The phenomenon of digital convergence in relation to advertising and new media;
Advertising through new media incorporates the role of
advertisers that “creatively embed their messages in media flows and
experiences that coveted consumers will then actively seek out” (Spurgeon 2008,
p.27). With reference to this idea the role of advertising through the
commercialization of new media can be further discussed. Further exploration of
this idea involves looking at the phenomenon of digital convergence which Dwyer
explains as “the ability of consumers to obtain multiple services on a single
platform or device” (Dwyer 2010, p.4). These key concepts will be further
discussed with reference to two real world examples; the BMW short film
advertising campaign and the Canon ‘World of EOS’ concept; both key examples of
creative advertising through new media that redefine the roles of advertisers
and consumers.
The phenomenon of digital convergence can be explained
through various contexts and meanings, which constantly refer to and are
influenced by new media and the changing roles of consumers. Dwyer recognises
the term media convergence as “the process whereby new technologies are
accommodated by existing media and communication industries and cultures”
(Dwyer 2010, p.2). Here the acceptance of new media brought together through
different platforms is what Dwyer recognises as a defining aspect of
convergence. Jenkins recognises the term convergence as “the flow of content
across multiple media platforms” (Jenkins 2006, p.2). Jenkins also discusses
the term media convergence with relation to the changing role of consumers and
that “convergence represents a cultural shift as consumers are encouraged to
seek out new information and make connections among dispersed media content”
(Jenkins 2006, p.2). This overriding concept of convergence, of the coming
together of different media and consumers is what will be further discussed in
terms of advertising and new media.
The effects of convergence can be further explored in
terms of the use of new media in advertising. Spurgeon discusses the increase
of advertising online, as a result of this growing trend techniques of
advertising have changed. Spurgeon points out that; “in less than a decade,
search engines have transformed into new, globally significant and,
increasingly, locally relevant, advertising-funded media services and
institutions” (Spurgeon 2008, p.25). The notion of a ‘search culture’ is in
response to the growing number of consumers online. This active nature of
audiences online constantly searching, requires advertisers to “creatively
embed their messages in media flow and experiences that coveted consumers will
actively seek out” (Spurgeon 2008, p.27). This new responsibility of
advertisers can be related to branded content. The idea of branded content is
related to the concept of ‘Madison and Vine’; referencing Madison Avenue in New
York and Vine Street in Hollywood, the concept is used to describe the
convergence of creative approaches. Through advertisers combining creative
capabilities a new audience is reached defining a new role for the consumer.
The concept of ‘Madison and Vine’ acts as a creative
response to the growth of search culture and branded content, this is what Spurgeon
recognises as branded entertainment. Its aim; “to contextualize brand images in
ways that are so appealing that consumers will seek them out for inclusion in
their personalized media and entertainment flows” (Spurgeon 2008, p.40). An
example of brand entertainment that Spurgeon discusses is BMW films, a series
of ads for BMW in the form of short films. “BMW films successfully brought BMW
into direct contact with a highly desirable demographic of affluent, young, new
media users, not easily reached by conventional advertising means” (Spurgeon
2008, p.40). BMW films through cinematic and captivating techniques of
advertising, “modelled convergence for the advertising and film industry”
(Spurgeon 2008, p.40). This example of brand building also supports Brasels ideas
of consumer behaviour that “when consumers are paying close
attention to a single media, it is frequently one that is highly interactive,
creating strong automatic visual biases in attention based on goal relevance”
(Brasels 2012, p.1). BMW films through effective advertising benefited from an
increase in sales, ultimately the goal of advertising. Through the convergence
of new media and advertising forms BMW films redefined consumer culture; by
actively seeking out participation of consumers the brand has become even more
recognised.
BMW films - 'The Hire - The Follow'
Another example of branded entertainment is the concept
of ‘The World of EOS’ introduced by Canon. Canon a leading brand of DSLR
cameras in Australia attempted through the creation of the ‘World of EOS’ “to
redefine the way people interact with the brand... (seeing not just) an
opportunity to focus on the technology of the camera but on the creativity of
photography as an art form” (Burnett 2011). Through the online community ‘The World
of EOS’ provides a multi channel platform acting as a ‘crossroads for
collaboration’. This provides a way for photographers both professional and
amateur to interact with each other and their audiences. Through sharing of
projects and collaborating of works ‘The World of EOS’ prides itself on its
participant’s becoming “not just a collaborator but an advocate for the brand”
(Burnett 2011). With reference to Sheehan and Morrison the collaboration of
consumers through the brand Canon is reflective of the capabilities of new
media. Allowing online consumers “to interact with message content by adding to
the content or re–purposing the content for new and different uses” (Sheehan
and Morrison 2009). This participatory culture of consumerism can again be
linked to Jenkins in that “audiences, empowered by these new technologies,
occupying a space at the intersection between old and new media, are demanding
the right to participate within the culture” (Jenkins 2006, p.25). Through
advertising and new media ‘The World of EOS’ is an example of the convergence
of technology and consumers, its success an indication again of the
possibilities of digital convergence.
Canon - 'World of EOS' (above)
Canon - 'World of EOS - "Photo five"' (below)
Convergence as an overarching concept of this discussion
explains the ‘coming together’ of different media forms across multiple
platforms. Discussed in terms of advertising and new media through the ‘BMW
short films’ and Canon ‘World of EOS’, convergence can be recognised in the
development of new advertising forms through new media. The ways in which
advertisers “creatively embed their messages in media flows and experiences
that coveted consumers will then actively seek out” (Spurgeon 2008, p.27)
reiterates the argument of this essay. The capabilities of consumers and
producers to collaborate across media platforms redefine the advertising
industry and converges the once separate roles to encompass a whole brand and
media culture.
Bibliography
Dwyer, T. (2010) Media Convergence,
McGraw Hill, Berksire, pp 1-23
Jenkins, H. (2006) Convergence Culture,
New York, New YorkUniversity Press, pp 1-24
Spurgeon, C. (2008) Advertising and New Media,
Oxon, Routledge, pp 24-45
Sheehan, K 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
August 2012
Brasel, A 2012, ‘How focused identities can help brands
face a changing media landscape’,
Business Horizons, vol. 55, no. 3, pp. 283-291, viewed August 2012
Jenkins, H 2004 ‘The Cultural Logic of Media
Convergence’, International Journal of
Cultural Studies, vol. 7, no. 1, viewed August 2012
‘BMW Films – The Hire – The Follow’, March 12, 2007,
viewed August 2012, < http://www.youtube.com/watch?v=rIHGT8vWleQ&list=LP1RXooi39-Oo&index=9&feature=plcp>
‘Canon – “World of EOS”’, March 8, 2011, viewed August
2012, < http://www.youtube.com/watch?v=Cdpjl1-Jrtg>
‘Canon – World of EOS – “Photo 5”’, November 21, 2010,
viewed August 2012, < http://www.youtube.com/watch?v=4ujHxPiFrP0>
Lisa Formby - 42884489
