The theory of Media Convergence posits that new technologies bring together different mediums and consequently redefine the media environment. According to the theory, changes in communications and information technologies reshape and change everyday life, altering patterns of creation, consumption, learning, and interpersonal interaction. New technology redefines media content and alters human interaction with social institutions such as government, education, and commerce.
Henry Jenkins popularized the concept of convergence culture in his 2006 book of the same name. In "Convergence Culture," Jenkins analyzes many aspects of media convergence currently redefining the technological, economic, aesthetic, organic, and global media environment. According to Jenkins, convergence is both a "top-down" and "bottom-up" phenomenon. When a new technology is created, both the manufacturers and the users of the product influence the way it is used. Thus, no matter how much thought and planning a manufacturer puts into a product, consumers will ultimately decide its fate in the cultural marketplace.