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In “Worship At The Altar of Convergence”, Henry Jenkins discusses the concept of convergence, where both old and new media collide. Jenkins describes convergence as the flow of content between multiple media platforms, industries, and the migratory behaviour that is present throughout the media audience (2). He explains that convergence is a necessity because it describes technological, industrial, cultural and social changes that are present in our technological society. That being said, Jenkins analyzes the relation between media convergence, participatory culture, and collective intelligence.
Jenkins argues that American popular culture will be redefined by the struggles over convergence and media. With the idea of profit in mind, corporate leaders create mass amounts of opportunities that will attract the consumer’s attention, which will increase the amount of profit by expanding their market. By expanding their market, they are able to sell every brand by marketing consumers via multiple platforms. Jenkins explains how the audience’s active participation is key to the circulation of all present media content, creating a cultural shift.
Jenkins states that “convergence occurs within the brains of individual consumers and through their social interactions with others” (3). We live in a convergence culture, where old and new media platforms come together to create new things that are in demand by consumers. Jenkins explains that consumers now have the ability and power to be able to actively participate in the consumer process. Sites such as YouTube, allows users to actively display their own video productions, displaying their own execution of mass media products.
We live in a convergence culture, where technology is conti...

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...e Black Box Fallacy”, where media combine as one making them more convenient.

With technology advancing, people are now able to watch movies and shows on their phones, with programs such as Netflix and people are able to torrent movies that are still playing in theatre. Before, people would have to go to Blockbusters or Rogers in order to rent movies and games, however, the advancement of technology and the creation of programs such as Netflix, has dominated and therefore closed many video stores across Canada. With media becoming one and easily accessible online, experiences are being lost due to online convenience. I agree with Jenkins explanation on the relationship between media convergence, participatory culture and collective intelligence. Where technology, media, convergence, culture and copyright, are shaping our social and cultural practices drastically.

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