The Different Forms of Convergence That Are Emerging in the New Media Environment - Essay Example

Critically assess the different forms of convergence that are emerging in the new media environment. The world has witnessed major revolutions that have immensely changed humanity. These revolutions have been experienced in areas of agriculture, industry and technology. In agriculture, the Agrarian revolution tremendously changed the ideology behind farming whereas the Industrial revolution brought radical changes in the industries. The introduction of internet, computing and information technologies has significantly changed the world. The new frontier in technological revolution is media convergence. In this paper, we will critically assess the different forms of convergence that are coming up in the new media environment. Firstly, we will examine the various definitions of media convergence, and then proceed to assess the forms of convergence. Secondly, we will look at its impacts and then give a conclusion. It is pertinent, before we examine the various definitions that have been advanced in favor of the term media convergence, that we understand the term new media. New media refers to the modern technological advancements that have been realized in the technology and media world. It may refer to the processes, the applications, the methodologies, or the physical gadgets. Smartphones and iPads are therefore seen as gadgets that are representative of the new media notion while applications such as social media are also perceived as new media. What then is media convergence? The term media convergence is ambiguous. This is because it denotes a wide range of meanings and cannot be said to have a strict textbook meaning (Tim, 2010). As such, various authors and scholars have advanced several definitions of the concept. Media convergence, according to Richard Gershon, can be defined as the merging together of media which were previously autonomous or distinct to create a new media dispensation (Brown, 2005). It basically means bringing together various technological platforms into one media platform. These technological platforms include software applications such as animations, the internet, and new technologies such as the Smartphone technology. Media convergence in the new media environment can also be defined as the piecing together, or the interlinking, of computing and Information Communication Technologies (ICTs). It is also defined as the synchronizing of media content that has existed since the internet came into existence, digitalization of information technology, and remodeling of old media into a format that is new (Tim, 2010). In the above definitions, convergence is understood as the bringing together of different media platforms, especially the conversion of old type media into new type media. These definitions, however, are just one side of the concept of media convergence. The term convergence has been labeled as an elastic term as it has many different meanings depending on how it is used and the time it is applied. According to Henry Jenkins, a renowned blogger and author, the term media convergence simply means how media content travels across the various media platforms that are in existence, the linking together of media industries, and the behavior of the media consumer (Jenkins, 2006). Jenkins’s definition captures the basics of media convergence, that is, the joining together of media platforms and technologies. However, it also introduces another dimension, the media consumer. The introduction of the media consumer dimension gives the concept of media convergence a whole new meaning. According to Jenkins, the desires of the consumer have a lot to do with the shaping up of new media and consequently the convergence of new media. This is because players in the media industry, such as media conglomerates and other owners, have to take into account what the customer really wants before they can make decisions that will touch on media convergence (Jenkins, 2006). For instance, if the customer today desires a gadget that incorporates internet, video and camera technology, then media businesses in the distinct fields of internet, photography and video will be driven by that desire to merge together in a bid to address the customer’s needs. Jenkins, therefore, concluded in his argument that media content, its circulation, and the convergence of media ultimately depends not only on the desires of the consumer, but also on his active participation. As such, Jenkins advises, convergence of media platforms and technology occurs within the confines of the brains of the consumer, and not through media gadgets and appliances (Jenkins, 2006). This definition and description has a consumer participatory approach and represents a shift from the traditional definition of media convergence, and gives the consumer a central role in the determination of the ideology of convergence. Having looked at the various proposed definitions of media, it is paramount that we also examine the historical background of media convergence as well explore the extent to which media convergence has taken place. The concept of media convergence has been in existence from as early as the 1970s when media players discovered the possibility that information can be stored and disseminated in a digital format (Baldwin, 1996). At that time, two media scholars, Ithiel de Sola Pool and Nicholas Negroponte advanced the ideas that media convergence can be realized. Ithiel gave a definition of convergence which ideally