Book Review of Convergence Culture

Sarah Hsu

About the Author: Henry Jenkins

• Born June 4 1958, Atlanta Georgia

• Studied MA, Communication Studies & Ph.D., Communication Arts

• Professor at University of Southern California & Author of 3 books • Blogs at http://henryjenkins.org

Topics & Theories in Convergence Culture

• Convergence of Media • Black Box Fallacy• Affective Economics• Loyal Viewers vs. Zappers

• Example in today’s pop culture:– American Idol

Convergence Culture• Interdependency of

communication systems

• Mixing media : the way we see, think about and use media

“…where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.” (Jenkins)

Black Box Fallacy

“Old media are not being displaced. Rather, their functions and status are shifted by the introduction of new technologies”

(Jenkins)

• The convergence of media

through one single black box.

Affective Economics• Relationship between

network, sponsor & viewer

• Associative marketing: emphasizing the viewer’s emotions

builds on the relationship between the network, sponsor and viewers. Using associative advertising or lifestyle marketing to configure the marketing theory, affective economics emphasizes the consumer’s emotions to drive the force behind their purchase. The viewer comes to know each contestant like a friend, learning about their history, career aspirations, personality and family life.

• American Idol: • Coca-Cola products &

paraphenelia • AT&T Wireless phone &

text message votes

Zappers vs. Loyal Viewer• Zappers – channel surf

• Loyal Viewer – devoted followers, constant interest

• Niche targeting 20/80 rule

• American Idol cliffhangers & votes

Thank You

• Presentation topics posted through

Twitter @sarahshsu

• Powerpoint available through Slideshare

• Links posted on Schulich SMM Facebook group