Peter Fletcher

  • About
  • Blog
  • Contact

Editorial: Convergence Culture

January 22, 2008 by Peter Fletcher

I never thought of media much before.

It’s described here as a medium between people, communities, organisations, and industries. In the classic view, a few media organisations act as the medium but this is now changing as we see the democratisation of the means of production of media content. These changes have brought about a hybrid media that is no longer creates a homogenising effect as did big, monolithic media organisations. These media outlets are everywhere and include individual, government, groups, etc.

This blog is an example of a component of this hybrid media.

The authors call this “socialised media”. Of course, the big media companies want a piece of this action and seek to regain control of this new social media through mergers and acquisitions (note the Murdoch purchase of MySpace and the WSJ).

The convergence of these media types is both bottom up and top down. Big media attempts to re-badge content and make it available on other sites and in other contexts as a way of earning further revenue, decrease costs, and improve brand awareness. On the other hand consumers attempt to control what media they do and don’t see and this can create conflict and negotiation between the players.

This negotiation plays itself out in a way that sees business claiming to harness collective intelligence where the business gets something for free by providing the means for participation. On the one hand, these platforms for participation can help a business build a brand – note the hyper-viral way applications spread on Facebook – but this same viral effect can also damage reputations and cause harm.

Some businesses boast about how cleverly they’ve harnessed this collective intelligence, only to find that they have ceded control of their brand to an environment that will never yield them control they once had – and of course this doesn’t always work out the way the business hoped.

In the one moment, businesses can gain and lose control of their brands.

Downloaded from http://con.sagepub.com by Peter Fletcher on January 21, 2008
Editorial: Convergence Culture
Henry Jenkins and Mark Deuze
Convergence 2008; 14; 5
DOI: 10.1177/1354856507084415

Take a moment to share:

  • Tweet
  • Email

Related posts:

  1. Facebook’s Privacy Trainwreck Here’s a few comments on an article from Convergence: The...
  2. What is Web 2.0 | Tim O’reilly There are many who argue about the definition of web...
  3. Steve Yegge’s Google Rant Highlights Self-Assured Corporate Culture I often use Heather Armstrong’s tirades against her bosses as...
  4. Lessig on free culture Having just finished reading Lawrence Lessig’s book, Free Culture, I...
  5. You need to have a social media policy…or not. For someone who runs social media policy courses, this may...

Filed Under: Uncategorized Tagged With: media, social networking

About Peter

Speaker, trainer and coach. I write about living, loving and working better. Love a challenge. More...

Subscribe

Get the latest posts delivered to your inbox.

Recent Posts

  • Perth property market report
  • Mandating madness: The case against compulsory e-conveyancing
  • PEXA: Stop treating conveyancers like idiots
  • Page 1 of 365
  • Looking back, looking forward

Top Posts & Pages

  • Foucault on power relations
  • Foucault on Confession
  • Surveillance and the capitalist state | Giddens
  • Why saying "You've got potential" can be the worst thing to say
  • So just why did you add me as a Friend?
  • The ethics of shark culling
  • Databases as discourse | Mark Poster
  • How will you respond when life hits you with the kyosaku?
  • Zen and the art of the cold shower
  • Home Page

Location

You can find me at Residential Settlements in Burswood.

5/170 Burswood Road
Burswood WA 6100

Let’s catch up

If you're ready to take your business to the next level, get in touch with me now.

Send me an email using the contact form or call me direct on 0419 538 838.

Connect

Connect with me on one of these social networks.
  • Facebook
  • Google+
  • LinkedIn
  • Tumblr
  • Twitter

Copyright © 2021 · Agency Pro Theme on Genesis Framework · WordPress · Log in

loading Cancel
Post was not sent - check your email addresses!
Email check failed, please try again
Sorry, your blog cannot share posts by email.