CONVERGENCE CULTURE

CONVERGENCE OF TECHNOLOGIES AND CULTURES

Convergence refers to the combination of media to produce new ubiquitous content for consumers.

The up rise of convergence, particularly focusing on the convergence of the internet in the 21st century, has led to an inter-connection of social networking. This then allowed narratives to be shared among different platforms and different communities.

Jenkins’ (2006) ideology of convergence refers to two elements:

1. Digital convergence: This is where all forms of digital media combine into simplified systems.

An example of this convergence can be presented through new media, such as mobile phones, which converges telephones, cameras, MP3 players and the personal computer.

2. Industrial convergence: This is where manufacturing, media, medicine, communications and content all converge together.

However, digital convergence can be seen throughout all media.

Different forms include:

1. Technological

2. Industrial

3. Economic

4. Media

5. Regulatory

Therefore, convergence Is both a top-down corporate driven process, and a bottom-up consumer driven process.

Media companies speed their flow of media content to expand revenue opportunities, and reinforce consumer loyalties and commitments. (Jenkins & Deuze, 2008, p.6).

However, Marxst (2010) argues that convergence forms of three elements:

1. Knowledge convergence

2. Applicational convergence

3. Industrial convergence

MEIKLE’S FOUR DIMENSIONS OF CONVERGENCE

Meikle & Young (2011) believes there is four dimensions that build convergence, these include:

1. Technological: Combining computing, communications and content around networked digital media platform.

2. Industrial: Digital engagement of digital media industries and their perception as significant media content providers.

3. Social: growth of user-generated content through social media.

4. Textual: Remixing transmedia elements to reproduce different narratives, and dispersing the content across multiple media platforms.

TECHNOLOGICAL CONVERGENCE

Technological convergence refers to where ICT companies align to manage consumer demands (Boris, 2003).

This led to liberalisation of telecommunication markets and technological change.

AUGMENTED REALITY

Convergence strategies, as a result, can produce an augmented reality.

Therefore leading to:

1. Integration: This refers convergence as a margining technology and industries together.

This leads to an uprising of productivity and delivery throughout industries. However, new models produced only serve one purpose, which is to entertain consumers.

2. Divergence: Cooperation between industries and migratory behaviour of media audiences lead to convergence.


AUDIENCE FRAGMENTATION AND AUDIENCE SEGMENTATION

Fragmentation:

Is the spread of digital media through limitless websites and apps. This becomes a problem because different media attracts a diverse range of audiences and fans. Therefore, media executives respond to situations of fragmentation by focusing their content to specific audiences. Therefore, this converges fan cultures across different media platforms, as audiences will have to access multiple social media sites to receive all the information.


Segmentation:

Producers and distributors reach different audiences by tailoring messages specifically to them.

Fortunati expresses convergence as a process of internetization and mediatization: traditional media is internetizating and internet is mediatizing itself (Dwyer, 2010).

CONTROLLING THE MEDIA AND ITS AUDIENCE

Finneran (2006) expresses how new media has changes and developed:

1. New internet and digital media provide features and facilities that contribute towards the overall media.

2. New media does not replace old media, but in fact co-evolves and develops a new interrelationship within media.

3. Old media is constantly refunctionalized and repurposed – however, the foundation of old media helps new internet media developments.

4. Cultural and social processes allow a development of forms for integration and utilization in different cultures.

NEW MEDIA

New media has allowed for trends in media, including the convergence of:

1. Cultural forms

2. Communication systems

3. Corporate content providers

Therefore, new media meant new organizational and economic structure. This then changed distribution laws, price structures and costs.

This therefore alters the balance of distribution – consumers can distribute, create and accept content from others.

NETWORK CONVERGENCE: REGULATORY AND DEREGULATORY CONVERGENCE

Network convergence refers to the converging of telephone, video and data communication within a single network.

However, through this the government produced a set of regulations and deregulations – this allowed industries to avoid monopolization.

This meant media corporations could save money giving allowance for new means of production and distribution.

This allowed for audience to participate with the media, producing their own narratives and fan-content from existing content – therefore the word ‘prosumers’ was dubbed, meaning the convergence of producers and consumers.

MEDIA INDUSTRY CONVERGENCE

Convergence formed by horizontal and vertical integration, allowing for synergy and mergers from business operations.

VERTICAL INTEGRATION

Production companies owning all means of production, distribution and exhibition. Therefore, company would receive all profit from the media.

