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Conclusion: What culture are we
converging towards?
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Convergence Culture
It’s not just content and technology that have
changed.
It’s not just the medium that has changed, or
the means of distribution.
WE HAVE CHANGED.
THE CULTURE OF COMMUNICATION HASCHANGED.
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What do we mean by
culture?
We mean the way the worldis experienced and shared
and understood.
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Media convergence
What are some of
the positive
changes?
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Media convergence
1) consumers no longer dependent on the
cultural products of big media businesses
2) more pluralism, more diversity, more grass
roots creative power
3) culture is made both by experts and non-
experts
4) It’s all available on demand, in any place, at
any time, and on essentially any device
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Convergence culture
What is one of the major
defining changesbrought about by media
convergence?
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AUDIENCES
CREATIVE
AUDIENCES
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Audiences have changed
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Audiences have changed
Audiences can REACT andINTERACT
Audiences can write, film,edit and PUBLISH
Audiences can DISTRIBUTE
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One conclusion about media
convergence:
Audiences are no longer
captive, they areinteractive and active
Communication has becomedemocratized
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Is media convergence empowering?
Henry Jenkins is a preacher of the positive
power of media convergence:
http://www.youtube.com/watch?v=ibJaqXVaOaI
&feature=player_embedded
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Convergence culture = good
For Jenkins, CONVERGENCE
CULTURE is empowering,diverse, rich and equal
opportunity.
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Can there be too much equality?
Does the discussion in the
teenager’s bedroom = thediscussion in the Viacom
boardroom?
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Can there be too much equality?
“The most popular Internet searches
on Russian search engines are not for
‘what is democracy?’ or ‘how toprotect human rights’ but for ‘what
is love?’ and ‘how to lose weight.’”
Evgeny Morozov in The Net Delusion
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Can there be too much equality?
“The Internet is creating anegalitarian antidemocracy in which
the strongest inhumanity trampleson the most eloquent rationalityand decency.”
Lee Siegel, Against the Machine: How the Web Is ReshapingCulture and Commerce— and Why It Matters.
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Can there be too much freedom?
Polygamy may be illegal in Turkey,
but that doesn’t stop Turkish
villagers from using the Internetto find multiple wives.
Source: Evgeny Morozov, The Net Delusion
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Can there be too much freedom?
Mexican crime gangs use social
networking sites to gather
information about their victims.
Source: Evgeny Morozov, The Net Delusion
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Can there be too much freedom?
Destructive and
repressive forces canuse the same tools for
their own ends and justas successfully
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Other dangers:
MASSSELF-COMMUNICATION
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Other dangers: PRIVACY
• private data being distributed andexploitable
• your name, your pictures, your personalinformation being uploaded, watched,used
• your location being known and surveilled
• cyber-bulling: teenagers by peers,dissidents by governments
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Other dangers: REPUTATION
Companies and brands fear
losing control of the
message, being judged
without a trial, beinglynched on the Internet
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An example: Chanel and Brad Pitt
http://www.youtube.com/
watch?v=mGs4CjeJiJQ
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Chanel, Brad Pitt, the result:
The top two comments on Brad Pitt’s Chanel N 5
ad are:
"Nothing he is saying means anything"
and "Go home, Brad Pitt, you're drunk. "
http://www.youtube.com/watch?v=_6sw_-ewTNM
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And what about
RELATIONSHIPS in thisconvergence culture?
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Convergence relationships:
• Relationship to the media
• Communication with each other
• Our image of ourselves: who are we
vs. Who do we construct and
broadcast?
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An example: teaching
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An example: listening to live music
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And what about the
CONTENT in thisconvergence culture?
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An example: the Journatic scandal
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CONCLUSION
The POTENTIAL of the
internet and media
convergence is not
necessarily equal to itsPRODUCTS
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CONCLUSION
Ultimately we don’t know or have any
way of controlling what is being done
with the information that IS outthere about ourselves. But what we
CAN control is what information we
PUT out there. You have the powerof CURATION.
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CONCLUSION
SO TAKE THE POWER OF
CURATION SERIOUSLYAND MAKE YOUR
CHOICES WISELY