Assignment 1- Beth Brennan

Discuss the phenomenon of digital media convergence

 in relation to Advertising and New Media.

By Beth Brennan

4286 9420

Digital media convergence is a factor prominent in both advertising and new media. It is a concept which allows for development, adaptation and the progress of technology over various media forms. In this regard, it is highly influential with how information is both perceived and created by the public sphere. The relatively recent release of the iPhone by Apple is a perfect example of such convergence as it combines many features into one object; creating numerous advertising possibilities. YouTube is another example of how advertisers have used this growing phenomenon to their advantage by both using online videos to publicise their product, as well as displaying a form of targeted advertising on the website itself. Furthermore, sites like YouTube and Blogger can even be classified as forums for society to advertise themselves, their views and their talent. This is shown through the global fame of celebrities such as Justin Bieber who are so well known now because of their initial self-promotion online.

The development of the iPhone by Apple is the ultimate model of convergence. Since there are so many applications featured in the one device, there are numerous advertising opportunities. Through the development of the 3G internet system, the iPhone has the ability to be constantly connected the web and is consistently the receiver of updates from several sources, such as Facebook and Yahoo! This means that consumers are always linked to the virtual world, consciously or otherwise which is incredibly convenient for advertisers. This too is effective in regards to the mobile search engine which is the “largest and one of the fastest growing segments of online advertising” (Spurgeon 2008). Gaming applications are also ever available and are designed in such a manner that whilst playing, pop-ups of other related games or updates will occur. This targeted advertising is very effective as it the internet can track what a consumer's interests are and display related items, for example whilst playing 'Angry Birds', an advertisement for 'Angry Birds in Space' could appear. Each iPhone comes with the 'App Store' on display, which claims that “the more apps you download, the more you realise there's almost no limit to what your iPhone can do” (Apple 2012). This, whilst advertising both the phone and all the other applications, also presents how addictive this accessibility is. Therefore, this form of convergence within the digital media spectrum works ideally in conjunction with advertising agencies in order to promote their product. 

YouTube has become a hugely popular form of digital media convergence for many reasons. It is a site which allows anyone to upload a video including home videos, recordings of certain programmes, trailers and is being used “increasingly, by producers and the networks themselves” (Hilderbrand 2007). Financially, it is hugely advantageous for companies to release their videos online via YouTube in the hope that it will go viral. For example, the advertisements for the American Super Bowl were released early on YouTube and one in particular by Volkswagen did indeed go viral. 

Another video that went viral on YouTube was created by a student named Nick Haley. He created an advertisement for the iPod Touch using the visual elements that can be found on the Apple website. VIDEO HERE Since it was released in 2007 the clip has been viewed a total of 2,637,530 times, including by marketers from Apple in California who then worked with Haley to produce the professional version (Sheehan 2009). Another promotional tool utilised on YouTube is the opportunity for anyone to upload videos advertising their own talents, in the hope of becoming a YouTube star. In 2007 Scooter Braun, former marketing executive of 'So So Def', was surfing YouTube when he came across a 13 year old Justin Bieber singing on a home video tape. From this, Bieber was signed to Raymond Braun Media Group, a record company owned by Braun and Usher. This shows how influential digital media convergence in this form can be in regards to discovery and promotion of not just products, but talent.

Blogging is a form of new media where digital media convergence is a prominent factor. There are many different styles of blogging depending on the motive of the writer and the content of what they choose to display. A form of blogging that has emerged that is particularly interesting is where the writing is in a highly journalistic style, reporting various stories and topics appearing on both sites such as Blogger, as well as Facebook (Simons 2011). This form of media converges with another when these blogs attract the attention of a professional journalist and make the headlines. This is a form of advertisement as the bloggers are promoting their stories. For example in 2011 a number of Australian soldiers where utilising Facebook to write negatively about Afghanistan. Several refereed to Prime Minister Julia Gillard as their employer, calling her a “f***ing Ranga” (Cooper 2012). This became viral throughout Facebook and caught the attention of the media. This sense of citizen media is one that has been much debated, being one of the causes for the need for the 'Convergence Review' by the Australian government. This report outlines the policies and regulations associated with converged media in Australia . Therefore, through these examples it is clear that the convergence of media can be transfered across in a negative way when it is not used correctly. This is why there is the need for outlines by the government to police such sites. 

