Convergence is the flow of content across multiple media platforms, the corporation between multiple media industries and the migratory behaviour of media industries and media audiences.
Sound like a bit of a mouth full right? Don’t worry I’ll help you break it down.
Convergence simply involves media industries, content and the audience. The industries accelerate the flow of media content across channels to expand their revenue, and the audience are shifted from a ‘consumer’ to ‘producer’ stance. This is mainly because the status of legacy/old medias such as newspapers are being shifted to new media technologies. The main reasons for this shift from legacy medias to newer technologies is that it lowers production and distribution costs because a huge benefit of newer technologies is that there is an ability to reach a wider audience with little effort.
The thing is though, what does this mean for us? And what exactly are the advantages and disadvantages?
Well firstly, Convergence has become a vital and important element in people’s lives, especially mine. With the development of technology across the varying platforms like T.V, the internet and mobile mediums, an audience has a bigger choice in the media they want to use.
Convergence is very evident in my life, especially at home where my family interacts with different media platforms than I do. My parents are more prone to the traditional older legacies, while my sister and I are more reliant on the newer technologies. My sister and I are more prone to using and relying on iPads, iPhone and computers in order to gain information which could be through media sites like YouTube, online newspaper sites and just generally the world-wide web. This is definitely a difference to my parents who rely heavily on news programs and the T.V. I guess this difference could be blamed on the fact that there is quite obviously a generation gap between us, and ultimately the detail that my sister and I have grown up with these technologies and media platforms that it becomes second nature to use then and we honestly wouldn’t know any different.
The presence of media convergence can come with some challenges. Audiences can become so overwhelmed with information that they don’t know what to do with it all. As well as this because of the dynamic nature of technology, people are unable to take advantage of the full potential these medias have to offer.
- Name (2011) Media Convergence – opportunities and challenges. Available at: https://mconvergence.wordpress.com/2011/12/12/media-convergence-opportunities-ans-challenges/ (Accessed: 29 March 2016).