Jenkins
understands the convergence culture as something that is inevitable.
Convergence culture is a process in which technological, industrial, cultural,
and social relationships evolve and change the way each interacts with the
other. He says, “Convergence alters the relationship between existing
technologies, industries, markets, genres, and audiences. Convergence alters
the logic by which media industries operate and by which media consumers
process news and entertainment.” Convergence is something that happens over
time as people come up with new relationships between technologies, new trends,
and new media outlets. These interactions cause a snowball effect and influence
the way corporations and businesses market to their consumers and how consumers
react to advertising and marketing campaigns over all types of media outlets.
Creative
engagement has to do with getting more people involved in the convergence. When
convergence occurs, it merges old and new media. When a new media is created,
it takes a while for everyone to get used to it. Creative engagement is a tool
used by companies to keep their membership and customer loyalty.
I like the connection you made of how people should be involved with convergence in order to effectively practice creative engagement. It really helps that we can give companies our input when they decide to try something new. It helps them reach a mutual understanding with their audience, if they're willing to listen.
ReplyDeleteYour comment reminded me of the movie True Grit. In Western movies there becomes two cultures...civilization and wilderness. In wilderness culture medicine is replaced by natural remedies and law suits are replaced by violence. These films use a person called the gun slinger ( our wilderness hero) in order to effectively practice creative engagement by mastering the wilderness and realizing civilization isn't as bad as it seems. This just further states that its important to involve people during the transition of culture convergence.
ReplyDeleteGood post, Eden. I like the way you describe the convergence process-a snowball effect.
ReplyDelete