Discuss the phenomenon of digital media convergence in
relation to one of the following: Advertising & New Media or Music Video Online.
Digital media
convergence is a process in which “new technologies are accommodated by
existing media industries and cultures” (Dwyer 2010, p.2). Through media
convergence, consumers have the ability to obtain multiple services on various
platforms or devices. Digital media convergence in reference to Advertising and
New Media has had a significant growth in the advances of the social and
technological world. The phenomenon of digital media convergence has
detrimentally impacted on advertising through new media forms.
Convergence is an
inevitable process. According to Dwyer (2010), the difference between media
industries and their predecessors today is the proliferation of delivery modes
and media platforms. As technology becomes more accessible, so do the devices
that are being brought into the market. In 2007, Apple brought out the first
ever iPhone, which Time Magazine labeled as one of the ‘best inventions of
2007’. Through this compact mobile device, people are able to access calendars,
radios, television shows, make phone calls/messages, send emails and use Google
maps as a GPS. More recently – Internet banking has become accessible, where
consumers are able to pay bills, transfer money and check their bank balance
all through a few simple touches of the screen.
The circulation
of media content- across different media systems, competing media economies,
and national borders- depends heavily on consumers’ active participation
(Jenkins 2006). Convergence however, also represents a cultural shift, as
consumers are constantly being encouraged to make connection among dispersed
media content. The Internet and
television have adapted to different forms of media. Online advertising
expenditure now frequently exceeds cinema, outdoor and magazine advertising
norms. Advertising in search engines and online directories is one of the
largest and fastest growing movements of online advertising.
The integration
of advertising and social media networking websites has become more obvious as
media convergence grows. Websites such as Facebook and Twitter, which are used
by million of people daily, have become a popular advertisement medium for
companies. Physical products in supermarkets and stores and advertisements on
television or magazines now feature the Facebook and Twitter logo somewhere on
the item/product. This shows the consumer that they can access more information
through a more commonly used technology. The partnering of social networking
sites and advertisers benefits them both financially and helps the company gain
more exposure.
Culturally, convergence is progressing and “new media
increase the versatility of human action...media audiences are experiencing
media coverage in the situations they find themselves in while connecting to
network infrastructures” Dwyer (2010, pg. 3) With businesses working towards
new ways of creating product awareness through social networking sites they
have been able to strengthen advertising. Through this engagement with
consumers; advertisers incorporates social communication to popularise
media-content as Sheehan and
Morrison (2009) express the "relationship" that consumers immerse themselves
with other individuals, various brands and sources.
Angry Birds is a popular application used by many
iPhone and Android Smart Phone users. This application, along with many others,
has implemented the convergence of technological and entertainment forms,
creating a media platform allowing advertisers to interact with consumers
through the application. At various moments or throughout the entire
participation of the application (in the free versions), ad-banners become
permanently positioned on the screen thus making the consumer unable to avoid
the ad. However, if you purchase the full version of the application, the
advertisement gets removed and the game does not get interrupted. In the
picture below, you are able to see an example of an ad in the top right corner.
This not only takes up a significant part of the screen in comparison with the
game but also delves into the subconscious game play of the consumer.
Mobile applications,
whether it is games or photography editing apps, all come with “free” and
“priced” options. The phenomenon of digital media convergence in relation to
Advertising and New media creates a competitive environment and atmosphere
between advertising companies. This technique is profitable, but also disrupts
the media-content flow.
Large national and
transnational advertisers have become dissatisfied with the performance of old
media forms and are starting to adapt to new media. Advertisers are constantly
looking for new ways to reach out to increasingly distracted and disinterested
consumers without causing a disturbance or interruption. Advertisers have
creatively embedded their messages in media flows and experiences that people
will constantly use and seek out. By introducing new ways of interacting with
new media technologies, advertisers have enhanced the way consumers take
control. This is evident in ‘QR codes’, which are similar to barcodes but have
different forms of information embedded in them. QR codes have become a popular
way to advertise as consumers with smart phones are able instantly access
websites, products, photographs, shopping deals and so on. These developments
expand and increase the dynamism of the analytical category of media.
Digital Media
Convergence in Advertising has taken advantage of product placement in video
games, television shows, movies and music videos. Product placement is the
process by which advertisers subtlety or sometimes more obviously, put products
and their brand names right in front the consumers’ faces. According to
Michelle R. Nelson (2004), in Advertainment
or Adcreep game player’s attitudes toward advertising and product placements in
computer games, “interest in this marketing technique is driven, in part,
by changes in media uses” (p. 3). Brands have served as background scenery,
props and character developers since the 1950’s. Product placement has
developed into a multi-million dollar industry with a trade association
(Entertainment Marketing Association 2004). Advertising companies have very quickly
realised that in a cinema, people do not have the luxury of simply switching
the channel and as a result we become a captive audience who are more
susceptible to their marketing.
In the movie I, Robot,
starring Will Smith – he tries to unravel a robot conspiracy but most viewers
are unaware of the blatantly obvious product placement in the movie. For
example, in the still shot captured from the movie, it features Will Smith with
an Audi. This Audi concept car got 4 ½ minutes of screen time alone, but he had
to drive something.
Another example of product placement
from I, Robot, is evident in this short YouTube video. Painful in its obvious
advertisement, it makes the film look like a huge commercial. It is quite
questionable how so much a movie had been dedicated to someone’s footwear
without it having the slightest connection or link to the plot.
In conclusion, the phenomenon of digital media
convergence in relation to Advertising and New Media has fluctuated through
various technological platforms such as partnering with social networking
sites, ad-banners on mobile applications, QR readers, and product placement in
films & music videos etc. With the constant introduction of new media
devices, the way we interact and access media will always be changing.
Advertisers are constantly taking advantage of new ways to integrate their
products into the social participation of the products.
Reference List:
Pictures and Video:
- · Images obtained from Google
- · I, Robot(2009) I, Robot Converse Product Placement [YouTube] <http://youtu.be/3HpIZrOH4zc> (Accessed 29th August 2012)
- Dwyer, T 2010, Media Convergence, McGraw Hill, Berkshire, pp. 1-4.
- Jenkins, H 2006, Convergence Culture: Where Old and New Media Collide NY University Press.
- Sheehan, KB & Morrison, DK 2009, 'Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world', First Monday, vol. 14, no. 3, viewed 29 August 2012.
- Nelson, RM, Keum, H & Yaros, AR 2004, ‘Journal of Interactive Advertising’, Vol. 5 No. 1, viewed 29th
No comments:
Post a Comment