This essay will begin by discussing the phenomenon
of digital media convergence and its effect on new media and advertising in
modern society. Furthermore, the discussion of
traditional advertising and its
recent transformation due to digital media convergence will assist in
substantiating the true impact on new media in the advertising industry.
Secondly, web 2.0, social media, branded content and user generated content
will be drawn upon to analyze their role in digital media convergence. Finally,
contemporary real world media examples will be used throughout the essay to establish
the phenomenon of digital media convergence in relation to new media and advertising.
Firstly, it is important to understand the
fundamental concept of ‘digital media convergence’ and its influence on
advertising in modern society. Jenkins
refers to 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” (Jenkins, 2006, p.18). This prevalence of digital media convergence
in society is perhaps most notable in the way traditional forms of advertising
have accompanied new media, and in particular, the internet.
Consumers of digital media, form part of a participatory culture which provides them with numerous opportunities to create, interact with, and distribute various ideas and works (Jenkins, 2006). Additionally, the present generation of consumers have access to networked media, or ‘Metamedia’. Consumers can interact with metamedia outside of its medium, and converge with other consumers instantaneously, without any geographical limitations (Banister , 2004).
Coincidently though; digital media convergence has presented a prominent challenge to marketers, as consumers are becoming increasingly less brand loyal and choose to base their purchasing decisions on recommendations from their friends and family (Sheehan & Morrison, 2009).
Consumers of digital media, form part of a participatory culture which provides them with numerous opportunities to create, interact with, and distribute various ideas and works (Jenkins, 2006). Additionally, the present generation of consumers have access to networked media, or ‘Metamedia’. Consumers can interact with metamedia outside of its medium, and converge with other consumers instantaneously, without any geographical limitations (Banister , 2004).
Coincidently though; digital media convergence has presented a prominent challenge to marketers, as consumers are becoming increasingly less brand loyal and choose to base their purchasing decisions on recommendations from their friends and family (Sheehan & Morrison, 2009).
Traditional advertising agencies have encountered
significant problems when electing to advertise a company’s brand online. This
is mainly due to the implementation of traditional advertising methods; such as
mass media messages, which fails to recognize the importance of advertisers engaging
with consumers individually (Sheehan & Morrison, 2009). Consequently
however, advertisers have now capitalized on the emergence of viral marketing,
social networking and user generated content.
The Australian Beer company, Fosters, produced a
commercial promoting their Carlton Draught Beer. The ‘Big Ad’ commercial was
first distributed as email attachments, which were sent to all Fosters group employees
on July 21, 2005. After 24 hours of the Fosters employees first receiving the
email, the advertisement was viewed more than 160,000 times. Coincidently, the commercial was then published
on Youtube where it then received more than 3.5 million views (Garcia, 2008).
The popularity of this commercial demonstrates the
influence and awareness that is prevalent throughout social media. The
commercial also showcases the effectiveness of viral marketing, and in
combination with social media, assists in driving awareness, as well as creating a response
from consumers in the online realm (Chaffey,
2003). Social media has also had a significant impact towards the design
and manufacturing of convergence technology, such as smart phones, tablets and
many other portable media devices. Many
forms of these media devices “talk to each other wirelessly” (Dwyer, 2010, p.7),
and as a result, are seen as having a fundamental role in a company’s overall profitability and success
(Dwyer, 2010).
Digital media convergence can also be seen as having
an adverse effect on a company’s advertising campaigns and core brand. The
increased popularity of User Generated Content and convergence of web 2.0 websites have
resulted in a new type of consumer, called the ‘prosumer’. The present day prosumer has access to various
social network tools in addition to media editing software such as Photoshop,
iMovie etc, to “rip, mix and burn” (Collins, 2010, p.38), as well as re-appropriating
existing media and then deploy that media across various online channels. Online properties such as Youtube, Twitter,
and Tumblr are immersed in prosumer created content which often challenges the ‘Fair
Use’ doctrine of individuals using copyrighted works. The Shell online advertising campaign; ‘Let’s
Go’, is perhaps the most prominent example of prosumers re-appropriating content as well as their ability to
successfully harness social media websites to interact with and share
the transformed prosumer content (Collins, 2010).
The concept of branded content has long been pursued
by advertisers as a way to incorporate a company’s products into various forms
of produced media and advertisements (Spurgeon, 2008). This form of ‘branded
content’ enables advertisers to target consumers in both mass media and niche
markets, and is evident in the 007 movie, Casino Royale. Throughout the film,
there are constant depictions of various related products that permit companies
to effectively target their products to the mass market, perhaps at the expense
of the films integrity and creativity. Ultimately, advertising agencies view branded content as a key opportunity to indirectly market to consumers and further increase their brands’ awareness.
This essay has discussed the phenomenon of digital
media convergence and its impact on new media and advertising. The conception of user generated content,
social media websites, web 2.0 and viral marketing as forms of new media, have drastically
transformed the way advertising interrelates with digital media convergence. Furthermore, the importance of new media and
digital media convergence is most prominent in how prosumers have had a societal
impact in the advertisement industry. Advertisers, as well as consumers, will
continue to coexist in a culture that has become increasingly immersed and
dependant on digital media as a primary way to interact, as well as converse
with the wider society.
References
BANISTER, Jim (2004). Word of mouse : the new age
of networked media. 1st ed., Chicago, Agate.
Casino Royale Product Placement (2008). [video online] Available at:
CHAFFEY, Dave (2003).
Internet marketing : strategy, implementation, and practice. 2nd ed.,
Harlow, Pearson Education.
COLLINS, Steve
(2010). Digital fair: Prosumption and the fair use defence. Journal of
Consumer Culture, 10 (1), 37-55.
Dwyer, T. (2010) Media Convergence, Berkshire, McGraw
Hill 1-23
GARCIA, Jane (2008).
News Analysis: Word of Mouse. Government News, 28 (4), 14-15.
Jenkins, H. (2006). Convergence Culture: Where old and new media
collide. NY University Press, 1-25
Sheehan, K, Morrison, D 2009, 'Beyond Convergence; Confluence culture and the role of the advertising agency in a changing world', First Monday, 14, 3
Sheehan, K, Morrison, D 2009, 'Beyond Convergence; Confluence culture and the role of the advertising agency in a changing world', First Monday, 14, 3
Spurgeon, C. (2008) Advertising and New Media, Oxon Routledge, pp 24-45
the big beer ad (2009). [video online] Available at: http://www.youtube.com/watch?v=eH3GH7Pn_eA
[Accessed:
29th August 2012].
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