Pathways to measuring consumer behaviour in an age of media convergence

Alex Chisholm, Henry Jenkins, Stacey Lynn Koerner and David Ernst

The television medium is in the early stages of re-invention fostered by applications of digital technology, which have the potential to fundamentally change the way brands are marketed as consumers begin interacting with content.

Pathways To Measuring Consumer Behaviour In An Age Of Media Convergence

Stacey Lynn Koerner David Ernst Interactive Media North AmericaHenry JenkinsandAlex Chisholm MIT Comparative Media Studies

Introduction

Many have speculated about the future of interactive multi-media technologies and the role they might play in a context where more and more commerce and culture are conducted in bits rather than with atoms. (1) The potentials of interactive television, personal video recorders (PVRs), wireless communications, computer and video games, and online services have been celebrated, cursed, and feared as mass marketers consider how more audience-driven modes...

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