Monday, March 19, 2012

Eleanor Saxton Assignment 1


iPhone 06

record player


D I G I T A L M E D I A 

C O N V E R G E N C E



Introduction

Digital media is a phenomenon which emerged from technological, industrial, cultural and social convergence. 
“Digital media convergence is the process by which media forms, industries, cultures and practices of use have merged. It is the coming together and combining of various technological, industrial and cultural processes.” (Dwyer T 2010)
The process involved moving away from deteriorating analogue technology to digital technology. It has dealt with issues that bound analogue technology. These issue include being bound to materiality, being industrially specialised, being bound by localised distribution and uni-directionality. Music videos have played a critical role in this development. 

 Analogue vs Digital

edison records
Analogue technology passes information via waves, making it subject to fluctuations and deterioration of data. This means that the more analogue data is copied, the more it will deteriorate due to errors and interference. An example of analogue technology is a vinyl record. 


Nano iPod CasesDigital technology passes information via a binary system, making it less prone to error. Unlike analogue technology, digital data can be copied infinitely without deterioration. An example of digital technology is an iPod. 


Digital Revolution  

Digital media has changed all aspects of media production. It was a solution to the inadequacies of analogue technology. Its development paralleled the growth in world globalisation and brought social change. The digital revolution has enabled the development of globalised, multinational media conglomerates who can consolidate their data operations. Private users and audiences now have more control of the production and duplication of data. Consequently, digital media has been heavily invested in and widely researched, marked and adopted. Digital media convergence has allowed for the
“flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behaviour of audiences” (Jenkins 2006). 
MICHAEL JACKSON(a) Michael Jackson


The digital revolution has transformed media, especially in relation to music videos. Audio visual screen performers really came into their own with music video. It was the birth of a new method for audiences to engage with both music and video. This phenomenon of convergence created new music and screen superstars, such as Michael Jackson. Michael Jackson was someone who targeted this new audience and marketed himself as an audiovisual performer. His performance of 'Thriller' illustrates how he crossed the streams of visual and sound. This music video is able to catch the audience's attention on screen and provide an entertainment spectacular.
“Thriller gives the video audience real thrills - the thrill of tension, anxiety and fear associated with the pleasure offered by the horror genre” (Goodwin and Grossberg 1993).



(b) Technological, Industrial, Cultural and Social Convergence


The following were issues with analogue technology that were overcome with the development of digital technology:

  • Bound to Materiality and Technological Convergence
With analogue technology, media was only accessible through its physical format. For example, music was only accessible via the vinyl record. Through technological convergence, data has been brought together from formerly separate technologies into one place, platform and device. To watch music videos, for example, the iPhone provides immediate access through applications and downloads. It is now possible to access more than 1000 songs in a single, portable, stand alone device. It is pretty much impossible to not see someone on a train, walking down the street or at university without an iPod. With the release of the iPod in 2001 it transformed the way we listen to music. This advertisement below illustrates how accessible music is using the Ipod, when previously music listeners were bound a larger cumbersome device, such as a record or tape player. The video shows the viewer that accessing music through the different methods of technological convergence of CD to computer to iPod and how electronic transfer to an iPod can be easy and simple. 


Although digital technology has practicality in its physical format, it is important to note that old media forms are not necessarily dying off. They are being incorporated into new ones or surviving as a niche market.
“Old media are not being displaced. Rather their functions and status are being shifted by the introduction of new technologies.” Jenkins 2006
  • Industrial Specialised and Industrial Convergence
Today media industries are no longer separate and isolated. Through industrial convergence media companies can now produce, distribute and combine multiple media formats, products and span multiple media platforms. However, the physical formats of different industries were once separate and unconnected. Companies tended to specialise in particular media forms. Audiences needed different technologies to access a particular media form. For example, it was not simple to combine different formats such as music and video.  It was either viewed live or listeners were tied to a physical format. Countdown was one of the first programs that initiated industrial convergence. Countdown was a program on Australian television during the 70s and 80s that clearly demonstrates that music and video could be brought together. It was successful and influential in producing pop/rock music for Australian youth.

