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What is Media Convergence

Handbook of Research on Transmedia Storytelling and Narrative Strategies
The transformation of traditional media into new media and the addition of new functions to all the experiences of traditional media.
Published in Chapter:
Fans' Narrations: A Study on the Reproduction Practices of Branding Stories in the Context of Participatory Culture
Ersin Diker (Gümüşhane University, Turkey) and Birgül Taşdelen (Gümüşhane University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch015
In today's world, with the development of technology, brands have turned to new communication means and methods apart from traditional communication tools like television, newspapers, magazines, cinemas, etc. in order to differentiate and escape from their competitors in an increasingly competitive environment. Storytelling and social media are the leading ones among these tools and methods. Thus, brands aim to create branding process and brand loyalty through the strategic communication they have established in social media with consumers. The concept of participatory culture has expanded thanks to digital communication technologies and social media. Fans who have an important place in the storytelling of transmedia reshape a story, associate it with their own lives, and recreate it by producing it again through various media, especially social media. Thus, in this study, it is aimed to reveal how the transmedia storytelling which has been awarded with fan comments in the context of participant culture contributes to brand communication, image, reputation, and marketing.
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The Role of New Media in Contemporary Entertainment Culture
Integration of conventional and new media together to create a higher user experience.
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Instant Messaging and Texting
The development of computer programs, mobile applications, and electronic devices that brings multiple functionalities into one device, program, or application. Smartphones exemplify media convergence in that within one device, an individual is able to communicate by voice, text, image, access the Internet, download and listen to music or podcasts, play games, read books, etc.
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Comparative Approaches of the IGI-Global Collection
Based on the combination of communications processes on digital technologies and creates new dynamics between and among existing technologies, industries, markets, genres and audiences.
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Making It for the Screen: Creating Digital Media Literacy
The natural, continual, accelerating evolution of technology resulting in a more integrated, inescapable coming together of multiple avenues of information, entertainment and online communication.
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New Media Technologies and Childhood Education for Development Purposes in Africa
The merging of distinct media technologies including old and new media into digitized formats that can be accessed using portable devices such as smartphones, computers, tablets, smart televisions, etc.
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Return of Fandom in the Digital Age With the Rise of Social Media
The media synergy that involves the interconnection of information and communications technologies, fan networks, and media content, representing a cultural shift from media holding the upper hand to grassroots participation and collective intelligence in participatory culture.
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