In conclusion, it is clear that the ideology of digital media convergence is affluent throughout advertising and new media. Aspects of advertising are prominent in several different forms including the iPhone and throughout sites such as Blogger and Facebook. This includes both random and targeted advertising to lure certain consumers. This is a certain platform of media where celbrities can be discovered and a source of advertisment for various campaigns and products. It has also been displayed that certain forms of citizen media can be discovered by the media and projected through a negative light. Therefore, from these observations it can be argued that advertising and new media are highly influential in forms of converged media.

Bibliography

Apple, Apple Australia, Sydney, New South Wales, viewed 28 August 2012,

<http://www.apple.com/au/iphone/from-the-app-store/?cid=wwa-au-kwg-features-0001>.

Australian Government: The Department of Broadband, Communication and the Digital Economy 2012, The Australian Government, Canberra, viewed 29 August 2012,

<http://www.dbcde.gov.au/digital_economy/convergence_review >.

Cooper, H 2012, Facebook group reveals ugly side to the defence force, online video, viewed 30 August 2012,

<http://www.abc.net.au/7.30/content/2012/s3442781.htm>.

Haley, N 2007, Ipod touch ad: Nick Haley, online video, viewed 29 August 2012,

<http://www.youtube.com/watch?v=KKQUZPqDZb0>.

Hilderbrand, L 2007, 'YouTube: Where Cultural Memory and Copyright Converge', Film Quarterly, vol. 61

Sheehan, K and Morrison, D 2009, 'Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world', First Monday, vol. 14, no. 3, viewed 28 August 2012,

<http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>.

Simons, M 2011, 'Digital media convergence: where legal and ethical lines blur', Crikey, viewed 29 August 2012,

<http://www.crikey.com.au/2011/03/28/digital-media-convergence-where-legal-and-ethical-lines-blur-too/ >.

Spurgeon, C 2008, From the 'Long Tail' to 'Madison and Vine': Trends in advertising and new media', Routledge, Oxon.

Volkswagen 2012, The Dog Strikes Back: 2012 Volkswagen Game Day Commercial, online video, viewed 29 August 2012,

<http://www.youtube.com/watch?v=0-9EYFJ4Clo>.

Assignment 1 - Tom Meehan

The endless possibilities of: Advertising and New Media

In today’s society advancements in technology are remodelling the way we grow, learn and interact with one another. Changes to the way we view and interpret media are also evolving. Henry Jenkins states that convergence is “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences.”[1] Convergence of media has had vast affects on the development of advertising and new media. As time progresses media convergence is becoming increasingly stronger and faster in its affect. The Internet, with social networking and sharing websites has allowed advertising and new media to flourish and created many new possibilities for reaching an audience and made the size of that audience tenfold.

When TV commercials emerged, they were a new, innovative form of advertising that had the ability to captivate an audience with their creativity. However this form of advertising was expensive and could only reach a limited audience. 

First Barbie commercial 1959

During some programs, for example the AFL and NRL grand finals in Australiam advertising reaches an extraordinarily large market, therefore due to the numbers it will reach and the rare occasion these events occur, the price of advertising will increase. In the United States their big event is the Super Bowl, reaching 90 million people. The halftime advertising has become so popular in recent times with big budget campaigns, that they attract an audience of their own, aside from the NFL game being played. 30 seconds of television time is worth $2.5 million.[2] However not only does the USA view these advertisements; these advertisements are now distributed worldwide, even the Australian news programs broadcast the advertisements. Furthermore, in recent times through the extreme growth of social media and the Internet, this meeting of traditional broadcasting and the Internet with the advertisements featured on Youtube among other websites, the audience has increased by millions.

Volkswagen Super Bowl commercial 2012

Advertising in cyber space has presented a whole new element to advertising never seen before. Internet advertising is far cheaper than traditional forms of advertising and has the ability to reach a far greater audience, worldwide. When advertising in today’s market, a company must look to new media to widen and capitalize on reaching their intended audience. Big companies use a combination of old and new media advertising to access their audience, offering a connection from their old media advertisements to their new media commercials, a TV commercial will instruct the viewer to go to a website or Facebook page. Some companies such as Coca-Cola even telling the viewer to search their ad campaign up on Youtube. Big companies in their early Internet campaign featured coupons in exchange for personal details so they could distribute more information (Keith 2012). Nowadays campaigns are far more complex, intended at capturing an audience through cleverly used techniques and expensive budget. These campaigns are known as a viral campaign and can be classified as part of a “viral revolution” (Keith 2012). A company hopes that their targeted audience share their advertising campaign through social networking sites such as Facebook. Jenkins spoke of the “circulation of media content – across different media systems, competing media economies, and national borders – depends heavily on consumers’ active participation” (Jenkins 2006). Companies make it easy for consumer participation by adding a “Share on Facebook” link to the advertisement. The Facebook “Like” button has also simplified the ease of something to “trend” or be promoted by the population.

