Communication
Media convergence goes beyond a critique of media conglomeration, to critique the media itself.
Convergence of media assumes that multiple media occupied separate domains in the past.
Convergence of media suggests that the distinct domains of media (books, websites, radio, film, and television) have melded and it is no longer possible to manage a single media.
Messages are conveyed simultaneously with multiple media formats, but each medium has unique strengths and weaknesses.
Books as a focus of media convergence.
Books still occupy their own media domain, as many books are unavailable in digital formats that can be read or accessed online.
However, it is possible to search for books online, and online cataloging and database management is normative.
When books do occupy an online or digital dimension, the reader interacts with the material in completely different ways.
D. Media convergence will not obliterate the book, which will continue to operate in its own domain, albeit connected with other media.
III. Media convergences serves distinct marketing objectives for authors.
A. Authors can maintain control of their brand identity via websites that fans can access independently of the book products.
B. Authors can create parallel products that enhance the media richness of the book, without replacing...
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