Many people mistake convergence as being old technologies and media being replaced by an all-encompassing device of convenience that will fit your pocket. However, Jenkins opposes this idea and instead states that convergence is altering “the relationship between existing technologies” (p. 15) as new ones are introduced. It is the restructuring of old technologies and media to accommodate the new so that they are able to co-exist, or as Jenkins mentions that old media’s “functions and status are shifted” (p. 14) and not replaced.
Convergence is not a process that will occur, but is already a process that is currently taking place. Take the example of the civil war in Syria that has been going on for 2 years. Traditionally we would get our news sources from the TV, radio or newspapers. However, we now have access to news through the internet. Videos of the ‘chemical’ bombings in Syria are uploaded on YouTube for everyone to see. In this example news reporting has moved from the TV and other traditional platforms to online platforms. Just a warning that this video does contain disturbing footage. Please view with discretion.
Convergence in media is also evident in advertising. Traditional advertising usually uses the medium of TV, radio and newspapers. However, there is now a change to advertising online. Companies who want to target the younger population will use online advertising because most young people today spend much more time on the computer than in front of the TV. An example is Kevin Rudd’s advertising campaign in support of the National Broadband Network (NBN). He used online media sources and platforms to create and broadcast the advertisement. He also used Facebook to gauge the responses of the general public.
I would like to also point out that the policy that he is promoting in this advertisement is the NBN. Rudd realizes how important the NBN is for young people and targets the medium that especially matters to them. However, I would be wrong if I concluded that due to convergence Rudd would advertise all his policies on the internet because the digital age is where convergence is leading us. Jenkins clearly states that convergence is “the cooperation between multiple media industries” (p. 2) and not the elimination of one due to the rise of another. It is clearly evident that Rudd still uses the traditional mediums such as TV and newspaper ads to promote other policies to the Australian public. We see here how the TV and newspapers have needed to shift their position in the media with the introduction of a new player in the media industry in the form of online advertising. Convergence has not standardized the media onto one platform, but instead has provided a diversified range of media outlets which co-exist in the media industry.
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