Six Media Convergence Challenges Organizations Must Consider Hide Slideshow Introduction Read Slideshow Introduction Newer content channels present businesses with the unique challenge of consistently providing the right content to the right people across all channels. Print media in the year 1450 in Europe was new, from then the journey started and every discovery or invention at that present time was new. follows to their scholarly background (be that arts, humanities, social science, or the . Safe to say, exposure is dependent on the level of readership a specific publication receives. Example: There were several examples, which state that there are some, or the other needs of an individual which are fulfilled by consuming media. In 2010, U.S men’s hygiene and grooming brand, Old Spice, made perhaps one of the most memorable viral video campaigns to date. Throughout contemporary society, the rapid development of technology has led to the phenomenon of digital media convergence. This is a process where many different forms of media become one. Advertising a film in a newspaper/ trailer (old) and online (new) via a scavenger hunt The combining of two or more mediums Film industry working with the music industry Video game industry working with the film industry Magazines … ‘Radio quiz programs and its listeners’ Satisfaction of watching a soap opera which need or gratification was obtained? Even more importantly, the viral video campaign cuts large marketing costs for brands as they do not rely on television airtime or specifically targeted Internet space to gain consumer attention. A COVID-19 Prophecy: Did Nostradamus Have a Prediction About This Apocalyptic Year? “Consumer sovereignty” is a significant notion of advertising that has emerged through the occurrence media convergence. Traditional media forms of television have combined with newer forms such as music video and social media via the Internet to expose both the informed, and unaware consumer to a multitude of marketing strategies in a way that has never been dreamed of before, allowing for advertising to shape and sustain the media that we consume. The viral video campaign is a particular strategy within consumer sovereignty where advertisers aim to create usually a humorous and entertaining advertisement, which is then shared via social networks such as Facebook and Twitter. seek out further examples of media convergence in action, perhaps applying what . The convergence of advertising and e-commerce isn’t just happening in display advertising. By continuing we’ll assume you’re on board with our cookie policy, The input space is limited by 250 symbols. Media message cannot influence a person who does not have any use of those messages consumed Katz (1959). We use cookies to give you the best experience possible. Specific Example Platform Media Convergence in Communication News Entertainment Advertisement Commercial Other questions on the subject: Technology and Home Economics. One example of media convergence as we know it today is illustrated through merging of newspaper copy to news apps and websites. Media convergence is the joining, or ''converging,'' of distinct technologies into one. The fact that the term is used to describe this adaptation, merging together and transitioning process, is an indication that the ongoing confrontation of old and new technologies is complex and multilayered” (Dwyer 2010). Media convergence describes the collaboration between, or fusion of, at least two types of media in mutually beneficial projects. Type # 9. AOL-Time Warner, whose merger took place in 2000 and ended in 2009, and Viacom, which split into the CBS Corporation and the current incarnation of Viacom … Per­sonal selling is the means by which customers are reached on a face to face basis. Technology. In particular, this accessibility to share and produce information to such wide audiences has allowed for the rise in power of advertising and new media over modern consumers. As stated by Dwyer, media convergence is the “ process whereby new technologies are accommodated by existing media and communication industries and cultures. Considering these issues addressed in the Smartwater campaign, it is important to note that not every brand can so successfully break through the monotony and typical mold of uninspired advertisements to reach the swaying attention of consumers. Ho Yu, C 2006, ‘Ethical Issue of Product Placement and Manipulation’, In-film Advertising: Brand Positing Strategy, 31st January, pp. your own paper. These sites are used as a sort of ‘launch pad’, relying on the active consumer to share and simultaneously market their brand through their interaction with other consumers. “Consumer sovereignty” is a significant notion of advertising that has emerged through the occurrence media convergence. Instead they rely on the popularity and inevitable interaction of consumers to spread recognition for them. Understanding convergence culture 2012, viewed 30 August 2012, Media convergence. Following its launch quickly attracted millions of viewers and the advertisement took the social media world by storm. Marketers have experimented with simultaneous product placement in broadcast shows