Introduction

In October 2004 Wired magazine published an article by Chris Anderson introducing the concept of the Long Tail.

While generally pegged as a theory of business strategy in the internet age, Anderson has noted how it has been found to have implications for other fields.

This is because, while often applied to business, it is perhaps even more a theory of culture.

It tells us that culture is not what we have thought it to be over the last 50 years, and that the internet is bringing about changes which reveal a much greater cultural diversity than hitherto realised.

And cultural trends are an issue of great relevance for politics and politicians; their impact can be significant.

So this leads us to the questions considered in Part I: How does the Long Tail apply to politics? What will hasten its application? And what will happen as its impact is felt?