Convergence Culture: Where Old and New Media Collide
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"Jenkins' impressive ability to break down complex concepts into readable prose makes this study vital and engaging." PUBLISHERS WEEKLY "Jenkins is an astute observer of media culture and his insights are spot-on." LOS ANGELES TIMES "For any Sony PS3 execs out there wondering why their technological masterpiece is being ridiculed by customers before it's even released.... Convergence Culture is a must read." SLASHDOT"
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This edition has been thoroughly updated and features substantial new material that addresses, among other things, the promise and perils of Web 2.0 and the rise of YouTube."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 interact in unpredictable ways.Henry Jenkins, one of America's most respected media analysts, delves beneath the new-media hype to uncover the important cultural transformations that are taking place as media converge. He takes us into the secret world of Survivor Spoilers, where avid internet users pool their knowledge to unearth the show's secrets before they are revealed on the air. He introduces us to young Harry Potter fans who are writing their own Hogwarts tales while executives at Warner Brothers struggle for control of their franchise. He shows us how "The Matrix" has pushed transmedia storytelling to new levels, creating a fictional world where consumers track down bits of the story across multiple media channels.Jenkins argues that struggles over convergence will redefine the face of American popular culture. Industry leaders see opportunities to direct content across many channels to increase revenue and broaden markets. At the same time, consumers envision a liberated public sphere, free of network controls, in a decentralized media environment. Sometimes corporate and grassroots efforts reinforce each other, creating closer, more rewarding relations between media producers and consumers. Sometimes these two forces are at war.Jenkins provides a riveting introduction to the world where every story gets told and every brand gets sold across multiple media platforms. He explains the cultural shift that is occurring as consumers fight for control across disparate channels, changing the way we do business, elect our leaders, and educate our children.
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3 of 3 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Having been little more than a handbook for budding marketeers interested in the methods for exploiting online communities relating to Big Commerce for most of its length, this book transforms into an intelligent analysis of the more silly claims made about the role of the internet in culture and politics once it reaches Chapter 6 (Photoshop for Democracy). It is here that Jenkins' real targets are seen: those overplaying the hand that says the Internet represents grassroots opinion forming, and lays bare how this opportunity to ignore those without political power or financial muscle is patronised and elided by a fear that the mob may have something uncomfortable to say. It is a jumbled thesis to be sure: does the guy saying 'F*ck you, CNN' represent the success or failure of YouTube in empowering ordinary people to take direct part in democracy? Is the Internet just another corporate medium that chucks people out of proprietary cyberspace apps, or linked to the uncontrollable possibility that a savvy public might use its freeedom to hack an application, making it usable for their needs rather than engineers' conceptions of them?
This is not to say this is anything but an informative book, best read by your web connection to check out the examples Jenkins gives(these are much better than in most books of this ilk). Those with an interest in tying in web behaviour to cultural production will find it indispensible. In the end, it is like the Internet itself, in that it is not possible to characterise the behaviours and manifestations in any way that could give us a consistent view of the value of a still evolving technology framework.
This is not to say this is anything but an informative book, best read by your web connection to check out the examples Jenkins gives(these are much better than in most books of this ilk). Those with an interest in tying in web behaviour to cultural production will find it indispensible. In the end, it is like the Internet itself, in that it is not possible to characterise the behaviours and manifestations in any way that could give us a consistent view of the value of a still evolving technology framework.
13 of 16 people found the following review helpful
Format:Hardcover
In his book Convergence Culture: Where Old and New Media Collide MIT boffin Henry Jenkins takes us on a journey through modern culture, past the must-see television series and social networks to fan fiction, comics and internet forums. Great media properties like 24, Star Wars and the Matrix properties told told stories in a complex manner through various media. Consumers of the media got out of the property what they put in.
Jenkins then takes his book beyond the most byzantine storytelling to point out that it is as much about discovery rather than telling the story. It moves from media to experience and relies on the media property staying ahead of large groups of people who use online tools to collaborate on this discovery process with each other.
From a marketing perspective, planning rather than story creation is going to be the dominant element as brands look to architect their own experience for consumers to discover.
Jenkins then takes his book beyond the most byzantine storytelling to point out that it is as much about discovery rather than telling the story. It moves from media to experience and relies on the media property staying ahead of large groups of people who use online tools to collaborate on this discovery process with each other.
From a marketing perspective, planning rather than story creation is going to be the dominant element as brands look to architect their own experience for consumers to discover.
Format:Paperback
Great book. Very actual. A must see for those on the communications field.
An academic antecipation of the transformations that the Digital Age will bring us with interesting business testemonies.
An academic antecipation of the transformations that the Digital Age will bring us with interesting business testemonies.
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Most Recent Customer Reviews
Book looks nice but I did not get it :/
By that I mean I haven't received the actual book yet. Packaging was faulty so I thinbk it fell out of the box. Read more
Published 5 months ago by Gaute W. Skåre
good media/ad book
a good read on the convergence of various medias in today's world, useful for business, advertising etc would recommend it.
Published on 1 Feb 2009 by spook09
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