Jenkins, Henry (2006) Convergence Culture

Argument – New media aren’t replacing old media. But they are enabling new forms of participation, collaboration and grassroots communication that are democratizing cultural production.  People can use these tools to increase their power, democratize society, and increase diversity.  However, Jenkins cautions that we must not jump to triumphant narratives of progress and technological inevitability – increased participation is matched by increased concentration of power and control – but at the same time we must continue to leverage and grow these new opportunities

Key concepts:

Convergence Culture – Merging of not only media platforms but also producers/audiences, grassroots/corporate and information/advertising through new practices and technologies.

Media Convergence – Content flows across multiple networks, borders and platforms (both traditional and digital). There is no distinction between where one ends and another one starts.

Participatory Culture – Consumers are no longer passive audiences – they are actively involved in connecting and circulating content which grants them the status of producers.

Collective Intelligence – Harnessing the power of many by pooling together resources and knowledge. The “expert” is replaced by the combined expertise of group members.


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