1. Why does convergence happen in the communication and
media fields? What are the two
conditions that lead to convergence?
Convergence occurs in
communication and the media because they are fields that are always rapidly
expanding and evolving. Two conditions that
lead to convergence are cultural shifts and new technology. Newer technologies
allow for an evolution that can see a tool that comprises more media than a
past technological tool could provide. As the technologies evolve, so do the
convergences. As for cultural shifts, Jenkins says that consumers will seek out
new information and find new ways to connect dispersed media.
2. What are the three different kinds of digital
convergence discussed in the article?
One kind of digital
convergence involves the evolution of the cell phone. In the article, the
author talks about how one day he went into a store desiring a phone just
simply to make phone calls to family and peers. The sales people laughed at his
wish because nowadays calling appears to be more of a minor function of cell
phones. Now, cell phones also have text messaging, social media applications,
and games. They also have applications for listening to radio stations or
on-demand music, or for watching TV on the phone. How the phone is becoming
less of a phone and more functions of a gaming system or computer is, how
Jenkins describes, “a powerful demonstration of how central mobiles have become
to the process of media convergence.”
Another kind of digital
convergence that occurred in the first five years of the new century involved
movies. The article mentions how Rok Sako
To Rok Lo, a Bollywood film released in 2004, was released for viewing to
several parts of India through cell phones that had the power to stream live
video. That stirred up a thought that maybe one day going to the movies would
become obsolete. About a year prior to this, at the 2003 New Orleans Media
Experience, movie buffs saw things that sparked ideas of movies interacting
with other forms of media besides being able to view movies through the cinema
or television. For example, movies could interact with video games as a means
to expand the movie’s storytelling. However, through this, Jenkins mentions the
downsides of these collaborations, as it involves worries and decisions such as
release the game around the same time as the movie and risking a rushed
product, or releasing months later after the film’s exposure has run out.
A final kind of digital
convergence involves music and the record industry, which Jenkins said was
“sweating bullets” at the New Orleans convention. No longer do people need to
go out and buy a record, CD, etc., for their favorite music. Now the music can
all be downloaded onto their computers, iPods, MP3 players and phones, both
legally through programs like iTunes and illegal pirating. Those at the record
industry need to find an answer to convergence.
3. What cultural and social impacts does digital
convergence have in addition to
technological changes?
Digital convergence brings
impacts to culture and society that are both for good and for worse. On one
hand, people can stay connected even if they’re miles apart or on the other
side of the world. Such is the case for the example from anthropologist Mizuko
Ito, who explains a young couple that does everything from getting up to eating
to going to bed together even miles away, all because of convergence and
technology. On the side for worse, Jenkins uses an example of teenagers using
cell phone video recording making a pornographic film that is soon spread
throughout the school through the media. Convergence does happen when “people
take media into their own hands.”
4. Do the new media displace old media in the history of
media development? Why or why not?
New media does not displace
old media in the history of media development. Whenever a new form of
technology appears on the scene, there is always fear that the newer technology
will replace the older. The writer Bruce Sterling even brought about the Dead
Media Project, which mentions how certain “media” have become extinct due to
technological advances. Jenkins points out, however, that “old media never
die…what dies are simply the tools we use to access the media content.” Jenkins
names 8-track and Beta tape and says that they deliver the medium; they are not
the media. Media is the sound, music, mp3, etc.
5. The convergence happens from both the top-down corporate
level and bottom-up grassroots level. How do both levels change the traditional
concept of media consumption?
Convergence
occurs both on a top-down corporate level and bottom-up grassroots level. On a
top-down corporate level, the producers (aka media companies) are looking to
increase revenue and commitment from the viewers, or consumers. Consumers, with
the bottom-up grassroots level, look at convergence as a way to make sure
they’re in control of the media and can interact with other consumers. With
both levels interacting together, it can either be very good and bring the
producer and consumer closer, or be very bad and draw the two apart. This is
because the traditional concept of media consumption has changed. No more is it
the media company produces the content that is consumed. Now, the consumer
wants to be active and use the media how they want it. Producers will both
encourage change and resist it. They also see convergence in different ways: in
one way pushing towards conglomeration throughout the different forms of media,
and in the other way a risk that a consumer will leave an older form of media.
6. What does digital convergence in media indicate for
communication and journalism
professionals in the future?
With digital convergence in
the media, the traditional communication and journalism professionals now
cannot necessarily specialize in one particular field of interest. Rather, they
must now be well balanced and be able to learn different areas. It’s not just
about interviewing to collect the facts and make the story, for example, now it’s
also taking pictures, collecting video of the news, and putting the news out
there throughout the different media. That’s not to say specialization is gone
for good, but it is better to know a bit about each area of the media. Media
convergence is an advantage for the “citizen journalist,” however, as they can
take a video or photos of something and then the content can be spread.
However, media convergence can also be a good thing for the communication and journalism
professionals, as with new media and new fields in communication opening, there
will be a need for such people.
