Week 6: continual evolution

I can think back to the time my Dad first set up the Internet at home. I remember being so mesmerised and so confused at why we would need such technology. After exposing the unlimited possibilities of the Internet, I became dependent on it.

I can think back to the time my Dad first brought home a DVD player. I couldn't understand why our trustworthy VCR player was being ignored. I remember asking him how we would possibly tape things off the TV.  When watching my first DVD and learning the joys of scene skipping and bonus features and I quickly became obsessed.

Now I have a TV with a built in DVD player, USB port, HDMI connection, digital set top box. All things have converged into one and this seems to be the way of the future. When you think we have everything we could possibly have, there is something else we realise we need to make our lives more convenient.

So that's an introduction into technological convergence. But, what about convergence culture? Jenkin's definition of convergence is 'n the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who will go almost anywhere
in search of the kinds of entertainment experiences they want.' With media convergence, it is the idea that every story can be told on a wide range of platforms. It is the idea that information is put out there to the world and Jenkins used the example of the 'Bert is evil' image.



The culture of convergence is brands getting sold and consumers having no where to escape as they can now be targeted on every media platform. 'In the world of media convergence, every important story gets told,
every brand gets sold, and every consumer gets courted across multiple media platforms.' (Jenkins, 2003).

As technology has converged, it has been easy and efficient to tell these stories. Free streaming of movies are available and I can say that I am constantly streaming or downloading.

People now need to alter their ways of life to have a relationship with technology. Advertisers now need to take new media and social networking sites into account in order for them to reach an audience effectively. Different types of media need to come together in order for it to be more convenient. Rather than owning all these different types of media, why not bring it all together into one?


'Media convergence is more than simply a technological shift. Convergence alters the relationship between existing technologies, industries, markets, genres, and audiences.' (Jenkins, 2003).

So overall, we can say that media and technologies are going to continue to shift and evolve and it is our job to keep up with it and adapt to these new ways of life. I think due to these convergences, we mainly need to adapt our means of communication.