Date of Award


Degree Type


Degree Name

Master of Arts


Media Studies


The long tail has emerged in the digital era as a theory for explaining the economics of new media commerce. It postulates that new business models will dominate digital industries with the emphasis of selling smaller quantities to more consumers. The implications of media production are significant including the decline of hit-driven media content, the democratization of media production and the liberation of the media consumer from a small selection of media products. Long Tail theory supports Post-Fordist claims of the digital age whereby the economy is transforming from the production of goods to the production of innovation and resources and structures are being redeployed from mass production efforts to mass specialization. It is the purpose of this paper to examine the videogame industry in light of long tail theory.



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