43030424 : Student Number
Digital Convergence
By Michael Felicetti
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| 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)
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| 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.
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’.
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].
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].
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].
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].
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