1) Jenkins defines convergence culture as the collision of old and new media, where all content like words, images, and sounds can be digitized and shared across different platforms. 2) Media companies have expanded horizontally by controlling interests across many industries like film, TV, books and music. They exploit popular brands across different media to make more money. 3) Consumers navigate the new media landscape through "organic convergence," where they engage with multiple media like TV, music, and email simultaneously through multitasking.

1. Alice, Lauren, Emma and Lucy

2.  Convergence culture is where old media and
new media collide, according to Jenkins we
are now entering the convergence culture.

3.  “What Nicholas Negroponte labelled the
transformation of “atoms to bits,” the
digitization of all media content. When
words, images and sounds are transformed
into digital information, we expand the
potential relationships between them and
enable them to flow across platforms.”

4.  We think that by this, Jenkins means how
everything – from the written word to
photographs – can now be made digital, or
technical. We have “converted” speech into
something “technological”.

5.  “The horizontal integration of the
entertainment industry. A company like AOL
Time Warner now controls interests in film,
television, books, games, the Web, music,
real estate and countless other sectors. The
result has been the restructuring of cultural
production around “synergies,” and thus the
transmedia exploitation of branded
properties— Pokemon,Harry Potter, Tomb
Raider, Star Wars.”

6.  This means that media companies are
expanding to be more economical, to make
more money. As they grow, so does their
income, as well as their ability to dominate.
They are “converting” their companies to
support not just one industry (e.g. Film or
television), therefore developing
“economically”.

7.  “Consumers’ multitasking strategies for
navigating the new information environment.
Organic convergence is what occurs when a
high schooler is watching baseball on a big-
screen television, listening to techno on the
stereo, wordprocessing a paper and writing
e-mail to his friends. It may occur inside or
outside the box, but ultimately, it occurs
within the user’s cranium”

8.  Organic/social convergence could relate to
how we find out new information by using
different mediums and then we communicate
it – passing on information to those that do
not know it. It is a learning experience, and
we are part of it by learning and teaching.
We are “converting” our knowledge to
something “social”.

9.  “The explosion of new forms of creativity at the
intersections of various media technologies,
industries and consumers. Media convergence
fosters a new participatory folk culture by giving
average people the tools to archive, annotate,
appropriate and recirculate content. Shrewd
companies tap this culture to foster consumer
loyalty and generate low-cost content. Media
convergence also encourages transmedia
storytelling, the development of content across
multiple channels. As producers more fully
exploit organic convergence, storytellers will use
each channel to communicate different kinds
and levels of narrative information, using each
medium to do what it does best.”

10.  This means that different cultures get to
experience the same media. It is broadcasted
over the internet to a wide audience. This
could also be seen as social convergence, as
it is basically the learning and teaching
process but across a larger spectrum of
people. We are “converting” our knowledge
to different “cultures”.

11.  “The cultural hybridity that results from the
international circulation of media content. In
music, the world-music movement produces
some of the most interesting contemporary
sounds, and in cinema, the global circulation
of Asian popular cinema profoundly shapes
Hollywood entertainment. These new forms
reflect the experience of being a citizen of
the “global village.””

12.  This means how every country around the
world effects us. We all influence how
everywhere else works. We contribute new
ideas to cultures that have never
experienced some of the things we may
have.