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Media convergence presenation


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Media convergence presenation

  1. 1. Media Convergence Ali Burke & Ben Joly
  2. 2. Definition • Intersection of Old and New Media • ‘The flow of content across multiple media platforms, the co-operation of between multiple media industries, and the migratory behaviour of media audiences.’ – Jenkins • Shift in form of media.
  3. 3. Two Recent Trends in Media • New technology has expanded the range of media and it’s levels of accessibility and interaction. • Ownership of all forms of media has concentrated into the hands of very few. Eg. Rupert Murdock and News International
  4. 4. ‘Convergence a process, not an endpoint.’ • Convergence is an unfinished process • Rate of convergence not steady over time • Rate of convergence uneven over the planet. Different rates of convergence depending on how developed the country is. Eg. USA fastest rate of convergence compared with slow rate in less developed African countries.
  5. 5. Effects of Media Convergence • Our ties to older forms of social community are breaking down physical geography is less important are there are new forms of community emerging. • Alliances with nation states re-defined. • Old systems of distribution and ownership challenged.
  6. 6. • ‘Convergence is both a top down corporate- driven process and a bottom up and consumer driven process.’ • Expansion by the media companies but my participation by the users through new medias. • ‘Fighting for the right to participate more fully in their culture…and talk back to the mass market content.’ • Shift from passive consumers to active ones through new media forms. Eg. Twitter
  7. 7. Effects of the consumer • More active and influential • More socially connected and less isolated • More migratory and less loyal to forms of media because of greater choice. • More resistant and less compliant. • ‘Active and critical consumer…creating new opportunities for academic intervention.’
  8. 8. 9 Sites where important negotiations occur between producers and consumers. • Revising audience measurement- Shifts in cultural power, some groups gaining influence and others being marginalising. • Regulating media content- Push away from consensus style media. Consumers play greater role in determining regulation due to more media interaction. • Re-designing digital economy- New economy emerged online due to commercialisation of the internet.
  9. 9. • Restricting media ownership – Restrictions lifted therefore some fear more media consolidation by large media companies, which, however, can lead to more public awareness and dissatisfaction. • Rethinking media aesthetics- Comsumers can create an unprecedented degree of complexity and generate a depth of engagment. Eg. Films such as The Matrix with large online fanbase.
  10. 10. • Redefining intellectual property rights – New media complicates traditional intellectual property rights. Eg. Warner Bros asserting rights over Harry Potter franchise to shut down fan websites. • Negotiating relations between producers and consumers – Gaming companies promoting online fan communities to game feedback and create awareness in contrast to recording industry.
  11. 11. • Remapping globalisation – New media expands ideas globally not just from the west but also from the asia. Eg. Nintendo as a Japanese based gaming company with huge recognition in America. • Re-engaging citizens – Popular culture becomes the venue through which key social and political issues get debated. ‘Culture where the lines between consumption and citizenship and blurring.’ eg. Online protests against Abercrombie & Fitch for un-politically correct t-shirt range.