tag:blogger.com,1999:blog-5908511323263649392024-03-22T04:48:54.951+11:00MAS110 Sem 2 2012 - Lab 09MAS110 MQhttp://www.blogger.com/profile/10437686413121799409noreply@blogger.comBlogger58125tag:blogger.com,1999:blog-590851132326364939.post-10328323069372873362012-10-17T08:56:00.001+11:002012-10-17T08:56:18.169+11:00Week 10 gamesRebuild<br />
http://www.kongregate.com/games/sarahnorthway/rebuild<br />
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Hands of War 2<br />
http://www.kongregate.com/games/Djugan/hands-of-war-2-expanded-edition<br />
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The Dreamhold<br />
http://eblong.com/zarf/zweb/dreamhold/<br />
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Castaway 2<br />
http://www.kongregate.com/games/likwidgames/castaway-2<br />
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London Road<br />
http://varytale.com/books/book/fox-london-road/info/<br />
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Choice of the Dragon<br />
http://www.choiceofgames.com/dragon/
Ben Abrahamhttp://www.blogger.com/profile/04146790136740709664noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-16552953916715864022012-10-12T16:29:00.000+11:002012-10-12T16:29:01.084+11:00Photo Essay - Edward Midgley 42410363<iframe allowfullscreen="allowfullscreen" frameborder="0" height="360" src="https://www.youtube.com/embed/g6NkDDegDt0?rel=0" width="640"></iframe><br />
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"Nature Breaks"<br />
My Photo
essay captures the unique nature of weeds and the urban environment. Inspired by the blog "Guerilla Gardening" and their mission to take photographs of beautiful plant life imposed into the Urban environment. With the assignment condition needing to be original I took it one step back and just looked at how weeds and plants manage to break through the oppressive and almost impassable human designed structures such as concrete and brick. This photo essay gives an insight into plants that we consider a pest but when analyzed on a deeper level show the power of nature. The insignificance of these small things is blown away when we see the allegory for society
and our ambition for growth past immense challenges. <br />
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I took these photos around my local area both from my own garden which I had let grow for this assignment, and local roads and parks. My favourite photo is a single strand of grass poking out of concrete next to a drain and I think it really captures the point of my video. <br />
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Blog Cited:<br />
<a href="http://www.guerrillagardening.org/">http://www.guerrillagardening.org/</a><br />
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Music:<br />
Gold Lining - Broke For FreeAnonymoushttp://www.blogger.com/profile/17473015576055328765noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-71113171205604441042012-10-12T15:57:00.001+11:002012-10-12T15:57:59.431+11:00Dylan Crowther and Robbie Coy photo essay.'The Significance of the Insignificant'<br />
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<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 14px;">In line with the notion of the ‘everyday aesthetic’, ‘The significance of the insignificant’ seeks to illustrate the relativity of significance and ultimately, the beauty and meaning inherent in ‘everyday’ items, locations and surroundings. As such, we chose to examine the overlooked in order to demonstrate that each whilst to one observer an everyday item is no more than trash, to another it holds an aesthetic appeal, or represents a subjective memory. This concept was furthered through each of our choice of shots; a table setting left behind, an old discarded sock, a lover's forgotten inscription. Each of these ‘everyday’ insignificant items ironically houses an aesthetic beauty due to the significance they hold to someone, thereby relating to the concept of the ‘everyday aesthetic’. The use of contrasting throughout our piece serves to illuminate the aforementioned ideal, so as to transform the ‘everyday’ into an aesthetic representation of the hidden significance of the insignificant. Thus, this piece reflects the notion of the ‘everyday aesthetic’, transforming disregarded ‘trash’ into the symbol of a treasured memory.</span><br />
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<a href="http://www.youtube.com/watch?v=voIyKy9FAkw&feature=youtu.be">http://www.youtube.com/watch?v=voIyKy9FAkw&feature=youtu.be</a><br />
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Dylan Crowther and Robbie Coy.Dylan Crowtherhttp://www.blogger.com/profile/13017796617256378993noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-16547787838862243762012-10-12T15:03:00.002+11:002012-10-12T15:14:18.787+11:00Photo Essay: "Tea" - Joseph Sheehan 41460219<div class="separator" style="clear: both; text-align: center;">
<br /><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/V851SvSlaoE?feature=player_embedded' frameborder='0'></iframe></div>
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<b>Rationale</b><br />
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My photo essay is based around the concept of “tea time” and its conventions. It features everyday objects associated with this concept, such as cups, saucers, teaspoons and kettles as well as food items and condiments.<br />
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This collection reflects Murray’s notion of the “everyday aesthetic”, including “autobiographical references that either hint or blatantly refer to their creator’s home life” (2008, 155), moments which are “fleeting” and “immediate” (151) rather than anything especially special or memorable, with a “low-end look” (160) of imperfect focus and haphazard composition.<br />
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I have prepared afternoon tea and taken photos at random moments throughout the process to create a sense of improvisation, often capturing objects where they lay in a disorganized manner, further contributing to the idea of fleeting moments of everyday life which are mundane and not “staged”. This photo essay invites the viewer to take a closer look at these mundane objects and the actions that involve them, and appreciate their significance in everyday life, particularly as a connection to heritage for those of British and Irish descent.<br />
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<b>Works Cited</b><br />
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Murray, Susan. 2008. "Digital Images, Photo-Sharing, and Our Shifting Notions of Everyday Aesthetics." <i>Journal of Visual Culture</i> 2008 (7): 147-163.<b></b><br />
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<b>Music</b><br />
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Cis_Minor, "Romantic, modern waltz in the style of Yann Tiersen (Amelie)", 2012, Used under a Creative Commons 3.0 License [<a href="http://ccmixter.org/files/Cis_Minor/38993">http://ccmixter.org/files/Cis_Minor/38993</a>]Anonymoushttp://www.blogger.com/profile/15657851767984158351noreply@blogger.com0Collaroy NSW, Australia-33.7319791 151.3005601-33.745184599999995 151.2808191 -33.7187736 151.32030110000002tag:blogger.com,1999:blog-590851132326364939.post-14629971485580209922012-10-12T14:41:00.003+11:002012-10-12T14:41:53.217+11:00Assessment 2: Photo Essay - Shannon Peters 41198484<div class="separator" style="clear: both; text-align: center;">
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<b><span style="font-size: x-large;">His and Her's - Photo Essay</span></b></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/ME8SU0TsaPc?feature=player_embedded' frameborder='0'></iframe></div>
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<span style="font-size: large;"><b>Rationale</b></span></div>
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The above video follows the theme of pairs with a sub-theme
of romance in the everyday, it attempts to find the ‘beauty in the mundane’
(Murray 2008 pg. 155), the sentimental value in the ordinary. Objects of little
significance around the house such as shoes are paired as part of a couple to
show the photographer’s fleeting emotional response to them in their everyday life
as Murray (2008) indicates the most popular images are usually personal. </div>
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The choice of music relies on the viewer feeling the ‘emotional
reality’ of the images (Frith 1984 pg. 83) as well as the viewer’s ‘subjective reaction’ (Frith 1984 pg. 86) to
the images, hopefully the viewer will be able to connect the everyday items
with memories of their own past and current relationships. A piano score was
chosen as ‘the piano now is played to connote the piano then’ (Frith 1984 pg.
82), a period of classic romance and provides the images with their sub-theme. </div>
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As suggested by Murray (2008 pg. 154) photographs do not ‘create
eternity’ and so the images are preserving only a feeling in time and as
discussed by Murray (2008) a sense of loss is evoked in response to images. Also suggested was the ‘temporariness’ (Murray
2008 pg. 155) of the images and so the images are organised from room to room with
a constant and fairly quick stream of differing items replacing the last set, the
viewer continuously being exposed to different and similar kinds of pairs hopefully
achieving a sense of motion as described by Murray (2008). </div>
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This motion is central to the video as it highlights the way
in which we now consume images, fast, self referential and en mass. Singular images are no longer paused upon but
large amounts of images are assessed as a whole and this video attempts to
convey this. </div>
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<b><span style="font-size: large;">References: </span></b></div>
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Frith S 1984, Mood Music: An inquiry into narrative film
music, <i>Screen</i>, vol. 25, no.3, pg.
78-88, viewed 31 January 2012, <a href="http://screen.oxfordjournals.org/">http://screen.oxfordjournals.org</a>
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Murray S 2008, Digital images, photo sharing, and our
shifting notions of everyday aesthetics, <i>Journal
of Visual Culture</i>, vol. 7, no. 2, pg. 147-163, viewed 24 July 2008, <a href="http://vcu.sagepub.com/content/7/2/147">http://vcu.sagepub.com/content/7/2/147</a><u><o:p></o:p></u></div>
Anonymoushttp://www.blogger.com/profile/12763783087998444739noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-77447889697635981072012-10-12T13:55:00.003+11:002012-10-12T13:55:45.171+11:00MAS110: Suburb in Decay By: Natalia Mierzwa 43052258<div style="text-align: center;">
<iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/06ppGx0oA6A" width="560"></iframe>
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<span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">The
choice of the theme “Suburb in decay” with the sub-theme of colour and textures
was influenced by the everyday aesthetics.</span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana; mso-fareast-font-family: Cambria;"> The objects found in the photo essay shifts
the engagement with the everyday image as it reflects the beauty found in the
‘worn and torn’ that is often overtime neglected things in life that are left
unnoticed. It also provides an immediate display of discovery and framing of
the mundane that has been captured in the essence of this assignment. </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">I choose various objects to photograph such as decaying
walls, paint wearing off stairs, cracks on the road, doors and fences to key in with
the theme of authentic decay in the structural elements. </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana; mso-fareast-font-family: Cambria;"><o:p></o:p></span></div>
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<span style="font-family: Arial;">The photographs are </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: "Baskerville Semibold"; mso-bidi-font-size: 16.0pt;">intentionally juxtaposed with
another as they are placed in a particular way that </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana; mso-fareast-font-family: Cambria;">will aim to draw the viewer’s attention to the
variety of the objects colours and textures that I have tried to display. </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: "Baskerville Semibold"; mso-bidi-font-size: 16.0pt;"> </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Overall
the emotion evoked by </span><span style="font-family: Arial; mso-bidi-font-size: 13.0pt;">the choice of music is “hauntingly” beautiful as the </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: "Baskerville Semibold"; mso-bidi-font-size: 16.0pt;">electronic textures and not persistent beat is used to create or enhance
a mood in what is up to the viewer to feel. </span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">The fast passed beat has also helped tie the images
quickly in a 30 second timeslot. Hope you enjoy! </span><span style="background: #EBEBEB; font-family: Arial; mso-bidi-font-size: 13.0pt;"><o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana; mso-fareast-font-family: Cambria;">Music:<o:p></o:p></span></div>
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<span style="font-family: Arial;">Baths (2011)</span><span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana; mso-fareast-font-family: Cambria;"><o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: Arial; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 28.0pt;">‘♥’<o:p></o:p></span></div>
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<span style="font-family: Arial;">Creative Commons licence:
Attribution Non commercial ShareAlike (3.0) licence <o:p></o:p></span></div>
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<span style="font-family: Arial;"><a href="http://soundcloud.com/k-266/baths">http://soundcloud.com/k-266/baths</a><o:p></o:p></span></div>
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<span style="background: white; font-family: Arial; mso-bidi-font-size: 16.0pt;">Murray, S 2008, 'Digital Images, Photo-Sharing, and Out
Shifting Notions of Everyday Aesthetics', <i>Journal
of Visual Culture,</i></span><i><span style="font-family: Arial;"> </span></i><span style="background: white; font-family: Arial; mso-bidi-font-size: 16.0pt;">August, vol. 7(2), pp. 147-163.</span><span style="font-family: Arial; mso-bidi-font-size: 10.0pt;"><o:p></o:p></span></div>
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<br />Anonymoushttp://www.blogger.com/profile/03545793737189863268noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-3746363571290494902012-10-12T10:14:00.001+11:002012-10-12T14:12:40.453+11:00MAS110 Photo Essay: 'Doors' by Alice <br />
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<span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;">The introduction of new media forms, particularly digital photography, have given the average consumer a new sense of immediacy within photography; with participants now possessing the ability to incorporate photo-taking into their everyday lives rather than just at certain events. Both a cultural and technological compound of contemporary life, the ever-growing focus on urbanisation, realism and the mundane aspects of living, is a key trend in photography - one in which my Photo Essay ‘Doors’ reflects. </span></span></div>
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<span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;">Creating a barrier between the outside world and the individual home, doors provide a sense of protection to home-owners which is often overlooked. Their function vastly unacknowledged, doors in spite of their potential as abstract artworks, remain continuously open and shut without notice. A forgotten yet integral part of our daily lives, doors are merely considered an ordinary tool for owners. Coinciding with this notion, the images in my photo essay are placed in a certain pattern to reflect this relationship with the owner - with the best doors beginning my piece and the worst concluding it. Documenting this deterioration of the everyday object proved key in reflecting how much doors are disregarded as simply part of the everyday. </span></span></div>
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<span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;"> Through my collection of images and the use of key iPhoto and iMovie effects, my piece aims to portray doors as integral to the everyday aesthetic. The use of music with a historic impression represents the timelessness of doors, serving a key purpose within society for hundreds of years. </span></span></div>
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<span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;"><u style="font-weight: bold;">Attribution of Creative Commons Music:</u> </span></span></div>
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<span style="letter-spacing: 0.0px;"><span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;">Red Hook Ramblers (2011)</span></span></span></div>
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<span style="letter-spacing: 0.0px;"><span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;">'Apple Pie' </span></span></span></div>
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<span style="letter-spacing: 0.0px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;">CC BY -NC -ND 3.0</span></span></div>
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<span style="letter-spacing: 0.0px color: #000000;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;"><div xmlns:cc="<a href="http://creativecommons.org/ns#"><span style="letter-spacing: 0.0px; text-decoration: underline;">http://creativecommons.org/ns#</span></a>" xmlns:dct="<a href="http://purl.org/dc/terms/"><span style="letter-spacing: 0.0px; text-decoration: underline;">http://purl.org/dc/terms/</span></a>" about="<a href="http://freemusicarchive.org/music/Red_Hook_Ramblers/Live__WFMU_on_Antique_Phonograph_Music_Program_with_MAC_Feb_8_2011/Red_Hook_Ramblers_-_08_-_Apple_Pie"><span style="letter-spacing: 0.0px; text-decoration: underline;">http://freemusicarchive.org/music/Red_Hook_Ramblers/Live__WFMU_on_Antique_Phonograph_Music_Program_with_MAC_Feb_8_2011/Red_Hook_Ramblers_-_08_-_Apple_Pie</span></a>"><span property="dct:title">Apple Pie</span> (<a rel="cc:attributionURL" property="cc:attributionName" href="<a href="http://freemusicarchive.org/music/Red_Hook_Ramblers/"><span style="letter-spacing: 0.0px; text-decoration: underline;">http://freemusicarchive.org/music/Red_Hook_Ramblers/</span></a>">Red Hook Ramblers</a>) / <a rel="license" href="<a href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><span style="letter-spacing: 0.0px; text-decoration: underline;">http://creativecommons.org/licenses/by-nc-nd/3.0/</span></a>">CC BY-NC-ND 3.0</a></div></span></span></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: small;"><i>Youtube link for bigger screen:</i><span class="Apple-style-span" style="color: #3100b0;"> http://www.youtube.com/watch?v=wu73ZE3rbNk&feature=g-upl </span></span></div>
</span></div>
Anonymoushttp://www.blogger.com/profile/14173433279907376268noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-90569069046390474342012-10-12T01:59:00.000+11:002012-10-12T01:59:13.303+11:00photo essay by Laura zhang 43014941<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/KuZW3vV5ig0?feature=player_embedded' frameborder='0'></iframe></div>
<br />
<br />
<div class="MsoNormal" style="line-height: 200%;">
<span lang="EN-US">Something will
small and may ignorant is the part of “everyday aesthetics”. The theme of my
photo essay is a about street which is people touched in everyday but not pay
attention to it. The video demonstrate the different views form streets, by the
way I use letter to help audiences to understand what I want to say in the
photo. Although, street is a universal views in people’s life, yet, there are
many histories happened in there. Each of streets has their own culture and
unique name. Actually, sometimes which is brought unforgettable memories is not
only about street, but also about someone where living in the street. The photo
essay focus on demonstrating “everyday aesthetics”, I try to make some links in
my photos so that audiences can understand my idea. The idea of my video is
about street, it like a person to describe themselves history. 24 images
reflect the daily life of people in the streets that is the most nature and
universal ways to tell audience what is the beauty in the society. I capture
images from city and quite street near my house. Even more I collect many street
pictures in different perspective, such as rainy, snow, sunny and cloudy. The purpose
of this which is demonstrate street in comprehensive.</span></div>
<div class="MsoNormal" style="line-height: 200%;">
<span lang="EN-US">Music name: make
you feel my love</span></div>
<div class="MsoNormal" style="line-height: 200%;">
<span lang="EN-US">By: Jon Peter
Lewis </span></div>
<div class="MsoNormal" style="line-height: 200%;">
<br /></div>
<div class="MsoNormal" style="line-height: 200%;">
<span lang="EN-US">Student No: 43014941</span></div>
Anonymoushttp://www.blogger.com/profile/06856881857974222403noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-19402414023014876322012-10-12T00:51:00.002+11:002012-10-12T00:51:31.722+11:00Assignment 2: "Bad Parks" by Eleanor Sanderson (42879302)<br />
<div class="separator" style="clear: both; text-align: center;">
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<h2>
Bad Parks</h2>
<h3>
by Eleanor Sanderson (42879302)</h3>
<div class="MsoNormal">
The theme for this photo essay is ‘Bad Parks’ – something we
see every day and quietly chuckle over but never give any greater consideration
to. I have defined a bad park as being a car parked in an illegal location, at
an odd angle, off the curb or not within the prescribed space. I was drawn to
this theme because I only recently have finally gotten around to getting my P
Plates. I now have discovered that weird joy you get when you actually make a
good park and the smugness that comes with observing others’ bad ones. It is a
simple pleasure that you happen upon by accident. There is no need to seek it
out, it is simply found in the everyday, an underappreciated and everyday
bringer of joy. In my use of the Ken Done effect I have tried to emphasise the
exact point that makes the park seem bad in the same way that my eyes would see
it, whether drawn first to the mistake or bigger picture. Image transitions are
at times snappy and image viewing is not long but isn’t this how we view the
subject in real life? A quick peripheral glance, a smile and then continuing on
with our day, satisfied with the knowledge that at least we can park better
than that person (the irony being that my own parking effort does at one point
feature in this video, and it was <i>not</i>
a set-up).<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I decided to play on the everydayness of the theme by
picking music and editing the photos in such a way that would create an
ethereal, nostalgic effect. This effect juxtaposes with the subject which is
mechanical, a product of the modern age and hardly a catalyst for reflexivity. Thus,
I have edited the photos using vintage and vignette effects and played with the
light to create a golden light. I enhanced the sharpness of the image to make
the subjects appear distinct within their setting at the same time. The music
chosen is ambient. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<b><u><i>Music Attribution:</i></u></b> Beatlove, “Sensation” October 10, 2012
via Free Music Archive, Creative Commons Attribution – Non-commercial – No
Derivatives.<br />
<div class="MsoNormal">
<o:p></o:p></div>
<br />Elliehttp://www.blogger.com/profile/05129338568117084371noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-32315905652633769732012-10-11T22:55:00.000+11:002012-10-11T22:57:12.800+11:00<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span class="Apple-style-span" style="color: blue; font-size: large;"><b>Rebecca LeBas (42872782) And Nicolas Mulder (42895421)</b></span></span><br />
<span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: x-small;"><br /></span>
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</span><br />
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span lang="EN-US"><b>Rationale:</b></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12pt;">
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span lang="EN-US">For the photo essay, our theme regarded “Houses” and the sub theme of roof-tops. My partner and I were inspired
by the everyday architecture that houses and roof tops provide in shaping our
society. Houses and roof-tops also provide a gateway into the public life from
the private sphere. Individuals sub-consciously leave their private life to
commence daily life duties in the public realm. In fitting with the notion of
‘everyday aesthetic’, we believed our theme of houses and sub theme of roof-tops
were perfect because everyone sees it in their day to day life; and doesn’t
stop to question it.<o:p></o:p></span></span></div>
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">
</span><br />
<div class="MsoNormal" style="margin-bottom: 12pt;">
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span lang="EN-US">As Susan Murray stated in her writings regarding
shifting notions of everyday aesthetics, “Photography is no longer just the
embalmer of time…but rather a more alive, immediate, and often transitory
practice/form.” (2008, p.1) My partner and I considered both the functionality
of roofs and aesthetic appeal and how it largely goes forgotten. We wanted to
capture the architectural elements of various styled houses in Suburban Sydney.
