Convergence

Jenkins understands convergence not as a shrinking force that will bring together all of our media into a "Black Box" but rather a force that is ever-changing and constantly being processed. The new technologies are just new ways for the media that we love to be experienced. He brings upon the example of how music did not disappear when 8-tracks became popular, it was only the technology that held it that disappeared. No popular media will ever fade out like a 'fad' it will continue to be a part of our lives, but just in different forms. Convergence has contradictory paths that Jenkins explores, 1. Media is cheaper, easier to access, and in a variety of different forms, and 2. Media conglomerates are growing larger and more powerful as convergence continues. He describes convergence as a way that old media and new media collide into new forms of technology in which to experience it. Creative engagement is the new ways that media companies are engaging with the consumer. They are allowing instantaneous feedback from the viewers and even allowing them to become a part of the process rather than sit back. It also allows users to create their own content. Whether this be through a YouTube video or even through creating Tumblr posts about the TV program, or Video game they play. This leads to the question about participatory culture. This is not only where consumers are participating in a new media in a way that they never have been able to before. Twitter tells the news now, people can tweet hashtags about their favorite shows, they can become an active member of a certain medium and are able to give their feedback instantaneously instantaneously With these new technologies its easy for people who have creative talents to become more involved and creative in that participatory. Certain companies have competitions where the best ad made by regular consumers will make it to the SuperBowl. The consumers are actively participating in what kinda of content they want, and traditional media is responding.