What is Convergent Media?

Henry Jenkins coined the term convergence culture.

By convergence he means: “The flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want.”

“Convergence represents a cultural shift as consumers are encouraged to seek out new information and make connections among dispersed media content.”

Convergence also refers to people who are both consumers and producers. They participate in the co-creation of something, with the power of being a prosumer. He calls this participatory culture, where consumers have an input into what they view – giving them the power and control of a producer.

He also discusses collective intelligence, which is collaborating with others. “none of us knows everything; and each of us knows something.”


He also uses the word spreadable media. It is an active process. Questioning the owner’s copyright. This is due to media being posted onto electronic media and social media, where it becomes public and liable to change.

Another example of Convergent Media is Hybrid Media, linked to Lev Manovich, who states hybrid media is:

Previously separate media such as live-action cinematography, graphics, still photography, animation, 3D computer animation, and typography combined in numerous ways to create one piece.

Hybrid media is related to deep remixability, which is combining techniques and ways of representation from different mediums beyond their content, to create a new metamedium

Jenkins, H. (2006). Convergence culture : where old and new media collide. 1st ed. [ebook] New York: New York University Press, pp.2-3. Available at:http://hdl.handle.net/2027/heb.05936.0001.001 [Accessed 20 Jan. 2016].

Manovich, L. (2008), Understanding Hybrid Media [online], available at:http://manovich.net/index.php/projects/understanding-hybrid-media [Accessed 20 Jan. 2016]


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