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New York University Press
August 2006
On Sale: August 1, 2006
336 pages
ISBN: 0814742815
EAN: 9780814742815
Hardcover
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Non-Fiction
Convergence Culture maps a new territory: where old
and new media intersect, where grassroots and corporate
media collide, where the power of the media producer and the
power of the consumer interact in unpredictable ways.
Henry Jenkins, one of America’s most respected media
analysts, delves beneath the new media hype to uncover the
important cultural transformations that are taking place as
media converge. He takes us into the secret world of
Survivor Spoilers, where avid internet users pool
their knowledge to unearth the show’s secrets before they
are revealed on the air. He introduces us to young Harry
Potter fans who are writing their own Hogwarts tales
while executives at Warner Brothers struggle for control of
their franchise. He shows us how The Matrix has
pushed transmedia storytelling to new levels, creating a
fictional world where consumers track down bits of the story
across multiple media channels. Jenkins argues that
struggles over convergence will redefine the face of
American popular culture. Industry leaders see opportunities
to direct content across many channels to increase revenue
and broaden markets. At the same time, consumers envision a
liberated public sphere, free of network controls, in a
decentralized media environment. Sometimes corporate and
grassroots efforts reinforce each other, creating closer,
more rewarding relations between media producers and
consumers. Sometimes these two forces are at war.
Jenkins provides a riveting introduction to the world
where every story gets told and every brand gets sold across
multiple media platforms. He explains the cultural shift
that is occurring as consumers fight for control across
disparate channels, changing the way we do business, elect
our leaders, and educate our children.
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