Convergence: The centralisation of all media

Convergence of media is becoming a much more commonplace activity. The differentiation between one type of media is hardening as media forms are beginning to transform to meet the needs of new technology and society. The increase of interchangeable content from one media form to another is just an ordinary, everyday occurrence.

According to Jenkins, convergence refers to the “flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences” (2006, p.2).

I have begun to analyse some of the ways in which convergence is developing throughout the media universe.

Early-day media convergence started with simply being able to use mobile devices as computers – sending and receiving computer files through infra-red and blue-tooth or even USB capacities.

These days, media convergence looks more towards downloading film, television and music files from the internet, the adaptation of wireless technologies to stream online broadcast media including radio podcasts and up-to-date television programming, and even the transformation of gaming.

In looking at gaming, the internet has become a commonplace arena for tournaments to take place. People are now able to play computerised games with people from anywhere, with webcams and microphones set up to socialise the game (if the individual finds them necessary). The games can even be playing via wireless connection, sitting in a café in an everyday sense, whilst people around them are none the wiser.

Gaming is a big arena, as many individuals who are very media and technology savvy are consumers of gaming. Looking from a commercial angle, large media companies have been able to capitalise on the popularity of one media product by making others under the same brand – such as The Bourne Identity/Supremacy/Ultimatum. Not only was this a book transformed into a film, but a film concept transformed into a computer game that is immensely popular to gaming consumers – The Bourne Conspiracy. This is a very effective example of how one form of media can easily transform to fit into another – I mean, what kind of a media item would you classify Bourne as now?

Reality television has been another example that shows how we as consumers love the idea of participatory media. Jenkins (2006, p.59) mentions how television shows such as American Idol and Survivor have allowed audiences to become excited about voting for their desired winner/loser via mobile technology and internet resources. They are one of first examples of audience participation in media convergence – allowing their broadcast media and their new media technologies to coincide.

An alarming fact is the projected future of old media technologies, such as the newspaper. According to Henry Mayer, studies have shown that if current trends follow, the printed newspaper will become extinct around April 2040 (ACCC, 2005). Digital and Online resources will take over, changing the face of media forever.

The future of media in terms of convergence is based purely on consumption and technology. Where will it lead?

References

Jenkins, H. (2006) Convergence culture: When new and old media collide. New York: New York University

Mayer, H. (2005) Media Convergence and the Changing Face of Media Regulation.
http://www.accc.gov.au/content/item.phtml?itemId=684901&nodeId=0212f46ad15b025ea7430a1b127a988d&fn=20050519%20Henry%20Mayer.pdf (Accessed May 2, 2008)

Sierra (2008) The Bourne Conspiracy Game. http://www.bournethegame.com/ (Accessed May 5, 2008)