MEDIA CONVERGENCE

1. MEDIA CONVERGENCE CRITICAL MEDIA ANALYSIS PRESENTATION GROUP NINE

2. Introduction to media convergence GROUP NINE

3. MEDIA CONVERGENCE • Convergence does not depend not depend on any specific delivery mechanism. Rather convergence represents a paradigm shift – a move from medium – specific content that flows across multiple media channels, toward the increased interdependence of communications systems, toward multiple ways of accessing media content, and toward ever more complex relations between top-down corporate media and bottom-up participatory culture. “Convergence refers to a process not an endpoint” Media convergence is more than simply a technological shift 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 process news and entertainment. GROUP NINE - HENRY JENKINS, CONVERGENCE CULTURE

4. MEDIA CONVERGENCE MOBILE PHONES: Not simply telecommunications devices – allows us to play games, download info from the internet, receive text messages and take photos – Now allows us to preview films and download installments. MUSIC: Car Radio, Walkman, Ipod, Web radio station or music cable channel DVD/PLAYERS: Listen to music as well as watching films. FILM: Old Hollywood focused on Cinema. The new media conglomerates have controlling interests across the entire entertainment industry (synergy) Warner Brothers producer film, television, popular music, computer games, websites, toys, amusements, books, newspapers, magazines and commercials. GROUP NINE

5. MEDIA CONVERGENCE Media convergence impacts the way we consume media. Convergence is taking place within the same appliances, within the same franchise, within the same company, within the brain of the consumer and within the same freedom. It changes the way the media is produced and consumed. GROUP NINE

6. Audience fragmentation GROUP NINE

7. AUDIENCE FRAGMENTATION At the centre of convergence culture are the family and the TV, a traditional bond which many theorists had predicted would end due to the various range of media o offer (TV, Internet, Apps, Mobile Devices.) • FRAGMENTATION WAS INEVITABLE – • “Fragmentation” argues that multi-channel TV and all the attendant technologies for personalizing viewing would inevitably undermine the mass audience with serious consequences for most of us in the medium to long term. These consequences reach out beyond the media sphere and into wider and broader society. This includes – • The extinction of the PSB (Public Service Broadcasting) tradition media outlets funded mostly by the public/strand and ultimately of high-quality-television content. The undermining of the old terrestrial flagship brands (This was also forecast at the original deregulation in the 1980’salong with Italian housewives stripping on TV) • The end of the mass TV audience sharing significant experiences “live” (sporting events, royal weddings) • All kinds of social ills resulting from the undermining of the family with each family member retreating to his or her own “Viewing Station”. Media studies – The essential introduction F3/ WJEC GROUP NINE

8. AUDIENCE FRAGMENTATION • EXAMPLES OF AUDIENCE FRAGMENTATION: • The division of audiences into small groups due to the wide spectrum of media outlets. This leads to the publication of broadcasting opportunities becoming even more diverse. • As audiences become more fragmented, the major broadcasters and networks will need to create new revenue resources. • The X FACTOR is an example of audience fragmentation • SKY and VIRGIN Media • DVDS, MP3s and Mobile devices Media studies – The essential introduction F3/ WJEC GROUP NINE

9. Media economics GROUP NINE

10. MEDIA ECONOMICS Economic convergence refers to the integration of the entertainment industry into a media conglomerate that controls a variety of aspects of the production of media and results in a restructuring of cultural productions and transmedia activities. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York University Press, 2006. http://www.hyperrhiz.net/reviews/61-henry-jenkins-convergence-culture GROUP NINE

11. MEDIA ECONOMICS Multinational Companies Example News Corporation owns: BskyB, The Sun, The News of the World, The Times and The Sunday Times. GROUP NINE

12. INFORMATION FLOWS GROUP NINE

13. INFORMATION FLOWS The invisible children made a highly successful video in order to tell a story of the happenings in in Uganda with ‘Kony’. The younger the audience is more likely they’ll know what I’m talking about. If I was to mention something like kony 2012 to a group of middle aged people and asked if they know what I’m talking about maybe 2 of them would raise there hands up. But the rest of the people wouldn’t have a clue what I’m talking about unless they had seen it. But for instance if I was with a group of people and said have you seen ‘Taken’ or ‘Die hard’ some people might not of seen it but still know about it and what I’m talking about it because major media like Hollywood push it that way. When watching this video it grabs your attention telling young people about the impassioned representation of the power of social media can change the world. The sense it’s telling young people they can make a difference, there’s a way they have the power. The people of invisible people children estmatehalf a million people would see it. Instead kony 2012 took 4 days to reach 70 million put it into perspective that the highest show on British TV have an average audience of 35 million per week. GROUP NINE

