This document explores using various media like posters, websites, and social media to promote a story about microbreweries in Melbourne, Australia. It discusses converging different media types to craft and tell the story, with the goal of tapping into the culture of the local microbrewery scene and connecting with a community through shared interests and storytelling across networked platforms. The document references how this strategy relates to ideas of convergence theory and forming connections in virtual "knowledge communities".

2. Intention… To explore the ideas of Convergence Theory through the use of various kinds of media in order to tap into (pun intended) the Micro-Brewery culture in Melbourne.

3. The Beer Baron

4. Convergence… By converging different kinds of media we crafted and promoted our story.

5. Main Page Meet the Team Mission Statement http://thebeerbaron.org/

7. TUMBLR …

9. Posters…

10. Facebook Profile…

12. Community Page…

14. Relation to My Tribe… “… global citizens linked through networked knowledge communities.” “…‘ my tribe’ taps into mythmaking and deep traditions of storytelling…”

15. Fin. Fin…