Media technological convergence is the tendency that as
technology changes, different technological systems sometimes evolve toward performing similar tasks. It is the interlinking of computing and other information technologies, media content, media companies, and communication networks that have arisen as the result of the evolution and popularization of the Internet as well as the activities, products, and services that have emerged in the digital media space. Generally, media convergence refers to the merging of both old and new media and can be seen as a product, a system, or a process. Jenkins states that convergence is "the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who would go almost anywhere in search of the kinds of entertainment experiences they wanted". According to Jenkins, there are five areas of convergence: technological, economic, social or organic, cultural, and global. Media convergence is not just a technological shift or a technological process, it also includes shifts within the industrial, cultural, and social paradigms that encourage the consumer to seek out new information. Convergence, simply put, is how individual consumers interact with others on a social level and use various media platforms to create new experiences, new forms of media and content that connect us socially, and not just to other consumers, but to the corporate producers of media in ways that have not been as readily accessible in the past. However, Lugmayr and Dal Zotto argued that media convergence takes place on the technology, content, consumer, business model, and management level. They argue that media convergence is a matter of evolution and can be described through the triadic phenomena of convergence, divergence, and coexistence. Today's digital media ecosystems coexist, as e.g., mobile app stores provide vendor lock-ins into particular eco-systems; some technology platforms are converging under one technology, due to, for example, the usage of common communication protocols as in digital TV; and other media are diverging, as, for example, media content offerings are more and more specializing and provides a space for niche media. Closely linked to the multilevel process of media convergence are also several developments in different areas of the media and communication sector, which are also summarized under the term of
media deconvergence. Many experts view this as simply being the tip of the iceberg, as all facets of institutional activity and social life such as business, government, art, journalism, health, and education, are increasingly being carried out in these digital media spaces across a growing network of
information and communication technology devices. Also included in this topic is the basis of computer networks, wherein many different operating systems are able to communicate via different
protocols. Convergent services, such as
VoIP,
IPTV,
Smart TV, and others, tend to replace the older technologies and thus can
disrupt markets. IP-based convergence is inevitable and will result in new service and new demand in the market. When the old technology converges into the public-owned common, IP based services become access-independent or less dependent. The old service is access-dependent. Advances in technology bring the ability for technological convergence that Rheingold believes can alter the "social-side effects," in that "the virtual, social, and physical world are colliding, merging, and coordinating." It was predicted in the late 1980s, around the time that
CD-ROM was becoming commonplace, that a
digital revolution would take place, and that old media would be pushed to one side by
new media. Broadcasting is increasingly being replaced by the Internet, enabling consumers all over the world the freedom to access their preferred media content more easily and at a more available rate than ever before. However, when the
dot-com bubble of the 1990s suddenly popped, that poured cold water over the talk of such a digital revolution. In today's society, the idea of media convergence has once again emerged as a key point of reference as newer as well as established media companies attempt to visualize the future of the entertainment industry. If this revolutionary digital paradigm shift presumed that old media would be increasingly replaced by new media, the convergence paradigm that is currently emerging suggests that new and old media would interact in more complex ways than previously predicted. The paradigm shift that followed the digital revolution assumed that new media was going to change everything. When the dot-com market crashed, there was a tendency to imagine that nothing had changed. The real truth lay somewhere in between as there were so many aspects of the current media environment to take into consideration. Many industry leaders are increasingly reverting to media convergence as a way of making sense in an era of disorientating change. In that respect, media convergence in theory is essentially an old concept taking on a new meaning. Media convergence, in reality, is more than just a shift in technology. It alters relationships between industries, technologies, audiences, genres and markets. Media convergence changes the rationality media industries operate in, and the way that media consumers process news and entertainment. Media convergence is essentially a process and not an outcome, so no single black box controls the flow of media. With the proliferation of different media channels and increasing portability of new telecommunications and computing technologies, we have entered into an era where media constantly surrounds us. Media convergence requires that media companies rethink existing assumptions about media from the consumer's point of view, as these affect marketing and programming decisions. Media producers must respond to newly empowered consumers. Conversely, it would seem that hardware is instead diverging whilst media content is converging. Media has developed into brands that can offer content in a number of forms. Two examples of this are
Star Wars and
The Matrix. Both are films, but are also books, video games, cartoons, and action figures. Branding encourages expansion of one concept, rather than the creation of new ideas. In contrast, hardware has diversified to accommodate media convergence. Hardware must be specific to each function. While most scholars argue that the flow of cross-media is accelerating, O'Donnell suggests, especially between films and video game, the semblance of media convergence is misunderstood by people outside of the media production industry. The conglomeration of media industry continues to sell the same story line in different media. For example, Batman is in comics, films, anime, and games. However, the data to create the image of batman in each media is created individually by different teams of creators. The same character and the same visual effect repetitively appear in different media is because of the synergy of media industry to make them similar as possible. In addition, convergence does not happen when the game of two different consoles is produced. No flows between two consoles because it is faster to create game from scratch for the industry. Virtual reality saw its use as a relatively new form of media journalism.
