Media convergence = end of traditional media?

Henry Jenkins (2006) described media convergence as “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want.”


Nowadays, we are surrounded by examples of media convergence. Take The Independent for instance. Originally, it was solely a broadsheet newspaper. Today, it is a multiplatform digital media outlet, broadly available online. There is the website and its sister website, They are also available as mobile apps. You can find The Independent on the most trending social media platforms – /TheIndependentOnline on Facebook, and @Independent on Twitter.

These platforms are much more valuable for users than the traditional newspaper in paper. They provide video content and podcasts, as well as the options to share and comment. The possibilities for digital media grow, along with the pressure on print media. For comparison, according to the ABC (2016), the circulation of The Independent in print is 56,074, while the unique browsers online are 2,796,267. Therefore it is no surprise that The Independent is withdrawing from the print industry and focusing on the digital media.

Does media convergence mean the end to the traditional media?


  1. I think media convergence can be considered as the new beginning of the traditional media. Because of the threat of the new media and lots of social networking websites, also the development of ‘WE MEDIA’, large media conglomerate will emerge. Convergence helps the traditional media companies become partners for bigger benefits. They must find new outlets for their traditional products.

    Liked by 1 person

  2. I like that you bring up The Independent as an example as it is very relevant. I was surprised with the numbers you provide because it means that people read almost 50 times more news online than in print. As you say, digital versions of news papers allow to share and comment the news and with the general tendency towards interaction in media, audience’s preference towards online sources is completely understandable. However, I don’t think that convergence and popularity of online sources is a treat to print media, at least not in the close future. We should not forget that the way people consume news is part of the culture. When I first came in the UK, I was surprised how many people read the newspapers. For some people it is part of their everyday routine. Furthermore, the free newspapers in the tube seem to help the print industry, because there is no signal underground to access the news on your phone.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s