Using a DSLR, we were able to capture the everyday aesthetic of houses and
roof-tops.<o:p></o:p></span></span></div>
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">
</span>
<br />
<div class="MsoNormal" style="margin-bottom: 12pt;">
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span lang="EN-US">Our photography like Flickr is inspired by the
everyday motive; an “…immediate, rather
fleeting, display and collection of one’s discovery…” (Murray, 2008, p.1) As
amateur photographers, my partner and I found inspiration in the spontaneity of
driving around suburbia; sourcing photos of various period style house and roof
tops in areas of Beecroft, Carlingford and Cheltenham. <span class="Apple-style-span" style="font-size: large;"> </span><span class="Apple-style-span" style="font-size: large;"><o:p></o:p></span></span></span></div>
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">
<b><span lang="EN-US"><b style="font-size: x-large;"><span lang="EN-US"><br /></span></b>
References:</span></b></span><br />
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br /></span>
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Murray, S (2008) Digital Images, Photo-Sharing,
and Our Shifting Notions of Everyday Aesthetics. Journal of Visual Culture
August 2008 vol. 7(2). 147-163.</span><br />
<div class="MsoNormal" style="margin-bottom: 12pt;">
<br /></div>
<!--EndFragment--></div>
Rebecca Lebashttp://www.blogger.com/profile/14169899345523292248noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-9685201657571954152012-10-11T21:42:00.001+11:002012-10-11T21:42:08.299+11:00MAS110 Photo Assignment-Ellen Stacey 42912083<div class="separator" style="clear: both; text-align: center;">
<br /><br /><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/mmmZKAogQkY?feature=player_embedded' frameborder='0'></iframe></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<u>Rationale</u><br />Hidden Street Art is the often over-looked art that can be found in the streets, on walls, on doorways and benches throughout the world. Earlier this year I traveled to Melbourne, and saw examples of such street art around the city. The street art varied in its depth and complexity, but some was obviously done by talented artists wishing to showcase their talent to the general public. When I came across art in different locations, I realised that such great beauty was posted over walls in laneways and quiet streets and that it was highly probable that many people would not even know it was there. Unless people lived nearby or had reason to walk past it on a regular basis, it could go unnoticed. Passers-by could also overlook the depth of artistic talent, seeing it as little more than graffiti, or as an eyesore in an otherwise ‘tidy’ environment. The effort and talent that has gone into some of these works goes unappreciated so often, so I wanted to showcase this in my video. Many people don’t ever get a chance to see some of the amazing work on offer, free to view. <div>
<br /></div>
<div>
Ellen Stacey 42912083</div>
Anonymoushttp://www.blogger.com/profile/07183572827312327162noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-53898154600478863912012-10-10T16:20:00.001+11:002012-10-10T18:39:46.699+11:00Lights By Sonia And Tiegan<span class="Apple-style-span" style="color: #333333;"> <!--[if gte mso 9]><xml> <o:OfficeDocumentSettings> <o:AllowPNG/> </o:OfficeDocumentSettings> </xml><![endif]--> <!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>JA</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:EnableOpenTypeKerning/> <w:DontFlipMirrorIndents/> <w:OverrideTableStyleHps/> <w:UseFELayout/> </w:Compatibility> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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<span class="Apple-style-span" style="color: #333333;"><span lang="EN-US" style="font-family: Verdana; line-height: 200%;"><o:p><span class="Apple-style-span" style="font-size: x-large;">LIGHTS BY SONIA AND TIEGAN </span></o:p></span></span></h2>
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<span class="Apple-style-span" style="color: #333333;"><span lang="EN-US" style="color: #262626; font-family: "Lucida Grande"; line-height: 200%;">Small and mundane aesthetics surround us every day, usually with little regard or appreciation. Despite each object being a creation; a representation of beauty and purpose, it often goes unnoticed due to the fast paced society we live in. Light, which governs our use of space and time and the way we live our lives cannot always be natural. Artificial light, in the form of electricity is a human construct and has broadened our opportunity see, in otherwise darkness. Light surrounds our daily actions but is often taken for granted. Through our collection of images, we have aimed to express different sources of light, from natural to artificial fixtures. We portray not only how the mundane can be transformed to be something beautiful but how these different sources and fixtures are art forms that expose and store light which we would have a lot of trouble living without.</span><span lang="EN-US" style="font-family: Verdana; line-height: 200%;"><o:p></o:p></span></span>
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<span class="Apple-style-span" style="color: #333333;"><span lang="EN-US" style="color: #262626; font-family: "Lucida Grande"; line-height: 200%;">Sonia Kovacevic -</span><span lang="EN-US" style="color: #262626; font-family: "Lucida Grande"; line-height: 200%;"> </span></span><span class="Apple-style-span" style="color: #333333; line-height: 14px;">42884306</span></div>
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<span class="Apple-style-span" style="color: #333333; line-height: 14px;">Tiegan Scully - 42774012</span></div>
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<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/05552600121007291705noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-38380229520383294332012-10-10T16:16:00.002+11:002012-10-10T16:16:39.378+11:00MAS110 Photo Essay Rationale, Isabel Pamatmat 42852080 and Matija Simic 41482034<br />
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Intricate Details</div>
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The predominant theme of our video 'Intricate Details' is the everyday aesthetics of doorknobs. Our sub-theme is the concept of 'wear and tear' and the intricate aspects that are associated with this object, which gradually deteriorate over time. The focus of this video is to draw attention to the mundane objects that are overlooked in everyday life (Murray 2008). The 'wear and tear' aspect of the doorknobs is emphasised in the video by the lines, cracks, paint, grime and rust of this object. These aesthetics symbolise the inherent characteristics of a household ageing throughout time, aesthetics which are largely overlooked in our everyday lives. </div>
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References:</div>
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Murray, S. 2008. 'Digital Images, Photo-Sharing, and Out Shifting Notions of Everyday Aesthetics'. In <i>Journal of Visual Culture, </i>August 2008, vol. 7(2), pp. 147-163. </div>
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<div style="font: 16.0px Times; margin: 0.0px 0.0px 0.0px 0.0px;">
By Isabel Pamatmat 42852080 and Matija Simic 41482034 </div>
Anonymoushttp://www.blogger.com/profile/09227345003489323450noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-36779206881038722152012-10-10T10:55:00.002+11:002012-10-10T10:57:06.361+11:00Joel Evans (42868416) And Olivia Dent (42471346)<div style="text-align: center;">
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<h3>
Rationale: </h3>
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<span style="color: #1a1a1a; font-family: Arial, Helvetica, sans-serif; mso-bidi-font-family: Times;">The concept of the 'everyday aesthetic' is centered on mundane
items that are used or encountered everyday, but largely go unnoticed (Murray,
2008, 155). For our photo essay we focused on "more of a fascination with
the process of compilation and comparison"(Murray, 2008, 155) rather than
"narrative coherence" (Murray, 2008, 155). <o:p></o:p></span></div>
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<span style="color: #1a1a1a; font-family: Arial, Helvetica, sans-serif; mso-bidi-font-family: Times;">The theme of our photo essay is technology; the sub theme that
we are focusing on is electronics, as we thought it would be exciting and
interesting to experiment with. We believe it fits Murray's concepts of amateur
photography and 'everyday aesthetics', as electronics are a major aspect of
everyday life and largely go overlooked. Few notice electronic devices until
they either malfunction or a new and improved model has been made available. By
placing images with similar subjects side by side we maintained the 'everyday
aesthetic' theme throughout the photo essay. <o:p></o:p></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #1a1a1a; mso-bidi-font-family: Times;">From buttons on keyboards, cables and wires to USB's we thought
it would be interesting to experiment with different angles, lighting and other
techniques to create our photo essay centered on electronics. As mentioned
above we adhered to the notion of 'everyday aesthetic'. An example of this in
our photo essay is image nineteen, which has a focus on the cords. These are
highlighted by natural lighting and draws the eye of the viewer to the cords,
which would normally go overlooked. </span><o:p></o:p></span></div>
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<h4>
<span style="color: #1a1a1a; font-family: Arial, Helvetica, sans-serif; mso-bidi-font-family: Times;">References: </span></h4>
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<div style="margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Murray, S (2008) Digital Images, Photo-Sharing, and Our Shifting Notions of Everyday Aesthetics. Journal of Visual Culture August 2008 vol. 7(2). 147-163.</span></div>
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<br /></div>
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<span style="color: #1a1a1a; font-family: Times; mso-bidi-font-family: Times;"><b>By Joel Evans: 42868416 and Olivia Dent: 42471346</b></span></div>
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Anonymoushttp://www.blogger.com/profile/18058214941343464636noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-65475463190176101332012-09-01T01:13:00.001+10:002012-09-01T01:13:40.038+10:00Advertising and New Media - Natalia Mierzwa 43052258
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Advertising and New Media <span style="mso-spacerun: yes;"> </span></span></b><span style="font-family: Calibri; font-size: 10.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Natalia
Mierzwa 43052258</span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal" style="text-align: center;">
<i style="mso-bidi-font-style: normal;"><span lang="EN-US" style="font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-hansi-theme-font: major-latin;">“Discuss the
phenomenon of digital media convergence in relation to Advertising & New
Media” <o:p></o:p></span></i></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;"><span lang="EN-US" style="font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-hansi-theme-font: major-latin;"><span style="mso-spacerun: yes;"> </span></span></i><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></i></b></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Digital media convergence is the process
whereby new technologies are accommodated </span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">by existing media and communication
industries (Jenkins 2006). This phenomenon and merging together of online media
</span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">has provided companies to explore
new and creative ways of sharing product information within digital media
platforms</span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"> (Dwyer
2010).</span><span lang="EN-US" style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">In the advertising industry, digital
media convergence has heavily impacted the area of online multimedia and social
networking in the contemporary world </span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">as
opposed to being limited to traditional media such as newspapers, TV and radio (</span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Jenkins 2006). </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">This essay will explore the extent on how digital media
convergence has lead to the exponential growth of advertising in search engine
websites; social networking websites and how advertisers encourage the
formation of consumers to create viral content for consumers to access around
the world. Consumers in the contemporary context are nomadic in nature in that
they have are no longer confined in one place due to a shift in media
platforms. </span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Search
Engines such as Google has become one of the fastest growing segments of online
advertising, many of which were not possible before (Banister 2004). The Google
search engine allows a user to refine their search and find a piece of
information they were looking for. This form of new media advertising involves</span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"> placing related advertisements in the
form of banners or hyperlinks reflective to that of the search inquiry of the
individual. According to Jenkins 2006,</span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> this form
of advertisement has become a key element in e-commerce. </span><span style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"><span style="mso-spacerun: yes;"> </span><span lang="EN-US">Online search engines advertisements</span></span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Georgia; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"> can also benefit smaller business as the can pay to
advertise the business, on the top of searched pages. Along with search
engines, generated websites such as </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><a href="http://www.livingsocial.com.au/">www.livingsocial.com.au</a> utilise incorporating
new media as a way to advertise and benefit from targeting local consumers.
