1. Media Convergence “ We are living in an age when changes in communications, storytelling and information technologies are reshaping almost every aspect of contemporary life - including how we create, consume, learn, and interact with each other. A whole range of new technologies enable consumers to archive, annotate, appropriate, and recirculate media content and in the process, these technologies have altered the ways that consumers interact with core institutions of government, education, and commerce. “ (Henry Jenkins, 2006)

2. Convergence Culture - describes the new ways that media audiences are engaging with and making sense of these new forms of media content. The new culture of convergence is a networked culture. It connects producers and consumers in increasingly complex ways, and allows audiences to interact directly with media products and with each other.

3. Collective Intelligence Drawing upon Pierre Levy’s definitions, Jenkins distinguishes between shared knowledge - knowledge that is established and agreed upon within a group . and collective intelligence - the sum of knowledge that is held by individual members of a group. In the realm of collective knowledge, ‘ no-one knows everything, everyone knows something, all knowledge resides in humanity ’.

5. Counteracting Convergence Myths; - ‘ Black Box Fallacy ‘ – the idea that all media will converge in a single appliance that sits in our living room (or travels in our pocket or handbag). Instead, Jenkins points to the ongoing proliferation of old and new devices, and suggests that we will continue to see this proliferation. - The digital revolution – the idea, prevalent in the 1990s, that new media would wipe out the old, replacing mass media with personalised content. While old delivery systems may die, Jenkins argues, media forms persist. The novel and theatre were not wiped out by cinema. Similarly, cinema and television will continue to coexist with the internet, although their roles and status may change. ’ .

6. Transmedia Storytelling The Matrix - key bits of information are conveyed through three live action films, a series of animated shorts, two collections of comic book stories, and several video games. There is no one single source or ur-text where one can turn to gain all of the information needed to comprehend the Matrix universe." [

7. Transmedia Storytelling Lost - distributing relevant narrative content across a range of media platforms, including The Lost Experience ARG, the novel Bad Twin, and the forthcoming Lost webisodes, mobisodes, and video game.

8. Fan Community on the verge of media convergence - may share plot details, or tips on completing game missions, or they may be even more active. They may generate new stories based around existing fictional characters, produce fan videos, or lobby producers to change the content of a show or game. Whereas these activities were once restricted to peripheral fan communities, they have now, to a large extent, entered the mainstream.