Global Transformations in Media and Communication Research
Media Convergence and Deconvergence Edited by Sergio Sparviero,
Corinna Peil, Gabriele Balbi A Palgrave/IAMCR Series
IAMCR AIECS AIERI
Global Transformations in Media and Communication Research – A Palgrave and IAMCR Series Series Editors Marjan de Bruin HARP, Mona Campus The University of the West Indies Mona, Jamaica Claudia Padovani SPGI University of Padova Padova, Italy
[email protected]
The International Association for Media and Communications Research (IAMCR) has been, for over 50 years, a focal point and unique platform for academic debate and discussion on a variety of topics and issues generated by its many thematic Sections and Working groups (see http://iamcr.org/) This new series specifically links to the intellectual capital of the IAMCR and offers more systematic and comprehensive opportunities for the publication of key research and debates. It will provide a forum for collective knowledge production and exchange through trans-disciplinary contributions. In the current phase of globalizing processes and increasing interactions, the series will provide a space to rethink those very categories of space and place, time and geography through which communication studies has evolved, thus contributing to identifying and refining concepts, theories and methods with which to explore the diverse realities of communication in a changing world. Its central aim is to provide a platform for knowledge exchange from different geo-cultural contexts. Books in the series will contribute diverse and plural perspectives on communication developments including from outside the Anglo-speaking world which is much needed in today’s globalized world in order to make sense of the complexities and intercultural challenges communication studies are facing. More information about this series at http://www.springer.com/series/15018
[email protected]
Sergio Sparviero · Corinna Peil Gabriele Balbi Editors
Media Convergence and Deconvergence
[email protected]
Editors Sergio Sparviero Department of Communication Studies University of Salzburg Salzburg, Austria
Gabriele Balbi Institute of Media and Journalism USI Università della Svizzera italiana Lugano, Ticino, Switzerland
Corinna Peil Department of Communication Studies University of Salzburg Salzburg, Austria
Global Transformations in Media and Communication Research – A Palgrave and IAMCR Series ISBN 978-3-319-51288-4 ISBN 978-3-319-51289-1 (eBook) DOI 10.1007/978-3-319-51289-1 Library of Congress Control Number: 2017939100 © The Editor(s) (if applicable) and The Author(s) 2017 Chapter 1 is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/). For further details see license information in the chapter. This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover credit: Lincoln Allen/Photo650/Alamy Stock Photo Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
[email protected]
Acknowledgements
The authors are grateful to all the people that contribute to make the International Association of Media and Communication Research (IAMCR) an international, vibrant environment for the exchange of ideas, many of which are contained in the pages of this book. In particular, we would like to thank Claudia Padovani and Marjan de Bruin, co-chairs of the publication committee and editors of the Global Transformations in Media and Communication Research series, for their advice and support. Moreover, as this book is also the main outcome of the “Deconstructing Media Convergence” conference held in Salzburg in November 2013, we would like to thank the people that made it possible, from Josef Trappel, head of the Department of Communication Studies of the University of Salzburg, who sponsored the event, to Eva Gaderer, Alexandra Leitner, and Sanneke Tiesema who gave us the opportunity to focus on the content of the event by efficiently organizing everything else. We are also very grateful to Jim Rogers and Gianluigi Negro, well-informed academics on various topics covered in the book, and friends, who helped us when we needed them. We owe a debt of gratitude to Jana Büchner for the tedious work of subediting so many pages, to the editorial team at Palgrave, Felicity Plester, Heloise Harding and Sophie Auld for their patient support, and to the authors of the chapters of this book, who humbly accepted our suggestions and invested time in writing and revising their excellent contributions. Finally, our special thanks go to our families and friends. v
[email protected]
Contents
Part I Introduction 1
Media Convergence Meets Deconvergence 3 Corinna Peil and Sergio Sparviero
2
Deconstructing “Media Convergence”: A Cultural History of the Buzzword, 1980s–2010s 31 Gabriele Balbi
Part II Media Audiences and Usage 3