This platform makes it the ultimate place for small advertisers in local areas to
generate online special promotions, which effectively compete with larger
competitors. Using your email, or browse through different categories and even
share with other users on Facebook and Twitter is a reflects of different media
content on this website. </span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">This form of advertising effectively demonstrates how advertising has
successfully combined together with the Internet and businesses in terms of effective
marketing.</span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Online broadcasting sites such as YouTube utilise
convergence by </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">enabling
the broadcast of digital media that ultimately creates new opportunities for
advertisers. YouTube kick-started the user made video phenomenon, becoming the
world’s number one site for online video streaming generating over 800 million
unique users visits each month (YouTube 2012). </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Thus,
Consumers are creating content that allows them to see whatever they want,
whenever and on which ever screen (Woods 2012). </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">With reference to the amount of hits
YouTube generate a month, it is evident that YouTube is an ideal location for
advertisers to promote their product in terms of new media.<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">In
addition, </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Banister 2004 states that the Internet has
rapidly became a locus of user created content. Appropriating original and
mashes of copyrighted materials such as online video advertisements is an
example of “procosumerism” in which has become highly anticipated by users to
create a response to viral videos on YouTube (Collins 2010). </span><span lang="EN-US" style="color: #131313; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-hansi-theme-font: major-latin;">User generated videos are more enjoyable
at grabbing consumers attention instantly, while also providing a compelling vehicle
for advertisers to utilise into marketing communication (Maymi 2012). </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">An example of a ‘Parody’ video would be the recreation of a ‘voice-over’
of the latest iPhone 4 ad situated below. This advertisement starts off as a
usual commercial but then integrates into jargon, which is a immediate form of
short entertainment for users to then share virally. </span><span lang="EN-US" style="color: #131313; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-hansi-theme-font: major-latin;">In general with using both type of videos, professional and consumer
generated will ultimately generate improvement in the communication of the
intended message.</span></div>
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<span lang="EN-US" style="color: #131313; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-hansi-theme-font: major-latin;"><br /></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Moreover, social networking sites such as </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">Facebook and Twitter enable users to
connect with others through an overabundance of media forms to share. In
today’s context, </span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">consumers
are less brand–loyal than ever before and pay more attention to the
recommendations of friends and family than they do to marketing messages (Sheehan
2009). This possesses an opportunity for advertisers to invest in other forms
of digital media convergence platforms, in a way that will differentiate itself
from other companies. </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">Sheehan
2009 argues that advertisers must recognise </span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">confluence culture and consider new techniques that
allow consumers to be participants in the creation and distribution of
messages. As the video below suggests, Tiger Airlines </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">had recently </span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">repositioned itself through a new advertising campaign
that incorporated a plane load of interested Facebook fans to take part in the relaunch
of the airline. </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">This
interaction with its Facebook fans made it a successfully effective attempt at
the participation of the new airlines message “fun, colloquial, honest and
real” (mUmBRELLA 2012). As you can see from the ‘Behind the scenes video’, the
comments generated from the users were substantially positive from the
engagement the users had with the airline. Thus, allowing consumer’s to
participate and take part in these types of opportunities serves as an
important aspect in new media, as it would have been impossible to generate
with traditional media. <span style="mso-spacerun: yes;"> </span></span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<!--StartFragment-->
</span></span></div>
<div class="MsoNormal" style="tab-stops: 56.0pt;">
<span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Georgia; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">This
essay has studied three aspects within the context of digital media convergence
and its effect on advertising with new media in today’s society. It had first
observed convergence in how using online search engines such as Google and generated
websites such as Livingsocial help produce advertisements while making it an
even playing field for small and big businesses, which previously was
restricted in traditional forms of media. Further it had explored </span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">online broadcasting sites such as YouTube that utilises
convergence by </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Lucida Grande"; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">enabling
the broadcast of online user content such as parodies of original
advertisements that ultimately spreads the communication of the advertisement. </span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Georgia; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Finally, the essay had concluded with
using social networking websites such as Facebook and Twitter in order for an
business to communicate with </span><span lang="EN-US" style="color: #262626; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">consumer’s
serves as an important aspect in new media, that was once restricted in
traditional forms of media. </span><span lang="EN-US" style="color: #343434; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Georgia; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Thus
</span><span lang="EN-US" style="color: #0e0e0e; font-family: Calibri; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">it is clear that new media
online is transforming the consumer from a passive recipient into a valuable
area that needs to be taken into consideration particularly in today’s
environment. <span style="mso-spacerun: yes;"> </span>As Banister 2004 suggests,
‘we are no longer just ‘consumers’ but also producers, marketers and distributors,
unrestricted by geographical limitations’. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNormal" style="tab-stops: 56.0pt;">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Tahoma; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">-------------------------------------------------------------------------------<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="color: #343434; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Jenkins,
H, 2006, Convergence Culture, New York University Press.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="color: #343434; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Dwyer,
T 2010, Media Convergence, McGraw Hill. Berkshire, pp.8.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="color: #343434; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Wood,
K 2012, ‘Unilever chief Keith Weed on how brands must adapt to 'evolution by
consumer selection', <i style="mso-bidi-font-style: normal;">Marketing Magazine</i>,
29 February, viewed 29 August 2012, <<a href="http://www.marketingmagazine.co.uk/news/1119423/Unilever-chief-Keith-Weed-brands-adapt-evolution-consumer-selection/">http://www.marketingmagazine.co.uk/news/1119423/Unilever-chief-Keith-Weed-brands-adapt-evolution-consumer-selection/</a>>.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Banister,
J 2004, <i style="mso-bidi-font-style: normal;">Word of mouse: the new age of
networked media. </i></span><span lang="EN-US" style="color: #343434; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Tahoma; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Collins,
S 2010, ‘Digital Fair: prosumption and the fair defence’, <i style="mso-bidi-font-style: normal;">Sage Publications</i>, Vol. 10, No, 1, pp.37-55, viewed 29 August 2012,
<<a href="http://minerva.mq.edu.au:8080/vital/access/manager/Repository/mq:14481">http://minerva.mq.edu.au:8080/vital/access/manager/Repository/mq:14481</a>>.
<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Maymi,
L 2012, The George Lucas in me. Pro Video vs Consumer Video, viewed 30 August
2012, < <a href="http://www.lomaymi.com/social-video-marketing/george-lucas-pro-video-consumer-video/">http://www.lomaymi.com/social-video-marketing/george-lucas-pro-video-consumer-video/</a>>.
<o:p></o:p></span></div>
<div class="MsoNormal" style="tab-stops: 56.0pt;">
<span lang="EN-US" style="color: #343434; font-family: Calibri; font-size: 11.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">Sheehan, K and 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 29 August 2012,<<a href="http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121"><span style="color: #3768bd; text-decoration: none; text-underline: none;">http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121</span></a>>.
<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">mUmBRELLA
2012, ‘Tiger Airways returns to TV advertising to woo wintering Aussies’,
viewed 30 August 2012, < <a href="http://mumbrella.com.au/tiger-airways-returns-to-tv-advertising-to-woo-wintering-aussies-100968#more-100968">http://mumbrella.com.au/tiger-airways-returns-to-tv-advertising-to-woo-wintering-aussies-100968#more-100968</a>>.
<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: 11.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">mUmBRELLA
2012, ‘Tiger Airways returns to advertising in Australia’, viewed 30 August 2012,
< <a href="http://mumbrella.com.au/tiger-airways-returns-to-advertising-in-australia-61750">http://mumbrella.com.au/tiger-airways-returns-to-advertising-in-australia-61750</a>>. <o:p></o:p></span></div>
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<span class="Apple-style-span" style="color: #262626;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="color: #262626;">Word Count: 1048</span></div>
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</div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/03545793737189863268noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-33690774734708736602012-08-31T23:11:00.002+10:002012-08-31T23:11:51.200+10:0042104475 Christian Lancuba Assessment 1 Online Essay, 20%
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<div class="MsoNormal" style="text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="mso-ansi-language: EN-AU;">Did the
Internet kill the Video Music Star?</span></b></div>
<div class="MsoNormal">
<span lang="EN-US">The onset of digital media convergence has
raised a few ideas of thought on new digital media. One of these is that
digital media will replace or make redundant, older forms of media, such as
film, radio and in my particular case study, music videos. However by
discussing the phenomenon of digital media convergence I look to uncover some
of the real implications of digital convergence and its impact on music videos.</span></div>
<div class="MsoNormal">
<span lang="EN-US">To begin this discussion I will talk about
what digital convergence is and then give examples as to how it has affected
music videos.</span></div>
<div class="MsoNormal">
<span lang="EN-US"><b>Digital Media Convergence </b></span></div>
<div class="MsoNormal">
<span lang="EN-US">Digital media convergence is the
overlapping and blending of how information is delivered and where. However,
digital media convergence is not only limited to the change in distribution
methods. From a content perspective, all digital content is digitized into
products of millions of formatted ones and zeros, making the physical content
all the same. Where the audience once were only able to read the news buy
buying a physical copy of the paper, that had been printed via a printing press
the night before, they can now read it on an Iphone or Ipad on their way to
work. Digital media convergence has given the ability of consumers to obtain
multiple services on a single platform or device or obtain any given service on
multiple platforms or devices. (Dwyer 2010)</span></div>
<div class="MsoNormal">
<span lang="EN-US">Dwyer (2010) suggest that higher bandwidth
Internet will only see it more and more common for people to access their
favorite TV shows or Internet sites no matter where they are. In the same way,
where once the people had to tune into their cable TV prescription to watch
broadcast selected music videos on MTV, channel V and other music stations,
they can now watch them on streaming sites, such as YouTube, in the context of
their own demand. This raises the important question. Did the phenomenon of
digital media convergence kill the music video star?</span></div>
<div class="MsoNormal">
<span lang="EN-US"><b>Who Killed the Video Star? </b></span></div>
<div class="MsoNormal">
<span lang="EN-US">Whilst digital media convergence in theory
may not have killed the music video star, its main side effect of giving power
to the user, has changed the role played.</span></div>
<div class="MsoNormal">
<span lang="EN-US">Before digital media convergence, music
videos were mainly used as advertisements for music or the artist. Music videos
used to be profitable and effective because when the consumer watched a music television
broadcast station, such as MTV, the nature of the station forced the viewer to
watch whatever music videos they put on the video playlist. What this created
was an unsolicited sales pitch of all kinds of music, genres and artists. Much
like a stream of television ads, specific for music. (LAvideoFilmmaker 2012)</span></div>
<div class="MsoNormal">
<span lang="EN-US">Due to the change in nature of viewing
music videos, there is no longer the ability to make real money from music
videos. This is as post digital media convergence music videos are often made
by artists as vanity projects, in hope that they go viral. The reason it has
less advertising power for the artist and possibly their music labels, is
because if you put a music video on YouTube, it is more than likely that the
audience were looking for that specific artist. As less music videos are found
by accident, it is unlikely that the video will generate net growth of the fan
base.</span></div>
<div class="MsoNormal">
<span lang="EN-US"><b>So has digital media convergence killed the
video star completely?</b> </span></div>
<div class="MsoNormal">
<span lang="EN-US">Whilst there is less appeal in making
music videos for advertising purposes, the artistic value of the music video
for entertainment purposes may still exist.</span></div>
<div class="MsoNormal">
<span lang="EN-US">An example is the music video by Gotye that
went viral, receiving 2 million hits on Youtube, in the initial stages of the
video being uploaded. This was after his song had gone number one in the US.
Therefore, almost in reverse, the publicity of the song generated interest for the music video,
the artists in it and also for the filmmaker Natasha Pincus. (ABC 2012) </span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.abc.net.au/radionational/image/3968442-3x2-700x467.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="" border="0" height="213" src="http://www.abc.net.au/radionational/image/3968442-3x2-700x467.jpg" title="" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><h3>
<b>Somebody That I Used To Know Video</b></h3>
<h3>
<b> </b></h3>
</td></tr>
</tbody></table>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><a href="http://www.youtube.com/watch?v=8UVNT4wvIGY">http://www.youtube.com/watch?v=8UVNT4wvIGY </a></span></div>
<div class="MsoNormal">
<span lang="EN-US"><b>Future for the Music Video Star</b></span></div>
<div class="MsoNormal">
<span lang="EN-US">By looking at how the convergence of
digital media has affected the mass media market, we can see that music videos
still have a place in it.</span></div>
<div class="MsoNormal">
<span lang="EN-US">Twenty years ago, most people thought that
digitalisation would lead to a mass consolidation and merger of all media
infrastructures into one vertically integrated monopoly. Hence creating a
one-stop shop for all mediums of communication. Whilst device wise this may be
happening, content wise the exact opposite can be said. Cheap, abundant
processing power is promoting disintegration and specialization along the
communications value chain. <span style="mso-spacerun: yes;"> </span>(Mueller 1999)</span></div>
<div class="MsoNormal">
<span lang="EN-US">Successful firms are moving away from
end-to-end, vertical integration to focus on specialized, horizontal segments
of the market. This results in abut a completely new media system that
accommodates to the specificity of individual consumer needs. (Mueller 1999)</span></div>
<div class="MsoNormal">
<span lang="EN-US"> </span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.recordstreamingvideo.org/how-to-record-videos-from-mtv.com/mtv-com.gif" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="http://www.recordstreamingvideo.org/how-to-record-videos-from-mtv.com/mtv-com.gif" border="0" height="263" src="http://www.recordstreamingvideo.org/how-to-record-videos-from-mtv.com/mtv-com.gif" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><h3>
<b>MTV Website</b></h3>
</td></tr>
</tbody></table>
<div class="MsoNormal">
<span lang="EN-US">This has paved the way for integrated music
video viewing, on sites and blogs, specific to music. For example, the MTV
website hosts many music videos as well as music news and other artist
information, providing the audience with an online music channel experience
that is user friendly and user controlled. This is also a unique way for music
that is not yet on the radar of certain audiences, to by discovered and
marketed.</span></div>
<div class="MsoNormal">
<span lang="EN-US">In conclusion, it is evident that the
phenomena of digital media convergence has not necessarily killed the music
star, however changed the role played in the distribution of music. Due to the
power of control shifting to the user, music videos are more an artistic or
entertaining extension of an artist’s music rather than a marketing tool for
their music.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">Reference
List</span></b></div>
<div style="margin-bottom: .1pt; margin-left: 36.0pt; margin-right: 0cm; margin-top: .1pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="font-family: Cambria; mso-bidi-font-family: Cambria; mso-fareast-font-family: Cambria;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: MSTT31caf9; font-size: 20.0pt;"><br style="mso-special-character: line-break;" />
<br style="mso-special-character: line-break;" />
</span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span lang="EN-US" style="mso-ascii-font-family: Cambria; mso-bidi-font-family: Cambria; mso-fareast-font-family: Cambria; mso-hansi-font-family: Cambria;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span lang="EN-US">Mueller, M 1999, Digital
Convergence and its Consequences, <i style="mso-bidi-font-style: normal;">The
Public Vol.6</i>, <a href="http://javnost-thepublic.org/article/pdf/1999/3/2/">http://javnost-thepublic.org/article/pdf/1999/3/2/</a>
viewed 31 August 2012</span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span lang="EN-US" style="mso-ascii-font-family: Cambria; mso-bidi-font-family: Cambria; mso-fareast-font-family: Cambria; mso-hansi-font-family: Cambria;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span lang="EN-US">Dwyer, T 2010, <i style="mso-bidi-font-style: normal;">Media Convergence</i>, Mcgraw Hill,
Berkshire, pp: 1-23</span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span lang="EN-US" style="mso-ascii-font-family: Cambria; mso-bidi-font-family: Cambria; mso-fareast-font-family: Cambria; mso-hansi-font-family: Cambria;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span lang="EN-US">ABC; Radio National 2012, <i style="mso-bidi-font-style: normal;">Gotye's Music Video Goes Viral</i>, Australia,
viewed 31 August 2012, <a href="http://www.abc.net.au/radionational/programs/booksandartsdaily/gotye27s-music-video-goes-viral/3968410">http://www.abc.net.au/radionational/programs/booksandartsdaily/gotye27s-music-video-goes-viral/3968410</a></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span lang="EN-US" style="mso-ascii-font-family: Cambria; mso-bidi-font-family: Cambria; mso-fareast-font-family: Cambria; mso-hansi-font-family: Cambria;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span lang="EN-US">LAvideoFilmmaker 2012, <i style="mso-bidi-font-style: normal;">Why Music Videos are Dead</i>, LA, viewed 31
August 2012 <a href="http://www.lavideofilmmaker.com/business/why-music-videos-are-dead.html">http://www.lavideofilmmaker.com/business/why-music-videos-are-dead.html</a></span></div>
<div class="MsoNormal">
<br /></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-73626718709359842522012-08-31T17:49:00.002+10:002012-08-31T17:49:53.839+10:00Media Convergence 42847818 Rob Coy
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<i><span lang="EN-US" style="font-size: 14.0pt; mso-bidi-font-family: Verdana;">Discuss
the phenomenon of digital media convergence in relation the following: Music
Video Online<o:p></o:p></span></i></div>
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<br /></div>
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<span lang="EN-US">Media
convergence is the intersection of old and new media. Henry Jenkins defines it
as </span><span lang="EN-US">"the
flow of content across multiple media platforms, the cooperation between
multiple media industries, and the migratory behavior of media audiences."</span><a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn1" name="_ednref1" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Verdana; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[1]</span></span><!--[endif]--></span></span></a><span lang="EN-US">. Howard Rheingold believes
that technological convergence can alter the "social-side effects,"
in that "the virtual, social and physical world are colliding, merging and
coordinating."<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn2" name="_ednref2" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[2]</span></span><!--[endif]--></span></a>
In recent years, one of the most significant examples of media convergence in
relation to music video online is that of the development of the Apple
Corporation’s iTunes. iTunes is
a media player computer program initially released on January the 9<sup>th</sup>,
2001, developed for playing, downloading, storing, and organizing digital music
and video files on desktop or laptop personal computers. As a program, it has
revolutionized the way society uses music, music video and film in relation to
convergence. <o:p></o:p></span></div>
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<div class="MsoNormal">
<span lang="EN-US">Media
convergence can be studied at a number of distinct levels including cultural,
industrial, technological, or regulatory levels. The phenomenon of digital
media convergence is one, which has evolved significantly over the past decade.
The ways people are using media are fragmenting. At the end of the first decade
of the third millennium, profits and revenue from newspaper circulation, TV
audiences and advertising began a slow decline. This partially explains why
traditional media has been so keen to expand into online and mobile formats.<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn3" name="_ednref3" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[3]</span></span><!--[endif]--></span></a> In
the last five to six years, we have witnessed the emergence of a huge amount of
‘on demand’ video services on the Internet, specific ‘internet TV’ channels and
‘time shifted’ versions of parts of programs from traditional broadcasters.
