Genevieve Enright 42855853

Digital convergence is a phenomenon because it is an experience, an event, and a feat to be observed in today’s rapidly shifting media landscape. Jenkins (2006) defines digital convergence to be ‘the flow of content across multiple media platforms’,  leading consumers to seek individualised content whenever, wherever, on their own terms. Advertising and new media continually face  the pressure to respond to the migratory behaviours of media audiences, who move away from ‘one-to-many’ broadcast models and into niche markets and into brand communities. If advertising professionals can successsfully utilise digital convergence to their advantage in the way that Pespi has, then perhaps these challenges will be transformed into positive opportunities to connect with users in new ways. 

The advertising industry is regularly modifying traditional paradigms that depict media consumers as being passive audiences with limited control over what they content they access (Sheehan, 2009) Indeed, as Jenkins (2006) ascertains, ‘the circulation of media content…across different media systems…depends heavily on consumer’s participation.” Operating as both consumer and producer- “the prosumer”-the contemporary, technologically savvy user can strategically manoeuver their way around broadcast advertising and established sources who wish to autonomously convey messages top-down. Consumers are  instead given opportunities to  interact and manipulate media content for their own purposes (Sheehan, 2009). Christodoulides et al (2011) analyse user generated content as providing consumers with experiences of “intrinsic enjoment,” whereby the focus of the advertisement is created for self-expression. This user-generated spoof of a commercial converges the popular interactive game the Sims 2 with the drinking of Pepsi at a party hosted by Captain Jack Sparrow. Audiences of different niche communities (i.e gamers and film buffs ) are hence simulataneously assembled via YouTube, perpetuating the Pepsi brand to become the topic of discussion. Indeed, the insertion of a brand into popular culture games such as the Sims operates akin to product placement.

As consumers become less brand loyal than before, they begin to pay more attention to the recommendations of family and friends than they do to traditional messages (Sheehan, 2009). According to Christodoulides et al (2011), one way that advertisers can strategically respond to this is through the utlisation of word of mouth (WOM) advertising which recognises that these recommendations are accepted among consumption communities as a legitimate brand driver. Advertising must hence operate in a way that presents the brand as a spectacle to consumers. Back in 1983-1984, Michael Jackson made marketing history when he signed on as the face of the 'Pepsi Generation.' In one of the many ads that Jackson made for Pepsi, he adjusts the lyrics of his song, 'Billie Jean' to suit the 'new generation' of Pepsi drinkers. He also incorporates his signature dance move 'the Moonwalk', converging his status as an icon with another icon, Pepsi. 

The team behind the campaign recognised that as Michael Jackson, the King of Pop, was the embodiment of 'new,' and 'exciting', then they could contrast this with their rival, Coca-Cola, which was deemed to be 'old' (Herrera, 2009). Hence, the rivalry between Pepsi and Coca-Cola provoked many discussions between 'Coke drinkers' and 'Pepsi drinkers.'  (Herrera, 2009). Moreover, despite the celebrity endorsement of Jackson as being 'exciting' like Pepsi, it spawned one of the most infamous moments in the campaign, when during the filming of a commercial, Jackson's hair was accidentally set alight.  

Through word of mouth and much public debate, there was speculation that this led to his first cosmetic surgery, but the effect was clear. Pepsi had sparked thought provoking topics that got consumers talking about the brand in their everyday lives. Pepsi's sales increased to $7.7 billion with a spike in market share. (Herrera, 2009). Jackson's endorsement set the advertising industry to be a spectacle, an event for consumers, successfully converging popular music with a popular brand.

According to Sheehan et al, (2009)advertising's black box model is becoming out-dated, resulting in agencies that maintain a closed structure failing to create messages that resonate and connect with consumers. Not only does entertainment content flow across different platforms such as the sharing of a video through YouTube on a smartphone application, but as Jenkins (2006) points out 'our lives, relationships, memories, fantasies, desires, also flow across media channels.' Consumers wish to share their experiences with other individuals and communities. A feat that is still yet to be fully accomplished by advertising will be the insertion of a brand that latches onto each one of these experiences, thus becoming a phenomenon of advertising and new media as an example of digital convergence. Pepsi's recent partnership with Viacom,  one of the 'Big Five,' a global mass media company that sets its sights on cinema and television, is one such method for traditional mass media advertisers to connect with users on a personal level. Users are encouraged to share their experiences of the 'NOW' on the home page, with the opportunity that these experiences will be broadcast in a competition as an incentive. This example integrates photography, Twitter, Comedy Central and traditional broadcast models so that these experiences will be shared via a social media campaign.  Advertisers can either sink or swim with social media, viewing it as separate to traditional advertising or a merger that combines consumer's interests with advertising intentions.