The evolution of Internet advertising in recent years has also seen elaborate campaigns being based solely on the Internet, ignoring old media altogether. Hyperlinks is essentially the only way to navigate the Internet (Keith 2012), search engines such a Google have been described as “the single most important development for informational advertising since the time of the first paid newspaper advertisements or the telephone directory”[3]. The cheap exposure through new media has eclipsed the expensive old media campaigns in their success, old media now relying on new media for its success as the two converge.

Italian clothing company Diesel unveiled a clever online campaign in 2010 titled “Be stupid”. They took the idea that our whole life we’ve been told to “be smart”, yet if we really want to live we need to be stupid. Clever slogans encapsulated this initiative.

The campaign was seeking creative individuals to upload a video to Youtube of them doing something they “deem to be ‘stupid’”. One hundred successful applicants would have their video featured in a music video that would “not only” display the new collection being released by Diesel, but also including links to their personal websites and social networking profiles. 

This advertising promotion was clever on many different levels. While seeking out the individuals, the company was initiating exposure. With the many applicants around the world posting their videos with links to the company, Diesel, exposure further increased. After selecting the winners, and making the music video at a price far cheaper than a normal video as the videos had already been filmed at no cost, Diesel could then promote this online with help of those featured in video and reach an even wider audience. Referring to what Jenkins said about consumer participation in the circulation of media (Jenkins 2006), this is an example of an advertisement that depended on people involvement to create a cheap, innovative online campaign that did what it was intended to do.

Advertising and new media is one example of something affected by converging media. In 2012 the possibilities for reaching an audience are far greater than they were only a decade ago, and the possibilities continue to grow. With the internet and social networking, old media is now inextricably linked to this new technology for effective advertising.

---

[1] Jenkins, H. (2006) Convergence Culture: Where Old and New Media Collide New York University Press

[2] Keith, S. (2012) Introduction to New Media Production, Lecture, Macquarie University

[3] Spurgeon, C. (2008) Advertising and New Media, Oron Routledge

Shah, A. (2012) Media and Advertising, Global Issues, visited 30 August 2012, http://www.globalissues.org/article/160/media-and-advertising

Diesel (2012) Diesel, visited 30 August 2012, www.diesel.com

Assignment 1: Tom Atkinson

Student # 43008690 

MAS110

Assessment 1, Session 2, 2012 

The phenomenon of Digital media convergence in relation to 

ADVERTISING

Media convergence has become a central issue for ad agencies and marketers as consumers now have access to media through multiple devices. These new devices include the Smart phone, Tablet and a once thought ‘old media’ device which has evolved into the new digital era, the Television. Television now comes with Internet connection capabilities and cable television, making the old school media style of TV a once again instrumental new media device and also a relevant example of media convergence. 

 Sony Internet TV. 

(Sony Internet TV-TV Commercial 2011)

Media convergence is not just a technological development but a system through which connected consumers and advertisers interact with one another in content.

The new digital era has brought about an evolution in new media advertising, using new means of consumer accessibility such as the Internet and social media websites. Digital media convergence, as stated by Terry Flew, is a “force of nature” (Flew, 2008). Technological determinism has become a driving force for unlocking the major concerns associated with the evolution of mass communication. Basically there are four major qualities that have resulted in the global convergence of media cultures.

These qualities include ‘decentralizing, globalizing, harmonizing and empowering’ (Flew, 2008).

A good case study of media convergence can be found within the digital word of Facebook. Facebook is a social media website most commonly used by western society i.e. the United states, United Kingdom, Australia, France, South Africa and other western countries. The social media website is used by over nine hundred million active users.

The networking site is free to register with and states that it will never charge users for its services. “Its free and always will be” (Facebook, Facebook login, 2012). 

