches – recommendations, lists, customer reviews, blogs etc. • This is a democratic development as the public can share their opinions but it also benefits media distributors as well. • In the online age instant feedback happens more quickly and more often. • Think about the ‘like’ option on Facebook.
- 3. Group Research Task In small groups apply and test the theory of the long tail (you can use this case study in the exam) to one of the following industries: • Films • Music • Television Conduct some secondary research: Is there evidence of the Long Tail operating in your area? Can you find examples of niche products? Conduct some primary research (mixed representative sample of 20+ people) . Find out about their media consumption of ‘well known products’ and niche products. Collate your results and apply Anderson’s theory. Are Anderson’s ideas over stated or is the Long Tail benefitting producers and audience?. Write up your results, incorporating Anderson’s theory so it can be handed out to the rest of the class.