Media Convergence Definition, Example Types & Elements

Media Convergence Example- Example of Media Convergence in Communication. Who and when establish Media convergence theory? Also, Example and Elements of Media Convergence, Characteristic of New Media Audiences.

Media Convergence

Media convergence refers to the process of merging all communication outlets to adjust to the new technology. It is a new technology culture that has changed human lifestyles. For example, every mass medium merges together through the convergence process to become one medium. It is the process of merging communication outlets such as television, print, radio, and the internet through new media platforms. The Internet has changed the pattern and activity of the media outlet for example newspapers now offer video content, TV provides interactive comment options through social media, and radio has a webcam.

Who and when establish Media convergence theory?

Henry Jenkins introduced media convergence theory in 2006 via his book Convergence Culture: Where Old and new media collide.

Example of Media Convergence 

A long time ago, people used to listen to Radio to get news, Television to watch drama, camera to capture the photo, and bookshelf to keep books. Nowadays, people use only smartphones and computers to fulfil all their needs.

Types of Convergence

According to Henry Jenkins, the 6 types of convergence are technology convergence, media convergence, global convergence, economical convergence, cultural convergence, and organic convergence.

Elements of Media Convergence

According to Flew (2020), the five important elements of media convergence are technological, social, industrial, textual, also political.

Technological Convergence

Technology convergence has brought computer, communication, and content all together that is called 3 C. Here, 3 C refers to a computer, communication, and content. Computer and smartphone have digitilized the content and digital content has changed the process of communication. The revolution of new technology and media convergence has changed the way of generating content and distribution. It has influenced the news production and distribution process totally. For example, now every newspaper outlet has its own social media fan page and it provides breaking news. Technology has allowed these outlets to operate live video programs that provide very authentic news for audiences.  Therefore, subscribers are getting instant news through new technology convergence. It is definitely a positive impact of convergence in communication outlets.

Social Convergence

Social media convergence has its both positive and negative impact on society. It is called the double edge sword for the communication sector in society.  Social media are a computer and application-based networking system that ease the way of human communication through the internet (Kobiruzzaman, Waheed, Yaakup & Osman, 2018). Social media have emerged as the most convenient and popular platform for communication that is also known as new media. People are adopting social media for entertaining, imparting knowledge, sharing information, and communicating with each other. There are many types of social media such as Facebook, YouTube, Twitter, WhatsApp, WeChat, Instagram, Zoom, Google meet, TikTok, QQ, Douyin, Sina Weibo, QZone, Snapchat, Reddit, Pinterest, and so more. Social media convergence made the news free of charge so everyone can watch the news easily.

Many traditional media outlets disseminate the news through social media. For example, a newspaper outlet published printed newspapers and it updates the same news on social media platforms. Thus, anyone can consume news from social media platforms without buying a printed copy of the newspaper. Social media convergence eases the way of reporting news for news reporters and editors. It has enabled news reporters and editors to collect news within a short time and disseminate them. Many journalists share their content on social media so that everyone can know who is the content writer.

Industrial Convergence

A lot of big industries have been merged into one giant company to dominate the sector. For example, in the 1990s and 2000s, many media companies expand their business interest and they merged with other companies. In the 1990s, the example of industrial convergence is the  Viacom-Paramount (1994), Disney-ABC (1995). In the 2000s, the example of the biggest company merger is America On-Line (AOL) and Time Warner, Viacom-CBS (2000), NBC-Universal (2004). They took over the company to expand business in the media sector.

Textual Convergence

Textual convergence refers to the merging of printed media into online news media. For example, books and newspapers have been converted into social media-based writing and reading practices also known as citizen journalism. Now anyone can contribute to the media industry through commenting on social media platforms. It is called the textual convergence in media. Journalists are earning knowledge and improving themselves through convergence. Now journalists can view others’ content easily because of convergence. They are getting ideas and improving themselves. It allows them to learn more about the rule and regulations of generating media content. Media convergence creates a new way to interact between media practitioners and audiences. Readers comment to express their opinion. So, it allows making interactive communication atmosphere.

Political Convergence

Convergence has managed to increase the similarity between political parties all over the world. It not only brings the similarity between political parties but also policies inside the parties.

Characteristic of New Media

Audiences According to Don Tapscott (2008), new media audiences have the following characteristics:

  • New media audiences want liberty in everything they do. For example, freedom of choice to freedom of expression.
  • New media audiences love to customize, scrutinize, and personalize.
  • They look for corporate integrity and openness when deciding what to buy and where to work.
  • New media audiences want entertainment and play in their work, education as well as social life.
  • They are collaborative and relationship generation.
  • They are the innovators

The characteristic of new media audiences has been formed because of social media availability (Tapscott, 2008).
In Conclusion, If someone asks me do I think convergence is important or not? I will answer: Yes, I think change is always good. Change is part of the natural adoption process that drives the communication industry. The problem will occur when we avoid change. So, we cannot avoid the pace of change.

References

Flew, T. (2020). Media convergence – Transmedia storytelling. Encyclopedia Britannica. https://www.britannica.com/topic/media-convergence/Transmedia-storytelling

Kobiruzaman, M. M., Waheed, M., Yaakup, H. S. B., & Osman, M. N. (2018). Impact of Social Media Towards Society, A Case Study on Teenagers. International Journal of Education and Knowledge Management (IJEKM) 1(3), 1-12. https://doi.org/10.37227/IJEKM-03-2018-14

Tapscott, D. (2008). Grown up digital. Boston: McGraw-Hill Education.

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