Hello Dr. Xia,

Here are my question answers to Convergence Culture: Where Old and New Media Collide

1.     Why does convergence happen in the communication and media fields? What are the two conditions that lead to convergence?

-Convergence represents a cultural shift, as consumers are encouraged to seek out new information and make connections among dispersed media content. Both forms of media, “old media” and “new media” that is spread by producers must work together to allow the consumer to decide which one will eventually become the more popular form of media through the interactive flow of content. New technology is allowing mass media to be readily available. The first condition that leads to convergence is when the consumer and producer flow the media content to different media platforms. The second condition that leads to convergence is the power of new technology which allows consumers and producers to access media easier. As well, convergence is a huge industry of business. The ability to deliver media content across multiple channels is a fantastic way to connect with consumers all over the globe.  

2.     What are the three different kinds of digital convergence discussed in the article?

-The three different kinds of digital convergence discussed in the article are the cooperation between multiple media industries having the ability to spread media content all over to consumers, the flow of content across multiple media platforms because of new technology, and the thirst of media consumers who will go anywhere in search of information and entertainment through media and the different media platforms available.

3.     What cultural and social impacts does digital convergence have in addition to technological changes?

-The cultural and social impacts of digital convergence allow everyone to get their work out to the public through the Internet unlike before when it was much more difficult. Advertisement and social interaction has completely evolved into an easier way of communication to spread media. It is now easier to communicate with people around the globe in multiple ways. Mass media is readily available to everyone because it is everywhere. User created content has a major effect on media and the producers. We are now a culture that has the major goal of spreading around information of all different varieties rapidly and easily due to digital convergence.

4.     Do the new media displace old media in the history of media development? Why or why not?

-Old media continues to adapt to the always-evolving media. New media does not displace old media, it just allows it to adapt to society. We may not be able to go out and rent movies at Blockbusters anymore but we can still view old movies online. There are multiple media platforms to view different mass media via "old" and "new" media.

5.     The convergence happens from both the top-down corporate level and bottom-up grassroots level. How do both levels change the traditional concept of media consumption?

-Media convergence has helped even out both levels so the top-down corporate level and bottom-up grassroots level both have an equal opportunity to share their work with the world.  The widespread opportunity to share work is no longer controlled but swollen so everyone has the opportunity. Top-down corporations are able to buy other companies and merge which changes the traditional concept of media consumption. An example is Disney buying LucasArts and now has control of the Star Wars franchise. Another example is Comcast buying NBC Universal from GE.

6.     What does digital convergence in media indicate for communication and journalism professionals in the future?

-Digital convergence is making it tough for communication and journalism professions to find work. Newspapers are becoming obsolete and most news is posted online.  Digital journalism is controlling most methods of spreading news. Both sides are merging rather than being opposites. All the forms of hardware, technology and media that are being converged is apart of the ever evolving “old” and “new” media.