School of Information Systems

Convergence Culture

Culture reflects how a group of people live their lives. Values, religious practices, beliefs, art, customs, food, language and social interaction help to define a social group. Culture can evolve over time and is often impacted by aspects of other cultural groups. It isn’t uncommon for cultures to become similar to one another or even combine and take on a new identity. This fusion is known as cultural convergence. Convergence culture is a theory which recognizes changing relationships and experiences with new media.  

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. So basically, Convergence culture is the merging of the various forms of media so that the media consumer has become an active participant in the guiding forces behind that media. It is the convergence of consumers, producers, corporations, and advertisers such that the lines between each party’s role is no longer a strict boundary but is in a fluid state (Jenkins 18).  

Cultural convergence has several aspects. Stories flowing across several kinds of media platforms is one component for example, novels that become television series (True Blood) and radio dramas that become comic strips (The Shadow) or even amusement park rides that become film franchises (Pirates of the Caribbean). These are fusion known as cultural convergence : • Using Technology Technology enables people from different countries to have immediate access to new ideas and cultural identities.  

Small and large businesses across the globe use the Internet to interact with a wide customer base. Adapting to customer interests and needs is a business necessity. The use of technology such as computers, cell phones and the Internet encourages global communication and provides opportunities for a fast-changing and evolving cultural experience.  

  • Accessing Language  

The English language is a prime example of cultural convergence on a global scale. English has become a main language of communication for people around the world. Driven by economic realities, many countries have endorsed English as a language that is necessary for their citizens to learn. Business leaders realize that knowing English is a commodity that can mean financial gain. The success and power of Western markets have contributed to this cultural convergence. In many countries, English is taught to all school-age children as part of the regular curriculum. At the same time, teaching English as a foreign language in non-English-speaking countries has become a study-abroad and career option for Americans.  

  • Participative Politics  

The political principles of democracy have seeped into different countries over time and represent the ideology of cultural convergence. Political leaders from democratic republics have encouraged other governments to explore the ideas of a democratic process. Democracies have served as a role model for engaged citizenry and this has influenced political change worldwide. For example, the Soviet Union, once a communist-ruled country, fell apart in 1991. The citizens pushed for a new political process that is now considered a form of democracy.  

  • Celebrating Sports  

A sporting event is a culture of its own. Sports bring together people from all cultures that understand and appreciate the game. International events such as the Olympics, World Cup soccer and other global competitions allow international interaction and celebration. Respect for the sport and for the winner transcends individual differences and national boundaries, and deepens appreciation for the players as athletes. International teams can be followed over the Internet and television. Even spectators and players attending events in countries other than their own are exposed to new ideas and customs.


References :  

Farikha Azzahra & Ferdianto