Media Convergence

Re-shaping the analysis of television

About the Author: Henry Jenkins

• Born June 4 1958, Atlanta Georgia

• Provost’s Professor of Communication, Journalism, and Cinematic Arts at the University of Southern California

• Editor/Author of

12 books

• Blogs at:

http://henryjenkins.org

• Convergence of Media

– Intersection of old and ‘new’ media

– Vanishing distinction between media participants (active/passive) blends: user produced mediaprodusers, viewsers

• Black Box Fallacy

– Narratives expanded so they no longer “can” be contained in a single medium and consistent interaction with viewers

• Affective Economics

– Emotional bonds “product &

consumer”

• Collective Intelligence

Convergence Culture

• Interdependency of

communication systems

• Mixing media :

the way we see,

think about and

use media

“…where grassroots and corporate media collide, where

the power of the media producer and the power of the

consumer interact in unpredictable ways.” (Jenkins)

Black Box Fallacy

“Old media are not being displaced. Rather,

their functions and status are shifted by the

introduction of new technologies”

(Jenkins)

• The doomsday-like prediction

that the convergence of media

leaves one single black box.

TEXT

Paratext

EPITEXT

PERI-TEXT

PERI-TEXT

Intertextuality

Affective Economics

• Relationship between

network, sponsor & viewer

• Associative marketing:

emphasizing the viewer’s

emotions

builds on the relationship between the network, sponsor and viewers. Using associative advertising or lifestyle marketing to configure the marketing

• American Idol:

• Coca-Cola products & paraphenelia

• AT&T Wireless phone & text message votes

Collaborative Authorship

• Social Media

• Youtube, Vimeo extending possibilities for release of “amateur” products

• Fan-editing

Collective Intelligence

Additional/Exterior meaning can be FOUND

by those who seek and join information pool