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.

So, video did NOT kill the radio star…Let’s Talk Convergence

I have to say I am intrigued and on board with the concept and practical knowledge in Jenkins Convergence Culture. Jenkins has provided (in detail) the reason for my technology frustrations. It appears that video did NOT kill the radio star, the radio star simply migrated to television awaiting his/her debut for a new cyber venue gaining global Internet super stardom! I had not thought about television coexisting with radio and the Internet doing the same; meanwhile, radio and television evolving and redefining their purposes as a medium. In the past, radio was the primary source of entertainment. Currently, it is a talk radio and weather reporting device with a few commercials sprinkled around. In the not too far future, radio may be destined to digress into solely a government message delivery system reporting drastic inclimate weather warnings and traffic updates.

Jenkins also writes about, “divergence rather than convergence” which enlightened me further. Radio, TV, and other new new media co-exist in this perpetual undefined symbiotic relationship that is filling our lives with too many tools and unfulfilling choices. However, old and new media could provide us with harmony and happiness with a successful marriage. This would include a one-stop-shop device like a big black box that connects us to family via the Internet, offers video gaming, movie watching, and digital scrap booking with social media. I was sorry to read that Jenkins feels this will not happen (Unfortunately, I have to agree). The full product adoption process for new new technology moves quicker than new new media formats.

What is this class about?

While traditional media outlets continue to be the main source for news and entertainment content, the internet has become a secondary, decentralized network for the distribution of a wide variety of content. Key to this explosion in creative output is that the internet allows producers to supplement and bypass (though not necessarily replace) traditional media gatekeepers. Bloggers, podcasters, filmmakers, musicians and a host of other creative artists can get their work directly to the hands of their audiences. Low cost technology means that many more people can create work that can rival the quality of traditional media. This contributes to what Wired magazine editor Chris Anderson has described as "the long tail" theory: selling less (in quantity) of more, diverse, products.

This course will examine the long tail phenomenon and other theories behind media 2.0 and look at cases of actual media 2.0 artists. We will talk directly to people who are producing and distributing their work on the Internet and other alternative channels and explore how these new distribution forms challenge assumptions about how mass media should/does work.