Problems with convergence

Jan Kreft

The key, yet little recognized hindrances for progress of convergence in the media market are problems with measurement and cultural reluctance of journalists. Because of these issues, convergence is a dynamic process in which the majority of media companies wish to participate and do participate – but in a limited way. Convergence in media, especially in journalistic practice, is limited to cross-promotion. Furthermore, division between press journalists, broadcasters and Internet journalists still remains, in spite of technological innovations enabling to abolish it.

KEYWORDS

convergence, cultural reluctance, media market