Furthermore, broadband operators deliver IPTV services in their managed IP
networks.<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn4" name="_ednref4" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[4]</span></span><!--[endif]--></span></a> <o:p></o:p></span></div>
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<span lang="EN-US">There
are many common threads emerging across the patterns of media convergence. <span style="color: #262626;">One is distinction – where are the edges, the ends, the
distinctions between different elements, modes, activities, spaces,
technological actions and human ones, in ‘new’ new media systems? As a part of
this we have asked not only what makes ’2.0′ distinct from ‘what came before’
but also how it will be understood in the future. We ask this question not
least because we are somewhat alarmed by visions of proliferating version
control as 2.0 merges with 3.0 and 4.0 looms on the horizon. <a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn5" name="_ednref5" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="color: #262626; font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[5]</span></span><!--[endif]--></span></a><o:p></o:p></span></span></div>
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<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Helvetica;">Now in accordance to what has been defined at media convergence,
we must analyze the curious significance of iTunes and music video online. </span><span lang="EN-US">iTunes was introduced by
Apple Inc. on January 9, 2001. It is a media player computer program, developed
for playing, downloading, storing, and organizing digital music and video files
on desktop or laptop personal computers and more recently, smartphones and
tablets.<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn6" name="_ednref6" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[6]</span></span><!--[endif]--></span></a> What made iTunes significant in terms of its
relationship to music videos is the introduction of video support. On
May 9, 2005, video support was introduced to iTunes with the release
of iTunes 4.8. Users can drag and drop video clips from the computer into the
iTunes Library for cataloguing and organization. They can be viewed in a small
frame in the main iTunes display, in a separate window, or full screen. Before
version 7 provided separate libraries for media types, videos were only
distinguished from audio in the Library by a small icon resembling a TV screen
and grouped with music in the library, organized by the same musical categories.
On October 12, 2005, Apple introduced iTunes 6.0, which added support
for purchasing and viewing of video content from the iTunes Music Store. The
iTunes Music Store initially offered a selection of thousands of Music Videos
and songs.<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn7" name="_ednref7" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[7]</span></span><!--[endif]--></span></a> As
apple began to release such products as the iPod touch and the iPhone, it made
it possible for customers to purchase products online with their wireless
devices. This was revolutionary because of Apples gargantuan variety of content
and data. <o:p></o:p></span></div>
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<span lang="EN-US"><a href="http://itunes.apple.com/au/genre/music/id34">http://itunes.apple.com/au/genre/music/id34</a><o:p></o:p></span></div>
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<span lang="EN-US">2005
saw the launch of the YouTube, which made the viewing of online video much
faster and easier than its rivals such as Google Videos, Yahoo! Video, Facebook
and MySpace's video functionality, which uses similar technology. Such websites
had a profound effect on the viewing of music videos; some artists began to see
success as a result of videos seen mostly or entirely online. One astounding
example was that of teen music sensation, Justin Bieber. Bieber, a Canadian
singer/songwriter was discovered in 2008 by American talent manager Scooter
Braun,<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn8" name="_ednref8" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[8]</span></span><!--[endif]--></span></a>
who came across Bieber's videos on YouTube and later became his manager. Part
of his uncompromising musical success has been due to his use of YouTube.
Bieber currently has the websites most viewed video, exceeding 774,000 hits.<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_edn9" name="_ednref9" title=""><span class="MsoEndnoteReference"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[9]</span></span><!--[endif]--></span></a><o:p></o:p></span></div>
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<span lang="EN-US"><a href="http://www.youtube.com/watch?v=kffacxfA7G4#http://www.youtube.com/watch?v=kffacxfA7G4">http://www.youtube.com/watch?v=kffacxfA7G4</a>
<o:p></o:p></span></div>
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<span lang="EN-US">He
has also the largest twitter and Facebook following of any male musician,
exceeding over 100 million followers worldwide. <o:p></o:p></span></div>
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<span lang="EN-US"><a href="https://twitter.com/justinbieber">https://twitter.com/justinbieber</a><o:p></o:p></span></div>
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<span lang="EN-US">Undoubtedly,
the Apple Corporation and YouTube owe each other a certain degree of credit for
the success of the other. YouTube has been responsible for the success of many artists,
which would have resulted in their success on Apple’s iTunes store. Apple has
also developed such products as the iPod, iPad and iPhone, which allow
customers to wirelessly view YouTube on the cleverly designed app. Both are
incredible examples of how modern media has converged over a variety of mediums
and platforms. Media convergence is an integral part of the evolution of media in
the 21<sup>st</sup> century.<o:p></o:p></span></div>
<div>
<!--[if !supportEndnotes]--><br clear="all" />
<hr align="left" size="1" width="33%" />
<!--[endif]-->
<div id="edn1">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref1" name="_edn1" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[1]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">Jenkins,
Henry, Convergence Culture: Where Old and New Media Collide, pg 2</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn2">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref2" name="_edn2" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[2]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">Rheingold,
Howard (2000) Smart Mobs: the next social revolution, Perseus, Cambridge,
Massachusetts, pp 157–82</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn3">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref3" name="_edn3" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[3]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">Dwyer,
T. (2010) <i>Media Convergence</i>, McGraw Hill, Berksire, pp 1-23</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn4">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref4" name="_edn4" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[4]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> Henton, A. Tadayoni, R. (2008) ‘The impact of the internet on media
technology, platforms and innovation pp 57<o:p></o:p></span></div>
</div>
<div id="edn5">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref5" name="_edn5" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[5]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">FibreCulture
Journal Issue 13: After Convergence
- http://thirteen.fibreculturejournal.org/ </span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn6">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref6" name="_edn6" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[6]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US"><a href="http://web.archive.org/web/200101240835/http://www.apple.com/pr/library/2001/jan/09itunes.html"><span style="color: windowtext; mso-bidi-font-family: Helvetica; text-decoration: none; text-underline: none;">"Apple Introduces iTunes — World’s Best and
Easiest To Use Jukebox Software"</span></a></span><span lang="EN-US"> (Press release). <a href="http://en.wikipedia.org/wiki/Apple_Inc."><span style="color: windowtext; text-decoration: none; text-underline: none;">Apple Inc.</span></a>. 2001-01-09.
Retrieved 2008-04-20., at Apple's September 2010 "Music", iTunes 10 was
announced.</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn7">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref7" name="_edn7" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[7]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">A
Brief History of Apple's iTunes. Wall St. Cheat Sheet (2011-06-16)</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn8">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref8" name="_edn8" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[8]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">Collar,
Matt; Leahey, Andrew. "allmusic ((( Justin Bieber > Overview )))".
Macrovision Corporation.</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="edn9">
<div class="MsoEndnoteText">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939#_ednref9" name="_edn9" title=""><span class="MsoEndnoteReference"><span lang="EN-US"><!--[if !supportFootnotes]--><span class="MsoEndnoteReference"><span lang="EN-US" style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">[9]</span></span><!--[endif]--></span></span></a><span lang="EN-US"> </span><span lang="EN-US">Montgomery,
James (August 3, 2010). "Jared Leto 'Blown Away' By 30 Seconds To Mars'
VMA Noms". <i>MTV</i> (MTV Networks)</span><span lang="EN-US"><o:p></o:p></span></div>
</div>
</div>
<!--EndFragment-->Rob Coyhttp://www.blogger.com/profile/08254044385746142354noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-13156740647886786862012-08-31T17:39:00.001+10:002012-08-31T17:39:54.378+10:00<h2 style="text-align: left;">
42868416 - Joel Evans</h2>
<h2 style="text-align: left;">
YouTube and Convergent Media: </h2>
<h3 style="text-align: left;">
<span style="color: red;">How Convergence has evolved Music Video</span></h3>
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<span style="font-family: Calibri;">Many have claimed that with the demise of MTV’s devotion to music video, music television and music videos in general have simply become extinct. However the music industry is still producing music videos, but the ways in which the content is created, distributed and consumed has evolved from a primarily televisual means into a diverse online industry. Music industry professionals and music artists have had to rethink and reinvent the ways in which they create music videos, in order to adapt to distribution online. The convergence of media technologies has been particularly instrumental in placing the tools of production into the hands of the users, giving rise to a new participatory culture in music video. </span></div>
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The music industry has had to adapt the ways in which it creates music videos to accommodate for the parameters of online viewing. Audiences are constantly bombarded with choices online, so a music video needs to capture the attention of a user, to make them want to click on it and watch the entire video. As argued by Meikle and Young, the strategy around the creation and distribution of media content, has been to cultivate audience “attachment and engagement” (2012, 108). The appeal of a Lo Fi approach is that these music videos offer a quirky and original experience, and it is from this category of music video that videos typically go viral through social media. Hilderbrand lists OK Go’s music video for “Here I Go Again” as third on the list of viral videos that make up the essence of a YouTube “canon” (2007, 36). The video received over 14 000 000 (YouTube, accessed 29<sup>th</sup> August 2012) views and has inspired a hoard of parodies since its debut. It is videos such as this that are a testament to the impact of technological convergence on media creation professionally. MTV and music television would never have regarded this video as being of the quality necessary for broadcasting; however Lo Fi videos are friendly to data streaming and bandwidth. Convergent media and digitalisation have nurtured the perfect means by which Lo Fi music videos could flourish in unprecedented ways, and artists such as OK Go have responded by embracing these changes. </div>
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"Here it Goes Again" by OK Go...</h4>
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Moreover, in addition to creating Lo Fi videos, the industry has also adapted its creation of Hi Fi spectacle videos for online audiences. The concept of the spectacle has survived digitalisation, and the supposed death of music television. Beebe and Middleton argue that online music spectacles have exceeded the limitations of music television (2007, 3). Online distribution has lifted the restrictions of time slots, and opened up the creative scope for those creating spectacular music videos. In the tradition of Michael Jackson’s short film approach with Thriller, Katy Perry released her own spectacle music video “Last Friday Night” online. <span style="mso-spacerun: yes;"> </span>It debuted on the website Funny or Die, Katy Perry’s social media pages and then on her own YouTube channel; KatyPerryVEVO. “Last Friday Night” was a phenomenal success on YouTube, attracting over 188 000 000 views (YouTube, accessed 29<sup>th</sup> August 2012). This video illustrates the industrial convergence of the film and music industries, and the successful results of utilising convergent media to distribute official music videos. Although “Last Friday Night” is considered a spectacle, the video is easy is replicate like Lo Fi videos, as is evidenced by the crude parody “Last Sunday Night.” Thus the concept of a spectacle has evolved within the music industry. New spectacles are aiming to converge the capacity for replication and original experiences offered by Lo Fi music videos, and offer the same glossy appearance of the traditional spectacle. </div>
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<strong></strong>"Last Friday Night" by Katy Perry</h4>
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"Last Sunday Night" A parody by Steve Dawson</h4>
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<span style="font-family: Calibri;">Technological convergence has moulded various media technologies into single devices, which has been instrumental in the rise of participatory culture. The wide availability of media technologies in the contemporary world has led to the blurring of lines between audience and producer. According to Jenkins these two players in the media market operate under completely new sets of rules in relation to the creation of media content (2006). <span style="mso-spacerun: yes;"> </span>Everyone with a computer, or an iPad and iPhone can interact with and respond to media. With the appropriate software and equipment fans are creating their own music videos either by filming them themselves, or by editing together a series of video clips with a particular song. Not only does this converge the role of user and producer, but it also creates a cross industry interaction between music and video content. A YouTube user Brokendoll7 uploaded a music video combining clips from the 2005 film “Pride and Prejudice" with Hoobastank’s song “The Reason”. Meikle and Young argue that such activity amongst fans has become more widely “mainstream and accepted” (2012, 108). Such activity is an ever-growing trend on YouTube, where users recognise the relevance of a film to a particular song, and repurpose both of these media to create a new experience. Other users on YouTube or other video sharing sites can then seek out these fan made videos, to satisfy their interest in either the song or the film in a new and meaningful way. Furthermore Dwyer sees participatory culture as a double sided coin, acting as both a blessing and a challenge. Dwyer argues that participatory culture gives rise to issues of copyright and lost profits through the uploading of copyrighted content (2010, 11). However most of these uploads are forms of creative expression, and as noted in the case of the “Pride and Prejudice” video all the rightful owners are acknowledged in the videos description. </span><br />
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<strong>Embedding Disabled on "Pride and Prejudice - The Reason"</strong><br />
<strong>To view see the link in references. </strong><br />
<strong></strong><br /> </div>
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In conclusion convergence has not meant the downfall of music video. As Jenkins states “old media never die” (2006, 13) and this is true for music video. The media form has merely evolved in response to the changes in technology and culture introduced by convergence. Studios and professionals have had to alter the ways in which they create music videos to accommodate for the changes introduced by convergence. Participatory culture is a phenomenon brought about by the convergence of media technologies, and has significantly influenced the uprising of a fan culture in the creation, distribution and consumption of music videos. <br />
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<br />
<strong><u>Reference List</u></strong><br />
<br />
<strong>Unit Reader:</strong><br />
<br />
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<span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;">Dwyer, T. (2010) 'Media Convergence' McGraw Hall, Berkshire, pp1-23 </span></div>
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<span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"></span><span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"><o:p><div class="MsoNormal" style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;">Hilderbrand, L. (2007), 'Youtube: Where Cultural Memory and Copyright Converge', <i style="mso-bidi-font-style: normal;">Film Quarterly</i>, Vol 61, pp. 48-57</span><span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"><o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"><br />Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. p. 11, New York University Press</span></div>
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<strong>Recommended Reading:</strong></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;">Meikle, G., Young (2012), <i style="mso-bidi-font-style: normal;">Media Convergence: Networked Digital Media in Everyday Life</i>, Palgrave Macmillan, Great Britain</span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"><strong>Independent Reading:</strong></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;">Beebe, R., Middleton, J. (2007), <em>Medium Cool: Music Videos from Soundies to Cellphones</em>, Duke University Press, United States of America</span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: EN-AU;"><strong>Real World Examples:</strong></span></div>
</span><strong></strong>Brokendoll37 (2008) “Pride and Prejudice – The Reason, Fan made video on YouTube <a href="http://www.youtube.com/watch?v=c0Ax7J6f2B4&feature=related"><span style="color: windowtext;">http://www.youtube.com/watch?v=c0Ax7J6f2B4&feature=related</span></a><br />
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Katy Perry (2010) "Last Friday Night", music video on Youtube <a href="http://www.youtube.com/watch?v=KlyXNRrsk4A"><span style="color: windowtext;">http://www.youtube.com/watch?v=KlyXNRrsk4A</span></a></span></div>
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OK Go, “ Here it Goes Again” (2009), music video on <a href="http://www.youtube.com/watch?v=dTAAsCNK7RA"><span style="color: windowtext;">http://www.youtube.com/watch?v=dTAAsCNK7RA</span></a><span class="MsoHyperlink"><span style="color: windowtext;"><o:p></o:p></span></span></div>
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Shane Dawson (2010) “Last Sunday Night”, parody on YouTube <a href="http://www.youtube.com/watch?v=PaVQIu7i1Lc"><span style="color: windowtext;">http://www.youtube.com/watch?v=PaVQIu7i1Lc</span></a><o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/12717552340724399151noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-44570699620120932352012-08-31T16:35:00.000+10:002012-08-31T16:44:13.757+10:00Digital Media Convergence Essay, Isabel Pamatmat 42852080<div style="font-family: Georgia,"Times New Roman",serif;">
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<h2 class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; text-align: justify;">
<span style="font-size: x-large;">YouTube: The catalyst for demonstrating
the revolution of digital media convergence </span></h2>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; text-align: justify;">
By Isabel Pamatmat 428520 </div>
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<br /></div>
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Since the emergence of the ‘digital
revolution’, media convergence has been academically discussed and critically examined
by many media scholars and sociologists (Keith 2012). Dwyer (2010) and Jenkins
(2006) define media convergence as the ‘coming together of technologies for
media consumption, production and distribution and how this leads to new forms
and patterns of media use’ (Keith 2012). YouTube is a significant example of an
online video-sharing service that demonstrates how media convergence has
reconfigured the way that media practices are accomplished and how content is vastly
disseminated across various media platforms (Jenkins 2006:2). Three important
points will be discussed to demonstrate how media convergence has impacted the
way that music video is distributed in the digital world through YouTube. First,
YouTube has the widespread capacity to extend time and space when distributing
media content to a mass audience (Thompson 1999). Second, YouTube has
facilitated an environment where media access has made it possible for amateurs
to create their own music videos (Jenkins 2006; Hilderbrand 2007; Burgess and
Green 2009). Finally, media convergence has blurred the boundaries between the
producer and the consumer, enabling viewers to be more interactive in the way
that they approach content in a participatory culture (Thompson 1999, Jenkins
2006). These ideologies are integral aspects that need to be considered when discussing
how digital media convergence has impacted the way that music video is distributed
today. </div>
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<br /></div>
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In Thompson’s account of his five
imperative characteristics of mass communication, he argues that media convergence
enables symbolic forms to transcend<b style="mso-bidi-font-weight: normal;"> </b>time
and space when distributed online to a mass audience (Thompson 1999:19).<b style="mso-bidi-font-weight: normal;"> </b>This is particularly evident through
YouTube, where ‘instantaneity is one of its primary virtues’ (Hildebrand 2007:49).
