In their work Networked Digital Media in Everyday Life, Graham and Young use iTunes as a perfect example of convergence technology in action. The application was created by using three aspects that never mixed together before: media content, computer hardware and communications. Moreover, authors pointed that what significant for iTunes is characterizing the whole modern media industry. Graham and Young go very deep in their explanation how technological progress affects and shapes society and as a result, how society affects it back. Authors bring a lot of different points of view from many researchers and sociologists but in general, picture looks for me like Ouroboros – a snake eating its own tale. Society creates technology, technology reforms society. But what  really kept my attention was the point  that authors just lightly touch: even with ability to create modern media with using ideas of democracy and equality people built it in absolutely opposite way. All modern media companies built with corporate structure – very strict and limited.

Another good passage, in my opinion, was about four aspects that shape technology: design, marketplace, policy debates and end usage. Authors pointed that technology is a content, in other words, technology is a key moment in understanding trends of modern society. Design part shows the cultural level, policy discussion reflects level of social responsibility, marketplace displays value and end usage – level of social adaptation.