I really enjoyed reading Convergence Culture mainly because it addressed very current and revolutionary changes in human cultures. A complete convergence of all media forms and the release of TV/ increased use of internet, really demonstrates this process in a clear and direct manner. One thing that really struck me in the introduction was on page 18 where Jenkins mentioned the dilemma in the Entertainment industry occurring between the monopolizing power of the media companies and the power of technological advancements.

Henry Jenkins’ second chapter of Convergence Culture (2006) introduces his model of “affective economics,” explaining newly formed network, sponsor, and viewer relationships. This “new configuration of market theory which seeks to understand the emotional underpinnings of consumer decision making as a driving force behind viewing and purchasing decisions,” values different viewers according to their commitment to the program. Consumers’ tastes are being commodified and accepted or rejected in accordance with arising goal of a “brand community.”

These are the questions and discussion topics from Convergence Culture chapter 2 that we did not get to in class:

Chapter 2: Buying into American Idol

How do you think current television seeks to locate, understand, and manipulate the emotional underpinnings of viewers? Draw examples from shows and episodes in particular if you can.

How are “brand communities” built? How are this community’s desires molded and commoditized by the network and its sponsors?