GAUTAM BUDDHA UNIVERSITY

SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

Topic: Ownership patterns of media

Course Name: Media Management (MC -606)

Submitted to: Dr. Bimlesh Kumar

[Assistant Professor]

Submitted by: Anuraag Krishna [MA-J&MC]

4th Sem - [234/LJM/001]
 Media Convergence

Media convergence refers to the merging of different media forms, technologies, and
platforms into a unified and interconnected system. It is driven by advances in technology,
changes in consumer behaviour, and the evolving landscape of media industries. The
traditional boundaries between different types of media, such as print, broadcast, and digital,
are blurred as they converge into a more integrated and interactive experience.

Several key components contribute to media convergence:

Technological Integration: Advances in digital technology play a crucial role in media

convergence. The rise of the internet, mobile devices, and high-speed connectivity has
enabled the seamless integration of various media forms.

Content Distribution: Convergence allows content to be distributed across multiple platforms

and devices. For example, news articles can be accessed online, via mobile apps, or through
social media platforms, providing users with a variety of options to consume information.

Cross-Platform Accessibility: Media convergence enables content to be easily accessed and

shared across different devices and platforms. Consumers can switch between devices such as
smartphones, tablets, computers, and smart TVs to access content seamlessly.

Interactivity: Converged media often involves interactive elements, allowing users to engage
with and contribute to content. Social media platforms, user-generated content, and
interactive storytelling are examples of how convergence enhances user participation.

Business Integration: Convergence often leads to the integration of previously distinct media
industries. Media companies may diversify their offerings to include various forms of
content, such as print publications expanding into online platforms or television networks
providing on-demand streaming services.

Audience Participation: Media convergence encourages audience participation through social

media, comments, and other interactive features. Audiences can share their thoughts,
opinions, and experiences, contributing to a more dynamic and engaging media environment.

Economic Implications: The business models of media organizations may evolve due to
convergence. Traditional revenue streams, such as advertising and subscription-based models,
may be adapted to suit the changing media landscape.
Overall, media convergence has significant implications for the way information is produced,
distributed, and consumed. It has transformed the media industry, fostering innovation, new
business models, and a more interactive and interconnected global media environment.

Functions -

Media convergence serves several functions that impact the creation, distribution, and
consumption of content across various platforms. Here are some key functions of media
convergence:

Content Integration: Media convergence allows for the integration of different types of
content, such as text, audio, video, and interactive elements, into a unified experience. This
integration enables richer and more engaging content that can be delivered through multiple
channels.

Cross-Platform Accessibility: One of the primary functions of media convergence is to make

content accessible across different platforms and devices. Users can access the same content
seamlessly on smartphones, tablets, computers, smart TVs, and other devices, providing a
more flexible and user-friendly experience.

Technological Synergy: Convergence leverages advancements in technology to create

synergies between different media forms. For example, the combination of the internet,
mobile devices, and streaming services allows for new and innovative ways of delivering and
consuming content.

User Interaction and Participation: Media convergence facilitates user interaction and
participation through features such as social media integration, comments, and user-generated
content. Audiences can actively engage with content, share their opinions, and contribute to
the creation of media, fostering a more dynamic and interactive media landscape.

Business Diversification: Convergence often leads to the diversification of media businesses.

Companies may expand their offerings beyond traditional media forms to include digital
platforms, streaming services, and other innovative content delivery methods.

Personalization and Customization: Converged media platforms can leverage user data to
provide personalized and customized content recommendations. This function enhances the
user experience by tailoring content to individual preferences and behaviour.
Economic Adaptation: Media convergence necessitates economic adaptation as traditional
business models may be challenged. Media organizations must explore new revenue streams,
such as digital advertising, subscriptions, and partnerships, to remain competitive in the
converged landscape.

Globalization of Content: Convergence facilitates the global distribution of content, allowing

media to reach audiences around the world. Digital platforms and streaming services enable
content creators to reach a diverse and international audience without the limitations of
geographical boundaries.

Media Literacy Challenges: The convergence of media forms requires individuals to develop
media literacy skills to navigate and critically evaluate content across various platforms.
Understanding how information is produced, distributed, and consumed in a converged media
environment becomes essential for media consumers.

Innovation and Creativity: Media convergence encourages innovation and creativity in

content creation and delivery. Content creators have the opportunity to experiment with new
formats, storytelling techniques, and interactive features, leading to the development of novel
and engaging media experiences.

In summary, media convergence functions as a transformative force, reshaping the media

landscape, fostering interconnectivity, and influencing how content is produced, distributed,
and consumed in a rapidly evolving digital age.
Its effect on consumer behaviour -

In order to understand how this convergence came to be, we must start where it began -- the
creation of the camera. Upon its introduction, only the most highly respected artists could get
their hands on a camera to assist them in replicating an image or to photograph prominent
figures. It wasn’t until the late 1800’s, when George Eastman started Kodak, that average
consumers were introduced to a compatible and affordable camera they could all enjoy. Even
at that time, cameras were still limited and were primarily being used to capture images of
loved ones and momentous events.

Flash forward to today, and you’ll find a visually-driven society where almost everyone
carries a camera in their pocket thanks to the development of smartphones. The advent of the
phone offered direct, hand-held access to the world (via the internet), and social platforms
were soon developed to help consumers share all aspects of their lives -- where they were,
what they were wearing, etc. The rise of early social channels like MySpace and Facebook
provided a platform for consumers to easily share content, and early success drove further
innovation with the likes of Instagram, Pinterest and Snapchat. In fact, Instagram users now
share more than 95 million photos and videos every day. Because of this, social media has
become a driving force for advances in camera technology as phone manufacturers recognize
the power of visuals and focus their attention toward building superior cameras. For many
today, the iPhone can replace a compact camera because it’s convenient and produces high-
quality pictures.

PROMOTED

As consumers continue to center much of their lives around creating and sharing content for
social platforms, it has significantly impacted how they interact with brands and make
purchasing decisions. For a long time, people were inspired by what they saw on television
because it was their primary method for consuming content. Although they may still be
effective, commercials can often be skipped altogether due to paid platforms like Netflix and
Amazon or services like DVR. Alternatively, social platforms offer opportunities for
inspiration during every interaction without the worry of being bypassed, whether consumers
are browsing a friend’s recent post or scouring a favourite blogger’s feed. These actions help
inform buying decisions because people are influenced by what they see -- a great pair of
shoes on a brand’s account, a recipe from a favourite chef, flowers from a friend’s wedding,
etc. The difference between TV and online is that the digital world offers the ability to take
action from within the same device that’s already in hand -- no need to power up the
computer, reach for the phone or walk to the nearest store.

This immediate access opens new doors for both consumers and brands. On the brand side,
marketers can leverage AI-powered visual listening to “see” images people are sharing,
posting and consuming. With consumers sharing emojis alongside their posts, brands have the
added ability to know whether the consumer had a positive or negative experience. On the
consumer side, we’re already seeing direct connections being made with visual search tools
such as Pinterest Lens, which enables consumers to find visually similar items available for
purchase by uploading a photo from their stream or taking one on the spot.

The convergence of social media, visuals and e-commerce are prompting this shift in
consumer buying behaviour, presenting great opportunities. The key to success is finding a
way to influence those decisions by embracing visuals and creating cohesive experiences that
combine social media, visuals and purchasing. Brands that take advantage of this opportunity
by leveraging visuals to help consumers make a purchase through an image the second
they’re inspired -- no matter what platform they’re on -- will be the most successful in the
end, whereas brands that fail to adapt to this changing landscape may be left behind.