This week I'll be focusing on Henry Jenkins' Worship at the altar of convergence - A new paradigm for understanding media change. The 3 elements touched on are:
1) Media convergence
2) Participatory culture
3) Collective intelligence
What media convergence this term really touches on are these simple 3 things. The flow of information across multiple media platforms, the cooperation between media industries and the migratory behaviour of media audiences who goes everywhere to seek for their entertainment experiences. Convergence talks about technological, industrial, cultural and social changes. Like a food chain, everything changes when an element is added into the routine. Convergence is that element.
That being said, participatory of audiences fuels the circulation of the content in the media. Consumers are encouraged to collect and filter the information they need from the scattered media content. With this, we also now see a shift from consumers to prosumers. Consumers who are no longer just the passive audience, but an active audience, providing feedback and action with the information gathered. This is one of the emerging culture convergence has to offer.
For the last point, 'Collective intelligence', an easier way to put it is:
None of us can know everything; each of us knows something; and we can put the pieces together if we pool out resources and combine our skills.
The media power is when everyone inputs a collective power to develop more information for important purposes. Easier put, convergence must be backed up with the collective cooperation of users to generate collective intelligence.
- Convergence Talk
So with this new phenomena, everyone wants a piece of it. Talks and seminars were conducted for the purpose of convergence and what is depicted out of it were:
1) Convergence is coming and you had better be ready.
2) Convergence is harder than it sounds.
3) Everyone will survive if everyone works together.
We don't see it but everyday convergence is catching up. We see The Sims on computer CD 5 years ago but today from a CD, it has evolved to an online entertainment platform. Here we have, The Sims Social, the latest trend of Facebook games after Restaurant City and Farmville. This being, online apps lead to mobility as now smartphones are everyone's shadows!
Yes, convergence seems fun since it's hip, cool and urban. But, the pattern of convergence is really not that simple as it seems. An example, since everything is moving into the online sphere, even music, then how would artists and record labels generate their main revenue from the online platform? Will mainstream Shakira or grassroot Standing Egg get income through ringtones? Or advertising in MVs? What's the deal? An innovation with complexity, convergence is.
Convergence is rather new. What it needs is nurture and development from the people involved in convergence themselves. A solid team work is the key to build up and foundation an idea. Similarly like buildings, tournaments and projects, the active involvement and cooperation is what drives a small idea into bigger things, to victory. Convergence works the same way too.
- The Prophet of Convergence
This title goes to Ithiel de Sola Pool as he laid out the convergence of modes process. What it means is that one-to-one distribution is eroding, one-to-many is the trend. Now, one service can be multiplied to multiple platforms, engaging more people.
It was also understood that convergence is supporting a participatory culture where freedom in the Cyberworld is more lenient. Where communication are dispersed, decentralized and easily available. However, we are in the stage of media transition. A turning point. There's still a handful of decisions, unintended consequences, mixed signals and interests. Most importantly, what lies ahead of convergence is unclear directions and unpredictable outcomes. Convergence is definitely more complicating to the eyes.
- The Black Box Fallacy
In mere future to come, what we can probably expect is Black Box Fallacy where all media content will go through only a single black box, ubiquitously. In my opinion, the black box actually do exists, with limited purposes - VCD players - which has or will be evolved into a single box with multiple features - smartphones. A device that does everything for us, the universal remote.
The black box will not only represent a technological shift but also on the relationship on how the market and audiences utilize the black box. How the market and industry will be impacted. Generating media content will be altered, using the media will also be altered.
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This is only the beginning of convergence. It will continue to shift and change and modify. This prolonged transition and transformation is how the media operates. Problems of convergence wouldn't solved at lightning speed. What can we do is that to maintain a relationship with convergence and the users in this merging to ensure continuous information are generated. Hence, with this participatory culture in mind, industries have to really understand and use this culture to maintain their business. All in for mutual benefits? Are you ready for more convergence to come?
Buckle up, I'm ready.