The music industry today promotes music artists and music videos online as the
product is able to transcend landscape boundaries (Thompson 1999:19). Audiences
today are constantly in the demands of instant gratification and this is predominantly
beneficial for the promotion of online music videos because the message is able
to get across on a more immediate scale (Hilderbrand 2007:49; Guiffre 2012). The
winner of 2011’s triple j’s hottest 100, Gotye, and their track ‘Somebody That
I Use To Know’ are renowned for their user-generated body-painting video that
reached more than two million views in the first three weeks it was originally uploaded
on YouTube (ABC 2010; Facebook 2012; GotyeMusic 2011). Previously, Australian
music was promoted through public service broadcast television (e.g. Countdown)
as a way of transporting new music to audiences all over the country (Guiffre
2012). However, with the development of digital media, analogue media is found
to distribute content that is restricted and bound to local areas. Now consumers
are provided with a broader access and availability to content online (Keith
2012; Hilderbrand 2007). </div>
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<br /></div>
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</div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/8UVNT4wvIGY?feature=player_embedded' frameborder='0'></iframe><span style="font-size: xx-small;"> </span></div>
<blockquote class="tr_bq">
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: xx-small;"> 'Within three weeks of its striking, stop-frame, body-painting video
being posted on YouTube, the song had received more than two million
hits and made it to No.1 on the Hype Machine Twitter chart. Hear it once
and you’ll be haunted by it for weeks.' (Facebook, 2012)</span></div>
</blockquote>
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YouTube is considered as the ‘central
portal of web video clips’, occupying a large amount of ‘cultural capital’ and
the ‘go to place’ to discover new music (Hilderbrand 2007). Australian music
video programmes are now gradually becoming part of the ‘television-computer convergence’
movement (Hilderbrand 2007:48), where shows have begun incorporating YouTube
into their programs.. Channel 11’s music video show “Looptube” broadcasts
popular music videos from YouTube itself.<span style="mso-spacerun: yes;">
</span><span style="mso-spacerun: yes;"> </span>This development represents how
broadcast television is much slower to promote ‘new’ music, as television music
video is now re-promoting new bands and artists that have already been promoted
online. The emergence of media convergence has therefore enabled music videos
and media content to transcend time and space when uploaded online. </div>
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Henry Jenkins (2006) defines
convergence as ‘both a top-down corporate driven process and a bottom up
consumer-driven process.’ This concept is widely observed through YouTube,
which introduces an innovative model of media accessibility as YouTube provides
an online culture for amateur historiography (Hilderbrand 2007:54). New media
technologies and media platforms have delivered an enhanced accessibility for users
to engage with and create content of their own (Burgess and Green 2009:23). An
example that demonstrates this is <i style="mso-bidi-font-style: normal;">OK Go’s</i>
home-made music video ‘Here It Goes Again’ where the band recorded themselves performing
a routine on treadmills (Guiffre 2012; Burgess and Green 2009:22); now citing
14 million views on YouTube (EmiMusic 2009). Musicians are now being discovered
through amateur produced recordings of covers, compositions and DIY music
videos, with other success stories such as Birdy (Jasmine van den Bogaerde),
Justin Bieber and Terra Naomi (Club 977 2009). The revolution of media
convergence has witnessed YouTube as the catalyst for a musician’s stepping
stones ‘into fame and fortune’<b style="mso-bidi-font-weight: normal;"> </b>because
of the greater access that users have to new media technologies and platforms (Burgess
and Green 2009:23). </div>
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<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; text-align: justify;">
The digital revolution has blurred
the boundaries between the producer and consumer. Jenkins argues that convergence
<span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-hansi-font-family: Calibri;">occurs within the ‘<span style="mso-bidi-font-weight: bold;">brains of individual consumers and through
their social interactions with others’<b> </b></span></span>(Jenkins 2006:3). YouTube
in particular, has enabled viewers to be more interactive in the way that they
approach content in a participatory culture that is fostered online (Thompson
1999:17; Jenkins 2006). Burgess and Green (2009:54) deliberate that ‘many
user-created music videos also adopt a conversational mode’ where YouTube users
are able to comment on videos, voice opinions, perspectives and feedback
ratings immediately with the possibilities of engaging in an online
participatory culture (Hilderbrand 2007:54). This movement demonstrates the
cultural shift and dichotomous logic between old and new media, where new media
is prone to an audience who is more ‘active’, ‘predictable’ and ‘socially
connected’ rather than previous audiences ‘passively’ and ‘silently’ watching
the ‘top hits’ on television music video programmes (Keith 2012; Jenkins 2006;
Guiffre 2012). </div>
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<span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-hansi-font-family: Calibri;"></span></div>
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<br /></div>
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Media convergence has
revolutionised the way that music video is distributed, produced and
disseminated across various new and digitized media platforms (Jenkins 2006:2).
YouTube plays an integral role in establishing the functions that media convergence
plays in today’s world of technological advancements. <span style="mso-spacerun: yes;"> </span>Convergence has expanded the possibilities of
transcending time and space and music videos are not limited to an isolated
audience, but are rather transmitted to a larger mass audience because of YouTube’s
‘viral phenomenon’ (Thompson 1999; Hilderbrand 2007:48). YouTube has achieved an
environment where media access has made it possible for amateurs to create
their own music videos, therefore allowing consumers to be an essential part of
driving the media convergence process (Jenkins 2006; Hilderbrand 2007; Burgess
and Green 2009). Finally, YouTube is a catalyst for demonstrating how media
convergence has reshaped the relationship between media producers and
consumers. These boundaries have now blurred due to the formation of a participatory
culture that is found online (Thompson 1999, Jenkins 2006). In conclusion,
digital media convergence has impacted the way that music video is consumed,
produced and distributed because the flow of content through new media
technologies and new media forms, such as YouTube, has made it available for
individuals to be flexible in the way they accomplish and perform media
practices (Jenkins 2006). </div>
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<b style="mso-bidi-font-weight: normal;">References</b></div>
</div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
ABC triple j 2011, Gotye - Somebody That I Used To Know, J
awards video nomination 2011, viewed 31 August, 2012,
<http://www.abc.net.au/triplej/jawards/11/video/gotye.htm></div>
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<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Burgess, J & Green, J. (2009). Youtube: Online Video and
Participatory Culture. USA: Polity Press. </div>
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<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Club977, 2009, Musicians Discovered On YouTube, weblog post,
accessed 31 August 2012, <<a href="http://977music.com/blog/2010/03/musicians-discovered-on-youtube/"><span style="color: windowtext; text-decoration: none; text-underline: none;">http://977music.com/blog/2010/03/musicians-discovered-on-youtube/</span></a>></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Facebook (2012) <i style="mso-bidi-font-style: normal;">Gotye About
Biography </i>[Facebook] Available from: <u><a href="http://www.facebook.com/gotye/info"><span style="color: windowtext;">http://www.facebook.com/gotye/info</span></a></u>.
[Accessed 31/08/12]. </div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Guiffre, Liz, 2012, <i style="mso-bidi-font-style: normal;">MAS110
Introduction To Digital Media Week 3 Lecture: (Online) Music Video</i>,
Macquarie University, Sydney, Liz Guiffre.</div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Hilderbrand, L. (2007) 'Youtube: Where Cultural Memory and
Copyright<br />
Converge', <i>Film Quarterly</i>, Vol 61, pp 48-57.</div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; margin-bottom: 0.0001pt; text-align: justify;">
<span style="color: black; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Jenkins, H. (2006). Introduction: ‘Worship at the Altar of
Convergence’. In:<span class="apple-converted-space"> </span><i>Convergence
Culture: Where Old and New Media Collide</i>. New York: University Press.
p1-24.</span><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"></span></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; margin-bottom: 0.0001pt; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Keith, Sarah, 2012, <i style="mso-bidi-font-style: normal;">MAS110
Introduction To Digital Media Week <span style="mso-spacerun: yes;"> </span>2
Lecture: Digital Convergence, </i>Macquarie University, Sydney, Sarah Keith. </div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
Keith, Sarah, 2012, <i style="mso-bidi-font-style: normal;">MAS110
Introduction To Digital Media Week <span style="mso-spacerun: yes;"> </span>1
Lecture: Introduction To Digital Media,</i> Macquarie University, Sydney, Sarah
Keith.</div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; margin-bottom: 0.0001pt; text-align: justify;">
<span style="color: black; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Thompson, J. (1999). The Media and Modernity. In: Mackay, H. and
O'Sullivan, T.<span class="apple-converted-space"> </span><i>The Media
Reader</i>. London: Sage. p13-27.</span></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif; margin-bottom: 0.0001pt; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
GotyeMusic (2011) <i style="mso-bidi-font-style: normal;">Gotye
– Somebody That I Used To Know (feat. Kimbra) – official video</i> [online music
video]. Available from: <a href="http://www.youtube.com/watch?v=8UVNT4wvIGY"><span style="color: windowtext;">http://www.youtube.com/watch?v=8UVNT4wvIGY</span></a> [Accessed
31/08/12]. </div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
<br /></div>
<div class="MsoNormal" style="font-family: Georgia,"Times New Roman",serif;">
EmiMusic (2009) <i style="mso-bidi-font-style: normal;">OK Go –
Here It Goes Again </i>[online music video]. Available from: <a href="http://www.youtube.com/watch?v=dTAAsCNK7RA"><span style="color: windowtext; text-decoration: none; text-underline: none;">http://www.youtube.com/watch?v=dTAAsCNK7RA</span></a>
[Accessed 31/08/12] </div>
Isabel Pamatmathttp://www.blogger.com/profile/12401990942902928394noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-25971945672077126202012-08-31T15:45:00.003+10:002012-08-31T15:50:40.767+10:00Dylan Crowther - 42858518<br />
<div style="background: white; line-height: 11.65pt; margin-bottom: 12.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span style="font-family: Verdana, sans-serif; font-size: 9pt;">Discuss the phenomenon of
digital media convergence in relation to one of the following: Advertising
& New Media or Music Video Online.<o:p></o:p></span></div>
<div style="background-color: white; background-position: initial initial; background-repeat: initial initial; line-height: 11.65pt; margin: 0cm 0cm 12pt;">
<br /></div>
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The progression towards digital media as an ephemeral and
transportable medium in the form of ‘data’ has proved phenomenal with digital
media convergence in relation to ‘new media’ effectively allowing for a
heightened surge of media globalization, as media is ultimately a medium which
transcends spatial, temporal and cultural boundaries, leading to a global
homogenization in terms of media. Yet despite such unprecedented neoliberalism
and concentration levels of mainstream media ownership, ‘new media’ and the
phenomenon of digital media convergence have changed the very way in which
consumers react and utilise media. Consumers have effectively become active,
with more choice as to what they watch, when and effectively, how it is
presented, due to a proliferation of media and the portability of new
technology. Therein lies an ironic duality, as the opposing notions of consumer
activity and individuality stand in seemingly direct opposition with mass media
notions of globalization and neo-liberalism, yet digital media convergence can
be seen as a fluid notion, with both elements combining to form what is seen as
‘new media’ and forcing media conglomerates to rethink traditional advertising
methods.<o:p></o:p></div>
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In terms of mass media and advertising, the wave of
globalized media has led to greater focus on New media and advertising by
global media corporations, as convergence has provided for a greater audience
and therefore increased capitalisation of its consumers, as both producers and
consumers can portray their message across cultural boundaries due to the
convergence of technologies such as translators and multi-national search
companies, as evidenced by the widespread domination of Google. This new
technology and increases in the liberality of media censorship and availability
has ultimately allowed for capitalist conglomerates to globalize, with
McChesney suggesting that media is the “transmission belt”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn1" name="_ftnref1" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[1]</span></span><!--[endif]--></span></a>
for capitalist businesses, allowing them to “market their wares all across the
globe”, going so far as to suggest that “globalization as we know it could not
exist without it”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn2" name="_ftnref2" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[2]</span></span><!--[endif]--></span></a>. As
Jenkins suggests, “our ties to older forms of social community are breaking
down”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn3" name="_ftnref3" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[3]</span></span><!--[endif]--></span></a>,
“our rooting in physical geography is diminishing”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn4" name="_ftnref4" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[4]</span></span><!--[endif]--></span></a>
and our bonds to family and nation disregarded in lieu of a more globalized
mindset, illustrating that ‘new media’ allows for a transcendence of
traditional cultural, spatial and temporal boundaries.<o:p></o:p></div>
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(The above video stands as an example of the dislocation of cultural barriers aforementioned.)</div>
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Yet this is in a sense problematic, as whilst the phenomenon
of media convergence has allowed for increased accessibility and a dislocation
of cultural boundaries it has consequently provided for global media
corporations to emerge as oligopolistic mediums which present a homogenized
viewpoint across the world, posing a threat to the sanctity of the notions of democracy
and ‘free speech’ prevalent across the majority of the globe. Jenkins suggests
that there is an “alarming concentration of the ownership of mainstream
commercial media”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn5" name="_ftnref5" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[5]</span></span><!--[endif]--></span></a>,
with only a small number of multi-national conglomerates controlling the entire
entertainment industry. Appadurai suggests that this neo-liberal capitalist
surge which rides off the back of ‘new media’ and subsequently alternate forms
of advertising utilise language and symbolic hegemonies<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn6" name="_ftnref6" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[6]</span></span><!--[endif]--></span></a>,
whilst McChesney details that as global media corporations utilise the phenomenon
of advertising and new media to reach the broad audience that is forged by
convergence, they do not allow for smaller, more specific culturally minded
media corporations to survive amongst the ‘giants’ of global media, as
political boundaries are broken and culture superseded in a Neo-liberalist push
for financial gain. <o:p></o:p><br />
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However, therein lies a duality between globalized mass
media, and a heightened user activity and consumer choice in the media they
take in, due to convergence in digital media. Convergence in digital media has
provided for media to effectively become ever-present and seemingly omniscient,
with the convergence of internet and journalism allowing for news from anywhere
in the globe to be seen anywhere in the globe. Moreover, consumers are able to
pick and choose when and where they receive media due to increased portability,
such as through the use of programs such as Tivo, enabling consumers to bypass
ads and react differently to traditional ‘top-down’ advertisement impositions. Jenkins
proposes that ‘knowledge communities’ based on a sense of collective learning
are arising, which is dependent upon the production and exchange of knowledge
between consumers. Moreover, consumers have not only increased access to media
by way of technological convergence, but also a heightened sense of activity
and interactivity, ultimately “narrowing the gap between advertisers and
customers”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn7" name="_ftnref7" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[7]</span></span><!--[endif]--></span></a>
. Spurgeon suggests that digitization makes all media “highly searchable”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn8" name="_ftnref8" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[8]</span></span><!--[endif]--></span></a>,
as the locus of control “resides with the end user, not just at system hubs”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn9" name="_ftnref9" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[9]</span></span><!--[endif]--></span></a>,
as digital media convergence has played traditional mediums such as radio, television
and the print newspaper literally and figuratively in the ‘palm of their hands’.
Consumers can access “true niche content online”<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftn10" name="_ftnref10" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[10]</span></span><!--[endif]--></span></a>
leading to a ‘fragmentation’ of traditional media audiences. As such,
traditional advertising strategies are forced to evolve alongside the
phenomenal rise of new media and digital media convergence.<o:p></o:p></div>
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Digital Media convergence and consequently the rise of new
media has led to fundamental shifts in the traditional advertising landscape.
Media conglomerates are forced to re-evaluate their ‘top-down’ informational or
transformational advertisement principles so as to appeal to a market which
chooses whether or not to engage in advertisement. The following has seen a substantial
rise in the prevalence of ‘brand concepts’ which aim to engage the consumer, wrapping
ads in entertaining shells, making consumers want to seek out the advertisement
rather than being presented with it. A notable example of both this change in
advertising principles and digital media convergence was the unification of ‘Hollywood’
and advertisement inherent in BMW’s ‘The Hire’campaign, a hugely successful
advertisement for BMW housed within a series of 8 short films, directed by
notable entertainment directors. Moreover, a sure example of the need for advertising
to appeal to consumers newfound activity within the process of media
consumption, ‘The Hire’ included four short ‘subplot films’ which upon close
inspection by intuitive fans led to a party in Las Vegas in which one of the
featured BMW cars was given away.<o:p></o:p><br />
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Hence it can be seen that the digital media revolution has
had profound and far-reaching consequences politically, economically and
culturally. The very way in which media seeks to appeal to its consumers has
changed, with advertising moving beyond traditional top-down representations
towards more consumer-interactive and ‘entertaining’ principles. Moreover,
digital media has allowed for increased globalization, and arguably,
homogenization of mass media. Similarly, the way in which consumers engage with
media has changed dramatically, faced with increased choice and liberty. The
digital media phenomenon has ultimately changed the way in which both
consumers, producers and dispersers of media interact, resulting in the wave of
‘new media’ and a change in the way in which advertising is conducted.<o:p></o:p></div>
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BIBLIOGRAPHY:<o:p></o:p></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
McChesney,
Robert W (2001) “Global Media, Neoliberalism and Imperalism” in <i>Monthly Review</i>, March 2001, p6. <o:p></o:p></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<br /></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
Mazzarella,
William. "Culture, Globalization, Mediation." <i>Annual Review of
Anthropology </i>33, no. 1 (2004): 345-67.Thomson, Irene Taviss.
