COMM1150B

Introduction to Media
Industries and Practices
Week 2: Media Convergence

Lecturer: Jessica Fan So-sum

Teaching Assistant: Helen Hu, Lok Sum
Highlights of Today
1. About “Media Convergence”
1. What is Media Convergence?
2. Why does Media Convergence matter to me?
3. Why does Media Convergence take place?
4. How did Media Convergence Transform Media?
5. 3 Key Factors:
i. Social Media
ii. Multimedia Content
iii. Creative Audiences
2. Group Project Explanation
1. Guideline Explanation
2. Preview of Grouping
Media Convergence
About today’s class

● Media Convergence is a broad concept

● It is applicable to different media field
● It is an developing trend
● In today’s class, we will learn about both
“communication study perspectives” & “industry
perspective” about media convergence
● Instead of memorizing the theory, you should observe,
explore and apply it to your daily life, as a perspective
to understand how media works.
1. What is media
convergence?
Convergence under COVID-19

Reuters Institute Digital News Report 2020

Link: https://youtu.be/n101HeVZPDY
 Definition of “Convergence”

The coming together of things that were previously separated

Definition of media convergence

“The flow of content across multiple media platforms, the

cooperation between multiple media industries, and the
migratory behaviour of media audiences who will go almost
anywhere in search of the kinds of entertainment experiences
that want.”

Henry Jenkins, Professor of Communication, Journalism, Cinematic

Arts and Education at the University of Southern California
When media converges, boundary between
media is blurred
A process called the ‘convergence of modes’ is
blurring the lines between media, even between
point-to-point communications, such as the post,
telephone, and telegraph, and mass
communications, such as the press, radio, and
television.

Pool, Ithiel De Sola. Technologies of Freedom [electronic Resource] (1983). Web.

https://julac.hosted.exlibrisgroup.com/permalink/f/1iv15ah/CUHK_IZ51974213160003407
 Blurred media boundary
A single physical means – be it wires, cables, or airwaves – may carry services that
in the past were provided in separate ways.

Conversely, a service that was provided in the past by any one medium – be it
broadcasting, the press, or telephony – can now be provided in several different
physical ways.

So the one-to-one relationship that used to exist between a medium and its use
is eroding.

That is what is meant by the convergence of modes. (Pool 1983: 23)

Pool, Ithiel De Sola. Technologies of Freedom [electronic Resource] (1983). Web.
https://julac.hosted.exlibrisgroup.com/permalink/f/1iv15ah/CUHK_IZ51974213160003407
 Multimedia Content prevails- Examples (1)
News media are using live streaming, social media video and interactive websites to bring
an authentic reading experience and more comprehensive reporting to readers.

Short video posted on IG & FB by Facebook, YouTube and website video live-streaming by Apple Daily.
South China Morning Post.
Multimedia Content
prevails E.g. (2)
News media combine infographics,
interactive design and video in a
single reporting, bringing an
authentic reading experiences to
readers.

Example: The Reporter’s

Mini-Website on human trafficking

https://www.twreporter.org/topics
/slave-fishermen
When media converges, boundary between
content producers & audiences is blurred too.
‘The people formerly known as the
audience’ (Rosen 2006) are developing
new ways of interacting with media –
creating, editing, organizing,
collaborating, sharing – at the same time
as the average UK viewer’s hours spent
watching broadcast television have
increased to almost four per day (Ofcom
2011: 131).

Reference:
Meikle, Graham, and Sherman. Young. Media Convergence : Networked Digital Media in Everyday Life. Basingstoke,
Hampshire [England] ; New York: Palgrave Macmillan, 2012. Print.
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ21849385120003407
 Blurred boundary between content
producers and audiences
The convergent media environment is making possible an enormous redistribution
of a certain kind of power – the power to speak, to write, to argue, to define, to
persuade – symbolic power (Bourdieu 1991; Thompson 1995; Meikle 2009;
Couldry 2010a).

For many people, the media are no longer just what they watch, listen to or read –
the media are now what people do.

