Evolution of the Medium

Henry Jenkins (2006, p.2) refers to Convergence as “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences”. The Internet has developed as a major stakeholder in the way in which people access content, with multiple media industries using it as a platform to engage with an audience that spans the globe. My chosen technology, Pinterest, is a great example of the way in which the Internet has been utilised to cause a migration of audiences.

Pinterest describes itself as, “a tool for collecting and organising things you love” (Pinterest 2013). It allows people with similar interests to connect via common content. For those who have not heard of the website or would like more information, Megan Tietz has a great blog explaining the purpose of Pinterest and information on how to navigate the website.

To elaborate, I would describe Pinterest to be an online, interactive pin board for people to share their finds from anywhere on the web. Before the Internet, before Pinterest, pin boards could be used to broadcast information & news, to advertise and to share. These pin boards were only seen by people in the vicinity, and viewed in a passive way. The creators of Pinterest have recognised migration towards the utilisation of the Internet and have created a medium based on the trusty pin board, but with modern evolutions. Pinterest has turned the idea of a pin board into a medium that can be interacted with, by anyone anywhere in the world. It is a technology that has changed audiences from passive consumers to active participants (Moore 2014).

As a medium, Pinterest allows its users (the audience) to create and share their own content, which means that not only has the medium evolved, but the role of the audience has as well.

Further Readings

Megan  Tietz’s Blog, “Pinterest:  A Beginner’s Guide”  http://www.sortacrunchy.net/sortacrunchy/2011/05/pinterest-a-beginners-guide.html

Reference List

Moore, C, ‘Trajectories of Convergence’, Lecture, BCM112, University of Wollongong, 11.03.2014

Henry, J 2006, Introduction: Worship at the Altar of Convergence, New York University Press, USA.

2014, Pinterest, 17.03.2014, <http://about.pinterest.com/>


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