Digital media convergence is new media technologies that enabled the same element to flow through many different mediums such as Internet, smart phone, laptops or even Ipad. People feel more comfortable because they can use Internet that can be easily accessed by wireless Internet connection that is almost everywhere. In that case of convergence of application and networks, fast Internet through broadband connectivity is demanded in order to stay up to date. Internet service provides data storage and application that can be downloaded are available with various mediums such as web 2.0 and it connects across stages. In relation to advertising and new media, there are so many advertisements were being provided through converge devices or new media such as in social media, youtube, google and yahoo.
“We cannot not communicate” – Watzlawick (1973)
Basically, media convergence is the process when new technologies accustomed by existing media and people can obviously see the alteration from old media to the new media (Dwyer, 2010). It is important to communicate with each other especially in media convergence world. They become the medium communicating between organization and individuals to public or other individuals due to information always got by communicating with others people or media. The improvement of varieties in programming, media convergence has three factors. The first is corporate of concentration that means fewer larger companies owned more and more media belonging. Next is digitalization where people can easily modified to use any moderates. The last is government regulation where allowed more conglomerates owned different kinds of media (Gasher, 2002). For example, Rupert Murdoch is the world’s second media conglomerate.
Furthermore, more and more people get used to the new media like Internet, laptop and mobile phone without leave the old media like television, radio and newspaper. By accessing to the new media especially mobile and others online media, means that people are able to arrange their everyday contacts and their private, leisure and work activities while on the move. For example, there are still many people who listen to radio in the real tool radio in the car or while driving or doing something else.
“Convergence is all around us” – Dwyer 2010
For example, people can use all of the applications in one smart phone just like Iphone. They are including camera, video call, radio, social media and absolutely with the help of Internet. Internet brings benefit to people’s life yet they do have disadvantages as well. People who use smart phones can get up-to-date information wherever they go because of the Internet again and they can easily check the latest news and information. Media will be so easy to see in one box like Ps3 yet Jenkins, H (2006) said that it is not going to happen because digital technology is a response to analogue’s shortcoming. The new media spread away so quickly based on the Iphone launched in China that was cancelled because of scuffles and the crowd of Chinese people there (BBC, 2012). For instance, people no longer watch or hear news only through television and radio, they do it online such as Australian news like ABC and SBS.
Advertising is changing quickly since there are many different media are available for communicating with customers. According to MsChesney (2001), Internet usage is increasing and becoming a part of public service. The digital convergence refers to the growth trend for using computer to deliver information. Because of that, more commercial and advertising are provided in Internet especially in social media, youtube, yahoo, google and many more. Advertising was appeared on television, radio, cinemas, newspaper, or even written on the sky and now it found the Internet that refers to the digital media convergence as a popular mediated. However, a significant percentage of newspaper and public service broadcasting publishing which all or part of them are commercial cable TV channels or commercial media (MsChesney, 2001). They also try to sell the customers to the advertisement and want more people to buy their products.
“Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales” – Kaufman
From the video above, as that can be seen there are so many advertising are shown on the video. There are at least five branded things including laptop (Vaio), television (Sony), parfume (Avril Lavigne), mobile phone (Sony Ericson) and many others. The video is actually sponsored by that organisation in order to advertise their brand name. Furthermore, youtube often have advertisement that automatically shown for about 10 second when we want to watch particular video. Advertising aims to get better understand that information sent creatively and persuasive approaches are changed by the impact of conversational interaction and social participation. They try to sell products and grab your attention by persuading you to have a desire of a particular product. There are also many interesting commercial videos or advertisement in the video on Youtube for example, BMW street racing (short film by Guy Ritchie) “Star” Madonna & Clive Owen.
There is a rise of popularity of search engine. It will be the most important development of informational advertising since it became internationally significant and nationally relevant to advertising media services and institution (Battelle cited in Spurgeon, L 2008). Google and Yahoo become so popular that is part of search engine. The term ‘Long Tail’ of the digital economy (Anderson cited in Spurgeon 2008) describes the command powerful of networked, informational economies that distinguish Web 2.0 media and e-commerce firms from industrial mass and niche media and markets. Yahoo started with the earliest profitable new media in 1998. It rapidly expanded as one of the first commercial search media that attract advertiser in the potential of the Internet as an advertising medium (online advertising). For instance, it recently adds new extensions such as Yahoo! Photos to video, video, music, blog, podcasting media and moved into aggregation and dissemination in mobile.
In conclusion, in this world that full of digital media even in advertising and other segments. The flow of Internet allows larger audiences and available almost everywhere since there is a wireless connection in every place that is more reachable than old media like television and radio.
Dwyer, T 2010, Media convergence, McGraw Hill, Berkshire, pp.1-23.
Jenkins, H 2006, Convergence culture, New York University Press, New York, pp. 1-24.
Kaufman, R 2004, ‘Advertising past, present and future’, viewed 30 August 2012, < http://www.turnoffyourtv.com/programsratings/advertising2004.html>.
Manovich, L 2001, The language of new media, MIT Press, Cambridge, Massachusetts, pp. 19-61.
Sheehan, K and Marrison, D 2009, ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world’, viewed 30th August 2012, <http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>.
Spurgeon, C 2008, Advertising and new media, Oxon, Routledge, pp.24-45.
Watzlawick, P, Beavin, JH & Jackson DD 1967, Pragmatics of human communication, Norton, New York.
Winston, B (ed.) 1995, How are media born and developed?, Dowling, J, Mohammadi, A (eds.), Questioning the media : a critical introduction, London, Sage pp. 54-74.
No author 2012, ‘Apple ends china iphone store sales after scuffles’, The British Broadcasting Corporation, 13 January, viewed 30 August 2012, <http://www.bbc.co.uk/news/business-16540681>.