A Definition of Convergence

Throughout the introductory chapter of Henry Jenkin's Convergence Culture, the focus is primarily on how the term convergence can be defined. Taking Jenkin's example of Dino Ignacio's "Bert is Evil" images, Jenkin's highlights how a simple act of editing pictures and posting them online "sparked an international controversy" (Jenkins, 2006, p2) He talks about how convergence culture is where "old and new media collide" (Jenkins, 2006, p2) so in other words, don't really exist to co-operate with each other. Depending on how it is used and distributed, for instance, Ignacio's images, which traveled from his bedroom to Banglasdesh, to appearing on anti-American posters to the living rooms of the world through CNN. Had these images been exposed in others ways, it might not have had the same affect, it depends on the social interactions.

In terms of social interactions, Jenkins makes reference to shows like Survivor and American Idol, in regards to the relations between the producers and the consumers, referring to how much control the consumer has in terms of the outcomes of the show, for example who goes through to the next round of the show and who doesn't. Does the consumer have all the control or is there factors working behind the scenes who ultimately have the final say in the shows outcomes as "not all participants are created equal" (Jenkins, 2006, p3) One example of this in the present day would be websites like Buzzfeed, which features news and various other areas of interest like fashion or music etc. This website focuses heavily on social interaction through its "Now Buzzing" sidebar, which highlights the most visited stories of the day. This often leads to stories like "29 Underrated things about being in your late twenties" (Buzzfeed, 9th October 2013) being seen alongside a news report on the US Congress shutdown. Through social interaction, two areas of opposite interest are now being mixed together, simply by the control of the consumer. This could have had many different outcomes, leading back to Jenkin's example of "Bert is Evil" and how the media affected it.

There are many ways that convergence can be described but to put things simply "we are in an age of media transition" (Jenkins. 2006, p11) and we had better be ready for it.

References
Jenkins, H. 2006. Convergence Culture: Where Old and New Media Collide, New York University Press

Convergence Culture – The loss of unique character within ones culture? Or, the colliding of many to make one?

Media is constantly changing, whether it is through the technology being updated and modified, and software being enhanced etc. the list goes on, but primarily this shows us that as a whole, the old media of yesterday and the new media of today are colliding and in some ways combining.

Henry Jenkins stated “Convergence does not occur through media appliances, however sophisticated they become. Convergence occurs within the brains of individual consumers and through their social interactions with others.” (Jenkins, 3) Although this is not explaining exactly what Jenkins means by the term, I find it delves into the root of it and emphasizes a cultural shift for consumers and their demand for media content.

The relationship between producers and consumers of the media are constantly interlinking, and the influences they can provide each other overall provide our now media saturated world and the cultures within it with this media convergence making it a convergence culture.

The range of media delivery methods is enormous; however Jenkins within this book focuses more on trends in media rather than the hardware itself. The tendency of modern media creations being one trend, with the releasing of new and improved technology and software such as computer gaming and mobile phone apps etc. almost weekly gives a sense that the unique character of the old media which shaped a culture is being destroyed for the new media being created and introduced to consumers, as Jenkins mentioned the writer Brice Sterling stated, “the media that have died on the barbed wire fence of technological change”. (Jenkins, 13)

While the phenomenon of a single franchise, the ‘black box fallacy’ is another. With media content previously being circulated across different media systems, turning into one system, one black box in the living room that has it all, all of which is demanded by consumers, influenced by fan base and ultimately colliding from audience participation.

Overall t is us, the consumers of the media creating a convergence culture around us, expanding it and shaping it to the way our collective intelligence wants it to be.

Bibliography

Jenkin, H. (2008).s Convergence Culture. New York: New York, University Press.

