MAS110 Sem 1 2012 - Lab 4

DIGITAL MEDIA CONVERGENCE

Music Video Online

The phenomenon of digital media convergence is a relatively new concept but extremely viral and influential. It can simply be defined as “the process whereby new technologies are accommodated by existing media and communication industries and cultures” (Jenkins: 2006, pg. 2).  Convergence can occur technologically, culturally and socially. Unlike traditional analogue media, digital media is not bound by materiality. It can be converted into many different mediums, it can be easily transmitted and distributed globally and can also be cheaply and easily altered to allow home users to produce and distribute their own content and works. A fine example of all these aspects of digital media is YouTube.com, more specifically, the music video online industry.

Technological convergence
in digital media refers to the coming together of formerly separate technologies in one place, platform, or device. A fine example of this is Apple’s iPhone, which acts as many purposes such as a music player, camera, GPS, movie player and a phone. The below video is an example of recent television adverts advertising the Apple iPhone and providing great emphasis on it’s many functions.

Due to technological convergence, there is a great shift in the importance of older media forms. These older media forms, such as the film industry, are not technically dying off, however they are being incorporated into newer forms. “Old media are not being displace. Rather, their functions and status are being shifted by the introduction of new technologies” (Jenkins, 2006: 14)


Technological convergence has had a great affect in the music video online market. After the 1980s when music video was a popular scene, opportunities were given to more artists that could contribute greatly to the music scene in a more visual sense. For example, through music video Madonna influenced a changed idea of women. She produced music videos that transcended what women should look like. In the music video for her 1989 single “Express Yourself” she portrayed herself as a sexual woman but also one who was in control of these men dancing in an objectifying way. Madonna took advantage of the convergence between music and video and created an audio product that gained attention visually.

Cultural convergence 
refers to the breaking down, or blurring of the lines between different cultural groups and formations. In digital media this can be seen in four ways. 
The first is the lack of the distinction between local and foreign media. As there is an increased accessibility to a variety of media forms around the world, differences start to become nonexistent. For example, Facebook, Twitter and YouTube will look the same to anyone accessing it through all parts of the globe. 



Cultural convergence in digital media also spurs on a lack of distinction between public and private content on the internet. Using the example of Facebook again, a significantly amount of content shared over Facebook can be publically accessed.


Differences between the socially advantaged and disadvantaged also become less distinguished. Through digital media anyone can be broadcasted publically as long as they have internet connection and a means of capturing their content. As a result of this, there are more opportunities for people to get their viewpoints publically recognized. A recent example of this is the KONY 2012 phenomenon. Through social media sites such as Facebook, people had access to this content even though it initially was not a topic largely discussed or broadcasted in the Australian news industry.


The final way cultural convergence is made evident in digital media is through the blurred distinction between the producer and consumer. Through the use of self-broadcasting sites such as YouTube, people who were once only consumers are now able to produce and publish their own content publically. This can be seen as amateurs post their own works on YouTube, especially in the music video scene. These amateurs only have to build up a fan base for their videos to become viral. A great example of this is teen pop singer sensation Justin Bieber who started off posting home made videos of him singing. He is now the Number 1 Highest Paid Teenager in Hollywood (2011).

The music video online industry has benefited greatly from cultural convergence in digital media. As YouTube is easily accessible to anyone with internet connection, anyone can appreciate music being broadcasted online. “Online users also enjoy the confidence of authorship as they create content for themselves and others, then share that content as entertainment and information” (Jenkins, 2006). A great benefit of YouTube is that it encourages low budget music videos. Not a lot of money is needed to allow a music video to become viral.











Social convergence 
is the last means by which convergence in digital media can occur through. Social convergence is the creation of new spaces where people can come together and engage and socialize. These places have all been created through digital media, for example Facebook, Twitter and Tumblr. Social convergence can quite easily occur through digital media as sites are easily accessible to most people and common interests are easily shared. For example, in the music video online industry, Rebecca Black’s infamous “Friday” video became a viral topic shared through means such as Facebook and Twitter. With an astonishing 27 million YouTube views, it is clear that music videos such as this have been appreciated and enjoyed by a vast population and variety of people.

To conclude, the phenomenon of digital media has brought great benefits to all media industries. Through technological, cultural and social processes digital convergence has occurred to make media industries such as music video online much more accessible, affordable and enjoyable to the general public. Through the aid of social networking sites such as Facebook and Twitter, and self broadcasting sites such as YouTube, amateur musicians have been able to produce, broadcast and control their own music in the digital media scene. This has in turn significantly revolutionized the music video online industry and allowed for much greater opportunities.




REFERENCES
Books and Articles

1. Jenkins, H. (2006) Convergence Culture: Where New and Old Media Collide, New York Univerity Press, pp 1-24
2. W. Brooker, (2001) ‘Living on Dawson’s Creek: Teen Viewers, Cultural Convergence and Television Overflow’, The International Journal of Cultural Studies 4(4): 456–472.
3. Sheehan, Kim and Morrison, Deborah (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world in  First Monday vol 14 no 3
   
   
   
   

YouTube

1. Apple Iphone TV Ads http://www.youtube.com/watch?v=0lfmlKYZ-vU  [Accessed 30th March]
2. Madonna Express Yourself http://www.youtube.com/watch?v=GsVcUzP_O_8&ob=av2e [Accessed 30th March]
3. With You - Chris Brown Cover - Justin Bieber Singing http://www.youtube.com/watch?v=eQOFRZ1wNLw [Access 30th March]
4. Rebecca Black - Friday - Official Music Video http://www.youtube.com/watch?v=kfVsfOSbJY0 [Accessed 30th March]