Convergence Deidre Foster

Definition Convergence is the approach toward –a definite value, a definite point, –a common view or opinion, –or toward a fixed or equilibrium state.

Cultural Convergence Transmedia Entertainment Participatory Culture Experiential Marketing

Cultural Convergence Transmedia Entertainment The flow of stories, images, characters, and information across various media platforms. The coordinated fashion in which this takes place deepens consumer experiences.

Cultural Convergence Participatory Culture describes new ways consumers interact with media content, media producers, and each other as they explore the resources available to them across the media landscape. Consumers are active participants, shaping the creation, circulation, and interpretation of media content.

Cultural Convergence Experiential Marketing Key ways to capitalize on participatory culture and a transmediated media environment. Developing novel brand extensions and strategies that play out across multiple media channels enhances consumer identification with both products and brands.

Convergence Progression PRODUCTS OTHER CALL CENTER WEB MOBILE PHONE SHOP

Convergence Progression PRODUCTS OTHER CALL CENTER WEB MOBILE PHONE SHOP MOBILE FIXED & ISP

Convergence Progression PRODUCTS OTHER CALL CENTER WEB MOBILE PHONE SHOP MOBILE FIXED & ISP TRIPLE PLAY

Convergence Progression PRODUCTS OTHER CALL CENTER WEB MOBILE PHONE SHOP TRIPLE PLAY QUADRUPLE PLAY

Convergence Progression PRODUCTS OTHER CALL CENTER WEB MOBILE PHONE SHOP QUADRUPLE PLAY VERTICAL CONVERGENCE HORIZONTAL CONVERGENCE

Roles Consumers Producers Hackers Undesirable Consumers

Pros Ease of use Easy Access Connectivity Innovation

Cons Loss of privacy Clutter

Post Convergence The period in the development of any given medium when, having converged all prior media within itself, it ceases to be used to solely recreate these prior media and starts to be used for creating work that is only possible in the new medium