According to Jenkins (2004), ‘convergence alters the relationship between existing technologies, industries, markets, genres and audiences’. 10 years on, we see this quote still ring true especially with social media platforms where content can flow with ease over multiple mediums photos.
Social media has grown globalisation, breaking previous barriers between countries such as time and space and allowing people all over the world to connect with each other. Instagram allows you to follows people all over and the world, but the most important tool that the use is the use of pictures. Pictures break the language barrier and allow a form of communication that everyone can understand. “We are given the power to reach anyone and the tools to do it. We are having conversations in unparalleled ways with unparalleled access to the people and forces who can help create change.”(Garlaneau, 2012) For example, the Frank marketing campaign through Instagram,#GetDirtyWithFrank, can be recognised and understood all over the world.
“By convergence I mean the flow of content across multiple media platforms, the cooperation between multiples media industries, and the migratory behaviour of media audiences” Henry Jenkins (2004). From this quote you can see the elements that Instagram has created to introduce new forms of community, participation and knowledge production due to migratory habits. Catering to a prosumer social media means that they are less loyal and have more movement between the different platform. The ability to share photos from Instagram to Facebook, Twitter, Tumblr, Flicker, etc, makes the audience interconnected with the different platforms and less likely to move away to other forms of social media. Most of the photos embedded into tweets lately are photos taken from Instagram!
“Audiences no longer want to be restricted. They want to watch it when they want to and where they want to.” (Moore, 2014) With Convergent media like Instagram it is hard to control the flow of data and shows the unpredictability of these platforms. Some technologies in the platform when brought together can cause a problems such as Instagram’s current viral trend the #aftersex selfie. In Radulova’s blog post (2014) she explains that instead of seeing trends such as food, we have taken the seflie to jaw-dropping new lengths with these new pictures. “Unsurprisingly, #aftersex selfie has attracted a fair amount of ridicule with pictures of hands and fingers as well as cartoons dominating the hashtag’s stream.” (Radulova, 2014)
Jenkins, H. 2004, The cultural logic of media convergence, International Journal of Cultural Studies, Volume 7(1): 33- 43
Garlaneau, L 2012, 10 Ways Social Media Is Transforming Our World, jeffbullas.com, WordPress post, unknown, viewed 30/3/14, <http://www.jeffbullas.com/2012/02/06/10-ways-social-media-is-transforming-our-world/>
Moore, C 2014, ‘Platforms, Permissions and Ideologies’, Lecture Week 4, UOW, 25/03/2014
Radulova, L 2014, Rise of the #aftersex selfie: The post-coital Instagram snaps which really are too much information, Daily mail, viewed 30/1/14, <http://www.dailymail.co.uk/femail/article-2593943/aftersex-selfie-trend-goes-viral-Instagram.html >