"Individualism and Conformity in the 1950s Vs. The 1980s." <i>Sociological
Forum </i>7, no. 3 (1992): 497-516.<!--[if supportFields]><span
style='mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin'><span
style='mso-element:field-begin'></span> ADDIN EN.CITE
<EndNote><Cite><Author>Flew</Author><Year>2008</Year><RecNum>44</RecNum><record><rec-number>44</rec-number><foreign-keys><key
app="EN" db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">44</key></foreign-keys><ref-type
name="Book">6</ref-type><contributors><authors><author>Terry
Flew</author></authors></contributors><titles><title>New
Media : An Introduction</title></titles><edition>3</edition><section>53</section><dates><year>2008</year></dates><pub-location>Oxford</pub-location><publisher>Oxford
University
press</publisher><urls></urls></record></Cite></EndNote></span><![endif]--><!--[if supportFields]><span
style='mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin'><span
style='mso-element:field-end'></span></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<span lang="EN-US">Winston, Brian. <i>How
are Media Born and Developed?</i> In John Dowling, Ali Mohammadi, Anabelle
Sreberny-Mohammadi (eds) ‘<i>Questioningthe
Media: A critical Introduction’</i>, London, Sage, 1995<o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<!--[if supportFields]><span
lang=EN-US style='mso-bidi-font-family:Calibri;mso-bidi-theme-font:minor-latin;
mso-ansi-language:EN-US'><span style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.REFLIST <span style='mso-element:
field-separator'></span></span><![endif]--><a href="http://www.blogger.com/blogger.g?blogID=590851132326364939" name="_ENREF_1"><span lang="EN-US">Appadurai, Arjun.
"Disjuncture and Difference N the Global Cultural Economy." <i>Public Culture </i>2, no. 2 (1990): 322-30.</span></a><span lang="EN-US"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<br /></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<span lang="EN-US">Flew, Terry. <i>New
Media : An Introduction</i>. 3 ed.
Oxford: Oxford University press, 2008.</span><span lang="EN-US"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<br /></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<span lang="EN-US">Jenkins, Henry. "The Cultural Logic of Media
Convergence." <i>International Journal
of Media </i>7, no. 1 (2004): 33-43.</span><span lang="EN-US"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939" name="_ENREF_4"><span lang="EN-US">Sheehan, Kim. "Beyond Convergence: Confluence
Culture and the Role of the Advertising Agency in a Changing World." <i>First Monday </i>14, no. 3 (2009).</span></a><span lang="EN-US"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36pt; text-indent: -36pt;">
<a href="http://www.blogger.com/blogger.g?blogID=590851132326364939" name="_ENREF_5"><span lang="EN-US">Spurgeon, C. "From the 'Long Tail' to 'Madison and
Vine'." Chap. 2 In <i>Advertising and
New Media</i>. New York: Routledge, 2008.</span></a><span lang="EN-US"><o:p></o:p></span></div>
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<!--[if supportFields]><span lang=EN-US style='mso-bidi-font-family:
Calibri;mso-bidi-theme-font:minor-latin;mso-ansi-language:EN-US'><span
style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.REFLIST <span style='mso-element:
field-separator'></span></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<span lang="EN-US">Galloway,
Alexander. "What Is New Media? Ten Years after the Language of New
Media." In <i>Criticism</i>, 377-84,
2011.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<br /></div>
<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt 36pt; text-indent: -36pt;">
<span lang="EN-US">Manovich,
Lev. <i>The Language of New Media</i>. Massachusetts: MIT Press, Cambridge, 2001.<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US">Selwyn,
Neil. "Making Sense of Young People, Education and Digital Technology: The
Role of Sociological Theory." <i>Oxford
Review of Education </i>38, no. 1 (2012): 81-96.<o:p></o:p></span></div>
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref1" name="_ftn1" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[1]</span></span><!--[endif]--></span></a> McChesney,
Robert W (2001) “Global Media, Neoliberalism and Imperalism” in <i>Monthly Review</i>, March 2001, p6. <span lang="EN-US"><o:p></o:p></span></div>
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref2" name="_ftn2" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[2]</span></span><!--[endif]--></span></a> I<span lang="EN-US">bid.<o:p></o:p></span></div>
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<div id="ftn3">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref3" name="_ftn3" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[3]</span></span><!--[endif]--></span></a> <!--[if supportFields]><span
style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.CITE
<EndNote><Cite><Author>Jenkins</Author><Year>2004</Year><RecNum>50</RecNum><DisplayText>Henry
Jenkins, &quot;The Cultural Logic of Media Convergence,&quot; <style
face="italic">International Journal of Media </style>7, no.
1
(2004).</DisplayText><record><rec-number>50</rec-number><foreign-keys><key
app="EN"
db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">50</key></foreign-keys><ref-type
name="Journal
Article">17</ref-type><contributors><authors><author>Henry
Jenkins</author></authors></contributors><titles><title>The
Cultural Logic of Media
Convergence</title><secondary-title>International Journal of Media
</secondary-title></titles><periodical><full-title>International
Journal of Media</full-title></periodical><pages>33-43</pages><volume>7</volume><number>1</number><dates><year>2004</year></dates><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span><![endif]-->Henry Jenkins, "The Cultural Logic of Media Convergence," <i>International Journal of Media </i>7, no. 1
(2004).<!--[if supportFields]><span style='mso-element:field-end'></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="ftn4">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref4" name="_ftn4" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[4]</span></span><!--[endif]--></span></a> Ibid.<o:p></o:p></div>
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<div id="ftn5">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref5" name="_ftn5" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[5]</span></span><!--[endif]--></span></a> <!--[if supportFields]><span
style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.CITE
<EndNote><Cite><Author>Jenkins</Author><Year>2004</Year><RecNum>50</RecNum><DisplayText>Jenkins,
&quot;The Cultural Logic of Media Convergence.&quot;</DisplayText><record><rec-number>50</rec-number><foreign-keys><key
app="EN" db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">50</key></foreign-keys><ref-type
name="Journal
Article">17</ref-type><contributors><authors><author>Henry
Jenkins</author></authors></contributors><titles><title>The
Cultural Logic of Media Convergence</title><secondary-title>International
Journal of Media
</secondary-title></titles><periodical><full-title>International
Journal of
Media</full-title></periodical><pages>33-43</pages><volume>7</volume><number>1</number><dates><year>2004</year></dates><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span><![endif]-->Jenkins, "The Cultural Logic of Media Convergence."<!--[if supportFields]><span
style='mso-element:field-end'></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="ftn6">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref6" name="_ftn6" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[6]</span></span><!--[endif]--></span></a> <!--[if supportFields]><span
style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.CITE
<EndNote><Cite><Author>Appadurai</Author><Year>1990</Year><RecNum>51</RecNum><DisplayText>Arjun
Appadurai, &quot;Disjuncture and Difference n the Global Cultural
Economy,&quot; <style face="italic">Public
Culture</style> 2, no. 2
(1990).</DisplayText><record><rec-number>51</rec-number><foreign-keys><key
app="EN"
db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">51</key></foreign-keys><ref-type
name="Journal
Article">17</ref-type><contributors><authors><author>Arjun
Appadurai</author></authors></contributors><titles><title>Disjuncture
and Difference n the Global Cultural
Economy</title><secondary-title>Public
Culture</secondary-title></titles><periodical><full-title>Public
Culture</full-title></periodical><pages>322-330</pages><volume>2</volume><number>2</number><dates><year>1990</year></dates><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span><![endif]-->Arjun Appadurai, "Disjuncture and Difference n the Global Cultural
Economy," <i>Public Culture</i> 2, no.
2 (1990).<!--[if supportFields]><span style='mso-element:field-end'></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="ftn7">
<div class="MsoFootnoteText">
<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref7" name="_ftn7" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[7]</span></span><!--[endif]--></span></a><!--[if supportFields]><span
lang=EN-US style='mso-ansi-language:EN-US'><span style='mso-element:field-begin'></span>
ADDIN EN.CITE
<EndNote><Cite><Author>Spurgeon</Author><Year>2008</Year><RecNum>52</RecNum><DisplayText>C
Spurgeon, &quot;From the &apos;Long Tail&apos; to &apos;Madison
and Vine&apos;,&quot; in <style
face="italic">Advertising and New media</style> (New York:
Routledge, 2008).</DisplayText><record><rec-number>52</rec-number><foreign-keys><key
app="EN"
db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">52</key></foreign-keys><ref-type
name="Book
Section">5</ref-type><contributors><authors><author>C
Spurgeon </author></authors></contributors><titles><title>From
the &apos;Long Tail&apos; to &apos;Madison and
Vine&apos;</title><secondary-title>Advertising and New
media</secondary-title></titles><section>2</section><dates><year>2008</year></dates><pub-location>New
York</pub-location><publisher>Routledge</publisher><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span></span><![endif]--><span lang="EN-US">C Spurgeon,
"From the 'Long Tail' to 'Madison and Vine'," in <i>Advertising and New media</i> (New York: Routledge, 2008).</span><!--[if supportFields]><span
lang=EN-US style='mso-ansi-language:EN-US'><span style='mso-element:field-end'></span></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="ftn8">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref8" name="_ftn8" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[8]</span></span><!--[endif]--></span></a> <!--[if supportFields]><span
lang=EN-US style='mso-ansi-language:EN-US'><span style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.CITE
<EndNote><Cite><Author>Spurgeon</Author><Year>2008</Year><RecNum>52</RecNum><DisplayText>Ibid.</DisplayText><record><rec-number>52</rec-number><foreign-keys><key
app="EN" db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">52</key></foreign-keys><ref-type
name="Book
Section">5</ref-type><contributors><authors><author>C
Spurgeon </author></authors></contributors><titles><title>From
the &apos;Long Tail&apos; to &apos;Madison and
Vine&apos;</title><secondary-title>Advertising and New
media</secondary-title></titles><section>2</section><dates><year>2008</year></dates><pub-location>New
York</pub-location><publisher>Routledge</publisher><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span></span><![endif]--><span lang="EN-US">Ibid.</span><!--[if supportFields]><span
lang=EN-US style='mso-ansi-language:EN-US'><span style='mso-element:field-end'></span></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
<div id="ftn9">
<div class="MsoFootnoteText">
<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref9" name="_ftn9" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[9]</span></span><!--[endif]--></span></a> <span lang="EN-US">Ibid.<o:p></o:p></span></div>
</div>
<div id="ftn10">
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<a href="file:///C:/Users/Dylan/Documents/Uni/mas105/Discuss%20the%20phenomenon%20of%20digital%20media%20convergence%20in%20relation%20to%20one%20of%20the%20following.docx#_ftnref10" name="_ftn10" title=""><span class="MsoFootnoteReference"><!--[if !supportFootnotes]--><span class="MsoFootnoteReference"><span style="font-family: "Calibri","sans-serif"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-AU; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">[10]</span></span><!--[endif]--></span></a> <!--[if supportFields]><span
style='mso-element:field-begin'></span><span
style='mso-spacerun:yes'> </span>ADDIN EN.CITE
<EndNote><Cite><Author>Sheehan</Author><Year>2009</Year><RecNum>53</RecNum><DisplayText>Kim
Sheehan, &quot;Beyond convergence: Confluence culture and the role of the
advertising agency in a changing world,&quot; <style
face="italic">First Monday</style> 14, no. 3
(2009).</DisplayText><record><rec-number>53</rec-number><foreign-keys><key
app="EN" db-id="xtfaptzd60z0w7efrdmv5tvjatrxtxvvxpev">53</key></foreign-keys><ref-type
name="Journal
Article">17</ref-type><contributors><authors><author>Kim
Sheehan</author></authors></contributors><titles><title>Beyond
convergence: Confluence culture and the role of the advertising agency in a
changing world</title><secondary-title>First Monday</secondary-title></titles><periodical><full-title>First
Monday</full-title></periodical><volume>14</volume><number>3</number><dates><year>2009</year></dates><urls></urls></record></Cite></EndNote><span
style='mso-element:field-separator'></span><![endif]-->Kim Sheehan, "Beyond convergence: Confluence culture and the role of
the advertising agency in a changing world," <i>First Monday</i> 14, no. 3 (2009).<!--[if supportFields]><span
style='mso-element:field-end'></span><![endif]--><span lang="EN-US"><o:p></o:p></span></div>
</div>
</div>
Dylan Crowtherhttp://www.blogger.com/profile/13017796617256378993noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-20199979015942969322012-08-31T15:26:00.000+10:002012-08-31T15:28:44.755+10:00Tiegan Scully; Convergence Essay; 42774012<!--[if gte mso 9]><xml>
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<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></span></b></div>
<div class="MsoNormal" style="text-align: right;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 18px;"><b><br /></b></span></span></div>
<div class="MsoNormal" style="text-align: right;">
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="color: #a64d79; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">THE PHENOMENON OF DIGITAL MEDIA CONVERGENCE IN RELATION TO ONLINE MUSIC VIDEO</span></span></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></span></b>
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> <span class="Apple-style-span" style="color: #674ea7;">TIEGAN SCULLY </span></span></span></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="color: #674ea7;">42774012</span><o:p></o:p></span></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></span></b></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 18px;"><b><br /></b></span></span>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 18px;"><b><br /></b></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 18px;"><b><br /></b></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">As society advances socially, economically and
technologically, an emphasis has been put on the phenomenon of digital media
convergence. This phenomenon describes the conglomeration of various media and
technologies, impacting on the way people obtain and use various information.
Mueller (1999) suggests that ‘convergence is driven by the declining cost of
information processing power’. <span style="mso-spacerun: yes;"> </span>Historically, analogue types of media and
technology such as telephones and telegraphs had sufficed the needs and uses of
society, but the decrease in cost of information processing has lead to the
introduction of the digital age and the standardisation of many different
processes. The prominence of the internet is one example and how it has acted
as a ‘prototype’ for future convergence media. Mueller (1999) describes the
internet as the ‘immature version of the fully digital media of the future;
representing the future of broadcasting and telecommunications as well as the
future of networked computing’. Thus through the phenomenon of digital media
convergence and the prevailing use of the internet, the uses and access to
media has changed. This has become evident in the use of music videos and how
they can now be accessed online at anytime. <o:p></o:p></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Music videos have ventured predominately into the online
sphere in the twenty first century, by the technological advances of digital
media convergence. This has mainly been seen through the boundless access and connection
to media through mediums such as iPhones, Androids, Tablets and Laptops etc. <o:p></o:p></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The technological development over time has now seen the
ability to access almost anything online through you-tube, social media, blogs
and search engines. Hence, the main focus is on the exceptional ability to
envision clips and music videos on you-tube before they are legally released.
Hilderbrand (2007) identifies the effort-less lengths and the convenience of you-tube
through ‘the specific moments a viewer wants to see, can now be searched and
accessed without the hassles of watching live broadcasts, making recording, or
waiting through exposition and commercial breaks’. <o:p></o:p></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/79fzeNUqQbQ?feature=player_embedded' frameborder='0'></iframe></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="mso-bidi-font-family: Verdana;">An example of
music video convergence evolving over time is evident through the two pop icons
Madonna and Lady Gaga, who are continuously competing for the throne of ‘Queen
Of Pop’.<span style="mso-spacerun: yes;"> </span>However, the icons have the
same socioeconomic status they developed through the media in dissimilar ways
due to the differing technological eras. In 1984, when Madonna was reaching her
stardom, the relationship built with her audience was developed through live
performances, magazine and television interviews. Nevertheless, due to digital
media convergence some may conclude that Lady Gaga has the easier era of
communication through different technologies now available. Social </span>icons,
now have the potential to manipulate their audiences through technological
advances in social media, such as twitter and face book. As of August 2012,
Lady gaga has accumulated approximately 2.2 billion views on you-tube, with a
following of approximately 1.6 million subscribers. The use of Youtube has
exposed a vast amount of people to her music videos, thus promoting her image
and stardom.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://1.gvt0.com/vi/d2smz_1L2_0/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/d2smz_1L2_0&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><param name="allowFullScreen" value="true" /><embed width="320" height="266" src="http://www.youtube.com/v/d2smz_1L2_0&fs=1&source=uds" type="application/x-shockwave-flash" allowfullscreen="true"></embed></object></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Wessels (2011) discusses how media convergence ‘concerns
cross-promotional synergy and brand extension’. Music videos can no longer be
obsolete forms of communication i.e. through television, but can embody new
media forms such as interactive campaigns and blogs (wessels, 2011). This in
turn, leads to a greater scope of audience and extension of brand imaging. Madonna’s
era in comparison to Gaga’s reflects one that has been less accessible to
various media mediums which had been segmented to specific markets. Music
videos could only be seen at programmed times through television broadcasts.