In summary, if advertisers like Pepsi can rely on convergence of popular culture with a brand, establish niche markets and brand communities, and recognise the power of word of mouth, then perhaps traditional advertising has not died but converged into a hybrid of the consumer and the producers. This represents the constant need for advertising and new media to constantly evaluate and assess their strategies, by choosing to work for and not against convergence.

References

BBC. 2012. 1984: Michael Jackson burned in Pepsi ad. [ONLINE] Available at: http://news.bbc.co.uk/onthisday/hi/dates/stories/january/27/newsid_4046000/4046605.stm. [Accessed 23 August 12].

Christodoulides, G, & Jevons, C 2011, 'The Voice of the Consumer Speaks Forcefully in Brand Identity', Journal Of Advertising Research, 51, pp. 101-108, Communication & Mass Media Complete, EBSCOhost, viewed 28 August 2012.

Jenkins, H (2006) ‘Convergence Culture:’ Where old media collide’, New York University Press

Pepsico (2012). Pepsi and Viacom Announce "Live for Now" Summer Partnership. [ONLINE] Available at: http://www.pepsico.com/PressRelease/Pepsi-and-Viacom-Announce-Live-for-Now-Summer-Partnership06062012.html. [Accessed 20 August 12].

Perrera, Monica (2009). Michael Jackson, Pepsi Made Marketing History. [ONLINE] Available at: http://www.adweek.com/news/advertising-branding/michael-jackson-pepsi-made-marketing-history-99789?page=2. [Accessed 20 August 12].

Sheehan, Kim and Morrison, Deborah (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world in  First Monday vol 14 no 3 - http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121

Vivek Vastrad 42917417

Digital Media Convergence and its impact on Advertising and New Nedia

Digital convergence has had a significant impact on the correlation between advertising and new media forms which are constantly evolving. To understand the impact of digital media convergence we must first understand what digital media convergence is. Digital media convergence can be summarised as delivering multiple services on a single platform (Dwyer 2010: 04). The platform being described here is the Internet and how it manages to encompass a wide variety of mediums into a single platform and is able to shift how advertising is viewed and acted upon within the Internet.

 

This video by OK GO is part of a series of advertisements by the American automobile manufacturer, Chevrolet. The video debuted during the 2012 Super bowl and was part of a series of videos by Chevrolet advertising its new car. The video debuted online and is currently sitting with roughly 24 million views. More views than it would have gotten during the Super bowl. Putting the video online was a wise move as it managed to advertise two products and services within the one video. OK GO was able to promote their new song via use of a car which in this case is the Chevrolet Sonic. Digital media is almost symbiotic with most of our lives (Sheenan, Morrison 2009: 02) we are consuming digital media on a daily basis thanks to more recent innovations such as smart phones, tablets and wireless connectivity.

Advertising through digital media is a much more cost effective way of reaching an ever expanding audience when compared television or print advertising. Computers are used for more than just typing word documents or sending emails and are instead being marketed towards society as multi-media hubs with the ability to stream movies to your television or any other smart device within your household. Companies who were born on the Internet and revolve around technology have a much higher understanding of companies which are just now adopting the Internet as a form of digital media (Allen 2011: 323). One example of this is the Nexus Q a device may by Google and is being pitched as a media hub which functions with any Android smart phone.

This is just one of the new ways we are able to consume media and is developed by a company that understands digital media. Google primarily markets this device through its Youtube channel and also has the device for Pre-order through its Google Play store. The device is not sold in physical retail stores but instead is solely sold online through Google’s own services. Digital media will forever be evolving as we find new ways to connect and share our devices with one and other and this in turn allows for advertising to reach into new markets such as social networking, devices which are always connected or even our cars as they are integrated into the online world.

Reference List

Supurgeon. C.(2008) Advertising and New Media, Routledge, pp 24-45

Dwyer.T. (2010) Media Convergence Mcgraw Hill. Berkshire. pp 1-23

Shehan, K. B., & Morrison, D. K. (2009, March 2). Beyond convergence : Confluence culture and the role of the advertising agency in the new world. First Monday, 14(3).

