Assessment 1: Online Essay (Christopher Rylatt- 42866898)

Digital media convergence in relation to advertising and new media

The development of digital convergence has impacted on the practices of advertising. New media have affected the methods by which advertising messages can be distributed as well as the ways in which a businesses can interact with their audience. This essay will begin by establishing the context of the issue and analysing the connection between advertising and new media convergence. Furthermore, the activist driven "Let's go" social media campaign and the viral marketing of DollarShaveClub.com will be used as case studies to demonstrate the ways in which convergence has impacted upon the contemporary media space.



While the term convergence carries several different meanings for the purposes of this essay it will be understood from a technological standpoint. Laughey (2009: 137) defines the term within this context as "the coming together of different media through digital technologies". This system of coming together is achieved through a process whereby "new technologies are accommodated by existing media and communication industries and cultures" (Dwyer 2010: 2).



The digital convergence phenomenon has affected the media environment in several different ways. This can be seen through changes to production, distribution and consumption. Laughey (2009: 137) highlights how the development of the standardised computer has enabled media producers to generate previously separate media forms such as text and video in a single networked environment. Consequentially, the physical characteristics of separate media forms no longer act as barriers to multimedia production. Additionally, distribution patterns have been altered. The global shift towards digital convergence has meant that "as far as distribution goes...the global reach of the internet is becoming the focus for multimedia distributors- as well as advertisers" (Laughey 2009: 137). This achieves multiple beneficial outcomes for distributors such as advertisers. Not only can online distribution act as a cost saving mechanism for advertisers but the internet can also be used to expand brand awareness over a global market place. Furthermore, consumption has been influenced by the emergence of digital convergence. A wide range of devices now exist on that market that demonstrate elements of convergence. For example, mobile phones now "allow us to play games, download information from the internet and receive and send photographs or text messages" (Jenkins 2004: 34).



Advertising has been directly affected in various ways as a consequence of the shift towards digital convergence. The expansion of digital capabilities through the internet has allowed consumers to interact with each other and businesses on a global scale. In response to this "advertising agencies have moved beyond bemoaning the demise of traditional advertising messages and are taking steps to finds ways to increase audience engagement in messages" (Sheehan & Morrison 2009: 1). This means that advertisers are now investing in ways to creatively engage with consumers as a way to spread their commercial messages. The main factor shaping this has been the movement towards a more participatory culture. Jenkins (2006: 3) describes this as a cultural shift, brought on by convergence, where by consumers are encouraged to seek out new information and make connections among dispersed media content.



One company that has used new media to engage with it's audience is, DollarShaveClub.com. Founded in the United States, the subscription based business sends razor blades at regular intervals to it's online customers. In March 2012 the company successfully launched a marketing campaign through the video hosting website YouTube (see video below).

The success of this campaign is indicated by the $US200,000 that the company is now estimated to be making a month (Grand & Martin 2012). This attempt at viral marketing is evidence of Spurgeon's claim that advertisers are attempting to engage audiences by embedding their messages in media flows that their desired consumers will seek on their own (2009: 27). Supporting this are the numerous user reviews and parodies which demonstrate an ongoing consumer engagement with the message. These media flows also benefit advertisers by acting to keep the product at the forefront of people's minds. Additionally, the business uses social media websites such as Facebook and Twitter to interact with consumers directly. Customers are encouraged to contact the company with any concerns and are rewarded with special offers and more information about business. This enables the business to manage it's social media presence as well as use customer feedback to increase sales. Digital convergence has allowed DollarShaveClub.com to reach consumers that are "increasingly distracted, distrustful and disinterested" (Spurgeon 2009: 27).

Additionally, while new media be used to aid businesses it can also result in negative impacts when in the hands of consumers . The "Let's Go" social media campaign orchestrated by awareness groups, Greenpeace and The Yes Men, utilised the participatory culture of the internet to spread negative messages about the company, Shell. The natural resource business explores for and extracts crude oil and natural gas as well as provide a range of other services for industrial consumers. In 2012 an activist generated Arctic Ready website appeared online that looked similar to the Arctic section of Shell's own site. The website enabled users to create their own ads by placing text over supplied photo graphs of the Arctic that featured Shell's slogan 'Let's Go'. Humourous "Let's Go" advertisements such as the examples feature below spread across various social media sites.