For example the ‘Rage’ and ‘Video Hits’ televised programs allowed users of the
television medium access to music videos, with no assumption that their
favourite artists could be viewed. Conversely, digital media convergence and
new channels of media access have allowed society the ability to watch what
they want, and when. <o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Therefore, the phenomenon of digital media convergence is
evident through the technological advances which have changed the way society
has access to various media such as music videos. The emergence of the internet
and you-tube has changed the way music videos can be accessed and how artists
can deliver their performances to fans. You-tube has pioneered this movement
allowing ‘viral’ and ‘revolutionary’ forms of promotion (Hilderbrand, 2007).
The process of digital media convergence has continually been developed and advanced
throughout the years. Ithiel de Sola Pool’s (1983) proposed a concept whereby ‘a
single integrated common carrier that met all media needs’ has, over time, been
refined and evolved. Thus the phenomenon of digital media convergence has been
influential for media such as music videos.<o:p></o:p></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
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<span class="Apple-style-span" style="color: #674ea7; font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><b>REFERENCES</b></span></div>
<div class="MsoNormal" style="text-align: right;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><o:p></o:p></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Mueller, M. (1999). “Digital Convergence and it
consequences”. The Public. Vol.6,No.3<o:p></o:p></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Hilderbrand, L. (2007). “YOUTUBE: WHERE CULTURAL MEMORY AND
COPYRIGHT CONVERGE. Film Quarterly. Vol. 61. <o:p></o:p></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Wessels, E. (2011). ‘Where were you when the monster hit?
Media convergence, branded security citizenship, and the trans media phenomenon
of Cloverfield’. Convergence: The international journal of research into new
media technologies. Vol. 17, No.1</span><o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/05552600121007291705noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-46984446309861116132012-08-31T15:00:00.000+10:002012-08-31T15:00:04.692+10:00Digital Media Convergence and Advertising & New Media (42895421)Throughout the late 20<sup>th</sup> century
mass media organisations such as television, radio and print vastly controlled the
majority of content delivery. This control has had a large influence on the
products we bought, the music we listened to and the television shows that we
watched. Consumers had very little control or influence over the content or
distribution. Media convergence has changed the way we are influenced. We have
a greater level of control over content we want to view, when we want to view
it and how we want to view it. These changes have meant advertisers have had to
come up with new strategies to attract consumers to purchase products. I will
be discussing how media convergence benefits consumers and how the role of the
advertiser has changed. I will also be discussing how the advertising world has
been affected by media convergence and the new strategies that agencies have
had to embrace to connect with consumers.<br />
<div class="MsoNormal">
<span lang="EN-AU"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-AU">“Media convergence is the process whereby
new technologies are accommodated by existing media and communication
industries.” (T. Dwyer, 2010) Media convergence has had an overwhelming impact
on the way we get entertainment and information, traditional forms of media
such as Television, Radio and print media are becoming less popular as consumers
use web technologies instead which enables us to view forms of information and
entertainment which would not have been possible ten years ago. Amateurs are now able to showcase there work
in ways up until recently have not been possible. “</span>Confluence culture encourages the blending of
new and traditional media outlets and blurs the boundaries of professional and
amateur.” (Beyond Convergance, 2009) <span lang="EN-AU">Today’s media
industries have a large array of delivery platforms to choose from to deliver
their content, which have only been possible over the last decade. Portable
devices are becoming smaller and more powerful at the same time; this
advancement in technology has meant information is available around the clock in
almost any location. We have become so much more dependent on these devices we
are now spending more time using the internet than watching television, in 2010
Australians averaged 21 hours and 42 minutes of Internet viewing time per week
which has surpassed television viewing which we view about 14 hours and 46
minutes. (Nielsen Australian Online Consumer Report, 2010)</span><o:p></o:p></div>
<!--EndFragment--><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgupmyKn-RCxyRbis57qrBCT-CgDHx2BunZzgJDkK3nN1YPBdAPoNQI0Lv92GiRVz5eXwXEoELq9SZKu_AR_4ydHtUrnlbEDS91svz_BamD9uNSwwU1E5KUHS_Z-Md7U-pGdE74wkUMfCE/s1600/Untitled.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgupmyKn-RCxyRbis57qrBCT-CgDHx2BunZzgJDkK3nN1YPBdAPoNQI0Lv92GiRVz5eXwXEoELq9SZKu_AR_4ydHtUrnlbEDS91svz_BamD9uNSwwU1E5KUHS_Z-Md7U-pGdE74wkUMfCE/s400/Untitled.png" width="400" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="text-align: start;"><b>(Nielsen Australian Online Consumer Report, 2010)</b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
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<span lang="EN-AU">The impact that media convergence has had
can be clearly demonstrated through The Sydney Morning Herald. The Fairfax
media newspaper now delivers its content through the use of digital services. Although
the paper option is still a key delivery mode for Fairfax Media, digital
versions of the content are now a prominent part of the business with web and
tablet versions of the news becoming a primary delivery method. It is for this
reason Fairfax now offers video and interactive content as well as print
journalism to broaden the spectrum of content they offer. <o:p></o:p></span></div>
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<span lang="EN-AU"><br /></span>
<span lang="EN-AU">Advertising is a key revenue source for The
Sydney Morning Herald but throughout the long history of the newspaper the way
it is delivered has drastically changed. We are exposed to it every single day
but traditional forms of advertising are becoming less prominent with advancement’s
in technology. Traditional forms of advertisement delivery consist of print ads,
billboards, television and radio advertising which are designed with the mass
audience in mind, they are targeted at a particular mass audience group based
on research which will see the advertising broadcast with characteristics
such as its location and its delivery medium. It is now so much easier for
advertising agencies to target individuals opposed to a group audience. “ The
internet search engine is, perhaps, the single most important development for
informational advertising since the time of the first paid newspaper
advertisements or the telephone.” “Advertisers target search terms rather than
consumers.” (Spurgon, 2008). <o:p></o:p></span></div>
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<span lang="EN-AU">An advance in technology that shock up the
advertising world was the V.C.R. People watching television no longer had to
sit through commercial slots but instead could time shift television to view a
programme when it suited them and also skip through the commercial slots, today
time shift products such as PVR’s are more popular than ever. It for this
reason advertising agencies have to look at new means to showcase a product
through methods such as product integration and branded entertainment. These
are usually discreet forms of advertising so the viewer is not always aware of
the advertisement. Jean-Marc Lehu describes there as being four types of
product placement that are used in film and television, Classic placement where
the product is clearly on display, Institutional placement where a location is put
on show such as hotel, Evocative placement where an item is showcased apposed to
a brand such as a Champagne bottle with no brand on show and stealth placement
is when the branding is so discreet that it usually goes undetected, they are
all techniques film and television makers seek when determining how to use
product placement.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-AU"><br /></span>
<span lang="EN-AU">Media convergence is very effective through Apple's iAd strategy. Subliminal advertising is key component to it
being effective for there devices. The iAd strategy works by integrating into others
App’s and acts as another form of revenue to the Developer, whenever the ad is
pressed on the developer receives revenue but also takes them to another App
which appears integrated. But many of these Apps do not portray there product
with the ‘in your face buy my product approach’, but instead delivery is a form
of entertainment whether it be through a game or seamless navigation the
quality of the App manages to get the user to embrace the advertisement. This
is a clear example of the philosophy behind media convergence and branded
entertainment. By using new forms of media advertising agencies are able to
convey their message through an entertaining approach.<o:p></o:p></span></div>
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<span lang="EN-AU"><br /></span></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dyyZXzrEFjKFZf3vnB_dyDVP00-FkQK-MU2M_6JJTZsAIbaxnj9wwhQRiXOxjHphmXnet9uIDLiQUDmQeLNfw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<div>
<div style="text-align: center;">
<b><br /><span style="background-color: white;">ABC'S Media Watch program talks about how the television networks are using product integration and branded entertainment in there programming.</span></b><br />
<b><span style="background-color: white;"><br /></span></b>
<br />
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<span lang="EN-AU">Media convergence has had an overwhelming
effect on the services we now really on a daily basis such as video and audio
sharing services, social networking websites and many more. Convergence has
allowed amateurs to broadcast to the wider population with such ease that have
only been available recently. Consumers now have more choice with such a
variety of services available through the competitive bases of the industry. Advertising agencies have stretched the creative boundaries to broadcast there
messages as media convergence has meant that traditional means of broadcasting
a message is no longer the most effective way. As technology continues to develop new forms of media and broadcast will
continue to appear.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-AU"><br /></span></div>
<h2 style="text-align: left;">
<span lang="EN-AU">Reference List</span></h2>
<div>
<div style="text-align: left;">
<span lang="EN-AU">Dwyer, T. (2010) Media Convergence McGraw Hill. Berkshire. pp.1-23</span></div>
<div style="text-align: left;">
<span lang="EN-AU"><br /></span></div>
<div style="text-align: left;">
Spurgeon, C. (2008) Advertising & New Media Ozon Routledge. pp. 24-25</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<span style="text-align: center;">Nielsen</span> Australia. (2010) Australian Online Consumer Report.</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Dinnie, K. (2008) Branded entertainment: Product placement & brand strategy in the entertainment business. pp.216-217</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Sheehan, K.B. and Morrison, D.K. (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world [online]. First Monday. Available at: <span style="text-align: center;">http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2239/2121 [Accessed 27 August 2012].</span></div>
<div style="text-align: left;">
<span style="text-align: center;"><br /></span></div>
<div style="text-align: left;">
<span style="text-align: center;">Media Watch (2012) Branding Entertainment (broadcast date 18 June 2012) [television programme]. Sydney: ABC.</span></div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<br /></div>
</div>
<div>
<div style="text-align: left;">
<span lang="EN-AU"><br /></span></div>
</div>
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Anonymoushttp://www.blogger.com/profile/06451981386696029051noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-91307909621784114202012-08-31T14:48:00.001+10:002012-08-31T14:48:40.871+10:00Media Convergence Essay<i>Joseph Sheehan, 41460219</i><br />
<br />
<h2>
Music Video Online</h2>
<br />
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<br />
<div class="MsoNormal">
As technology becomes increasingly sophisticated and the
popularity of accessing media content from various platforms grows, the
phenomenon of digital media convergence continues to be an important issue in
the contemporary world for many technological, social, cultural and economic
reasons. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Media convergence is described by Dwyer as “the process
whereby new technologies are accommodated by existing media and communication
industries and cultures”, referring to “the intersection of distinct media and
information technology systems that have previously been thought of as separate
and self-contained” (2010, 2), whether it is watching television on the home
computer, accessing the internet through the TV set, or listening to music on a
mobile phone.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
However, there is more to digital media convergence than new
technologies and methods of accessing media content – the connections between
industries, producers and consumers are redefined and must be considered in new
ways (Jenkins 2004, 34). It can also lead to the appropriation of existing
media and industries as a result of new settings, especially online.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In contrast to previous models of media production, the
phenomenon of media convergence turns the passive user into an active one, with
today’s media production incorporating a more “bottom-up consumer-driven
process” (37). At the same time, corporations are learning how to exploit the
unification of different forms of media to increase revenue and connect with a
broader audience (37).</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The music industry is one sector that has been affected by
media convergence, and this has impacted the accessibility of music video, the
content of the music video, and the concept of the music video as a form of
online marketing. According to Hildebrand, “television-computer convergence”
has been coming for quite some time (2007, 48). In the past decade,
developments in digital technology have caused a shift in consumer behaviours
and the way that television is received and watched – high-speed internet and
advances in computer memory have resulted in the growth of “internet video
distribution” (48).</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Video sites such as YouTube reveal the acceleration of
spectatorial consumption (49), and indicate a larger trend of consumers
expecting content on-demand, fitting with Jenkins’ description of the user who
is active, rather than passive (37). Hildebrand states that the internet and
YouTube have “accelerated and exaggerated these expectations for availability”
(50). Furthermore, while previous passive consumers were “isolated individuals”,
new consumers are “socially connected” (Jenkins, 37), giving rise to the
phenomenon of the “viral video”, where a video is shared among internet users
at such a speed that its view count may rise into the millions overnight. This
is a clear example of Dwyer’s understanding of media convergence as existing
media accommodating new technologies – the internet serves as a new vehicle for
consumers to access music video.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
How has this new accessibility changed the concept of the
music video, both as an art form and marketing device?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
According to Dwyer, the “introduction and rapid diffusion of
digital media have brought about profound changes in the nature and
organisation of contemporary mediated communication”, with different forms of
media becoming increasingly available online and via mobile technology (6) –
the internet is Dwyer’s “new technology” which accommodates “existing media”
(2) As a result, the majority of people are now able to be constantly “plugged
in”, accessing music, video and other media from anywhere, at any time. Holt
argues that online video has become a major communicative tool (2011, 52), and
this has had a profound impact on the distribution and consumption of music.