Convergence Culture

Convergence, defined in Henry Jenkins introductory chapter as "the flow of content across multiple media platforms" is becoming a part of our everyday lives. Instead of using an mp3 player for music, a camera for pictures and a camcorder for video, we have it all wrapped into one in the Smartphones that are on the market. This is possibly one of the reasons there are more and more interactive experiences with media. For example instead of just watching the TV show X Factor, you can now download an app which allows you to vote along with the judges during the auditions, making you feel like part of the show. However, taking Henry Jenkins example of American Idol, he states that "fans fear that their participation is marginal" (Jenkins, 2006, p.20). It could be the illusion of control and participation that entices an audience to watch. 
Although, in other forms of media, viewers do have more control. In Summer 2013, Microsoft revealed it's new console-the Xbox One. The console allows people to be watching a movie on Netflix, but also be on Skype talking to a friend; or watching TV and be notified that a multiplayer game is happening. Microsoft found a way to broaden it's audience by taking advantage of the culture we live in today. In a way, it epitomises Jenkins' "black box" (Jenkins, 2006, p.8), even though the book was written years before the Xbox One was even announced. However there was a lot of negative feedback from consumers about the console-stating that it wasn't made for gamers anymore. The pre-order sales figures up to 24th August 2013 show what the audience think; the PS4, Xbox's biggest rival, has 600,000 pre-orders where the Xbox One, even with all of it's applications and features, has only 350,000. This caused Xbox to backtrack in a lot of the features, making it more accessible for gamers to play. The audience clearly did not want to accept or wasn't ready for the change and Jenkins reiterates this in the introductory chapter of Convergence Culture;
"You can scarcely blame consumers for not knowing how to speak this new language...when so little previous effort has been made to educate them about convergence thinking". (Jenkins, 2006, p.8)
Media culture is changing rapidly, and society needs to catch up. 

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References
Jenkins, Henry (2006) Convergence Culture: Where Old and New Media Collide, New York University Press.

Xbox One and Playstation 4 Pre-order sales figures accessed 12:50 09/10/13-http://www.vgchartz.com/article/251266/ps4-vs-xbox-one-pre-order-totals-to-august-24th-2013/

X Factor App http://xfactor.itv.com/2013/app/

Playstation 4 Information- accessed 20:18 09/10/13-
http://uk.playstation.com/ps4/

Xbox One Information- accessed 20:20 09/10/13-
http://www.xbox.com/en-US/xbox-one/meet-xbox-one?xr=shellnav

A convergence culture: A change in media power

A convergence culture is the collision of old media and new media and the change of outcome through multiple media platforms and how the relationship between producer and consumer has changed with the culture. Henry Jenkins talks about the Convergence culture as being made out of media convergence, participatory culture and a collective intelligence. The convergence within the media has allowed the use of content to travel across different media platforms and therefore change the intended way the content was meant to be consumed. The circulation of the this content can be vast by tracing content such as the 2001 'Bert is Evil' movement we can see that from the 'sesame street' characters image to Photoshop, internet, publisher, posters, CNN coverage to TV. 

Of course the flow of the content is heavily dependent on the activity of the consumer. Because of the change within the media consumers now have more access to contribute and this has lead to the creation of forums where a Collective intelligence of consumers is combined. It was coined by the french cyber-theorist Pierre Levy. It is what helped create the participatory culture that Henry Jenkins describes as an "added incentive for us to talk among ourselves about the media we consumer." (Jenkins, 2008, p.3). This proves that the media and technology will evolve around the human nature to collect content and information and that cyberspace is crafted by the consumer. Many media theorists predicted that new media would over come the old media completely. Nicholas Negropontes said "the media barons of today will be grasping to hold on to their media empires tomorrow" (Negropontes, 1995, p.32). "companies that published newspapers, magazines and books did very little else; their involvement with other media was slight" (Pool, 1983, p.4). The media industry has changed within every branch to stay in control of the effects of the convergence culture. Companies such as Sony and Microsoft have been at the for front of the gaming industry and have recently been expanding their usual gamer market to the whole family as they know that moving with the culture means that they will stay in control of the new media by changing the approach of their old media methods. This is when convergence media is used. 

Bibliography: 

Negroponte, Nicholas (1995) 'Being Digital', New York Press

Ithiel de Sola, Pool (1982) 'Technologies of freedom', Cambridge mass.:Harvard University Press.

Jenkins, Henry (2008) 'Convergence Culture: Where new and old media collide', New York University Press.

Digital Revolution

Convergence is merging. In this current technological culture companies are forced to merge and change to cross all media platforms. Those who fail to keep up with this participatory culture will face decline, the resulting struggles will define public culture in the future.

It is hard for company's to do this but some have already accomplished convergence but others never will. An example is Disney absorbing Lucas Arts, which means that Disney has acquired the rights to multiple other franchises such as Star Wars. This allows them to tap into more film, gaming and T.V. At the same time they cant control access and participation of the audiences to watch their products.

Marshal Mcluhan talked about this change in Technologies of Freedom (1983). It talked about force of change in the media and this was clearly true with cultural shift that is internet taking over in later years.

