A REFLECTION PAPER ON THE NOTION OF MEDIA

CONVERGENCE

Ameyu Etana
Graduate student of school of Journalism and
Communication, Addis Ababa University
Ameyu Etana, December 2013 Addis Ababa University, Ethiopia

Email: ameyuetana@gmail.com

Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu

I.

Introduction

Different scholars define media convergence differently. However the next definition would be
more viable. As cited in Quinn, S. & Filak, V. (2005:7) Larry Proyr defined convergence as,
Multiple products for multiple platforms to reach a mass audience with interactive content, often
on a 24/7 timescale.

And Professor Rich Gordon has identified at least five forms of

convergence in the USA: ownership, tactical, structural, information- gathering and presentation
convergence (Ibid 4-6).
Media convergence may vary from country to country, culture to culture both within countries &
media companies. Other than definition, those scholars have no the same outlook towards media
convergence. Some are for and others are against it.

II.

Reflection Towards Media Convergence

I am among those who say media convergence is good for the very notion of journalism but, no
without doubt. Later on, I will try to present it though I thought it couldnt weigh than its
advantage. And ignoring convergence is the same to ignoring globalization, which is little to
succeed on.
The ultimate goal of convergence is to provide a better, more comprehensive, news product to
the consumer &, thereby, to improve the competitive positions of the partners. By doing so, an
audience can get in-depth local news coverage & a wider variety of information. And these
messages have the power to reach vast audiences than before, multiple platform audiences.

Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu

The driving force behind media convergence, the internet & digital technology, made audiences

not only consuming but also enabled them to archive, annotate & re-circulate media content in
powerful new ways than that of traditional media. Therefore, the collision of old and new media,
convergence, has good advantage for audiences.
Other than audiences, media convergence has something it takes for the benefit of journalists. It
let them to do better journalism by sharing their experience with other media professionals of
different background. They get multi-skill and make them more marketable for any potential
employer, which is best for those who want to serve the public.
Convergence is both a top-down corporate driven process & a bottom up consumer driven
process. Corporate convergence coexists with a grass root convergence. And this is a big benefit
as it lets audiences up to producing content of the mass media and influences those who govern.
This is a big win since we are becoming far to earn the older concept of the press as a watch dog.
Although the big winners of media convergence are audiences, media institutions share the same.
For instance, convergence gives life for news paper as it renders information 24 hours a day.
Having strong participation of audience has in turn a benefit for media companies as it invite
advertisers, and let them feel strong to serve the governed.
On the other hand, this has a positive consequence in creating a community by building
fragmented audiences, which is journalism, is for.
While living in information age and globalized world ignoring media convergence is ignoring
technology, which is the force behind both media convergence and globalization. Regulation and
economy are also matters for the creation of media convergence.

As media regulation is

dependent on the media systems, the world we are living in is seeing less distinct of media
Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu

systems than a generation ago due to globalization and media conglomerate. Therefore, one can
have a look as media convergence is becoming popular in a world we live in. Thereby, without
ignoring using it for its best will be a noble idea. Recently, with the absence of strong media that
fosters democracy though it become threat to national security and freedom of press, the internet,
is the best tool in discharging journalistic responsibility and has unprecedented multi faceted
approach to covering important news stories.
However, as media convergence is a big instrument its aim should be always for the public.
Unless the consequence is harm; like that of using freedom of press for non-public purpose.
The man who first introduced the concept of convergence in 1995, John Haile said, Journalism
needs advertising and advertising needs journalism, because advertising pays for good reporting
just as good reporting attracts customers for advertisingIf the equation is balanced
convergence can work(Quinn, S. & Filak, V.(2005:14).
Unfortunately, due to miss-coordination the main benefit of convergence is branding (NRJ,
2004:63). But this is not the ultimate of convergence. This leads us to the myth of convergence.
In our history we have experienced business meddling in journalism. Thats why critics ask
media convergence is journalistic or economical? Since, convergence has multiple opportunities
for media conglomerates whenever greedy owners may derail the way to truth. Therefore,

doubt strongly if the equation shifted simply the very notion of journalism will fail at all.
Under the name of increasing productivity convergence fewer the number of reporters and
increase their pressure. This is meant by minimizing heroes of journalism who are public
surrogates & this is against professionalism, as well. If not the journalist who is for the public

Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu

then? The other issue is about diversity. Freedom of press is for information pluralism and
diversity. And I do believe convergence has this drawback.

III.

Conclusion

As convergence has something best for the public to whom journalism is operated, I will be
happier to convergence at the expense of its drawbacks but, needs due consideration while
application since it is at the apex of to using it for journalistic or economic purpose.

Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu

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Ameyu Etana (2013). A Reflection Paper On The Notion Of Media Convergence. Addis Ababa University,
Ethiopia. Available at: www.academia.edu