396 Global Ethics for Leadership
the societies live. Jenkins reveals himself interested in the social dynam-
ics from these new opportunities brought by digital and combinations
thereof. Thus, the researcher questions that convergence be related only
to devices with multiple functions and points out that it stimulates new
media connections, as users feel able to go themselves in search for in-
formation, and more: for propagating his/her own. Therefore, Jenkins
says: "Instead of talking about media producers and consumers as occu-
pants of separate roles, we can now consider them as participants inter-
acting according to a new set of rules, that none of us understands com-
pletely”^299.
This culture of participation that convergent media promotes trans-
forms the communication processes with the expanded possibility of
access to different ideas and opinions and recreation of messages.
Jenkins does not despise the marketing aspect that is present in this
communication experience because all the information that is accessed
or created can be (and has been) transformed into consumer products.
This revolution has consequences, thus, for the communications industry
and corporations/media oligopolies that seek to control all types of net-
works and promote themselves convergences. Old broadcasting monop-
olies give rise to oligopolies that gain strength as the technological con-
vergence allows companies to act in market sectors previously separate.
30.2 To Judge: The Good and the Bad – from Commun-
ion to Competition
The human communication in all its forms, is inherent in the human
being and his/her need to live-together. This is acknowledged in the par-
agraphs above. However, the human tendency to concentrate instead of
making things common, and to rule over the Other, instead of sharing
solidarity must be taken into account in this process. That is why the
299
Ibid, 28.