Assessment 1: John Ardic 42866502

Digital Media Convergence in Relation to Advertising and New Media

Digital media convergence is an ever-expanding phenomenon, which has allowed many companies to invest in global advertising techniques. Advertising and new media have both played major roles in determining the success of global expansion. The increasing creativity in advertising has thrived through popular visual cultures and the assumed passiveness of media audiences (Spurgeon 2008: pp 24). Media audiences have, consequently, determined the effectiveness of the global economy, as a direct result of an augmentation in advertising on different media platforms. The development of new media, in particular the internet, has created a technological explosion which allows for closer interaction and altogether neighbourliness (Appadurai 2000: pp 323). Digital media convergence itself has been the foreground for a significant amount of advertising campaigns. Cadbury Chocolates illustrates these ideas of convergence, advertising and new media through global advertisement across multiple media platforms. 

                Defining digital media convergence is the first step to understanding its importance. Dwyer defines convergence as “the process whereby new technologies are accommodated by existing media” (Dwyer 2010: pp 2). This collision of old and new media (Jenkins 2006: pp 2) illustrates the notion that media convergence is continuously evolving. As a result, convergence has exponentially shaped the way in which contemporary audiences receive and react to advertising within the media. Print media, for example, has expanded to include online mediums. The term “new media”, however, is problematic as in a globalised world anything labelled “new” becomes “established” and in a progressively quick decline, is passed over as old (Dewdney 2006: pp 4). Increasingly, convergence allows for audiences around the world to experience media as an “interconnected repertoire of print, celluloid, electronic screens and billboards” (Appadurai 2000: pp 326). These differing mediums, therefore, directly impact how advertising is comprehended and reconstructed. 

                With the growing rate of media convergence, consumers are faced with advertising throughout every aspect of their daily lives. In a modern world, television and radio are considered “old media” and are, therefore, not as profitable as growing media platforms. Online search engines, on the other hand, such as Google and Yahoo, have become the most important development for informational advertising in contemporary media (Spurgeon 2008: pp 25). Search-based advertising provides consumers with the power to create a wider public spectrum. Advertisers are able to embed messages in media flows which consumers will then actively seek out (Spurgeon 2008: 27). Additionally, websites such as YouTube and Facebook exemplify the extent to which media convergence has allowed advertising to evolve. The use of public forums for advertising has demonstrated a growing ingenuity in the industry. Furthermore, this process is more cost-effective and allows for advertising within different mediums. Advertisers are, however, faced with further complications as consumers care less about brand loyalty and more about the recommendations of friends and family (Sheehan & Morrison 2009). Thus, companies are increasingly required to use public recommendations as a marketing technique.

                New media is not viewed as a novelty; rather it represents significant cultural and social change. In developing a successful advertising campaign, many industries are able to utilize the changing aspects of new media. For example, a video that has over one million views on YouTube is a sufficient opportunity for a company to post advertisements accordingly. In this sense, advertisers are able to use public recommendations to their advantage as the amount of views on a video will, therefore, determine the amount of views on a potential advertisement. The circulation of media content, therefore, relies solely on consumer participation (Jenkins 2006: pp 5). The practices of new media are a “direct consequence of attempting to understand new media as embedded in cultural concrete developments” (Dewdney 2006: pp 34). New media practices are directly influenced through digital media convergence. Watching television shows online, for example, goes hand in hand with viewing a range of advertisements throughout the website. New media is, therefore, the forefront for digital media convergence and effective advertising within a changing media industry. 

                Cadbury Chocolates has developed several advertising campaigns to appeal across multiple media platforms. The most notable of these is the Gorilla advert. 

Cadbury has become famous for its use of popular music to demonstrate a sense of want and relatedness. The advert is almost played out like a humorous music video, with only a subtle mention of the product at the end. In addition, Cadbury’s website is based around the idea of “chocolate brings joy”. It involves several interactive features, such as videos, an online tour and what is referred to as a “Joy-o-Metre”. The site is, therefore, a significant example of the way in which media convergence can be used for advertising. Moreover, the interactivity illustrated exemplifies numerous types of new media. Cadbury’s video advertisements, however, are still used for what is considered old media, such as television. The major television campaign involved a reworking of the song “Wouldn’t it be nice”, again including popular music that is widely recognised. 

Other advertisements involved billboards which looked like large chocolate bars

Ultimately, Cadbury’s ad campaigns have demonstrated a clever and unique use of new media, while appealing to digital media convergence. 

