Friday, August 31, 2012

Media Convergence Essay - Nathan Sweeney (42457254)

MAS 110 - Media Convergence Essay
Nathan Sweeney – 42457254

Discuss the phenomenon of digital media convergence in relation to one of the following: Advertising and new media or music video online. 

The process of new media convergence has stimulated a power shift from markers & advertisers into the roles of consumers. Trends of new media use (derived from this power shift) can then be used by firms as a means of individual consumer based marketing and advertising.

Although convergence in media has naturally been evident for decades, it is over the past 10 years in which emerging and “new technologies” have been “accommodated by exisiting media and commucation industries and cultures” (Dwyer 2010).
(Dwyer 2010) suggests TV audiences and as a result “advertising revenues are all in a slow decline”, which can be contributed to advancements in technological development. However this increasing trend may also act as the solution – as marketers and advertisers alike show increasing interest in expansion into online and mobile media.

This leaves an extraordinary and somewhat untouched and (possibly) boundless market space in which firms can exploit and target consumers individually through observation and tracing of their daily lives as powerful new media users. The privilege of media convergence is clearly evident through consumers using devices which “act as a gateway to a multiplicity of services” – services which act as a means of individual consumer marketing for advertisers (Dwyer 2010).

Berthon ETAL (2012) proposes three effects of the development of new media (or web 2.0) technology; including a shift in consumer activity from the desktop to the web, value production from the firm to the consumer as well as a power shift away from the firm to the consumer.
Access to new media authorizes consumer’s to take control of their everyday life; “organising contacts, personal, leisure and work activities while on the move” (Dwyer 2010). Consumers in today’s technologically driven and increasingly demanding media and communication market now don’t have to rely on logistical and geographical restrictions as “new media increases the versatility of human action” (Dwyer 2010).
As mentioned earlier all consumers have the ability to benefit from the ease of technology, however it is the ‘creative consumers’ whom are the locus of value in an increasingly new media environment.

Berthon (ETAL 2012) states “it is they (creative consumers) rather than firms; who produce much of the value-added content in social media” and further their networks with friends and family which constitute the ‘social’ facet. The significance of the modern day consumer and their affiliation with new media as a primary mode of communication is clearly underlined in this proposal. However it is the method in which marketers utilise this ‘social’ facet, which is the most significant.
Presented in the form of ‘Facebook page likes’ and ‘Google searches’; this acts as crucial independent consumer information in which advertisers and marketers alike may freely exploit in further developing a new media environment which consumers find “easily accessible” with “media content that was personally meaningful to them” (Jenkins 2006).
Wilken ETAL (2009) compares this environment to one of an ecosystem – “used to stand for equilibrium, resistance or resilience , diversity and adaptability” – a very clear indication of the potential for a thriving new media online marketplace.

Creative consumers project their power roles by participating in informal discussions through social and entertainment media websites and applications such as Facebook and YouTube. Consumers ‘vote’ or ‘like’ certain media and pages in order to express their opinion on social issues as well as influence popularity of artists and celebrities. One particular YouTube channel ‘The Needle Drop’ records and uploads album reviews; encouraging consumers to critique the video and have their opinion by suggesting their desired next review in the ‘comment box’.
By doing so, consumers are not just voicing their opinion – they now have the ability to influence the trends of new media and content in which passes through.

New media convergence has significantly affected the way in which we consume and contribute to a technological environment. Convergence has triggered a power shift from marketers and creators of technology into the roles of consumers – whom now have the ability to both consume and create media through the ease of their mobile phone device.
It is at this platform in which marketers and advertisers alike may exploit opportunities as they arrive through the now creators of media, the consumers.


Dwyer, T. (2010). Media Convergence. McGraw Hill. Berkshire. Pp 1-23

Jenkins, H. (2006). Convergence Culture: Where old and newe media collide. NY University Press.

Spurgeon, C. (2008) Advertising & New Media. Ozon Routledge, pp 24-45

Wilken, R & Sinclair, J. (2009). Waiting for the kiss of life: Mobile Media and Advertising.

Berthon, P. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

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