1 ABCT2103 Topic 6
Convergence
1. Define the concept of convergence in new media technology;
2. Analyse the types of convergence;
3. Discuss the different features of convergence; and
4. Identify the elements of convergence in new media technology.
INTRODUCTION
The development and advancement of media technology has led to a
phenomenon referred to as “convergence”. We are now seeing the delivery of
multimedia communication across a range of networks that was traditionally
separated. This innovation helps us extend access to a much broader range of
affordable services.
Convergence is a fact. It is no longer a trend and it will take us
further. Convergence is a word that we always hear when we talk about new media
technology. ICT firms have also begun adopting converged business models and
expanding to non-traditional services. It brings together the computing,
telecommunication, and media and information services.
In this topic, our discussion will emphasise on this concept which may
be considered as one of the important elements in new media technology. Through
this topic, you will have a better understanding of the convergence concept as
well as the types and the various applications.
ACTIVITY 6.1
Some people say that converged devices are frequently less functional
and reliable than their component parts. As the functions in a single device
escalates, the ability of that device to serve its original function decreases.
As a user of new media, what do you think of this opinion?
WHAT IS CONVERGENCE?
The convergence factor changes everything. It offers efficiency that
could never be realised before. This feature has a significant impact on ICT
sectors and has influenced media technology that keeps changing from time to
time. It brings things together in a common format or in the same space.
Nowadays, we are surrounded by a multi-level convergent media world
where all modes of communication and information are continually reforming to
adapt to demands of technologies.
Figure
6.1: New media products resulting from the process of convergence.
Convergence is seen as one of the important elements of new media
because it consists of the 3Cs: Computing and Information Technology;
Communication Networks; and Digitised Media and Information Content. Table 6.1
gives you several definitions of convergence.
Table 6.1: Definitions of convergence
Scholar
|
Definition
|
Henry Jenkins (2006)
|
Convergence should be understood primarily as a technological process
bringing together multiple media function within the same device.
|
Rajendra Singh and
Siddharta Raja (2010)
|
Convergence is a process driven by technology and demand
and resulting from serviceÊs providers adopting new technologies and
business practices.
|
Alex Shneyderman and
Alessio Casati (2008)
|
Convergence is an act of a transition of two or more dissimilar
entities to become similar.
|
Gracie Lawson-Borders
(2006)
|
Convergence as the realm of the possibilities when cooperation
occurs between print and broadcast for the delivery of multimedia
content through the use of computers and the Internet.
|
Palviks (2004)
|
Convergence is the coming together of computing, telecommunication,
and media in digital environment.
|
Green Paper on
Convergence European
Commission, 1997)
|
The ability of different network platforms to carry essentially
similar kinds of services or the coming together of consumer
devices such as the telephone, television and personal computer.
|
According to Christian Saxtoft, different authors define convergence
differently yet are usually complementary:
The “technology author” - Convergence identifies a general pattern in
the evolutionary process, namely the tendency to bring entities together, for
example the coming together of classical telecommunication, the Internet,
information technology and broadcasting, the ability to offer multiple services
on a single network or the ability to offer the same service via more than one
medium.
The “media author” - The flow of content across multiple media
platforms, the cooperation between multiple media industries, and migratory
behaviour of media audiences who will go almost anywhere in search of the kinds
of entertainment experiences they want.
Some researchers divide the concept of convergence into three levels:
technological level, the industry level and the service level. Others divide
media convergence into four levels: industrial level, distribution level,
technological level and product level. Generally, we can divide convergence
into three levels, such as follows (Flew, 2004):
1. Functional convergence - Information and media content processed
through computer-based information technology systems and carried to its
end-users across broadband communication networks.
2. Industry convergence - Involves a series of takeovers, mergers, and
strategic alliances that strengthened linkages between the computing and IT
industries, telecommunications companies and the media sectors.
3. Convergent products and services - Forms of media and information
content that take advantage of a networked broadband infrastructure, the
capabilities provided by digitalisation, and the scope for interactivity user
customisation of services.
ACTIVITY 6.2
Based on the three levels of convergence discussed above, provide the
appropriate examples for each level. What do you think of each of those
convergence levels? Discuss.
Generally we can define convergence as the interlinking of computing and
other information technologies, media content and communication networks
(Figure 6.2). This happens because of the evolution of the Internet as well as
the activities, products and services that have emerged in the digital media
space.
Figure
6.2: The convergence.
Figure
6.3: Digital book that we can access from the
International
Children’s Digital library
6.2 CONVERGENCE OF TECHNOLOGY
The development of technology had driven companies to converge, and to
create demand for new products. Now we have 3G in phones. We also can watch
television on the mobile phone or computer. We also can make phone calls from
our personal computers.
