Chapters 7 and 8
Media convergence is the overlapping of various media platforms. While media convergence has always existed, it has become much more prevalent in the digital age. Now companies are able to reach customers on multiple platforms for advertising. Media convergence has definitely not reached its full potential. Media platforms have changed very quickly in the past, especially in the past ten years. It is impossible to tell how it will change in the future, but I strongly believe that media convergence will become more and more ubiquitous in the coming years. New media platforms will be created, and it will become even easier to interconnect them than it already is.
On pages 149 and 150, Eric Klinenberg voices that journalists will be able to adapt to the new forms of media despite the fact that media is constantly changing. He states that journalists are “reskilled enough to meet demands from several media at once.” While journalism is undoubtedly on the decline, with most people shifting to different media platforms, it will never cease to exist because journalists will adapt to the new platforms. While print media is not as in demand as it used to be in the past, print journalists can now move to online media platforms.
Mass media has a great impact and influence on society as a whole, and the author mentions that it forces people to decide whether they agree with the popular opinion that the media is inflicting upon the public, or if they are against the views of the media (most people are influenced by mass media so they tend to have the same views and it becomes the “rule”).
With mass media becoming more interconnected, the potential to influence society is getting exponentially greater. However, this can also mean that some forms of media, particularly print media, may become obsolete in the near future.