chapter  2
27 Pages

OUR CONVERGENCE CULTURE

As the dissemination of information becomes more efficient and easily accessible, culture changes. People want to access information at all times. Technology is at the forefront of this movement, both satisfying and creating needs.1 Cultural convergence is more than just a buzzword-it is an emerging pattern of relations bringing together entertainment, technology, advertising, brands, and consumers in creative and often surprising ways. As described so well by Henry Jenkins of Harvard, convergence is a paradigm shift for media and technology.2 Convergence is all around us-Internet is available on cellphones, on TV, and in cars. The world has become a digital playground where traditional analog media outlets are continuing to struggle to keep in stride with their digital, interactive counterparts.