Convergence Culture: Where Old and New Media Collide

by Henry Jenkins

Book Overview

Winner of the 2007 Society for Cinema and Media Studies Katherine Singer Kovacs Book Award
2007 Choice Outstanding Academic Title

A classic study on the dynamic between an individual and different media channels

Convergence Culture maps a new territory: where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer...

• Format: Paperback
• Language: English
• ISBN: 0814742955
• ISBN13: 9780814742952
• Release Date: September 2008
• Publisher: New York University Press
• Length: 368 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.9" x 6.0" x 8.9"

Customer Reviews

Insightful Look At the Digital Media Age

Convergence Culture by Henry Jenkins gives an in-depth and critical look at how the World Wide Web has transformed traditional media to be more amalgamate, multi-level, and less isolated, allowing for a more participatory culture, and illustrating the power of collective intelligence. As the Internet blurs the lines that once separated specific mediums Jenkins writes, "Convergence represents a cultural shift as consumers are encouraged to seek out new information and make connections among dispersed media content" (p.3). By focusing on a few major examples of how the media is shifting from isolated experiences into transmedia storytelling, Jenkins explains the relationship between convergence, participatory culture, and collective intelligence, illustrating how the "new media" is "impacting relationships between media audiences, producers and content" (p.12). He explains that because aspects of our everyday lives pass through various media, convergence has created a new type of media consumer who communicates on several platforms. To reach the new consumer, traditional media must also be present on different forums. Jenkins explains most of these "discussions" throughout Convergence Culture within the context of specific pop-culture and political examples. The first of which begins in his first chapter, Spoiling Survivor, where he outlines the impact of a communal reception of the TV show "Survivor." By looking at one of the most democratic uses of the Internet (message boards), Jenkins analyzes Survivor fans' interactions with "spoilers" of the show, calling it "collective intelligence in practice" (p.28). Here, he explains the idea that while not one person knows everything, everyone knows something and can bring some small bit of relevance to the discussion to, in this case, find a solution. In addition, Jenkins evaluates how this type of "bottom-up" collaboration can be both helpful and detrimental to brands and franchises. Jenkins explores the grassroots culture of the Internet more in his second chapter where he discusses American Idol, a TV show made for audience participation. He begins the chapter by explaining the power of marketing brands via multiple "transactions," instead of using traditionally isolated mediums. He writes, "The experience should not be contained within a single media platform, but should extend across as many media as possible" (p.69). This method allows for advertisers, like Coca Cola, to be more than intellectual property; they are emotional capital. And in such a participant-oriented show that allows viewers to text in their votes, fans become more involved with the brand and may even become "brand advocates" (p.73). Jenkins explains, "Participation within such communities does not simply reaffirm their brand affiliation but also empowers these groups to assert their own demands on the company" (p.80). In his third chapter, Jenkins looks at how the Matrix franchise uses several platforms to reach its multifac

A thought-provoking and thorough analysis of online participatory culture

Henry Jenkins is one of the foremost researchers in the field of online culture, and in "Convergence Culture" he presents many of his timely ideas. In brief, Jenkins' states that convergence is a deployment of content across mediums. A movie might have different incarnations in an online discussion groups, a movie created by a fan, a book, a game, and finally, the movie itself. (The alluring but dated idea of traditional convergence, a "black box" that serves to unite multiple delivery methods, has thankfully been set aside) Entire chapters are devoted to in-depth analyses of how certain advertising campaigns have incorporated transmedia storytelling. Chapter 3 looks at the Matrix, and how fans have followed it through multiple incarnations, resulting in a multi-medium campaign that not only had a certain mystique, but was deep enough for fans of all levels to follow. At the best points in the book, Jenkins produces insights that rival the best qualitative research; "Convergence Culture" accurately and colorfully follows the emergence of new ways of consuming media and connecting with people. Unlike many books on new media, he has created a very fairly evaluated and expansive book on a "hot" topic. His one central idea has implications for many different aspects of the interaction of mass communication and society. This is one of the more thought-provoking books I've read in the last year.

An excellent survey of media and culture

What I loved about this book was the approachability of the language. Rarely do you see an academic write in a style that's friendly to audiences not in the ivory tower, but Jenkins produced a book I thoroughly enjoyed, as opposed to a laborious, slogging read I usually expect with academic treatises. His knowledge about pop culture, culture theory, convergence culture is explained excellently and well balanced with examples that focus on fan culture and consumer culture, such as survivor, star wars, and Harry Potter. Jenkins shows how these communities interact, negotiate, and recreate culture. I highly recommend this book to anyone interested in media studies, pop culture, or related works. I know it will prove useful for me.

A different take on convergence

I can't say enough good things about this book. Jekins critiques "traditional" convergence theory about converging media and argues that the instigator of convergence is the need for new patterns of consumption, not production. Each chapter addresses how fans of a particular program reorganize their media experiences to better participate in the discussion, analysis and, at times, production of future episodes or events. Because he demonstrates through example, the text is approachable to the scholar and the layman alike. The subjects themselves make the read interesting, but Jenkins also brings his wisdom to bear at opportune moments. Highly reocmmmended for those who study media, culture or technology adoption.

The King of Culture

Henry Jenkins has a natural knack for taking any topic and making it instantly relatable and intensely gripping. I was privileged to have received a preview of part of this book before its publication, and I can honestly say that it's as entertaining as it is informative. Here he tackles completely new territory - the ever-evolving world of media and technology and how it impacts our society and the corporate world. This proverbial David & Goliath struggle for control of new media, the challenges of the inherent legalities, and the birth of new mediums; all of this complexity is laid out in the pages of 'Convergence Culture', and who better to guide us through this mish-mash landscape of new media than one of our foremost experts on media and popular culture? Anyone interested in the Internet, media publication, fan rights, grassroots movements, blogs, and anything else that typically only your children or grandchildren can explain to you, would find this book not only informative, but riveting. I highly recommend it, and not just because I have a chapter almost all to myself (check out the chapter on Harry Potter and the infamous PotterWar - Alastair and I say Hello.) :) Pick up a copy of Convergence Culture. You'll be glad you did.