"Bigger the population, the more minorities. Don't step on the toes of the dog lovers, the cat lovers, doctors, lawyers, merchants, chiefs, Mormons, Baptists, Unitarians, second-generation Chinese, Swedes, Italians, Germans, Texans, Brooklynites, Irishmen, people from Oregon or Mexico. The people in this book, this play, this TV serial are not meant to represent any actual painters, cartographers, mechanics anywhere. The bigger your market, Montag, the less you handle controversy, remember that! All the minor minor minorities with their navels to be kept clean. Authors, full of evil thoughts, lock up your typewriters. They
did. Magazines became a nice blend of vanilla tapioca. Books, as the damned snobbish critics said, were dishwater. No
wonder books stopped selling, the critics said. But the public, knowing what it wanted, spinning happily, for the comic books survive. And the three-dimensional sex magazines, of course. There you have it, Montag. It didn't come from the Government down. There was no dictum, no declaration, no censorship, to start with, no! Technology, mass exploitation, and minority pressure carried the trick, thank God. Today, thanks to them, you can stay happy all the time, you are allowed to read comics, the good old confessions, or trade journals."
Some people would say that this has already essentially happened to us, and there's some truth to that. Certainly, there's a strain of popular culture that is basically inoffensive pablum. But that's always been woth us, and it hasn't taken over; I'd say it isn't even dominant. I think we've seen the opposite in the past ten years or so: entertainment (and other products) are increasingly niche-marketed; markets are fragmented, a version of everything for every conceivable taste and temperament. Each minor minor minority has its web sites and news sources and interest groups, and then can all carry on their self-contained lives independent of the others, except when they get in yelling matches with each other, or fight over things like TV ratings or political power. Between the extremes of blandly inoffensive and totally self-regarding lies an ideal of comity that we once, supposedly, enjoyed.