In her article New Media Worlds? Challenges for Convergence one of Fran Nightingale’s key aims is to present a clear definition of media convergence. She firstly outlines the way convergence “has the capacity to disrupt existing media industries by precipitating deconstruction and disintermediation.”(Nightingale, 2007 p.19) She discusses that traditional media industries central structures are having to be reformulated but they are also having to share their traditional market share with new media forms.
At the same time she asserts “Convergence is understood…as an ongoing process or series of intersections between different media systems, not a fixed relationship.” (Nightingale, 2007 p.20) This is an important distinction that Nightingale makes, essentially convergence happens as multiple media systems coexist, no longer have the set divisions of the past and media content is encouraged to flow fluidly across them. It is the process of this that traditional media forms find the need to adjust.
In defining the terms of deconstruction and disintermediation she draws on the example of the television, which faced a combination of both. Television not only had to dismantle and ‘reformulate’ its traditional business structure, it also faced competition from the Internet and subscription TV. Nightingale asserts that Television not only faced a resegmentation of its audience but a complete transformation. She follows on that in terms of dealing with convergence “A more constructive approach to Internetisation…is evident in the strategic investments television companies are committing to online businesses that compliment the television business.” (Nightingale, 2007 p.25)
I found it interesting that Nightingale asserts early that “it was once assumed that digitisation and convergence would result in a mono-media world.” I know I personally shared the same view. I imagined everyone would have their own personal communication/entertainment/multimedia/super handheld device/thingy and though it might have seemed like it was heading that way, it is clear that the ‘mediascape’ is more complex than ever. As Nightingale states;
“Rather than concentrating media in one device, the current expression of convergence addresses multiple devices, wireless access and continuous connectivity to individually preferred networks of personal and work contacts, and leisure and entertainment resources.”
A long quote but I think it effectively conveys how diverse media is becoming. It also leads me to question how many different media platforms I use everyday. I guess this shows the significance in the current research assignment.