YouTube logo

While initial efforts at music video were low tech, Countdown experimented with this technology and was able to draw audiences together through it. This new technology, however, had massive potential for growth. Soon after the Countdown era, Rage continued developing music video, through the process of industrial convergence. It became renowned for broadcasting unlimited music video art. From Rage, industrial convergence continued with MTV's music television and subsequently the platform YouTube. Artists today, such as Avicii, One Direction, Skrillex, Coldplay, LMFAO and David Guetta all use YouTube to gain exposure and promote themselves. Anyone can easily access the Internet and thus YouTube. It is in essence a enormous broadcasting studio available in your own home. To assist in the spread of popularity of artists, official YouTube profiles are created and are dedicated to sharing their music. Millions of views may be made on particular music or other videos because the viewer finds them funny, quirky or interesting. It is a medium which industrial convergence has developed to share videos, especially music videos.
“Music video were once the most interesting things that happened in the media  landscape in the 80s and 90s. However,  the golden age of the music video is long gone and the Internet has caused the end of music videos as we know them. But music videos are born again, in a new form, and in a new space, youtube” (Sibilla 2010).

Dr Who Tardis
Doctor Who, a brilliant BBC television series which began in 1963, really only became a phenomenon through its industrial convergence  and trans-media strategies. The series in its old format was cancelled in 1989 but was reborn again in 2005. Doctor Who reestablished itself using industrial convergence. BBC Online has 
“spent considerable amounts of money developing its brand-specific products during the first years of the 21st century and this included a section devoted to its ‘cult’ television output.” (Perrymann 2008) 
In contributing to this 'cult' output, BBC has given the public countless trailers, publicity photos, Tardisodes, merchandise, Doctor Who Confidential and not to mention encouraging the craze for the Doctor himself. Since Tom Baker, David Tennant and Matt Smith have become great faces for Doctor Who. Russel T. Davis, the innovative writer for Doctor Who, states 
“This is a show now owned by its fans.” 
Brooker (2001) agrees that 
“The experience of following a favourite TV show has already changed for many viewers. The structures are there to enable an immersive, participatory engagement with the programme that crosses multiple media platforms and invites active contribution; not only from fans, who after all have been engaged in participatory culture around their favoured texts for decades, but also as part of the regular, ‘mainstream’ viewing experience.” 
Industrial convergence encourages the viewing experience of data to be a trans-media experience. 
  • Localised Distribution and Cultural Convergence
Industries were once about the production and distribution of physical artifacts. To preserve the high quality of music it could not be copied. Also, as long distance distribution was expensive and broadcasting was difficult, media industries tended to focus on localised markets because it was inexpensive. Today, YouTube allows for a cheap and easy way of allowing home users to produce and view music video and other content.  Cultural convergence is breaking down the differences between cultural groups and formations and allowing everyone to participate in the sharing of digital data. Media formats are no longer localised and they are accessible.

Sophia Grace and Rosie are an excellent example of publicity through mainstream content on social networks. Their mothers uploaded this video of them singing Nicki Minaj's song 'Superbass'.


Through promotion via the Ellen De Generes show, more than 4 million people watched this trending video of them on YouTube.
  • Uni-Directionality and Social Convergence
facebook logoAnalogue technology suffered from uni-directionality which means that duplication and distribution was difficult. It was expensive to produce and therefore only large companies could reach a mass audience. The individual at home could not easily partake in the production and distribution of media content. Today, data such as music videos can be easily transmitted via YouTube and circulated to a global audience through social media networks such as Facebook, twitter and email. Producer and consumer roles have been broken down as anyone can distribute music videos and watch them.

'Friday' by Rebecca Black had astonishing publicity via YouTube and social networks. This video, to date has received approximately 27 million views. 


Social convergence has changed the way data is shared. Such sharing of data is simple, of the highest quality and done in seconds.


Conclusion

Digital media convergence is the process by which media forms, industries, cultures and practices of use have merged. This phenomenon has brought together technological, industrial, cultural and social processes to overcome the problems with analogue technology. As a result music videos have been highly influenced by these processes via television programs such as Countdown, Rage, MTV and YouTube. Additionally today, YouTube allows for a cheap and easy way of allowing home users to produce and view music video and other content.

