It is not possible to avoid the two words convergence divergence in literature, discussions and theories about new media, new services, what the audience wants and the future of media nowadays as „convergence rapidly became one of the key concepts in new media discourse.”(Storsul/Stuedahl:2007:9) So it was mentioned in articles, academic texts, policy documents and industrial papers and was introduced as the new order. (Fagerjord/Storsul:2007:19) And in becoming a key concept convergence also became an important rhetorical tool that encouraged change in several fields e.g. grassroot journalism sites or media companies presenting new (future) plans for online platforms and mobile services. (Storsul/Stuedahl:2007:9) But even if the two words are omnipresent it seems as if not everybody is writing, meaning and talking about the same. Actually sometime when reading different articles and books it seems as the authors were writing and discussing totally different topics. Like Storsul and Stuedal describe it, convergence really is a buzzword.(Storsul/Stuedahl:2007:9) And it is not only a buzzword, but it bears the old human (science-fiction) visions and hopes of media enabling things being managed by one central system and/or device that organizes our whole life and we now can’t even think of. (Storsul/Stuedahl:2007:10)One very common though simple example of such futuristic thinking and visions might be the refrigerator that automatically and independently orders the needed food and drinks from the shop and they are also delivered automatically, maybe even beamed into the refrigerator.
Table of Contents
1. Introduction
2. Convergence and/or divergence
3. Conclusion
4. References
Research Objectives and Themes
This essay explores the complex and often confusing relationship between the concepts of media convergence and divergence. It argues that these are not opposing forces, but rather two sides of the same evolutionary process driven by digitalization, and examines how they influence media production, consumption, and cultural practices.
- Theoretical definitions of convergence and divergence in new media discourse.
- The role of digitalization as a catalyst for media landscape transformation.
- Cultural change, audience participation, and the shift towards collective intelligence.
- Economic strategies of media corporations regarding cross-media and market integration.
- The persistence of traditional media and the limitations of "technological" solutions like the "Überbox".
Excerpt from the Book
1. Introduction
It is not possible to avoid the two words convergence divergence in literature, discussions and theories about new media, new services, what the audience wants and the future of media nowadays as „convergence rapidly became one of the key concepts in new media discourse.”(Storsul/Stuedahl:2007:9) So it was mentioned in articles, academic texts, policy documents and industrial papers and was introduced as the new order. (Fagerjord/Storsul:2007:19) And in becoming a key concept convergence also became an important rhetorical tool that encouraged change in several fields e.g. grassroot journalism sites or media companies presenting new (future) plans for online platforms and mobile services. (Storsul/Stuedahl:2007:9) But even if the two words are omnipresent it seems as if not everybody is writing, meaning and talking about the same. Actually sometime when reading different articles and books it seems as the authors were writing and discussing totally different topics. Like Storsul and Stuedal describe it, convergence really is a buzzword.(Storsul/Stuedahl:2007:9) And it is not only a buzzword, but it bears the old human (science-fiction) visions and hopes of media enabling things being managed by one central system and/or device that organizes our whole life and we now can’t even think of. (Storsul/Stuedahl:2007:10)One very common though simple example of such futuristic thinking and visions might be the refrigerator that automatically and independently orders the needed food and drinks from the shop and they are also delivered automatically, maybe even beamed into the refrigerator.
Summary of Chapters
1. Introduction: This chapter introduces convergence as a central, albeit often misunderstood, buzzword in new media discourse and outlines the complexity caused by diverse technological and social developments.
2. Convergence and/or divergence: This chapter analyzes the interplay between convergence and divergence, arguing that they are indivisible sides of the same phenomenon and discussing the impact of these processes on devices, content, and media business strategies.
3. Conclusion: This chapter summarizes the argument that convergence and divergence are ongoing, evolutionary processes that require a focus on cultural and social practices rather than purely technological predictions.
4. References: This chapter lists the academic literature and sources used to support the theoretical arguments presented in the essay.
Keywords
Media Convergence, Divergence, Digitalization, New Media, Cultural Change, Cross Media, Participatory Culture, Collective Intelligence, Audience Fragmentation, Media Consumption, Technological Convergence, Market Convergence, Regulatory Regime Convergence, Rhetorical Convergence, Information Society
Frequently Asked Questions
What is the core subject of this essay?
The essay examines the interplay between "convergence" and "divergence" within the context of new media, arguing that they are parallel and inseparable developments rather than simple opposites.
What are the primary themes discussed?
Key themes include technological shifts, the impact on media industries and market strategies, changes in audience behavior, and the cultural implications of digital media.
What is the main goal of this research?
The goal is to clarify the confusion surrounding these buzzwords by demonstrating that both convergence and divergence are ongoing evolutionary processes, not final endpoints of development.
Which scientific approach does the author use?
The author uses a literature-based theoretical analysis, synthesizing various scholarly perspectives (such as Henry Jenkins, Storsul, and Stuedahl) to evaluate current media discourse.
What topics are covered in the main body?
The main body covers different types of convergence (technological, market, rhetorical), the role of digitalization in media mobility, the illusion of the "all-in-one" device (the "Überbox"), and the rise of participatory culture.
Which keywords best characterize this work?
The work is characterized by terms such as media convergence, digitalization, participatory culture, cross-media strategies, and the evolution of consumer behavior.
Why does the author argue against the "Überbox" concept?
The author argues that a single device capable of all tasks is an illusion, primarily because media companies profit from selling specialized devices and because consumers have diverse needs that require different tools.
How does the author view the relationship between media producers and consumers?
The author sees a shift where convergence allows for more active, bottom-up participation from consumers, making the relationship with top-down corporate media more complex but also more interactive.
- Quote paper
- Nina Ratavaara (Author), 2008, Convergence and/or divergence, Munich, GRIN Verlag, https://www.grin.com/document/178933
