10.1177/0002716204270067THE ANNALS OF THE AMERICAN ACADEMYMULTIPLE MEDIA, CONV GE T PROCESSES, AND DIVERGENT PRODUCTS

This article addresses the intersection of two underexplored themes in studies of cultural production in traditional and digital media: the role of technology in news work and the processes that shape media conver-gence. The authors analyze organizational innovation in digital media production at GMS, a European firm that operates print and broadcast outlets in several special-ized news markets. Between 1994 and 2003, GMS went from a phase of digital media experimentation under-taken by teams located within each existing newsroom, to the creation of a separate unit handling the online content of all print and broadcast newsrooms, to the ongoing integration of news production into a single newsroom per specialized market that generates differ-ent products for the various outlets in each market. This analysis illuminates how adopting online technologies has involved shifts in the locus of content creation in a path of increasing convergence in production processes but continued divergence of media products