Media Convergence

...these multiple forms of media

convergence are leading us toward a
digital reneissance - a period of
transition and transformation that will
affect all aspects of our lives.
Henry Jenkins, 2001
...refers to removal of entry barriers at
various intersections of media
technologies, industries, content and
audiences. The course provides an
introduction to this ongoing process. It
covers conceptual and technological
histories, different forms of
convergence and gives analytical tools
for studying media convergence.
 Divergenc
e
Contents

Situation Tool
CONVERGENCE
 Convergence
Technology Industry
Market Convergence
Convergence Convergence

Infotainment Edutainment

Tele-
Utilization Entertainment communications
of digital
technology Services Hard-
Inter- Internet-Teleworking New Opportunities ware Informa-
activit working technology Media Multi- Soft-
tion
y Information
media ware technolo
Education Net- gy
New and works
smaller Consumer
terminals Electronics
Infotorial

Network of Networks:
The (mobile) Internet
New Markets with Structural Change
New Rules of the Game
of the Industry
Lähde:IC World/Siemens
 Convergence by Henry Jenkins

• technology convergence
• economic convergence
• social or organic convergence
• cultural convergence

Convergence? I Diverge
(http://web.mit.edu/cms/People/henry3/converge.pdf)
 Multi-tasking reality
When Mainly Watching TV When Mainly Using the Internet

33%

9% 8% 16%
4%

25% 37%

3%

[Base: All Belgium TV Viewers] [Base: All Belgium internet users]

Source: EIAA, Belgium results 2005

 Storytelling or Presentation
Convergence

• New ways of “telling the story” are emerging

– Use more than just audio, video or text
– Readers/Viewers can participate
– Unlimited “space” to tell the story
– Non-linear structure
...trends in media by Murdock
• the convergence of cultural forms
• the convergence of communicatios
systems
• the convergence of corporate
ownership
Graham Murdock. 2000.
New media
changes the
existing
media
(Becker & Schoenbach
1989, Comstock 1982)
Not a single “old” media has
disappeared
(Lerg 1981, Riepl 1913, Dimmick&Rothenbuhler 1984, McCombs
1972, McCombs & Eyal 1980)
People are afraid of and resist
new media
(Wartella & Reeves 1983)
In a long run a single media can
make the difference in the
society.
(Becker & Schoenbach 1989)
 Future of Media

Future Exploration Network