Convergence in Domestic Media Use? The Interplay of Old and New Media at Home 55 Kathrin Friederike Müller and Jutta Röser
4
Blurred Lines, Distinct Forces: The Evolving Practices of Italian TV Audiences in a Convergent Scenario 75 Luca Barra and Massimo Scaglioni
vii
[email protected]
viii Contents
5
Media Convergence and the Network Society: Media Logic(s), Polymedia and the Transition of the Public Sphere 93 Caja Thimm
6
Deconstructing Audiences in Converging Media Environments 113 Uwe Hasebrink and Sascha Hölig
Part III Production and Distribution of Media Content 7
Convergent Media Quality? Comparing the Content of Online and Offline Media in Switzerland 137 Mark Eisenegger, Mario Schranz and Angelo Gisler
8
Transmedia Storytelling and Mega-Narration: Audiovisual Production in Converged Media Environments 159 Lothar Mikos
9
Web 2.0: An Argument Against Convergence 177 Matthew Allen
Part IV Regulation and Media Markets 10 The Deconverging Convergence of the Global Communication Industries in the Twenty-First Century 199 Dal Yong Jin 11 Deconstructing the Music Industry Ecosystem 217 Jim Rogers 12 Is Convergence the “Killer Bug” in the Media Ecosystem? The Case of Flemish Media Policymaking 2010–2015 241 Hilde Van den Bulck
[email protected]
Contents
ix
13 Connected TV: Conceptualizing the Fit Between Convergence and Organizational Strategy Within a Contingency Theory Framework: The Case of Germany 261 Paul Clemens Murschetz 14 Regulatory (de) Convergence: Localism, Federalism, and Nationalism in American Telecommunications Policy 285 Christopher Ali 15 The Triple-Network Convergence in China: Implementation and Challenges 305 Fei Jiang, Kuo Huang and Yanran Sun Index 329
[email protected]
Editors and Contributors
About the Editors Sergio Sparviero is an Assistant Professor at the Department of Communication Studies of the University of Salzburg, Austria. His main field of research and teaching are: media economics; media management; and media innovation. In particular, he published research on the developments of the news, film and music industries. He is also the coordinator of the Erasmus + Joint Master Program “Digital Communication Leadership” (DCLead). Corinna Peil is a Postdoctoral Researcher at the University of Salzburg’s Department of Communication Studies, Center for Information and Communication Technologies & Society (ICT&S), Austria. Her research and teaching focus is on mobile communications, media (de)convergence, online publics, the use of media in everyday life contexts, and the mediatization of society. Gabriele Balbi is Senior Assistant Professor at the Institute of Media and Journalism, Faculty of Communication Sciences, USI Università della Svizzera italiana, Switzerland. He is director of the China Media Observatory. His main areas of research are media history and history of telecommunications, with a focus on the relationships between analogue and digital media.
xi
[email protected]
xii Editors and Contributors
Contributors Christopher Ali University of Virginia, Charlottesville, USA Matthew Allen School of Communication and Creative Arts, Deakin University, Geelong, VIC, Australia Gabriele Balbi USI Università della Svizzera italiana, Lugano, Switzerland Luca Barra Università di Bologna, Bologna, Italy Mark Eisenegger Department of Communication Studies, University of Salzburg, Salzburg, Austria; Research Institute for the Public Sphere and Society (fög), University of Zurich, Zürich, Switzerland Angelo Gisler Research Institute for the Public Sphere and Society (fög), University of Zurich, Zürich, Switzerland Uwe Hasebrink Hans-Bredow-Institut, Hamburg, Germany Sascha Hölig Hans-Bredow-Institut, Hamburg, Germany Kuo Huang English Service of China Radio International, Beijing, China Fei Jiang School of International Journalism and Communication, Beijing Foreign Studies University, Beijing, China Dal Yong Jin Simon Fraser University, Burnaby, Canada Lothar Mikos Filmuniversität Babelsberg KONRAD WOLF, Potsdam, Germany Kathrin Friederike Müller University of Münster, Münster, Germany Paul Clemens Murschetz Alpen-Adria-University Klagenfurt, Austria
[email protected]
of
Klagenfurt,
Editors and Contributors
xiii
Corinna Peil University of Salzburg, Salzburg, Austria Jim Rogers Dublin City University, Dublin, Ireland Jutta Röser University of Münster, Münster, Germany Massimo Scaglioni Università Cattolica del Sacro Cuore, Milan, Italy Mario Schranz Research Institute for the Public Sphere and Society (fög), University of Zurich, Zürich, Switzerland Sergio Sparviero University of Salzburg, Salzburg, Austria Yanran Sun Graduate School of Chinese Academy of Social Sciences, Beijing, China Caja Thimm University of Bonn, Bonn, Germany Hilde Van den Bulck University of Antwerp, Antwerp, Belgium
[email protected]
