This document discusses the concepts of media convergence and synergy. It defines convergence as different media coming together, and identifies two types of convergence: the integration of narratives across multiple media platforms to create intermedial texts, and the merging of different media industries. Synergy is defined as cooperation between different entities that results in a greater outcome. The document notes that technological convergence has combined what were once separate devices and media into integrated platforms. It provides examples of cross-media convergence and synergy in the merging of Disney properties across different industries and platforms. Students are asked to research a magazine, identify its target audience and multi-platform strategy, and provide examples of convergence and synergy for discussion.

1. Media Convergence
“The twenty-first century is when
everything changes…”

2. Convergence
 The occurrence of two or more things coming
together.
The exam board requires that you be familiar with…
 Issues raised by media ownership in contemporary
media practice;
 The importance of cross-media convergence and
synergy, in production, distribution and marketing;
 The importance of technological convergence for
institutions and audiences;

3. Cross-media convergence
 Refers to two distinct concepts
Convergence of
text and narrative
across multiple
media platforms to
create Intermedial
texts.
Convergence of
industries. Businesses
that once concentrated
on only one media
platform now
concentrate on several.

4. Cross-media convergence
Intermedial texts

5. Cross-media convergence
Multiple media platforms

6. Cross-media convergence
Industrial convergence
 Through merger and acquisition

7. Cross-media convergence
Industrial convergence
 Through merger and acquisition

8. Cross-media convergence
Industrial convergence
 Through diversification

9. Cross-media convergence
Industrial convergence
 Through diversification

10. Synergy
 Where different entities cooperate
advantageously for a final outcome.
 The cooperative action of two or more
activities, resulting in a different or greater
outcome than that of the individual activities.
 Synergies between institutions are a long-
established pattern in the media.
 Now, thanks to convergence, synergy within
institutions is also commonplace.

11. Synergy
 The integration of products or institutions for
mutual benefit. Can be external or internal
Disney DVD Bethesda Softworks Disney records

12. Technological convergence
 Once there were only Newspapers.
 Advertising
 Wax cylinders (then records, then CDs, then MP3s)
 Magazines
 Radio
 Cinema
 Television
 Videogames
 The Internet
 EACH CONSUMED ON A SEPARATE DEVICE.

13. Convergence and Synergy
 Over Christmas, you were asked to choose a
magazine that interests you and...
 Identify the core audience as defined by the publisher (look for
pages on the corporate publisher website for ‘advertise with us’
for details.)
 Study the magazine and identify the ways in which the publisher
attempts to meet its audience’s needs and expectations (through
advertising, editorial content, design, language style etc.)
 Extend this study to the magazine’s online presence. How does
the magazine’s website ‘partner’ the printed magazine? What
additional features are available online – for example additional
articles, video clips etc? How is it funded?

14. Convergence and Synergy
 For Friday’s lesson, review your notes. Identify
examples of
 Cross-media convergence
 Synergy
 Print off at least one example of each and bring
them to class for ‘show and tell’.
 You will be grouped by publisher, so make sure
your research is secure!