Convergence culture: The power of the human mind

In the past two weeks, our focus has been on the “culture of connectivity,” (Van Dijck, 2013) which basically had to do with users versus owners. This week, we moved to another kind of culture, “convergence culture” otherwise known as participatory culture (Jenkins, 2008). What was most fascinating about this week’s readings was the fact that all three books had the same line of thought and so, common themes could be observed in the authors’ discussions. In analyzing these themes and for easy digestion, I have labeled them as the 5Cs. This represents Consumer, Content, Collaboration, Consequences and Conclusion; all in an order that I thought was most emphasized by these authors.

Consumer: An important player

The notion of convergence first began in reference to technologies merging to improve daily living and business practices. This was referred to as “convergence I and II” by Thomas Friedman in his book, “The World is Flat.” According to Friedman (2007) and these other authors (Benkler, 2006; Jenkins, 2008; Tapscott & Williams, 2008), the definition of convergence has grown beyond technologies alone. Convergence refers to the generation of consumers, who use these technologies as a medium of collaboration and connection to the rest of the world. The use of generation here does not refer to a particular age, rather it speaks of a set of people, who have refused to sit back and digest everything the media feeds to them. They are producers of their own information and consumers as well. These consumers are not vulnerable to the “Hypodermic needle theory” of the media; they don’t just take in information they see or hear. What do they do?

They have made consumption, a collective process (Jenkins, 2008) and for the purpose of this blog I would refer to them as, “players.” No pun intended, but looking at the behaviors of this genre of consumers, that word struck me as the best to explain what it is that these consumers do. These players receive information, then they think about it through researching online and offline, discuss it with friends and finally accept the conclusions they have drawn. Do you see why I used the word, “player?” They go around and then finally settle on what they think is best.

Jenkins (2008) noted that “the circulation of media content depends heavily on consumers’ active participation.” Benkley (2006) mentioned that “individuals more than the owners control this networked economy.” Lastly, Tapscott & Williams (2008) pointed out that “individuals had the power or opportunity to link up in loose networks of peers to produce goods and services….”

The floor is now open for anyone willing to be among these active consumers; but as added by Jenkins (2008), not all participants are created equal. I know what you are thinking, here comes the popularity principle again! Hmmm…not really, there is a difference!

The difference is that in this case, participants are not equal based on their strategic positioning in life. For example, one cannot expect an ordinary Citizen’s participation to be considered equal to that of the President. Not necessarily because of their different status, but rather the fact that the President obviously has to participate and collaborate more with people in the same country and outside of it. That way, the President becomes more empowered through his or her choice to participate. Imagine if the President had chosen to fold his or her arms and not care about politics, and you decided to do something about it, you would become the higher participant because you would be the President.

The power is in your hands, what are you going to do with it?

Content: “Everywhere you go”

At this point, I am reminded of a popular telecommunications provider in Nigeria, known as MTN that has the slogan, “Everywhere you go.” The slogan was coined to depict how widespread the network is in Nigeria. This idea is quite similar to what information has become in the world today; if information had a super power, it would be called, “fluidity,” which connotes how flexible it has become. The convergence being discussed here involves the free flow of information across the various forms of media (Jenkins, 2008). In other words, no longer is information restricted to a few elite in the society or one kind of technology or equipment; it is available to everyone who desires to participate.

Remember, those days when only a few had access to books or some form of printed information. Word of Mouth was the “in thing.” Who you knew determined how much you knew. But, today we are in a “networked information economy” where information is free and accessible through low rate communication technology (Bentler, 2006). If you don’t have an iPad, you have an iPhone and if not, you have a laptop or a computer; even if it is not your own, you have access to it. Okay, you don’t have any of those mentioned, what about your cell phone, or television, radio, newspaper, and books in the library, which is free of charge! There is so much available information, but it is only a list of words, if no one makes sense out of it.

The point about convergence culture is not really that information is available, everyone knows that! It is really about the fact that some consumers are gathering this information across multiple media platforms and communication devices, and further using it to create meaning in their lives, businesses and society at large. So, just like Friedman (2007) noted, “If it’s not happening, it’s because you are not doing it!”

Collaboration: Different captions, but similar meaning

Just like collaboration suggests different people, organizations or places coming together to create meaning, these authors (Benkler, 2006; Jenkins, 2008; Tapscott & Williams, 2008) each had their own caption that defined the concept of collaboration.

In Benkler (2006), it was called “coordinate effects;” in Jenkins (2008), it was “collective intelligence;” and in Tapscott and Williams (2008), it was “peer production.” All of them meant the same thing, which is the coming together of individuals from across the globe to actively shape their world, through interactions with technology.

Take for instance, peer review of scholarly articles that is done by different people, selected from different locations and specializations or “our favorite” Wikipedia, in which contributions are made by individuals from every part of the world.

People are collaborating, while some others are shutting down, running away or preventing others from taking part in this new culture. Remember, these popular sayings, “no man is an island” or “united we stand, divided we fall;” these ideologies explain the concept of convergence or in this instance collaboration. When people harp on networking, it seems as if that word is being overemphasized, but the truth is that humans were created to collectively impact their world. So, switching off your TV set or your mobile phone; or turning off your data (as we call it in Nigeria) or Wi-Fi (for Yankees) and shutting down your computer will not solve anything.

It is much better and profitable to utilize the media to better your world – relationships, home, school, church, community, society and as many that resonates with you. No one knows everything apart from God; so, why not collaborate with others.

“Two good heads are better than one,” you know, and “if companies can go global, individuals too can” (Tapscott & Williams, 2008).  

  

Consequences: A blessing or a curse

Imagine the reformation and enlightenment made available through the spread of information.

Imagine the innovations in the world today as a result of collaboration.

Imagine the solutions brought to countries all over the world through communication.

Imagine the destruction taking place in some nations today as a result of this global participation.

Everything has its good and bad side, but that should not stop you from playing your own part!

Conclusion: Final agreement

The world of convergence is awaiting some great minds like you and I to step out and create solutions to the problems in the society and world. Basic information and technology has been created, all that’s left is a human mind to put it all together. Convergence is the merger between human minds and media technology.

What are you waiting for? The world is waiting!

References

Benkler, Y. (2006). The wealth of networks: How social production transforms markets and freedom (pp. 6- 43). Yale University Press. http://www.jus.uio.no/sisu/the_wealth_of_networks.yochai_benkler/portrait.a5.pdf

Jenkins, H. (2008). Introduction: “Worship at the altar of convergence”: A new paradigm for understanding media change. In Convergence Culture: Where Old and New Media Collide (pp. 1-24). New York: NYU Press. http://www.ricardollano.com/wp-content/uploads/2012/01/Convergence_culture_Jenkins1.pdf

Jenkins, H. (2008). Conclusion: Democratizing television? The politics of participation. In Convergence Culture: Where Old and New Media Collide (pp. 240-260). New York: NYU Press. http://www.ricardollano.com/wp-content/uploads/2012/01/Convergence_culture_Jenkins1.pdf

Tapscott, D., & Williams, A. D. (2008). Wikinomics: How mass collaboration changes everything (pp. 7- 33). Penguin.