While Shell wasn't directly responsible for this media flow, the generation of the consumer based advertisements highlight the potential brand damages that can result in a convergent new media environment that involve the "collective intelligence" of web communities (Levy cited in Jenkins 2004: 35). The careful management of a brand's online presence allows businesses to avoid the "social media oil spill" that impacted Shell (Moses 2012).

In conclusion, digital convergence has enabled advertisers to reach consumers in a variety of new ways. The development of new media through advertising has allowed businesses interact directly consumers. It has also enabled consumers themselves to participate in the spread of a brand whether that be in a positively or negatively. "Convergence refers to a process, not an endpoint" and because of this it will continue to shape the media environment for the foreseeable future (Jenkins 2006: 16). 
References:
Arctic Ready (2012) viewed 30 August 2012, <http://arcticready.com/>

Arctic Ready (2012) Let's Go Image, viewed 30 August 2012, <http://images.smh.com.au/2012/07/19/3467868/art-shell4-620x349.jpg>

Arctic Ready (2012) Let's Go Image, viewed 30 August 2012, <http://arcticready.com/sites/default/files/styles/ad_preview/public/memes/06fd80c07dcf7d2845cd1d5c29706549_0.jpg>


Arctic Ready (2012) Let's Go Image, viewed 30 August 2012, <http://arcticready.com/sites/default/files/styles/ad_preview/public/memes/1dff95abc986493eb5f20c72390188db_0.jpg>

Shell International (2012) viewed 30 August 2012, <http://www.shell.com/home/content/future_energy/meeting_demand/arctic/ >

DollarShaveClub. (2012) DollarShaveClub.com - Our Blades Are F***ing Great, online video, viewed 29 August 2012, <http://www.youtube.com/watch?v=ZUG9qYTJMsI>

DollarShaveClub. (2012) United States, viewed 29 August 2012, <http://australia.dollarshaveclub.com/>

DollarShaveClub. (2012) United States, viewed 29 August 2012, <http://www.facebook.com/DollarShaveClub>

DollarShaveClub. (2012) United States, viewed 29 August 2012, <http://twitter.com/DollarShaveClub>

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

Grand, C.L. & Martin, S. (2012) Aussie shavers see bills going up as stubble comes off, The Australian, 13 April, viewed 30/08/2012, < http://www.theaustralian.com.au/news/nation/aussie-shavers-see-bills-going-up-as-stubble-comes-off/story-e6frg6nf-1226325287991>

Greenpeace International (2012) Canada, viewed 30 August 2012, <http://www.greenpeace.org/international/en/>

Jenkins, H.(2004) "The cultural logic of media convergence". International Journal of cultural studies, Vol. 7, No. 1, pp. 33-43

Jenkins, H. (2006) Convergence Culture. New York University Press, New York, pp. 1-24

Laughey, D. (2009) Media studies: theories and approaches. Kamera Books, Harpenden, pp.135-146

mantic59. (2012) Dollar Shave Club - How F**king Good Is It?, online video, viewed 29 August 2012, <http://www.youtube.com/watch?v=3R9NC7j8dVg>

Moses, A. (2012) Shell social media oil spill a 'coordinated online assassination', The Sydney Morning Herald, 19 July, viewed 30/08/2012, < http://www.smh.com.au/technology/technology-news/shell-social-media-oil-spill-a-coordinated-online-assassination-20120719-22bpe.html>

Sheehan, K.B. & Morrison, D.K.(2009) "Beyond convergence: Confluence culture and the role of the advertising agency in a changing world". First Monday, Vol. 14, No. 3, pp. 1

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

TheYesMen (2012) viewed 30 August 2012, <http://theyesmen.org/>

yowza. (2012) Dollarshaveclub.com Parody by Heroes Actor Greg Grunsberg, online video, viewed 29 August 2012, <http://www.youtube.com/watch?v=bOFhHxQYj1o>