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more than $1 billion for the sport-streaming service Twitch. In 2015, Activision paid nearly $6 billion for King Digital Entertainment so as to move its console-sure games like Call of Duty and World of Warcraft to extra cellular platforms where King, with hits like Candy Crush, was dominant. A second cause for convergence is audience fragmentation. A mass communicator who finds it troublesome to achieve the entire viewers can reach its component parts by way of numerous media. A third cause is the audience itself. We are increasingly platform agnostic, having no desire for where we access our media content material. Will this growth andPage forty one blurring of traditional media channels confuse viewers members, additional tilting the balance of power in the mass communication process toward the media industries? Or will it give audiences extra energy—power to choose, power to reject, and energy to mix info and entertainment in individual methods? Convergence killed the video retailer, victimized by video downloads, streaming, and on-line leases—merchandise of the convergence of films, video, and the Internet. Convergence is strangling the bookstore as nicely, victimized by downloads and moveable e-readers, smartphones, and tablets—products of the convergence of print, the Internet, and smartphones. The nature of the opposite associate in the mass communication course of is altering too. Individual segments of the audience have gotten extra narrowly defined; the audience itself is less of a mass audience. This is audience fragmentation. Page 38Before the advent of tv, radio and magazines were nationwide media. Big nationwide radio networks brought information and leisure to the entire country. Magazines such as Life, Look, and the Saturday Evening Post once provided limited text and lots of footage to a national viewers. But television could do this stuff better. It was radio with footage; it was magazines with motion. To survive, radio and magazines have been compelled to search out new features. No longer capable of compete on a mass scale, these media targeted smaller audiences that have been alike in some necessary attribute and therefore extra enticing to particular advertisers. So now we have magazines such as Psychology Today and Brides, and radio station formats such as Country, Urban, and Lithuanian. This phenomenon is named narrowcasting, niche marketing, or targeting. Technology has wrought the identical impact on tv. Before cable tv, folks may select from among the three business broadcast networks—ABC, CBS, NBC—one noncommercial public broadcasting station, and, in larger markets, possibly an unbiased station or two. Now, with cable, satellite, and Internet video streaming, folks have literally hundreds of thousands of viewing options. The tv viewers has been fragmented. To appeal to advertisers, every channel now must find a extra particular group of people to make up its viewership. Nickelodeon targets youngsters, for

cat ballet because murder is wrong shirt 11
cat ballet because murder is wrong shirt 11

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