Power of Media and Convergence Culture - Essay Example

?Power of Media We live in a world that is constantly becoming more and more technology and gadget dependent in accomplishing daily tasks. Anything from creating a grocery list, all the way to reading a newspaper editorial has developed into a socially inclusive activity that dictates the way we shall function as a society in the future. By allowing our society to partake more and more in various activities that allow us to participate in what were formerly individualized tasks, we are reshaping the way we think and express ourselves as a society. The modern social networking sites such as Twitter and Facebook, photo sharing sites like Picasa and photobucket, even blogs such as Wordpress and Tumblr are all examples of how the power of media has developed into a convergence culture that allows individual actions to converge or join together at a certain point in order to create a unified thought or expression for the individual or group of people These websites that allow us to practice our freedom of expression publicly and allows others who share our point of view to express themselves freely alongside our written word are the best examples of “convergence culture” that one can find. Contrary to public perception, “convergence culture” is not limited to only participating in online voting or phoning in your votes for the latest talent competition on television. Although it is true that the activity is all inclusive, it does not signify a convergence of any cultural sort. Rather, a mass protest rally in front of an embassy, declaring sentiments against a popular problem or plan of action could be more considered as an example of “convergence culture”. “Convergence culture” is the modern way by which our society is being shaped by a new generation of movers and thinkers. While we used to be a culture defined by what the powers that be in mass media such as radio and television say we should be, now we find that people have the actual ability to buck at such dictates already. Instead, people are dictating who they are and what they will be with the help of modern digital communication gadgets. Cellular phones now allow for mass sharing of information between people faster than a television or news broadcast. Everything these days happens in real time, with various people sharing their experiences across the world by simply a point, click, and send on their phones, laptops, and other portable media devices. In such instances, this collective sharing of events, although depicting various points of view, all dictate the definition of what “convergence culture” is all about. Basically, “convergence culture” is not bound by the same restrictions that normal media practitioners must adhere to. Fan fiction writing and blogging are some examples of a method by which people continue to promote ideas and items that they have come to know and love, but without the manipulative hand of the owners of the product. An act which, although frowned upon by most media big wigs, has proven to be the new way through which promotional activities can actually gain a longer life span that could oftentimes, surpass the lifetime of the product or movie being promoted as well. It is because of this emerging power of the new digital media technology that the old guards, the newspaper and book publishers, the movie producers, and their like, are all in a quandary as to how to position themselves in this new era of promotional activity and news sharing. You see, as Jenkins claimed in his paper, When people take media into their own hands, the results can be wonderfully creative; they can also be bad news for all involved. (par. 39). We have seen the ways through which the regular news sources have become all but obsolete in our modern world. The troubles in the Middle East that escalated in momentum and action this year alone showed that Twitter and Facebook are far more effective information dissemination tools when it comes to news reporting. Allowing the event participants to be more than just ordinary bystanders, reporting the events from an outsider point of view as the news channels and news reports were doing. These detachments did not exist when the people who were deeply embroiled in the struggle sent out their messages asking for support or telling the world about the atrocities that were currently happening to them. Rather, the readers and viewers developed an emotional attachment to these people who have become their friends and extended parts of their family through the “cultural convergence” offered by their connection in Twitter or Facebook. There was however, a drawback in the way that the renegade reports were coming out. The people who were releasing the information had the ability to slant the images and reports being sent out. These viral messages affected the way that the mainstream media reported their news. Oftentimes, it resulted in an haphazard manner of reporting on both the sides of print and television news sources as they have, over time, come to rely more and more on the unverified reports coming from these social networking sites as well. The slow rise of the “convergence culture” in our society has been of great concern to the regular media outlets that have come to rely on the inactive viewing influence that television used to have on its viewers. It is a scary thing for them to even consider that new media is starting to overshadow the old while we as a society simply embrace it and use it to the best of our advantage. Though it may seem pretty routine to you, your movement from television screen, to text messaging, to the internet, to cellphone constitutes a newly emerging mixture of of old and new media ... (p. 455). It was fine with the advertisers when the only voice that could be heard on their platform was their own. But the rise of American Idol and its all inclusive, thought provoking practice of allow the people to vote to make their voice heard on television rattled many feathers that were not ready to accept “convergence culture” just yet. This is when things get tricky for the producers, advertisers, and other media practitioners. When exactly does the new media overstep its bounds? By empowering the viewers and consumers, isn't the old media turning over too much power to the consumer? The mere fact that the people now have an international voice by which they can make their positive and negative sentiments heard about movies, television shows, and products shows us that advertising and media content is no longer in the hands of the old guard. Rather, the people have taken the power that rightfully belonged to them in the first place. That of being an active participant in any activity that they undertake. That includes watching commercials, the news, and endorsing products, regardless of the image model hawking it on television. Clearly giving the people too much power and control over creative content can in some instances overshadow or even redefine a moment for people. Cases such as that of Dino Ignacio and his redefinition of the people whom Big Bert from Sesame Street mingles with can cause international incidents because his Photoshop work of fun was taken out of context by people and news outlets across the world (p. 456) As Jenkins explained; From his bedroom Ignacio sparked an international controversy. His image crisscrossed the world, sometime on the back of international media, sometimes via grassroots media...As the publicity grew, Ignacio became more concerned and ultimately decided to dismantle his site: “I feel this has gotten too close to reality... 'Bert is Evil' and its following has always been contained and distanced from big media. This issue throws it out in the open. Ignacio is, in my opinion, the prime example of how our “convergence culture” in terms of digital mass media can both be a good and bad thing for all concerned. While in the wake of 9/11, vilifying Bin Laden was an acceptable practice, the method by which he did it was not. He took an innocent character who symbolized innocence and turned him into an image of an evil person. The well love character of Bert was disgraced and turned into an international symbol for the Middle Easterners who had no exposure to Sesame street. It was an issue that put the new digital and traditional media in the cross hairs. However, when used properly, such as in the case of the “Spring Awakening” of the happened in the Middle East, positive changes can be effected and influenced by the “convergence culture” that the world has now become. Indeed our world has truly changed. We have become a true nation of “convergence cultures” and thus, now have the power to collectively think as one and make our voices heard. Hopefully, always for the betterment of our society. Works Cited Jenkins, Henry. “Convergence Culture”. Convergence Culture. Signs of Life in the USA. n.d. Web. 12 May 2012. Read More