The Cultural Logic of Media Convergence

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Summary

Media convergence is more than basically a technological shift. Convergence alters the relationship existing technologies, industries, markets, genres, and audiences. New media technologies have lowered production and distribution cost to expand th range of available delivery channels and enabled consumers to record media content in an effective way. Some of us are feared that media is out of control. But we have gatekeepers that played their roles by make sure media are not going out of control and in the same time concern about the culture.

Now we are entering new media where is media become more powerful. We are using all kinds of new media technologies tools everywhere. For example, we are using cell phones not only for communication. But we also use cell phones to play game, download information from internet, sharing photos and also text messages.

Media convergence also give impact on the way we use media. In student's life, they tend to do their homework and cope with four or five window, scanning the web, lookong for information, chatting with their friends, listening and downloadinf MP3.

Media convergence is more than corporate branding opportunity. It symbolizes a reconfiguration ofmedia power and reform of media visual and economics. In our daily life, we are using internet to share our goals and objectives. Why we are using Facebook in our daly life? It is because we share the same interest, goals and objectives which is looking for old and new friends.

Media companies are learning how to speed up the flow of media content across delivery channels to expand revenue oppurtunities,broaden markets and reinforce viewer commitments. Consumers are learning how to use these different technologies to bring the flow of media more fully under their control to interact with other users.

Media convergence will help to avoid kneejerk or monolithic formulations and to imagine new posible relations with corporate and government interest. Actually media convergence helps government and organization to commnicate and interact with potential prospect and target audience. Media convergnece bring us close to relations with organization or government.

Media convergence also make PR practitioners work effectively and faster. New media technologies help a lot of people in terms of work, time consuming and energy


Prepared by :
Masliza binti Mansor
2009862172