Consider the concept of "convergence" and think ten years in the future. How will your profession be different and what role will convergence play, if any, in your work?
Definition and background of Convergence: Convergence is a dynamic term that has been around since the theories of Darwin. Evolution of humans is a form of convergence since it combined different factors of technology, social structure and adaption of these changes. In modern days, convergence refers to the “first instance to the interlinking of computing and IT, communication networks, and media content that occurred with the development and popularisation of the Internet, and the convergent products, services, and activities that have emerged in the digital media space” (Flew, 2008) In simpler words, it is the transformation of multiple mediums into a single, cost effective, time saving, all-in-one medium. It is not just a blend of technologies but also a combination of human efforts to morph devices as they become multi-purpose conduits for a range of activities involving digital media (Flew, 2008). The topic that I am going to focus on in this entry is the shift from traditional method of survey collection to modern, web-based techniques through convergence culture as described by Henry Jenkins (2006). This theory states that the act of convergence is based around the relationship between three concepts: media convergence, participatory culture and collective intelligence. As mentioned above, this it not only technologically deterministic but also socially formed.
The earliest forms of data collection were tedious, time consuming and hard to comply. Surveys were completed one by one, by interviewers visiting individual home or companies with a questionnaire and a pencil. Other than the obvious issue of time and effort, other problems with this method included “burdening respondents in the matters of time and privacy since they have to meet with the interviewer revealing some amount of personal information” (2006). Respondents were not ready to open up about their purchase behaviour and attitudes as they did not know how this information was going to be used. Also, since the interviewer was sitting in front of them, their identity was not disclosed and it constrained them from revealing more personal questions. This was known as Paper and Pencil Interviewing.
As the internet usage exploded around 20 years ago, it was only until the late 90s that a palmtop or laptop introduced in Korea to partially replace the old method of paper surveys working as a form of disruptive convergence. At the turn of the millennia, the Internet served as a vital factor in finding statistical surveys and data since the decade ago. The Internet spread like wildfire and was adopted into households faster than any other technology. These methods were more diverse and included (but not limited to):
· Computer-Assisted Interviewing
· Computer-Assisted Telephone Interviewing
· Computer-Assisted Personal Interviewing
· Computer-Assisted Self-Interview
· Audio Computer-Assisted Self-Interview
These methods of interviewing saved time, reduced interviewer errors and the data was also available faster after collection as it was easier to compile it online.
Currently, after 2000, data collection systems had to be updated and steered towards the Internet. In the 11th Meeting of the Heads of NSO’s of East Asian Counties in Tokyo, “instead of manually installing software for a questionnaire in a respondent’s computer, the software for the Internet data-collecting system was available for download automatically through the Internet” (2006). People turned to the online world not only to complete questionnaires sent through emails, but also to see what other people think of a similar product/service or brand through forums. Respondents were more open to answering questions as they were behind the computer where their privacy was secured. They were more open to providing constructive (and sometimes destructive) criticism. One of the most famous data collection website of today is SurveyMonkey. It allows users to create their own online surveys, send them to as many people as they want to and automatically collates the responses in their preferred method.
In conclusion, it can be clearly seen that the shift from single medium to multiple channels has taken place in a very short span of time. This convergence will continue to change through the years as more and more technologies are invented. These new methods will save more time, be faster to complete and collate and spread to more people faster. An example of this is:
References
Flew, T. (2008). New Media: an introduction. Oxford University Press.
Jenkins, H. (2006). Convergence Culture- Where old and new media collide. New York University Press: New York and London.
