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Discuss the importance of media convergence in the new media age.

Thanks to the development of technology, today, we testimony the development of new media, which is the change process of the digital computer (Manovich, 2002). Manovich (2002) states when cinema was appeared in our life hundred years ago, people totally realize the importance of the new media revolution and it was also the possibility that new media became available to our life. He also argues that these days, web sites, computer games, digital images and more new media objects witness individuals have entered a new media age. With the new media innovation, traditional media and new media collided in many times (Lawson-Borders, 2006). Lawson-Borders (2006) believes that convergence is as a possible field that to use computers and the internet to deliver multimedia contents when collaboration happens between print and broadcast. In addition, media convergence is an inevitable result of the development of media. Media convergence is important because it can enrich media content, increase media authenticity and produce better journalism (Zhang, 2008). This essay will discuss the importance of media convergence in the new media age. Firstly the essay will explore the background of new media and media convergence. Then two examples of media convergence will be illustrated to show the importance of media convergence. After that, some opposite aspects will also be mentioned.

The definition of new media has changed dramatically. The most popular identification of new media is that use computer to demonstrate and illustrate everything, such as web sites, E-book and so on (Manovich, 2002). Manovich claims that new media quite distinguish from the production. He said that computing and media technologies were two parted progress, but when they converge, they may represent what the new media is. The five key differences contents between old and new media is numerical representation, modularity, automation, variability and transcoding (Manovich, 2002). There are several reasons why new media emerged to people's life. Firstly, Manovich (2002) maintains that the coming of information society makes the development of media industry not only so fast, but also very urgent. Our society has never liked nowadays that is full of desire to information which have incredible amount, clearly and multifarious classification and the transmission speed even in seconds. Furthermore, Manovich (2002) states that with the Internet as a representative of new and high technology, especially the development of information technology provides the possibility to the development and reform of the media industry. Even in a quiet part, it is the development of this technology to promote the progress of the media industry and the revolution (Manovich, 2002).

The conception of media convergence was defined in several ways. But it was first proposed clearly by Professor Paul at the University of Massachusetts. He said that media convergence means various media present a development trend that is multi-function integration (Paul, 1983).Media convergence was also defined by Nachison, who was the director of American Press Institution's media center. He said"the strategic, operational, product and cultural union of print, audio, video and interactive digital information services and organizations" (Nachison, 2002). Lawson-Borders (2006) states that with the development of media technology, media organizations will further to unite and the media convergence has a big impact for individuals that people may see this phenomenon everywhere. Lawson-Borders also believes that when the traditional media face to the pressure of competition in the new media age, the market constantly being invaded. On such occasion, the traditional media must explore new business models, make the best of its own advantages and integrate with emerging media in a multi-level and diverse way. Thus, they could better to...
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