Convergence Culture

Media convergence. Media convergence can be described as a flow of content across various media. It also encompasses cooperation between media industries and players in media (i.e. broadcast channels and social media users) and the public’s strive to seek out new information on their own. An example of media convergence would be how breaking news is treated nowadays. A witness’ or a bystander’s tweet regarding an event could become the source of the news to the mass audience, and many news channels acknowledge this and encourage people to tweet them with updates regarding an event that is happening. As such, media convergence depends very heavily on the participation of the consumers – which brings me to the next keyword:

Participatory culture. Participatory culture dismisses the older, traditional notion of ‘passive media spectatorship’. Different from the traditional role of consumer as listeners, participatory culture encourages consumers to actively participate in creating content, voicing their opinions and promoting products themselves. This could be seen through how bloggers have become a powerful voice in the last few years. Bloggers post product reviews or criticisms of events on their blogs, and the audience – who have been always skeptic of advertising and what the mass media tells us – read these blogs, often leaving comments debating the issue or asking more questions.

Participation. Delving deeper into participatory culture, the reading describes participation as a ‘governing concept’, as corporations assume ‘participation’ as something they can stop, while consumers struggle to keep their rights to participate. This is an ongoing battle in many instances – as corporations take down forums, comments, videos that criticize their behaviour. However, consumers will continue to voice their opinions and frustrations at the policing, which has happened before with PotterWar.


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