Introduction

MEDIA CONVERGENCE – it’s a word that’s been popping up everywhere lately, but what is it exactly? Well....

Media convergence can be described as the collision of various media formats.  One thing is for sure, media convergence is an ongoing process that involves not only media technologies, but industries, content, and audiences. Media is everywhere, and as it changes and evolves we develop new skills in which to manage information, new ways in which to transmit information across channels, as well as new creative outlets that exploit and recreate the potential of emerging information structures. 

In the past we had a telephone, a personal computer, a radio, a television, as well as a television. All of which were stationary platforms, in which a person had to be at home in order to use them. Most often each vehicle used only output one form of media. Now these media vehicles are becoming increasinly smaller, more mobile and are crossing media platforms. You can listen to the radio on your computer, as well as play video games, use your video game console to play CDs and use your cell phone, not only as your telephone, but your web browser and your MP3 player.

Types of Media Convergence

When discussing Media Convergence it is important to note that this term emcompasses many different meanings. There is technological convergence were media is digitalized and can be displayed on various types of media platforms. They are interchangable, where tv can be played on your phone and you can make phone calls from your computer.

Media Convergence can also mean the HORIZONTAL INTEGRATION OF INDUSTRIES. For example, a company such as AOL Time Warner doesn't just deal with business on the Web or cable telelvision, but now has interests in film, books, games, real estate, music, and many other enterprises.

SOCIAL CONVERGENCE is when the consumer can be seen multitaking in an information environment. For instance, when someone is watching their television while listening to a CD that is being played on their laptop, all while writing a school paper and chatting with friends on Instant Messenager. It is media convergence in the Consumers' minds.

We are also in a CULTURAL CONVERGENCE where new forms of creativity in the form of consumer content are being explored. This form of media convergence is giving the consumers the abiltiy to participate in media by creating, commenting, and recirculating media content. Smart companies will tap into this form of convergence and will encourage it as a way to communicate different kinds of narrative information.

With that said, this website attempts to explore media convergence in technology, and how it is affects advertising today, as well as in the future.