Henry Jenkins
“Welcome to convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways”
“Convergence culture is the future, but it is taking shape now. Consumers will be morepowerful within convergence culture--- but only if they recognize and use that power as both consumers and citizens, as full participants in our culture.”
The impact of new media and convergence on peoples lives today is huge. For example, starting a few years ago the impact of the internet really took off. The 1999 horror, the Blair Witch Project took off with a huge realistic viral internet campaign. the producers of the film had released some footage and made it out to be real footage of 3 teenagers going missing. This created a huge internet buzz and everyone began to talk about it and post theories about what had happened. This has influenced many marketing strategies since, in style and how it was distributed. The film was such a success because of the campaign on the internet and made millions for the creators. As the film budget was so small because of handheld cameras, the profit made was huge.
