Multi Modal Media

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Both convergent media and multi-modal viewing have had a profound effect o the way that popular culture is both produced and consumed. There are a number of reasons for this, but one of the most salient of these is that it changes the fundamental way that people interact with culture, as well as one another. That is, these convergent forms of media allow users to talk and interact with popular culture like never before, meaning that these new mediums, especially the internet, act as a "glue" for each other, allowing the formation of what can be called entirely new forms of media. This means that the face of popular culture, in order to adapt, is shifting just as quickly. In order to understand these convergent media and multi-modal viewing, …show more content…
Perhaps one of the most obvious of these is the use of what is known as "network journalism" (Bardoel & Deuze 2001). Essentially, network journalism is a new sub-genre of media, allowed to come about as a result of the internet and the massive number of users on it (Bardoel & Deuze 2001). Quite simply, this concept can be broken down into three core ways that it is changing popular culture. The first, according to the source, is that it has the potential to make the journalist as an intermediary force in democracy somewhat superfluous (Bardoel & Deuze 2001). This convergence of media, according to the source, also offers the media professional a much wider variety of resources, as well as sheer endless technologic possibilities to work with (Bardoel & Deuze 2001).Lastly, this creates its very own kind of journalism on the internet, known simply as online journalism (Bardoel & Deuze 2001). This simple, yet primitive example, serves as one method, out of many, that these convergence of media forms can, in fact, bring about entirely new forms of …show more content…
Although they themselves are entirely new media, thanks to the convergence of media forms, they cannot help but continue to act as reflections for other forms of popular culture. This is not, strictly speaking, a bad thing as far as popular culture goes. On the contrary, according to another source, these convergent forms of media are a massive boon to popular culture because they allow for "fandom," or the intense fondness for a particular piece of popular culture, to be made that much more powerful (Lewis 1992). For example, a massive fan of Star Wars can, instead of merely telling all of his or her friends about it, can discuss it on his or her blog, post about it on Facebook, and countless other means of dispersal of information that these convergent forms of media provide. Lastly, another source mentions that these multi-modal forms of viewing have affected popular culture to the extent that it has created what can be called "media culture," which is a form of media that exists entirely for its own sake (Kellner 2003). Twitter posts, for example, might link merely to Facebook posts, which then link back to different Twitter

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