Digital Media

2221 Words Dec 20th, 2015 9 Pages
The media of mass communication have long played a fundamental role in people’s

lives. The media informs, persuades, entertains, and even sells. For the most part;

mass media is only owned by a few private companies, as we learned in the “media

ownership” discussion. According to the “Telecommunications Act of 1996,”, this act

was to spawn some competition the broadcast companies. It also eased the restrictions

on the number of television stations one individual company can own. The media,

controlled by power corporations and government organizations, has positioned itself to

influence people in all manner of ways, but no one group controls the system as a

whole. 90% of all television media is controlled by
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Convergence can mean the merger of people, resources, media technologies,

content, and industries. Media convergence is the merging (or joining) of previously

distinct media to create entirely new forms of communication expression.

Henry Jenkins, a professor at USC, described convergence as the relationship

between media convergence and user empowerment. He (Jenkins) states that

“Convergence requires media companies to rethink old assumptions about what it

means to consume media, assumptions that shape both programming and marketing


If old consumers were assumed to be passive, the new consumers are active. If old

consumers were predictable and stayed where you told them to stay, then new

consumers are migratory, showing a declining loyalty to networks or media. If old

consumers were isolated individuals, the new consumers are more socially connected.

If the work of media consumers was once silent and invisible, the new consumers are

now noisy and public.”

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