Media convergence
Media convergence refers to the blending of previously distinct media sources and technologies, largely driven by advancements in digital technology and the Internet. This transformation has unified various information platforms, such as newspapers, television, radio, and film, allowing for greater accessibility and interaction. For instance, newspapers now offer online editions, while films and television shows often have fan-created websites and content. The emergence of smartphones as multifunctional devices exemplifies this convergence, enabling users to access a wide range of media services from a single platform.
Historically, media operated in separate silos until the late 20th century when the rise of the Internet began to change this landscape dramatically. Mergers among major media corporations further fueled this trend, leading to the sharing of content across multiple platforms, which reduced operational costs for companies. While traditional media still dominate, the rise of user-generated content has diversified the landscape, allowing individuals to produce and share their own media without intermediary approval. However, this democratization raises concerns over the accuracy and accountability of information, as many online sources lack traditional media's regulatory oversight. Overall, media convergence represents a significant shift in how content is produced, distributed, and consumed in the digital age.
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Media convergence
Media convergence is the merging of information sources and technologies that had previously been distinct entities. It has transformed the information industry, connecting newspapers, television, radio, and film under a digital umbrella made possible by the popularity of the Internet. Examples of this include newspapers that can be accessed online, films and television shows with fan-created websites, and music and books that can be digitally downloaded. The trend has promoted a shift away from traditional media distribution methods toward more digitally friendly and multimedia content. It has also led media corporations to stretch their content over multiple platforms, resulting in a reduction in operating costs.
Background
For centuries, the written word was the only form of media in existence. It was in the late nineteenth and early twentieth centuries that technological advancements introduced the first forms of electronic media—film, radio, and television. There was some crossover between print and early electronic media; however, these were more cooperative efforts than true mergers. For example, Time magazine sponsored a series of news documentaries on radio beginning in the early 1930s. These documentaries, called The March of Time, made the jump to newsreels played at movie theaters in 1935, and they were shown until the early 1950s.
With the explosive growth of television in the 1950s and 1960s, the average person could choose to access information from a variety of sources—newspapers, magazines, radio, and television—but these sources remained separate industries. That began to change at the onset of the computer revolution. The precursor to the Internet was developed in the late 1960s, and a decade later, a primitive version of the World Wide Web was available for those few who owned home computers. In 1980, a group of Associated Press newspapers joined with the first dial-up Internet service, CompuServe, in an attempt to utilize the new technology. Ohio's Columbus Dispatch was the first newspaper to put its content online, and it was soon followed by ten others. Since there were not enough home computers available to make the service profitable, the online experiment lasted only two years before being cancelled.
The media landscape changed radically in the 1980s with the creation of twenty-four-hour cable television news stations. In the 1990s, the home computer industry took off and with it the Internet became more prevalent in the average household. One of the first major newspapers to publish its content online was the Chicago Tribune in 1991. By 1998, about 750 daily newspapers in the United States had online editions. Magazines, television networks, and cable news outlets followed suit. By the twenty-first century, almost all legitimate news sources had an online presence.
Overview
The convergence in media sources was fueled by the rise in corporate mergers among media companies as large companies tried to gain a foothold in the new business environment. One of the first mega-deals was the 1989 merger of Time Inc. with Warner Communications to form Time Warner. In 1995, the Walt Disney Company joined with the ABC television network; CBS merged with media giant Viacom in 2000; and NBC joined with Universal Studios in 2004. Not all corporate mergers were successful, however. In 2000, the largest Internet provider of the time, America Online (AOL) purchased Time Warner for $186 billion. A declining market for dial-up service damaged AOL's business, and the corporate marriage was dissolved in 2009.
At the start of the trend toward digital media, most content was distributed in a top down manner—news and entertainment providers disseminated content of their choosing "down" to their audience. While many traditional news outlets still employ this approach, they also allow a forum for users to add their own voices. This can take the form of comments on social media or a company website or user-generated content, such as blogs or videos. Media that was once exclusively printed has also branched into video production. Many newspapers and magazines now accompany online versions of their print articles with in-house video reports or links to related video content from other sources.
Technological innovations have also allowed users to produce their own content and distribute it online. Rather than rely on submitting their work to an agency or company for approval, authors, filmmakers, and musicians can publish or upload their work on social media platforms such as Facebook or X (formerly Twitter) or on content-sharing sites such as YouTube. While this allows for a more diverse selection of media, it also raises concerns of accountability. Many of these sources are not regulated and do not adhere to predetermined ethical standards as does traditional media. As a result, the accuracy of some online content has been questioned, with false and misleading reporting becoming more commonplace.
One of the perceived benefits of modern media convergence is that companies can share content across platforms with minimal additional cost. An article a newspaper publishes in its print edition can be instantly transferred to its online version without the expense of ink, paper, or running a printing press. Photographs or video can be produced digitally and can be uploaded to the Internet without having to first pass through a physical production process. Cable news networks often include the televised report on a subject with a written online account on their websites. Broadcast media outlets can share programming across their family of networks and also make it available for users to watch on their computers or mobile devices. Companies that at one time were exclusively computer-based are also producing content in other mediums. For example, Apple Inc., which introduced one of the first home computers in the 1980s, began selling digital music downloads in 2003 and grew to become the world's leading music distributor by 2010.
The proliferation of user-generated content can also be used by media companies as additional forms of publicity for their products. Many reality television shows rely on online voting to help determine their outcomes. Fans of such shows also drum up interest by posting on social media, making online videos, and visiting fan-created websites. Many movies, books, and musicians also have online content created and distributed by their fan bases. These can include websites dedicated to a certain musician or fictional character and online reviews of films, shows, or video games.
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