Reference:
Meikle, Graham, and Sherman. Young. Media Convergence : Networked Digital Media in Everyday Life.
Basingstoke, Hampshire [England] ; New York: Palgrave Macmillan, 2012. Print.
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ21849385120003407
 2. Why does media
convergence matter to me?
Let’s start with this metaphor...
Technological advancement / digitalization
Rice turned into different dishes by the rice cooker /
Content are presented in multimedia platforms in different forms.
Diners want more different dishes.
Consumers asks for more content to be presented in multimedia platforms.
Key concepts to be discussed in the coming classes

Journalism: Multi-skilled, Collaboration & information organization

Advertising and Public Relations: Target Audiences & Persuasion

Creative Media: Creativity & Multimedia

 3. Why does media
convergence take place?
Reference:
Meikle, Graham, and Sherman. Young. Media Convergence : Networked Digital Media in Everyday Life.
Basingstoke, Hampshire [England] ; New York: Palgrave Macmillan, 2012. Print.
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ21849385120003407
1. A Shift to Digital Media from Analog/ Print
Conversion from analog to Standardization of storage
digital data communication media that was previously
separated -- enhances content
Internet access is possible creation
via mobile phones,
satellites, wireless LANs

Communication networks
can be used for data
transmission

Reference:
riedrichsen, Mike, Lugmayr, Artur, and Dal Zotto, Cinzia. Media Convergence Handbook - Vol. 1: Journalism, Broadcasting, and Social Media Aspects of
Convergence. 1st Ed. 2016 ed. Berlin, Heidelberg: Springer Berlin Heidelberg, 2016. Media Business and Innovation. Web.
https://julac.hosted.exlibrisgroup.com/permalink/f/1h1uk14/TN_springer_s978-3-642-54484-2_324063
 2. Technology becomes personalised

● End users also shape technologies.

● ‘It is a proven lesson from the history of
technology’, writes Castells, ‘that users
are key producers of the technology, by
adapting it to their uses and values, and
ultimately transforming the technology
itself’ (2001: 28).

Users download apps according to own

preference and shape the smartphone for
their personal use.
 Example
● Ordering a MacBook
● CS would ask for your user
behaviour and recommend
the model
● Top up with rams, CPU that
matches your need.
● Last step: accessories such
as trackpad, mouse, monitor,
web cam etc.
● Personalised computer
3. Internet and the Network Society

● The computer and the Internet were designed, but the

ways people used them were not designed into either
technology, nor were the most world-shifting uses of
these tools anticipated by their designers or vendors.
● Word processing and virtual communities, eBay and
e-commerce, Google and weblogs and reputation
systems emerged. (Rheingold 2002: 182, original
emphasis)
Personalised usage of online
services
● E-commerce
● Social media accounts
● Personal Blog - design, content
● Youtube - own video creation, share in own network

From production to sharing, forming a network of community

Example: Spotify
- recommended
songs
Example:
Spotify -
algorithm of
recommendati
ons of songs
Networked online community
● The ritual perspective links ‘communication’ with
connected terms such as ‘community’, ‘communion’ and
‘common’.
● Rather than sending messages across space for the
purposes of control, Carey argues that to think of
communication from a ritual point of view is to see it as a
ceremony that draws the community together.
● It is to see communication as ‘not the act of imparting
information or influence but the creation,
representation, and celebration of shared even if
illusory beliefs’ (Carey 1989: 43).
Example 1: Twitch
● Gaming live streaming apps
and video uploading
● Monster Hunter Discussion
Forum, MineCraft Forum
● KOL’s Forum
Example 2:
Young Belarus blogger with key role in protests
29 August, 2020

● Social media and

mobilisation in social &
political movement
● Forming community on
social media
● Strengthening identity
and easing actions

France 24 link:
https://www.france24.com/en/20200829-young-belarus-blogger-with-key-role-in-protests
Young Belarus blogger with key role in protests
A fresh-faced 22-year-old blogger is using nothing more than
his keyboard to run the main communications hub for
protesters in Belarus as they mount an unprecedented
challenge to the regime of President Alexander Lukashenko,
often dubbed Europe's last dictator.

Stepan Svetlov is the founder of NEXTA Live, a Telegram

channel with 2.1 million subscribers that helps mobilise
protesters and shares photo and video content from the
demonstrations.
Reporting by AFP on France 24
In-Class Discussion
We are all participant of online networks

● It might be related to your hobbies

● E.g. Gaming, photography, cooking, football clubs, sports
● It might be related to your actual social community
● E.g. School, neighbourhood, city
● It might be related to your religion, political beliefs
● E.g. Church-goers, liberals
On Padlet, please share your community
online For Jessica

Tuen Mun Fans

MIPA (Public Affairs at HKU)

Cooking/ Fun (Day Day Explode)

● How about you?

