Technological Convergence - Media

Media

Convergence generally means the intersection of old and new media. Jenkins states that convergence is,

"the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences."

Media convergence is not just a technological shift or a technological process, it also includes shifts within the industrial, cultural, and social paradigms that encourage the consumer to seek out new information. Convergence, simply put, is how individual consumers interact with others on a social level and use various media platforms to create new experiences, new forms of media and content that connect us socially, and not just to other consumers, but to the corporate producers of media in ways that have not been as readily accessible in the past.

Advances in technology bring the ability for technological convergence that Rheingold believes can alter the "social-side effects," in that "the virtual, social and physical world are colliding, merging and coordinating."

It was predicted in the 1990s that a digital revolution would take place, and that old media would be pushed to one side by new media. Broadcasting is increasingly being replaced by the Internet, enabling consumers all over the world the freedom to access their preferred media content more easily and at a more available rate than ever before.

However, when the dot com bubble of the 1990s suddenly popped, that poured cold water over the talk of such a digital revolution. In today's society, the idea of media convergence has once again emerged as a key point of reference as newer as well as established media companies attempt to visualize the future of the entertainment industry. If this revolutionary digital paradigm shift presumed that old media would be increasingly replaced by new media, the convergence paradigm that is currently emerging suggests that new and old media would interact in more complex ways than previously predicted. The paradigm shift that followed the digital revolution assumed that new media was going to change everything. When the dot com market crashed, there was a tendency to imagine that nothing had changed. The real truth lay somewhere in between as there were so many aspects of the current media environment to take into consideration. Many industry leaders are increasingly reverting to media convergence as a way of making sense in an era of disorientating change. In that respect, media convergence in theory is essentially an old concept taking on a new meaning.

Media convergence, in reality, is more than just a shift in technology. It alters relationships between industries, technologies, audiences, genres and markets. Media convergence changes the rationality media industries operate in, and the way that media consumers process news and entertainment. Media convergence is essentially a process and not an outcome, so no single black box controls the flow of media. With proliferation of different media channels and increasing portability of new telecommunications and computing technologies, we have entered into an era where media constantly surrounds us.

Media convergence requires that media companies rethink existing assumptions about media from the consumer's point of view, as these affect marketing and programming decisions. Media producers must respond to newly empowered consumers.

Conversely, it would seem that hardware is instead diverging whilst media content is converging. Media has developed into brands that can offer content in a number of forms. Two examples of this are Star Wars and The Matrix. Both are films, but are also books, video games, cartoons, and action figures. Branding encourages expansion of one concept, rather than the creation of new ideas. In contrast, hardware has diversified to accommodate media convergence. Hardware must be specific to each function.