Abstract

This paper addresses two types of technological media convergence: media convergence based on mobile technology, and also convergence based on the unification between IT and media industry. These forms are influenced by the multimedia aspects of the content. The research interest in this study is related to media landscape in Romania and its state. Even if many academics and practitioners consider media convergence only at the content level from journalistic perspective, this topic has many more detail aspects and trends. Thus, media convergence in terms of content can be now interpreted together with the user’s content and takes into consideration the unification between paid, owned, shared and earned content. This paper proposes a theoretical and practical perspective for the relationship between convergence and multimedia for online media products. This perspective belongs both to media producers and to online consumers of information. The paper is interesting in that it reveals the challenges facing the media industries, and shows approaches of convergence that are related to multimedia for media products. The methodological framework uses the content analysis and the hierarchical cluster analysis to discover different forms of convergence in online media. The main conclusion of this study shows that due to various technologies and their partnerships, convergence can be directed both from the users to the media industry, and conversely.