● How does the communities in our class build a network in
Hong Kong/ the world?
● https://padlet.com/jessicafan1/iensnye13vzekvyr
Discussion Results
Internet & Technology enables users to form
community, or even identity
● In this course, we will discuss about how content
producers use online technology, space and social media
to create and disseminate messages
● 6 classes on Journalism, PR & Advertising and Creative
Media
● Plus teaching of transferable skills, e.g. infographic
creation, understanding social media metrics
4. How did media
convergence transform
media?
Communication Study Perspective:
Changes in layer upon layer

Benkler (2006: 383–459) argues that all mediated

communication involves three layers, which he calls the
physical, logical and content layers.

Reference:
Benkler, Yochai. The Wealth of Networks. Yale UP, 2006. Web.
Chapter 11 The Battle Over the Institutional Ecology of the Digital Environment
https://julac.hosted.exlibrisgroup.com/permalink/f/1h1uk14/TN_cdi_askewsholt
s_vlebooks_9780300127232
All mediated communication involves three layers

Content Layer

Logical Layer

Physical Layer
(1) The Physical Layer

● The physical layer refers both to the devices

we use to communicate – phones, computers,
televisions, games consoles – and to the
physical infrastructure and channels that
connect those devices and their users –
● the phone system, broadcast networks,
broadband, cable, wireless links.
(2) The Logical Layer

● The logical layer describes the software protocols,

algorithms and communications standards that
enable connectivity between devices and users –
● these would include the TCP/IP protocols that
enable computers to connect across different
networks, 3G phone standards, 802.11 wireless
communication standards, and the HTTP and
HTML protocols that underpin the web.
(3) The content Layer

● The content layer refers to the messages and

ideas, the information and entertainment, the
stories, songs and images that we share.
Convergence brings
Openness & Creative
Opportunities
● In the convergent era, each of these layers
has seen developments that could
facilitate greater openness and creative
opportunities for users.
● But each layer has also seen developments
that could lead to greater constraints and
restrictions.
(1) Changes to Physical Layer

● At the physical layer, network operators

seek ways to maximize their commercial
advantage, threatening the principle of
‘network neutrality’ through which all data
is given equal priority (Berners-Lee 2010;
Wu 2010).
● Devices such as Apple’s iPad and iPhone
tightly control what applications the user
can install and what they can be used to do
(1) Changes to Logical & Content Layer
● While at the logical layer, their
proprietary software operating
system imposes further constraints
upon the user.
● At the content layer, established
media industries, such as those in
film and recorded music, lobby
hard for the extension of
copyrights, the restriction of
sampling and the criminalization of
sharing.
Conclusion: An developing trends
● Processes of convergence, then, are contested.
● There is no obvious single end point of
development in any arena of convergent
communication.
● Rather, there are ongoing contests and
negotiations, legal crackdowns and user
subversions, commercial expansion and
altruistic innovation.
● Developments and possibilities are not only
adopted but also adapted.
Further Explanation by Henry Jenkins

● “By convergence, I mean the flow of content multiple

media platforms
○ the cooperation between multiple media industries,
○ and the migratory behavior of media audiences who
will go almost anywhere search of the kinds of
entertainment experiences they want.”
● Media convergence is more than simply a technological
shift.
Further Explanation by Henry Jenkins

Convergence alters the relationship between existing

technologies, industries, markets, genres, and audiences.

Convergence alters the logic by which media industries

operate and by which media consumers proc ess news and
entertainment.

Keep this in mind: convergence refers to a process,not an

endpoint.
 5. Three
Key Factors
in Media Convergence
Three Key Factors

1. Social Media: Blurring public and personal boundary

2. Multimedia & Transmedia: Blurring boundary between
medium
3. Creative Audiences: Blurring boundary between
Content Producers and Audiences
4.1 Social Media
Social Media & Media
Convergence:
A Communication
Perspective
Social Media:
Blurring boundary between personal & Public
1. Communication study Perspective:
4 areas that social media helps/ constraint users
2. Communication study Perspective:
Facebook’s operation and relations with users
3. Industry Perspective:
a. Journalism
b. Advertising
c. Public Relations
d. Creative Media
 Communication Study Perspective:
1. Blurring Boundary
between personal and
public arena
Communication, we might think that it is intended
for a particular, self-selected audience can, in the
convergent media environment, become available
instead to a much wider audience of nobody in
particular.

