Convergence in Media - Research Paper Example

Table of contents Introduction and Definitions …………………..…….………………….…. 2 Examples and Dimensions of Media Convergence…..……………………. 3 New Emergencies in the Media………………………..………………….. 4 Examples of Converged Media Enterprises………………………………..5 The Impact of Media Convergence on Media Organizations………………6 Factors Driving Media Convergence………………………….…….….…..7 Convergence Assumptions ……………………………………………….9 The Future with Media Convergence…………………….………………10 Conclusion ...……………………………………………………...….….11 Works Cited………………………………………………………………13 Introduction Convergence is a term that can be used in several contexts and hence it is a word with several definitions. For the purposes of this paper, a few definitions have been considered to provide a good insight towards understanding media convergence. According to Missouri Group (as cited in Lawson-Borders, 3), media convergence denotes sharing as well as inter-promoting and intersecting media content through collaborations and partnerships. This definition helps in understanding that convergence is the coming together and working together from the same platform for a common good. Lawson-Borders sheds more light by defining convergence as the integration of traditional media (like computer and cables) with new modern media (internet or digital communication) to relay information, news and entertainment. For instance the use of internet, digital video recordings, digital mobile phones, satellites etc have today become vital in shaping media organizations and how they operate to deliver content. This ‘bringing together’ of multimedia channels and services to relay multimedia content to quench manifold consumer interests simultaneously is convergence. This phenomenon has resulted to the internet fusing together with television, bringing up a new medium of content delivery. Further examples include the use of radio stations and print media on websites. A website news item may incorporate video and audio clips, maps, graphics and hyperlinks to other related items that the user may chose to check on (Mallard para2). This fact is contrasted sharply to the traditional media where each media platform operated distinctly from the rest. Radio worked separately to deliver audio content and could not be promoted through or promote newspapers or other platforms since they were not collaborative. A media organization hereby refers to a company or corporation that deals with collection and dissemination of news and other media content to satisfy people who are hungry for information and entertainment. Such companies include broadcast (e.g. radio stations, television stations) and print media companies (e.g. newspaper and magazines). Examples and dimensions of media convergence According to Jenkings (as cited in Dwyer), the term convergence has several aspects such as technological (integration of computer applications into a high-tech sector), industrial (merging of separate companies), cultural (the old media practices are married into new technological behaviors) and social (digitalizing human interactions and networking) aspects. This implies that media convergence does not just deal with the fusion of communication channels to relay information to a variety of audience across multi-faceted media platforms but also the fact that convergence can take other aspects. Several media companies may merge to co-work in multi-media journalism, which invites both merits and demerits at the same time. As media companies seek to expand their financial abilities, expand their reach to wider audiences and cut down operational costs, they have therefore to exploit ways of working together with other companies, enhance in-house cooperation among internal departments thereby employing multiple media systems (Dwyer, 24). The Australian government considers four such dimensions namely: (a) Technological dimension of convergence where media systems are digitalized and networked to distribute media content (b) Industrial dimension takes on the involvement of separate media organizations in multi-media communications and the subsequent emergence of digital media content suppliers such as Google and Apple (c) The social dimension indicates interactions of people through social digital networks like Facebook, Twitter and YouTube (d) The distribution of media content across multiple media platforms brings out the textual dimension of convergence (Alrc.gov para3.7). New emergencies in the media Dwyer further explains that the internet is an epitome of change in media in terms of production, distribution and consumption. He brings out the difference between “point-to-point” and “point-to-multipoint” phrases in relation to internet. The two means that the internet relays content to individual consumers (point-to-point) as well as interacting with innumerable consumers (point-to-multipoint) of the product or service at the same time. The following are some of the latest emergencies of new media: music and video downloads from the internet internet access, video and audio recording , photo capturing and playing of music on cell phones video and data uploads to YouTube and blog spots respectively social interactions and networking on Facebook, Twitter etc analogue products and services migrating to digital media eg Television internet telephony through VoIP ( voice over internet protocol) Broadband telecommunication to distribute broadcast TV (Dwyer, 26). Examples of converged media enterprises Mallard, Dana highlights examples of converged media sites in America. These include the Tampa Bay Online (TBO.com), which is a fully converged venture involving three companies. Together in one force, the three operate on common resources to offer products and services through websites, newspapers, and TV stations as well as selling ads and cross marketing. 