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Journalism & Communication
Pages 6 (1506 words)
Media Convergence and the Marketplace Introduction Convergence essentially means that different types of media are converging with one another – which means that they are integrating. For example, the Internet and television may integrate. Or print and broadcast may integrate and deliver its content through the Internet (Lawson-Borders, 2006).
Or as Jenkins (2006) states, there is a cooperation between all multiple media industries, and media audiences will look for information where they can find it. This essay will look at convergence and what is meant by it, and will look, briefly, at the dangers of convergence, then will examine the Astral-Bell merger and analyze the merger from the voices of the people and the voices of the individuals who are behind the merger. Media Convergence According to Jenkins (2004) there is an inherent danger in media convergence, in that the multinational media conglomerates have the potential, and live up to this potential, to dominate every sector of the entertainment industry. Thus, the power elite had the potential to rule the airwaves, putting out its message to the masses, and the message is the message that benefits the corporations and the powerful (Brenkman, 1979). The media may be associated with large structural forces (Havens, et al., 2009). And the message may become more like propaganda, which makes the mass media more of a propaganda machine than a marketplace for free ideas (Murray, 2005). ...
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