An Impending Paradigm Shift in Advertising
Part II: Triadic Convergence, Insights, and Implications
part ii triadic convergence, insights, and implications · 6 · overlapping phenomena Triadic Convergence The concept of convergence was introduced to mass communications dis- course in the 1980s through the works of Ithiel de Sola Pool. In Technologies of Freedom (1983), de Sola Pool explores how advances in technology impact society, policy, and freedom. He identifies a convergence of modes that can eradicate the boundaries of communication established by the market and government legislation. In 1980 former chairman of the Columbia Broadcasting System (CBS) William Paley affirmed the prescience of convergence within industry. Pa- ley stated that while corporate ventures were preoccupied with establishing boundaries and defending territory, the extent to which they were being drawn together by the vast revolution in electronification—innovations that allow pulses of electromagnetic energy to embody and convey messages—was ignored (de Sola Pool). Nicholas Negroponte further explores insights associated with conver- gence. Negroponte was among the first scholars to introduce convergence into the lexicon of popular culture through his writings in Wired Magazine and Being Digital during the 1990s. The intrinsic relationship between popular 126 the convergence crisis culture and advertising facilitated a greater acceptance of this phenomenon. However, conceptualizations of convergence were often broad and indirect, which contributed to obscure interpretations. In contemporary discourse convergence is most commonly used to iden- tify the phenomenon of the integration and merging of media, technology, and culture (Danesi, 2012). While difficult to map or to locate, and fluid almost to the abstraction, convergence is a complex mechanism...
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