Convergência dos media

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"Convergence is both a top-down corporate-driven process and a bottom-up consumer-driven process. Media companies are learning how to acceler- ate the flow of media content across delivery channels to expand revenue opportunities, broaden markets and reinforce viewer commitments. Consumers are learning how to use these different media technologies to bring the flow of media more fully under their control and to interact with other users.(...) Sometimes, these two forces reinforce each other, creating closer, more rewarding, relations between media producers and consumers. Sometimes, these two forces are at war (...). Media producers are responding to these newly empowered consumers in contradictory ways, sometimes encouraging change, sometimes resisting what they see as renegade behavior.
(...) The so-called media companies are not behaving in a monolithic fashion here; often, in fact, different divisions of the same company are pursuing radically different strategies, reflecting their uncertainty about how to proceed."

Henry Jenkins, "The Cultural Logic of Media Convergence", 2004.