This website alone has utilized all four qualities of global convergence to connect millions who may have lost touch with friends and family from all around the world. Facebook has become an empowering system for anyone of its users to use as a broadcaster for mass communication. In February 2011 mass political protests were organized and eventually lead to a rebellion in Egypt, which ended with the over throw of the Egyptian president Hosni Mubarak in 2012. This movement gained majority of its support through social networking online, not only gaining momentum on a local scale but internationally. See news report of Egypt’s Social networking revolution.

Egypt’s Social Networking Revolution 2011

Facebook is a very effective tool for social networking and a new format for advertising on a global scale. The social networking site is one of the major examples of digital convergence associating, content, community, connection and commerce (Thoughtful China 3 July 2012).

See video of ‘What is Facebook’ a relevant example of media convergence.

Media has evolved throughout the ages and through different cultures, a wide variety of styles of media have originated. The first Indigenous Australians, the Aboriginals, used stories of the Dreaming to explain to their people the origins and how the world came be. The ancient Egyptians used hieroglyphs to illustrate their history and educate their community. All were forms of media, which through time have evolved to the audiences needs. Now as technology has advanced exponentially, audiences are now able to ‘obtain multiple services on a single platform or device or obtain any given service on multiple platforms or devices’ (Ofcom 2008). As Jenkins sates, “In the world of media convergence, every important story gets told, every brand gets sold, and every consumer gets courted across multiple media platforms” (Jenkins 2006)

The modern era of technology has brought with it a wave of new media devices capable of high speed accessibility to online services such as Facebook. At no other stage in history has the average device owner been so easily accessible throughout the globe.  Google has capitalized on this knowledge by initiating a ‘pay-per-click’ as a unit of measure meaning advertisers paid only for what consumers had actually clicked on as opposed to how many people ‘might’ click on the advertisement and potentially purchase a product. This was referred to as ‘qualified leads’ (Spurgeon, C 2008) Facebook has capitalized on this knowledge and has subsequently become an advertisers dream.

No longer are the days of billboard, newspaper or radio advertising being the main method of advertising. Advertisers now prefer to inform their consumers face to face on their device(s) of choice.

Advertisers now can track and research who, what, when and why consumers are viewing the advertisement material and subsequently purchasing products. Smart phones, tablets, gaming consoles, internet-television and computers are now well entrenched into an increasing amount of the lives of the population of the planet.

In the last twenty five years mobile phones have taken over the conventional ‘land-line’ telephone and outdone the internet in contrast of new connections (Goggin,2006:1).  

There a four pillars that media convergence and global advertising stand upon, Content - what the demand is for different commodities and what advertisers and website designers create to supply this demand. Community - social networking, and Connection - utilizing the Internet. The forth pillar is Commerce - creating retail from tying all four pillars into one, using social networking which has connected hundreds of millions and advertising to create commodification. (Thoughtful China 2012)

The mobile phone has been described by advertisers as the ‘next great conduit between consumers and advertisers’ (The Sell, Sell, Sell phone’, 2007).

The smart phone allows users to access Facebook, play games, explore the Internet and connect with friends through text message or verbally.

All content is available to the owner in one simple device. The strength of cultural determinism reinforces the ‘supply and demand’ process, which can mutually beneficial for both advertisers and end users. For example, in the USA, online advertising expenditure had grown by 33 percent between 2004 and 2005. In the United Kingdom it was measured at 40 percent and 60 percent in Australia (Spurgeon 2008). This created more flexibility for web site owners such as Facebook to continue to be a free of charge site,  helping the website and others like it, stay afloat. Advertisers were now able to use the social interactions of users to advertise their brands.

See example below of one account users interface of Facebook. Before your eyes find their objective ‘logout’ the user is given the opportunity to Advertise.

Facebook, Profile of Tom Atkinson 28 August 2012, accessed 28 August 2012.

< http://www.facebook.com/tom.atkinson.73550?ref=tn_tnmn>

With over 900 million users on the website, any advertising campaign that goes viral can mean millions in revenue, as the ‘Share a coke’ campaign confirmed for the widely popular Coca-Cola Amatil company. This concludes that the new media style of online advertising has become much more interactive and advertisers are continually becoming more creative to keep up with the changing formats of technology and media convergence.

