Photo of Nine Inch Nails by Cody Haefele (George Marshall Law School student)Media convergence continues to evolve through the input of new consumers that enter the market of media daily. The "old" media conglomerates are inevitably losing ground to forces that are enabled by new technologies and new avenues of communication. Jenkins states, "Convergence occurs within the brains of individual consumers and through their social interactions with each other." To put it plainly, convergence is ongoing. It has been accelerated by the Internet and better communication tools like cell phones. It true manifestation has not fully been realized because it's always going to occur.
Spoiling is collective intelligence in practice because it pools the knowledge of various individuals to come up with a solution, or better yet, a picture of an episode before it happens. Collective intelligence relies heavily on communication. People cannot hold back information because it could be useful to one or many members of the collective. Spoiling and collective intelligence resemble a unique and elaborate scavenger hunt. Perhaps, it's more like a long game of Clue with more participants. As each member gets new information and makes hypotheses, the group comes closer to solving the game with the end postulation. The main difference is that spoiling and collective intelligence exist infinitely, which makes it far more exciting than any game.
American Idol has created a new generation of more active participants in viewing. It has forced viewers to use technology and communication methods that wouldn't have ordinarily used such mediums. If viewers have more at stake in the show, they are more likely to watch week after week. Furthermore, it allows for a new kind of advertising to be tailored towards the viewers of these programs. Active participation opens up new avenues for people to interact with each other, instead of passively viewing what's happening on the TV. In advertising, companies know that "80 percent of purchases are made by 20 percent of their consumer base." This phenomenon accurately illustrates the notion of 'brand loyalty.' Certain consumers are going to buy commodities just because they can and because they have been using it for years. As Jenkins points out, "love marks are more powerful than traditional brands command the love and respect of consumers." This is a sharp contrast between the old and the new way of catering to consumer wants and needs. It is the future though.
Transmedia storytelling is a "a story (that) unfolds across multiple media platforms, with each new text making a distinctive and valuable contribution to the whole." Jenkins goes on to say that "a story might be introduced in a film, expanded through television, novels, and comics; its world might be explored through a game play or experienced as an amusement park attraction." As the book clearly defines, The Matrix is by far and away the most successful example of transmedia storytelling, but many others are making working to fulfill this platform. Furthermore, The Matrix meets many criteria for cult classic status. It's quotable. It's identifiable. It's pragmatic, but flexible as well. It's full of information that is either new, old (religious overtones), or synthesized.
Another great example of a transmedia storyteller is the band Nine Inch Nails. Through music, artwork, theatrics at a live show, and a collaborative attitude with its fans, Trent Reznor has been able to break conventional molds of music-making. Each album for the past 20 years has unfolded in a streamline. There are stories of pain, fear, hope, etc. told across years of music. Artwork is valuable because the band produces it and solicits fan input. The live show is the best of music, theater, and art combined. They have also released their own multi-tracks for fans to mix their own versions of original music. I feel that this band been has meeting the demands of this new notion of transmedia storytelling without widespread notoriety. Even if you do not like their music, anyone can appreciate what they have tried to accomplish over the past 20 years. Too bad they make not be making media any longer (according to Trent Reznor's latest post on his website)...
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