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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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Chapter 6: Overlapping Phenomena


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Triadic Convergence

The concept of convergence was introduced to mass communications discourse 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.

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