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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 7: Triadic Convergence & The New Media Ecosystem

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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.

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