and sales on the show's website. The incorporation of these brands into the music video of an international pop superstar increases their desirability to consumers and creates positive associations with the brands. Thus demonstrating further demonstrating how the marketability and global power of the brand is increased. A convergence marketing strategy has the customer in the center, where he or she is targeted through all the communication means he uses with the aid of technology. Digital Convergence The future of new media may resemble a process of digital convergence. Retrieved from https://graduateway.com/media-convergence-2/, This is just a sample. The sharing and interaction with the brand and video brought Old Spice immediate success, as consumers world-wide could now make instant recognition of the brand, bringing along associations and entertainment and humor with it to create a strong and positive advertiser and consumer relationship. For example, movies may begin to resemble video games. „coming together of different equipment and tools for producing and distributing news‟ (Grant and Wilkinson, 2009) The combination of new media and old media within a single piece of media work – the coming together of different media products/technology. (Herzog1940, 1944 … Unlike other forms of media such as newspapers or radio, television has managed to weather the industry threats of recent years quite well. However, in certain cases, convergence and collaboration among these competitors are beneficial for both. This can be achieved practically through the use of tools like SEO, Ad Viewability, and good content management. Video games may become integrated into real life. Also, the digital distribution of music is an example of media convergence by the adoption of a modular network, as traditional media content is delivered to end-users through a value chain composed of interdependent activities: for example, musician, label, digital music provider, internet provider (see Rogers & Sparviero, 2011). Thanks to Media COnvergence, We don't have to spend a fortune buying bunch of newspaper for job searching. Technology and Home Economics, 28.10.2019, taekookislifeu. Some examples of media convergence include Encyclopedia Britannica's online subscription service, the Wall Street Journal's overlap with Fox Business News and the Washington Post's partnership with NBC. All you need to do is fill out a short form and submit an order. Morrison, D & Sheehan, K 2009 ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world’ in First Monday, vol. With the development of technology in different platforms and operations such as television, Internet and mobile communication, audiences have had both a bigger choice of media and a life which media technologies has made easier. This process is constantly evolving and progressing, spreading across multiple media platforms allowing for effortless communication and interaction across the globe. There is an increasing number of ways for consumers to share and distribute information, creating effortless communication in the modern world. Sorry, but copying text is forbidden on this website. Easy. Furthermore, in her discussion of brand engagement, Morrison states “Allowing consumers to interact with content allows new levels of creativity and engagement as people create their own stories where brands play a role: either as a facilitator or an actual character” (Morrison 2009). In some cases, mul… Which one of the following statements about media convergence is not true? Early radio stations partnered with newspapers in order to read news on the air, for instance, and MTV merged radio and television to a certain extent. B) The use of tablets to access different forms of traditional media, like books and movies . CEO Compensation and America's Growing Economic Divide. Some examples of media convergence include Encyclopedia Britannica's online subscription service, the Wall Street Journal's overlap with Fox Business News and the Washington Post's partnership with NBC. 8 Simple Ways You Can Make Your Workplace More LGBTQ+ Inclusive, Fact Check: “JFK Jr. Is Still Alive" and Other Unfounded Conspiracy Theories About the Late President’s Son. Convergence Media History explores the ways that digital convergence has radically changed the field of media history. Product placement is referred to as “an advertising technique, in which a brand name product is inserted into a scene of a television show or movie.” (Ho Yu 2006). Newspapers and magazines’ print versions have seen major declines in readership and circulation since the mass adoption of the Internet (and the expectation of many web readers that content be free). As technology increases in ubiquity, media convergence also increases. The U.S. Supreme Court: Who Are the Nine Justices on the Bench Today? Which one of the following is an example of media convergence? The Internet and social media platforms allow journalists to release news in real time – a feat that a hard copy of a newspaper is unable to offer – as well as issue the same non-time sensitive material that they may release in the actual paper. In a world of consumer sovereignty, the consumer is king and their technological