Convergence Journalism

7/21/2019 Convergence Journalism

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Convergence Journalism



Taking place in many levels

Convergence of media

Convergence of industries



What is it?

Convergence can be best described

as the fusion of all forms of media

And as it incorporates these various

forms, it thus becomes a medium in &

of itself



Convergence

We live in a world of communication

revolution

What is happening in this field has beendescribed as

All modes of communication we have devisedsince the beginning of mankind are comingtogether into a single electronic system driven bycomputers

The process of convergence is taking placewith anytimeanywhere availability of voice,data & video



What makes it possible

!ew digital communication technology

"igitali#ation & computeri#ation have

facilitated the process of mediaconvergence

Computeri#ed communication is part ofevery medium$s operation today



Therefore, the water tight

compartmentali#ation of various

media is a futile e%ercise

"igitali#ation opened new possibilitiesfor creation of services within &

beyond the framework of traditional

communication sectors



"igital communication has reduced

information into discrete, identifiable &

more easily transferable pieces ofinformation

t also efficiently ma%imi#es thetransfer of information by allowing

more signals to move through a single

communication path



!etwork convergence utili#es this

attribute of digital communication to

efficiently & effectively distribute differenttypes of informationvoice, data & video

on the same communication network

'edia convergence is leading to the

death of time & space which is in a way

assisting the process of globali#ation bymaking what is global as local & what is

local as global



'edia convergence and

(lobal village



Today$s world is aptly described as a

global village in which a web of

information networks interconnectsindividuals in nearly instantaneous

global communication

Canadian 'edia (uru coined the

term global village in the year )*+



-e proclaimed a sort of borderless

world in which communication media

would transcend the boundaries ofnation

Time has ceased, space vanished. itis a world of simultaneous

happening of all at oneness



-e correctly saw different media

working together or converging to

form a global village

n the global village information &

e%periences are freely available for allto share



(lobal village is a world interconnected

by internet, world wide web & new

communication media which is creatinga more or less uniform global culture

characteri#ed Americani#ation &

westerni#ation



The advent of satellite channels,

global news networks & nternet

brought drastic changes in the mediaenvironment from )** onwards

The definition of news changed fromsomething that has happened to

something that is happening at the

very moment you are hearing orwatching it



/esult of media convergence

01ush & 1ull$ media are controlling the media

direction as the importance of word is declining

2roadcast T3 is the push medium wherein a

select band of producers decide what content isto be created, create it & push it down to the

audience

The web is a pull medium as nothing comes to

an audience unless he4she choose it & click on

to it to pull it down on the computer



The era of passivity is over, while

interactivity takes the norm

nteractivity did not begin with the

nternet rather began with the advent of

remote control when the audience wassitting in the drivers seat as co

producers

nstead of an entire program viewing,

viewers saw content in 56 mnt segment



nteractivity takes a different for

today, interactive T3, radio7

2uy products while watching it on T3,

or the likes

1articipate in program content



The growth of global media

8n the other side



n )** media started to operateacross national borders & have a

greater impact on national cultural

systems

'ergers & ac9uisition took place

among the global media giants

t is a battle of si#e



Attaining a giant si#e is only one part

of the story

After relegated to a certain si#e, the

corporate strategy shifts to ways of

making it more self sufficient, throughvarious internally promoted cross

promotions or through what is known

as synergy



C!!A8:, Time WarnerTurner,

"isneyA2C, 2ertelsman/andom

-ouse, American 8nline!etscapeetc

Cross promotion of various mediabrands through synergy was the basic

business strategy behind all mergers



"isney brought A2C for broadcasting

its movies & cartoons

Time Warner purchased Turner

2roadcasting for cross promoting its

maga#ines & films on C!!

Time Warner & American 8nline have

merged for promoting the products ofC!! through nternet



The attitude of media industries changed

They were no longer interested in beingthe biggest or most successful

They had to be more to build their

potential empires across sectors



;our ma<or types of ownership was found to

develop

Chain

3ertical

Cross mediaConglomerate



3ertical

A corporation owning& operating a largecity daily may alsoown & operate other

media, news &advertisingsyndicates, a papermill & atransportation systemetc=

These alliedinstitutionscontribute to thesuccess of thenewspaper

t indicates that amedia company

monopoli#es theproduction of theingredients that gointo the making ofthe media products



Chain

When more than one newspaper

published by the same establishment

from more than one centre=

The same media company owning

numerous outlets in a single medium

>% Chain of newspapers, a series of

radio stations etc



Cross media ownership

When the same company owns

several media outlets

>% radio & T3 stations along with

newspapers, maga#ine, music,

dotcom etc

/upert 'urdoch !ews Corporation ltd



Conglomerate ownership

@everal business one of which is

media business



The result

"eregulation

'ost of the owners of media areowners of nonmedia products as well

"isney have significant business

interests in the running of 5 othernonmedia concerns including 2oying& ahoo



The "irectors of !ew ork Times have

active business relationships with )*

business concerns including ;ord'otor Company, Johnson & Johnson

1epsi Co=

The result is that the media

corporations are often forced to

protect the business interests of transnational, thereby pushing the interest

of the audience to the background



'ore powerful & wealthy the media

giants are, poorer is the prospect of

plurality & democracy

n an ad based, profit driven commercial

media, public space for informatione%change & discussions, that are so

essential for democratic processes &

freedom of e%pressions is fast shrinkingleading to weakening of public

broadcasting system



The rapid changes in the global media

systems has resulted in the formation of

advertising based media

54Bth of global ad spent is by large

T!C

n case of print media DE revenue

comes from ads, so much so that eveneditorial space is compromised



Advertising & product variation becameprimary competitive weapons of

corporations in place of cut throat pricecompetition to protect & e%pand theirmarket shares

As advertisers are the ultimate contentfunders, the most important transactionin the media market place does not

involve media corporations sellingcontent to audiences but sellingaudience to sponsors



Thank you

Documents

Convergence Journalism