Post on 30-May-2018
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Starter Task
What does Convergence mean?
What are the two different kinds of media
Convergence and how do they differ fromone another?
What is Synergy?
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ConvergenceConvergenceConvergenceConvergence
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TechnologicalDeterminism
The introduction of new
media technologies havesignificantly changed theways in which audienceconsume and interactive withmedia texts.
Thorstein Veblen
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Daniel Chandler The technological determinist view is a a
'technology-push' theory rather than a'demand-pull' theory.
Technological determinists...say that
technologies such asthe computer'changed society'.
The entire form of society is seen as beingdetermined by technology: new technologies
transform society at every level, includinginstitutions, social interaction andindividuals.
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Personal Computers (PCs), through the
process of technological convergence,are rapidly becoming the SoverignProvider for most forms of mediaentertainment. Discuss what you think thisstatement means.
[You have 5 minutes to discuss this]
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Marshall McLuhan: The
Medium Is The Message(1964)
The form of a medium embeds itself in
the message, creating a relationship bywhich the medium influences how themessage is perceived by audience.
A medium affects the society in which itplays a role not only by the contentdelivered over the medium, but also bythe characteristics of the medium itself.
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McLuhans theory is especially relevant to
the Internet and the World Wide Web. The fact that audiences can now become
producers, or can swap content at willchallenges traditional hegemonicstructures.
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How has the Internet challenged, or
undermined traditional media hegemonicstructures?
[You have 5 minutes to discuss this]
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Technological Convergence
the coming together ofinformation and communicationtechnologies, especially the
merging of telecommunicationsand traditional mediatechnologies, to create new waysof producing, distributing and
using knowledge, information andentertainment.
P.J. Fourie
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Multimedia PCs.
Multimedia PCs are a prime example oftechnological convergence and are rapidly becoming
the sovereign provider for media consumption.
What media activities can be carried out using a
multimedia PC?
[You have 5 minutes to discuss this]
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Multimedia PCs.
Game playing: Either in the form of DVDs, or on-line, e.g. MMORPGs. Watching/downloading/streaming video:
Downloading/streaming music
Sharing music/video/games/software
Digital Photography
Digital Video -Creating Mashups, Machinima etc.
Music composition, editing, recording and distribution
Communication/Socialising: fax, email, WebCam, chat rooms, bulletinboards, Social Networking, blogs, Micro-blogging (Twitter), Podcasting,Video (YouTube) or by creating your own website.
Desktop Publishing
e-commerce
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Smartphones.
Smartphones are also a primeexample of technological
convergence and are also
rapidly becoming the
sovereign provider for mobile
media consumption. What
media activities can be
carried out using aSmartphone?
[You have 5 minutes to
discuss this]