communication across a global level is the driving force behind a product’s success. Media convergence describes the collaboration between, or fusion of, at least two types of media in mutually beneficial projects. -- Created using PowToon -- Free sign up at http://www.powtoon.com/youtube/ -- Create animated videos and animated presentations for free. The Whitehouse currently communicates to global consumers via eight different platforms over the Internet alone – their official website, Facebook, Twitter, Google+, YouTube, Flickr, Vimeo and iTunes. Media convergence is a theory in communications where every mass medium eventually merges to the point where they become one medium due to the advent of new communication technologies. This notion recognizes that the “buyer” or consumer determines what is sold in the marketplace, which is commonly through interaction via the Internet. Although, these viral video campaigns can serve as an excellent marketing technique for companies, it is also a difficult strategy to successfully adopt. CROSS MEDIA CONVERGENCE The combining of old and new media Film which you can see at the cinema (old) or download via Netflix, Amazon, etc (new). However, one question needed to be asked whether… In case you can’t find a sample example, our professional writers are ready to help you with writing Provide an example of media convergence and explain the media elements that are being combined. Media convergence happens when forms of communication … Dwyer, T 2010, Media Convergence, McGraw Hill, Berkshire, pp. Media Convergence Question on Quora – What is It? 3, viewed 29 August 2012. Today, there are many such technology examples like Blogs, social media, news sites, video sites, forums and others wherein like-minded people can be targeted.. The company used YouTube to launch a very humorous and dynamic thirty-second advertisement for their body wash starring former NFL player Isaiah Mustafa. Because as we go forward in time, social media will continue to … 1 Answers. Media convergence have become a vital element of life for many people. It takes completely separate ideas and smashes them together, so that we're left with one big idea. Such advertising is called “Specially Advertising”. Through this example we can draw similarities to understand that this revolution in opportunity, has allowed for dynamic, entertaining and less obtrusive ways for advertisers to reach 2-14, viewed 9 June 2012. As evident in the above video, Lady Gaga’s music video has merged with advertising to successfully market multiple brands such as Virgin Mobile, Plentyoffish.com and Ray-Ban, without drawing obvious attention to the products like a direct television advertisement would. One major example of media convergence has involved the newspaper and magazine industry, and to some extent book publishing. "You must agree to out terms of services and privacy policy", Don't use plagiarized sources. B) Convergence took off at the same time as the rise of the personal computer industry in the 1970s. Publishing your ads in trusted or credible publications can improve performance, especially if your ads appear in online editions as well. This notion recognizes that the “buyer” or consumer determines what is sold in the marketplace, which is commonly through interaction via the Internet. To be effec­tive, sales persons must have good knowledge of the products they sell … While this business model is still shaking out, some news organizations … Print newspapers and magazines depend more on their Internet presence for income and audience reach, while websites produce content for television, radio and print pages to reach different populations. Some examples of spe­cially advertising are; Hand bags, Pens, Ashtrays, Bottle caps, Key rings, Phone book covers, T- shirts, calendars, Bill folds etc. Between 2007 and 2012 UK revenues as a … For example, the development of interactive television is enabling viewers to respond to advertisements (e.g., click) on their screen in much the same way as can be done when seeing ads on a website. of media. Within this discussion of media convergence I will specifically explore the growth of “consumer sovereignty” and the role of branded content as a prominent factor towards the success and dominance of the modern advertising world upon consumers. Jenkins, H 2006, Convergence Culture, New York, New York University Press, pp 1-24. For example, on reality television shows, such as "Dancing with the Stars" or "American Idol," producers use the Internet to drive voting and audience interest, posting clips of performances or extras online in order to promote upcoming episodes. 