Media convergence is how different/separate technology evolve and now share the same system and interact with each other systematically. Henry Jenkins described that media convergence is an ongoing process, occurring at various intersections of media technologies, industries, content and audiences; it’s not an end state. There will never be one black box controlling all media. Rather, thanks to the proliferation of channels and the increasingly ubiquitous nature of computing and communications, we are entering an era where media will be everywhere, and we will use all kinds of media in relation to one another. We will develop new skills for managing information, new structures for transmitting information across channels, and new creative genres that exploit the potentials of those emerging information structures. http://web.mit.edu/cms/People/henry3/converge.pdf
This essay will discuss the impact on media convergence on advertising and new media.
This essay will discuss the impact on media convergence on advertising and new media.
Henry Jenkins described that old media never dies and which means they are bound to evolve and the ways to access it changes as well (Convergence Culture: Where Old and New Media Collide. 2006: 23). For example to watch a movie we usually have to use a television but to watch it we have to stay in the house. it wasnt possible to watch a movie while going somewhere in a train or watching it while waiting for your dinner to be served in a restaurant. So the industries always try to create something that suits the consumers' needs for this example by creating phones which can play videos or Ipods which can be used to listen to music and watch videos which both are considered practical/portable. This is an example of Blackberry phones which can access videos, music, and includes internet accessibility. This phone can be used anywhere in the world and it serves the purpose of both a phone and a media player which makes it really practical to use. It is not the only technology today that serves this purpose, it has competitors such as Iphones, Samsung, etc as industries compete against each other to create more effective technology than the others to gain profit.
Another example given by Henry Jenkins is the music media in which he described that as genre of music, the audience and the method of delivery such as CDs, Cassettes, MP3 files may come and go the medium is always gonna stay in the media ecosystem. No one medium can win the eyeballs and ears of all and that never will there be one box that has the ability to access all medias. http://web.mit.edu/cms/People/henry3/converge.pdf Below is the example of a record player today which even supports the media transfers by using USBs.
By always trying to satisfy consumer's demands, the industries are able to find new ways to evolve or change the ways of accessing medias. Even in the present days the industries are still trying to make an even better technology to support all the consumer's needs.
New media is described as a way or method to access interactive medias by communicating in the digital world over technologies such as tablets, phones, laptops, desktop. Internet is one of a form of convergence as it gives the user accessibility of medias and information such as youtube for streaming videos and music, reading news on news channel websites, playing online games, or even buying and selling of goods on the internet. interfaces in the internet have all been upgraded using a combination of medias that it gives a more entertaining and more interactive to attract more and more users. An example of new media is video games as it utilises effective use of video, music and interactivity. Below is an example of new media game developed by computer science, arts, and music students.
By using games we can create new media based advertisement product. Examples of this are games based on movies to synergises with the movie's sales. The aim of this is to create a game which attracts consumers to either watch the movie then buy the game or buy the game then watch the movie as usually economic strategies like these are devised by the industries to gain maximum profit by utilising both the game and the movie. Games are not only available online but games are also console or hardware dependant. Nowadays, game consoles such as Xbox360, Playstation 3 are not only a gaming console but it also works as a movie player, music player and it also has internet accessibility. Though these hardwares perform similar tasks, they are not compatible with each other. The industries which produces these usually compete against each other aiming to get the most consumer and user of the product by advancing in their technology of their system better than the others. This usually triggers for new ideas for media convergence. Below are shown some of the gaming console available today.
And the image shown below is how we can even use gaming consoles to exercise as a form of media convergence. Wii is a gaming console which is quite new and interesting to the gaming community as it's aim of the console is to attract gamers who wanted to exercise themselves while playing games and having fun rather than playing games while sitting whole day which is not healthy for the gamers.
In conclusion, media convergence are used and utilised in many of our everyday technology to satisfy the needs of consumers. As Henry Jenkins described it, media will always stay the same but the medium will always evolve and change towards a better one. Media convergence are also used in internet sites to attract more and more user due to its interactiveness. And games, as a form of new media are also used to attract consumers both to satisfy the need of entertainment and to increase profit of the companies related to it.
Matthew Sugianto 42207894
Reference List
Jenkins, H. (2006: 17-29 Convergence Culture: Where Old and New Media Collide, New York: University Press.
Dwyer, T. (2010: 3-7, 9-13)Media Convergence, Berkshire: McGraw Hill
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