HORIZONTAL INTEGRATION

Production company expands outside of the one industry – therefore, the company can specialize in one specific field of production, or can buy out other companies that deal with specific media areas.

SYNERGY

Synergy refers to the promotion and sale of products within a media piece. This increases profits made, enhances the company’s image and allows for business partnership. AN example can be cross-promotion (where two companies would separately advertise each other, through product placement or through selling own content such as a soundtrack, within the media content produced).

INTEGRATING NEW MEDIA AND OLD MEDIA

Lawson-Borders (2003) believes there are seven observations to new media convergence:

1. Communication: Ongoing convergence conversations.

2. Commitment: Corporate leaders to commit to changes.

3. Cooperation: Cross-department staff working together.

4. Compensation: Apply for additional training.

5. Culture: Cultural changes to flow within the industry.

6. Competition: Healthy competitions amongst media market.

7. Customer: Meet needs, demands and expectations.

LIVING AND LEARNING NEW MEDIA

New media convergence changing the way we are educated and socialize. There are different motivations for this, including (Ito, et al, 2008):

1. Friendship-driven practices

2. Interest-driven practises

This allows for autonomy and peer-based learning, through hanging with friends, messing around and geeking/fan-excitement.

DIGITAL MEDIA CONVERGENCE

Consumer’s media patterns are key for stakeholders to maintain and change with new media.

Through patterns, we can learn the wants of a consumer, such as:

1. Ease of content search and navigation.

2. Quality content.

3. Flexibility and control: when/what/where to engage in media.

4. Ubiquity of content and choice of consumption device.

5. Price tag and personalization.

6. Socialization of media consumption.

This allows industries to cater and produce content that will benefit and appeal to target audiences (Narrang et al., 2012).

MEANINGS OF MEDIA CONVERGENCE

Old media is seen as passive, and new media as interactive. This means that consumers now have more control over what they consumer, produce and distribute.

Convergence has changed and evolved – old media constantly changing and reshaped through a complex process.

The technological advancement meant there was a large cultural shift: therefore the cultural phenomenon expressed both top-down and bottom-up processes.

CASE STUDY: STARLIGHT RUNNER – CONVERGENCE CULTURE

Convergence culture is where multiple media platforms and products combine, to make one final interactive ubiquitous product.

Transmedia incubation refers to companies engaging with their audience through carefully designed concepts through multiple media platforms.

Technology is constantly changing and upgrading, to keep dated with their shifting audiences. Elder and younger audiences combine to supply a demand of want, for new convergence technologies.

Therefore, the consumerist market drives the constant and new production of media products. However, consumers are reliant on media owners and producers to think of original and interesting media products. Meaning, it is a convergence of both media consumers and media producers that are significant in driving a convergence culture.

Media convergence influences my viewing habit but increasing accessibility. With convergence comes accessibility, reach-ability and consumer demands. Therefore, with media content being readily available on all hand-held devices, it means my viewing habits have increased. I can engage in media content any time of the day, anywhere. Such as in the kitchen when I eat my dinner, when I’m on the train.

BIBLIOGRAPHY

Boris, S. T. (2003). Technological Convergence: a Strategic Perspective. Technovation, 23(1).

Dwyer, T. (2010). Media Convergence. Maidenhead, GBR: McGraw-Hill.

Finneran, N. O. (2006). Public Space and the Coevolution of Digital and Digitized Media. Tidsskriftet Politik, 9(2).

Ito, M. Et al (2008, November). Living and Learning with New Media: Summary of Findings from the Digital Youth Project. The John D. and Catherine T. MacArthur Foundation Reports on Digital Media and Learning. Cambridge, Massachusetts: The MIT Press.

Jenkins, H. & Deuze, M. (2009, February 1st). Convergence Culture. Convergence: The International Journal of Research into New Media Technologies, Vol 14(1).

Lawson-Borders, G. (2003). Integrating New Media and Old Media: Seven Observations of Convergence as a Strategy for Best Practices in Media Organizations. The International Journal on Media Management, 5(11).

Marxst, C. (2010). An Evolutionary Perspective on Convergence: Introducing a Stage Model of Inter-industry Innovation. International Journal of Technology Management, 49(1-3).

Meikle, G. & Young, S. (2011). Media Convergence Networked Digital Media in Everyday Life. United Kingdom: Palgrave.

Narang, S. Jain, V. & Roy, S. (2012). Effect of QR Codes on Consumer Attitudes. International Journal of Mobile Marketing, 7(2).