Long tail theory

Chris Anderson: Long tail theory 2006

This theory argues that products in low demand or that have a low sales volume can collectively build a better market share then their rivals, or exceed the relatively few current bestseller and blockbuster, provided the store or distribution channel is large enough. 

Anchorman 2004: Is now widely known success, but performed poorly at the box office taking $5 mill worldwide and $85 mill on release. how ever its availability through DVD sales etc. made it a cult success reaching a wider audience.

Long tails only possible with the distribution channels available through development in web and social media.    

Maslow's  Hierarchy of needs 1943 

This can be arguably be applied to social media. The use of 'likes' for example fulfils the psychological needs for belonging and esteem. Media producers know this