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The Media Convergence Theory Analysis

Table of Contents

Introduction
Media Convergence
Conclusion
References

Introduction

Media convergence has been investable due to the increasing technological advancements. For news to reach the global population, there is a need for various media platforms from which users can get information. Therefore, media convergence is a theory in which all media merge as one medium due to evolving communication technologies (Peil & Sparviero, 2017). However, Henry Jenkins views media convergence differently, focusing on technical, social, cultural, and global convergence. Technological convergence is whereby data is converted into digital mode and disseminated using the latest digital platforms (Jenkins, 2004). Social convergence explains the ability of consumers to move freely from one platform to the other, seeking and comparing relevant information (OSullivan & Fortunati, 2021). Cultural convergence entails connecting consumers, consumers, and various media platforms to enhance creativity and create new types of stories. Finally, global convergence is whereby the media content disseminated can reach people worldwide. For instance, music, news, television programs, and film give cultural hybridity (Li et al., 2020). Media convergence has increased social and political participation across the globe.

Media Convergence

Media convergence has increased audience participation through content creation capabilities. The power to dominate media has largely been bestowed in the hands of private owners, while large media corporations own only a few media companies (Yoedtadi et al., 2021). This has given much leverage to content creators to choose from different forms of media and determine the one they feel comfortable using in content creation (Ostic et al., 2021). In addition, big media corporations are now market-driven, improving their flexibility of topics, the value of service, and ensuring elitism in media professionals (Girardin et al., 2020). This provides the general population with more social participation, whereby people from marginalized communities can have opportunities to air their grievances. The competition and need to seek unique topics boost the companies to discuss some of the most controversial topics and affect the society, making media convergence positively impact social participation.

Media convergence has allowed an easy and quick search for information, making social interactions easier. Consolidating technological content has led to significant media evolution, which has made peoples social lives easier (Puspitasari et al., 2020). The convergence of media has made the availability of information more convenient, quick, and efficient, as now people can access the worldwide web from their fingertips (Williams & Tkach, 2021). For instance, Google has too much information on its website, which is helpful to people. Other media platforms, such as Facebook, Twitter, Instagram, Tiktok, and Snapchat, allow people to connect through social media applications, keeping people from different geographical locations connected. This enables them to socialize and share ideas that could not have been possible without social media convergence.

Video games have increased the rate of socialization across the globe too. People can chat when playing online video games, which is an indication that large media corporations that own these games are helping to enhance social interaction (Baranova et al., 2020). Players can chat online and play with people who are miles away. Media convergence has made major sporting events such as Football deals worldwide (Sirola et al., 2020). Some of the main events, such as the World Cup, can be streamed online through mobile devices and watched over websites and televisions is an example of how media convergence helps to bring together different cultures together.

Besides the social aspect, media convergence has significantly impacted the political arena. As democracy gains more relevance in world politics, more countries worldwide are trying as much as possible to be democratic. One of the main factors that ensure the democracy of a nation is the media. Unlike in the traditional times when big media corporations such as CNN only aired main political messages, the internet is global and has created significant competition (Över, 2021). In addition, the issue of trust has negatively affected traditional media, making them converge with new media to persuade the population (Olaniran & Williams, 2020). For instance, CNN was predominant in broadcasting American propaganda; however, due to competition from other sources, they have been forced to ensure that they deliver neutral news to gain popularity. People can now view political issues from social media, websites, and influences who provide different perspectives of the story, making the population judge for itself (Wasserman, 2020). The issue of trust has dominated the Ukraine-Russia war and has divided the world into two. However, this shows that media convergence has increased political participation.

Media convergence has increased political participation by making news a form of mass media entertainment. The evolving media trends have changed how political information is disseminated to the people (Strömbäck et al., 2020). People have turned back to social media accounts for political news. In addition, traditional media outlets have adopted social media and other new methods of disseminating political news (Knoll et al., 2018). For instance, CNN has a Twitter page where they update all their breaking news, even sometimes before airing them on their television. This has enabled people to engage and express their feelings on different political news through the comment section. One the good example is the Ukraine-Russia war which has been going on for a few months. Instead of filling the TV headlines with details of the war, the television only shows the major events. However, some minor events are disseminated through digital media platforms, where people have the freedom to chat with each other and express their views. This has, without a doubt, increased public participation in the political arena.

Media convergence has played a significant role in the electorate process, which increases political participation. According to a study conducted by joint media of the Washington Post and Harvard University, 23% of the youths between 25-30 years voted in the 2002 elections (Matthes, 2022). Fifty of the largest television stations in the USA ran political campaign adverts four times more than political stories. This is because the managers consider political stories boring and less enticing. Additionally, political campaign adverts are paid for, generating more profits than political stories. This imbalance affects the youth turnout in voting because they are not exposed to information regarding politics and do not know how much politics affects their lives (Lee et al., 2022). However, media convergence has reversed this trend, and politicians rely more on other forms of advertising that can reach mass media, such as Facebook Live streams, Twitter, posters, and influential groups. This has provided youths with needed information about politics and made them venture into politics and engage in voting, which increases political participation.

