By Christian Sheehan, Jess Wager and Samantha Rees
What does ‘Convergence Culture’
It is the idea that things will ‘meld’ together into
In terms of ‘Media Convergence’, it is the idea
that eventually all forms of media will become
A ‘Convergence Culture’ is the idea of media
becoming a natural part of our culture, e.g. we
get news from our mobile.
Henry Jenkins believes there is going to be a ‘Digital
Renaissance’ – where this Media Convergence transforms
He says “there will NEVER be one box controlling all
We are entering an era where media will be everywhere,
and we will use all kinds of media in relation to one
another; e.g. music on the computer while watching TV
According to him, Old media will never die, as there will be
different media, genre and delivery technologies of ‘old’
media. Recorded sound, radio drama and CDs/MP3s seems
the same but all fall under a different one of those
Technological convergence is when you take
words, images and sounds and ‘transform’
them into speech and motion pictures etc. …
It is taking pieces of all forms of media and
digitalizing and combining them to make
Nicholas Negroponte labelled the
transformation of “atoms to bits,” the
digitization of all media content. (Henry
Jenkins, T E C H N O L O G Y R E V I E W, J u n e 2 0 0 1 93)
• Having two separate companies with different media
expertise, combine to assist each other in broadening their
• An example of this would be AOL Time Warner. Combined
they now control aspects in film, television, books, games,
the Web, music, real estate and countless other sectors.
• Economic benefit would result from this convergence as
they have more media platforms to generate income from.
• However, is it necessarily a positive when you have one
large corporation controlling multiple media platforms as
opposed to many well know singular corporations?
Social or Organic Convergence:
Organic convergence is basically another
term for media stacking.
This is when you use more than one form
of media simultaneously. For example,
you could be watching T.V whilst typing an
email on your computer while listening to
music through speakers etc. …
This is a common occurrence in late teens
to young adults as it is seen as more
Allows for participation from audience and
encourages them to get involved and feel like
they have more control in what they are
An example of this would be programmes
such as x factor and I’m a celebrity … as they
include the viewers opinion to direct the
development of the show.
It is said that ‘storytellers’ use multiple media
platforms to communicate with the audience
in a way that is most suited to them.
• With media in circulation all over the world. The
audiences are able to experience factors from many
different countries and cultures.
• This helps keep the industry up to date and
• By taking influences from many different cultures,
media can appeal more broadly from just the
• By having the influences so easily accessible (i.e.
via cinema) it could be used as an educational
device if used appropriately.