JOUR 4551 Lecture Notes - Lecture 9: Broad City, Transmedia Storytelling, Horizontal Integration
19 Nov 2015
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Welcome to the convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in predictable ways. convergence culture (henry. [media convergence: the combination of new media and old media within a single piece of media work the coming together of products/technology, for example. In popular culture, horizontal integration has led to the transmedia exploitation of branded properties: adaptation of various media texts into different media forms. [horizontal integration: media companies engage in horizontal integration, owning multiple companies at the same level of production, horizontal integration fuels media convergence at the corporate level. [example spider man: originally comic book character, today comic books, tv series, movies, video games, merchandise, etc. I have watched fans move from the invisible margins of popular culture and into the center of current thinking about media production and consumption. henry jenkins.
