convergence journalism
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Convergence JournalismTRANSCRIPT
7/21/2019 Convergence Journalism
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Convergence Journalism
7/21/2019 Convergence Journalism
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Taking place in many levels
Convergence of media
Convergence of industries
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What is it?
Convergence can be best described
as the fusion of all forms of media
And as it incorporates these various
forms, it thus becomes a medium in &
of itself
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Convergence
We live in a world of communication
revolution
What is happening in this field has beendescribed as
All modes of communication we have devisedsince the beginning of mankind are comingtogether into a single electronic system driven bycomputers
The process of convergence is taking placewith anytimeanywhere availability of voice,data & video
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What makes it possible
!ew digital communication technology
"igitali#ation & computeri#ation have
facilitated the process of mediaconvergence
Computeri#ed communication is part ofevery medium$s operation today
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Therefore, the water tight
compartmentali#ation of various
media is a futile e%ercise
"igitali#ation opened new possibilitiesfor creation of services within &
beyond the framework of traditional
communication sectors
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"igital communication has reduced
information into discrete, identifiable &
more easily transferable pieces ofinformation
t also efficiently ma%imi#es thetransfer of information by allowing
more signals to move through a single
communication path
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!etwork convergence utili#es this
attribute of digital communication to
efficiently & effectively distribute differenttypes of informationvoice, data & video
on the same communication network
'edia convergence is leading to the
death of time & space which is in a way
assisting the process of globali#ation bymaking what is global as local & what is
local as global
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'edia convergence and
(lobal village
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Today$s world is aptly described as a
global village in which a web of
information networks interconnectsindividuals in nearly instantaneous
global communication
Canadian 'edia (uru coined the
term global village in the year )*+
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-e proclaimed a sort of borderless
world in which communication media
would transcend the boundaries ofnation
Time has ceased, space vanished. itis a world of simultaneous
happening of all at oneness
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-e correctly saw different media
working together or converging to
form a global village
n the global village information &
e%periences are freely available for allto share
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(lobal village is a world interconnected
by internet, world wide web & new
communication media which is creatinga more or less uniform global culture
characteri#ed Americani#ation &
westerni#ation
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The advent of satellite channels,
global news networks & nternet
brought drastic changes in the mediaenvironment from )** onwards
The definition of news changed fromsomething that has happened to
something that is happening at the
very moment you are hearing orwatching it
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/esult of media convergence
01ush & 1ull$ media are controlling the media
direction as the importance of word is declining
2roadcast T3 is the push medium wherein a
select band of producers decide what content isto be created, create it & push it down to the
audience
The web is a pull medium as nothing comes to
an audience unless he4she choose it & click on
to it to pull it down on the computer
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The era of passivity is over, while
interactivity takes the norm
nteractivity did not begin with the
nternet rather began with the advent of
remote control when the audience wassitting in the drivers seat as co
producers
nstead of an entire program viewing,
viewers saw content in 56 mnt segment
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nteractivity takes a different for
today, interactive T3, radio7
2uy products while watching it on T3,
or the likes
1articipate in program content
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The growth of global media
8n the other side
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n )** media started to operateacross national borders & have a
greater impact on national cultural
systems
'ergers & ac9uisition took place
among the global media giants
t is a battle of si#e
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Attaining a giant si#e is only one part
of the story
After relegated to a certain si#e, the
corporate strategy shifts to ways of
making it more self sufficient, throughvarious internally promoted cross
promotions or through what is known
as synergy
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C!!A8:, Time WarnerTurner,
"isneyA2C, 2ertelsman/andom
-ouse, American 8nline!etscapeetc
Cross promotion of various mediabrands through synergy was the basic
business strategy behind all mergers
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"isney brought A2C for broadcasting
its movies & cartoons
Time Warner purchased Turner
2roadcasting for cross promoting its
maga#ines & films on C!!
Time Warner & American 8nline have
merged for promoting the products ofC!! through nternet
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The attitude of media industries changed
They were no longer interested in beingthe biggest or most successful
They had to be more to build their
potential empires across sectors
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;our ma<or types of ownership was found to
develop
Chain
3ertical
Cross mediaConglomerate
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3ertical
A corporation owning& operating a largecity daily may alsoown & operate other
media, news &advertisingsyndicates, a papermill & atransportation systemetc=
These alliedinstitutionscontribute to thesuccess of thenewspaper
t indicates that amedia company
monopoli#es theproduction of theingredients that gointo the making ofthe media products
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Chain
When more than one newspaper
published by the same establishment
from more than one centre=
The same media company owning
numerous outlets in a single medium
>% Chain of newspapers, a series of
radio stations etc
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Cross media ownership
When the same company owns
several media outlets
>% radio & T3 stations along with
newspapers, maga#ine, music,
dotcom etc
/upert 'urdoch !ews Corporation ltd
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Conglomerate ownership
@everal business one of which is
media business
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The result
"eregulation
'ost of the owners of media areowners of nonmedia products as well
"isney have significant business
interests in the running of 5 othernonmedia concerns including 2oying& ahoo
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The "irectors of !ew ork Times have
active business relationships with )*
business concerns including ;ord'otor Company, Johnson & Johnson
1epsi Co=
The result is that the media
corporations are often forced to
protect the business interests of transnational, thereby pushing the interest
of the audience to the background
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'ore powerful & wealthy the media
giants are, poorer is the prospect of
plurality & democracy
n an ad based, profit driven commercial
media, public space for informatione%change & discussions, that are so
essential for democratic processes &
freedom of e%pressions is fast shrinkingleading to weakening of public
broadcasting system
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The rapid changes in the global media
systems has resulted in the formation of
advertising based media
54Bth of global ad spent is by large
T!C
n case of print media DE revenue
comes from ads, so much so that eveneditorial space is compromised
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Advertising & product variation becameprimary competitive weapons of
corporations in place of cut throat pricecompetition to protect & e%pand theirmarket shares
As advertisers are the ultimate contentfunders, the most important transactionin the media market place does not
involve media corporations sellingcontent to audiences but sellingaudience to sponsors
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Thank you