Convergence

The media industry is going through a shift which consists of old forms of media becoming obsolete such as broad cast, print and even DVD. These old forms of media aren't so old, the DVD is relatively new but thanks to new and ever growing technology's it is being pushed aside, it does try and evolve with these new technology's but will it survive? An example of this is Blu-ray DVD's these were meant to be revolutionary in picture and sound quality but new forms of media such  as "love film or Netflix" have the same picture and sound power along with an every growing library of movies and TV shows. "New media was going to push aside old media, the internet was going to replace broadcasting." ( Henry Jenkins,2008,Pg.4) Figure 1

Figure 1

Others would say that old forms of media and technology have evolved together to create a hybrid of new technology that is more powerful than ever before. An example of this is the Iphone, this peace of technology is a Phone, MP3 player,video camera, internet browser and so many more. The list gets bigger with every up date at present we have the Iphone 5s which can be seen on figure 2.

Figure 2

Figure 3 is an example of every peace of technology that has been made obsolete by the Iphone.

Figure 3

"Convergence is the window of opportunity for traditional media to align itself with technologies of the 21st century". (Gershon 2000; Fidler 1997). This theorist thought that one day new and old technologies would meet to create new forms of media. The Iphone is a perfect example of convergence as it is older forms of media that have evolved in to one united handy to used device that is constantly growing.
Both of these theorists had opposite views but both were generally right as some older forms of media evolve to create new improved better versions of themselves. Others die out and are replaced with the latest craze that one day could be replaced just as easily.

• Henry Jenkins,2008,Convergence Culture: Where old and new media collide, New York University Press 
• Gershon, R. A. 2000, The transnational media corporation: Environmental scanning and strategy formulation