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.
Reference List
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>.
No comments:
Post a Comment