Convergence Culture and New Media

I found this week's readings as a whole fascinating, mainly because they deeply examined a connection that I had never quite drawn before: The intersection(s) of convergence culture, new media, and the exploitation of "free labor" that comes with these trends. Monday's lecture and the close reading of the website for The Hills in particular got me thinking about the steadily deepening ties between Web 2.0 and video, most obviously manifested in video streaming services and IPTV. The Backchannel game online reminded me of Dunder-Mifflin Infinity, a social networking site created for The Office that seemed ludicrous at the time (and, quite frankly, still does) but fits in perfectly with media conglomerates' attempts to suck viewers in around the clock.

After the close reading, I decided to more closely examine a site I visit quite frequently: the NBC homepage. I tend to visit it on at least a weekly basis, either to watch The Office or clips of Saturday Night Live, since I rarely have time to catch them on the air. This new air of convenience is just one of many ways in which this and similar sites appeal to me and my particular "demographic". The front page features a rotating advertisement for four markedly different shows (Knight Rider, Life, Law & Order, and 30 Rock) above a link to the Jay Leno interview of Sen. John McCain and a series of "Web Exclusive" videos (which are consistently advertised after almost every show on NBC). Prominently featured are links to the News and Sports section, for the more serious among the audience, but perhaps the most intriguing are the links towards the top right of the screen: Mobile, Community, Games, and Extras.

The Mobile section has links to download cellphone games based on NBC shows, making sure consumers have entertainment from NBC available at their fingertips even when they lack access to a remote control and/or a keyboard. The Games section has basic online social networking games and sweepstakes, for the subset of viewers who would rather play Dunder-Mifflin Infinity than watch The Office. The Extras has links to esoteric off-shoots that appeal to still more specific niches, such as "Green Programming" and "iVillage", which appears to be a women's/parenting website. And of course, the Community section features groups, blogs, and message boards for all variety of audiences to voice their interest and follow their favorite shows.

So what can be taken away from this? On NBC.com, visitors can do any of the following:

- Find schedules for their favorite TV shows
- Watch shows and clips online
- Get exposed to new NBC programming
- Read up on news and sports
- View specifically targeted ads, both on the site and before clips
- Join social networking games and contests for their favorite shows
- Download games to their mobile phones
- Read and create blogs and message board posts
- Get "behind-the-scenes access" and watch "Web Exclusive" clips
- Find out about everything from environmentally friendly programming to diversity initiatives, whatever that even means
- Find out about NBC's partnership with United Airlines (no phone service or internet? No problem)
- Buy branded merchandise for any NBC show and become a walking advertisement

Perhaps we should stop asking ourselves what's at stake in this convergence culture - what's the point? There's clearly no going back. There's an episode of the show Futurama in which the characters reveal that the ads of the future are broadcast into their dreams; though the premise seemed ludicrous enough five years ago, I doubt I would be laughing today.