Beyond convergence: Confluence culture and the role of the advertising agency in a changing world

Kim Bartel Sheehan, Deborah K. Morrison


New Internet technologies allow all types of online users to create content. Some of this content is content about brands: products and services purchased by online users, and traditionally promoted by advertising agencies. How have agencies reacted to the influx of branded messages online? This essay presents a concept called ‘confluence culture’ to describe the changes that the advertising industry is currently undergoing relative to the rise of digital culture. We argue that all advertisers, in order to survive and thrive, must recognize the role confluence culture plays in their work.


advertising; Internet; digital; culture; convergence

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