This week, we learn about media convergence.
What is media convergence?
Text + photos + audio + video + graphics = multimedia.
Convergence means the context of media. It refers to the technology driven unification of different media channels. In addition to convergence at the distribution level there are areas in which the same content can be re-packaged across medial for example; computer games and films use the same content in different ways. According to Henry Jenkins, media convergence is more than simply technological shift. Convergence refers to an evolution process of technology like nowadays cell phones are not simple telecommunications devices that use for contact peoples. They allow us to play games, download information from the internet and receive and send photographs even text messages.
Media can influence a person through changing their perception. Peoples believe what they see in their own eyes. There are few theories that mean media can influence people behaviour such as cultivation theory, magic bullet theory and also hypodermic needle theory. When peoples spend long-time period in a particular television programs like sexual, violence or horror, peoples’ behaviour tend to change because they will imitate and learn what the see and hear on the media. Due to this reason, gate keeping theory shown as a role that filtering the content that ‘they’ think will influences the social behaviour. ‘They’ refers to different media controllers from different countries. However, according to the journal, it said that: ‘convergence is a risk for creative industries because it requires media companies to rethink old assumptions about what it means to consume media- assumptions that shape both programming and marketing decision.’ This decision narrows the range of the creative peoples from limit them to come out with new creative ideas in creative fields.
Nowadays, people learn not only from TV, radio or print media. Internet had an important role of shaping public’s perception. Through internet, people can know the truth from the debates. So, in my opinion, the media should not filtering so much as people can know from the internet and they will feel they had been cheated by the society as consumer doesn’t like to be cheat. Media convergences affect us positively as well as negatively. Therefore, people should know how to use it for our benefits and not letting them bring negative impact to our lives.
Hi Zhi Huey
ReplyDeletei agree with your point that due to the advancment of technology, media contents can be used in a single object. just like the smart phones for example, it allows us to sms and make phone calls at its most basic. at a higher level, it allows us to access to the internet, play games, interact with others instantly by using messengers and so much more. basically you name it, there's nothing a smart phone can't do these days.
however, many have questioned that what do we consider such media as now? does it still consider as a cell phone or a multi-tasking tool?