Convergence Culture

Convergence culture is the combining of different forms of media into one, creating an experience that is seamless rather than separate, where every part is necessary and is viewed as a whole rather than individual pieces. We don’t consciously think about going to the internet now; it’s just a part of our lives and it just happens. While the most active participant of convergence culture is white males from 18-34 with a disposable income, Jenkins is researching how this convergence culture will continue to expand outward from his initial understanding.

 Jenkins says, “consumption has become a creative process”, meaning that as we each take in media individually, we collect and are drawn to different fragments of the whole. Then as we discuss and communicate together, we build and combine these fragments to reinterpret the media and culture around us. Additionally, the Internet has given us ways to talk back and shape our culture, instead of just reading the newspaper and accepting what it says. That has translated into how companies are interacting with customers, causing them to reach out, listen, and engage instead of just using traditional marketing. Additionally, the more traditional aspects of marketing now draw attention to the interactive ones, as they all lead to the same place but are becoming increasingly integrated for successful campaigns.

Online Consumer Behavior

Yesterday I was procrastinating on Facebook, and I came across an article about American Girl dolls and the products that have gone “extinct”. The dolls that they don’t make any more are the historical characters and with specific storylines; now, a young girl would rather get a “look-alike” doll instead. This was really interesting to me, seeing how the toy market (and pretty much every market, clothes, tv, etc) is becoming more and more about customizing to the user, instead of mass-creating. Instead of being like everyone else, society is changing to celebrate differences, creating new niche markets every day. This is perfectly reflected in the Long Tail Theory.

My online consumer behavior definitely falls under “bargainer”. I always buy in bulk to get free shipping, and only if I can return items for free if they don’t fit or work. I rarely buy full price, and I also wait 24 hours before buying something to see if I really want it. The downfall is that sometimes I buy something even if I don't need it just because it's a good deal. A bit of being over compulsive sometimes costs me more in the end.