» Media Convergence is a combination of all
types of new and old media, so users can watch
TV on the internet. There are more ‘screens’
available in this period of time, which gives
consumers various possibilities and choices to
allow them to personalise how to they take in
their media diets.
» Henry Jenkins feels that media convergence is
an on going process according to various media
technologies and audiences.
These are the 5 processes:
» Technological Convergence
» Economic Convergence
» Social or Organic Convergence
» Cultural Convergence
» Global Convergence
» Technical convergence is the trend of
technologies that merge together into new
technologies; it expands the potential
relationships between the media forms.
» E.G. Xbox game consoles can be used for music
and video playback, connecting to the internet,
as well as playing games.
» The rise of entertainment industries taking over
mass media, such as Sony, which integrates
different sectors of the media, such as phones,
laptops, music equipment and game consoles.
» Consumers’ multitasking approaches for
navigating the new information environment.
An example of this would be a user listening to
music on their mobiles phones or using Word to
compose a letter.
» This type of convergence allows users to
explore new forms of creativity and participate
with each mediums. It encourages storytelling
across multiple channels. Cultural convergence
describes the new ways that media audiences
are engaging with and making sense of these
new forms of media content.
» The global circulation of media content which is
leading us towards a digital renaissance (a
period of transition and transformation that will
affect all aspects of our lives). This is because
consumers are now becoming producers and