Strategically Communicating

I am fascinated by the concept of convergence.  I have chosen to share my reflection on the media industry’s resistance to collaborate in a convergent world.  Resistance to embrace a new culture, one that promotes collaboration and cooperation amongst the media industry, has a negative impact on the attitudes and practices of individual practitioners and thus on the bottom line.

Convergence is a remarkable concept that plays out in many forces within the media  industries. I agree with Jenkins’ (2008) statement that, “convergence represents a cultural shift” and his argument “against the idea that convergence should be understood primarily as a technological process”. (Jenkins, 2008, p. 3) Convergence sets an imperative duty of collaboration within multiple media industries, forcing communicators into a new media world in which prolific ideas break down traditional silos and well-established norms.  It was made evident to participants at the New Orleans Media Experience that “everyone will survive if everyone works together”, thus directly challenging those who do not embrace convergence and its uniting forces. (Jenkins, 2008, p. 10)

While Jenkins (2008) addresses the creative intersections between media, I am left to believe that such collaborations are not favored by the media industry due to their sense of a loss of control.  In conclusion, I would ask who really holds the power, the media or consumer?  If I were to interview a panel of industry giants, I might start by asking what social and cultural practices can be influenced by new opportunities to collaborate amongst each other?  And, how can new partnerships enhance or weaken the power of the media industry?

Resources

Jenkins, H. (2008). Convergence culture: Where old and new media collide. New York: New York University Press.