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Electric Media To Digital Media Ab


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This is a deck about media fragementation and content convergence

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Electric Media To Digital Media Ab

  1. 1. Convergence New media paradigms of the digital age
  2. 2. The Electric Age Medium The Moving Image Message The Story <ul><li>At the onset of the electric age Marshall McLuhan said </li></ul><ul><li>the medium is the message </li></ul><ul><li>At this time electric media largely corresponded with only one or two delivery technology </li></ul><ul><ul><li>The Moving Image- Television, Movie Theatre </li></ul></ul>
  3. 3. The Digital Age Medium The Moving Image Message The Story Delivery Technology TV, Theatre, iPod, DVR, PC, Mobile Phone <ul><li>Delivery Technologies have became equally important in communications in the digital age </li></ul><ul><li>Due to advances in technology and the growth of the “specialized device” the term medium no longer suffices as a way to classify how communications are delivered </li></ul>
  4. 4. “ The old idea of convergence was that all devices would converge into one central device that did everything for you…What we are not seeing is the hardware diverging as the content converges”.* Cheskin Research. “Designing Digital Experiences For Youth,” Market Insight Series, Fall 2002, pp.8-9
  5. 5. Convergence/Fragmentation <ul><li>Fragmentation amongst delivery technologies and convergence amongst content are two sides of the same phenomenon </li></ul>Mobile TV Console Game DVR iPod PC Content