Share a Coke Campaign 2012

References:

Sony Internet TV-TV Commercial 2011, SonyNederland, Netherlands online video, accessed 29 August 2012

Flew, T 2008 “Approaches to new media” New media: An Introduction, 3^rd edition, Oxford, Oxford university Press pp. 38 viewed 25 August 2012 from Macquarie University Database

Jenkins H, 2006 ‘Convergence Culture’ Where old and new media collide NY University Press pp. 3

Facebook, 2012, Facebook Login, accessed 29 August 2012  

< http://www.facebook.com/>

Egypt’s Social Networking Revolution 12 February 2011, CBS, America, online video, accessed August 29 2012.

<http://www.youtube.com/watch?v=dqHPRHOHcN8>

Thoughtful China 2012, ‘Connecting content & Communities Online, China online video, accessed 29 August 2012 <http://www.youtube.com/watch?v=9f6-h6vuabs>

What is facebook? 2008, youcanreachtim 14 August 2008, America, online video accessed 30 August 2012. <http://www.youtube.com/watch?v=M5gtN16gOr8>

Ofcom 2008, What is convergence? A submission to the Convergence Think Tank, UK Feb 2008,

Spurgeon C 2008, Advertising & New Media Ozon Routledge, pp. 31

Jenkins H, 2006 ‘Convergance Culture’ where old and new media collide NY University Press.

Goggin, G. 2006 Cellphone: Mobile Technology in Everyday life. London: Routledge

Thoughtful China 2012, ‘Connecting content & Communities Online, China online video, accessed 29 August 2012 <http://www.youtube.com/watch?v=9f6-h6vuabs>

‘The Sell, Sell, Sell Phone’ 2007 B&T 25 February, accessed 29 August. <http://www.bndt.com.au/articles/35/0C049B35.asp?print=true>

Spurgeon C 2008, Advertising & New Media Ozon Routledge, pp. 26

Share a coke Campaign 2012 ‘Share a coke’ campaign…Coca cola, a marketing genius!!!

http://www.youtube.com/watch?v=2X8Bd3-G6IU

Assignment #1 Blake Antrobus

Advertising and New Media

Media convergence, as described by Dwyer, denotes the “process whereby new technologies are accommodated by existing media and communication industries and cultures” (Dwyer 2010, p.2). Online advertising is seen as an extension of this process, where advertisers move their products online to expand their potential markets. However, this movement is not without its flaws, specifically relating to issues of creativity and innovation in such advertisements. This essay critically examines the phenomena of digital media convergence in relation to the dimensions of online advertising, using the restaurant chain ‘Subway’ as a case study throughout.

The mere presence of the television within the household allowed televised advertisements to thrive in popularity, as the removal of time and place from the point of operation allowed advertisers room for creative potential (Spurgeon 2008). The emergence of new media has brought advertising into an entirely new market, one that is defined by flexibility and individuality. This new market, however, is shaped by internet revenue generated by online advertising, which “now frequently exceeds outdoor, cinema and magazine advertising expenditure” (2008, p.25). Google Adwords, which incorporates text advertisements and search banners onto its pages, is an example of this type of market, as revenue can be generated for the company and advertisers without affecting users’ personal details or files (Meikle and Young 2012). This success has allowed the company to expand to applications such as YouTube, where ad placements can be inserted onto online videos. The result is Google emerging as “not just a software service but a media company…active across a range of content and communication areas” (2012, p.48).

However, there are notable flaws to the phenomena of digital convergence; on the same hand Spurgeon writes that “creative and persuasive techniques have received less consideration because they seek to influence purchasing decisions by indulging human emotions and wants, and…fabricating difference” (2008, p.24). This is certainly true of Subway, which offers online discounts, ‘freebies’ and competition rewards in exchange for personal details (see Figures 1&2). Such actions signal the prioritisation of laziness over proper marketing tactics to generate a mass audience, and can best be termed as a focus on exposure as opposed to identity (Lister et al. 2009). The digital convergence of advertising tactics thus renders creative advertising techniques redundant as focus is diverted onto brand engagement. Lister et al. (2009) draws attention to the practicality of such a focus, where “our web media experiences are interrupted by, suffused with, and sometimes nearly drown[ing] in, a sea of advertising and sponsorship content” (p.173).

