Shift into New Media Culture

We have shifted into a new generation. Anderson outlines the new economics involved in the market while Jenkins discusses the cultural convergence. Media content flows across multiple channels, "unmoored from specific delivery mechanisms;" the same content shared on different sites and ways to reach various communities. This is convenient for consumers, but causes struggle among producers, as they try to maintain revenue and control. The power has shifted from the industry leaders into the hands of individuals. As the tools of production and distribution became readily available, anyone and everyone can contribute, participate, connect, and learn.

The internet has created a participatory platform that amplifies the power of word of mouth.
While we may not necessarily have deeper conversations, we still have wide range of communication. We talk constantly; talk permeates this new medium and inundate it. Instead of the question "Why publish this?" we ask, "Why not?" We are integrated into convergence culture, participating in multiple forms. Even if we don't create our own original work, we are part of the participatory culture. New media is a highly integrated web of feedback loops that spark interests and interaction, continually propelling the movement.

Anderson's theory of The Long Tail outlined the tools of production and distribution, where Convergence Culture explained its impact, development, and effect on society. It is hard to say what we are learning from each other right now, but the amount of information and collective knowledge out there gives hope for progress. The voluminous resource of things online are also an archive of thoughts, trends, and culture that can be reflected upon and studied at a later date.

The internet caters to niche audiences and embraces individual interests. We are a fragmented culture, and we able to delve into topics of interest. We're moving from the "or" culture, to "and" culture. These endless choices, customized to our unique and diverse interests allow endless options of understanding, informing, creating, sharing. What is necessary is the development of filters. It is important to harness the power of the audience, let the customers do the work. They can create the necessary buzz and pool resources to make connections for you. Make something unique and master your own style and craft. Put it out there, make it easily searchable and connected to similar communities. It is not as simple as if you build it, they will come, but with tagging, aggregates, and distribution across multiple platforms, you have potential reach.