There is a popular theory that the internet, and information technology in general will substantially lower the transaction costs of selling hard to find products and services and increase the collective share of niche markets, information and viewpoints. Chris Anderson in his wildly popular book, “The Long Tail” calls these niche products and services the long tail of markets.
He claims that internet driven distribution will be able to cater to minority tastes, and individuals will be offered greater choice, and will be able select items that they may never even have known existed. He argues that by destroying the current model where popularity is currently determined by the lowest common denominator, a long tail model may lead to improvement in a society's level of culture.
This seems to be true for business. Some of the most successful Internet businesses like eBay (auctions), Amazon (retail) and Netflix (video rental) have delivered stunningly successful businesses by leveraging the Long Tail as part of their business models.
However, the same may not be true for culture. The counter view in fact is more frightening, and may well be more correct.
Cass Sunstein, a Law professor at the University of Chicago in his book, Republic.com has argued that the internet causes us to become more extremist and close-minded by exposing us to very selected and biased array of viewpoints. He describes a world where “you need not come across topics and views that you have not sought out. Without any difficulty, you are able to see exactly what you want to see, no more and no less.”
Christine Rosen, author of “Preaching Eugenics” says that we have moved into a world of “egocasting”—a world where we exercise an unparalleled degree of control over what we watch and what we hear. We can consciously avoid ideas, sounds, and images that we don’t agree with or don’t enjoy.
Our technologies—especially the Internet—are encouraging group polarization: “As the customization of our communications universe increases, society is in danger of fragmenting, shared communities in danger of dissolving.”
When you combine these philosophies with Huntington’s theory in The Clash of Civilizations, it paints a frightening picture. Huntington says that the great divisions among humankind and the dominating source of conflict will be cultural and that the fault lines of civilizations are the battle lines of the future.
By encouraging the polarization of groups, the internet may well be fueling the growth of terrorism. The fact of the matter is that this is something we are seeing today all around us. Along with the growth of the internet, we have seen a growing cultural assertiveness, which is seeing the rise of fundamentalism and terrorism. And this is largely a middle class phenomenon. - the group which has been exposed to the internet the most. From 9/11 to the UK bombers, the terrorists were all middle class educated people.
To counter this, Sunstien says that “People should be exposed to materials that they would not have chosen in advance,” he notes. “Unplanned, unanticipated encounters are central to democracy itself.”