Figure 1 - A Subway online promotion offering a trial of the video game 'DC Universe Online' as a competition reward. Advertisements that prioritise such tactics over creative ones become detrimental to the user and consumer alike.

Figure 2 - A similar advertisement for the video game 'Uncharted 3', which again offers an inert product experience.

Central to the phenomena of digital convergence is the idea that advertising is ‘dead’ – a term coined by Rust and Oliver (1994) to describe “the dramatic shift away from a product-oriented economy toward a services-oriented economy reduces the effectiveness of traditional advertising approaches” (p.71). Digital convergence can be seen to amplify the loss of creativity in a market that requires its demand, giving rise to an advertising market of limited agency and effectiveness. In addition, a challenge is presented in that advertisers must branch out to audiences that are seen as more itinerant, without sacrificing creativity. Online efforts, however, continue to present disappointments in their marketing strategies by seeking exposure and not investment in their product. As mentioned before, this is seen through Subway, which shamelessly offers free promotions that do not innovatively entice users and consumers. Pop-up advertisements on websites serve as another example, as they additionally target audiences through lazy exploitation and promotion, but they also become more detrimental to the web experience of the user by distracting them from browsing and forcing them to engage with the product in a way rendered meaningless. Such detrimental tactics are an indication that “mass media [can] no longer deliver a mass audience. At the same time, consumers demanded more customization in their products…or flexibly manufactured hard goods” (1994, p.73).

Less discussed, however, is the issue of intellectual property, which becomes a serious concern as advertisements merge into an online context. Pelton comments on the issue:

The “currency” of high-technology global enterprises is now, more than ever, intellectual property. These are copyrights, trademarks, patents, exclusive and nonexclusive licenses, joint license agreements, and much more…new international subsidiaries based on leveraging mutually owned and protected technical and intellectual knowledge.

Pelton 2000, p.125

The distinctive brands of well-known corporations can thus be potentially seen as the primary revenue generator rather than the product itself, an example being the restaurant chain Subway; a lawsuit brought into question the ownership over the term ‘footlong’ (used to describe their signature sandwiches) and a dispute over their attempt to make it their specific property (Leibowitz 2011). Advertisers that launch their products online face such difficulties due to the ‘connective competition’ between different corporations over the pressure to reach their respective audiences. Sheehan prescribes the antidote to these difficulties, asserting that “advertising’s innovation ecosystem is dependent on the mixing of digital, intellectual, and creative capital, which involves utilization of ideas from a range of people involved in the communication process” (Sheehan 2009).

Media advertising has been undoubtedly reflexive over its short history, with the phenomenon of television commercials allowing advertisers to easily access average Australian households and effectively branch their products towards the consumer. The movement towards a digital media through the internet has provoked a marketing sensation amongst advertisers to address their target audiences in a method that remains circumscribed within the parameters of this emerging new media, yet is still creative enough to be accessible.

Reference List:

Dwyer, T 2010, Media Convergence, McGraw Hill, Berkshire, p.2

Leibowitz, B 2011, ‘Subway Restaurants Face Lawsuit Over "Footlong" Trademark’, CBSNews, 15^th February, accessed 31^st August from http://www.cbsnews.com/8301-504083_162-20031887-504083.html

Lister, M, Dovey, J, Giddings, S, Grant, I & Kelly, K 2009, New Media: A Critical Introduction, 2^nd ed, Routledge, London and New York, p.173

Meikle, G & Young, S 2012, Media Convergence: Networked Digital Media in Everyday Life, Palgrave Macmillan, Great Britain, p.24

Pelton, JN 2000, e-Sphere: The Rise of the World-Wide Web, Quorum Books, Westport, p.125

Rust, RT & Oliver, RW 1994, ‘The Death of Advertising’, Journal of Advertising, Vol. 23, No. 4, December 1994, pp.71-73

Sheehan, KB & Morrison, DK 2009, ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world’, First Monday, Vol. 14, No. 3, 2^nd March 2009