The convergence seems to be blending many types of technologies into
one. Manufacturers are now integrating more advanced features such as video
recording, GPS receivers, data storage, and security mechanisms into the
traditional mobile phone.
Many of us have mobile phones that we use for other features besides
what the phone was originally intended for - giving someone a call. We manage
our e-mails, we listen to music, we take photos of our friends and family, and
we Google for information or we find our location via GPS applications.
This technological convergence is a result of the rapid developments in
the electronic industry, where processor speed, memory capacity and miniaturisation
has given us new opportunities. It involves digitalisation of communication and
the falling cost of computing.
Adner and Levinthal (2000) define technological convergence as the
unification of formerly distinct technologies into a common application domain,
which one of the antecedent technologies is applied. Technology convergence,
can be seen as a trend in which different hardware devices such as TVs,
computers and phones merge and have similar functions. It is a major source of
new opportunities, innovation, and value creation.
In this digital era, we can see many technical foundations in ICT which
involves the convergence of the technologies of telecommunication, data
communication, and mass communication to produce one single digital
communication infrastructure. With this innovation, all our activities can be
linked including online and offline communication.
Figure 6.4: Convergence in telecommunication, data communication, and audio visual
mass
communication. Source: van Djik,
2006
6.2.1 Convergence in Telecommunication.
Traditionally, telecommunication is based on circuit switching where the
permanent link is kept open between exchanging calls, text, and data. The link
has to be switched on and off and was done by operators. However, the
technology changed and the evolution of switching has been accompanied by
digitalisation. The development of telecommunication begun with fixed telephony
then was gradually replaced by mobile telephony that has been through several
developments and advancements.
Mobile telephony started with the analogue cordless cellular phone and
car phone, followed by digital mobile phones that comprise GSM (Global System
for Mobile communication). Subsequently, the second generation mobile phone was
developed which included GPRS (General Packet Radio Service) that offers not
only cheaper facilities for Short Message Service (SMS), but also MMS (Multi
Media Messaging) and mobile Internet web pages.
The third generation of mobile phone offers broadband communication that
make streaming video and multimedia Internet application available on laptop.
The development keeps improving which not only enables the transmission
of pictures and video on the phone, but the introduction of the videophone and
video or audio conferencing in fixed telephony. With all these features, the
telephone is not only connected to the computer but also to the audiovisual
media.
6.2.2 Convergence in Data Communication.
Data communication refers to “a type of communication using technical
media to exchange data and text in the form of computer language” (van Djik,
2006: 48).
The advancement of technology improves data communication from
connection between large computer centres to connection between computers
working on their own or in local units.
When the computer connects to the telephone network, it offers more
capacity and becomes completely digital. The computer is able to assist the
telephone with certain programmes that automatically call back, put
conversation and data through to another telephone or monitor.
Now, with DSL (Digital Subscriber Line) and the replacement of copper by
fibre optic wires, the transmission of audiovisuals and multimedia web pages
via telephone lines and presenting it on computers and television screens is
not impossible. Therefore, data communication networks are able to blend the
world of audiovisual and television by using telephone lines.
6.2.3 Convergence in Mass Communication
Television programmes are usually accompanied by a parallel flow of
information. The creation of interactive television, or also known as ITV,
provides us with the opportunity to respond to programmes. Nowadays, we also
have seen television channels that combine with the Internet (via e-mail or
website) or telephony as a separate return channel.
Furthermore, the rise of local, corporate and personal radio,
television, and websites are breaking up centralised broadcasting. Corporate
TV, intranets or extranets for text and data and multimedia websites with
streaming video may be produced by anybody including businesses, government
agencies, and individual producers themselves.
Computer gaming with high-quality audio and video is available on the
Internet in web-gaming. Video conferencing has become a type of communication
in digital era. With this technology, the message of mass communication can be
exchanged easily among groups.
ACTIVITY 6.3
According to PricewaterhouseCoopers, the end-user (the consumer) is
driving convergence. How might this happen? Discuss the factors that might lead
to this.
6.3 CONVERGENCE OF SOFTWARE
APPLICATIONS
We always use software to store data or other programmes for future use.
And one that we might be familiar with is the application software which
includes end-user applications of computers such as word processors or video
games and ERP (Enterprise Resources Planning) for groups of users.
Different application software offers different functions based on users
and the area it serves. This type of software is developed for certain purposes
which either can be a specific programme or a collection of programmes, such as
a graphic browser or the database. The applications can include business
software, gaming, educational software, telecommunication, image editing, and
others.
Now, the development and advancement of technology bring us to
convergence software applications which are widely seen in web applications.
For instance, applying Google Maps to real estate data to map the available
homes in a particular community.
