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Convergence Culture and

Modern Business

Ambrose Karella
Carlos Fernandez
Lorenzo Giotti
Research Question: How does the concept of
Convergence Culture impact modern business

- Social and Technological lenses

- Comparison of old and new business practices
Social Lens
- Business Knowledge Communities
- Development of commercial
- Business to Business
- Business to Consumer
Social Lens
- Public Image
- Corporate Social Responsibility (CSR)
- Public Relations (PR)

- Consumer Power
Social Lens

- Social Media Platforms and more avenues

for growth
- Access to more investors and potential

- Alternative perspective: Robert

W. McChesney
- ‘Digital Disconnect’
- “The tremendous promise of the digital
revolution has been compromised by capitalist
appropriation and development of the Internet”
Is the Desktop Dead?
• Moore’s Law allows for smaller and faster
• Casual users have no need to be tethered to
a desk
• Phones are much handier now too!
• (Making laptops less necessary for some)
Technologic Lens
• This convergence culture:
•Created new types of businesses
•Forced old businesses to adapt
•Created a new breed of employee
Technologic Lens
• New types of business appeared
• Uber
• GoPuff
• GoFundMe
• These businesses exist solely online
• Facilitate a p2p (peer to peer) experience
Technologic Lens
• Technology transformed traditional
businesses too
• “Work” is no longer confined to the office
space due to telework
• Telework evolutions:
• Home Office
• Mobile Office
• Virtual Office
Technologic Lens
• Outcomes of convergence culture on us:
• We now live in media
• We’re always connected

• We’ve become digital zombies

Collective Intelligence (CI) of
Human Organizations
• Allows for;
• Polymorphic Architecture:
– Relationships that maximize probability of the “right person for
the job”
• Similar results from “virtual office” (new media)
compared to the “traditional office” (old media)?
• “The recent development of computer and
communication technologies creates the prospect for
the development of ‘global collective intelligence’.” (as
cited in Garrido, 2009)
• Telework:
• Definition:
– “Working from anywhere at any time” (as cited in Morganson,
Telework: The Virtual Office
• Positives of Virtual/Home Office:
• Employee choice nets greater motivation
to complete work
– More job motivation as a result
• Greater retention and workload success
– Projects seemed easier
Telework: The Virtual Office
• Counter point:
• Exchange theory:
– “subordinates are apt to engage in material and affective exchanges
with their manager, which in a traditional office tend to occur naturally
owing to close physical proximity.” (as cited in Golden and Fromen,
• Managerial Telework and Virtual Work:
– Likely to alter relationships between subordinates and manager
• Greater office absence equates to alterations in interactions
between manager and subordinate
• Evidence shows reduced feedback
Telework: The Virtual Office - Manager
• Outcomes of the three work modes (traditional, telework,
virtual) differ based on the manager’s work mode.

• Traditional Office:
• Manager is in close proximity, equating to ease of communication and
building of rapport (harmonious relationship built upon understanding).
• Virtual Office:
• Potential to bring about change in (aforementioned) exchange relationships.
– Alterations of “vibrancy and richness”
– However: “not all relationships may be impacted by telework” (Golden and Fromen,

• “...any impact to the exchange relationship with the manager

can have significant adverse consequences...” (as cited in
Golden and Fromen, 2011)

Research Question: How does the concept of

Convergence Culture impact modern business
• Both Positive and Negative impacts
• Much future promise