1. Definition of Convergence
Convergence happens we rethink how multiple technologies, ideologies, products, and cultures can come together to form one concept/component.
As one new concept or component it (convergence) underscores the importance of notion of universal and widespread thinking and appeals
Convergence enables the world to become more portable where we can bring media content along with us.
It also conveys a participative culture which replaces a top down culture and uses collective intelligence to influence and replace centralized intelligence.
Media convergence requires companies operating within the scope of the media to rethink existing assumptions about media from the consumer's point of view, as these assumptions affect both marketing and programming decisions.
Media producers have to respond to these newly empowered consumers in today's society to reinvent existing concepts to keep them up to date with emerging trends.
Consumers these days do not just want to be on a one way transmission model where they simply receive information.
They want to interact with it. They want to create it. They want to participate within it.
Media convergence has allowed that to happen and as the proliferation of new communication technologies continues to occur, this trend is here to stay.

2. Key Concepts Technological Cultural Industrial Societal Media Content
Top Down/Bottom Up
Consumer/Producer
Participatory Culture
Collective Intelligence
Technological
Cultural
Industrial
Societal
Need to add notes here about why these key concepts are related to the 4 “traits?”

3. Centralized Intelligence Collective Intelligence
Proposal New – Model A
Centralized Intelligence
Collective Intelligence
Producer
Consumer
Bottom Up
Top Down
New! To explain –
Big industry demands a producer/consumer relationship but when you enter into “convergence” you are faced with representing the interests of the consumer.
Culturally, we follow a mono culture with a focus on the individual, however when you enter into “convergence” you are “forced” to participate and engage in a process with others.
Societal demands preach top down structures but when “converging” you are more likely to listen to and follow what the bottom is demanding or wants
Technologically, tools are created in a more centralized medium where a release or rollout has ownership at a centralized location, however when you converge you move toward the want and need for collective intelligence to embrace the new technology and support the rollout plan.
Example 1: XM Radio (media content pair, delivery system via Satellite, news/music/sports)
Example 2: IPhone (media content pair, as a device/voice/image/text/music)
Example 3: Blogging (media content pair, as a website/image/text)
Example 4: NYT Website (media content pair, as a website/news/blog/text/video/messaging)

4. Original Model Monoculture Centralized Intelligence Top Down Producer
Participatory Culture
Collective Intelligence
Bottom Up
Consumer
Example 1: XM Radio (media content pair, delivery system via Satellite, news/music/sports
Example 2: IPhone (media content pair, as a device/voice/image/text/music
Example 3: Blogging (media content pair, as a website/image/text
Example 4: NYT Website (media content pair, as a website/news/blog/text/video/messaging