Scribd
Upload
41 views

Lecture 11 21 JMT - 654

The document discusses media convergence, defining it as the combination of different media technologies and platforms. It outlines the objectives and outcomes of the lecture, which are to introduce students to media convergence and its levels. It then discusses the concept of media convergence in more detail, including its technological nature and how it allows content to be accessed across different devices. The document also covers the types, advantages, disadvantages, nature, and levels or "3C's" of media convergence, which include computing, content, and communication.

Uploaded by

Tejaswini Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
41 views

Lecture 11 21 JMT - 654

The document discusses media convergence, defining it as the combination of different media technologies and platforms. It outlines the objectives and outcomes of the lecture, which are to introduce students to media convergence and its levels. It then discusses the concept of media convergence in more detail, including its technological nature and how it allows content to be accessed across different devices. The document also covers the types, advantages, disadvantages, nature, and levels or "3C's" of media convergence, which include computing, content, and communication.

Uploaded by

Tejaswini Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 13

University Institute of Media Studies

Master of Arts (Journalism & Mass Communication)


Digital Media
21 JMT- 654
Unit-2

Convergence of media
 
technology, nature and levels of DISCOVER . LEARN . EMPOWER
convergence
Lecture Objectives
• To introduce the students with Media Convergence and its levels.
Lecture Outcomes
• Students will be able to understand the Media Convergence and levels of Media
Convergence.
Media Convergence
• It( Convergence) used to be defined as multiple media –a newspaper and a television
station and a radio station and a website working together to best tell a story.
• To me its much more about serving the audience wants to be served, so that they can have
our content whenever hey want it and however they want it- Rob curley, vice president
of Washington post.
Convergence is increasingly prevalent in the IT world. In this context the term refers to
the combination of two or more different technologies in a single device.
Media Convergence
• Technologically rich societies have entered the digital age Media industries are grappling
with new opportunities - and threats - afforded by what is called "convergence". Media
people tend to get very excited about convergence, because it holds so much promise.
The melding together of different media, incorporating new personalized services is both
impressive and overwhelming.

https://www.entrepreneur.com/article/231363
Types of Convergence
• Economic convergence, when a single company has interests across many kinds of
media.
• Organic convergence is multimedia multitasking, or the “natural” outcome of a diverse
media world.
• Cultural convergence, when stories flow across several kinds of media platforms, and
when readers or viewers can comment on, alter, or otherwise talk back to culture.
• Global convergence, when geographically distant cultures are able to influence one
another.
• Technological convergence, in which different kinds of technology merge. The most
extreme example of technological convergence would be the as-yet hypothetical “black
box,” one machine that controlled every media function.
Advantages of Media Convergence
• Portable
• Cheap
• Quick
• Easier to access
• Reliable
• More information
• Varity choice
• Easier to connect with audiences
• More engagement Advertising
• The cost of products and software was lowered
Disadvantages of Media Convergence
• Audiences complain about information overload and they can be overwhelmed and find it
difficult.
• The rapidly changing of technology  has obstructed  audience’s activities.
• People lack of skill to take full advantage of new media especially old people and disable.
So will an audience so used to traditional forms of media Embrace a new way of
receiving information.
• Job loss
Nature of Media Convergence
• Fast
• User friendly
• Based on Technology
• Up to date
• Radical Change for media environment
Levels of Media Convergence or 3c’s of
MC
• Computing/Computer: Without computer or devices convergence is not possible
• Content: Content in media convergence ensures that people are reached with the right
message, individual, and time. Content must be well branded to get people engaged.
Today, every act of communication in media is accomplished through content. One way
that content has engaged with media convergence is through storytelling; users can use
their content to tell stories across various platforms. Content is a source of brand
extension, reaching a new audience, profit and revenue generation, and increased product
sales for media and other business corporations. Rich and narrative content engages with
media consumers.
• Communication: Media is the other name of communication. Media convergence is
meant for better communication.
Summary

• Discussion about Media Convergence and its levels


REFERENCES
• https://sproutsocial.com/insights/digital-marketing-tools/
• Gupta, Om &Jasra, Ajay, IT in India
• Ramanjun, R.C, Multimedia Journalism
• Media Watch(Journal)
THANK YOU

You might also like