Media Convergence is the idea that new technologies are brining together different mediums and are redefining our media environment. Changes in communications and information technologies are reshaping and changing our eveyday lives, such as how we create, consume, learn and interact with each other. New technology has allowed us to redefine media content and in doing so have altered the way people interact with the core institutions of our society, such as government, education and commerce.
Henry Jenkins has been recognized in this field of media convergence with his book, “Convergence Culture.” In this book he touches on the many aspects of media convergence which are redefining our media environment, including its different kinds – technological, economic, aesthetic, organic, and global. Jenkins provides a theory of how convergence comes from both top-down and bottom-up. That is, 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 the manufacturer puts into its product, consumers will ultimately decide how it is used.