Convergence
Convergence by its very definition is 'coming together of two or more things'. While another definition puts it as 'a mere flow of content from one platform to another'.
As far as media convergence goes, media audiences play a crucial role in creating and distributing content and convergence therefore has to be examined in terms of social as well as technological changes within the society. Media convergence is the next step in communication evolution and is not an indicator of old media displacement, but rather as an advanced and more integrated interaction between different forms and platform.
Blurring of the boundaries due to blending of media and technology is uniting the communication in a digitized form taking away the limitation of time and accessibility. The recent economic and technology outlook is also acting as a catalyst prompting this change more rapidly in comparison to mid and late 2000s.
A study published in 2009 stated that concentration of media in the hands of private owners and relatively small number of big media corporations can be viewed both as positive and negative. It further elaborates,
On one hand, it may cause the decline in the diversity of material offered and result in a tendency that voices of those lacking economic power will not be taken into account. On the other hand, it is argued that market driven media owned and controlled by big media corporations ‘can actually improve the value of the service, the flexibility of topics and the competence of the contributors’ as well as enable technological developments, change the elitism of media professionals and create new general awareness.
This concept refers to the fact that while media convergence in general has encouraged audiences to participate in the process of content creation, it requires extended access to modern technologies, familiarity with the new forms of media, as well as developing certain skills.
Drawing on the definition of media convergence outlined above, it can be argued that one of the ways of understanding media convergence is in terms of interaction between old and new forms of media. Media convergence have become a vital element of life for many people. With the development of technology in different platforms and operations such as television, Internet and mobile communication, audiences have had both a bigger choice of media and a life which media technologies has made easier.
While the future of converged media seems very bright, we as communicators will have to ask ourselves some fundamental questions:
- Will the new technology that is anticipated be as revolutionary as people expect?
- Will the investment in convergence be profitable enough in the short term, or in the long term?
- What competing technologies should be utilized in order to produce the best media?
- Will converged media be successful in a world marketplace?
From the public’s standpoint, the increased convenience of information provided by converged stories makes using the media a better experience. And as the topic from a Pakistani perspective seems still elusive, media convergence does bring many challenges, top most being the cause of fragmentation of audiences for news "information overload".
Chartered PR Practitioner, Digital PR, Corporate Communications, Crisis Communications, Community Relations, Media Relations and Fundraising Professional.
5 年SEOs is one such example. You now write press releases which are stuffed with your industry related searchable key words and thus take you up the ranking once they appear on digital media. so your earned media in print when goes to digital has the potency to make you a bigger star.?
Director at Integrated Dynamic Solutions - IDS
5 年This theme needs to be developed further and published as a paper.
Marketing | Public Relations | Corporate Communications | Brand Management | Advocacy
5 年Media convergence is such an important topic now that the lines have thinned, and the baton has largely passed on to digitized mediums. You've put up some interesting questions about the investment, return and efficacy of the message when indulging with digital content creators. Over the last two years, digital content creation has grown manifolds with many influencers jumping on the bandwagon. More so, our traditional media outlets / journalists have also moved towards digital mediums as they can reach a bigger audience that is not bound by time and space (in case of TV). But, media convergence is also giving rise to noise, clutter and an overall lack of diversity as everyone seems to be going in the same direction, doing the same thing. Pick up a handful of collaborators / media influencers and the content will be similar. That is what will become a problem in the coming years.
Marketing Communications Strategist
5 年Very eloquently put although there is still a lot of area which needs to be written and discussed about but a great effort towards a greater cause
COO @ IODIGITAL | Brand Strategy, Performance Media, Influencer Marketing
5 年Good read. Media is converging toward consumers and it is happening very fast, transforming everyday towards digitally connected experiences. This transformation, is leaving many behind in history like Kodak and some are already started feeling the heat like GMC and few more born yesterday like Apple and Uber. For brands, watch out here is the courage to challenge now and transform to next. Brands need to move faster to adapt, change and embrace digital transformation by building Omni channel experiences for converged audiences.