| Although convergence has contributed to increased democratic freedoms, it has drastically undermined the established paradigm within advertising leading to economic turmoil and paralyzing confusion. Advertising is compelled to strike a chord between productivity and the unprecedented rapid pace of change. The primary source of this devastation is convergence, a multifaceted, mutative, and complex phenomenon, comprised of sophisticated intermingling of media, technology, and culture.;Bricolage qualitative inquiry is utilized to construct a historiographical analysis to offer robust understanding. Despite significance, this controversy is grossly understudied resulting in insufficient data and chaos. Thus, the ability to trace the emergence, development, power structures, and influence of socio-historical factors has enormous value. In addition to understanding and a basis for future research, core categories involving the way to harness convergence are offered.;This investigation has revealed that a paradigm shift within advertising is indeed underway. Significant disruptions in power exist which create an ideal opportunity for redistribution. This state of crisis signifies a critical juncture. Advertising is a unique and powerful institution. The outcome of crisis within advertising has reverberating effects that span the globe and future generations. Thus, the ability to harness the power of convergence will elicit critical discourse and the potential for dynamic achievement. |
