Media convergence is how a company spreads information to a broad audience on a range of media platforms. For example, companies will advertise their products on television, social media, on the radio, in the newspaper, amongst others. In the book it is explained that “…the ownership of such diverse operations is the key to a synergistic mode of production”(148). Synergy is the best word to describe media convergence overall because it expresses how different ways or methods, in this case communication, can come together to produce the most effective product.
As a society we haven’t achieved total media convergence. Technology is continuing to evolve and a new platform could be created tomorrow. We have had the ability to spread messages more widely with all the different forms of communication available.
Print media within society is on the decline and the internet has become more popular for news. Due to its ability to access media quickly and update with news instantly, more people prefer to read information online instead of waiting for the newspaper or magazine. “Reporters and editors can see powerful signs of their industry’s transformation in their work spaces, which have been completely redesigned so that journalists can move freely between print, television, and radio”(149). With the decline of print journalists have more creative ability of how they choose to convey their messages and explore new platforms. Along with more creative ability the news is spread to more people for a lower cost, as well as being more environmental, “…coordinated news-making activities keep labor costs down and increase the output and efficiency of the production process”(151).