Convergence and Creative Engagement

The author’s understanding of convergence culture is about how the way people receive information through media is changing. Everyone can see this in our day to day lives. There are many different technological, industrial, cultural, and social changes happening all the time. These have impacted the way media circulates in our culture. People used to hear about things by word of mouth. Then by newspaper articles, and now people get connected through social media and the internet. That is the main way that media circulates now. The three different types of convergence are technology, media, and economic. Technology convergence has to do with availability. Media convergence has to do with users. Economic convergence has to do with money. Amazon is a website that is a good example of showing all three of these different types of convergence. Convergence is where old and new media collide. Creative engagement is how you get people engaged in the new types of media. It is hard for people to change the ways they receive their information. By using creativity, it make the transition easier for everyone. The internet uses interactivity, in a creative way, on websites to get people involved and online. Now we have to come up with creative ways to get people engaged in convergence, and understand how old and new media are colliding.

The Six Online Consuming Segments and Online Consuming Behavior

The six online consuming segments are peer-to-peer, freemium, long tail, cross-subsides, zero marginal cost, and gift economy. The Long Tail Theory was very interesting to me. Websites like Amazon.com fall under this theory. It is where you have large amounts of more obscure items. This theory is about items that are sold, but they are not all popular items. These items are cheaper, widely available, newer items, and handmade goods. There is a high number of goods and a low cost of reaching markets. It is a way to tailor to personal taste. An example of the Long Tail Theory would be my cupcake website I created. It is a way for me to sell handmade goods to a wide variety of people. It makes what I am selling widely available. Some of the effects of the Long Tail Theory are democratization of the means of production, democratization of the means of distribution, and greatly reduced cost of connecting suppliers and consumers. The different online consuming behaviors are simplifiers, surfers, connecters, bargainers, routiners, and sportsters. I would consider my own online consuming behavior as a simplifier. I like convenience when I go online or when I do anything. Websites that are quick and easy, like Amazon.com, are the ones I use. I do not like pop-up windows or unsolicited emails either.  I think the simplifier online consuming behavior relates to the cross-subsidies consuming segment. Cross-subsidies are any product that entices you to pay for something else. One way or another, everyone is willing to pay eventually. Since I am a simplifier, this happens to me when I upgrade my cell phone. They phone company makes it seem really simple and easy.  It also appears to be cheaper at the time, but I always end up paying more money somehow.