By convergence, I mean the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who would go almost anywhere in search of the kinds of entertainment experiences they wanted. – Henry Jenkins
Living in a technologically advanced and fast-paced world, consumers are becoming less reluctant to ‘break the rules’ when it comes to their use of the media. Consumers are exposed to the media consistently and subconsciously whether it be through their mobile device, background noise of news broadcasts or reading the daily newspaper. In fact, consumers are exposed to a whopping 5000 brand messages per day.
Mass media consumption has resulted in consumers being impatient with their accessibility and promptness of information. Consumers no longer want to be restricted by controls provided by media platforms. In the words of Jenkins ‘They are ﬁghting for the right to participate more fully in their culture, to control the ﬂow of media in their lives and to talk back to mass market content.’
Consumers are also becoming adapted to these media technologies they use frequently, and are finding ways to ‘take control’ of the technology. This is evident as users circumnavigated Tinder’s privacy settings, making it possible to display the location of a user within 100 feet.
It is therefore evident that by restricting users, and controlling the media to an extreme extent will result in a backlash of user cooperation. Ideologies of society depict how constrained we, as a technologically advance society are, in terms of media use, design and production. The media need a clearer understanding of the needs and expectations of consumers, as consumers are what drives the economy. The media are therefore responding to these newly empowered consumers in varying ways, from encouraging to resisting the freedom of consumer behaviour.
It is unclear whether Tinder, or any media platform we use as a society today will be relevant, or even remembered in 10 years time. Although it is evident that producers and consumers need to empower each other in order for consumers to have the freedom to no longer be restricted, and for producers to continue to remain relevant and trending within society as a whole.
Jenkin, H 2004, The Cultural Logic of Convergence, International Journal of Cultural Studies, Vol 7, p. 33-43