ConvergenceDeidre Foster

DefinitionConvergence is the approach toward

–a definite value, a definite point, –a common view or opinion, –or toward a fixed or equilibrium state.

Cultural Convergence•Transmedia Entertainment

•Participatory Culture

•Experiential Marketing

Cultural Convergence•Transmedia Entertainment

•The flow of stories, images, characters, and information across various media platforms.

• The coordinated fashion in which this takes place deepens consumer experiences.

Cultural Convergence•Participatory Culture

•describes new ways consumers interact with media content, media producers, and each other as they explore the resources available to them across the media landscape.

•Consumers are active participants, shaping the creation, circulation, and interpretation of media content.

Cultural Convergence•Experiential Marketing

•Key ways to capitalize on participatory culture and a transmediated media environment.

•Developing novel brand extensions and strategies that play out across multiple media channels enhances consumer identification with both products and brands.

Convergence Progression

PRODUCTSPRODUCTS

OTHER

CALL CENTER

WEB

MOBILE PHONE

SHOP

Convergence Progression

PRODUCTSPRODUCTS

OTHER

CALL CENTER

WEB

MOBILE PHONE

SHOP

MOBILEMOBILEFIXED & ISPFIXED & ISP

Convergence Progression

PRODUCTSPRODUCTS

OTHER

CALL CENTER

WEB

MOBILE PHONE

SHOP

MOBILEMOBILEFIXED & ISPFIXED & ISPTRIPLE PLAYTRIPLE PLAY

Convergence Progression

PRODUCTSPRODUCTS

OTHER

CALL CENTER

WEB

MOBILE PHONE

SHOP

TRIPLE PLAYTRIPLE PLAYQUADRUPLE PLAYQUADRUPLE PLAY

Convergence Progression

PRODUCTSPRODUCTS

OTHER

CALL CENTER

WEB

MOBILE PHONE

SHOP

QUADRUPLE PLAYQUADRUPLE PLAY VERTICAL CONVERGENCEVERTICAL CONVERGENCE

HORIZONTAL CONVERGENCEHORIZONTAL CONVERGENCE

Roles•Consumers

•Producers

•Hackers

•Undesirable Consumers

Pros• Ease of use

• Easy Access

• Connectivity

• Innovation

Cons• Loss of privacy

• Clutter

Post Convergence The period in the development of

any given medium when, having converged all prior media within itself, it ceases to be used to solely recreate these prior media and starts to be used for creating work that is only possible in the new medium