Media Convergence And Its Impact On The Contemporary Society

Due to the explosion of new technology, modern info spectrum is now a part of our modern lifestyle. The reinvention of traditional mass media into new media which is more digital based because of the development of different fields in

In “Worship At The Altar of Convergence”, Henry Jenkins discusses the concept of convergence, where both old and new media collide. Jenkins describes convergence as the flow of content between multiple media platforms, industries, and the migratory behaviour that is present throughout the media audience (2). He explains that convergence is a necessity because it describes technological, industrial, cultural and social changes that are present in our technological society. That being said, Jenkins analyzes the relation between media convergence, participatory culture, and collective intelligence.

Media changes drastically over short periods of time because of digital convergence. Just in the past decades it has become much more advanced and useful for people all around the world. There has been an extreme advance in media technology, especially that used in film industry. This includes the creation of analog-to-digital converters, technology convergence, and the changes in the media industry and audiences. In this article, I will analysis how digital convergence impact on the film industry structure, forms of consumption with the innovation of revenue models and cultural production.

The Book of Nehemiah is narrative that continues the history of the Israelites after they return from exile. Nehemiah prays to God about Jerusalem and God’s promises. Nehemiah is sent from Babylon to Jerusalem where he inspects Jerusalem’s walls. Different sections were rebuilt by different groups of people. Through prayer, they were able to complete the rebuilding even when there was opposition. Nehemiah helped the poor by summoning the priests to make the nobles and officials take an oath to follow God’s law. A genealogical record is listed of the exiles who returned. Ezra read The Book of the Law to the Israelites. The Israelites prayed to God and confessed their sins and signed the Law of God. The Levites were brought to

Convergence is a top-down corporate-driven process and a bottom-top consumer-driven process. Media organizations are figuring out the method to quicken the stream of media substance crosswise over conveyance channels to extend income openings, widen advertises and fortify watcher responsibilities. They are battling for the privilege to join more in their way of life, also to control the stream of media in their lives and to talk back to the mass market content. Infrequently, these two strengths strengthen each other, making nearer, more fulfilling, relations between producers and consumers. Once in a while, these two strengths are at war and those battles will rethink the substance of American pop culture. The media organizations are not carrying

Beginning with an older view of convergence, as society started playing with this old yet unexplored idea, many wrestled with the vast unknown of what would be pushed on consumers. New media forecaster Gary Arlen made a statement about convergence in 2002, “As the processes and applications are honed, we'll see a recrudescence of convergence. In other words, convergence will finally be about getting it all together.” What Arlen saw was a media industry looking at a concept without directions how to use it. At that time, one and a half decades ago, Arlen foresaw a successful future for media convergence, but to get there he knew “marketing packages and technology rollouts are the necessary prelude to true convergence” (Arlen,

The most important function the media should provide is entertainment. In the book, Convergence Culture: Where Old and New Media Collide, by Jenkins Henry, the author reveals the applicable function of the media, in this case entertainment, which enables users to access different media products (Jenkins 16). This function, which is mainly meant for pleasure, can be provided in different ways. Commercial media is one of the ways of showing the function of media, in this case entertainment. Commercial media deals in multimedia products provided through different devices, which allow users to access entertainment products in a convenient manner. In the book, Personal Connections in the Digital Age:

There is no doubt about it that the internet has revolutionized the world of media. Online media is an information based haven for news, entertainment and knowledge. Online media such as online magazines, marketing, news websites etc are changing greatly not simply as a result of technology alone, but also to meet the customer demands of “something new and improved”. Online media is trying to hold continuously the attention of viewers from anywhere and

As in this example, Convergence relies extensively on the active participation of the medium 's users. In this vein, the producers of convergence media actively encourage users to explore and make further connections between multiple media outlets, creating in the process, a shift in the cultures of the users (Jenkins 2006). Convergence of media doesn 't simply happen across various media sources within one culture, but can also connect varying media outlets in differing cultures simultaneously. Johnny made a phone call from Newark to Beijing via the Net. The Net is convergent technology using electricity, video software to project a 3 dimensional version of the internet that allows users to interact directly with the Net, audio adaptations to allow for audio interactions with the servers, and a connection from the individual terminal to the main server of the Net.

The original idea behind the creation of various ‘media means’ was to entertain masses. Radio, TV, cinemas and magazines spend most of their resources targeting on entertaining items and programs. Because of the growing population and developing lifestyle, the demand for more entertainment is increasing. Every year billion of dollars is traded in entertainment industry.

Convergence in media is extremely important. (1) Media convergence is the flow of content across multiple media platforms. (2) There are three elements for convergence to occur in mass media; corporations, content and computers. Media companies and marketers target and segment their audience. Psychographics plays a role in audience segmentation. In order for the consumer to be reached the media companies must be able (3) to access, analyze, evaluate and communicate messages in a variety of forms. In today’s society much of what we know comes from what we see and hear in media. Marketers and media companies target their audience based on how they view them.

Over the years, entertainment media has been constantly evolving and having to adapt in order to survive the ever-changing technological landscape as well as resulting change in consumer consumption. From radio to television, music to books, no entertainment media is spared. All must learn to “adapt or die”. In this essay I will be looking at how these media got to where they are now, and where I believe they are heading in the future.

Introduction As technology changes in the communication environment, the impact is felt in the advertising field. In case advertisers fail to adapt as well as monitor the changes being witnessed field of technological communication, they face the threat of losing millions of funds, which they direct to ineffective advertising spending. The DVR (digital video recorder) is one of the major revolutions in technology that advertisers should familiarize themselves with to

Acceleration Media CEO Tony Sousa claims the world of media is changing at an unprecedented rate as technology disrupts the established business models for publishing and advertising, as consumers change the way in which they consume information, services and entertainment (Sousa, 2013). Mass media advertising as we know it today is perishing. Advertising agencies have had to restructure their advertising models to accommodate a harsher advertising climate. This forces brands to formulate effective ways to reach their customers. The main factor contributing to traditional advertisings’ impending demise is the invention of new forms of technology, namely the internet. The creation of the internet has resulted in the fragmentation of media and markets. Media fragmentation is the breaking up of large audiences into smaller audience fragments due to the increase of media choices available (Tuten, 2008). Advertising has to spread further, covering a multitude of channels to gain the same exposure (Rust & Oliver, 1994). Media platforms provide endless benefits,

According to Jenkins (2006) convergence describes the technological, industrial, cultural and social changes in the ways media flows within our culture. This includes content circulation across multiple media platforms, cooperation between multiple media industries, search for new structure of old and new media financing, and the migratory behaviour of media audiences who can interact in multiple environments (Jenkins, 2006). Media convergence can be described as the phenomenon involving interconnection of information and communication technologies, computer networks, and media content. It is a direct consequence of media content digitisation and internet popularisation. It has transforms established industries and services enabling emergence of new forms of content. The long established media industry and content has been