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The Convergence Crisis

An Impending Paradigm Shift in Advertising

Joanna L. Jenkins

The Convergence Crisis tells the story of an impending paradigm shift in advertising. Beginning in the early 1840s with the birth of the first advertising agency and momentum spurred by industrial systems, the book provides a historical overview of significant events and socio-cultural economic factors that have occurred to explain how and why a [convergence] crisis has erupted in contemporary American advertising. Significant blurring of once-distinct boundaries and redistribution caused by convergence has led to new methods of communication being used in advertising and among audiences. The book intends to bring awareness, clarity, and understanding to the opportunities presented through convergence via its rich historical narrative and theoretical framework.

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Acknowledgments vii The Convergence Crisis: Introduction 1 Part I: The Road to Normalcy: The Development of American Advertising, 1840s–Present Chapter 1: Early Beginnings 11 Early Beginnings 13 Visionaries 13 Factions 18 Tumultuous Environment 21 Chapter 2: Dramatic Differences 29 A Turning Point 31 A Unifying Paradigm 33 Interdisciplinary Collaboration 34 Strategic Use of Modernity 36 Chapter 3: Growth & Expansion 41 Cultural Fusion 42 vi the convergence crisis Technology & Turmoil 44 War & Peace 46 Colossal Expansion 47 Shifts & Upheavals 51 Hills & Valleys 57 Chapter 4: Drift & Decline 67 Influence & Obligations 69 Creative Oasis 71 Groundbreaking Precedent 74 Cultural Currency 81 Chapter 5: Paradox & Pitfalls 95 Democratized Information 97 Triadic Convergence & Radical Change 100 Associations & Accountability 104 Part II: Triadic Convergence, Insights, and Implications Chapter 6: Overlapping Phenomena 125 Triadic Convergence 125 Advertising 129 Overlapping Phenomena 132 Insights 134 Chapter 7: Triadic Convergence & The New Media Ecosystem 139 Themes Associated with Triadic Convergence 142 Chapter 8: Moving Forward 153 Advertising in Crisis 153 Paradigm Shift 154 Triadic Convergence: Support & Criticism 159 Moving Forward 163 Appendices 169 References 177 Index 189

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