Besides that, convergence has made it possible for the emerging of
social software that encompasses a range of software systems where it allows
users to interact and share data. Many of these applications share
characteristics like open application programming interface, service-oriented
design and the ability to upload data and media. These software applications
include communication tools and interactive tools.
Convergence always refers to the use of two or more modes of
computer-mediated communication that at the end will create the formation of a community
that we call “online community”. It is created by combining one-to-one (such as
IM or e-mail), one-to-many (weblogs) and many-to-many (wikis) communication
modes. With these applications, some groups schedule their real life meetings
and in the process become "real" communities of people that share
physical lives.
Figure
6.5: Habbo, one of the „virtual worlds‰ that imitates the real world.
For instance, this can be seen in “virtual worlds” where it is possible
to meet and interact with other people in a virtual environment just like the
real world. The user usually manipulates an avatar through the world and begin
interacting with others using chat or voice chat. They can also play games and
create things in this world.
6.4 CONVERGENCE OF MEDIA
Convergence of media is always seen as the merging of capabilities of
each individual media channel aided by technology. It involves the expansion of
channels to content combinations. This process creates the ability for an
increasingly diverse range of content to be delivered through a range of media
channels. For instance, unlike the traditional delivery of TV programmes
through the television, we can now receive TV programmes not only on a TV, but
also a mobile phone, a computer, and an iPod. We also can listen to radio and
watch television programmes via the Internet.
According to Jenkins (2006), “it is where old and new media collide,
where grassroots and corporate media intersects, where the power of media
producers and power of media consumers interact in a predictable way”. It is a
process whereby new technologies are accommodated by existing media and
communication industries and cultures.
We can see the convergence of media as an expression of forms (e.g.
text, sound, pictures, animations) and content, which have largely been
considered separate, and can now be combined and thus converged into
multimedia. This process enables one medium to borrow expression forms and
styles from another medium and thus refers to the media’s ability to converge
(Brond & Bach Mosebo, 2004).
Home phones are combining networking, video, computer ready, and
information bases. They have had for years built answering machines into
telephones. Hand-held devices are combining computing power, graphics, video,
music, networking, email, phone, and so on.
The process of convergence is actually blurring the distinction between
media, even between point-to-point communications such as post, telephone, and
telegraph, and mass communication such as the press, radio, and television. In
the past, services that were provided in separate ways may now be provided in
several different physical ways.
For instance, Internet Protocol TV (IPTV) blurs “Internet” and “television”
media by recombining both media in a new distribution mode over various
platform and access devices. IPTV combines a managed Internet broadband network
with elements of traditional TV, in term of content, scheduling, and packaging
for us to view. This new media also innovates an existing „television‰ cultural
form.
Similarly, the publishing industry also seem to take the opportunity to
produce their print media such as magazines, newspapers and books in digital or
electronic form. Now, we not only can read texts in front of the computer
screen but also listen to the sound effects or background music and interact
with the content through the interactive elements that have been implemented in
it.
We know that the traditional or old media such as newspapers, magazines,
radio, and television are obviously distinct and separate. With the convergence
of media due to technology advancement, many newspapers for instance, now have
online presence and some of them have blogs.
Figure
6.6: Digital storytelling that converge sound, text, and video
Source:
www.inanimatealice.com
Convergence shows that the way people use the media are fragmenting.
Traditional media have started to expand into online and mobile media.
Furthermore, the introduction of broadband policy by government will
create more opportunities and increase public access to what Jim Dywer refers
to as the “internet worked” media and communication platform.
ACTIVITY 6.4
The convergence of media is always seen as a good thing. It offers
benefits to us as consumers.
1. Discuss the benefits that we gain from this convergence process.
2. Discuss the disadvantages from convergence.
3. Sometimes convergence gives us too many options in terms of the uses
of new media In your opinion, how should we choose to use it?
6.5 CONVERGENCE OF CONSUMPTION
ACTIVITY 6.5
1. How do you get information about current issues or news?
2. State how often do you use the following media to get information
about news:
3. Do you use only one type of media to get information or news?
(a) Newspaper;
(b) Radio;
(c) Television; or
(d) Blog.
Give the reasons to your answer.
Convergence, usually technological, will have consequences in other
forms, including convergence in use. Media audiences response to innovation in
ICTs based simply on the new capabilities of ICTs. With the new technologies
created, a change is taking place in the consumption of media among the
audiences.
We now see the convergence of consumption where it is different from the
traditional mode of media consumption. Before this, users always used a
singular activity with media at one time. Now, this has changed into a shared
environment.
Typically, televisions were the medium for us to watch our favourite
programmes. However, nowadays we can also watch those shows on the Internet. As
an example, we can now view television programmes repeatedly through
www.tonton.com.
Printed newspapers used to be the main media to read news. Now, although
many of us still read newspapers daily, we also read the news through online
newspapers especially to get updated news. And some of us will use new media
technology such as blogs to get more detail of some news or issues.
