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.

Divergence

Situation Tool

Contents

CONVERGENCE

Market Convergence

InformationInformation

Entertainment

New Opportunities

EdutainmentInfotainment

Infotorial

Education

New Markets withNew Rules of the Game

IndustryConvergence

Informa-tiontechnology

Media

ConsumerElectronics

Tele-communication

sServices

Hard-ware

Soft-ware

Net-works

Multi-media

Structural Changeof the Industry

Technology Convergence

Utilizationof digitaltechnology

Inter-activity

Teleworkingtechnology

Internet-working

New andsmallerterminals

Network of Networks:The (mobile) Internet

Lähde:IC World/Siemens

Convergence

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)

When Mainly Watching TV When Mainly Using the Internet

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

Multi-tasking reality

Source: EIAA, Belgium results 2005

8%

33%

25%

9% 16%4%

3%

37%

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