Convergence allows one technology to provide the functions of many. It essentially incorporates many technologies into one device. Mobile phones are one example. Mobiles allow us the basic acts of phoning and texting, but now offer email, web browsing, Facebook, YouTube, even personal orgainiser and diary. This is all much easier and simpler than carrying a device for each individual activity. This convergence also allows us, the users, to be a lot more active with the media. In social media, the emphasis is very much on us making the changes Web 2.0 is about us: "We are the web!" In this new Web 2.0 society we can address the corporations and companies on what we want to wear and what we like to have. Facebook is one who's jumped on the bandwagon:
‘Facebook Ads represent a completely new way of advertising online […] For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation. And they’re going to do this by using the social graph in the same way our users do’ (Facebook, 2007).'
And with all these brands and adverts competing for space, they are all willing to listen to the consumer. In Web 2.0, the data we send out is as valuable to these companies as the money used to buy their products. They are not just selling the product, you are helping them make the product for you.
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