My previous column focused on convergence and 2016. Convergence is the fusion of traditional and new media platforms. The point I was trying to make was that a candidate for 2016 cannot just focus on traditional media because of the psychographics of Filipino voters. Traditional media (TV, radio and print) is expensive while new media --Internet, mobile phones, social media such as blogs and micro-blogs like Twitter and Sina Weibo, social networking websites like Facebook, video-sharing sites such as YouTube, and others--are relatively cheap and targeting can be readily planned.

However, the line between traditional media and social media is nowadays blurred, with most ‘traditional’ journalists using the Internet as a key source of information for stories, and many traditional media are creating online editions or transforming into fully multi-media outlets. Traditional media also utilize “citizen journalism” pieces. This is another convergence of content that would strain a communication plan that is too heavy on TV alone.

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