Microtrends,＊ Mark Penn, the polling guru behind Hillary Clinton’s march on the White House, documents the fragmentation of the American public into multiple different groups and subgroups, each with its own specialised interests or shared outlooks: people addicted to plastic surgery, married couples who met on the internet, homeschoolers, Christian Zionists, ‘archery moms’ (a subset of the old ‘soccer moms’) and so on and on. It’s these narrower affiliations, existing beneath the traditional divides based on class, or race, or gender, that are increasingly being facilitated by the networking possibilities of the new information technology. Penn believes it is only by making a connection with these different groups that the politicians will be able to keep the public on side.
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