'Digital Media Convergence in Relation to Advertising and New Media'
“Media
convergence is the process whereby new technologies are accommodated by
existing media and communication industries and cultures” (Dwyer 2012, p.2).
In a modern day context the idea of digital media
convergence is extremely prevalent throughout the world. The concept of media
convergence is the key to understanding how the media landscape has formed the
way it is in the present and where it could possibly be heading in the future.
This widespread phenomenon can undertake a versatile range of ideas and definitions
due to its conceptual nature. Jenkins
(2006, p.2), for example, defines digital media convergence as:
“The
flow of content across multiple media platforms, the cooperation between
multiple media industries, and the migratory behaviour of media audiences who
will go almost anywhere in search of kinds of entertainment experiences they
want.”
Digital media convergence has been shaped through the
production of new technologies. Advances in digital technology, such as phones
and computers, have seen devices that were previously single-purpose developing
to cater for a range of different functions. Smart phones, most commonly the iPhone,
now allow the user to connect to the internet, network with an extended social
circle, stream live television, play music, watch movies and more on a single
device. This versatility in function has caused the popularity of these
technologies to fluctuate immensely in recent years.
In advertising and new media, digital media convergence has
seen the emergence of a new approach in the way producers reach out to
consumers. Advertising started off as merely wall posters but has now, as a
result of newly emerging technologies, come to be produced in a number of
different media forms. Some of the main sectors in which advertising has
branched into are social media and the internet, music video, and film.
Social media has become a widely used form of advertisement
for many producers. Advertisement companies are utilising the internet and
social media sites to rapidly spread their campaigns through the process of
networking amongst consumers, causing them to go ‘viral’. Sheehan and Morrison
(2009, p.1) describes the current demographic of the contemporary consumer:
“Consumers
are less brand–loyal than ever before and pay more attention to the
recommendations of friends and family than they do to marketing messages; thus,
traditional advertising is failing in its purpose”
In response to this modern-day occurrence, many advertisements
are now first being released online to social media sites such as Facebook
and YouTube.
From here the role of the consumer is to share the advertisement with their
social groups, causing the ‘viral’ effect. Through campaigning in such a
manner, companies are able to broadcast their product to millions of people in
a matter of days. One such company that
has thrived through this is Dove through their ‘Dove Evolution’ advertisement
shown below.
The ‘Dove Evolution’ advertisement was created in 2006 as a
response to the beauty industries constant misrepresentation of beauty in women.
Dove aimed to connect with their audience by addressing the issue of real
beauty in a somewhat confronting manner (Duncan, 2006). This advertisement was
first shown online and soon became ‘viral’ getting over fifteen million views
though consumers sharing it with their social network. It is through the
convergence with the traditional media of advertising, and the newly emerged
technology of social media and the World Wide Web that companies are able to cater
to a broader audience. It is this collaboration between medias that enables
companies to connect to the desires of consumers. These advertisements that are
broadcasted online are able then able to be accessed through any device with
internet connection availability. This means individuals have the ability to
access them whenever they wish though the technology of laptops and smart
phones. It is this constant demand for entertainment from consumers and the
constant supply of advertisements from companies that has seen social media
become a successful platform for releasing advertising campaigns.
Another of the latest media evolutions that is currently thriving
is the idea of advertisements in music videos. This involves the presentation
of a certain brands product or logo in the music video of a successful
recording artist, known as product placement. Advertising companies use this
opportunity to appeal to specific target groups. In an article that explains
the relationship between product placement and music video, Plambeck (2010) states that the two most
conspicuous trends contributing to the increase amount of product placement are
the emergence of online music video and the attempt to make the music videos a
source of revenue and not just a marketing tool for selling CDs.
Lady GaGa is one such artist that has become well-known for
overtly advertising products in her music videos. This is most prominent in the
music video for her song ‘Telephone’ (shown below) in which she displays as
many as nine brands in a ten minute clip, including Virgin Mobile, PlentyOfFish,
and Polaroid.
It is through this obvious product placement that these brands are able to
extend their viewing network. Not only are these music videos viewed online,
but they can also be seen on television though music video TV shows such as MTV.
These videos also can potentially be viewed through digital devices to be seen
at any time and shared throughout social networks.
Lady GaGa's music video for 'Telephone'
Through the examination
of advertising and new media it is easy to recognise the influence that digital
media convergence is having on the modern world. Through new emerging
technologies that provide a greater range of media forms than ever previously
seen, a more extensive number of individuals are able to access media more
readily. As a result of this increasing availability to media forms,
advertising companies have adapted to find more ways to broadcast their
products to consumers. Social media and the internet is a useful device for
advertisers to allow their products to be shared by networkers who are
potential buyers of their products. Additionally, product placement in music
videos and films help to aim their advertising to specific target audiences. It
can therefore be concluded that it is through digital media convergence that
advertisers are able to effectively reach their audience in order to
successfully fulfil the ever increasing demand for new advertisement material
that is needed to connect with potential consumers.
REFERENCES
Jenkins, H 2006, ‘Convergence culture: Where old
and new media collide’ New York University Press, viewed 28 August 2012,
EBSCOhost.
Dwyer, T 2010, Media Convergence, McGraw
Hill, Berkshire.
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. viewed 28 August 2012, EBSCOhost.
Plambeck, J 2012, ‘Product Placement Grows in Music Videos’, The New York Times, 5 July, viewed 29
August 2012, http://www.nytimes.com/2010/07/06/business/media/06adco.html.
Duncan 2006, The Inspiration Room, weblog, viewed 28
August
2012, http://theinspirationroom.com/daily/2006/dove-evolution/
James
Bond Smirnoff, 2012, Quantum of Solace
black shaker (left) and the less rare metal shaker pack, Sminoff Bond Lifesyle, viewed 30 August 2012, http://www.jamesbondlifestyle.com/product/smirnoff-vodka
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