Types of media convergence

What is media convergence?

The blending and integration of different media technologies, industries and cultural practices. It allows content to move across platforms and audiences to access and interact with media in different ways.

What are the main types of media convergence?

Technological convergence

Economic convergence

Cultural convergence

What is technological convergence?

The integration of previously separate media technologies into one device or digital system

Example:

A smartphone combines a camera, television, music and internet access

What are the advantages and disadvantages of technological convergence?

Advantages:

• Makes media more convenient and accessible.

• Allows audiences to access multiple forms of content through one device.

• Makes content easier to distribute.

Disadvantages:

• Can increase dependence on technology.

• Can exclude people who cannot afford modern devices.

• Technical failures can affect access to multiple services.

What is economic convergence?

When media companies expand different across different media industries and platforms to increase their market power, reach wider audiences and maximise profit.

Example: Disney distributes its intellectual property through films, Disney+, television, merchandise and theme parks.

What are Hesmondhalgh views on economic convergence?

It’s a strategy to reduce risk

Media companies use it to manage the uncertainty and risk inherent in producing cultural products

Thus minimising financial risk and exploiting potential revenue streams

What are Doyle’s view on economic convergence?

Convergence produce economic scale and increase commercial efficiency

What is cultural convergence?

The circulation and internaction of media, content and cultural practices across different national boundaries. Audience can share, adapt and discuss content internationally

What are the advantages and disadvantages of cultural convergence?

Advantages:

• Encourages cultural exchange.

• Allows audiences to experience different cultures.

• Creates international media communities.

• Cultural hybridisation

Disadvantages:

• Can encourage cultural homogenisation/ standardisation

• Powerful Western media industries may dominate global markets.

• Local cultures may become less visible/ marginalised

What are Hesmondhalgh views on culture convergence?

The globalisation of cultural industries have been used to maximise profit by accessing global markets, leading to the dominance of commercially successful western products which displace local cultures.

What are Rizers views on convergence culture?

Principles associated with McDonald’s (efficiency and predictability) have spread into the social sphere. Expansion of large scale capitalistic organisations through the global market have increased ed the circulation of commercial practices.

What is cultural homogenisation? (George Ritzer)

Cultural homogenisation is the process through which different societies become increasingly similar due to the global circulation of standardised products, values and cultural practices.

Example: The worldwide popularity of McDonald’s and similar fast-food experiences.

What is cultural standardisation? (George Ritzer)

Cultural standardisation is the production of similar products, formats and experiences for mass audiences. Companies use familiar and predictable formats to appeal to large markets.

Example: Reality television programmes using similar formats across different countries.

How does media convergence help companies reach global audiences?

Digital distribution allows companies to circulate content internationally through streaming platforms and social media. This increases potential audiences, expands markets and creates additional opportunities for revenue.

Example: Netflix distributes its original programmes to subscribers across many countries.