We as the consumers are depending on technological industry to evolve and to change our lives for the better. We can see this happening every year with cultural and social changes. Old media doesn't die or fade away, it merges. This helps us form and learn different relationships for alternative media technologies. Most of the time media is forced upon us, for example you can't buy a phone without that phone having a camera, mp3 player and internet access. Normal phones have become redundant due to the emergence of the smart phone. New phones consoles and computers are just black boxes, media convergence , and social networking which connect us, the audiences to the massive companies so they can feed us constant information and accelerate the flow of media content.

Watching the advert or consuming the product isn't enough anymore. Companies invite you inside the brand community. This expanding participation necessarily sparks further change this leads to more active consummation.

What they want is a universal media platform. This will allow hem to dominate and control the market. Connecting media companies is the first step. Once this has been achieved, technology will have progressed to a point where media and technology will be a fundamental component of people's everyday lives.

Culture of the Future

Convergence ‘refers to a process, not an endpoint’, (Jenkins 2006, p.16); it’s to do with producers and consumers working together to create exciting ways of using technologies along with media. ‘Convergence is being shaped bottom-up by the participatory impulses of consumers, who want the ability to control and shape the flow of media in their lives’. (Jenkins 2006) For example, on Twitter, it was the consumer who created the use of "hashtags" as a new mode of consumption. This shows that technology cannot dictate its use, and as consumers become producers: changes are continuously developed into something that’s expressive and innovated.

It seems that every year, there are new gadgets on the market, and for the past few years companies like Samsung and Apple are trying to lure consumers into buying theirs. They have designed products that include multiple devices in one, such as, the well-known iPhone. It’s a ‘delivery technology’, (Jenkins 2006, p.13), which, media can be accessed on.  It often gets replaced or becomes outdated as times move on. The ‘old media never die(s)’, (Jenkins 2006, p.13); the medium will always be around for consumer to view but the tools used at a certain time to read these, may change. We can see evidence of this through updates on devices such as the iPhone (examples would include: 3G, 4, 4G). Jenkins theory called, ‘The Black Box Fallacy’, is the idea that, in the future, there will be one single black box, similar to iPhone, where all mediums will be able to be accessed. It will be, “The Godfather”, if you like, of all technologies. However, Jenkins believed this to be untrue as it ‘reduces media change to technological change and strips aside the cultural levels’. (Jenkins 2006, p.15)

 ‘Each old medium was forced to coexist with the emerging media’. (Jenkins 2006, p.14) This is what convergence is principally about. It demonstrates how media does not die when a new one is created, as Lisa Gitelman states, ‘printed words did not kill spoken words. Cinema did not kill theatre. Television did not kill radio’. (Jenkins 2006, p.14)

We are at the beginning of an era where consumers and producers must work together to change and revolutionise our media and culture. McLuhan (1969) acknowledged that, ‘media are often put out before they are thought out’, (Jenkins 2006), and so it is up to us as the consumer to figure out how it’s used. Convergence is more difficult that it seems but it ‘is coming and you had better be ready’. (Jenkins 2006, p.10)

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Bibliography

JENKINS, Henry (2006). Confessions of an Aca-fan: The offical webblog of Henry Jenkins. [online]. Last accessed 9 10 2013 at: http://henryjenkins.org/2006/11/eight_traits_of_the_new_media.html

JENKINS, Henry (2006). Convergence Culture: where old and new media collide. New York; London, New York University Press.

In the world of media convergence

"In the world of media convergence, every important story gets told, every brand gets sold and every consumer gets courted across multiple media platforms." 

Convergence refers to the way media is being produced and consumed. Jenkins (2008) believes that content is being distributed across multiple media platforms and consumers are actively controlling convergence. Old mediums are not going to 'die out' during the technology shift but instead they have been adapting and interacting between platforms. For example, Radio is seen as an 'old media' but its content can be spread into new technologies, allowing consumers to listen to the radio on their iPod. This is the content from one medium being distributed to another. Henry Jenkins argues against the theory that media mediums are developing and emerging together, bringing the same functions within different devices. It is becoming difficult to tell the differences between platforms if they are uniting into one digital form.

Consumers play a key role in convergence as they are the ones controlling what is being consumed.  "Each of us contructs our own personal mythology from bits and fragments of information we have extracted from ongoing flow of media around us and transformed into resources through which we make sense of our everyday lives." (Jenkins, 2008, p3). We decide what media we want, when, where and on what format. New media technologies are becoming more relevant in everyday life and people are using them daily. If consumers want to watch any film without going to the cinema, they can do so on their laptops in their bedrooms. Mobile phones are not only being used for making phone calls, but also for internet, games, photographs and videos.

