If you had been following the trends lately you know that mass audiences are out and small tribes are in. It’s all about a core group of fanatical users who sneeze about your message. Mass media and mass products are diluted by definition, they need mass appeal across a diverse audience. A mass message has to sacrifice meaning and focused intensity.
On the other hand tribal messages are focused, targeted and deep but there is a dark side. Like-minded fanatics emotionally invested in a leadership are an echo chamber. Sometimes I read one of the popular blogs and within five seconds after a post there are three comments how smart, visionary and creative is the author. There is no challenging dialogue and the stifling homogeneous agreement is far more toxic than the diluted mass media signal could ever be.
- Further Reading:
- The Shadows of the Tribal Tamtams
- Blogs – Public Remnants of a Dream
- Nominally this site was hacked
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