Personal computers are generally used as the mode of access to the
Internet. But now, interestingly, the Internet can be accessed via a television
set. For instance, in Ireland, Unison set top technology was launched in
February 2000 as a “branding exercise”. The internet set top box is an
alternative internet platform available to domestic users and is instrumental
in this illustration of consumption convergence.
With the innovation of technologies, we see the migratory behaviour of
media audiences who will go almost everywhere in search of the type of
entertainment experiences that they want.
6.6 CONVERGENCE OF ROLES: USER, DEVELOPER, PRODUCER, CONSUMER.
Innovation in new media technology has blurred the roles of their users.
The roles can overlap and interchange easily. We can see the convergence of
roles in new media now.
In traditional or old media, there are clear distinctions between the
content producer or provider and media user. Content of media is provided by
many and various professionals such as reporters, writers, public relation
officers, publishers and others. This group of people are hired to do their job
to serve society via their works that they publish in the media. And the
content will be accessed by the users or target audiences.
However, with technology advancement, there is no clear differentiation
between the media users. Consumers are no longer a group of passive audience
who just receive all messages that are provided for them. Consumers may also be
media developers and consumers can also be content producers.
ACTIVITY 6.6
Try to view as many blogs as you can. Identify who are the bloggers.
Are they really professionals? Are they trained as journalists? What do
you think of this phenomenon?
Consumers like us may also become content developers and producers. By
using website design software such as FrontPage or Adobe Dreamweaver, we can
develop our own website without hiring qualified web designers. We can be a
webmaster and easily upload any information that we want to share with others.
6.7 CONVERGENCE OF DISCIPLINES
We always relate media with the media and communication discipline.
However, with the development of new technology and the combined nature of
media products, the discipline becomes broader and are now not limited to
communication only. We can see an obvious convergence of disciplines.
New media technology involves various media in a single product and they
always connect with network systems. Therefore, it also relates to multimedia
and information technology discipline.
Now, we can see many media curriculum and research projects involving
the three disciplines; communication, multimedia, and information technology.
In fact, some researches about new media are related to other disciplines such
as sociology, gender studies, political economy, politics, and languages. These
interdisciplinary research will further develop new knowledge in media and
communication studies.
6.8 EVALUATIONS AND IMPLICATIONS
Convergence brings innovation to media products. Existing communication
services and media products are gradually merging into joint multimedia
services. With this, different individual services are packaged for richer
experiences, as can be seen in the table below.
Table
6.2: The changes brought by convergence
Source:
Saxtoft, 2008
Media
Single Media
Multimedia
Service
Hearing (Auditory)
Sight (Visual)
Touch (Kinaesthetic)
Telephony
Broadcast Radio
Printed Media
Messaging (Vibrating Alert)
This innovation is both inevitable and necessary. We can see that it is
necessary economically because in some ways it can reduce the price and the
audience may gain more benefits in one single product. But there is a claim
that convergence in one domain, such as the productive/technological, will have
inevitable consequences in another, usually convergence in use. In the
household, consumer responses to innovation in ICTs diverge repeatedly from
technical forecasts based simply on new capabilities of ICTs. But, some
innovations are rather small and little but consumers tend to be attracted to
all new things. That makes them consume more media products at the same time.
The success and failure of new technology depends on how it will be used by the
audiences.
However, the convergence in the digital communications environment and
the merging of the computer, television and telecommunications industries has
led to the vying for a slice of the market which includes telephone, cable
television, entertainment, broadcasting, and newspaper companies, as well as
satellite, software and computer companies. These companies come from a variety
of industries, and are divided generally along the lines of being either
content producers or technology creators, although these lines are continuously
blurring.
The formerly separated worlds of publishing, broadcasting, cable and
computing are rapidly converging, both in terms of ownership and in
cross-industry collaboration.
- We can define convergence as the interlinking of computing and other
information technologies, media content and communication networks.
- Some researchers divide the concept of convergence into three levels:
technological level, the industry level and the service level.
- Generally we can divide convergence into three levels such as:
functional convergence; industry convergence; and convergence of products and
services.
Communication
Convergence
Information Technology
Internet
1. Convergence consists of the 3Cs. Explain.
2. Find two (2) other definitions of convergence besides those given in
this topic.
3. Explain these types of convergence:
(a) Functional convergence; and
(b) Industrial convergence.
1. According to Jenkins “it is where old and new media collide, where
grassroots and corporate media intersects, where the power of media producers
and power of media consumers interact in a predictable way”.
What does that statement mean? Discuss.
2. Discuss the implication of convergence to the following:
(a) Consumer;
(b) Media industry; and
(c) Law and regulations.
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