Henry Jenkins makes an interesting point about convergence and the culture which it has created. He argues that there is a shift in cultural logic, consumers are encouraged to seek out new information and make connections between different media content. He is expecting consumers not only to seek this dispersed information but participate in it was well and in that add to the strength and acceleration of different content necessary for consumption.
A suitable example of this seemed like the way Facebook’s “like” button is now apparent in more and more places outside of your Facebook webpage, it is now there when you listen to a song on an online radio station. You can even see Facebook’s influence on youtube to help share media. A clear convergence between Facebook and youtube around a certain content, more often than not one that drives consumerism. Similar to the way we are told on Amazon what our friends on Facebook like or what they have purchased.
This collective intelligence, as he refers to it in his book, Convergence Culture: Where Old and New Media Collide, is a new ingenious way of marketing. Not solely for the item that is being consumed but the mediums and marketplaces as well. Especially when it can now be shared and the knowledge spread via Facebook, Twitter, Tumblr, and any other source of information, the marketplace is everywhere, the sales and the advertisement now all occur simultaneously on different platforms and with the help of collective resources.
This also allows for collective constituency among the different platforms. Different followings being provided information through various tunnels of knowledge. These constituents also become moldable and moveable according to the will of the producers. It is also now easier to create these fans according to Jenkins as well.