Convergence Culture

Just stumbled upon this book, seems like a must read...

Convergence Culture maps a new territory: where old and newmedia intersect, where grassroots and corporate media collide, wherethe power of the media producer and the power of the consumer interactin unpredictable ways.

Henry Jenkins, one of Americas mostrespected media analysts, delves beneath the new media hype to uncoverthe important cultural transformations that are taking place as mediaconverge. He takes us into the secret world of SurvivorSpoilers, where avid internet users pool their knowledge to unearth theshows secrets before they are revealed on the air. He introduces us toyoung Harry Potter fans who are writing their own Hogwartstales while executives at Warner Brothers struggle for control of theirfranchise. He shows us how The Matrix has pushed transmediastorytelling to new levels, creating a fictional world where consumerstrack down bits of the story across multiple media channels.Jenkinsargues that struggles over convergence will redefine the face ofAmerican popular culture. Industry leaders see opportunities to directcontent across many channels to increase revenue and broaden markets.At the same time, consumers envision a liberated public sphere, free ofnetwork controls, in a decentralized media environment. Sometimescorporate and grassroots efforts reinforce each other, creating closer,more rewarding relations between media producers and consumers.Sometimes these two forces are at war.

Jenkins provides ariveting introduction to the world where every story gets told andevery brand gets sold across multiple media platforms. He explains thecultural shift that is occurring as consumers fight for control acrossdisparate channels, changing the way we do business, elect our leaders,and educate our children.

Added that to my reading list.
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