Review article

CONVERGENCE OF MEDIA AND TRANSFORMATION OF AUDIENCE

Denis Kalamar ; FERI, Institute of Media Communications, University of Maribor, Maribor, Slovenia

Abstract

The development of information-communication technology represents the formation of a new technological-economic paradigm which brings a series of deep structural cuts to all parts of social life. The paper shows an altered logic of media action as a consequence of technologic development and the popularization of internet. Reflexion of the arisen change is a convergence which is in a simplest definition categorized as technological and of media. Joint or convergent communication channels which are formed on a gigantic media monopoly conglomerate affect the perception of receivers, consumers which are known under the term audience. The latter is affected by the process of transformation and it changes its original way of operation. Media concentration is changing the image of media space and means convergence in the production of content, for it is based on general audience interest and cost reduction, what denotes traditional journalism aspects and refers to editorship integration and reorganisation of the same media organisation. Even in the Slovenian media space we have encountered technology based convergence, which changed the media content production accordingly to reorganisation of media organisation, which simultaneously created and is still creating new user experience.
Convergence thus refers to social and cultural nature, which is triggering the question of forming the global village and the risk for the homogenisation of culture into an informational society.

Keywords

convergence; media; audience; transformation; technological and society changes

Hrčak ID:

173849

URI

https://hrcak.srce.hr/173849

Publication date:

30.12.2016.

Article data in other languages: croatian

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