Media convergence is one of the basic concepts in the new media and Jenkins indicates the importance of convergence as an essential force to redefine the face of American popular culture. According to him, media convergence can alter the relationship between existing technologies, industries, markets, genres, and audiences and it is not merely a technological shift. “ For the foreseeable future, ” Jenkins argues, “ convergence will be a kind of kludge – a jerry-rigged relationship between different media technologies – rather than a fully integrated system. Right now, the cultural shifts, legal battles and the economic consolidations that are fueling media convergence are preceding shifts in the technological infrastructure.
The way in which those various transitions play themselves out will determine the balance of power within this new media era. ” (Jenkins 2004, P 34). Therefore, it is essential to maintain that Jenkins comes up with an insightful explanation of the nature of media convergence which is fundamental to the understanding of new media. According to him, media convergence should be realized as an enduring process which occurs at various intersections media technologies, industries, content, and audiences and it is not an end state.
“ There will never be one black box controlling all media. Rather, thanks to the proliferation of channels and the increasingly ubiquitous nature of computing and communications, we are entering an era where media will be everywhere, and we will use all kinds of media in relation to one another. We will develop new skills for managing information, new structures for transmitting information across channels, and new creative genres that exploit the potentials of those emerging information (Jenkins, 2001, P 93).
Therefore, Jenkins makes an essential contribution to the understanding of new media by explaining the important cultural transformations in the concept of media, including media converge. He also maintains that struggles over media convergence will have a great influence on the making of an overall new type of American popular culture. Significantly, Jenkins purports that it is indubitable that a new cultural order will emerge from the ‘ digital renaissance’ in new media. In a reflective exploration of the concept of media convergence in relation to new media, it becomes lucid that Jenkins offers the valuable definition of media convergence which is fundamental to a general understanding of media culture in the contemporary life.
According to his interpretations, convergence is a term that can describe technological, industrial, cultural, and social changes in the new media culture. Significantly, convergence should be comprehended as a cultural and social process to the extent that it is a technological process. “ Keep this in mind: convergence refers to a process, but not an endpoint. Media will be converging and diverging some time to come.
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