14. INFORMATION FLOWS • Invisible children was no way ready for the attention it received, the website wasn’t ready, hadn’t prepared their staff enough. They was un prepared and crushed by having that level of attention and interest directed at them that quickly. • It’s a huge success of social media as it is at the present time. Part of what they tried to do was to mobilise the power of social media to call out celebrities and public figures that would amplify the impact. • If they got a celeb attached to their campaign, their tweets & their social presence would further expand the network that the campaign was going to reach. • It gets coverage in the news, newspapers people are discussing it. It’s become a topic for that period of time that everyone wanted to focus attention on. Some of that attention focused negatively on the invisible children and there are legitimate reasons to be critical about the politics of the particular video but a lot of it was focused on Africa and this part of it being about Africa the video sparked. So whether we liked the video or not it for a period of time it focused the attention of the United States and parts of Europe on an issue that we don’t normally focus on and it did it not by social media and other ways but not by the major media humps.

15. INFORMATION FLOWS Kony 2012 is popular with the student population. As these videos travel they are inserted into a range of conversations by different groups. But this video had been circulated for diverse motives. There's an increase in engagement and participation when people connect with the activity of passing along content. You don’t automatically become a hero in the invisible children organisation just because you passed a long this content but having taken that 1st step, passing on content you are marginally more likely to take the next step. After the first video circulated and got 70 million the 2nd video circulates is about 2 million in the first week ago.. That’s not amazing and you can read it it as the 1st video got 70 and 2nd video got 2 million, an enormous drop down. But you can look it at from the other side, they was looking at half a million & got 2 million supporters. They got 2 million interested enough to return the next time. Did the campaign fail despite its reach? It was highly successful in creating awareness, in sparking a conversation & getting people curious to pursue other content. How do we describe the young people we describe the young people involved in invisible children? One of the terms we could use is to describe our generation is that we are digital natives as have been born in to the digital world. Where as our parents are digital immigrants. GROUP NINE

16. LIFESTYLE CHANGE GROUP NINE

17. LIFESTYLE CHANGE Lifestyle change is something that is occurring on a daily basis whether it be change in diet, change in how you get to work. Lifestyle change in Media Convergence is something that is constantly growing and developing – People used to watch TV, then listen to music or go on the internet using separate devices. Modern technology has developed to the point where people can do all of these things in one place – “All media is being converged into one place” We are living in an age when changes in communications, storytelling and information technologies are reshaping almost every aspect of contemporary life -- including how we create, consume, learn, and interact with each other. A whole range of new technologies enable consumers to archive, annotate, appropriate, and recirculate media content and in the process, these technologies have altered the ways that consumers interact with core institutions of government, education, and commerce. HENRY JENKINS - http://web.mit.edu/cms/People/henry3/converge.html GROUP NINE

18. LIFESTYLE CHANGE EXAMPLES… • People have become less sociable which is effecting their lifestyle do to new Media content, such as TV, Radio and Internet all being accessable on one device such as an Iphone. This shows the one device such as an Iphone can cross multi-platforms and enable users to access different content at all times. GROUP NINE

19. LIFESTYLE CHANGE EXAMPLES… • Social - • Economical - • Ethnical - • Legal - • Political - GROUP NINE

20. New technologies GROUP NINE

21. New TECHNOLOGIES AND NEW MEDIA • On demand access to content any time/ anywhere/ on any device • It increases; interactive user feedback/community formulation/interplay between technologies • It effects; Economics/Politics/ Exchange of ideas (not just media) • Shortens the distances between people. • EXAMPLES: • ICLOUD • This allows you to connect all of your Apple devices so that you can access all your emails/photos/video/etc. • EE 4G NETWORK • This speeds up the users ability to access what ever content the would like on demand. • It allows the user to like their devices together so that you can be carrying out an activity on one device and then change over to another device seamlessly. GROUP NINE

22. New TECHNOLOGIEs: MULTI-PLATFORM • There are very few, if any, organizations that publish their media on only one platform. • Most newspapers/magazines branched out into having websites • Once it became the norm for most people to have access to these websites on their phone they made their content easier to access by either creating a version of their website specifically for mobile phones or, what is more common now, an app. • It is far easier for a consumer to look at an app on their phone, or tablet to check the news rather than go to the shop and buy a new paper. • This doesn't mean that newspapers such as ‘The Times’ or ‘The Sun’ will be gone, they will just have to evolve to fit to the new technology that people are using and the new higher demand for online content. GROUP NINE

23. GENERAL POINT: SUMMARY GROUP NINE

24. THANKYOU FOR LISTENING  GROUP NINE