1. 1
Convergence culture
Tom, Ollie and Dan

2. 2
What is convergence culture?
onvergence culture is the idea that media combines together into one,
it is the modern development of media in a world that is constantly
changing.
t is a concept which Henry Jenkins is critical of, he says “there will
never be one black box controlling media”
enkins believes that it is more complex than just putting everything
into ‘one box’, he believes there are 5 main processes involved (see
slides 4-9)

3. 3
History
istory teaches us that old media never dies, only delivery
technologies.
ld media just evolves due to changes in audience and social
status.
s one medium establishes itself in the “media ecosystem” it
will never go away as no single medium ever dominates the
market.

4. 4
The five processes of convergence
culture (Henry Jenkins)
echnological convergence
conomic convergence
ocial convergence
ultural convergence
lobal convergence

5. 5
Technological convergence
hen words images and sounds that can physically be seen
heard and touched are transformed into digital pieces of
information.
t is the theory that different forms of media are coming
together to perform similar tasks.
he idea that some older forms of media are becoming
digitized.

6. 6
Economic convergence
Henry Jenkins claims that Economic integration is the integration of
the entertainment industry. An example of this is AOL Time Warner, a
converged company that now controls the interests in film, music,
games, books and even real estate. As a result trans media
exploitation has arisen in branded properties such as Pokémon and
harry potter.

7. 7
Social/organic convergence
enkins believes that the social/organic converge process is
what happens when people process information themselves/in
their head.
n example of organic convergence he uses in the text is a
school kid watching baseball on television, listen to techno on
he stereo, word processing a paper and writing an email to
friends.

8. 8
Cultural convergence
ultural convergence defines contact and interaction between two or more
countries.
t is the expression of new forms of creativity at the intersections of various
media technologies, industries and consumers.
hen media can be experienced on many different platforms for example films
being downloaded, watched on games consoles, watched on TV or in the
cinema.
ifferent levels of communication that storytellers use individually toi
communicate different kinds and levels of narrative information, using each

9. 9
Global convergence
enry Jenkins states that Global convergence is the cultural
hybridity that results from the international circulation of media
content. For example, Asian popular cinema intensely alters
the entertainment coming out of Hollywood. Furthermore,
world music has grown due to media convergence on a global
scale.

10. 10
Summary
To conclude, media convergence is now at its peak. The
ability for any average person to be able to sit in one chair and
be able to watch TV, listen to music, social network with
friends, research information and view images and video is all
down to the media convergence culture especially for example
in forms of the internet.