RUNNING HEAD: RESPONSE TO JENKINS.2
RESPONSE TO JENKINS.2
Response to Jenkins
Relationships between the three concepts.
Media convergence is a communication theory that argues that every mass media channel will eventually merge to the point where they will become one platform due to the introduction of new communication technology. There is a convergence of media platforms, a collaboration between several media companies, and the migratory behavior of media audiences who will travel to practically any area searching for the entertainment experiences they seek.
Conventional conceptions of passive media consumption are at odds with the concept of participatory culture. Instead of seeing media creators and consumers as two sides of the same coin, we may think of them as co-players who play by a new set of rules. In the minds of individual consumers and their relationships with others, convergence happens. The power of the media can be replaced by collective intelligence. When people take media into their own hands, convergence happens. Media platforms aren't the only places where anyone may find entertainment content.
Convergence is both a top-down and a bottom-up process.
Convergence culture is currently being formed top-down by corporate boardroom decisions and bottom-up by decisions made in teens' bedrooms. It is shaped by media corporations' drive to spread their empires across various platforms, and customers want to access the media they want, when, and how they want.
The black box fallacy.
For Jenkins, the fallacy means we have many black boxes which are the media devices that compete for our attention. I have three media-related gadgets in my home.
The concept of astroturf
When compared to an organic network of roots, astroturf is a flat, uniform covering of plastic spread out over the earth. You can tell it's fake because it's meant to seem like the real thing, but it's killing the natural grass underneath.
Critical utopians vs. Critical pessimists
A more democratic society is a significant concern for critical pessimists. To scare readers into taking action, they typically overstate the influence of major media. A critical utopian, Jenkins calls himself, Jenkins identifies as such. Jenkins has a point since not everything meets the predetermined criteria; rather, what we have may have untapped potential. A better, more equitable society can be achieved by examining the possibilities that exist in our own culture (Jenkins, 2018).
Is convergence an inevitable reality for media today?
Every technology and sector will eventually merge into a single, unified whole. Businesses can't deal with an unlimited number of providers and technology. Therefore, they need to make straightforward decisions. Convergence is an essential aspect of our decision-making process when confronted with uncertainty. Therefore, it is inevitable.
JENKİNS, H. (2018). Convergence Culture, Revisited. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim, (2), 10-19.
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