Spurgeon, C 2008, Advertising and New Media, Routledge, Oxon, p.25

Assignment 1: Dominique Essey

The beginnings of music video began in 1927 when the first sound film, 'The Jazz Singer',  was made which is known as a 'talkie' as opposed to a silent film (Fraser, 2005, pg17).  This is a movie and not considered a music video, however this was the foundation in which music video was built on and developed. In 1957, Elvis Presley starred in his own musical film 'Jailhouse Rock' (Fraser, 2005, pg17). Music video was developing and slowly becoming what the people of today recognize as a music video. Admittedly, this is still not what society today view as a music video, but it is important to remember that these were years that gave music video standing and significance as it was the creation of musical legends and sensations. Pictures of Elvis Presley are hung in people’s houses; his music is still listened to today, his mansion in Memphis, Tennessee known as ‘Graceland’ serves as a museum in which people can visit the house of the great Rock and Roll legend. In years to come a recording of him singing his first song 'That's Alright Mama' which is now seen as a music video (Fraser, 2005, pg17).  In 1967, The Beatles released promotional films for their songs  'Penny Lane' and 'Strawberry Fields Forever' (Fraser, 2005, pg17).  In 1975, ‘Bohemian Rhapsody’ by Queen was the first official music video (Fraser, 2005, pg17).

From thereafter, music videos became more common particularly in 1981 when ‘Pop Clips’, a music video programme aired on Nickelodeon and it was the beginning of MTV(Fraser, 2005, pg17). This channel slowly invaded the whole world by particularly showcasing contemporary artists(Fraser, 2005, pg21). One artist who was not a stranger to MTV was Michael Jackson. His music video of ‘Thriller’ was one of the highest budget productions and also one of the most successful and popular music videos to date(Fraser, 2005). Michael Jackson was an inspiration because MTV was predominantly white, male rock artists(Fraser, 2005, pg21). He was a black man and was the beginning of equality and diversity on MTV(Fraser, 2005, pg21). However, this did take time and was until the 90’s when Hype Williams led the way for other black artists to be on MTV such as TLC, R Kelly and Missy Elliott(Fraser, 2005, pg22).  The phenomenon of music video became interactive with viewers in 1983 when the first MTV Video Music Award was launched(Fraser, 2005, pg17). This allowed artists to be praised for their work. 

Every link that has been posted for a film, promotional film or music video in this essay has come from one website: YouTube. The whole reason for explaining the developments in music video with links of the content on YouTube was to show this is where the 21st century had headed. The phenomenon of the music video has now become the phenomenon of online music video. Music videos are still shown on MTV and Channel V, but YouTube is the sensation in which people view music videos. MTV and Channel V also have their own websites in order to compete in this devloping and advanced industry. 

Printscreens of where to watch music videos on MTV website. ( On the website it is under 'Watch Videos' and 'MTV Music' links at the top)

1.

2.  

Printscreen of where to watch music videos on Channel V

Even though MTV and Channel V have music videos available to watch on their websites, they are no competition for YouTube. YouTube has everything! From music video to television excerpts to trailers to commercials to home videos and the list goes on (Hilderbrand, 2007, pg48). This is because the videos are uploaded by the users which are the people who watch the videos. If it is not already implied, YouTube is a website where content videos are uploaded and watched by the users which was launched in December 2005 (Hilderbrand, 2007, pg48). The website has tens of million of visitors at least per day and it has been called viral, revolutionary and a phenomenon  (Hilderbrand, 2007, pg48). Music Videos are given more public view because friends are able to send links to friends through email and post on blogs and social networking sites such as Facebook and Twitter (Hilderbrand, 2007, pg48).

YouTube is known for the feeling of an online community and sharing

The beginnings of music video began in 1927 when the first sound film, 'The Jazz Singer',  was made which is known as a 'talkie' as opposed to a silent film (Fraser, 2005, pg17).  This is a movie and not considered a music video, however this was the foundation in which music video was built on and developed. In 1957, Elvis Presley starred in his own musical film 'Jailhouse Rock' (Fraser, 2005, pg17). Music video was developing and slowly becoming what the people of today recognize as a music video. Admittedly, this is still not what society today view as a music video, but it is important to remember that these were years that gave music video standing and significance as it was the creation of musical legends and sensations. Pictures of Elvis Presley are hung in people’s houses; his music is still listened to today, his mansion in Memphis, Tennessee known as ‘Graceland’ serves as a museum in which people can visit the house of the great Rock and Roll legend. In years to come a recording of him singing his first song 'That's Alright Mama' which is now seen as a music video (Fraser, 2005, pg17). 

