The Next Big Thing?

OK, you’ve heard that before and are ready to click me off your browser window. But wait, there is a new thing out there and it is called Media Convergence, or Converging Media, and this new dynamic will be the subject of this blog.

So what is media convergence? Look to the ever-changing world of print, television, radio, the Internet, the iPhone, iPad, the Droid and other smart phones. They, and more, all fall under this new dynamic.

The movement grew from a few technological- and use-based advancements. The first was the digitization of information, the second was the ability to gather and access this information and, finally (IMHO), the ability to share this information.

Media convergence, or converging media, provides tools and avenues of access and exit for story telling, presenting information and what is now known as self-directing content delivery. It allows the viewer or a mass audience to interface with others, exchange information, generate and share new information or media, and select the delivery systems, as well as target those that have requested a specific level or type of information.

The field is expanding and now there is even a sub field called Convergence Journalism, which is loosely defined as to allow the mass media audience to generate, interact and control the when, the how, the why and the relevancy of the information they need.

Media convergence has entered the educational arena, as well. Students with an understanding of this dynamic are looked upon as being more versatile and possibly, in turn, worth more to an employer. On the hiring end, this new field will need to look for the key statement “experience in Media Convergence” on a candidate’s resume. Why? Because the business and consumer environment is in itself being converged.

Creative content, not just opinions and statements, are driving this field forward. Look to augmented reality (discussed in my next blog) as a clear example of media being converged.

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Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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Comments
  • http://DonCarli Don Carli

    Hi Thad:

    Thanks for your post.

    I can see many opportunities for linking print to and from other media types.

    However, I am not convinced that the the proliferation of media types and content sources we are experiencing necessarily leads to convergence…it might also lead to increased balkanization and polarization of media.

    Also, before attempting to coin yet another new buzzword, it might be a good idea to nail down the concept first by articulating what the concept does and does not include, what assumptions “it” is based on and what empirical evidence exists to support the assumptions.

    Are you aware of any concept maps or manifestos that articulate the key benefits, ideas, product categories, features and processes that “it” is made up of? If so, reference to these would be a big help.

    Also, I’m not yet convinced that the terms “Media Convergence” or “Converging Media” will resonate and become the “sticky” catchphrase for what you have described so far.

    Coming up with a tagline to describe “it” would be more likely to succeed once we know better exactly what the concept is…as well as what it is not.

    Don