Media convergence is overall the interaction between old and new media platforms. New media technologies are helping the old along. For example, radio and television channels now have internet websites where viewers can catch up on past shows and listen live on their laptops and phones. Convergence is constantly evolving and we don't know what will happen in the future. However with consumers controlling convergence, maybe we do. Convergence does not happen within the technologies themselves, but in the minds of the consumers influencing popular and media culture.


Source:

Jenkins, H. (2008). Convergence Culture: Where Old and New Media Collide Revised. NYU Press.

Convergence Culture: Rise of the Consumer (Jenkins: Convergence Culture)

Memes and other viral content are a product of media and other digital discourses. These are from new forms of consumptions, where individuals can now actively contribute. Referred to as a "collective intelligence," coined by French cybertheorist Pierre Lévy, (Jenkins, 2008, p.4) "consumption has become a collective process"; (Jenkins, 2008, p.3) for which this has become the ideal example. From a conceptual stance, media forms such as Youtube and Facebook act as a form of empowerment to the individual. As no specialist skills are needed to obtain partial authorship of cyberspace, there is now what Jenkins refers to as a 'participatory culture' in which there's an 'added incentive for us to talk among ourselves about the media we consume.' (Jenkins, 2008, p.3)

Emergent practice has now given access to an online mass media to publish their own work; contrasting to the public becoming a consumer. It has become a democratic process available for publishing; where immediate need for literacy or specialist skill are almost redundant. Progressively, user content has begun to shape new modes of consumption and production. For example, Twitter did not introduce the functionality of the 'hashtag', instead adapting this from user content. Presented within the text, a console was involved in a clever comparison to the well-known 'Trojan horse.' (Jenkins, 2008, p.8) The 'Trojan horse' being a historical ploy presented to an intended audience, however they were unaware of its content. A fundamental contrast from this adaptation could potentially highlight that technology, although contains content that is often advertised to create substantial public awareness, primarily relies on it's take on distribution; how it is adapted by the audience itself. Jenkins' rather unique take on this suggests that convergence culture is being 'smuggled' into our homes. (Jenkins, 2008, p.8) Although 'they had the technology to bring out convergence' they would still rely on an audience to indulge in it; 'they hadn't figured out why anyone would want it.' (Jenkins, 2008, p.8)

Bibliography:
Jenkins, Henry (2008) 'Convergence Culture: Where old and new media collide', New York University Press

Convergence culture

Convergence culture is they way in which we throw out old media form for the new, and because of this, it sets off a shift in the media industry as are technologies keep on evolving. We find out new things every day and the way in which we present are media seems to be an ever growing idea. An example of this would be in the gaming sector of the media and how the release of new consoles would ultimately find old one obsolete. On the December 4th 1994 sony brought out the play station one which kick started off a gaming era. Post the release of the play station two in 2000 the play station one found a dip in it sales as this old media form was becoming obsolete. In 2006 the processes happened again with the release of the play station three. Figure One      

Another way we can to look at convergence culture is not one that finds old media forms obsolete but one were old and new media forms combine to make a hybrid. This hybrid would be a better version of the pervious two. For example if we look at all of are smart phones today we can see how old media devices have been adapted in to create a better phone. If we think of what really is a mobile phone is and the use we have for it. Now think of all the things your phone can do. The MP3 player, camera, internet, and games where all old media forms which have been adapted in to create a better multi media device.  

"Convergence does not occur through media appliances, however sophisticated they may become. Convergence occurs within the brains of individual" (Henry Jenkins,2008,Pg.5)

What Henry means by this is that even through convergence are creating new types of technologies we as the users ultimately control what content we release and that know body can control what content the people want.    

what  

Change is good, Convergence is good.

“Convergence is coming and you had better be ready.”
(Jenkins, 2008, p. 10)

  Like it or not, we live in a convergence culture.  Media is changing around us, we no longer have to go to the living room to watch television, we don’t have to buy a newspaper to read today’s headlines and we don’t have to be sat at our computers to be surfing the internet. 

  Convergence, in the present day, is a good thing for both media producers and us media consumers.  Media producers have been handed new markets to expand into, while the consumers have an endless wealth of mediums through which to access news and entertainment, both at home and on the go.  For example, Netflix allows users to catch up on their favourite television shows or watch films through several platforms, on our computers, our games consoles, on the move through our smartphones, and most recently right back in our living rooms with Smart TV. 

