Convergence And Media Convergence

Media convergence is an essential factor in determining whether all media are cross platform. Convergence refers to “a situation in which multiple media systems coexist and where media content flows fluidly across them.” (Jenkins, 2006). Jenkins argues that convergence is less about the technological process and more about the cultural shift as consumers are encourages to seek new information and make connections amongst dispersed media content. This shift in culture is vital to understand shifts in patterns of demand and supply, inevitably influencing the way in which media content is consumed and produced within industries. Activision, creators of the Call of Duty franchise, have effectively exploited this growing culture in order to retain
their strong brand presence within the gaming industry. Having initially only been available on games consoles, such as the PlayStation and Xbox, as well as the PC, the increase in smartphone technology and online interconnectivity, bought around by globalisation, had led to a shift in resources across different industries.