This essay is an answer to the following question: in participatory culture the consumer and producer no longer occupy separate roles, rather “we could see them as participants who interact with each other according to to a new set of rules that none of us fully understand.” Jenkins, Henry, Convergence Culture (London: New York University Press, 2006) 3. Identify a text or series of texts that challenge previously established rules of engagement between consumer and producer. Describe how that text or texts challenge established rules and also how they demonstrate the collapse of the space between consumer and producer in participatory culture. Discuss your analysis through a theoretical framework that draws on related readings. There have been many developments in the emergence of convergence and participatory culture in recent decades. In these developments, we have seen a completely new set of rules for how consumers and producers interact with each other and how members of the public have gone from being passive to active in receiving the information provided to them by producers. This new paradigm is not purely technological but also cultural as convergence culture “represents a cultural shift as consumers are encouraged to seek new information and create connections between dispersed media content” (Jenkins, 2006, Convergence Culture). Technology obviously provides the platforms for this new form of interactivity, however it has certainly gone beyond basic technological functions and created a completely new culture and lifestyle for both consumers and producers. changing, not only in terms of the greater importance of interactivity but (disposable incomes...... middle of paper ......perates are currently working and are progressively improving further. As long as the system is operable, why change it? In recent years convergence has become a cultural aspect of our daily lives, as more and more viewers are becoming more active in what they consume.BibliographyBooksJenkins, H., 2006. Convergence Culture New York and London: New York University Press.Fuery, K., 2008. New Media – US Culture and Image: Palgrave Macmillan PublicationsJenkins, H., 2009. Meeting the Challenges of Participatory Media Culture for the 21st Century Massachusetts Institute of Technology.Devereux, E. , 2003, Understanding the Media. London: Sage PublicationsArticlesTurner, Tay, 2009, Television Studies after TV.Jermyn, D., Holmes, S., 2006 The Audience is Dead, Long Live the Audience.