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,
Australian Government: The
Department of Broadband, Communication and the Digital Economy 2012,
The Australian Government, Canberra, viewed 29 August 2012,
Cooper, H 2012, Facebook
group reveals ugly side to the defence force,
online video, viewed 30 August 2012,
Haley, N 2007, Ipod
touch ad: Nick Haley,
online video, viewed 29 August 2012,
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,
Simons, M 2011, 'Digital
media convergence: where legal and ethical lines blur', Crikey,
viewed 29 August 2012,
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,
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