CEO Compensation and America's Growing Economic Divide. Some people like to define convergence simply by stating it to be a merger of mass media and communication outlets. 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 our expert writers, Hi, my name is Jenn 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). Example: There were several examples, which state that there are some, or the other needs of an individual which are fulfilled by consuming media. seek out further examples of media convergence in action, perhaps applying what . 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. Media convergence would have impacted not only the magazine company but also the stakeholders of the magazine industry (Wilson, 2010). Media convergence have become a vital element of life for many people. Media convergence is something that plays an extremely important role in the progression of mass communication. This is a process where many different forms of media become one. Convergence Media History explores the ways that digital convergence has radically changed the field of media history. 1-23. Technology. 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. Personal Selling: Personal selling is an important part of marketing strategy. Dwyer, T 2010, Media Convergence, McGraw Hill, Berkshire, pp. 14 no. As technology increases in ubiquity, media convergence also increases. Writing media history is no longer a matter of charting the historical development of an individual medium such as film or televi sion. Thus demonstrating further demonstrating how the marketability and global power of the brand is increased. The best example will be online advertising, where each website … 2-14, viewed 9 June 2012. 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. For example, movies may begin to resemble video games. 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. 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. -- Created using PowToon -- Free sign up at http://www.powtoon.com/youtube/ -- Create animated videos and animated presentations for free. (Herzog1940, 1944 … B) The use of tablets to access different forms of traditional media, like books and movies . 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. 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. 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. “Consumer sovereignty” is a significant notion of advertising that has emerged through the occurrence media convergence. Which one of the following is an example of media convergence? 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. Throughout contemporary society, the rapid development of technology has led to the phenomenon of digital media convergence. 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. 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.. 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). Some examples of spe­cially advertising are; Hand bags, Pens, Ashtrays, Bottle caps, Key rings, Phone book covers, T- shirts, calendars, Bill folds etc. Thanks to Media COnvergence, We don't have to spend a fortune buying bunch of newspaper for job searching. 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). 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). 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). B) Convergence took off at the same time as the rise of the personal computer industry in the 1970s. A notable example of this accessibility and opportunity for communication is evident through the social networking of the U.S government. This notion recognizes that the “buyer” or consumer determines what is sold in the marketplace, which is commonly through interaction via the Internet. Media Convergence 1. „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. Meg Hayes answered . 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 … 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). Ho Yu, C 2006, ‘Ethical Issue of Product Placement and Manipulation’, In-film Advertising: Brand Positing Strategy, 31st January, pp. Specific Example Platform Media Convergence in Communication News Entertainment Advertisement Commercial Other questions on the subject: Technology and Home Economics. 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. Technology and Home Economics, 28.10.2019, taekookislifeu. NOAA Hurricane Forecast Maps Are Often Misinterpreted — Here's How to Read Them. 3, viewed 29 August 2012. By continuing we’ll assume you’re on board with our cookie policy, The input space is limited by 250 symbols. Jenkins, H 2006, Convergence Culture, New York, New York University Press, pp 1-24. The last couple years have seen numerous experiments with buy buttons in … Morrison, D & Sheehan, K 2009 ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world’ in First Monday, vol. It usually involves a process that decouples content from media, allowing the same story or entertainment to exist in multiple forms. In the future, both departments may start working toward complete convergence. This process is constantly evolving and progressing, spreading across multiple media platforms allowing for effortless communication and interaction across the globe. (2017, Jan 26). In case you can’t find a sample example, our professional writers are ready to help you with writing Which one of the following statements about media convergence is not true? While this business model is still shaking out, some news organizations … The U.S. Supreme Court: Who Are the Nine Justices on the Bench Today? Convergence is the process where several media channels come together to exist and operate in synergy. One major example of media convergence has involved the newspaper and magazine industry, and to some extent book publishing. It takes completely separate ideas and smashes them together, so that we're left with one big idea. Media convergence is the joining, or ''converging,'' of distinct technologies into one. 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. 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. 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. Such advertising is called “Specially Advertising”. 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. Understanding convergence culture 2012, viewed 30 August 2012, Media convergence. the modern consumer. This notion recognizes that the “buyer” or consumer determines what is sold in the marketplace, which is commonly through interaction via the Internet. However, one question needed to be asked whether… 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. Marketers have experimented with simultaneous product placement in broadcast shows and sales on the show's website. 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. Video games may become integrated into real life. Retrieved from https://graduateway.com/media-convergence-2/, This is just a sample. of media. However, in certain cases, convergence and collaboration among these competitors are beneficial for both. Media convergence describes the collaboration between, or fusion of, at least two types of media in mutually beneficial projects. 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. The company used YouTube to launch a very humorous and dynamic thirty-second advertisement for their body wash starring former NFL player Isaiah Mustafa. Type # 9. 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 … 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. If you need this or any other sample, we can send it to you via email. We use cookies to give you the best experience possible. Anything that is „new‟ always draws attention as if its a time lapse of the present and past or what the future might withhold. Between 2007 and 2012 UK revenues as a … Sorry, but copying text is forbidden on this website. Provide an example of media convergence and explain the media elements that are being combined. follows to their scholarly background (be that arts, humanities, social science, or the . Because as we go forward in time, social media will continue to … The different types of media, including print, radio, television and Internet, are in direct competition for advertiser market share. All you need to do is fill out a short form and submit an order. Digital Convergence The future of new media may resemble a process of digital convergence. 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. This can be achieved practically through the use of tools like SEO, Ad Viewability, and good content management. 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. 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). 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. Another example of convergence in media consumption is the way in which consumers actively hunt for information. In 2010, U.S men’s hygiene and grooming brand, Old Spice, made perhaps one of the most memorable viral video campaigns to date. Media convergence is not a new concept. Following its launch quickly attracted millions of viewers and the advertisement took the social media world by storm. 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 In order to draw relationship between media convergence and advertising, it is important to have a strong understanding of the concept of media convergence. The convergence of television with other technologies opens many potential opportunities for marketers to target customers in ways not available with traditional television advertising. One example of media convergence as we know it today is illustrated through merging of newspaper copy to news apps and websites. Media message cannot influence a person who does not have any use of those messages consumed Katz (1959). It usually involves a process that decouples content … ‘Radio quiz programs and its listeners’ Satisfaction of watching a soap opera which need or gratification was obtained? 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. 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. There is an increasing number of ways for consumers to share and distribute information, creating effortless communication in the modern world. In some cases, mul… Total quality management (TQM) has achieved notable success as a philosophy of … Safe to say, exposure is dependent on the level of readership a specific publication receives. Per­sonal selling is the means by which customers are reached on a face to face basis. 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. You can get your custom paper from Easy. Publishing your ads in trusted or credible publications can improve performance, especially if your ads appear in online editions as well. Although, these viral video campaigns can serve as an excellent marketing technique for companies, it is also a difficult strategy to successfully adopt. 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. Media Convergence Question on Quora – What is It? 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. 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