  One particularly impressive factor about convergence is how fast it evolves; Jenkins discusses the factors that access plays in the movement of convergence.  “Throughout the 1990s, the primary question was one of access.  Today, most Americans have some limited access to the internet, say, though, that access is through the public library or the local school.” (Jenkins, 2008, p. 23)  What Jenkins says here is true; however we must consider that this book was published in 2008.  Since then the question of access is no longer who has it, but who has the better means of access.  With the introduction of Fibre Optic Broadband, the internet is reaching speeds of up to 10 times faster than 3 years ago; this is allowing our Netflix streams to be in High Definition, our online gaming experiences are more responsive and information reaches us faster than ever before. 

  Convergence is a means through which media will and has evolved, it has already started, and it doesn’t show any signs of slowing down.

 

Bibliography

Jenkins, H. (2008). Convergence Culture. New York: New York University Press.

 

Ready or not, here comes Convergence Culture

The paradigm shift between old media and new media is upon us. The old media has been converged with the new emerging technologies. “By convergence, I mean the flow of content across multiple media platforms” (jenkins, 2008, p2). This has changed how we interact with the circulation of media content, and brought about a “collective intelligence”(Jenkins, 2008, p4), a term coined by Pierre Levy.

 

Convergence represents a cultural shift in the creation of content across media platforms and the enhancement of the intellectual consumer. This cultural shift can also be seen in the migratory behaviour of the consumer, with media being courted across multiple platforms, the consumer will seek it out almost anywhere.

 

The consumer also plays a vital role in the circulation of media and material. “Convergence occurs within the brains of individual consumers and through social interactions with others” (jenkins, 2008, p3). Look at the case study of Dino Ignacio, “from his bedroom, Ignacio sparked an international controversy” (jenkins, 2008). This is a perfect example of the convergence culture we live in, an intersection between grassroots and corporate media where “the power of the media producer and the power of the media consumer interact in unpredictable ways.” (jenkins, 2008, p2)

 

The breakthrough of current technologies is the culmination of what Jenkins defines as convergence. Take the iPhone, it has not displaced the need for old media mediums, it has merely shifted their functions and status to work in the larger system of communication options, “Each old medium was forced to coexist with the emerging media” (jenkins, 2008,p14). Mobile phones sole purposes are to make calls, yet due to convergence the mobile companies no longer make a single function phone, as nobody would buy such an absurd thing.

 

Jenkins also considers the “Black box fallacy” (jenkins, 2008, p13). This looks at the new technologies used to deliver media in what he calls “black boxes”, “I don’t know about you, but in my living room, I am seeing more and more black boxes” (Jenkins, 2008,p15). It is the view that before long “all media content is going to flow through a single black box in our living rooms” (Jenkins, 2008, p14) almost the pinnacle of convergence culture. This seems even more plausible by the introduction of the next generation gamin consoles, specifically the “Xbox One” being described as “built for the future” (http://www.xbox.com/en-GB/xbox-one/innovation, 2013) and the “all in one entertainment system” (http://www.xbox.com/en-GB/xbox-one/innovation, 2013).

 fig1

 Ready or not, we are living in a convergence culture.

 

Bibliography

http://www.xbox.com/en-GB/xbox-one/innovation. (2013). Retrieved October 9th, 2013, from Xbox One - Innovation : http://www.xbox.com/en-GB/xbox-one/innovation

jenkins, H. (2008). Convergence Culture. New York: New York, University Press.

fig1. http://www.gengame.net/wp-content/uploads/2013/05/xbox-one-all-in-one-failure-690x388.jpg (2013).  Retrieved October 9th, 2013, from Gengame, http://www.gengame.net/wp-content/uploads/2013/05/xbox-one-all-in-one-failure-690x388.jpg
 

Convergence Culture

Convergence culture is the combination of old and new media to produce something that we can interact with in more than one way. Over the years we have seen convergence culture processing different media forms of old and due to the shift in media culture.

"Media convergence is an on-going process, occurring at various intersections of media technologies, industries, content and audiences". 

Traditional media such as books have been transformed and almost over took by kindles. This has also been the case with other media forms. For example vinyl records were taken over by cassettes which were taken over by CD's which have now become obsolete in light of digital formats such as the MP3.

"We are entering an era where media will be everywhere, and we will use all kinds of media in relation to one another..."