Reference:
Benkler, Yochai. The Wealth of Networks. Yale UP, 2006. Web.
Chapter 11 The Battle Over the Institutional Ecology of the Digital Environment
https://julac.hosted.exlibrisgroup.com/permalink/f/1h1uk14/TN_cdi_askewsholts_vlebooks_9780300127232
 4 areas that social media helps/
constraint users
Boyd (2011: 45–8) points to four specific affordances of
networked digital media that are salient in thinking about how
social network media enable and constrain their users’
actions.

Reference:
boyd, danah (2011) ‘Social Network Sites as Networked Publics: Affordances,
Dynamics, and Implications’ in Zizi Papacharissi (ed.) A Networked Self: Identity,
Community, and Culture on Social Network Sites, London: Routledge, pp.
39–58.
4 areas that social media helps/
constraint users
1. What we write in the convergent media environment is
persistent – it is recorded and archived by default,
however ephemeral we may imagine an interaction to be.

2. These interactions are replicable – digital messages can

be copied and shared across networks with people we
had never imagined when we wrote them.
4 areas that social media helps/ constraint
users
3. Our interactions are scalable – the
potential audience for any online
interaction is huge and unknowable,

the convergent media environment

doesn’t ensure a readership for what
one writes online, but it does enable it,
and so questions of visibility are
ever-present
 4 areas that social media helps/
constraint users
4. Online interactions are searchable – each interaction
contributes to a networked database which others can
explore, and this ties in to the previous three points, in
that what searchers find is persistent, can be copied, and
may be scaled up to a larger public.

Boundary between personal and public arena is blurred

 Communication Study Perspective:
2. Facebook’s operation and
relation with users
A social network such as Facebook is a colossal database of the
personal information of hundreds of millions of users – their
contact details, their photos and videos, their likes and dislikes,
their friends and networks, their biographies and behaviour, their
allegiances, aspirations and secrets.
But who owns this data? Facebook does.
Reference:
Meikle, Graham, and Sherman. Young. Media Convergence : Networked Digital Media in Everyday Life. Basingstoke, Hampshire
[England] ; New York: Palgrave Macmillan, 2012. Print.
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ21849385120003407
2. Facebook’s operation

● Facebook’s users are not its customers – the users are

the product. Facebook’s commercial operations are
instead business-to-business, grounded in advertising
and partnerships.
● Its business is selling uses of its database, made up of the
daily lives of hundreds of millions of users, who add value
to that database with every friend request, status update
and poke.
2. Facebook’s relation with users
● Users post messages on Facebook for “someone” (e.g. birthday wishes, sharing
updates of lives to friends)

● With social network media, it is no longer always clear whether we are being
addressed as ‘someone’ or as ‘anyone’.

● It is no longer always clear to what extent messages are intended to be shared

one-to-one and to what extent they’re intended to be available to a much
wider public.

Boundary between personal and public arena is blurred

 Social Media & Media
Convergence:
An Industry Perspective
1. Journalism

● Journalists research for information online

● Journalists need more effort on fact-checking &
verification on online information
● Publishing content online through social media to reach
more audiences

What is the latest trend in the industry?

Reuters Institute
Digital News Report
2020
Watching news online rather than reading
● We find that, on average, across all countries,
people still prefer reading news online, but a
significant proportion now say they prefer to
watch, with around one in ten preferring to listen.
● Parts of the world with strong reading traditions
such as Northern Europe are most keen on text
(54%), while our sample of Asian and American
markets is more equally split.

