Media Convergence - Explained
Summary
TLDRIn this educational video, Mark, a newcomer to social media marketing with a background in economics and film, explores the concept of media convergence with the help of a knowledgeable friend. They delve into its five dimensions—technological, industrial, social, textual, and political—highlighting the impact of digitization and the internet on traditional media. The discussion covers the emergence of cross-media content, the rise of tech giants as content providers, social networks' influence, and transmedia storytelling. The video concludes with the implications of media convergence for policy and the PESO model in business communications, emphasizing its importance for modern marketers.
Takeaways
- 🌐 Media convergence is the interconnection of ICT, computer networks, and media content, transforming traditional media industries and enabling new content forms.
- 🔌 Technological convergence is driven by digitization and the Internet, combining computing, communication, and networked digital media platforms.
- 📰 Industrial convergence sees traditional media engaging in digital spaces, with tech giants like Google, Apple, and Microsoft becoming significant content providers.
- 🤝 Social convergence is marked by the rise of social networks and the growth of user-generated content, changing how stories are shared and consumed.
- 📚 Textual convergence, or transmedia storytelling, involves telling stories across multiple platforms, reusing and remixing media content for wider distribution.
- 🏛 Political convergence brings challenges for policymakers, such as ensuring content diversity, regulating community standards, and meeting local content requirements in a global media landscape.
- 📈 The P/ESO model (Paid, Earned, Shared, Owned, and Known media) benefits from media convergence, allowing brands to reach customers through multiple channels.
- 🎥 Mark, a talented film operator with an economics degree, seeks to understand media convergence to enhance his professional experience in social media marketing.
- 📈 Media convergence is crucial for professionals like Mark to adapt to the changing landscape of content creation and distribution across various platforms.
- 🌟 The script emphasizes the importance of understanding media convergence for anyone working in the media and communications industry, especially in the context of social media marketing.
- 📚 The five dimensions of media convergence—technological, industrial, social, textual, and political—are key to understanding the current and future state of media and communication.
Q & A
What is media convergence as described in the script?
-Media convergence is a phenomenon that involves the interconnection of information and communication technologies, computer networks, and media content, leading to a transformation of established media industries, services, and work practices, and enabling new forms of content to emerge.
How does technological convergence impact the media landscape?
-Technological convergence is a result of digitization of media content and the popularization of the Internet, combining computing, communication, and networked digital media platforms, allowing for the creation of cross-media content that transcends specific communication media.
What are the three C's that technological convergence combines?
-The three C's are computing, communication, and concepts around networked digital media platforms.
What is the role of industrial convergence in the context of media?
-Industrial convergence involves established media engaging in digital space and the rise of companies like Google, Apple, and Microsoft as significant content providers.
How does social convergence manifest in the media industry?
-Social convergence is characterized by the rise of large social network media and the growth of user-created content.
What is the term used to describe the storytelling practice in textual convergence?
-Textual convergence is better known by the term 'transmedia storytelling,' where stories are told across multiple platforms with media content being reused and remixed for further spread.
How can media convergence benefit brands in terms of marketing strategies?
-Media convergence benefits the PESO model of paid, earned, shared, and owned media, allowing brands to reach customers through multiple channels that work together to engage consumers exactly where, how, and when they want.
What are the five dimensions of media convergence mentioned in the script?
-The five dimensions of media convergence are technological, industrial, social, textual, and political.
How does media convergence affect policy makers and their challenges?
-Media convergence adds new challenges for policy makers on ensuring the diversity of ownership and content, regulating excess based on community standards, and meeting local content requirements in the age of global media.
What does the term 'cross-media content' refer to in the context of media convergence?
-Cross-media content refers to media material that is transformed into various forms and spread across all available platforms, rather than being limited to a single medium.
How does media convergence enhance a professional's experience in the field?
-Media convergence enhances a professional's experience by providing a broader range of tools and platforms for content creation and distribution, as well as requiring an understanding of multiple dimensions of media interaction and impact.
