NEW COMMUNICATION ORIENTATION; CONVERGENCE 1. INTRODUCTION The beginning of globalization can be traced back to the laying of submarine cables in the 18 th century, the emergence of international news agencies and the innovations brought by electromagnetic waves to the field of communication. And this beginning gained momentum with the rise of digital technology, internet and transnational media giants in the 90s. We can give Reuters, AFP, AP, CNN and BBC as examples of the global media institutions of today. These institutions are among the leading agencies providing and disseminating global information. The concept of communication technologies “is typically used as a concept incorporating all technologies in the field of communication, and includes all technologies related to telecommunication, communication, information, publishing, broadcasting and printing words”.(Uluç, 2003;14) The significance of communication technologies is evident in getting beyond the time and space-related limits. The international communication capability provided by communication technologies played a crucial role in achieving the ideals of globalization. Just like the amazement aroused by telegraph in the global economy in the 1840s, in today’s globalizat ion process, digitization and convergence has brought innumerable facilities in a similar vein. 2. THE GLOBALIZING MEDIA ENVIRONMENT We can briefly define convergence as “bringing existing communication technologies closer to one another to introduce new products and services”. Convergence, which is considered as one of the basic trends in the future of mass media, can also be described as “carrying fundamentally similar services via different communication networks, and agglomerating media like TV, comput er or telephone” (Geçgil: 2005, 10). According to Kejnalıoğlu, the word “convergence” is used in the context of overcoming the differences between cultural studies and political approach and developing a common corporate point of view in the second half of the 90s. The term ‘Convergence’ mean s the ability of different platforms and different consumer tools to provide the same service. In 1941, convergence concept was used by Lazersfeld in administrative and critical communication studies, and several researchers used the term in 1980. On the other hand, convergence also expresses the ability of different customer tools to provide the same service in communication literature. Convergence also enables interchangeable use of telephones, TVs, computers and mobile phones with communication systems reaching houses via cable or satellite facilities. This tendency is proven by a research conducted on 24 leading media institutions in Europe. “Like many other sectors, important merger/acquisition and cooperation agreements were witnessed in media sector in the second half of 1990s. A good example symbolizing this development is the merger of AOL (America Online), one of the biggest cable and Internet service providers in USA, and Time Warner (TW), a significant film making and TV broadcasting company.” (Ge çgil 2005, 16-17).