Source: The Reuters Institute Digital Report 2020

Watching news online rather than reading

● The Philippines and Hong Kong are two markets

where a majority say they prefer to watch news
online rather than read (55% and 52%
respectively).
● Across markets we also find that people with
lower levels of education are more likely to want
to watch online news, compared with the better
educated– a finding which reflects traditional
offline preferences around television and print.
Social Media
Usage & Access to
news information

In Hong Kong three-quarters

(76%) access video news via
third-party platforms but this figure
is less than a quarter (23%) in the
UK.
Source: The Reuters Institute Digital Report
2020
Accessing news through social media in HK

● A series of street protests triggered by a

government extradition bill captured media
attention, with growth online via social media
use in particular.
● Encrypted messaging service WhatsApp is
used by 84% overall and 50% for news (+9).
Usage of YouTube and Instagram for news was
also up.
Source: The Reuters Institute Digital Report 2020
Online Media as the Main Source of News in HK

Source: The Reuters Institute Digital Report 2020

2. Advertising

● Digital Marketing
● Locating target audiences with database of social
media
● Content sharing on social media
3. Public Relations

● Crisis management related to social media: when private

matters become a public concern?
● To spread the messages through social media
4. Creative Media

● Collaboration of production
online
● Giving rise to influencers
● Copyright matters
Group Discussion
Question for Discussion
How does social media usage changes the media
field? Please illustrate your argument with
examples

Group 1-3: Journalism field

Group 4-6: Advertising

Group 7-9: Creative Media

 Cases to be discussed

Gp1-3 Journalism: Guardian’s reporting on COVID-19

https://www.theguardian.com/world/coronavirus-outbreak

Gp 4-6: Advertising: Mamba Nike

https://youtu.be/C9I-W1eTCbk

Gp 7-9: Creative Media: Line and Line Friends

https://www.youtube.com/channel/UC9HtPH9bBaUHueFdb5ygP5Q
Group 1-3:
Journalism: Guardian’s reporting
on COVID-19
Group 4-6:
Advertising: Mamba Nike
Group 7-9: Creative Media:
Line and Line Friends
Instruction for Discussion

● Breakout Room: 5 people in a group

● Write your discussion progress on Google Slide provided
● One representative from each group present ONE
different point discussed in the group

20 minutes for discussion

 Slide links for group discussion
Group1
https://drive.google.com/file/d/1iw_Sz3Ph7Vg-8z5zRj-yESmtP7QvJxnJ/view?usp=sharing
Group2
https://drive.google.com/file/d/1tPmJ_BIW4oLOE2R7MlXH-cY0jPZlLxxM/view?usp=sharing
Group3
https://drive.google.com/file/d/1ceWP5BIZLIfaHsHR_Tmfwuib-QdJu_mY/view?usp=sharing
Group4
https://drive.google.com/file/d/1vUJ8HENPuzWV8V9k4PtcwTTy3GKsEvjd/view?usp=sharing
Group5
https://drive.google.com/file/d/1pBj-2JF2GbdvzL6NtgDbyZOa3-abJahw/view?usp=sharing
Group6
https://drive.google.com/file/d/1tOmpKoNnS9xrvEWg1ZWT8-csO2v5afOA/view?usp=sharing
Group7
https://drive.google.com/file/d/1p6BoHMoF80dENMDZrkPEOaWRsEiXrmCI/view?usp=sharing
Group8
https://drive.google.com/file/d/10fpZkd_sHIk6GeDj4XB_SIHqldDLwwqU/view?usp=sharing
Group9
https://drive.google.com/file/d/1_Tqumkt35FqV_6xgBngGVntG563rUEPF/view?usp=sharing
　　
Discussion Results
4.2 Multimedia
Content Production
Creating Multimedia Content,
Spread it on multiple platforms (transmedia)
● With technological advancement, video production and
editing becomes easier
● Content producers can easily edit and share digital
content online
● To best utilize “multimedia” in content production, we
should know the strength of each “medium” --
photography, video, graphics, AR/VR, text, music
Example:
Stand News’
coverage on
Taiwan election
Mandy’s Video: https://youtu.be/M_BGfYicNpU?list=PLCN-XNoAry6x5OU8bUDrmXEuKtvugbHQ7
Lai Pin-yu’s video: https://www.youtube.com/watch?v=Wet7i7znZUo&list=PLCN-XNoAry6x5OU8bUDrmXEuKtvugbHQ7&index=2
Communication Study Perspective:
Strength of Each Medium, and a mix of it.
A transmedia story unfolds across multiple media platforms, with each new text
making a distinctive and valuable contribution to the whole.

In the ideal form of transmedia storytelling, each medium does what it does best
– so that a story might be introduced in a film, expanded through television,
novels, and comics; its world might be explored through game play or
experienced as an amusement park attraction.

