Media convergence originally described the fusion of telecommunications and microcomputers to form more powerful networks.
In the 1980s, significant investments in information technology led to the blending of cultural industries as corporations sought to tap into new markets.
The term also includes the merging of media forms and the cultural shifts in media production and consumption.
A Convergence of Modes
Ithiel de Sola Pool in Technologies of Freedom (1983) discussed the convergence of media modes.
Media forms, once distinct, are now deliverable through singular physical means (e.g., cables, wireless) and consumable in diverse ways.
Predicted the erosion of the one-to-one relationship between media and its use:
TV shows being watched on non-TV devices.
Newspapers available digitally on mobile devices.
Business meetings conducted on computers instead of phones.
David Hesmondhalgh
Convergence relates to the digital networks of the 1980s and changes in telecommunications regulation.
These changes eased the consolidation and integration of media corporations.
Computer and software companies, like Apple, are viewed as pioneers and countercultural figures.
Apple's 1984 Super Bowl commercial highlighted in this context as a revolutionary ad.
Convergence Culture
Henry Jenkins defines convergence as intersections between media systems, affecting media production and consumption.
Corporate Convergence
Cross-media ownership began in the mid-1980s, allowing content distribution across various platforms.
Example: Warner Bros. expanded from movies to TV, music, websites, and print.
Benefits include:
Financial advantages and risk reduction.
New revenue streams and increased consumer loyalty.
Impact on consumer behavior and market fragmentation.
Grassroots Convergence
Represents a bottom-up flow of content among consumers.
Consumers are active participants rather than passive spectators.
Enabled by the ability to store and share vast media content digitally.
Game modders and the concept of "cognitive surplus" by Clay Shirky are examples.
Technological Convergence
Integration of multiple functions into single devices.
Media once available in specific formats are now accessible across various devices.
Driven by shifts in media ownership patterns.
Despite convergence, no single device or 'black box' controls all media flow.
Organic Convergence
Cultural shift encouraging consumers to connect and seek new information across media content.
Examples include multitasking with media, like sharing on social media while watching sports.
Cross-media Products
Media convergence leads to the distribution of content across multiple platforms.
Example: The Elder Scrolls V: Skyrim available on various platforms, including unconventional ones like Alexa.
Collaborations between companies, such as Google and Bethesda, exemplify media synergy.