Convergence Culture

Communication between individuals constitutes a lot of what makes us unique. Mark Deuze explores participatory culture and media convergence in his journal Convergence Culture in the Creative Industries. Deuze states that the emergence of a media environment where we are not only consuming, but also our whole online behaviour involves participation, co-creation and collaboration to some degree. Engaging with content through social networks can be defined as citizen journalism. When commenting on a YouTube video or sharing something on Facebook, you are propelling the flow within this online ecosystem. A clip by Henry Jenkins explores convergence culture as a world where stories, sounds, brands, images and relationships plays itself out across the maximum number of media channels. For those of us born in the digital age, this technological shift is one that we can adjust to and advance with little effort required. We are so used to doing everything instantaneously, at the click of a button. One of the most significant themes of media convergence is the ability to send more information further and faster.

Technology is so intertwined with our lifestyles now that we consider traditional forms of media as being “old” and useless on some levels. Why go out and buy a newspaper when I can read it on a website? Why rent a DVD when I can stream it online? Cartoons such as South Park often reference technological convergence in a humorous way. South Park’s episode A Nightmare on Facetime (Season 16, Episode 12) mocks physical media distribution when the character Randy buys a Blockbuster video store and is certain it’s going to bring his family into wealth. ’We’re going to have customers up our ass!’ Randy is proven wrong while the store poses as a “haunted” and “creepy” place that everyone avoids. This was a clever imitation addressing the death of DVD’s and video rental stores.  While Randy’s son Stan is stuck at the Blockbuster with his family, he is still present with his friends trick-or-treating via Facetime on his iPad. The use of the iPad was quite witty – throughout the episode Stan is constantly streaming videos and chatting to his friends, which really contrasted well with the eerie feel of the DVD store. While he was physically stuck in one place, he was also using multiple media platforms and entering cyberspace. South Park really utilised the relevance of convergence culture and this idea of an online environment.

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