6 News Lawrence is a cable station that was fused into Lawrence Journal-World newspaper (LJWorld.com) in the year 2001 to deliver news through cables, newspaper and website (Mallard para1&3). Henry and co-authors analyzes Media General’s Tampa News Center as having adopted convergence in March 2000 by jointly operating together with three media units. He further studies the case of MediaCorp Singapore whose Newsplex building hosted three media newsrooms. These media organizations experienced transitions through convergence as they reduced their costs towards releasing news online. They had to make their different media units for television, radio, newspapers and interactive media collaborate and partner to generate news and do business in a harmonized more productive way. However, challenges included facilitating change of mind and attitudes of the journalists towards convergence. The journalists would fear multitasking and the new speed of thinking and executing duties. They had to learn new multimedia skills as there emerged new media equipment to use. Furthermore, journalists from all platforms were now interactive in sharing information and skills (Henry, et al. 12-14). This is therefore a demonstration of how there is a transformative departure from the old (traditional) media that dealt with only one line of operation to the new (modern) media that is multi-faceted. The new media industry’s departure to mergers, acquisitions and conglomerates, however, needs to be handled sagaciously. Industrial convergence can be announced only to collapse or lead to further losses if carelessly dealt with. The process of merging or acquisitions, as Lawson-Borders puts it, undergoes planning, transacting and implementing. Appropriate planning of a company in terms of its goals and strategies is vital at the initial stage. The company then targets an organization for acquisition and structures the venture as stock, cash or both. The deal is now in progress as the involved parties consider relevant enactments and regulations as well as shareholding (if any). The January 2000’s merger between America’s AOL and Time Warner companies to align internet services with media and entertainment is an epitome of failed mergers (28-29). The impact of media convergence on media organizations Convergence has had its own impact on media organizations. The organizations have and must go through metamorphosis through media convergence. Some of the impacts include reduced costs, need for technological investment, demand for hiring and training multi-skilled staff, sharing of resources, content delivery in numerous ways using one journalist, easier collection of feedback from varied audiences among others. The working process in media also changes. Today, mobile phones are used to relay news alerts or news briefs to the audience (who are in this case mobile subscribers), while story updates and fast feedback is channeled online (through the internet). Newspapers and other print media are left for detailed story coverage (Henry, et al. 10). Seeing that media organizations are marketers, they have to study how convergence shapes the market place. Consumers today want a one-stop shop for all their needs. They want to achieve their goals the soonest possible. They are busy and hence they consume entertainment, news and information while on the move. For instance, one can surf the internet as he/she listens to music or radio broadcast while on a journey or while waiting to board a bus at the bus stop. Adopting media convergence will therefore be vital for a media company to know how to reach out to such busy buyers/consumers. Marketers combine and integrate demand gen, branding and social to capture and maintain prospects and customers (Savvy Sisters para5). Factors driving media convergence Several factors are driving this media convergence. Notably, there is a desperate need to save money and other resources, which can be achieved through convergence. In a converged set up, fewer members of staff will be hired based on the fact that one person can handle several tasks. For instance, one journalist, even if he/she will need further training, can prepare an item for radio, television, newspaper and website thereby cutting down costs. Secondly, the media content consumers’ lifestyles are increasingly on motion. People are spending more and more time on, for instance, social networks, websites and radio, hence the need to capture them through the same media. Media organizations have no other alternative than to change with the changing ‘information-seeking behaviors’ in order to remain relevant. In fact, media work seeks to reach out to as many readers, watchers and listeners of content as possible hence the need to converge (Quinn, 20 and Mallard para1) Thirdly, as Quinn observes, culture can either encourage or discourage convergence. Conservatives will choose to stick in their old ways of doing things and avoid changing with the changing times. A conservative newspaper will be rigid to collaborate with a tabloid television station while a print journalist who despises electronic media personnel will find it challenging to co-work and co-exist with them (23). Convergence also promotes the visibility of the unit’s divisions through cross marketing. Television or radio can be used to introduce newspaper to their audience while a newspaper, on the other hand, can be used to advertise the radio or TV station to its readership. Links, logos or ads on the website can as well expose and promote the other divisions of the converged institution (Mallard para3). Another factor is ensuring an easy flow of information and other media content amongst the colleagues at work. This can be attained by placing workers with various skills at the same physical space to cultivate mutual trust and exchange of the much-needed ideas (Quinn, 23). Infographics, according to Wallace, is an effective content marketing strategy that involves the convergence of search and social media marketing. Though relatively a new term in internet marketing, media organizations cannot despise the impact of such a tool in their operations. Infographics communicates news, links, history, current trends and entertainments, which must be well researched and more so founded on credible citations. This is then posted on inforgraphic sites but it works best with ‘influential status’ so that the link can be followed up by the many followers of a certain page or individual. Convergence with other related firms is hereby vital to ascertain success. For instance, one can share the piece on social networks like Twitter and Facebook by utilizing Sponsored Tweets and Facebook Ads. After publishing, measure your success trend by use of such tools like Google Analytics to see how many people visited the inforgraphic and what they did (Wallace para4). Aurenryun highlights the merits and demerits of the separate ways through which Americans get media content delivered to them and later show the rationale of media convergence. The internet as one of the ways is considered quick in delivery, it enhances increased communication and easy to correct an error or give a clarification. It is however tied to the disadvantage of the fact that it is discriminatory to some demographics like the very young and the old people who are unable to access information on the internet. In addition to this, the illiterate cannot rely on the internet for media content delivery. From the internet, one is unable to sieve what is true