media convergence a trend that cannot be done away
[25] Oxford Economics, The New Digital Economy: How It Will Transform Business (2011), 10. It also includes shifts within the industrial, cultural, and social paradigms that encourage the consumer to seek out new information. 3.7 In their book Media Convergence: Networked Digital Media in Everyday Life, Graham Meikle and Sherman Young observe that convergence can be understood in four dimensions: 3.8 While technological change is a constant feature of modern economies, the changes associated with convergence, digitisation and networking have been seen as providing the basis for a new ‘techno-economic paradigm’. In its review of policies for audio-visual media, the Organisation for Economic Co-operation and Development (OECD) identified four fundamental changes in the media policy environment in the context of convergence: 3.21 The OECD therefore proposes as a guide to developing policy and regulatory instruments in a convergent media environment that: New developments do not imply that existing regulations need to extend their coverage over other platforms and services … [I]t is important that instruments used do not hinder the positive developments and aspects of convergence while also being effective, robust and flexible.[17]. Drawing on the definitions of media convergence outlined above, it can be argued that one of the ways of understanding media convergence is in terms of interaction between old and new forms of media. Nearly 15.1 million Australians aged 14 or over (83% of the population) went online during the December quarter of 2010, and 71% of internet users went online at least once a day. Consequences of this trend can be viewed as both positive and negative. Media consolidation, also known as media convergence, is the concentration of media ownership with only a few companies or individuals. Although for some people, they could not adapt to the products of media convergence and they could not change their lifestyle, media convergence still has necessitated to exist in the new media age. Classification Categories and Criteria, Removing mandatory restrictions on MA 15+ content, Reforming the scope of Prohibited content, Pilot study into community attitudes to higher-level media content, Inconsistency of Commonwealth and state laws, Enforcement of classification laws offline and online, Enforcement under the classification cooperative scheme, Enforcement under the Broadcasting Services Act, State and territory online content regulation, Appendix 1. 3.39 Professor Henry Jenkins of the University of Southern California has described the relationship between media convergence and user empowerment, and its implications for traditional media companies, as follows: Convergence requires media companies to rethink old assumptions about what it means to consume media, assumptions that shape both programming and marketing decisions. [44] Australian Bureau of Statistics, Australian Social Trends: Children of the Digital Revolution
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