" Today we’re not so much fragmenting as we are re-forming along different dimensions. These days our watercoolers are increasingly virtual; there are many different ones; and the people who gather around them are self-selected. Rather than being loosely connected with people thanks to superficial mass-cultural overlaps, we have the ability to be more strongly tied to just as many if not more people with a shared affinity for niche culture.

Although the decline of mainstream cultural institutions may result in some people turning to echo chambers of like-minded views, I suspect that over time the power of human curiosity combined with near-infinite access to information will tend to make most people more open-minded, not less.

As much as the blockbuster era seems like the natural state of things, it is, as we’ve seen, mostly an artifact of late-twentieth-century broadcast technologies. Before then most culture was local; in the future it will be affinity-based and massively parallel. Mass culture may fade, but common culture will not. We will still share our culture with others, but not with everyone. "

― Chris Anderson , The Long Tail: Why the Future of Business is Selling Less of More