2. Welcome to convergence
culture, where old and new
media collide, where
grassroots and corporate
media intersect, where the
power of the media producer
and the power of the media
consumer interact in
unpredictable waysp. 2
3. Instead, convergence
represents a cultural shift as
consumers are encouraged to
seek out new information and
make connections among
disperseed media content p3
5. Not through media appliances
- Convergence occurs within
the brains of individual
consumers and through their
social interactions with others
p. 4
6. New media doesnโt kill old
media
- what dies are simply the tools
we use to access media content
7. 2 definitions of medium
โข Lisa Gitelman:
โข โฆ a medium is a technology that enables communication (one
way or two way)
โข โฆ a medium is a set of associated โprotocolsโ or social and
cultural practices that have grown up around that technology
p. 14
8. Old media are not being
displaced.
Rather their functions and
status are shifted by the
introduction of new
technologies
9. Protocols
โข Protocols express a huge variety of social , economic and
material relationshipsโ
โข The movie medium includes
the sprocket holes
โข The cinema
โข The feeling of seeing a film at home
(โwe waited for the DVDโ)
โข The reviews and reviewers
(rotten tomato etc).
โข This book โฆ is about the shifts in protocols by which we are
producing and consuming media p. 14
10. Cheskin Research 2002:
What we see now is the
hardware diverging while the
content converges
Your situated context p. 15
11. Extension
a content that extends outward
from its originating medium to
influence many other sites of
cultural production p. 19
โTentpoleโ is the term used by Drew Davidsen
12.
13. Transmedia storytelling refers
to a new aesthetic that has
emerged in response to media
convergence โ one that places
new demands on consumers
and depends on the active
participation of knowledge
communities