Media convergence defined:
As stated by Henry Jenkins (2006) convergence is “the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behaviour of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want”. (Henry Jenkins, ‘Welcome to Convergence Culture’, 2006)
By the Australian Communications and Media Authority (AMCA), media convergence is defined as “the phenomenon where digitisation of content, as well as standards and technologies for the carriage and display of digital content, are blurring the traditional distinctions between broadcasting and other media across all elements of the supply chain, for content generation, aggregation, distribution and audiences”. (ACMA, ‘Digital Australians’, 2011)
Media convergence to me:
My understanding of media convergence is based around both Jenkins’ and ACMA’s definition. Media convergence relates to media platforms, media audiences and media industries, and the cooperation between the three. Typical examples of media convergence involve the use of many media platforms at one time and the use of new media to access traditional media. For example, newspapers are readily accessible online via computers, phones, tablets etc.
My typical night time…demonstrations of media convergence.
May I begin by saying that I had no idea such few people remained to watch live to air television. When I say that I spend ‘much too much’ time in front of a screen, that INCLUDES (dare I say it) LIVE TO AIR TELEVISION, which apparently is very ‘behind the times’ of me. This is an example of media convergence, as society has largely migrated from watching live to air television to media such as Netflix to watch what they want, when they want. I considered myself reasonably converged, however I can confidently say I find the idea of never having a television in your house and watching all programs on a new media screen to be mind boggling.
I considered my family and myself to be fairly converged (apparently less than I thought) however, there are demonstrations of media convergence within a typical night time within my home. This convergence consists of one television and several devices being operated at the same time. Media platforms such as television networks, Facebook, Instagram, Twitter and news websites are being operated from several devices in one room. This is a demonstration of convergence as multi-tasking is allowed as a result of new media and cooperation between industries and platforms are relevant. I consider media convergence to be a primarily positive trend, however I do think that it poses the risk of certain members in society being ‘left behind’.
For more information on media convergence, see below.
Until next time, that’s this week Pinned.
- Australian Communications and Media Authority, Digital Australians—Expectations About Media Content in a Converging Media Environment: Qualitative and Quantitative Research Report (2011), 7.