1. Re-cap prior learning –
Discuss and identify HOW the internet has achieved this!

2. YOU MUST write a PEA Paragraph explaining HOW the “behaviour” of audiences has
changed.
YOU SHOULD refer to at least 1 Product that defines this “transformation” and tie in
theory
Extension – YOU COULD use both sides of the white board and write more than 1 PEA
Paragraph
P
E
A
The internet, in particular social media, has transformed the
behaviour of audiences as they are ‘flowering their voices’ (De
Sola Poole – 1977).
For example, we are ‘increasingly in command’ (Tapscott & Williams – 2006)
through the internet and have the power to select and report news events
through social media and micro blogging products such as Twitter, for
example……
https://twitter.com/OscarTrial
This empowerment to take on the role of prosumer and ‘citizen journalist’
(Gillmor – 2004) has meant a a new ‘moral panic’ (Barker – 2001) has and is
taking place amongst traditional media such as…..

3. Convergence & Miniaturisation – L4
Unit G325: Section B – Critical Perspectives in Media
Thursday 13th March 2014

4. Why?
Aims & Objectives
• Re-cap Prior learning and TEST knowledge
of key terms/theory covered so far.
• Introduce the idea that human like qualities
now exist in media products.
• How technology is now expected to
converge with other platforms and
technologies
• How technology has evolved and become
miniaturized
• Has the distinction between the real world
and virtual world disappeared?
• Review the learning.
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and (AO1)
Apply knowledge and
understanding to show
how meanings are
created when analyzing
media products.

5. Anthropomorphising
Definition: “Giving a technology human like qualities, for example:
– UCC media product that all of a sudden conveys a picture of the
member, their interests etc, even down to the “Like” status (Thumb)”

6. YOU MUST (in pairs/3’s) write down 3
ways in which human like qualities
now exist in the media, in particular
new media products.
YOU COULD explain the impact the
institution have in providing this
“human like quality” within their
product on the audience.
WHAT DO YOU ALREADY KNOW?

7. FEEDBACK

8. What is CONVERGENCE?
Here are some examples:
1) Social network sites
2) The 140-word instant Twitter
3) The avatars that can help shape our identities in the virtual
worlds of computer
4) Broadcast TV via devices such as the BBC’s i-Player

9. These are all GREAT examples of CONVERGENCE that YOU SHOULD use in the
exam, especially fi you get a question like:
To what extent has Convergence transformed the media?

10. This product, like many converging media products (Broadcast and E-Media Platforms)
are “providing audiences with the kinds of entertainment experiences they want”
(Jenkins – 2006). This also ‘signifies’ (De Saussure) HOW Seinfeld (any many other
figures within the industry) are going to continue to “courted across multiple media
platforms” (Jenkins – 2006)
DO YOU HAVE ANY EXAMPLES OF
WHERE YOU HAVE BEEN “COURTED ACROSS MULTIPLE MEDIA PLATFORMS”?

11. You are going to watch a short video about
the role of Convergence within the
contemporary media landscape.
YOU MUST produce a “Mind-Map” of
some of the key verbal codes/statistics
presented in the video clip and write down
some of the examples that are written on
the board.

12. FEEDBACK

13. “Multiple Platform-Day-and-Date Release”
‘A Field in England (2013 – Film Four)

14. CONVERGENCE
“One of the cultural effects of we media and convergence is
the bringing together of young people in virtual
neighbourhoods via Social Networking Sites(SNS), especially
when accessible via mobile phone”.
CASE STUDY EXAMPLE:
I-Phone 5

15. How many products and
services can you identify in
this I-PHONE 5 screen?
Hyper Reality –
Has the “distinction between
the real world and virtual
world disappeared” (Hyper
reality) OR has it “changed
shape” (Lull – 2006)

16. MINIATURISATION
Technology is getting smaller
and smaller, which enables
media consumers – as well
as “Prosumers” – with the
portability to access current
affairs and other media
products that are usually
consumed through
traditional media platfforms.

17. Convergence Culture:
Where Old and New Media Collide
Dr. Henry Jenkins – (2006)
Jenkins describes the (never expected amongst traditional
media institutions) “co-operation between multiple
media industries” in providing media consumers with the
“kinds of entertainment experiences they want”.

18. Co-Operation from the Popular Press….
Get this institutional information down!
Headline
1) What does the verbal code of the Headline ‘inject’
(Hyperdermic syringe theory) into our minds about
this print media institution?
2) Identify x2 other verbal codes that denote their
negative feelings towards the brand.

19. Convergence Culture:
Where Old and New Media Collide
Dr. Henry Jenkins – (2006)
YOU MUST write down as many examples of
features, and apps (applications) that conform to this
ideology.
YOU COULD state how these features and/or apps
apply to other key terms/theory form your handout.

20. What have you learnt today?
• Are there human like qualities in media products?
• Are products converging with other platforms and media products?
• Has the distinction between the real world and virtual world
disappeared?
Or…..

21. Build on prior learning –
HOW else has it been transformed??

22. Revise for a Test scenario for next lesson
on the areas we have covered so far from
lessons L1 – L4
(Mind Maps, Flash Cards etc.)
Due: Next lesson - L5
Homework!