Reuters created and staffed a news "island" in the popular online virtual reality environment
Second Life, where real money ( were spent during the 24 hours concluding at 10:19 a.m. eastern time January 7, 2008) can be made without stepping foot into the real world. The Reuters Island in
Second Life was a virtual version of the Reuters real-world news service but covering the domain of
Second Life for the citizens of
Second Life (numbering 11,807,742 residents as of January 5, 2008). The virtual island was abandoned in 2009 due to lack of financial viability. Media convergence in the digital era means the changes that are taking place with older forms of media and media companies. Media convergence has two roles, the first is the technological merging of different media channels – for example, magazines, radio programs, TV shows, and movies, now are available on the Internet through laptops, iPads, and smartphones. As discussed in
Media Culture (by Campbell), convergence of technology is not new. It has been going on since the late 1920s. An example is RCA, the Radio Corporation of America, which purchased Victor Talking Machine Company and introduced machines that could receive radio and play recorded music. Next came the TV, and radio lost some of its appeal as people started watching television, which has both talking and music as well as visuals. As technology advances, convergence of media change to keep up. The second definition of media convergence Campbell discusses is cross-platform by media companies. This usually involves consolidating various media holdings, such as cable, phone, television (over the air, satellite, cable) and Internet access under one corporate umbrella. This is not for the consumer to have more media choices, this is for the benefit of the company to cut down on costs and maximize its profits. As stated in the article
Convergence Culture and Media Work by Mark Deuze, "the convergence of production and consumption of media across companies, channels, genres, and technologies is an expression of the convergence of all aspects of everyday life: work and play, the local and the global, self and social identity."
History Communication networks were designed to carry different types of information independently. The older media, such as television and radio, are broadcasting networks with passive audiences. Convergence of telecommunication technology permits the manipulation of all forms of information, voice, data, and video. Telecommunication has changed from a world of scarcity to one of seemingly limitless capacity. Consequently, the possibility of audience interactivity morphs the passive audience into an engaged audience. The new media companies claimed that the old media would be absorbed fully and completely into the orbit of the emerging technologies.
George Gilder dismisses such claims saying, "The computer industry is converging with the television industry in the same sense that the automobile converged with the horse, the TV converged with the nickelodeon, the word-processing program converged with the typewriter, the CAD program converged with the drafting board, and digital desktop publishing converged with the Linotype machine and the letterpress." Gilder believes that computers had come not to transform mass culture but to destroy it. Media companies put media convergence back to their agenda after the
dot-com bubble burst. In 1994, Knight Ridder promulgated the concept of portable magazines, newspaper, and books: "Within news corporations it became increasingly obvious that an editorial model based on mere replication in the Internet of contents that had previously been written for print newspapers, radio, or television was no longer sufficient." The rise of digital communication in the late 20th century has made it possible for media organizations (or individuals) to deliver text, audio, and video material over the same wired, wireless, or fiber-optic connections. At the same time, it inspired some media organizations to explore multimedia delivery of information. This digital convergence of news media, in particular, was called "Mediamorphosis" by researcher Roger Fidler in his 1997 book by that name. Today, we are surrounded by a multi-level convergent media world where all modes of communication and information are continually reforming to adapt to the enduring demands of technologies, "changing the way we create, consume, learn and interact with each other".
