Theory

We think : More people than ever can pariticpate in culture, contributing their ideas, views, information. The web allows them not just to publish but to share and connect, to collaborate and when the conditions are right, to create, together, at scale.
That is why the web is a platform for mass creativity and innovation. (Charles Leadbeater)

Convegence culture - Henry Jenkins

Media convegence : combination of new media and old media within a single piece of media .the coming together of different media technology/ products.

Technological convergence:  is the tendency for different technological systems to evolve towards performing similar tasks.

Economic convergence: is the horizontal intergration of the entertainment industry. Companies such as sony and Aol time warner now have interest in Film , Music , Real estate, books , internet and more and this results in transmedia exploitation of branded propeties.

Cultural convergence : When the 'audience' becomes the prosumer. Media technology has given the 'audience' the tools to “archive, annotate, appropriate, and recirculate content.” Companies use this to create low-cost content. Outsourcing – using 'user-generated' content in internet programs shown on sites including Youtube - Media Convergence is what makes humans dependent on media. The convergence of media products/technology means that, in theory, we do not have to leave our homes as (almost) everything can be achieved at the touch of a button.

Technological determinism : theory that presumes that a society's technology drives the development of its social structure and cultural values.

wikinomics : is a term that describes the effects of extensive collaboration and user-participation on the marketplace. (Dan Tapscott)

here comes everybody: what happens when people are given the tools to do things together, without needing traditional organizational structures. (Clay Shirky)

long tail theory :