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Starter Task

What does Convergence mean?

What are the two different kinds of media

Convergence and how do they differ fromone another?

What is Synergy?

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ConvergenceConvergenceConvergenceConvergence

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TechnologicalDeterminism

The introduction of new

media technologies havesignificantly changed theways in which audienceconsume and interactive withmedia texts.

Thorstein Veblen

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Daniel Chandler The technological determinist view is a a

'technology-push' theory rather than a'demand-pull' theory.

Technological determinists...say that

technologies such asthe computer'changed society'.

The entire form of society is seen as beingdetermined by technology: new technologies

transform society at every level, includinginstitutions, social interaction andindividuals.

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Personal Computers (PCs), through the

process of technological convergence,are rapidly becoming the SoverignProvider for most forms of mediaentertainment. Discuss what you think thisstatement means.

[You have 5 minutes to discuss this]

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Marshall McLuhan: The

Medium Is The Message(1964)

The form of a medium embeds itself in

the message, creating a relationship bywhich the medium influences how themessage is perceived by audience.

A medium affects the society in which itplays a role not only by the contentdelivered over the medium, but also bythe characteristics of the medium itself.

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McLuhans theory is especially relevant to

the Internet and the World Wide Web. The fact that audiences can now become

producers, or can swap content at willchallenges traditional hegemonicstructures.

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How has the Internet challenged, or

undermined traditional media hegemonicstructures?

[You have 5 minutes to discuss this]

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Technological Convergence

the coming together ofinformation and communicationtechnologies, especially the

merging of telecommunicationsand traditional mediatechnologies, to create new waysof producing, distributing and

using knowledge, information andentertainment.

P.J. Fourie

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Multimedia PCs.

Multimedia PCs are a prime example oftechnological convergence and are rapidly becoming

the sovereign provider for media consumption.

What media activities can be carried out using a

multimedia PC?

[You have 5 minutes to discuss this]

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Multimedia PCs.

Game playing: Either in the form of DVDs, or on-line, e.g. MMORPGs. Watching/downloading/streaming video:

Downloading/streaming music

Sharing music/video/games/software

Digital Photography

Digital Video -Creating Mashups, Machinima etc.

Music composition, editing, recording and distribution

Communication/Socialising: fax, email, WebCam, chat rooms, bulletinboards, Social Networking, blogs, Micro-blogging (Twitter), Podcasting,Video (YouTube) or by creating your own website.

Desktop Publishing

e-commerce

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Smartphones.

Smartphones are also a primeexample of technological

convergence and are also

rapidly becoming the

sovereign provider for mobile

media consumption. What

media activities can be

carried out using aSmartphone?

[You have 5 minutes to

discuss this]