Module 3 Module 3 Module 3 Module 3
Module 3 Presentation Readings Assignments

The New Media Landscape

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1) Symbiosis - Companies working together to achieve common goals

2) Convergence - Blending the different types of media into a seamless whole

1) Convergence in Distribution

2) Convergence in Content

3) Convergence in Hardware

3) Convergence in Hardware

Convergence in channels and content is fueled by convergence in hardware. All data, phone, video, computer may enter from a single wire.

Your TV may also act as your computer.
Your computer can act as your TV or phone.
Your phone can also receive E-mail.

Sometimes called "platform convergence," the graphic below was developed in 2010 by media theorist Gary P. Hayes. It shows the gradual evolution from may devices to a few. Click the image for a larger version

Platform Convervence, Gary P. Hayes

Positive aspects of hardware conversion

1) Cost of the technology drops
2) More people will be able to access the content.

Negatives

1) One wire, one point of failure.

I have my phone service through my cable company. They warn that the phone will not work during a power failure (unlike a traditional phone) and suggest that we have a cell phone as a back-up. Of course, the cell phone towers don't work without power, either.

Another example is the iPhone. Hundreds of thousands have purchased the phone, only to discover the AT&T network didn't exist in their area or was unreliable. They now have a multimedia paperweight. Despite the hype about mobile video, the vast majority of videos cannot be viewed on an iPad.

2) Multifunction equipment doesn't work as well as single purpose
3) Loss of individual control over both the equipment and the content

Successful convergence in hardware has been elusive, however, with billions of dollars lost in the attempt.

After you have finished the readings for Part 6, go to the Assignments page and do the Part 6 Canvas Discussion Board Assignment.

The New Media Landscape

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Go on to Part 7 - Uses of Mass Media
Go back to Part 5 - Current Trends in Mass Communication
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