Finally, media convergence has enabled the comparison of various political systems in the world. Unlike in the past, when democracy was thought to be the best way of ruling a nation, people have had an opportunity to evaluate other leadership styles and their impact on a nation (Nanz et al., 2020). For instance, most Arabic countries like Dubai are not ruled by democracy but by autocracy. However, they have reaped the benefits of autocracy that some democratic countries cannot afford, such as quick decision-making. In addition, it has helped people to learn about diversity as they can view other cultures differently (Sheresheva et al., 2021). Most mainstream media had visualized the Islam religion and connected it with terrorism; however, through media interaction, people have learned that Islam does not link to terrorism. For instance, the film My name is Khan is based on showing the world that not all Muslims are terrorists. This shows that media convergence has provided political enlightenment, which increases political participation.

Conclusion

Media convergence has taken over the world, significantly impacting the political and social aspects. Media convergence has impacted social elements by enabling increased content creation capabilities and improving the flexibility of topics in big media. In addition, it has allowed the quick search for information on the web and increased the rate of socialization through video games. Politically, media convergence has increased population trust, made news mass media entertainment, and increased youths involvement in politics. Besides, it has provided political enlightenment by comparing various political systems in the world. This shows that media convergence has impacted the political and social systems by increasing participation. In addition, it has helped to remove barriers that were used to hinder participation, such as biased media houses.

References

Baranova, E. A., Zheltukhina, M. R., Shnaider, A. A., Zelenskaya, L. L., Shestak, L. A., Redkozubova, E. A., & Zdanovskaya, L. B. (2020). New media business philosophy in conditions of mass media convergence. Online Journal of Communication and Media Technologies, 10(4), e202021.

Girardin, T., Roult, R., Sirost, O., & Machemehl, C. (2020). Social media and convergence culture: A scoping review of the literature on North American Basketball. SAGE Open, 10(3), 215824402094920.

Jenkins, H. (2004). The cultural logic of media convergence. International Journal of Cultural Studies, 7(1), 3343.

Knoll, J., Matthes, J., & Heiss, R. (2018). The social media political participation model. Convergence: The International Journal of Research into New Media Technologies, 12(2), 135485651775036.

Lee, S., Nanz, A., & Heiss, R. (2022). Platform-dependent effects of incidental exposure to political news on political knowledge and political participation. Computers in Human Behavior, 127, 107048.

Li, X., Gong, X., & Mou, R. (2020). Pioneering the media convergence: lifestyle media production in the digital age in China. Journal of Media Business Studies, 117.

Matthes, J. (2022). Social media and the political engagement of young adults: between mobilization and distraction. Online Media and Global Communication, 0(0).

Nanz, A., Heiss, R., & Matthes, J. (2020). Antecedents of intentional and incidental exposure modes on social media and consequences for political participation: a panel study. Acta Politica, 57(2), 235253.

OSullivan, J., & Fortunati, L. (2021). Media convergence. Digital Roots, 13(2), 4158.

Olaniran, B., & Williams, I. (2020). Social media effects: Hijacking democracy and civility in civic engagement. Platforms, Protests, and the Challenge of Networked Democracy, 10(2), 7794.

Ostic, D., Qalati, S. A., Barbosa, B., Shah, S. M. M., Galvan Vela, E., Herzallah, A. M., & Liu, F. (2021). Effects of social media use on psychological well-being: A mediated model. Frontiers in Psychology, 12(3).

Över, D. (2021). Democratic backsliding and the media: the convergence of news narratives in Turkey. Media, Culture & Society, 12(3), 016344372097587.

Peil, C., & Sparviero, S. (2017). Media convergence meets deconvergence. Media Convergence and Deconvergence, 14(7), 330.

Puspitasari, E. E., Tabroni, R., & Yuniarti, Y. (2020). The convergence of mass media and its effect towards information seeking among students. Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020), 8(2).

Sheresheva, M., Skakovskaya, L., Bryzgalova, E., Antonov-Ovseenko, A., & Shitikova, H. (2021). The print media convergence: overall trends and the COVID-19 pandemic impact. Journal of Risk and Financial Management, 14(8), 364.

Sirola, A., Savela, N., Savolainen, I., Kaakinen, M., & Oksanen, A. (2020). The role of virtual communities in gambling and gaming behaviors: A systematic review. Journal of Gambling Studies, 14(2).

Strömbäck, J., Tsfati, Y., Boomgaarden, H., Damstra, A., Lindgren, E., Vliegenthart, R., & Lindholm, T. (2020). News media trust and its impact on media use: toward a framework for future research. Annals of the International Communication Association, 44(2), 118.

Wasserman, H. (2020). The state of South African media: a space to contest democracy. Publizistik, 65(3), 451465.

Williams, A., & Tkach, B. K. (2021). Access and dissemination of information and emerging media convergence in the Democratic Republic of Congo. Information, Communication & Society, 13(2), 117.

Yoedtadi, M. G., Ronda, A. M., & Wahid, U. (2021). Television and social media convergence (Convergence Continuum and Journalistic Convergence Analysis at Indosiar). Asian Research Journal of Arts & Social Sciences, 7(2), 5672.

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