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.
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.
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