(Henry Jenkins)
 Communication Study Perspective:
Strength of Each Medium, and a mix of it.
Each franchise entry needs to be self-contained
so you don’t need to have seen the film to enjoy
the game, and vice versa.
Any given product is a point of entry into the
franchise as a whole. (Jenkins 2008: 97–8)

Reference:Reference:
Meikle, Graham, and Sherman. Young. Media Convergence : Networked Digital Media in Everyday Life.
Basingstoke, Hampshire [England] ; New York: Palgrave Macmillan, 2012. Print.
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ21849385120003407
In the media industry

● News media, advertising campaign and creative industry

use multimedia extensively
● Journalists are therefore required to be multi-skilled -
not just equipped with photography and simple video
editing skills, but also storytelling skills in accordance to
users’ behaviour
4.3 Creative
Audiences
 Definition of “Participatory Culture”
● The term, participatory culture, contrasts with older
notions of passive media spectatorship.
● Rather than talking about media producers and
consumers as occupying separate roles, we might now
see them as participants who interact with each other
according to a new set of rules that none of us fully
understands.

Reference: Jenkins, Henry. Convergence Culture : Where Old and New Media Collide (2006). Web. (Introduction:
"Worship at the Altar of Convergence" A New Paradigm for Understanding Media Change)
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ511028835780003407
 Definition of “Participatory Culture”
● Not all participants are created equal.
● Corporations-and even individuals within
corporate media- still exert greater power
than any individual consumer or even the
aggregate of consumers.
● And some consumers have greater abilities
to participate in this emerging culture than
others.
Reference: Jenkins, Henry. Convergence Culture : Where Old and New Media Collide (2006). Web. (Introduction:
"Worship at the Altar of Convergence" A New Paradigm for Understanding Media Change)
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ511028835780003407
 Definition of “Participatory Culture”

● Convergence does not occur through media appliances,

however sophisticated they may become.
● Convergence occurs within the brains of individual
consumers and through their social interactions with
others.

Reference: Jenkins, Henry. Convergence Culture : Where Old and New Media Collide (2006). Web. (Introduction:
"Worship at the Altar of Convergence" A New Paradigm for Understanding Media Change)
https://julac.hosted.exlibrisgroup.com/permalink/f/1fusua3/CUHK_IZ511028835780003407
Example of participatory culture

Hit Record Joe : https://youtu.be/7YIeHk0B2io

 Group Project Guideline
(Please referred to the Guideline uploaded
on Blackboard)
Instruction for group formation
Two ways of forming group:

1) Group on your own

If you hope to form group on your own , please discuss with your preferred
group mates first. One representative should send the TA an email
([email protected]) indicating your name and SID and your
group mates’ names and SIDs, c.c. the email to your group mates by Jan
25.

You can use the blackboard’s discussion board to know and find your
groupmates.
Two ways of forming group:

2) For those who do not have preferred group mates.

You can indicate your preferred topic(s) to work on in the following google
form by Jan 25.

https://forms.gle/oSWDsQsuEdouQUa69

After collecting your responses, we will randomly assign you to groups with
students who choose the same topic with you.
❏ There should be 5-6 people in one group and a maximum of 12 groups.

❏ Please send in group list with 5-6 people if you choose to form groups on
your own. If you cannot find enough people, all members should fill in the
google forms instead and we will randomly arrange groupmates for you.

❏ We will try to make sure that at least 5 people are in one group.

❏ We will announce the group formation result at fourth week’s class.

❏ For those who do not see their names in the group formation results,
please feel free to let us know during the class or send an email to the
TA: [email protected]

❏ After all groups are formed, the group members will draw lots to decide
presentation date.
Wrap Up for this class

1. Definition of Media Convergence:

“The flow of content across multiple media platforms, the

cooperation between multiple media industries, and the
migratory behaviour of media audiences who will go almost
anywhere in search of the kinds of entertainment experiences
that want.”
Wrap Up for this class

2. Media Convergence blurs boundary - between media,

between producers and audiences. In later classes, we
will also discuss on how it blurs boundary in media
industry.
Wrap Up for Today

3. Media Convergence takes place because of

a. Shift to digital media
b. Technology becomes personal
c. Internet and networked society
Wrap up for today

4. How did media convergence transform media?

a. The three layers
5. Three Key Factors
a. Social Media
b. Multimedia Content Production
c. Creative Audiences