Media Convergence - a Perspective
&resnumMeasurement of Media in the Age of Convergence
Term Paper – Advanced Audience & Media Research
Mansi Saxena (200829A)
1|P a ge
EXPLORING METHODOLOGIES, IDENTIFYING CHALLENGES, AND EVALUATING ALTERNATIVES
INTRODUCTION:
Convergence in Media can be defined as the “realm of possibilities when co-operation occurs between print and broadcast for delivery of multimedia content through use of computers and the internet.” (Gordon, 2003). The definition of convergence has undergone various changes and adaptations in context of media over the past decade. Per say, the term is elusive and vague. Some other definitions of Convergence in Media are: According to Missouri Group, Convergence is defined as the practice of sharing and cross promoting content from a variety of media, some interactive, through news room collaborations and partnerships. On the other hand, in 2001, Seib suggested that Convergence involves marrying the slick format of television to the almost infinite information providing capacity of the internet. The schools of thoughts, opinion leaders, and industry experts have been dealing with this buzz word for a while now, and the reactions to this have been across extremes. While some see the future in convergence, others view it as a mess. However, one common concern amongst all media professionals across the world is to understand the effects of convergence in media. This paper tries to understand the various need-gaps and challenges which exist in the measurement of a convergent media; it also looks at some identified methodologies and finally explores some other schools of thoughts on the very definition of Convergence.
2
LITERATURE REVIEW:
INTEGRATING NEW MEDIA AND OLD MEDIA: SEVEN OBSERVATIONS OF CONVERGENCE AS A STRATEGY FOR BEST PRACTICES IN MEDIA ORGANIZATIONS - BY GRACIE LAWSON-BORDERS, SOUTHERN METHODIST UNIVERSITY, DALLAS, U.S.A
This paper tries to establish that the primary goal of convergence in media is to integrate
Term Paper – Advanced Audience & Media Research
Mansi Saxena (200829A)
1|P a ge
EXPLORING METHODOLOGIES, IDENTIFYING CHALLENGES, AND EVALUATING ALTERNATIVES
INTRODUCTION:
Convergence in Media can be defined as the “realm of possibilities when co-operation occurs between print and broadcast for delivery of multimedia content through use of computers and the internet.” (Gordon, 2003). The definition of convergence has undergone various changes and adaptations in context of media over the past decade. Per say, the term is elusive and vague. Some other definitions of Convergence in Media are: According to Missouri Group, Convergence is defined as the practice of sharing and cross promoting content from a variety of media, some interactive, through news room collaborations and partnerships. On the other hand, in 2001, Seib suggested that Convergence involves marrying the slick format of television to the almost infinite information providing capacity of the internet. The schools of thoughts, opinion leaders, and industry experts have been dealing with this buzz word for a while now, and the reactions to this have been across extremes. While some see the future in convergence, others view it as a mess. However, one common concern amongst all media professionals across the world is to understand the effects of convergence in media. This paper tries to understand the various need-gaps and challenges which exist in the measurement of a convergent media; it also looks at some identified methodologies and finally explores some other schools of thoughts on the very definition of Convergence.
2
LITERATURE REVIEW:
INTEGRATING NEW MEDIA AND OLD MEDIA: SEVEN OBSERVATIONS OF CONVERGENCE AS A STRATEGY FOR BEST PRACTICES IN MEDIA ORGANIZATIONS - BY GRACIE LAWSON-BORDERS, SOUTHERN METHODIST UNIVERSITY, DALLAS, U.S.A
This paper tries to establish that the primary goal of convergence in media is to integrate
References: 1. Integrating New Media and Old Media: Seven Observations of Convergence as a Strategy for Best Practices in Media Organizations, by Gracie Lawson-Borders, Southern Methodist University, Dallas, U.S.A. 2. The Convergence Continuum: A Model for Studying Collaboration Between Media Newsrooms, by Larry Dailey, Lori Demo, Mary Spillman, Newspaper Division of the Association for Education in Journalism and Mass Communication, Kansas City, Missouri, 3. Pathways To Measuring Consumer Behavior In An Age Of Media Convergence, by Stacey Lynn Koerner, David Ernst, Interactive Media North America & Henry Jenkins, Alex Chisholm, MIT Comparative Media Studies. 4. Convergence? Try fragvergence, by Sam Smith, BBC 5. Measuring Convergence; http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=9964 6. Fragvergence: http://fragvergence.blogspot.com/ 7. Media organizations and convergence: case studies of media convergence pioneers http://books.google.co.in/books?id=MAjrrNwaJcC&pg=PA4&lpg=PA4&dq=measuring+convergence+of+media&source=bl&ots=he HycpK3_k&sig=k739hmBUhbZmVYEc1DyJXGiuS0k&hl=en&ei=lYqvSvbSEYrk7APk9nnDA&sa=X&oi=book_result&ct=result=8#v=onepage&q=measuring%20conve rgence%20of%20media&f=false 24