Outlines
📚 Introduction to Media Convergence
This paragraph introduces the concept of media convergence and its impact on the modern media landscape. It features an interview with Mark, a recent economics graduate and aspiring social media marketer who seeks to understand media convergence. The speaker explains that media convergence is a multifaceted phenomenon encompassing technological, industrial, social, textual, and political dimensions. Technological convergence is highlighted as the result of digitization and the Internet's influence, leading to the creation of cross-media content. The paragraph sets the stage for a deeper exploration of media convergence's various aspects and its significance in the professional experience of individuals like Mark.
Mindmap
Keywords
💡Media Convergence
💡Technological Convergence
💡Industrial Convergence
💡Social Convergence
💡Textual Convergence
💡Political Convergence
💡Digitization
💡Cross-Media Content
💡P/ESO Model
💡Brand Extension
💡User-Created Content
Highlights
Mark, a new social media professional, seeks to understand media convergence.
Media convergence is a phenomenon intertwining ICT, computer networks, and media content.
Digitization and the Internet popularize technological convergence in media.
The three C's—computing, communication, and concepts—are central to networked digital media platforms.
Cross-media content is created for distribution across various platforms.
Industrial convergence sees traditional media engaging in digital spaces and tech giants becoming content providers.
Social convergence is marked by the rise of social networks and user-generated content.
Transmedia storytelling involves telling stories across multiple platforms.
Media convergence poses challenges for policy makers regarding ownership diversity and content regulation.
The global media era requires meeting local content requirements amidst convergence.
Convergent media enhances the P/ESO model in business communications.
The P/ESO model combines paid, earned, shared, and known media for brand reach.
Media convergence knowledge is crucial for Mark's career in social media.
Valeria helps Mark grasp the concept of media convergence for professional enhancement.
Media convergence transforms established media industries, services, and practices.
There are five dimensions of media convergence: technological, industrial, social, textual, and political.
Media organizations now transfer material into various forms for cross-platform dissemination.
Brands can reach customers effectively through the use of multiple media channels.
Transcripts
[Music]
hello everyone meet mark mark is a close
friend of mine who just started his
career in social media market
mark does know much bog media and
journalists but he's just finished
degree in economics and he's a pretty
talented film operator mark came to me
because he struggles to understand the
nature and specificity of the term
everyone has been talking about media
convergence I gladly agreed to help mark
understand what stands behind it and how
it can enhance his professional
experience Media convergence is believed
to be a phenomenon that involves the
interconnection of information and
communication technologies computer
networks and media content media
convergence led to a transformation of
all established media industries
services and word practices and enabled
entirely new forms of content to emerge
there are five dimensions of media
convergence technological industrial
social textual and political let's take
a closer look at each of them
technological convergence occurred as a
result of digitization of media content
and the popularization of the Internet
it combines the three C's computing
communication and concepts around
networked digital media platforms
because they are no longer attached to
specific communications media new table
of content was born cross media content
this means that the media organization
doesn't simply print an article or
record a program but transferred
material into various forms and spread
across all available platforms
industrial conventions involves
established media engagement in digital
space and the rise of companies like
Google Apple Microsoft and others a
significant content providers social
convergence is characterized by the rise
of large social network media and the
growth of user created content
teksu convergence is better known by the
term the transmedia storytelling in
which stories are told across multiple
platforms the media continents reused
and remix to be spread further you can
also serve as a source of brand
extension and form a fan engagement
Media convergence has added new
challenges for policy makers on how to
ensure the diversity of ownership and
content regulate the excess on the basis
of community standards meet local
content requirements in the age of
global media in business communications
convergent media benefits the famous
p/es
o model of paid earned shared and known
media the use of two or more channels
we're all pillars work came together
enables brands to reach customers
exactly where how and when they want
thank you very much for helping me out
with this question valaria now I know
the convergent media knowledge is
crucial component of my new work
[Music]
تصفح المزيد من مقاطع الفيديو ذات الصلة
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