NMT and Digital Convergence

Definition - The way in which we recieve information is becoming digital. Media products are all becoming one product essentially.

NMT - Stands for 'New Media Technology'

Key concept NMT

• Public data dump
• virtual storage space
• Content generators
• Anyone can do anything

There are three types of media:

• Interpersonal media - Letter, one to one
• Mass media - Reaches a huge audience by mass production process such as magazines
• Convergence - Mass media is losing power, individual has choice.

Forces behind the media:

• Technology
• Audience
• Regulation

Traditionally

The media distributes public information. The general purpose of the media was to share news with people.

Mass media has since developed and is now easily accessable and has a wide range of choices within the media we consume.

The history of Media

It began with pen and ink; writing letters. It was a basic form of media in that a letter could be written that would only reach one person.

Mass Media then developed and a letter could be written, photocopied and then send out on mass to communicate with more people.

In the very near future

• Fundementally alters mass media powers because we are partipant producers
• Barriers of regulation and economicss removed

Key Terms

Demographics - Applys to a population determined by age, gender, religion etc.
Psychographics - Is for the individual for a persons ideology. Is now heavily involved in digital convergence.

Implications of NMT

• Consumer
• Active vs passive - You choose what you watch and whether you take it in
• New economic structure
• Reduction of jobs

Audience Implacations of NMT

• Demographics audience has diminished
• Competition for audiences
• New niches have/ are being created
• More interactivity
• New roles for advertising (product placement)

Conclusion

NMT and the digital convergence creates a big change in relationship between content and producers, producers and content consumers.