Media Convergence - Explained

spizzastory

18 Jun 201803:03

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

00:00

📚 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

Media Convergence refers to the integration of various forms of media through technological advancements, leading to a blending of content creation and distribution across different platforms. In the video, it is the central theme, illustrating how technological, industrial, social, textual, and political dimensions intertwine to transform media industries and practices.

💡Technological Convergence

Technological Convergence is the result of digitization and the widespread use of the Internet, combining computing, communication, and networked digital media platforms. It allows for the creation of cross-media content, detaching media from specific communication channels, as mentioned in the script with the 'three C's' concept.

💡Industrial Convergence

Industrial Convergence involves traditional media industries adapting to the digital space and the emergence of tech giants like Google, Apple, and Microsoft as significant content providers. This concept is integral to understanding the video's discussion on how media convergence impacts industry structures and competition.

💡Social Convergence

Social Convergence is characterized by the rise of social network media and the increase in user-generated content. It reflects the participatory culture where audiences are also creators, which is exemplified in the script by discussing the growth of social media platforms.

💡Textual Convergence

Textual Convergence, also known as transmedia storytelling, involves telling stories across multiple platforms, with media content being reused and remixed for wider dissemination. The script uses this term to highlight how stories can engage audiences through various media forms for enhanced brand extension and fan engagement.

💡Political Convergence

Political Convergence pertains to the challenges policymakers face in regulating media in the era of media convergence, such as ensuring content diversity and meeting local content requirements amidst global media landscapes. The script touches on this by discussing the implications for policy and regulation.

💡Digitization

Digitization is the process of converting traditional media into digital formats, which is a foundational aspect of media convergence. The script mentions digitization as a key driver for technological convergence, enabling content to be shared across multiple platforms.

💡Cross-Media Content

Cross-Media Content refers to material that is adapted and disseminated across various media platforms, transcending the boundaries of a single medium. The script explains how media organizations can transform material into different forms for distribution, exemplifying the concept of cross-media content.

💡P/ESO Model

The P/ESO Model stands for Paid, Earned, Shared, and Owned media, which is a framework for understanding different types of media engagement strategies. In the script, it is presented as beneficial for convergent media, allowing brands to reach customers through multiple channels.

💡Brand Extension

Brand Extension is the strategy of leveraging a brand's value to introduce new products or services. The script discusses how textual convergence through transmedia storytelling can serve as a source of brand extension, enhancing audience engagement.

💡User-Created Content

User-Created Content is content generated by users of social media platforms, which is a significant aspect of social convergence. The script highlights the growth of this phenomenon, illustrating the shift in media creation from professionals to the broader user base.

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.