                Digital media convergence is an expanding phenomenon which has shaped the way in which advertising and new media have evolved. Global expansion for companies is paradoxically becoming easier but more complex. Convergence has allowed for advertising to grow beyond the simple confines of “old media” mediums, such as radio and newspapers. Industries are, however, collectively faced with the challenge of appealing to a wider audience with diminishing interest. New media has exemplified these increasing challenges but also expanded the availability of global audiences, for example social networking and search engines. While advertising has become more creative through a need to do so, it has also become a more cost-effective enterprise, with one ad able to traverse multiple media platforms. New media and convergence, particularly through the internet, have also allowed for a greater connectedness across global barriers, creating a considerable interactive interface. Thus, digital media convergence has significantly influenced the way in which advertising and new media operate in a global environment.

Reference List

Appadurai, A. 2000, "Disjuncture and Difference in the Global Culture Economy" in Frank Lechner and John Boli The Globalisation Reader, Blackwell, Oxford pp 322-330.

Dewdney, A. 2006, New Media Handbook, Routledge, Oxon.

Dwyer, T. 2010 Media Convergence, McGraw Hill, Berksire, pp 1-23.

Jenkins, H. 2006 Convergence Culture, New York, New YorkUniversity Press, pp 1-24.

 Sheehan K. & Morrison D. 2009 Beyond convergence: Confluence culture and the role of the advertising agency in a changing world in "First Monday" vol 14 no 3. <http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>

Spurgeon, C. 2008 "From the 'Long Tail' to 'Madison and Vine'" in Advertising and New Media, Routledge, Oxon pp 24-45.

   

 

43030424 : Student Number

Digital Convergence

 By Michael Felicetti



Convergence



The phenomenon of digital media convergence has been described as of merging of all current technological devices, and placing them into a universal device, were everyday people can access them and get involved through interactivity. (Dwyer.T, 2010).States that ‘my understanding of media convergence is the process whereby new technologies are accommodated by existing media and communication industries and cultures’.

The starting of this phenomenon is starting to be evident in the everyday smart phone, i.e. a mobile phone that compromises of cutting-edge computing ability, that can obtain mass of information for its users. The ordinary smart phone user can they can view/access worldwide news, current weather, watch live sporting events, steam online movies, online shopping etc. the most popularise smart phone there is the iPhone having been ‘released in 2007’.(Kolakowski, 2010)

23 Devices the IPhone has replaced

The creation of this great device has converged a great deal of modern day devices, making our technology necessities more accessible as its all under one device rather than having a radio, camera, music player, GPS, video recorder etc.(Matthew.G, 2009) Is in agreement with the capacity that the iPhone produces, by saying ‘This is an unprecedented level of convergence if you ask me. A quick informal tally shows that the iPhone is replacing $2700.00 dollars’ worth of equipment and several pounds worth of gear’.

With the use of an iPhone this little device that is the size of your hand, you can access nearly everything with a touch of a button. This has allowed users to surf the web while constantly being entertained with the internet and gaming. This is where adverting companies have capitalised on this opportunity to reach viewers via the net.

Advertisers have noticed this change in movement as the everyday viewer doesn’t watch T.V as much as they use to, they are now on the internet. Advertisements must have to engage the viewer’s convincing them into buying/using their product.(Spurgeon, 2005) expanded on this by saying ‘All advertising is interactive to the extent that it generally seeks to affect human behaviour, attitudes, or dispositions’.

So Advertisers decided to take action, by posting there adverts online hoping to reach their consumers. Early efforts were unsuccessful and uninspired as they weren’t creative enough to reach the viewers as their behaviours and attention was not received.   

 There is a new era of consumer sovereignty, i.e. the consumer is growingly becoming more and more individualised, distinguished, and flexible. Making us the consumer digital nomads. As were always on the move browsing through websites in some cases more than on at time.

This is even more the case in Generation Y, as they are predominantly around technology every second of the.(Kane, 2012)Elaborated on this by saying ‘Generation Y grew up with technology and rely on it to perform their jobs better. Armed with BlackBerry's, laptops, cell phones and other gadgets, Generation Y is plugged-in 24 hours a day, 7 days a week. This generation prefers to communicate through e-mail and text messaging rather than face-to-face contact’.

Making advertising companies change their game plan. By postingtheir latest adverts on weblogs and social media sites such as Facebook, Twitter, Tumbler and YouTube to see if they go viral across the web making it a testing ground before placing the advertisement on television. Where by it will be seen by millions of viewers online. From that the viewer tends to share the ad to their friends across these weblogs and social media sites.