Convergence culture Henry Jenkins determines convergence culture to be the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want. The convergence culture is an important factor in
transmedia storytelling. Convergence culture introduces new stories and arguments from one form of media into many. Transmedia storytelling is defined by Jenkins as a process "where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story". For instance,
The Matrix starts as a
film, which is followed by two other instalments, but in a convergence culture it is not constrained to that form. It becomes a story not only told in the movies but in
animated shorts, video games and comic books, three different media platforms. Online, a wiki is created to keep track of the story's expanding canon. Fan films, discussion forums, and social media pages also form, expanding The Matrix to different online platforms. Convergence culture took what started as a film and expanded it across almost every type of media.
Bert is Evil (images) Bert and Bin Laden appeared in
CNN coverage of anti-American protest following September 11. The association of Bert and Bin Laden links back to the Ignacio's Photoshop project for fun. Convergence culture is a part of
participatory culture. Because average people can now access their interests on many types of media they can also have more of a say. Fans and consumers are able to participate in the creation and circulation of new content. Some companies take advantage of this and search for feedback from their customers through social media and sharing sites such as
YouTube. Besides marketing and entertainment, convergence culture has also affected the way we interact with news and information. We can access news on multiple levels of media from the radio, TV, newspapers, and the Internet. The Internet allows more people to be able to report the news through independent broadcasts and therefore allows a multitude of perspectives to be put forward and accessed by people in many different areas. Convergence allows news to be gathered on a much larger scale. For instance, photographs were taken of torture at
Abu Ghraib. These photos were shared and eventually posted on the Internet. This led to the breaking of a news story in newspapers, on TV, and the Internet. As such, media business practice has been to identify the next "black box" to invest in and provide media for. This has caused a number of problems. Firstly, as "black boxes" are invented and abandoned, the individual is left with numerous devices that can perform the same task, rather than one dedicated for each task. For example, one may own both a computer and a video games console, subsequently owning two DVD players. This is contrary to the streamlined goal of the "black box" theory, and instead creates clutter. Secondly, technological convergence tends to be experimental in nature. This has led to consumers owning technologies with additional functions that are harder, if not impractical, to use rather than one specific device. Many people would only watch the TV for the duration of the meal's cooking time, or whilst in the kitchen, but would not use the microwave as the household TV. These examples show that in many cases technological convergence is unnecessary or unneeded. Furthermore, although consumers primarily use a specialized media device for their needs, other "black box" devices that perform the same task can be used to suit their current situation. As a 2002 Cheskin Research report explained: "...Your email needs and expectations are different whether you're at home, work, school, commuting, the airport, etc., and these different devices are designed to suit your needs for accessing content depending on where you are- your situated context." Despite the creation of "black boxes", intended to perform all tasks, the trend is to use devices that can suit the consumer's physical position. Due to the variable utility of portable technology, convergence occurs in high-end mobile devices. They incorporate multimedia services, GPS, Internet access, and mobile telephony into a single device, heralding the rise of what has been termed the "smartphone," a device designed to remove the need to carry multiple devices. Convergence of media occurs when multiple products come together to form one product with the advantages of all of them, also known as the black box. This idea of one technology, concocted by
Henry Jenkins, has become known more as a fallacy because of the inability to actually put all technical pieces into one. For example, while people can have email and Internet on their phone, they still want full computers with Internet and email in addition. Mobile phones are a good example, in that they incorporate
digital cameras, MP3 players,
voice recorders, and other devices. For the consumer, it means more features in less space; for
media conglomerates it means remaining competitive. However, convergence has a downside. Particularly in initial forms, converged devices are frequently less functional and reliable than their component parts (e.g., a mobile phone's web browser may not render some web pages correctly, due to not supporting certain rendering methods, such as the
iPhone browser not supporting
Flash content). As the number of functions in a single device escalates, the ability of that device to serve its original function decreases. As Rheingold asserts, technological convergence holds immense potential for the "improvement of life and liberty in some ways and (could) degrade it in others". He believes the same technology has the potential to be "used as both a weapon of social control and a means of resistance". Since technology has evolved in the past ten years or so, companies are beginning to converge technologies to create demand for new products. This includes phone companies integrating
3G and
4G on their phones. In the mid 20th century, television converged the technologies of movies and radio, and television is now being converged with the mobile phone industry and the Internet. Phone calls are also being made with the use of personal computers. Converging technologies combine multiple technologies into one. Newer mobile phones feature cameras, and can hold images, videos, music, and other media. Manufacturers now integrate more advanced features, such as video recording, GPS receivers, data storage, and security mechanisms into the traditional cellphone. == Telecommunications ==