Welcome to the World of Convergence!
Hi there! Today we are looking at one of the most exciting parts of Media Studies: Convergence. This word might sound like a bit of a mouthful, but don't worry—you actually use it every single day! Whether you are watching a movie on your phone or playing a game on your tablet while listening to music, you are living in the world of media convergence.
In these notes, we’ll explore how different types of media "come together" and how this changes the way big companies work. By the end, you’ll be an expert on how the media industry has transformed for the digital age.
1. What is Media Convergence?
At its simplest, convergence means "coming together." In the old days, if you wanted to watch a movie, you went to the cinema. If you wanted to read the news, you bought a paper. If you wanted to listen to music, you turned on a radio.
Today, all those things have "converged" onto one device: your smartphone!
Technological Convergence: This is when one single device (like a phone or a laptop) allows us to access many different types of media (video, text, audio, and games).
The "Swiss Army Knife" Analogy: Think of convergence like a Swiss Army knife. Instead of carrying a separate spoon, a separate knife, and separate scissors, you have one tool that does it all. That is exactly what your phone has done to the media!
Quick Review: The Basics
• Convergence = Different media forms merging into one.
• Old Media = Separate devices for separate things.
• New Media = One device (like a smartphone) for everything.
2. Cross-Media Ownership
The syllabus asks us to look at cross-media ownership. This is the "business" side of convergence. It happens when one big company owns many different types of media businesses.
For example, a company might own a film studio, a TV channel, a magazine, and a video game developer. This is great for the company because they can share their stories across all those different platforms.
Example: Disney. Disney doesn't just make movies. They own the Disney+ streaming platform, Marvel (comics and films), ESPN (sports TV), and theme parks. This is cross-media ownership because they own businesses in many different media sectors.
Why do companies do this?
• Promotion: They can use their TV channel to talk about their new movie.
• Safety: If people stop buying magazines, the company is still okay because they have a successful streaming site.
• Money: It’s much cheaper to reuse the same ideas (like Star Wars) across games, movies, and toys.
Key Takeaway: Cross-media ownership is when a company "spreads out" to own many different kinds of media businesses, allowing them to dominate the market.
3. Content, Network, and Platform Providers
In a convergent world, the lines between who makes the media and who gives it to you have become very blurry. To understand this, we look at three groups:
1. Content Providers: These are the people who actually make the "stuff" we watch or play.
Example: A production company like Marvel making a movie.
2. Network Providers: These are the companies that provide the "pipes" or the connection to get the media to your house.
Example: Your internet provider (like BT, Sky, or Virgin Media) or your mobile data provider (like EE or O2).
3. Platform Providers: these are the services or devices we use to access the media.
Example: Netflix, YouTube, or a PlayStation 5.
The "Pizza" Analogy
Don’t worry if this seems tricky! Think of it like ordering a pizza:
• The Content is the pizza itself (made by the chef).
• The Network is the road the delivery driver uses to get to your house.
• The Platform is the app you used to order it (like Deliveroo).
Did you know? Nowadays, some companies do all three! Amazon makes the shows (Content), hosts them on their own servers (Network), and lets you watch them on the Amazon Fire Stick (Platform).
4. Convergence Across Different National Settings
Convergence has made the media industry global. Because of the internet and digital platforms, media products aren't stuck in one country anymore.
Impact on National Settings:
• Global Reach: A show made in the UK (like Doctor Who) can be watched at the exact same time by someone in America or Japan via a streaming platform.
• International Settings: Big companies like Netflix now produce content in many different countries (like Squid Game from South Korea) and distribute it globally to everyone.
• Standardization: Because we all use the same platforms (Instagram, TikTok, Netflix), the types of media we see are becoming very similar all over the world.
Common Mistake to Avoid
Students often think convergence is just another word for "the internet." While the internet makes convergence possible, convergence is specifically about the merging of different industries and devices. Make sure you talk about things coming together in your exam answers!
5. Final Memory Aid: The "Three C's"
If you are struggling to remember what convergence affects, remember the Three C's:
1. Content: The stuff we watch is now digital and can move anywhere.
2. Companies: Big businesses now own many different types of media (cross-media ownership).
3. Consumption: We "consume" (use) media on single, convergent devices like phones.
Summary: Why does this matter?
Convergence is important because it has taken power away from small, local companies and given it to global giants. It has made it easier for us to get media whenever we want, but it also means that a few huge companies (like Disney or Google) have a lot of control over what we see and hear.
Keep going! Media industries can be a complex topic, but if you remember that convergence is just about things joining together, you're already halfway there!