Jenkins Introduction and Chapter 4
Henry Jenkins is an American Media Scholar and Professor of Communication, Cinematic Arts,and Journalism at USC. He recieved his PHd in Communication Arts at UWM. Jenkins focuses on how individuals in contemporary culture combine numerous different media sources. He suggests that media convergence be understood as a cultural process, rather than technologically. Jenkins research also includes the field of video game studies.
Convergence culture is “where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways”, as well as the relationship between three concepts-media convergence, participatory culture, and collective intelligence.(2). Overall, Media convergence is a world where all worlds (technological, social, cultural) collide and can be explored by all. It is shaped by peoples differing perspectives and unique experiences to various media, melted together by both grassroots and mainstream media sources. Convergence also alters the relationship between existing technologies, industries, markets, genres, and audiences. Jenkins states that it is our participatory nature that keeps media convergence alive. Through the use if colective intelligence we are able to create new ideas out of old and reworked concepts, so the continuation of these concepts can be reworked into even more creative and new ideologies. Jenkins warns of the dangers of media convergence moving to quickly, stating “ old paradigms are breaking down faster than the newones are emerging”. Moving to quickly doesn’t give time for reflection on the current state of media technology and dismantles companies before they get a chance to fully develop. Jenkins specifically discusses how the delivery system of media is converging and convergence elements are both compatiable and mismatched socially, culturally, and physically.
Overall, Jenkins’s perspective can be stated in this paragraph, “We are entering an era of prolonged transition and transformation in the way media operates. Convergence describes the process by which we will sort through those options. There will be no magical black box that puts everything in order again. Media producers will only find their way through their current problems by renegotiating their relationship with their consumers. Audiences, empowered
by these new technologies, occupying a space at the intersection between old and new media, are demanding the right to participate within the culture”.
In Chapter 4 Jenkins uses Star Wars as an example of media convergence and advancement. Star Wars is a great example of media convergence and exemplifies the ideology of a participatory culture. Without the Star Wars participatory culture, the legend of Star Wars would not exist. The way Star Wars fans intereact with movie is very diverse. Fans re-create and parody movies on the internet , are inspired to produce new media based on the movie, hold conventions, and have developed a collector’s market that thrives in-store and through the internet. Through the use of the internet visibility of fan culture is more prominent than ever (131).
Chapter 4 restates that the current moment of media change is reaffirming the right of everyday people to actively contribute to their culture, a culture that encourages broad participation (shaped by socio-cultural protocols), grassroots creativity, and a bartering or gift economy. Everyone's a participant but participants may have different degrees of status and influence.
When it comes to dealing with the intersection between corporate and grassroots modes of convergence,neither produces or consumers will the have answers.
Jenkins says consumers can achieve balance by accepting and actively promoting some basic distinctions between media. Media producers can gain greater loyalty and more compliance to legitimate concerns if they court the allegiance of fans. Future media will be place more emphasis on the consumer than ever before thus the participatory nature of the consumer is essential for the thiving of media. To me this means we will be in control of the content we are marketed by how we respond to it, this can have both negative and positive consequences.
Overall, Jenkins looks at DIY craft as an essential aspect of participatory culture, he encourages it yet warns of both the negative and positive aspects it has on culture, society, the consumer and big business.
Midterm Project Progress
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