Convergence culture

Convergence culture is about the old and the new technologies that come with it, but it also draws upon old media that shows how they interact with each other.

"By convergence, I mean the flow of content across multiple media platforms,"(Jenkins, 2008, p.3)

Today's social media is moving faster than ever before providing quicker access instantly to consumers, whereas old media devices such as radio and television kept the consumers waiting. Consumers have the need to search for information that appeals to their interests, for example a new console game or box set, which will provide the latest updates online.

"Instead, convergence represents a cultural shift as consumers are encouraged to seek out new information" (Jenkins, 2008, p.4)

Convergence culture changes the ways in which consumers consume media. The theory Jenkins talks about is the black box fallacy of all the devices that are used to entertain or inform consumers, for example mobile phones now have cameras, mp3 players, games and access to the internet, instead of associating phones with just calls. Jenkins goes on about the numerous boxes that are placed in our homes that are used for various subject of information or entertainment.

"Once central device that did everything for you (a la the universal remote)" (Jenkins, 2008, p.21)

However, the old media on their own are still used because the purpose of their function works best to their own strength's, in conjunction with new media were as the multiple options found in one device, gives quicker access to the same outcome. Consumers are limited to how much they know themselves, even though there is range of information provided on demand, as old media, for example, television broadcast and the news can often spark interests of convergence culture, therefore working with new media to strive for their own information research. These shifts in culture can allow the consumer to view or read the topics live as it happens.

"Yet, history teaches us that old media never die" (Jenkins, 2008, p.19)

With the change in media, consumers engaged with their new media device. Producers changed their interaction to the audience at home, for example the million pound drop allows viewers to interact with the show by playing along with the game.

"convergence involves both a change in the way media is produced and a change in the way media is consumed." (Jenkins, 2008, p.23)

Bibliography

Jenkins, H, 2008. Convergence Culture: Where Old and New Media Collide Revised, NYU Press.