Media Convergence + You

(Watch for a really interesting & informative take on how technology is taking over traditional media boundaries!)

Henry Jenkins once described media convergence as ‘the migratory behaviour of media audiences who would go almost anywhere in search of the kind of entertainment experiences they wanted’.

Think of the technology you own… Phone? Laptop? iPod?
Now think of why you wanted those items…

Was it because you needed them for school or work?
Was it because you needed them to communicate with family and friends?
To socialise on media platforms such as Facebook or Twitter?
To keep up to date with what was happening online and in the news?
For entertainment and enjoyment?

Whatever the case, we buy these new technologies to keep up with the new ways to experience and engage in media, and this is why we are the greatest participants in media convergence.

Before the digitalisation of media, traditional media forms such as newspapers, radio and even television were the only way to interact with media content. They are one-way, monological examples of media production that have a passive effect on the audience. As new technologies appeared, new ways to receive media content came into effect and as a result, the media convergence culture materialised.

People flock to new, interesting and interactive ways to engage in content they could never engage in before, and this meant that the internet became a means for social communication (e.g Facebook, Twitter, blogging) and for the digital base of media industry companies.

People could now carry content through media platforms.
From the newspaper to a online newspaper subscription on your phone or laptop and the Facebook and Twitter profiles of the newspaper delivering news through posts.
From the use of your phone as a telecommunication device only, to now using it to socialise online using Facebook, Instagram and other social media.

media convergence

ACMA describes this process as ‘blurring the traditional distinctions between broadcasting and other media across all elements of the supply chain, for content generation, aggregation, distribution and audiences’.

Media Convergence has created greater interaction between people – information, communication and entertainment are now at our fingertips. Convergence is changing the way we not only consume but the way we engage and create media and will continue to evolve as the audience demands more.

Reference List:

EmpowerMediaMkt’s Channel. (2010) No Channels: Technology is Dissolving Media Boundaries. [Online Video] 20 December. Available from: [Accessed: 03 April 2016].

Jenkins, Henry. “Welcome To Convergence Culture”., 2006. [Accessed 2 April]

Australian Law Reform Commission,. Classification – Content Regulation And Convergent Media (ALRC Report 118), 2012. ONLINE. [Accessed 2 April]

MAS110 Semester 2 2012 – Lab 13, (2012), Media Convergence [ONLINE]. Available at: [Accessed 03 April 16].



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