An Impending Paradigm Shift in Advertising
Chapter 7: Triadic Convergence & The New Media Ecosystem
| 139 →
· 7 ·
TRIADIC CONVERGENCE & THE NEW MEDIA ECOSYSTEM
As a result of triadic convergence a new media ecosystem has emerged. While some elements have remained the same, many have drastically shifted. Nonetheless, it is important to understand that elements within this system are still unfolding. The new media ecosystem is a community comprised of living and nonliving components including advertisers, consumers, industries, media, and technology. This community, which is largely fueled by triadic convergence, is affected by internal and external factors.
Institutions are one of the leading external factors that affects the new media ecosystem. By and large, institutions act as a constraint upon change (de Sola Pool, 1983). Triadic convergence is a signifier of change. Triadic convergence, which is characterized by blurring, causes a redistribution of the boundaries surrounding media, technology, and culture. Thus, when an institution collides with triadic convergence instabilities erupt. Furthermore, contemporary institutions are reliant upon technology, which is also largely in flux and may contribute to worsened conditions.
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.