Smart phones are a hybrid; they meet their purpose plus contain many other media forms of devices. In the smart phone we have adopted touch screen technologies, voice recognition and sensors to access old media in a digital format. For example; cameras, video, MP3, internet and gaming. The evolution of what phones can do and what they will be able to do in the future is part of a culture that we have no control over and is constantly evolving. The convergence of many media technologies plus the fierce competition between technology giants allows one media device to perform many different tasks.

"Consumers are learning to use different media technologies to bring the flow of media more fully under their control and to interact with other consumers".

Consumers are interacting more with technology culture becoming natural to us. With everything at the touch of a button it could be said that technology does not discriminate. Consumers of any age and gender can access alternative media outlets with ease. The growing consumption of media has an effect on our everyday lives.

• Henry Jenkins, 2008, Convergence Culture: Where old and new media collide, New York University Press

A Case for Convergence

Jenkins makes a very strong argument in favor of media convergence for his introductory chapter (Jenkins, 2008). He does this by making the process itself clear, ensuring there are no misunderstands regarding the process of media convergence and the fact that no one media appliance can incite it, "(...) however sophisticated they may become." (Jenkins, 2008, p3). The reason for which being that as a process, "Convergence occurs within the brain of individual consumers."  (Jenkins, 2008, p3). Jenkins makes it explicitly clear he believes convergence is a natural process, powered by the demands of the consumers rather than the whims of the producers.

Jenkins goes on to further debunk any ideas of a fully fledged digital revolution forcing old to new media in a short time frame, he directly quotes Gilder, "The computer industry is converging with the television industry in the same sense that the automobile converged with the horse." (Gilder, 1994, p189). However, as Jenkins (p6) mentions all motion behind any revolution burst with the dot-com bubble.

The burst had shown that unless you had a very solid business plan such as Amazon or eBay, simply being digital, or labeling yourself as such on the stocks was not enough. To further debunk the idea, Jenkins cites the work of historian, Lisa Gitelman. Gitelman argues that there are two components to media, the delivery system and the protocols. Protocol can be carried across multiple delivery systems as they are improved over the years. As is so aptly quoted by Jenkins (p14), "Printed words did not kill spoken words. Cinema did not kill theater. Television did not kill radio." (Gitelman).

This is demonstrably clear, delivery systems are simply becoming more specialized. For example, you simply cannot watch a television in the car. You can however definitely listen to radio, thus the medium lives on as a niche that is only consumed within a specific context such as driving a car. The same can be said for the television, which is going to be the preferred delivery system of choice within the context of your living room. By considering real word examples, the idea of a complete displacement of old media seems erroneous as long as situations which restrict modes of consumption, or are unfavorable to new modes exist.

References

1. Jenkins, H., 2008. Convergence Culture: Where Old and New Media Collide Revised, New York University Press.
2.  Gilder, G., 1994. Life after Television: The Coming Transformation of Media and American Life (New York: W. W. Norton)
3. Gitelman, L., Introduction: Media as Historical Subjects

Convergence

The media industry is going through a shift which consists of old forms of media becoming obsolete such as broad cast, print and even DVD. These old forms of media aren't so old, the DVD is relatively new but thanks to new and ever growing technology's it is being pushed aside, it does try and evolve with these new technology's but will it survive? An example of this is Blu-ray DVD's these were meant to be revolutionary in picture and sound quality but new forms of media such  as "love film or Netflix" have the same picture and sound power along with an every growing library of movies and TV shows. "New media was going to push aside old media, the internet was going to replace broadcasting." ( Henry Jenkins,2008,Pg.4) Figure 1

Figure 1

Others would say that old forms of media and technology have evolved together to create a hybrid of new technology that is more powerful than ever before. An example of this is the Iphone, this peace of technology is a Phone, MP3 player,video camera, internet browser and so many more. The list gets bigger with every up date at present we have the Iphone 5s which can be seen on figure 2.

Figure 2

Figure 3 is an example of every peace of technology that has been made obsolete by the Iphone.

Figure 3

"Convergence is the window of opportunity for traditional media to align itself with technologies of the 21st century". (Gershon 2000; Fidler 1997). This theorist thought that one day new and old technologies would meet to create new forms of media. The Iphone is a perfect example of convergence as it is older forms of media that have evolved in to one united handy to used device that is constantly growing.
Both of these theorists had opposite views but both were generally right as some older forms of media evolve to create new improved better versions of themselves. Others die out and are replaced with the latest craze that one day could be replaced just as easily.

• Henry Jenkins,2008,Convergence Culture: Where old and new media collide, New York University Press 
• Gershon, R. A. 2000, The transnational media corporation: Environmental scanning and strategy formulation