- By convergence, he means 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.
- Convergence is a word that manages to describe technological, industrial, cultural, and social changes depending on who’s speaking and what they think they are talking about.
Checking 'Audiences'
- Jenkins makes the argument that convergence is less about a technological process and more about a cultural shift as consumers are encouraged to seek out new information and make connections amongst dispersed media content.
- The audience itself has become labelled as ‘eyeballs.’
Participatory Cultures
- A change whereby rather than media producers and consumers occupying separate roles, they now interact with each other ‘according to a new set of rules,’ which nobody as yet fully understands.
- Some consumers have a greater ability to ‘participate’ in this emerging culture than others.
- A term first coined by French cybertheorist Pierre Levy
- Media causes a buzz in consumer communities which are of increasing value to media producers.
- Subsequently, consumption has become a collective process by which we pool our resources and combine our skills.
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