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Abstract. Convergence of multimedia content involves the unification of several media channels through a technology, and it is in a state of continuous transformation driven by the technological evolution. Recently developed, mobile and wireless technologies have facilitated new forms of convergence that permit users to consume information. Although media convergence involves many aspects, this paper considers just the perspective of technological convergence. The subject of this article is mobile sites created as a consequence of the convergence based on mobile technologies and devices. This paper shows new forms of media convergence designed by the mobile technologies. It presents and discusses theoretical aspects of this topic, and also describes practical solutions adopted by the media industry in Romania. The methodological solution is based on hierachical cluster analysis to group similar mobile sites based on their characteristics. The results of this study show that mobile technologies bring a new perspective to media.
Keywords: mobile sites, mobile convergence, mobile journalism; mobile media; mobile news.
Introduction
Multi-platforms share multiple characteristics that belong to computers, televisions and mobile devices, encouraging media fragmentation. This means that users can consume the same information on various platforms, and can share multiple platforms at the same time. Under these conditions, the online presence of media industries requires content to be continuously redefined. Thus, the development of mobile technology has created new possibilities for the provision and consumption of multimedia information in the media industry. Increasingly, more people use their mobile phone or other mobile devices to access sites and to read news, as Bosomworth (2013) (1) shows in an analysis of the mobile market for 2013. This technology makes it easier and quicker for news to reach users.
A study carried out by Google in partnership with Ipsos MediaCT (2), called 'Our Mobile Planet: Romania - Understanding the Mobile Consumer', in May 2013 (using a sample of 1,000 Romanian online adults) shows that smartphone penetration was 12% of the population in 2012 and has risen to 28% of the population in 2013. This survey is designed to gain insights into how consumers use the Internet on their smartphones. Results show that mobile searches, viewing of video, usage of apps and social networking are prolific. Moreover, 81% of smartphone users do multitasking operations...