DEFINING MEDIA CONVERGENCE

A Quick Look into the Meanings and Implications of Media Convergence and Convergence Culture

jasoncktham

Mass Communication Seminar in Media Convergence | St. Cloud State University

To convergemeans…

Readings

• Rich Gordon, The Meanings and Implications of Convergence.

• Henry Jenkins, Worship at the Alter of Convergence: A New Paradigm for Understanding Media Change.

• Vincent Miller, Convergence and the Contemporary Media Experience.

Forms of Convergence

• Technological Convergence• Regulatory Convergence• Media Industry Convergence• Convergence Culture and

Participatory Media

Technological Convergence

• Functional convergence• Trade-off advantages and disadvantages

Regulatory Convergence

• Deregulatory strategy to avoid media monopoly• Telecommunications regulatory reform

Media Industry Convergence

• Horizontal and vertical integrations• Synergy for business operations• Merger and acquisition

Convergence Culture

• Media corporations try to save money + new means of production and distribution convergence culture

• Consumer power• 3 basic elements in emerging convergence culture:

• Cross-media experience & consumption of cultural goods• Participatory media culture• Collective intelligence

• Key elements of “Produsage”

• More on convergence culture later

Meikle’s Four Dimensions of Convergence

Technological Social

Industrial Textual

Meikle’s Four Dimensions of Convergence

• Technological: the combination of computing, communications and content around networked digital media platform

• Industrial: the engagement of established media institutions in the media space, and the rise of digitally-based companies such as Google, Apple, Microsoft, and others as significant media content providers

• Social: the rise of social network media such as Facebook and the growth of user-generated content

• Textual: the re-use and remixing of media into what has been termed a “transmedia” model where stories and media content (sound, images, and written text) are dispersed across multiple media platform

A Closer Look into Media Convergence

• Convergence in media technology (technological convergence)

• Convergence in media organizations

Five Meanings of Media Convergence

Tactics

Structure

OwnershipInformation

Gathering

Presentation

/ Storytelling

(for media corporations)

H. Jenkins on Convergence Culture

• Old media are passive, new media are interactive• Consumer to have more control over media consumption,

production, and distribution

Convergence is consumer centered

• Consumers = media producers• Not just technological advancement… it’s a cultural shift

Convergence is old wine in new bottles

• Old concepts given new meanings• We don’t have the language of convergence yet

Convergence is change / evolution

• A complicated process• Old media never die• The Black Box Fallacy

Convergence is not an endpoint

• Always in flux• No universal control(ler)• We constantly learn how to interact with media content in

new ways

Convergence is a cultural phenomenon

• Convergence happens when we use new technologies in our daily lives (run errands, take selfies, etc.)

• Convergence is both top-down and bottom-up processes, corporate convergence coexists with grassroots convergence

Further readings: Narang (2012)

Digital Media Convergence: Are the Stakeholders Listening?

• Understanding consumer media consumption patterns is key for media stakeholders to stay ahead of the changing curve

• Focus: TV & online videos production & distribution• Game changers:

• Consumer electronics sector is blooming• Compression technology and HD quality videos• Premium content as a trend• Consumers as publishers

Further readings: Narang (2012)

• What consumer wants:• Ease of content search & navigation• Quality content• Flexibility & control (what & when to watch)• Ubiquity of content & choice of consumption device• Right price tag & service personalization• Socialization of media consumption

Further readings: Ito, et al. (2008)

Living and Learning with New Media

• Convergence allows new media to be integrated in the education and social life of youths

• Two kinds of motivations:• Friendship-driven practices• Interest-driven practices

• New media allows for a degree of autonomy and peer-based learning

• New genres of participation:• Hanging out• Messing around• Geeking out

Further readings: Lawson-Borders (2003)

Integrating New Media and Old Media: 7 Observations

• Seven observations of new media convergence to be used as a strategy for best practices:• Communication: ongoing conversations about convergence • Commitment: corporate leaders to commit to changes• Cooperation: cross-departmental staff working together• Compensation: additional trainings for staff, pay them well• Culture: cultural changes within the industry• Competition: healthy competitions among local markets• Customer: strive to meet their needs and expectations

Discussions

• What are some perks and/or frustrations you have had with recent technological convergence?

• What kinds of convergence do you hope to see (or not to see) in the future? Why so?

• Who, in your opinion, drives convergence culture? Is it media owners/producers, consumers, or the government?

• Have you ever had the experience in which your work (as a media consumer) went “viral” while you least expect it?

• In a broader sense, do you think media convergence promotes diversity and democracy in our society? Why/how so?

DEFINING MEDIA CONVERGENCE

Thank You.

jasoncktham

Mass Communication Seminar in Media Convergence | St. Cloud State University