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Media Convergence
Re-shaping the analysis of television
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About the Author: Henry Jenkins
• Born June 4 1958, Atlanta Georgia
• Provost’s Professor of Communication, Journalism, and Cinematic Arts at the University of Southern California
• Editor/Author of
12 books
• Blogs at:
http://henryjenkins.org
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• Convergence of Media
– Intersection of old and ‘new’ media
– Vanishing distinction between media participants (active/passive) blends: user produced mediaprodusers, viewsers
• Black Box Fallacy
– Narratives expanded so they no longer “can” be contained in a single medium and consistent interaction with viewers
• Affective Economics
– Emotional bonds “product &
consumer”
• Collective Intelligence
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Convergence Culture
• Interdependency of
communication systems
• Mixing media :
the way we see,
think about and
use media
“…where grassroots and corporate media collide, where
the power of the media producer and the power of the
consumer interact in unpredictable ways.” (Jenkins)
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Black Box Fallacy
“Old media are not being displaced. Rather,
their functions and status are shifted by the
introduction of new technologies”
(Jenkins)
• The doomsday-like prediction
that the convergence of media
leaves one single black box.
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TEXT
Paratext
EPITEXT
PERI-TEXT
PERI-TEXT
Intertextuality
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Affective Economics
• Relationship between
network, sponsor & viewer
• Associative marketing:
emphasizing the viewer’s
emotions
builds on the relationship between the network, sponsor and viewers. Using associative advertising or lifestyle marketing to configure the marketing
• American Idol:
• Coca-Cola products & paraphenelia
• AT&T Wireless phone & text message votes
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Collaborative Authorship
• Social Media
• Youtube, Vimeo extending possibilities for release of “amateur” products
• Fan-editing
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Collective Intelligence
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Additional/Exterior meaning can be FOUND
by those who seek and join information pool