Convergence In Relation To The Internet

Medoff and Kaye define the internet as a worldwide network of computers and has emerged rapidly as a new mass medium (2011, p.7). Additionally, the internet is a product of convergence which is described as “the merging of communications and information capabilities over an integrated electronic media” as cited by Medoff and Kaye (2011, p.7). Convergence in relation to the internet includes many features of traditional media such as text, graphic, moving pictures and sound all into one unique medium (The Internet, 2011, p.7). Though the internet initially appears unique, it shares some similarities with television.
According to Medoff and Kaye, many have described that using the internet is functionally similar to that of a television (2011, …show more content…
This behavior of switching is known as surfing or cruising (The Internet, 2011, p.86). From this view point, one can easily see how user behavior is pretty similar. The behavior is quite obvious if you take time and make some simple observations. For example, in my home channel switching on the television remains constant no matter who has the remote control. In addition, web sites consistently change unless there is a certain project one is working on. Surfing and cruising occurs often yet it went unnoticeable until I read this …show more content…
Moreover, Medoff and Kaye identified two basic methods for television viewing which are instrumental viewing and habitual viewing (2011, p.87). Instrumental viewing is goal-oriented or content-based while ritualistic viewing is habitual in nature (The Internet, 2011, p.87). For example, instrumental viewing occurs when we particularly seek to watch a certain program such as news or a food program. There is either a goal in mind or some content we are seeking. A goal can be checking the weather for travel purposes and a food program may provide you with the necessary content required to prepare a new meal. Ritualistic viewing on the other hand simply is a force of habit. For example, the television is on, yet are we really paying attention. Personally, in some cases I prefer to have some sound as oppose to complete silence in my home. Therefore, I usually turn my television on while I am preparing a meal. In this instance, I am watching television but not paying attention to the content. Generally, it is just a habit. Medoff and Kaye described how internet users also connect to the web instrumentally and ritualistically (2011, p. 87). Online users instrumentally pursue specific information paying attention to content with a clear goal in mind (The Internet, 2011, p.87). For example, one may be conducting research online for a school project. In this scenario, the information sought online is