Convergence is the idea that old media and new media come together. Henry Jenkins wrote a book on the convergence culture. Jenkins says, “convergence describes technological, industrial, cultural, and social changes in the ways media circulates within our culture." He has this idea that the consumers are the participates. Jenkins says, "The question is whether the public is ready to push for greater participation or willing to settle for the same old relations to mass media." We live in a "participation culture" where people love to communication online. People are so active over the Internet and it is the way of our society today. This convergence culture is important to use the past media to help with future improves to new media.
Creative engagement is when companies use creative ways to market to their audience. An example would be companies having social media accounts and offering giveaways. A popular technique used is a giveaway through Instagram. If users will "repost" a picture they are entered into a competition. This is a great way to get people involved and allow for more people to find out about the company. An engagement online that is used in a creative way to provide more participation from the consumer would be considered creative engagement.