14 no. In the future, both departments may start working toward complete convergence. our expert writers, Hi, my name is Jenn Social media sites like YouTube and Facebook emerging through media convergence further facilitate the spread of branded content and brand recognition, as these music videos can easily be shared via various social networking sites, demonstrating the effectiveness and high exposure of consumers to product placement. Advertisers creating a viral video campaign for Smartwater starring Jennifer Aniston particularly recognized this notion, where particular marketing techniques such as cute animals and dancing babies were addressed and used in their ad, aiming to create the ultimate viral video campaign, which can be seen here. A sample Prezi to illustrate the needed components for the 227 project. Get Your Custom Essay on, By clicking “Write my paper”, you agree to our, Digital Media Convergence and Music Video Online, Discuss the importance of media convergence in the new media age, https://graduateway.com/media-convergence-2/, Get your custom Personal Selling: Personal selling is an important part of marketing strategy. Explain how the combination of media elements in your example may be useful and to whom. Convergence is the process where several media channels come together to exist and operate in synergy. Writing media history is no longer a matter of charting the historical development of an individual medium such as film or televi sion. Media convergence would have impacted not only the magazine company but also the stakeholders of the magazine industry (Wilson, 2010). The last couple years have seen numerous experiments with buy buttons in … Anything that is „new‟ always draws attention as if its a time lapse of the present and past or what the future might withhold. If you need this or any other sample, we can send it to you via email. Thus the introduction of product placement has also proven as a successful strategy to indirectly market their products, whilst counteracting the avoidance issue, as consumers can now view television online to skip past the influx of advertising in modern television. Although exposure time is short, advertisements in printed media can reach an audience that is already engaged. The convergence of television with other technologies opens many potential opportunities for marketers to target customers in ways not available with traditional television advertising. Meg Hayes answered . The different types of media, including print, radio, television and Internet, are in direct competition for advertiser market share. Another example of convergence in media consumption is the way in which consumers actively hunt for information. With the advent of the Internet, however, possibilities for media convergence have exploded. Thus it is evident that through the process of technological media convergence and the interaction of consumers within social media that advertisers are now able to market products to consumers more successfully than ever before, giving them an ultimate position of power within the realm Media convergence is something that plays an extremely important role in the progression of mass communication. NOAA Hurricane Forecast Maps Are Often Misinterpreted — Here's How to Read Them. It usually involves a process that decouples content … the modern consumer. Media convergence is a challenge which will be faced by anyone in the media industry as it is an ever changing landscape due to fast developing technology, which makes it very difficult to keep up with (Jenkins, 2004). Media Convergence 1. A convergence is basically seen in every person’s cell phone; glance down at your palm, and there sits a device that can click a photograph, edit and modify the same, and also send it in a mail. Some people like to define convergence simply by stating it to be a merger of mass media and communication outlets. The Media Convergence research theme normally refers to entire production, distribution, and use process of future digital media services from contents production to service delivery through … A notable example of this accessibility and opportunity for communication is evident through the social networking of the U.S government. In recent years, the emergence of the social network across Internet and mobile devices has become a prominent and highly accessible source of communication between consumers. You can get your custom paper from New media is a way to map something for example air currents or air routes which are in a state of flux (unreal). Total quality management (TQM) has achieved notable success as a philosophy of … It usually involves a process that decouples content from media, allowing the same story or entertainment to exist in multiple forms. In order to draw relationship between media convergence and advertising, it is important to have a strong understanding of the concept of media convergence. 1-23. (2017, Jan 26). The best example will be online advertising, where each website … Essay, Use multiple resourses when assembling your essay, Get help form professional writers when not sure you can do it yourself, Use Plagiarism Checker to double check your essay, Do not copy and paste free to download essays. Media convergence is not a new concept. Supreme Court: who are the Nine Justices on the popularity and inevitable interaction of consumers share! Appear in online editions as well magazine company but also the stakeholders of the personal computer in! Media and communication outlets the phenomenon of digital media convergence exposure is dependent on the of! Prediction about this Apocalyptic Year and inevitable interaction of consumers to share and distribute information creating. 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