This boosting up the ratings of their product through the roof if it is a success. A great example of this would be the Old Spice commercials with Isaiah Mustafa, a well-known wide receiver American footballer, took part in advisement talking about men’s body wash asking a series of quick opened ended question to engage the viewer. The viewing of these videos is discussed by(Wiancko, 2010) said ‘In 24 hours http://www.youtube.com/oldspice has become the most watch YouTube channel for the day, each of these videos is getting around 16,000 views on the low end and upwards of 340,000 views’

Now the popular advertisement as reached an astonishing 42,534,009 views.

From this many people have making parody versions of this. This aids the company even more! As we tend to remember the original and compare it to see if it measures up as well as having a good laugh.

 Even popular kids shows have jumped on board,like ‘Sesame Street’ with the popular grover doing his own spin on it.

Finally the movie business saw an opportunity and took it on board with a making version for the new movie ‘Puss in Boots’.

 (Sheehan & Morrison, 2009) summed it up by saying ‘As Internet connectivity and digital capabilities continue to expand across global populations, increasing numbers of online users are expressing their thoughts, desires, interests, and creativity online’

Digital Convergence has started in our everyday life without us noticing it pass us by,in all aspects of everyday life.With the new use of online media this is inviting consumers to contribute. As this aids the producers to outspread and sell their brand across multiple media platforms. As well as more likely to target the correct audience has it filters through the web which in turn increases adverting. As it shifts through, it reaches more different and varied consumers who they have reached this has assisted them in finding and gathering information from their consumers to reach them in new and initiative ways.

In summary digital convergence is one of the most popular and significant movements in the modern media environment.As it has made life so easier for both old and young people is its no idea why so many more people are hoping on board as the best is still yet to come.

 

Reference List

Dwyer.T, 2010. Media Convergence. pp. 1-23.

Kane, S., 2012. About.com Part of the New York Times. [Online]
Available at: http://legalcareers.about.com/od/practicetips/a/GenerationY.htm
[Accessed 30 8 2012].

Kolakowski, N., 2010. Ziff Davis Enterprise Holdings Inc. [Online]
Available at: http://www.eweek.com/c/a/Mobile-and-Wireless/Apple-CEO-Steve-Jobs-Talks-iPhone-iPad-Development-710535/
[Accessed Tuesday 26th August 2012].

Matthew.G, 2009. Devost.Net. [Online]
Available at: http://www.devost.net/2009/06/18/23-devices-my-iphone-has-replaced/
[Accessed 29 August 2012].

Sheehan, K, Morrison, D, 2009. ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world.’  First Monday, Vol. 14 No.3 , pp. 5-5

Spurgeon, C., 2005. LOSERS AND LOVERS: MOBILE PHONE SERVICES ADVERTISING AND THE NEW MEDIA CONSUMER/PRODUCER. Journal of Interactive Advertising,, 5(2), pp. 47-55.

Wiancko, R., 2010. Delivering my mind to you. [Online]
Available at: http://ryanwiancko.com/2010/07/15/and-the-oldspice-maneuver-is-created-blows-the-doors-off-of-advertising/
[Accessed 30 August 2012].

                       



Assessment - The phenomenon of Digital Media Convergence in relation to Advertising and New Media (#43039707)

Technological advancement over the past decade has resulted in a significant shift towards the usage of new media forms for the every day person. More people are using devices such as Smart Phones, PC’s, Laptops and Gaming Consoles. These devices allow users to communicate with one another, obtain information, educate and entertain themselves in a practical and efficient manner. As a result of this shift toward new media forms, businesses have had to change their practices and redevelop the ways that they advertise and interact with their consumers.

“Media convergence can be studied at a number of distinct levels including cultural, industrial, technological or regulatory levels – and these will often be presented in different combinations.”  Dwyer, T (2008). This quote sums up the complexity of the shift toward new media in quite simplistic terms, however as one begins to break each of these levels down, there are seemingly more and more questions that must be asked to determine the future of digital media.

Culture and behaviours across Australia are significantly different today than what they were in the 1970’s. Children no longer need to create their own fun in the backyard with their neighbours because they have access to devices such as gaming consoles and computers. Smart phones have further contributed toward the culture shift as they now offer so many different functions. “The mobile phone has also become a hub for many functions that were previously only provided by stand-alone devices” Dwyer, T (2008). Adults and children alike appear to be more inclined to communicate electronically as opposed to face to face. It’s much easier sending an electronic message (SMS, Email, Facebook, Twitter etc) than phoning or travelling to see someone in person.

