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.
Some consider media convergence to be the starting point of the rise of new media, as it is linked to digital publishing. Think of a fully interactive book or a marketing campaign that uses multiple media across multiple channels linked to or grounded with print.
Do you see the link to print? Share your thoughts in the “Comments” field below or e-mail me directly, and I'll be happy to provide my spin on the topic.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.