Henry Jenkins is a leading scholar on media convergence and its effects. He argues that old and new media are intersecting, blurring the lines between media content creators and consumers. As narratives expand across multiple platforms, the traditional containment of stories within single mediums breaks down. Additionally, emotional bonds form between brands and consumers through associative advertising techniques. Collective intelligence emerges as information is shared across communication systems and social media allows for collaborative authorship.

1. Media Convergence
Re-shaping the analysis of television

2. About the Author:
Henry Jenkins
• Born June 4 1958, Atlanta Georgia
• Provost’s Professor of Communication, Journalism, and
Cinematic Arts at the University of Southern California
• Editor/Author of
12 books
• Blogs at:
http://henryjenkins.org

3. • Convergence of Media
– Intersection of old and ‘new’ media
– Vanishing distinction between media participants
(active/passive) blends: user produced media
produsers, viewsers
• Black Box Fallacy
– Narratives expanded so they no longer “can” be
contained in a single medium and consistent
interaction with viewers
• Affective Economics
– Emotional bonds “product &
consumer”
• Collective Intelligence

4. Convergence Culture
• Interdependency of
communication systems
• Mixing media :
the way we see,
think about and
use media
“…where grassroots and corporate media collide, where
the power of the media producer and the power of the
consumer interact in unpredictable ways.” (Jenkins)

5. Black Box Fallacy
“Old media are not being displaced. Rather,
their functions and status are shifted by the
introduction of new technologies”
(Jenkins)
• The doomsday-like prediction
that the convergence of media
leaves one single black box.

6. TEXT
Paratext
EPITEX
T
PERI-TEXT
PERI-TEXT
Intertextuality

7. builds on the relationship between the network, sponsor and viewers. Using associative advertising or lifestyle marketing to configure the marketing
Affective Economics
• Relationship between
network, sponsor & viewer
• Associative marketing:
emphasizing the viewer’s
emotions
• American Idol:
• Coca-Cola products &
paraphenelia
• AT&T Wireless phone &
text message votes

8. Collaborative Authorship
• Social Media
• Youtube, Vimeo  extending possibilities for release of
“amateur” products
• Fan-editing

9. Collective Intelligence

10. Additional/Exterior meaning can be
FOUND
by those who seek and join information pool