References

Books and Articles
  1. A. Goodwin and L. Grossberg, (1993) Sound & Vision: The Music Video Reader, Routledge - Taylor and Francis Group, pp 80-92Dwyer, T. (2010) Media Convergence, McGraw Hill, Berkshire, pp1-23
  2. G. Sibilla, (2010) It's the End of Music Videos as we Know them (but we Feel Fine), Transaction Publishers, pp 225-229
  3. Jenkins, H. (2006) Convergence Culture: Where New and Old Media Collide, New York Univerity Press, pp 1-24
  4. N. Perryman, (2008) 'Doctor Who and the convergence of media : a case study in transmedia storytelling' Convergence: the journal of research into new media, vol 14 no 1 pp 21-39 http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/14/1/21.full.pdf+html
  5. 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.
Photos
  1. Cann (2007) Facebook http://www.flickr.com/photos/ajc1/503165914/ [Accessed 30 March 2012]
  2. Erin, 2007, Record Player http://www.flickr.com/photos/erinscissorhands/472457019/ [Accessed 26 March 2012]Lisa Rigby, 2006 Edison Records, http://www.flickr.com/photos/iriswashere/215913415/ [Accessed 27 March 2012]
  3. Ken, 2006, Nano iPod Cases, http://www.flickr.com/photos/12262359@N00/153821496/ [Accessed 27 March 2012]
  4. Joseph G, 2009 Michael Jackson, http://www.flickr.com/photos/josephgranja/3673199444/ [Accessed 27 March 2012]
  5. Unknown, 2011, Dr Who Tardis http://www.flickr.com/photos/life-in-ni/6062563192/ [Accessed 28 March 2012]
  6. Unknown, 2008, YouTube Logo http://www.flickr.com/photos/29158929@N03/2767975617/ [Accessed 28 March 2012]
  7. Yasu, 2008, iPhone 06 http://www.flickr.com/photos/88403964@N00/2662752839/ [Accessed 26 March 2012]
Youtube

  1. ColdplayVEVO (2011) Coldplay Paradise http://www.youtube.com/watch?v=1G4isv_Fylg&ob=av2n [Accessed 30 March 2012]
  2. Davidguettavevo (2011) David Guetta - Titanium ft Sia http://www.youtube.com/watch?v=JRfuAukYTKg&ob=av2e [Accessed 30 March 2012]
  3. LMFAOVEVO (2011) Party Rock Anthem ft Lauren Bennett, GoonRock http://www.youtube.com/watch?v=KQ6zr6kCPj8 [Accessed 30 March 2012]
  4. MusicFree1573 (2001) Avicii - Levels http://www.youtube.com/watch?v=GJ91VPOgasQ [Accessed 29 March 2012]
  5. MusicNationEnt, (2009) Michael Jackson - Thriller [Official Music Video] King of Pop http://www.youtube.com/watch?v=ufVx80xkim8 [Accessed 30 March 2012]
  6. NewOnABCTV, (2011) First Colour Countdown 1 March 1975, ABC TV http://www.youtube.com/watch?v=6-V-3a9HT8w [Accessed 30 March 2012]
  7. OneDirectionVEVO (2012) One Direction - One Thing http://www.youtube.com/watch?v=Y1xs_xPb46M [Accessed 30 March 2012]
  8. TheOfficialSkrillex (2010) Skrillex Scary Monsters and Nice Sprites http://www.youtube.com/watch?v=WSeNSzJ2-Jw [Accessed 30 March 2012]
  9. Rebecca (2011) Rebecca Black - Friday Official Music Video http://www.youtube.com/watch?feature=player_embedded&v=kfVsfOSbJY0 [Accessed 30 March 2012]
  10. RosieGraceMcClelland (2011), Sophia Grace Brownlee raps Super Bass & Rosie Grace McClelland dances!! http://www.youtube.com/watch?feature=player_embedded&v=Vkc_5ZevHy4 [Accessed 27 March 2012]
  11. Xavertic, (2001) First iPod Commercial 2001 http://www.youtube.com/watch?feature=player_embedded&v=mE_bDNaYAr8 [Accessed 29 March 2012]
Websites
  1. Countdown Debuts on ABC TV, ABC Online http://www.abc.net.au/archives/80days/stories/2012/01/19/3411575.htm?WT.srch=1&WT.mc_id=Corp_Innovation-80Days|Day47_AdWords_:ABC%20countdown_b_g_17136773959___1t1&gclid=CJzEouvpja8CFWFNpgodIgKSxw [Accessed 29 March 2012]
  2. Doctor Who - The Offical Site, BBC Online UK, http://www.bbc.co.uk/doctorwho/dw [Accessed 29 March 2012]
  3. The Ellen De Generes Show, http://ellen.warnerbros.com/ [Accessed 30 March 2012]
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