Media convergence, Henry Jenkins’ theory in digital marketing

Media Convergence or Convergence Theory is a concept developed by the American researcher Henry Jenkins in 2006. It reflects on the transformations in society made possible by technological development and the simultaneous use of various types of media. The first to talk about the subject was Ithiel de Solla Poll, in the 1980s. At the time, the scholar pointed out that a process, which could be called convergence , was eroding the boundaries between the means of communication and their uses. However, the phenomenon could be more noticed in recent years after the beginning of the Internet and the emergence of social networks. Convergence Theory Convergence culture addresses various aspects of society and the flow of content across multiple platforms. However, it mainly emphasizes the convergence of media , which understands that the more types of media coexist with a given purpose, the more harmonious. The message thinks about the culture becomes.

Convergence Theory

She thinks about the culture present between media and people , where the way of using a certain technological support ends up converging Netherlands Phone Numbers List into one. The fact is that we increasingly live with different types of media at the same time , such as cell phones, tablets, notebooks, television, radio, streaming, among others. A good example of this hyperconnectivity is the movement of individuals who watch a series or television and tweet about it. Media Convergence encourages the participation of individuals. (Photo: Oladimeji Ajegbile/Pexels) Read also: The use of social networks in Brazil and the changes during the pandemic Henry Jenkins , coiner of the idea, says that it is the “word that defines technological, industrial, cultural and social changes in the way media circulate in our culture”. Characteristics of Media Convergence and Some features are key points in Media Convergence . See which ones: Participatory Culture giving.


Characteristics of Media Convergence and examples

In short, Media Convergence shows us that nowadays it is no longer possible to think of media separately. They are all interconnected Database USA and interact simultaneously with each other. When drawing up a communication, digital marketing or advertising plan, it is necessary to take into account the various online and offline platforms through which the message will circulate. In addition, it is necessary to spare no efforts to have an integrated and constant monitoring of the media. It is also mandatory to understand what the public says, wants and likes, respecting their opinions and encouraging a participatory culture. At the same time, it disseminates its message or advertising, in a coherent and unified manner, in the various available media, as they appear in the market. Individuals a voice through polls, polls, question boxes, commenting possibilities, etc. Example : “like, loved, haha” reactions on social media content or voting to eliminate .

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