Media Convergence in the Technologically Dete...

Media Convergence in the Technologically Determined Communication Environment

Author Name : Prof Rajbir Singh, Benul Tomar

ABSTRACT The purpose of this theoretical, descriptive study is to understand the concept of Media Convergence in the light of technological, cultural and human environments. It dwells, in most part, on the pathbreaking work of Marshall Mcluhan and his ‘Medium is the Message’ theory which construes media or medium as the extension of human senses in the media/technology-controlled environment. This technological determinism explains the complex phenomenon of media convergence as media platforms multiplies both in numbers, scope and impact. This study also examines artifacts as the building blocks of convergence. The theoretical treatment of the concept of convergence helped in exploring the relevance of convergence in the communication environment and its role in shaping human perceptions and experiences.