The social networking site Facebook allows users to post on each other’s page known as a ‘wall’. Depending on the privacy setting of the individual, this can be the hub for a world wide social conversation. Bob from Australia, Peter from Canada, Trish from Tobago and Maria from Brazil can all comment on the original post that Paul made from Turkey on Bill from Antarctica’s wall. It’s a form of social interaction without actually physically seeing or hearing the other people speak. This shift toward digital communication has created an enormous window of opportunity for businesses to target their consumers via social networking sites 24 hours a day, 7 days a week. “Media, specifically digital media, has become pervasive in our everyday lives. The traditional measurements of time spent with media are out-dated since we no longer schedule our lives around our favourite television show or set aside an hour to spend with a beloved magazine. “ Sheehan, K and Morrison, D (2009).  

The convergence of Social Networking and Advertising in itself is an area that continues to grow, however we are still yet to see the full effect of cultural, political or regulatory changes across this space. “Social networking is based on ‘sharing’ while media industries repurpose shared content for commercial transaction”, Nightingale and Dwyer, T (2007). Facebook is not simply a Social Networking site; it is also acts as a distribution channel for companies to implement their marketing strategies through the form of advertisements, specifically targeting Facebook users based on their interests and search history. It is a profitable media platform that sells information it receives for free. Does this seem right? If a representative of a business were to walk up to you on the street and ask you for you to disclose information about yourself for free, would you go ahead and provide it if you knew they were going to sell it and make money? It doesn’t seem to be an issue at the moment because of the convenience Facebook provides; however over time, cultural, political or regulatory shifts may change the way its users perceive this notion.

There are also websites such as LinkedIn, which are specifically designed as an advertising platform for your every day employee to sell themselves to prospective employers. The employee can list their qualifications, work history, add a photo and list contact information. This has created opportunities for like-minded individuals to seek out other professionals and can also be used as a tool for employers to headhunt prospective employees for their business. The privacy concern is that everyone and anyone can see your information and complete working history, however some see this as a good thing, as people will be less inclined to lie or exaggerate about their working history.

Celebrities also use new media platforms such as Facebook, Twitter and Youtube to advertise themselves and their promote their image. Whilst these can be extremely effective tools, the recent headlines in relation to Charlotte Dawson, known by many Australians for her work on the television show ‘Australia’s Next Top Model’ has given us a taste of the flip side of using such a strategy.

http://www.dailytelegraph.com.au/news/charlotte-dawson-twitter-attack-sparks-call-for-changes-to-laws-against-cyber-bullying/story-e6freuy9-1226461809720

A follower of Ms Dawson on Twitter made a tweet that she should  ‘go and hang herself’. As nasty as this is, the person who made these comments isn’t necessarily subject to any course or legal ramification by the Australian legal system. Quite simply, the speed at which technology has progressed has made it difficult for our legal system to effectively develop and implement laws relating to cyber bullying.  It is an area that needs to be addressed, especially given the shift toward new media technologies being used by todays youth. If a child is bullied at school, they can return home and be bullied again online. It can be relentless while teachers or parents may not even know it’s happening. The question is how do we go about it? How do you regulate a media platform that is used worldwide across a variety of cultures? How do you keep everyone happy? Who will be responsible for monitoring the sites? 

The digital media landscape continues to grow daily with a greater number of users discovering how efficient new technologies and media forms can be. The more users that jump on the bandwagon, the more businesses are going to utilise the new media platforms to advertise their products. Will regulatory changes over time revolutionise the face of existing social networking platforms such as Facebook and Twitter? If so, what will this mean for businesses and their advertising strategies? It is impossible to say for certain how the digital media space will evolve in the future, all we know for certain, is that it will change. “Keep this in mind: Convergence relates to a process, not an endpoint” Jenkins, H (2006)

By Paul Simmons

References:

Connelly, C and Keene, N. (2012). Charlotte Dawson Twitter attack sparks call for changes to laws against cyber bullying. Available: http://www.dailytelegraph.com.au/news/charlotte-dawson-twitter-attack-sparks-call-for-changes-to-laws-against-cyber-bullying/story-e6freuy9-1226461809720. Last accessed 30 August 2012.

Dywer, T. (2010). Introduction. In: Media Convergence. Berkshire: McGraw Hill. p1-23.

Jenkins, H. (2006). Introduction: Worship at the Alter of Convergence. In: Convergence Culture: Where old and new media collide. New York and London: NY University Press. p1-24.

Sheehan, K and Morrison, D. (2009). Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world. Available: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121. Last accessed 30th August 2012.