fits to the modern definition. He defined media convergence as the ‘blurring of lines between media’. According to Ithiel, the boundaries between media platforms such as telephone, radio, telegraph, and television must not occur if their convergence was to be achieved (Negroponte, 1995). The ideology that media could actually be converged progressed into the 1980s and 90s. It gained ground because more and more scientists acknowledged the fact that the transition of old media into new media and consequently the integration of outdated technologies into new content were not only possible, but also necessary. This integration became possible through the process of remediation which became very significant in media convergence. At that time, convergence was therefore thought of as the remediation of three technological pillars; the computer, the telephone, and the television (Carpentier, 2011). In recent times, the concept of media convergence has widely grown. The term media is now conveniently referred to as multimedia in reference to the joining together of multiple technological and media platforms. These media forms include video, still images or photography, music, and text. The term ‘hypermedia’ has also been developed and this indicates the extent to which the idea of media convergence has grown. Hypermedia refers to the application and presentation of media in links referred to as hypertext links. Media convergence has today reached levels beyond those envisaged back in the 20th century (Murdock, 2000). There are several and different forms, or types, of media convergence that have emerged in the new media environment. However, these forms can largely be classified into three categories. These are content convergence, technological convergence, and economic convergence (Murdock, 2000). Content convergence, the first form of media convergence, refers to the processes and procedures of integrating media and all its content. Content convergence is based on two broad factors; media content and the users of media. Media content convergence as a factor which underlies content convergence refers to the integrating of analog and outdated technologies into new media forms. This process is known as digitization. Digitization adjusts and aligns the content that is in old media so as to fit it into a new media form that is in sync with the trend and demands of the modern world. Media content conversion is not a one off process, but is an ongoing process that takes time and the participation of both the consumer and the media industry players and other corporate institutions (Baldwin, 1996). According to Jenkins, content convergence as a process targets not only the media content, but also the media product and brand. The media users’ factor, also an underlying basis of content convergence, is primarily based on Jenkins’s definition of media convergence that introduced the concept of consumer participation as a major determinant of convergence. Jenkins, in his argument, emphasized that what goes on in the mind of the consumer or the user in this case is what actually determines media convergence. User convergence therefore denotes the merging of the ideas, thoughts, and activities of all users of media that actively shape the development and dissemination of media products and content (Jenkins, 2006). Technological convergence is the second form of media convergence. It is a general term used to describe the digitalization of media and all its content from a technological point of view. Technological convergence has three branches; convergence of devices, network convergence, and the convergence of solutions. The first, convergence of devices, literally means joining together the various functions of media into one device (Carpentier, 2011). This makes the distinct functions have a single similar function. It is what the scholar Ithiel defined as the blurring of lines or boundaries between different multiple media functions. The convergence of devices is also known as terminal convergence. This is primarily because of the role terminals, such as the telephone, radio, computer, and the television, play in the convergence concept (Brown, 2005). In the convergence of devices, the integration of two or more devices creates a new media function and consequently a new form of communication (Murdock, 2000). For instance, a cell phone device with an inbuilt radio and a video player is a good and practical example of a device that brings together multiple media function and creates a new and improved form of communication. The second form of technological convergence is the network convergence. It has been defined as the merging of technological platforms and media. This in effect makes both the media and the platform have an interoperability characteristic. The vision behind the ideology of network convergence is that one network will be multifunctional, that is, it will be able to carry and perform the functions of all the other networks. Network convergence, therefore, has also been defined as the merging of various networks such as cable, mobile, and the internet (Hay and Couldry, 2011). It has also been envisaged that network convergence will result to a network infrastructure that is standard. Convergence of solutions, the third form of technological convergence, refers to the merger between the convergence of devices and that of networks. Convergence of solutions also referred to as the convergence of services, thus brings together devices and networks. Economic convergence is the third broad category