Question:
Discuss the phenomenon of digital media convergence in relation to one of the following: Advertising & New Media
“Each medium in the historical sequence of newspapers, magazines, radio and television found its purpose as a purer and more perfected advertising vehicle." (Leiss, Kline, & Jhaly, 1990)
Introduction
“Today, advertising is so intertwined in the nation’s daily business that consumers may not realize how constantly they are bombarded with product pitches. The average American is exposed to 500-1000 advertisements daily… Ads – are everywhere from cell phones to gas pumps, billboards, television, newspapers, magazines and mobile screens” (Kirchhoff 2011, p4). This paper reviews the phenomenon of digital media convergence in relation to advertising and new media from multiple scholarly perspectives. With the dominance of advertising and new media in society today, this topic is relevant to multiple communicative and cultural industries. This paper, will explore arguments relating to media convergence with specific focus on advertising and new media and changes to media platforms with the emergence of the digital era.
Paragraph One
The process of media convergence has raised the question of whether the advertising market benefits from the confrontation of ‘old’ and ‘new’ medias. Tim Dwyer (2010, p2) understands media convergence as: “the process whereby new technologies are accommodated by existing media and communication industries and cultures.” Therefore, has the phenomenon of media convergence intensified sufficiently, allowing “more news to be published on more media platforms..?” (Dwyer, T. 2012 p2). In conjunction, Gupta & De (2007) argue that culture has a massive influence on the way that an individual sees the world and interprets messages, thus stressing the connected ties in the field of advertising. While some scholars such as Levitt (1983) believe that the interconnectedness of the media world today means that it should be treated as a single market, either enforcing one form of technology more (‘old’ or ‘new’), others such as Bell (2001) feel that media owners are striving to expand and reach out to numerous media platforms. New technologies, such as search and behavioural advertising, have allowed a more tailored approach to the online advertising market. Web activities are tracked online, and compatibility to particular advertisements are calculated in order for appropriate content to present on social media websites, search engines, and sites such as YouTube.
Similarly, Google also has a coding program embedded in the search engine that tailors advertisements to individuals browsing history. The search engine giant highlights that: “we may also use recent searches for related topics and ads that you’ve clicked to decide which ads to show” (Google, 2012). The developments of media convergence evident with Google, stresses Dwyer’s (2010, p.4) perspective that consumers will be able to access selected individual ads as technology gives giant Google the: ‘ability to obtain multiple services on a single platform’ (Dwyer, T 2010 p4). Therefore, supplying a media convergence consumer experience through compact devices which today; divulge news, help voice public opinions, while processing advertisements on the basis of each consumers search history.
Paragraph Two
With the digital age upon us, the popularity of advertising through websites, mobile phones, e-readers and gaming networks is rapidly progressing and becoming dominant (Kirchhoff 2011).
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| Image of media convergence that occurs within a mobile phone. |
The rise of the digital age with particular focus on media convergence is not to say that traditional media forms have become irrelevant, but there has been a significant shift in their prominence within advertising with most experiencing a decline in revenue. “Newspapers, magazines, radio and television outlets that depend on advertising for most, or in some cases nearly all, of their revenues have fired workers and scaled back operations in response to the advertising declines” (Kirchhoff, 2011, p3). As the image above demonstrated: the collaboration of media’s that is now integral to ‘smart phones’ is what Kirchhoff (2011) understands as a development foundation for the future potential for the digital platform of advertising. He recognises the significance of traditional media, saying that even if online marketing doubles by 2014 as projected, traditional media will maintain the “lion’s share” of the market. Importantly, the technological advances have allows media convergence to adopt live television streaming ‘on the go’ within mobile phones. Therefore, because television has the ability to reach such a wide audience on a global scale, it will most likely continue to be the leading advertising choice. ‘Air TV Colour’ the current application that for only $9.99 you can watch TV programs you see at home on-the-go is an example of media, television and advertising convergence.
Thus, the convergence of telecommunication devices with television allows a traditional media advertising outlet to transport ads ‘on the go’ mobile technology. Advertising is challenged to keep up with consumer trends in order to reach their target market in the most effective way. Currently, the emerging media platforms include mobile phones, social networks, gaming, video, and website marketing (Kirchhoff 2011). Rowan & Sinclair (2009) emphasise the dependency individuals have on their mobile phones, and the dominant presence phones hold within our daily lives. Particularly the increasing popularity of smartphones has dramatically increased the frequency and future potential for mobile advertising (Wilken, R. & Sinclair, J. 2009.) The creation of iPhone-type applications has provided an opportunity for entrepreneurs and existing companies to develop advertising and promotional strategies that directly reach their publics. Any negative elements are outweighed by the benefits of engaging in ongoing digital consumer activity, as companies have the opportunity to captivate their target audience through the use of social networking, mobile applications and utilising connections with influential bloggers.
Conclusion
In conclusion, it can be seen that media convergence, advertising and new digital medias are part of a widespread sensation. Convergence has changed the structure of advertising agencies, as they now create individualised consumer advertising which is delivered straight to their mobile device. This in turn, has created a shift in the way advertising is approached, creating an increase in standardisation so that a single message can reach mass audiences, rather than being specifically tailored to a national market. Finally, it is evident that media convergence and the development of new technologies are intrinsically linked. This has had immediate effect on the advertising industry, as it shifts the channels of communication desired by audiences.
Reference List
Reading from the MAS110 Unit Reader
DWYER, T. 2010, ‘Media Convergence’, McGraw Hill. Berkshire, pp. 1-23.
Reading from the recommended reading list (available on iLearn)
WILKEN, R. & SINCLAIR, J. 2009. 'Waiting for the Kiss of Life': Mobile Media and Advertising. Convergence, 15, 427-442.
Academic readings you have found through your own research
- APPLE INC, 2012, App Store, Air TV Colour, copyright 2012 viewed 25 August 2012, <http://itunes.apple.com/us/app/air-tv-color/id306689693?mt=8>.
CARDOZA, A. 2009, ‘Mobile and the continuous consumer experience’, Our mobile revolution, viewed 26 August 2012, <http://www.ourmobilerevolution.com/?author=2>.
FOWLES, J. 1996. Advertising and Popular Culture, California, Sage Publications.
GOOGLE, 2012. ‘Google: policies and principles - advertising’, copyright 2012, viewed 24 August 2012, < http://www.google.com/policies/privacy/ads>.
GUPTA, A. & DE, S. 2007. Changing Trends of Cultural Values in Advertising: An Exploratory Study. Psychology Developing Societies, 19, 113-123.
KIRCHHOFF, S. M. 2011. Advertising Industry in the Digital Age. In: POULSEN, W. L. (ed.) Advertising developments and issues in the digital age. New York: Nova Science Publishers Inc.
SBXMEDIAINC. 2010, ‘Remarketing: the new behavioural ads - SMXeast New York’, 4 October, viewed 25 August 2012, <http://www.youtube.com/watch?v=mPZ5fhUUdJI>.
SINCLAIR, J. 2006. Globalisation Trends in Australia's Advertising Industry. Media International Australia, Incorporating Culture and Policy, 119, 112-123.
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