from falsehood, its cost is high to afford as a consumer or producer of content and there is easy flow of negative influence especially to children. The newspapers are normally left out to the conservatives or the old who are either too rigid to change or unable to learn the new media. However, any typo errors cannot be corrected quickly and easily like in the case of the internet (Aurenryun para1&2). In a converged scenario therefore, the merits of one media platform are taken up to reinforce the weaknesses of another. Convergence assumptions Friedman, the vice president of Buffalo International Inc – a telephony tools and systems company - argues that the realization of convergence is dependent on some assumptions. Some of the convergence assumptions include: it is a fact that a modern computer – through software – is able to offer virtually limitless information and applications computer hardware can be optimized in configuration to best meet the needs of the user standard APIs (Application Program Interface) like those of Microsoft Windows can develop applications instead of having autonomous tools for each of the many possible applications, a modern computer will do better customer relationship management working from a call centre requires relevant applications and media processors (Friedman para3-4). To realize convergence, as Friedman highlights, there is need for appropriate hardware and operating system. Such includes: Industrial Standard Architecture, Peripheral Component Interconnect, Multi-vendor Integration Protocol, Signal Computing System Architecture, H.100, Windows NT, Unix and Linux. One should go for the hardware with the most adequate capacity as well as functional components (para6-7). The future with media convergence What is the future of media convergence and media organizations? It will be prudent for every media organization that aims to be at the cutting edge in its business to change with time – to adopt new technological ways of producing, distributing and cross-marketing content. In reference to the recently launched ShowYou, MacManus argues that the long time promise of a ‘multi-screen content consumption’ will be realized. Content consumers will be able to, for instance, watch videos from multiple devices like personal computers, iPad, iPhone, iPod Touch, Kindle Fire, and Apple TV etc. This eventually will convert to an increased purchase and use of gadgets that are internet enabled. Smartphones and tablets will be on the rise hence the demand for media organizations to utilize such opportunities to penetrate to consumers of their products and services (MacManus para5). Apparently, media convergence breaks away from the national media business to internalization of content. Digital content can now be produced from anywhere in the world and be accessed from all other corners. This means that the national regulations that previously governed media business have to change to international standards and ease the flow and the globalization of digital media content. Mobile applications (apps), app developers and app stores are based and operate in multiple international territories with varied jurisdictions. Content suppliers like Google Play, YouTube, Apple iTunes and Android Market are all operational on international scales (Alrc.gov para3.24-3.27). On media policies and regulations, Lawson-Borders examines America’s case of FCC (Federal Communications Commission) and its cross-ownership rule of 1975. The media organizations have continually opposed this rule with massive support drawn from media partnerships and alliances and media advocates. This rule restricted media companies from owning television and newspapers in a common market, which in turn discourages convergence. It is therefore imperative for media organizations to fight a frontline battle against restrictive media regulations and advocate for media liberalization in the light of convergence, locally and internationally (20). Conclusion The driving force of technology will remain to be computers. Nevertheless, as Friedman in a web feature article says, the future depends not in ‘computer telephony integration (CTI)’ but in sound media convergence (Friedman para4). Computer gadgets like Personal Digital Assistants (PDAs) will be cheaper and more available that more people will access numerous information, news and entertainment at anytime and at any place. As high-speed devices ease transmission and reception, more powerful and high-storage websites must be in use to aid media companies in storage, retrieval and transmission of content as well as collection of fast and timely feedback from consumers. Media convergence is however feared to kill some platforms considered weaker. For example, the ‘all-powerful’ internet that is considered multi-functional may overshadow newspapers, radios and television. Nevertheless, the radio can play the audios, television to do both the audio and visuals while the print media can merely offer information that is graphical and never audio (Mallard para1-4). As technology continually revolutionizes media organizations’ and consumers’ lives, will this revolution be sustainable? What are the harms that are finding their way into people’s lives in the name of technological advancement? Will everyone especially the media companies adopt a quick uptake of these revolutions? Will these stakeholders get any worthwhile returns from their massive technological investments? Shall all the relevant authorities and policy makers work out to facilitate this ‘digitalization’ of life? These are just but a few pertinent questions to ponder about as the world dives its head into technological advancements and convergence. Works Cited Alrc.gov. Media Convergence and Transformed Media Environment. 2012. Web. 5 December 2012. Aurenryun. Media Convergence. 2012. Web. 5 December 2012. Dwyer, Tim. Media Convergence. Maidenhead: McGraw Hill/Open University Press, 2010. Print. Friedman, David M. Convergence, not Integration, is the Goal. 2012. Web. 5 December 2012. Henry, Katie, et al. Media Convergence. 2012. Web. 5 December 2012. Lawson-Borders, Gracie. Media Organizations and Convergence: Case studies of media convergence pioneers. Routledge, 2006. Print. MacManus, Richard. Convergence is alive and well in 2012. 2012. Web. 5 December 2012. Mallard, Dana. Converging Media Trends. 2012. Web. 5 December 2012. Quinn, Stephen. Convergent Journalism: The fundamentals of multimedia reporting. New York: Peter Lang, 2005. Print. Savvy Sisters. How Converged Media is Changing Content Marketing. 2012. Web. 5 December 2012. Wallace, David. The Convergence of Social & Search. 2012. Web. 5 December 2012. Read More