In 1967, The Beatles released promotional films for their songs  'Penny Lane' and 'Strawberry Fields Forever' (Fraser, 2005, pg17).  

Penny Lane

Strawberry Fields Forever

In 1975, ‘Bohemian Rhapsody’ by Queen was the first official music video (Fraser, 2005, pg17).

From thereafter, music videos became more common particularly in 1981 when ‘Pop Clips’, a music video programme aired on Nickelodeon and it was the beginning of MTV(Fraser, 2005, pg17). This channel slowly invaded the whole world by particularly showcasing contemporary artists(Fraser, 2005, pg21). One artist who was not a stranger to MTV was Michael Jackson. His music video of ‘Thriller’ was one of the highest budget productions and also one of the most successful and popular music videos to date(Fraser, 2005). Michael Jackson was an inspiration because MTV was predominantly white, male rock artists(Fraser, 2005, pg21). He was a black man and was the beginning of equality and diversity on MTV(Fraser, 2005, pg21).

However, this did take time and was until the 90’s when Hype Williams led the way for other black artists to be on MTV such as TLC, R Kelly and Missy Elliott(Fraser, 2005, pg22).  The phenomenon of music video became interactive with viewers in 1983 when the first MTV Video Music Award was launched(Fraser, 2005, pg17). This allowed artists to be praised for their work. 

Every link that has been posted for a film, promotional film or music video in this essay has come from one website: YouTube. The whole reason for explaining the developments in music video with links of the content on YouTube was to show this is where the 21st century had headed. The phenomenon of the music video has now become the phenomenon of online music video. Music videos are still shown on MTV and Channel V, but YouTube is the sensation in which people view music videos. MTV and Channel V also have their own websites in order to compete in this devloping and advanced industry. 

Printscreens of where to watch music videos on MTV website. ( On the website it is under 'Watch Videos' and 'MTV Music' links at the top)

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Printscreen of where to watch music videos on Channel V

Even though MTV and Channel V have music videos available to watch on their websites, they are no competition for YouTube. YouTube has everything! From music video to television excerpts to trailers to commercials to home videos and the list goes on (Hilderbrand, 2007, pg48). This is because the videos are uploaded by the users which are the people who watch the videos. If it is not already implied, YouTube is a website where content videos are uploaded and watched by the users which was launched in December 2005 (Hilderbrand, 2007, pg48). The website has tens of million of visitors at least per day and it has been called viral, revolutionary and a phenomenon  (Hilderbrand, 2007, pg48). Music Videos are given more public view because friends are able to send links to friends through email and post on blogs and social networking sites such as Facebook and Twitter (Hilderbrand, 2007, pg48). YouTube is known for an online community and sharing. (Hilderbrand, 2007, pg54). If you have a YouTube account, you are allowed to comment on videos, upload videos and anybody can watch videos. Henry Jenkins describes YouTube as a participatory culture which is the term that " is used often  to talk about the apparent link vetween more accessible digital technologies, user created content, and some kind of shift in the power relation between media industries and their consumers" (Burgess, Green, 2009, pg10).

The following photo shows searching for a music video on YouTube

The following photo shows the music video playing

The following is a photo of some of the comments posted by users who watched the music video

If I were to Google Video search the same music video, most of the results would be the same because YouTube is the online music video world.

Justin Bieber is teen pop sensation who was discovered on YouTube. His manager came across videos of him singing which were uploaded by his mother for family and friends to see. YouTube made Justin Bieber and his music videos a worlwide success and it all began with his online music videos.

Justin before fame

Justin's most recent music video

Another example of the phenomenon of online music video is this years MTV Video Music Awards. As previously mentioned, these awards were first launched in 1984. This year there is a category called Most Share-Worthy Video.

In the above picture it can be seen that you have tweet your vote. This ties back to the power of social networking in regards to this phenomenon and the audience interaction. The following picture shows an example of a tweet for a vote to count.

Digital Media Convergence has transformed music video into online music video. In today's society and the future, online music video is and will be the sensation. It is a phenomenon and has become more widely successful due to the easy access of music videos online.

Bibliography:

1. Fraser.P, (2005), Teaching Music Video, British Film Institute, London
2. Hilderbrand.L, (2007), Film Quarterly, Volume 61
3. Burgess.J, Green.J, (2009), YouTube: Digital Media and Society Series, Polity Press, United Kingdom