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Responding to the contradictory nature of our current
moment of media change, this article will sketch a theory of media convergence
that allows us to identify major sites of tension and transition shaping the mediaenvironment for the coming decade. Media convergence is more 代写媒体管理论文than simply atechnological shift. Convergence alters the relationship between existing
technologies, industries, markets, genres and audiences.

K E Y W O R D S collective intelligence

creative industries

The American media environment is now being shaped by two seemingly
contradictory trends: on the one hand, new media technologies have
https://www.51lunwen.org/mediamanagement/lowered production and distribution costs, expanded the range of availabledelivery channels and enabled consumers to archive, annotate, appropriate
and recirculate media content in powerful new ways;1 on the other hand,
there has been an alarming concentration of the ownership of mainstream
commercial media, with a small handful of multinational media conglomerates
dominating all sectors of the entertainment industry.
Few media critics seem capable of keeping both sides of this equation in
mind at the same time. Robert McChesney (2000) warns that the range of
voices in policy debates will become constrained as media ownership
concentrates. Cass Sunstein (2002) worries that fragmentation of the web
is apt to result in the loss of shared values and common culture. Nick
Gillespie (1999) points towards a ‘culture boom’, while Mark Crispin
Miller (2002) speaks of an American ‘monoculture’. Todd Gitlin (2003)
worries about a ‘media torrent’, whereas Grant McCracken (1997) sees the

References
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Gillespie, Nick (1999) ‘All Culture, All the Time’, Reason (Apr.).
Gitlin, Todd (2003) Media Unlimited. New York: Owl Books.
Hendershott, Heather (2004) Shaking the World for Jesus: Media and
Conservative Evangelical Culture. Chicago, IL: University of Chicago Press.
Jenkins, Henry (2002) ‘Interactive Audiences?’, in Dan Harries (ed.) The New
Media Book. London: British Film Institute.
Levy, Pierre (1997) Collective Intelligence. Cambridge: Perseus.
McChesney, Robert (2000) Rich Media, Bad Democracy. New York: New
Press.
McCracken, Grant (1997) Plenitude. URL: https://www.cultureby.com/books/
plenit/cxc_trilogy_plenitude.html
Marshall, P. David (2002) ‘The New Intertextual Commodity’, in Dan Harries
(ed.) The New Media Book. London: British Film Institute.
Meehan, Eileen (1990) ‘Why We Don’t Count’, in Patricia Mellencamp (ed.)
Logics of Television. Bloomington: Indiana University Press.
Miller, Mark Crispin (2002) ‘What’s Wrong with this Picture?’, Nation (7 Jan.).
Sunstein, Cass (2002) Republic.com. Trenton, NJ: Princeton University Press.
● HENRY JENKINS is the director of the comparative media studies
program and holds the John E. Burchards chair in the humanities at MIT.
He is the author or editor of nine books, including Textual Poachers:
代写留学生媒体管理论文Television Fans and Participatory Culture and Hop on Pop: The Politics
and Pleasures of Popular Culture. He is currently writing a book
examining how media conver本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。