Convergent Media Essay: The
Phenomenon of Digital Media Convergence
in relation to Advertising & New
Media
Kirsty Judges
‘Discuss the phenomenon of digital media convergence in relation to Advertising & New Media. The essay should use at least one real-world example as a case study for
discussing digital media convergence. Use the lectures and readings on digital media convergence to provide the
context for more specific research on your selected week.’
Henry Jenkins defines
convergence as “the flow of content
across multiple media platforms, the cooperation between multiple media
industries, and the migratory behaviour of audiences who will go almost
anywhere in search of the kinds of entertainment experiences they want.” The
21st century phenomenon of digital media convergence in relation to advertising
and new media has seen a distinct shift in the way marketing efforts are
disseminated through increasingly fragmented and nomadic audiences. Through an
analysis of the decline of traditional television advertising methods and a
renewed emphasis placed on content branding, or embedded advertising in
television programmes and music videos as
well as viral advertising, it becomes evident that the advertising and
media industries have converged; identifying a number of opportunities which
have developed within the modern media sphere.
As the media industry
converges, traditional methods of television advertising are decreasing in
effectiveness. Television was once considered the heart of advertising, however
as consumers splinter across multiple new media platforms advertisers have required
revised marketing strategies. Embedded advertising, or content branding is a
process whereby advertisers implant their brand/message in specific television
shows, movies, music videos ect. This tendency to advertise through other media
platforms has arisen from the development of on-demand services. Sheehan
emphasis that “we no longer schedule our
lives around our favourite television show” indicating that consumers at
large are now fragmented, and advertisers cannot assume their consumption of
advertising efforts at a certain place or time. He describes how the “use of pull technology such as TIVO and
web-based programs makes it possible to avoid commercials aired”; epitomising
the obsolete nature of some traditional advertising methods. Although ‘event
television’ such as season finales and football grand finals still commands
massive audiences and is still a viable form of traditional advertising, scheduled
broadcasting is ever decreasing in popularity, therefore advertising efforts
have to adapt to be more individualised and accessible in a digitally converged
media sphere.
Advertisers nowadays are more
and more relying on methods such as viral advertising campaigns in order to
disseminate their advertising efforts, due to the ad hoc consumer behaviour
cultivated by new media. Viral campaigns are popular due to their ability to
spread over a range of media platforms and social networks in order to reach a
large consumer base, at a significantly lower cost than purchasing advertising
space. The 2007 advert released by Cadbury featuring a drum playing gorilla is
one example of the effectiveness of viral campaigns. The clip was first
released as a television commercial in the UK during the popular season finale
of ‘Big Brother.’ By utilising the crowd drawing ability of ‘event television’
the advertisement was able to be viewed by a number of consumers, who then took
advantage of digital convergence by uploading the clip to YouTube to be viewed
and shared around the globe. According to Steven M. Edwards “traditional advertising activities are
amplified through social media and come out the other end more powerful”;
this notion typifies social networks as
a crucial platform in the 21st century for advertisers to
disseminate information. The advertisement was soon downloaded and remastered
by many users, illustrating another key characteristic of 21st
century media consumers; as stated by Sheehan “many online consumers are not content with accessing and viewing...
consumers want to interact with message content by adding... or repurposing.” The media and
advertising industries are no longer bound by materiality, or focus on localised
markets; rather ‘global transmission’ through the World Wide Web and social
networking sites has rendered a trans-national audience highly accessible. Consumers
are now considered to be major media distributers, as media grows exponentially
through interconnected portals, allowing advertising efforts to reach a greater
number of culturally hybrid people at lower costs. Viral advertising is
just one modern method advertisers manipulate in order to “cut through the
clutter” and have their campaigns actively sought out by consumers over various
media platforms.
vs.
In addition, content branding
is another approach often adopted by advertisers in the 21st century
in order to overcome the phenomenon of increasingly fragmented and individual
consumers. Spurgeon describes consumers within a digitally convergent framework
as “increasingly distracted, distrustful
and disinterested” and suggests that “advertises
creatively embed messages in media flow.” ‘Masterchef’ is just one example
of this method; advertisers place their brand name and products in the show,
allowing them to manipulate the audience into believing they are the most
suitable products to use in the kitchen. The show advertises many different brands
including Masterfoods, Coles and Qantas; all through product placement, which
then are viewed by an average of two million viewers, six nights a week. This method
addresses another consumer characteristic described by Sheehan “consumers increasing reliance on word of
mouth and peer reviews for all manner of goods... has led to lack of
credibility for advertising among consumers.” The audience is led to
believe that the products are being ‘recommended’ by the hosts and contestants
of the show.
This method of embedded advertising is also evident in the music
industry through the manipulation of music videos, allowing advertising to
spread across sites such as YouTube and Facebook. Avril Lavigne’s music video for
‘What the Hell’ is a pertinent example of this; the clip features promotional
material for Converse, Abbey Dawn and Sony as well as a number of other companies.
Both examples demonstrate an increasing convergence between the advertising and
entertainment industries; a trend often termed the meeting of ‘Madison and
vine’ (Spurgeon). This is a mutually beneficial process which allows the
industries to sustain one another through product placement. The manipulation
of branded content is a prime example of how advertisers have overcome one of the
challenges of a convergent environment and exploited the opportunities of new
media in order to target a ‘new millennium market’ which is highly
differentiated, individualised and flexible.
In conclusion, the phenomenon
of digital media convergence in relation to advertising and new media has seen
a distinct shift in the way marketing efforts are disseminated through an increasingly
fragmented yet global audience. Advertisers in the 21st century aim
to either embed their messages in a range of media flows, such as television
and music videos or market virally so that audiences are more likely to seek
out the content in a world of ‘pull
technology.’ Hence, it is evident that in this modern media sphere there is
a range of challenges and opportunities facing the media and advertising
industries, however through a convergence of the two, both industries are able
to thrive and prosper.
References
Jenkins, H. (2006) Convergence Culture, New York University Press,
pp. 1-24
Sheehan, K &
Morrison, D. (2009) Beyond convergence: Confluence culture and the role of the
advertising agency in a changing world in First Monday, Vol 14 No 3.
Spurgeon, C. (2008) Advertising and New Media, Oxon, Routledge,
pp.24-45
YouTube. (2011). Avril Lavigne
- What The Hell. [Online Video]. 21 January. Available from: http://www.youtube.com/watch?v=tQmEd_UeeIk.
[Accessed: 29 August 2012].
YouTube. (2007). Cadbury's
Gorilla Advert Aug 31st 2007. [Online Video]. 31 August. Available
from: http://www.youtube.com/watch?v=TnzFRV1LwIo.
[Accessed: 28 August 2012].
YouTube. (2007). cadburys
gorilla plays nirvana. [Online Video]. 14 September. Available
from: http://www.youtube.com/watch?v=XgKtVFnsL-Y.
[Accessed: 28 August 2012].
YouTube. (2011). Masterfood Masterchef. [Online Video]. 03 July.
Available from: http://www.youtube.com/watch?v=ASAU7q9ypoM.
[Accessed: 29 August 2012].
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