In 2013 five universities from across Europe undertook an innovative project ‘Media
Culture 2020’, combining skills and forces to develop new practices that would face the
challenge of the convergence of digital media, taking full advantage of social media and
cloud-based technologies. The aim of the Media Culture 2020 project was to demonstrate
what 21st century converged and interactive European Media Culture could be in
comparison to the broadcasting based one-way 20th century model. The main objective of
the project was to break down classroom and campus walls by creating open virtual
learning environments where students from different countries and fields could explore
and learn together. Media Culture 2020 developed innovative digital learning
environments that consider new forms of production, transmission and representation of
knowledge. The project utilized a range of online platforms, social media and cloud-based
technologies including Facebook, Google+ Google Hangout, Google Docs and Blogger in
the collaborative development, management and delivery of the project.