konvergensi media lebih dari konvergensi teknologi dan konvergensi bisnis, namun juga bisa dilihat dari sudut pandang penggunanya

1. _Media Convergence:
Consumer
Perspective_
MUTHIA SEPTIANI. PUTRI ESTIANI. SABILUL MAARIFAH
KOMUNIKASI MEDIA 2010

4. News Consumer
HOW
Technological
Economic
Consolidation Cross-
Promotion
Journalistic

5. _Why Convergence?_

6. .

8. _Why Convergence?_

10. caused

11. “The reasons for convergence have to be
based on true journalistic collaboration.”

12. Back to the Core Goal:
Serving the public.
Avoiding Cross-
Promotion
ARE

13. _MIDDLETOWN MEDIA
STUDIES II_

14. TEMUAN
Men radio, softwares, instantmessaging, mobile phone
Waktuuntuk media cukupbanyak.Bisa9 jam!
Consumed anywhere, anytime, day and night
Women  TV,magz, books, telephone

15. CONCURRENT MEDIA EXPOSURE
eksposur terhadap konten dari bermacam-
macam media dalam waktu yang bersamaan
atau pindah-pindah
A
T
A
U

16. TVremains
thedominant,
buthow
dominant?
BUT….

18. Local media uses
the online to
disseminate more
local news

19. Matrix of User Generated Content
MonetizationLow High
Control
External
Internal
Personal Web
Page
Hosted Web site
Chat room
Citizen JournalismVideo
Report
Blog on third party
site
TheDrudgeReport,
Perez Hilton
Photo sharing on
traditional media
site
Mashup
Blog
Viral
Citizen
journalist
Chat room
Traditional
media siteRocketboom

20. LINEAR RECURSIVE LOOP!
become source
while receive
information
from another
source and
become
receiver while
give information
to another
receiver
development
from non
commercial to
commercial
and start from
small niche to
have brand
name

21. Consumers
Contributors
Creators
Adoption of convergence in
term of idea and product
by user:
Innovators, Early adopters, Early majority,
Late majority, Laggards
Non adopters

22. CHARACTERISTICOF CONVERGED
AUDIENCE
IS IT THAT EASY? SOMEHOW YES
“anybody in the audience with the right hardware
and minimal computer skills can become a mass
communicator” (Dominick, 1999)
Condition:
•Access tomediathatallowsto
reachandbereachedby
audiences
•Createcontent
USEDTONEED:
DISTRIBUTIONTO
ENTERMARKET
NOW: THEERA OF
WORLD WIDE WEB
As long asyouhave:
-Hardware
-Connectivity
-Minimal technicalskill (even
lower minimum skill level by
the day)
Then
-Createcontent
SOMEHOW???
video

23. Influence of
Interactivity
• McMillanand Downes (1998):
Persuasion/informing,degreeofcontrol, degree
ofactivity,onevs two way,set time/flexible
time,senseofplace
• Ha & James(1998): playfulness,choice,
connectedness,informationcollection,
reciprocal communication

24. Stages Website Brand Development:
genesis birth adolescence
maturity adulthood

25. IS IT
POSSIBLE?
Need: VALUED CONTENT
so consumers are willing
to pay. Answer copyright
problem.
Promotion in New Media:
Cross link Buzz
Exposure
through other
media
WOM
Traditional
media
Media Company:
-Focus on growth and
success
-Capital
-Market
Personal Web:
-Self exhibition
-Free
-Narrowcast
Competition:

26. MASS MEDIACOMPANIES,THERE IS NOW
DIFFUSION OF CONVERGENCE
There will be some implications for you:
Cooperation
ChoiceCompetition for
Advertising and
Audiences

28. Convergence makes consumer gaining
possibility to beat the established media
Convergence changes the media consumption pattern
consumer
contributor
creator
receiver sender
Convergence increases consumer
involvement in making and creating

29. There is no longer audience but
viewer, reader, user
they determine the
development of media too
they have power and active in
selecting information
the change in consuming media,
(information on demand not given
information)
the development of networked
individualism
take double roles, both as
consumer and producer
involvement in term user generated
media and user generated content
the imagined audience (we are
who we are determined on where
we are)

30. Akses kapan
saja, di mana
saja, dan
suka-suka
Konsumen
bisa dapet
lebih murah,
bahkan
gratis!
Lebih sesuai
dengan taste
POSITIF
Bisa jadi ada
penurunan
kualitas
Decline in
diverse
voices
Several
threats and
infringements
NEGATIF
IMPLIKASI

31. INTI DARI SEMUA
INI…
EVERYONE CAN BE A
“STAR”
KONSUMEN TIDAK
LAGI MAU DIDIKTE
KONSUMEN TIDAK LAGI PASIF,
TAPI SUDAH AKTIF