UNIT: 3, Topic: 3
Convergence and its types: Synergy between Electronic &
Mobile Commerce
Lesson: 2
Convergence in new media refers to the blending and integration of various media
platforms, technologies, and content types. It is a result of the rapid evolution of
digital technology, which has transformed the way information is created,
distributed, and consumed. Convergence has several types and significant impacts
on new media.
Types of Convergence:
1. Technological Convergence: This occurs when different technologies come
together into a single device or platform. For example, smartphones are an
excellent example of technological convergence because they combine features
like cameras, internet access, and multimedia playback into a single device.
2. Operational Convergence: This involves the integration of various media
organizations, such as newspapers, television networks, and online news outlets,
into a single entity. For instance, many traditional news organizations have
established a strong online presence to adapt to the changing media landscape.
3. Content Convergence: This type of convergence involves the merging of
various forms of content, including text, images, audio, and video, on digital
platforms. Social media platforms like Facebook and Instagram exemplify content
convergence by allowing users to share a wide range of content types.
Impact of Convergence in New Media:
1. Changing Consumption Patterns: Convergence has given rise to on-demand
and personalised content consumption. Platforms like Netflix and YouTube offer a
wide array of content, allowing users to choose what, when, and how they
consume media.
2. User-Generated Content: The convergence of social media and mobile
technologies has empowered users to create and share their content. Examples
include YouTube vloggers and Instagram influencers, who have built substantial
followings and become significant content creators.
3. Media Accessibility: Convergence has made media more accessible. People can
access news, entertainment, and information on various devices, and this
accessibility has had a significant impact on media consumption habits.
4. Advertising and Marketing: Convergence has transformed advertising and
marketing. Advertisers can now use targeted digital advertising to reach specific
audiences, while influencer marketing has become a prominent strategy in new
media.
Synergy between Electronic and Mobile Commerce:
Electronic commerce (e-commerce) and mobile commerce (m-commerce) are
closely related and exhibit synergy in several ways:
1. Mobile Shopping Apps: Mobile devices have become a primary gateway for
online shopping. Retailers develop mobile shopping apps, providing a convenient
and seamless shopping experience. For example, Amazon's mobile app allows
users to browse and purchase products with ease.
2. Mobile Payments: The integration of mobile wallets like Apple Pay and Google
Pay enables quick and secure payments through smartphones. These technologies
simplify the checkout process and enhance the m-commerce experience.
3. Location-Based Services: Mobile commerce can utilise location data to offer
personalized promotions and recommendations to users based on their
geographical location. For instance, a user near a specific store may receive offers
or discounts on products available at that location.
4. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies
have the potential to revolutionise the shopping experience by allowing users to
visualise products in their physical space before making a purchase. This is an
exciting area for future growth in mobile commerce.
Future of Convergence in New Media and Its Impact:
The future of new media convergence will likely continue to reshape the media
landscape. Here are some trends and their impacts:
1. AI and Personalisation: Artificial intelligence will play a significant role in
content recommendation and personalisation, ensuring that users receive content
tailored to their preferences.
2. Immersive Technologies: The integration of VR and AR will offer more
immersive storytelling and interactive experiences, transforming entertainment and
educational content.
3. Blockchain and Content Verification: Blockchain technology may be used to
verify the authenticity of content and combat misinformation, which is a growing
concern in new media.
4. Content Monetisation: New forms of content monetization, such as NFTs
(Non-Fungible Tokens), could provide creators with new ways to profit from their
digital content.
5. Cross-Platform Integration: Further integration of content across platforms
will make it easier for users to access their preferred content seamlessly, regardless
of the device or platform.
In conclusion, convergence in new media has revolutionised the way
content is created and consumed. The synergy between electronic and
mobile commerce is likely to continue to provide users with more
convenient and personalised shopping experiences. As technology
evolves, new opportunities and challenges will emerge, shaping the
future of new media and commerce.
- Dr Praveen K Singh
VSJMC, VIPS
