Media Convergence

Hi there,

Today I will discuss the increasingly popular notion of media convergence, which has resulted in the fragmentation of audiences and media, consequently disrupting the volatile relationship between those who produce and consume it. Schatsky (2006) points out that “as an expanding array of media and entertainment choices makes claims on consumers' attention, the amount of time they spend with traditional media…is declining” in favour of newer, more customised media like the Internet and video games. Subsequently, in line with audience shifts, media production is also becoming fragmented. For example, “individual songs and episodes of TV series are available for sale via download” on websites such as
Apple iTunes and “digital feeds of newspaper and magazine content allow consumers to read parts of a publication out of context without ever seeing the rest.” (Schatsky, 2006).

This leads me to my next example of media convergence currently occuring in the Australian magazine industry. I am an avid reader of women’s fashion and cooking (don’t laugh) magazines, including Madison,Shop Til You Drop, Cosmopolitan, Donna Hay and Australian Good Taste. After searching the Internet, it was no surprise to find that each of these magazines have supporting websites.


I believe that these magazine websites work effectively, not only to further support and promote the print version, but also to overcome any threat of new technologies. The Australian Women’s Weekly editor Deborah Thomas argues “…the issue is not about technology replacing the traditional magazine format, but more about how technology is likely to enhance it” (cited in The e-future of magazines, 2004). Better Homes & Gardens editor Julia Zaetta agrees, and suggests the Internet cannot replace the print medium because humans attach a sense of “intimacy” to paper (cited in The e-future of magazines, 2004).


Furthermore, Turner and Cunningham (2004, 5) argue that the notion of convergence is driving the reformation of contemporary media and communication and use it to describe the “…dissolving distinctions between media systems, media content and the resulting trade between systems”. For example, soft or tabloid content like lifestyle news usually featured in newspapers is converging with weekly magazines, websites and web blogs. Pink Is The New Blog has raised considerable attention as a popular blog about celebrity gossip, paparazzi photos and fashion. The blog’s author, Trent, is known for his outlandish and rather bitchy criticisms of celebrities in America. For example, his latest entry is entitled “Two too Many” about Britney Spears being pregnant again with her second child. Trent claims to have confirmation of his gossip from celebrity gossip magazine, People. I suggest you check out his site, it is great for a laugh, and a free way to access celebrity gossip!

I hope you have enjoyed today’s post! Have a good day :)

Emilie x

References

Cunningham, S. and G. Turner. (eds) 2002. The Media and Communications in Australia. Crows Nest: Allen & Unwin.

Schatsky, D. 2006. ‘The Media Industry Is Falling to Pieces.’ Television Week, 25 (5): 10. (accessed May 9, 2006 from ProQuest: Multiple databases).

The e-future of magazines. 2004. B&T Weekly, September 9, 2004. (accessed May 10, 2006 from Factiva.com: Online Newspaper database).