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/population, but niche. Initially written based 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.

The long tail theory states because of the advancement of technology this has enabled them to have a choice of the what type of media they want to consume but with this it has reduced the amount of physical copies of products and now everything is becoming digital.

moral panic is a theory that can be used to describe the way in which the mass media create folk devils out of products or groups of people.

Fake news is the way in