Introduction Reading

1. Convergence occurs in communication and media fields because those fields are impacted and based almost entirely on culture, technology and consumerism. Jenkins explains that, “convergence represents a cultural shift as consumers are encouraged to seek out new information and make connections among dispersed media content.” New technology platforms encourage the media industry to expand whether it is an application development for new devices to show news coverage, or allowing readers to view the latest newspaper on their mobile device. Convergence in media and communication coincides with “consumers’ active participation,” and the flurry of media content becoming increasingly more available.

Two conditions that lead to convergence are a shift in a cultural phenomenon and new advancements in technology. Both of these allow convergence to occur in that a cultural phenomenon such as mother to daughter communication can be performed on multiple media platforms. And advancement in technology will allow for new convergence from old media to new media.

2. Three different kinds of digital convergence discussed in the article were cellphones, music and films. Jenkins discussed how he went to purchase a cellphone for the sole purpose of talking on the phone but the sale associates made fun of him because cellphones have converged with other forms of media and now can be used to play games, watch movies and listen to music among other things. He also described how music’s only medium was the radio but now is on iPods and cellphones. Finally he said that films, and companies who produce films, have digitally converged in that films can now be viewed on cellphones and televisions. Film companies are also now involved with music, games, books and other media.

3. There are many cultural and social impacts that digital convergence has in addition to technological impacts. People are being given more advanced means for communicating which changes relationships and social lives. Memories, desires, communication and individual’s everyday lives are impacted through digital convergence. According to Jenkins, being a mother or lover can now occur across multiple platforms and human connections that were purely physical are now converging with digital media.

4. New media do not displace old media in the history of media development. New media gather the concepts of old media and use them in new ways. Jenkins says, “Convergence is, in that sense, an old concept taking on new meanings.” Many thought the evolution of new media would banish old media but, “the truth lay somewhere in between” when new media takes an old media concept and uses it in a different platform or technological way. Jenkins explains that history allows us to see that old media never ceases to exist, the only things that truly “die” are the tools used to access certain media.

5. Convergence happens from the top-down corporate level and changes the traditional concept of media consumption because corporations base media on where they can develop strategic plans economically. This causes what Jenkins calls the “Black Box Fallacy” in which companies believe that a change in media can only exist with developments in technology, and all cultural attributes are pushed aside. Companies create technology that will be profitable to them and spark consumer interest. This complicates media consumption in that rather than having one medium, there are multiple media platforms. Convergence on a corporate level according to Jenkins is now taking place within the same company as one company is now interested in different means of communication such as film, music, books, magazines and much more, whereas before the company would only focus in one area.

Convergence through the grassroots level is much different than the corporate level. When people take action with media it encourages creativity. Consumers are trying to participate within their own culture and take media into their own hands. The flow of media sources from corporate industries is allowing consumers to take these sources under their control. The media outlets are enabling consumers to watch, read and interact with whichever medium, whenever the consumer would like to.

6. Digital convergence in media indicates much progress for communication and journalism professionals in the future. Consumers are becoming much more active and are participating in media more than ever before. With the digitization of media and the new platforms that are being presented there are many avenues for communication professionals to explore. New developments could be promising for professionals in the field because there will always be a need for expertise in the converging digital media field.