Abstract

Before the Internet, the different media had specifically defined functions and markets. However, since the emergence of the Internet and digital communication, the same content can be found right across the media; this is known as cultural convergence. This media crossing anticipates the coming of new markets of cultural consumption. Based on media ecology, with specific reference to the thesis developed by Marshall McLuhan, Neil Postman, and Henry Jenkins, cultural convergence is studied as a complex communication environment. Cultural convergence modifies the operative procedures of media industries. However, the most significant changes can be found within the knowledge communities.