Media convergence : an analysis of consumer engagement

Title: Media convergence : an analysis of consumer engagement
Creator: Muwanga-Zake, Semeyi
Subject: Mass media
Subject: Journalism
Date Issued: 2010
Date: 2010
Type: Thesis
Type: Masters
Type: MBA
Identifier: vital:8612
Identifier: http://hdl.handle.net/10948/1557
Identifier: Mass media
Identifier: Journalism
Description: Media convergence has meant that the traditional separations between the various media industries, such as the internet, broadcasting and telephone networks are slowly collapsing due to the growing use and influence of digital electronics - in effect, morphing or transforming the media landscape. A fundamental change in today's media landscape has been the shift in control over media content, consumer consumption patterns as well as the manner and level at which consumers interact. Thus, the extent to which success is achieved now depends on a customer centric engagement strategy that can be implemented across converged platforms. This study considers the challenges posed by media convergence. It also investigates how organisations adjusted strategies to mitigate these challenges.
Format: ix, 173 pages
Format: pdf
Publisher: Nelson Mandela Metropolitan University
Publisher: Faculty of Business and Economic Sciences
Language: English
Rights: Nelson Mandela Metropolitan University

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