Radio evolution - ICS - Universidade do Minho

Ilona Biernacka-Ligiezaforward-looking fusion of communication channels, which then acted independently. Pool predicted that newtechnology would connect all channels of communication into one large system. According to Pool, in the future,any content posted by the media will be stored in a digital recording as well as their distribution will be doneelectronically (Sola de Pool, 1984).Convergence of Editors – Gordon, Dailey and Lawson-Borders TheoriesGordon (2003) considers the problem of horizontal integration in the media market. He describes amongothers media houses, which are based on the parallel production of messages for two or more channels. This typeof editorial workflow gives rise to management of integrated production of all communication platforms. Gordonin addition to discussing the 'convergence at the level of ownership structure' and 'technological convergenceproduct level', also writes about the convergence of three complementary types of editorial, which include: structural convergence - refers to changes in the organization and structure of the editorial work, whichis the result of a joint editing of content; convergence in collecting information - it says that journalists are expected to gain information that willbe able to be freely shared among all media channels; tactical convergence - refers to the principles of cross-promotion1 and content sharing between differentchannels (Gordon, 2003).Assumptions of Gordon’s (2003) theory allow to organize various forms of integration between thechannels and editorial offices. However, using the theory it is difficult to assess the degree of internal integrationof individual editors. If we present the 'convergence' as a process, which is aiming from two divergent pointstowards one common, we are dealing with a classic image of the modern media market, created on the basis ofevaluation of editorial offices in the direction: from low to high degree of integration. Such understanding ofconvergence is described by Dailey (2005) in convergence continuum theory. Dailey’s model refers to five levels of'convergence', which are based on the degree of cooperation between cross-media partners. Dailey has identifiedfive structural levels of the media: cross-promotion; cloning; cooperative competition; distribution of content convergenceFigure 1. Dailey’s model of convergence (Dailey, 2005)The model shows the movement of media between different levels of convergence (from seeming one tocomplete). The first stage (the left end of scale) is characterized in that that at least two (or more) types of media /1 Cross promotion is understood as ’content marketing of one channel in the second chanel’ (Gordon 2003).172 | ECREA: Radio Evolution: technology, content, audiences – conference 2011