or form of media convergence. It refers to the merging of media platforms and content from a market viewpoint. Economic convergence has two forms; market and regulatory convergence and corporate convergence. The first, market convergence, is a term used to denote the piecing together of the two major markets; the media market on one hand and Information Communication Technologies (ICT) and telecommunication market on the other (Hay and Couldry, 2011). Market convergence is usually a double phased process which involves the bringing together of the markets for ICT and telecommunication in phase one, and merging them with the media market in phase two (Murdock, 2000). Market convergence has thus been defined as the convergence of industries. This is because of the merger between two or more markets. The idea behind regulatory convergence under market convergence is that there needs to be a sound legal framework for convergence to be seamless. In many jurisdictions, legal regulations will determine the possibility of market convergence and consequently media convergence (Samuel, 2000). Laws such as the press law, consumer protection, competition protection, and the intellectual property rights tend to allow or prohibit convergence. Compliance to such laws is thus, in many instances, a prerequisite for economic convergence (Samuel, 2000). Regulatory convergence also implies the bringing together of not only the laws but also of authorities that enforce such laws. Corporate convergence, a part of economic convergence, addresses two things; the merging of interests of institutions in the media industries on one hand, and the actual integration of these corporate organizations in the industries of telecommunication and media. Corporate convergence can be examined from an institutional point of view as well as from the proprietary standpoint. Proprietary standpoint involves the collaboration of independent businesses in the media industry. Organizational or institutional convergence also borrows from the same premise of corporate organizations dealing in different trades integrating with each other. In both forms of corporate convergence, the integration provides an opportunity for increased synergy and a common goal of creating, promoting and disseminating media content (Murdoch and Dahlgren, (eds)). Corporate convergence depends largely on the cultures and organizational structures of the individual companies merging. A careful consideration of the cultures of each organization forming the merger is very important as it eventually gives corporate convergence relevance. It is therefore important to emphasize that corporate convergence, just like technological and economic convergence, serves as an impetus for the concept of media convergence. It also fosters innovation (Negroponte, 1995). The idea of convergence has come of age and media scientists and researchers still expect that the media industry will still experience increased changes as far as convergence is concerned. Media convergence has without doubt changed not only the landscape of media, but also the mindset of the consumer. Its impacts have been wide and far reaching. Due to the concept of media convergence, the efficiency of the functions of consumer has greatly been enhanced. For instance, the integration of multiple media functions of radio, video, and internet access on a single mobile device enables the consumer to efficiently enjoy the functionalities of each of the distinct media. Corporate organizations in the media industry are also realigning their strategies and cultures so as to create new products and services which are a product of convergence and which eventually attract the end user who is the consumer. However, media convergence also has its fair share of challenges. Firstly, the concept of convergence is largely experimental (Baldwin, 1996). The merging of various media functions into one device sometimes creates a device that consumers find complicated and difficult to use. Therefore, the device may not serve the desired purpose of convergence. Secondly, convergence also at times renders a converged terminal or device less functional. This is because consumers deem most functionalities of that device as unnecessary. Lastly, convergence also has its implications on regulation. Convergence acts within legal regulatory frameworks of a particular jurisdiction. However, certain forms of media convergence, such as corporate convergence, may infringe on some regulations such as that of competition protection (Samuel, 2000). In conclusion, media convergence refers to the integration or joining together of media content and technological platforms. It actively involves bringing on board various distinct media applications and merging them into one device. Media convergence has also been defined as the end product of the thoughts and desires of the consumer. This is because it is the consumer who eventually decides what form of media convergence organizations will pursue. Convergence of media content and platforms has greatly impacted the media industry and the consumer’s lifestyle by extension. Its effects will continue to be felt with every thought of media convergence. References Baldwin, T et.al. (1996) Convergence: Integrating Media. Information and Communication, Sage European Commission Green Paper on the Regulatory Implications of the Telecommunications, Media and Information Technology Sectors: Towards a Common Approach to Information Society Services, EC Brown, W. 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