Due to the new accessibility of music video through the internet, on sites such
as YouTube, music is experiencing “audiovisual convergence”, and video is
infiltrating all aspects of the music industry (50), and is taking on new and
extended functionality. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Music video allows consumers a highly visual experience with
their music, stretching the range of communication and adding a new layer of
sensory stimulation, adding a “visual dimension to music consumption” and
creating a narrative surrounding the music (52). Online accessibility is also
influencing the form of the music video – the parameters and rules of MTV are
being disregarded, and artists are producing long “cinematic song-videos”, such
as <i style="mso-bidi-font-style: normal;">Telephone</i> by Lady Gaga (2010),
which according to Holt resemble a “real cinematic experience of the artist and
the music” (52).</div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/GQ95z6ywcBY?feature=player_embedded' frameborder='0'></iframe></div>
<div class="MsoNormal" style="text-align: center;">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
At a total length of almost ten minutes, the music in <i style="mso-bidi-font-style: normal;">Telephone</i> doesn’t begin until close to
the three-minute mark – the length of most mainstream pop songs. The video
follows the typical Hollywood convention of a three-act structure, with the
beginning establishing the setting and “characters”, the middle detailing most
of the action, and the end wrapping up the story. While many music videos
include or allude to a story or plot, the video for <i style="mso-bidi-font-style: normal;">Telephone</i> takes this further. The music is intermittent, broken up
by action scenes and dialogue, and there is even the inclusion of opening and
closing credits.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In this way, Lady Gaga has taken advantage of the internet
accommodating the existing media of the music video, and she has transformed
its traditional conventions in the online setting to create an appropriated
form. Holt’s concept of “audiovisual convergence” is expanded to incorporate
cinematic conventions.</div>
<div class="MsoNormal">
The phenomenon of music video online has also extended to
economic factors. The function as a marketing tool which has always been the
undercurrent of music video is being used in new ways, in an environment where
the sharing of information is important for promotion (52). In this way, the
distribution of online video has become an important feature of music
promotion.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Holt argues that the music industry is “under pressure” to
provide online content to fans that is readily accessible (53). One of the main
factors contributing to the growth of audiovisual convergence is the need to be
noticed in a media-intense society (53), and music video online is an important
promotional tool for artists in the contemporary market. According Valler, Lady
Gaga is an artist who exploits opportunities for audiovisual convergence and
spreadability for economic purposes (2012). In this way, the internet is
Dwyer’s new technology, accommodated by the existing media industry of the
music business (2).</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As we can see, digital media convergence can lead to the
appropriation of existing forms of media and industry, as they are accommodated
by new technologies. These new settings can lead to the transformation of media
and the way they are distributed. This is apparent with the phenomenon of music
video online, and has impacted the medium as an art form, economic tool as its
accessibility.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>References</b> </div>
<div class="MsoNormal">
<br /></div>
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<div class="MsoNormal">
Dwyer, Tim. 2010. <i style="mso-bidi-font-style: normal;">Media
Convergence</i>. Berkshire: McGraw-Hill.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Hildebrand, Lucas. 2007. “YouTube: Where cultural memory and
copyright converge.” <i style="mso-bidi-font-style: normal;">Film Quarterly</i>
61 (1): 48-57.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Holt, Fabian. 2011. “Is music becoming more visual? Online
video content in the music industry.” <i style="mso-bidi-font-style: normal;">Visual
Studies</i> 26 (1): 50-61.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Jenkins, Henry. 2004. “The Cultural Logic of Media
Convergence.” <i style="mso-bidi-font-style: normal;">International Journal of
Cultural Studies</i> 7 (33): 33-43.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Lady Gaga. 2010. “Telephone.” On <i style="mso-bidi-font-style: normal;">The Fame Monster</i>. Digital recording. Santa Monica: Interscope
Records.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Vellar, Agnese. 2012. “Spreading the cult body on YouTube: A
case study of ‘Telephone’ derivative videos.” <i style="mso-bidi-font-style: normal;">Transformative Works and Cultures</i>. 9 (2012). <a href="http://journal.transformativeworks.org/index.php/twc/article/view/313/300">http://journal.transformativeworks.org/index.php/twc/article/view/313/300</a>.</div>
Anonymoushttp://www.blogger.com/profile/15657851767984158351noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-89636953142017499772012-08-31T14:45:00.002+10:002012-08-31T14:50:04.879+10:00Digital Media Convergence and Music Videos<b><span class="Apple-style-span" style="color: red; font-size: large;">The Viral Phenomenon of online music videos</span></b><br />
<b><span class="Apple-style-span" style="color: red;"><br /></span></b>
<b><span class="Apple-style-span" style="color: red;"></span></b><br />
<div class="separator" style="clear: both; text-align: center;">
<b><span class="Apple-style-span" style="color: red;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX7cw2TCmHWkpu41ibun_qBa5KNIuF-FuF5yTKdgy3TdDZxgcw_wm62WZz5W0AjODZC3Gb1Q8FarpSGvYbcCjLxhFzTGjlXXEp-0KXrL5o7_WZQ2ucsb2gI-b6IfSSvpMovPCTkFo9gRE/s1600/youtube-vevo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="83" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX7cw2TCmHWkpu41ibun_qBa5KNIuF-FuF5yTKdgy3TdDZxgcw_wm62WZz5W0AjODZC3Gb1Q8FarpSGvYbcCjLxhFzTGjlXXEp-0KXrL5o7_WZQ2ucsb2gI-b6IfSSvpMovPCTkFo9gRE/s400/youtube-vevo.jpg" width="400" /></a></span></b></div>
<div>
<div style="text-align: center;">
<i>Rebecca Le Bas</i><b style="color: red;"> </b></div>
</div>
<br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US">Digital media convergence i</span><span lang="EN-US">s a viral phenomenon that has seen “New technologies become accommodated by existing media and communication industries and cultures” <i>(Jenkins: 2006, pg. 2)</i>. Online media distributors such as “</span><a href="http://www.google.com/"><span lang="EN-US">Google</span></a><span lang="EN-US"> and </span><a href="http://www.youtube.com/"><span lang="EN-US">YouTube</span></a><span lang="EN-US"> have accelerated and exaggerated these expectations for availability.” (Hilderbrand 2007, p.50) Further, Sheehan and Morrison (2009) explain that "</span></span><span class="Apple-style-span" style="color: #111111; line-height: 15px;"><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">As Internet connectivity and digital capabilities continue to expand across global populations, increasing numbers of online users are expressing their thoughts, desires, interests, and creativity online."</span></span></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Technology and news can get published on more media
platforms, with the same, or fewer resources. This statement has been
exemplified through the myriad of products accessible from the one platform. An
Apple iPhone is multifaceted technology acting as a
music player, camera, GPS, movie player and a phone. The below video is an
example of recent television adverts advertising the Apple iPhone and providing
great emphasis on it’s many functions</span>. Due to these technological convergences, it has provided
changes in the way audiences view music videos. <o:p></o:p></span><br />
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br /></span>
<iframe allowfullscreen="allowfullscreen" frameborder="0" height="360" src="http://www.youtube.com/embed/6XYbVwg5B7g" width="640"></iframe>
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br /></span>
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br />
</span></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">The online music industry giant’s mark
is creating a higher following than television viewers. Youtube is the world’s
largest video sharing website and since its birth in February 2005, has created
a personalized selling point to market themselves individually to consumers. Individuals
from anywhere in the world can produce and distribute their own content and
works. </span><span lang="EN-US" style="mso-ansi-language: EN-US;">The participatory culture created by YouTube has therefore blurred the
line between consumer and producer. Simply, non-professionals now have access
to production, distribution and exhibition of media and can even outdo professionals</span></span><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">. Within modern mediascapes,
this become one of the few places where media ownership is dispersed rather
than concentrated. Jenkins (2006) however still concludes that corporations
have greater influence than individuals overall.</span><br />
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></span>
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<span lang="EN-US" style="font-family: Times, 'Times New Roman', serif; mso-ansi-language: EN-US;">Advertisers of youtube have cleverly
marketed the You’ to provide freedom to the user to cater to their daily needs
and fixes of television shows, audio and most potently music videos at their disposal.
Billions upon billion of users upload music videos everyday to get their name
out into the music industry. Internet connections have also meant individuals can
collaborate their talents into a band. Fellow youtubers have done just that including
“What about Tonight”, an Australian band featured on X factor 2012. The five
band members have been marketed as Australia’s answer to global teen heart
throbes “One Direction.” Youtube provides a diverse platform to solo and
aspiring musicians. Below is a clip of “What About Tonight” performing a cover
of Maroon 5’s Hit “Pay Phone.” Youtube has been effectively to market their
homegrown success and likeability to the Australian population; the video's already reached 204, 000 views!<o:p></o:p></span></div>
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<span class="Apple-style-span" style="color: red; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18px;">“Music video were once the most interesting things that happened in the media landscape in the 80s and 90s. However, the golden age of the music video is long gone and the Internet has caused the end of music videos as we know them. But music videos are born again, in a new form, and in a new space, youtube” (Sibilla 2010).</span><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></span>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Many popular music video networks on television
like MTV and Video Hits that dictated early wakeups on a Saturday morning are
dying out. What once used to be all about money through advertisements and
investments are now gradually losing viewers due to convergence as a single
user can record a show and upload it online to share it to millions of others. </span><span lang="EN-US">Many large music companies are investing online music videos primarily through youtube and VEVO- a partnership has generated a wider audience as over 800 million unique users visit YouTube each month. Youtube heavily advertises I Tunes, particularly direct links to buy Itunes music for corresponding music videos. Mainstream artists like </span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">One Direction </span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">and </span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">LMFAO</span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US"> use the video sharing website </span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">Youtube</span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US"> to gain exposure as they have profile page, distributing music videos and engaging with their audiences around the globe. The scale of budget is interesting, the high budgeted "Party Rock Anthem" by </span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">LMFAO reached an impressive</span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US"> 409 million views. </span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US">Ok Go’s</span></span><span class="Apple-style-span" style="border-collapse: separate;"><span lang="EN-US"> “This too shall pass” which was filmed in one take with minimal production costs garnered almost 35 million views. “Online users also enjoy the confidence of authorship as they create content for themselves and others, then share that content as entertainment and information” (Jenkins, 2006). A great benefit of YouTube is that it encourages low budget music videos and artistic interpretation.</span></span></span><br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Convergent social giant media Facebook is shortening the geographical distance of communication
between artists and fan bases. A sense of unity can be created just like Benedict
Anderson discusses through his notion of an ‘Imagined Community.' Viewers don't all need to be in the same location, they can be anywhere in the world. Through the convergence of music video and the
Internet, it has provided a sense of equality for all artists as potential
artists have the opportunity to have their music heard. Triple J Un-Earthed
website has also allowed individuals to connect and contact aspiring artists
and listen to their music, allowing a larger pool of people to appreciate and
link their friends to these artists and diversify the music industry more than
ever. Mainstream television music video shows like Video Hits often only
facilitated hit songs and chart toppers, excluding fresh talent. A positive
outcome of media convergence in regards to music videos is that big artists
only get bigger, while the small are provided with opportunity to grow. In the music video online industry, Justin
Bieber Fever became a youtube craze through crazy success of “baby" and his latest track "Boyfriend." The video
went viral online through means such as Facebook and Twitter, following suite
from Rebecca Black’s “Friday” which garnered 27 million YouTube views in 2011.
Bieber’s 2010 “Boyfriend” gained over 137 million viewers. </span><br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">In conclusion, the phenomenon of digital media has brought great
benefits to all media industries. Through technological, cultural
and social processes digital
convergence has occurred to make media industries such as music video online
much more accessible, affordable and enjoyable to the general public. Through
the aid of social networking sites such as Facebook and Twitter, and self
broadcasting sites such as YouTube, amateur musicians have been able to
produce, broadcast and control their own music in the digital media scene. The
online music video industry has been truly revolutionized as a greater
diversity of music genres and artists have reached our accessibility via the
internet. The huge media convergent
platform that “Youtube” provides will lead to further ventures
once unimaginable. </span><br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i>Reference List</i></span></div>
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<strong style="font-style: inherit; font-weight: bold;"><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Online Article:</span></strong></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Sheehan, Kim and Morrison, Deborah (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world in First Monday vol 14 no 3 - <a href="http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121" style="color: #562a89; text-decoration: underline;" target="_blank">http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121</a></span></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><b>Readings from MAS110 Unit Reader</b></span><br />
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US">Dwyer, T. (2010) 'Media
Convergence' McGraw Hall, Berkshire, pp1-23</span><span lang="EN-US">
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><span lang="EN-US">Hilderbrand, L. (2007), 'Film
Quarterly, Vol 61, 'Youtube: Where Cultural Memory and Copyright Converge'' pp
48-57</span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br /></span>
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Jenkins, H. (2006). Convergence Culture:
Where Old and New Media Collide. Introduction. pp. 9. New York University
Press.</span></div>
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<b><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Other Academic Reading</span></b></div>
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<span class="Apple-style-span" style="line-height: 18px;"><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Sibilla, G (2010) <i>It's the End of Music Videos as we Know them (but we Feel Fine)</i>, Transaction Publishers, pp 225-229</span></span><br />
<span class="Apple-style-span" style="line-height: 18px;"><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><br /></span></span>
<span class="Apple-style-span" style="line-height: 20px;"><b><span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;">Real-World Example</span></b></span><br />
Justin Bieber (2012) "Boyfriend", viral music video on Youtube <span class="Apple-style-span" style="font-family: Helvetica;"><a href="http://www.youtube.com/watch?v=iEPTlhBmwRg">http://www.youtube.com/watch?v=iEPTlhBmwRg</a></span><br />
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<!--EndFragment-->Rebecca Lebashttp://www.blogger.com/profile/14169899345523292248noreply@blogger.com0tag:blogger.com,1999:blog-590851132326364939.post-4637742068489215562012-08-31T14:26:00.000+10:002012-08-31T14:35:31.141+10:00Media Convergence - Advertising & New Media (Olivia Dent, 42471346)<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJDu_LVUQjp18UADv-xiPHdGAvvs8TDmJSbZ0xXHVgNOiQFBPX323uIeo-R3XtlgkLw-Oy8PMUGcdb9pPFq9AFmutePlpDYVNTa45JokiN9zoAMLThFKFYy2p6nIcc1e2oHDcn16kVfK4/s1600/nojoke.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJDu_LVUQjp18UADv-xiPHdGAvvs8TDmJSbZ0xXHVgNOiQFBPX323uIeo-R3XtlgkLw-Oy8PMUGcdb9pPFq9AFmutePlpDYVNTa45JokiN9zoAMLThFKFYy2p6nIcc1e2oHDcn16kVfK4/s1600/nojoke.jpg" /></a></div>
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<span style="line-height: 115%;"><span style="font-size: x-small;">By Olivia Dent (42471346)</span></span></h3>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-weight: normal;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Advertising has always been a part of our lives and the
desire for businesses to make a profit and market a particular image to us
means it will always be a part of our lives. Yet this doesn’t mean it hasn’t
changed. Media has always developed depending on the technology and desires of
the consumer and so has advertising from newspaper ads to Google Adwords,
television advertisements to viral videos. This means that more creative and
sometimes more intrusive ways of advertising are developed. In this essay media
convergence will be defined as ‘the process whereby new technologies are
accommodated by existing media and communication industries and cultures’
(Dwyer, 2010). For advertisers, it has become much trickier to capture a consumer’s
attention with the ability to fast forward through advertising on television,
flick the page in a newspaper or mute the radio. While it is found everywhere
we may not be paying attention, rather texting or surfing the web on our
smartphones. The medium is an important factor to consider when advertising to
people finding new ways to reach an audience on a new kind of device or website
is crucial to retain a viewer’s attention. Spurgeon explains, ‘They
[advertisers] are looking for new ways to reach increasingly distracted,
distrustful and disinterested customers’ (Spurgeon, 2010 pp. 27). He goes onto
explain that many advertisers must creatively integrate their advertising to
avoid being seen as a nuisance or interruption (Spurgeon, 2010). <o:p></o:p></span></span></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5LKv59xG0zvSG7c8AJ5AN-A5hfl3sec89eo_NlGghzLhtrPb0ZEJZ0CInXpGzCA0hQHlLtwVLSRRkBgXyldxOYlieErqvRsYFFWuywusRiddzHOdAggIX7V_80KDbpu2O7t98jg-Mpok/s1600/Google+Ads.png" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="255" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5LKv59xG0zvSG7c8AJ5AN-A5hfl3sec89eo_NlGghzLhtrPb0ZEJZ0CInXpGzCA0hQHlLtwVLSRRkBgXyldxOYlieErqvRsYFFWuywusRiddzHOdAggIX7V_80KDbpu2O7t98jg-Mpok/s320/Google+Ads.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Arial, Helvetica, sans-serif; text-align: left;"><span style="font-size: xx-small;">Google Adwords search (2012)</span></span></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-weight: normal;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">One form of successful online advertising is search engine
advertising. The method is simple; advertisers buy a space at the top of a
search list related to a particular keyword. For example if I Google
‘advertising agencies’ on the 17<sup>th</sup> of August, three different paid
search results come up, one for a search engine advertising on Yahoo, the
second is for Believe Advertising and the third is for Press Play Creations. <a href="http://www.pressplaycreations.com.au/" target="_blank">Press Play Creations</a> offers integrated advertising for television, web development
and social media (Press Play Creations, 2012) which is another great example of
media convergence, not just the method I found it through. As Spurgeon explains
‘Advertising in search engines and online directories is the largest and one of
the fastest growing segments of online advertising’ (2010, pp. 25). Google offers
these services and it has earned billions of dollars from them and continues to
do so. In 2011 the profit from advertising revenue achieved a 29% profit increase
(Google, 2012). All parties involved are able to profit. Companies like Google
are able to gain huge profits from this simple advertising technique. Businesses
are targeting potential customers more effectively than television because they
are searching for these businesses. The user benefits because they are shown
advertisements relevant to their search. Google also profits from advertising,
not just from the search words but from the details they gain about their
users. They are able to effectively target potential customers due to the large
amount of information they gather about their users via Gmail, Google+ and Google
Chrome. <o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><span style="font-weight: normal;">Facebook uses a similar technique, asking users to ‘Like’
pages to gather and then they target those users via a few simple
advertisements on the right side of the page. Users also have the option to
remove types of ads completely and asked to explain why this advertisement isn't useful. Reasons such as it “goes against their beliefs” or just “doesn’t
interest them” are some of the options (Facebook, 2012). Another convergent
advertising practice is businesses on Facebook creating pages to ‘like’. These
pages might feature free products or invites to exclusive events if you ‘like’
the page. This results in businesses having a direct path to their customers to
advertise to. This can backfire on the business as it has with Target recently.
An angry mother posted a comment on <a href="http://www.facebook.com/targetaus" target="_blank">their Facebook page</a> stating the clothing
range for young children that makes them ‘look like tramps’ (Bourke, 2012). <a href="https://www.facebook.com/targetaus/posts/510221122336863" target="_blank">This post </a>received 50,000 likes and comments and resulted in widespread negative
media coverage (Bourke, 2012). So while convergent advertising can be a useful
way of targeting customers and creating a community around a product, that community
can revolt and create a negative image for a brand. Yet in this convergent
world we live in, not being on websites like Facebook can be detrimental to
companies, as brands are able to ‘retain some level of control in the creation
of messages, and creates communities where brand managers can learn of any
negative message that may occur’ (</span><span style="background-color: white; font-weight: normal; line-height: 115%;">Sheehan,
Morrison 2009)</span><span style="font-weight: normal;"><o:p></o:p></span></span></div>
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<span style="font-weight: normal;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"> It has
been proven that advertising and branding via social networking works on a
whole new level. For example, a study explained by Pelsmacker and Neijens examined
the strength of a campaign if sent through social networks compared to other
media. It was found that something like a television advertisement sent to
someone via social media creates a more positive attitude towards the brand and
campaign because it was shared in a more personal manner, but if it is shown on
television it would get nowhere near that kind of reaction (Pelsmacker and
Neijens, 2012). An example of this style of advertising being a huge success is
the ‘big beer ad’ for Carlton Draught. This ad frequently aired on television
and also made a huge impact online, getting millions of views on YouTube and
being shared among friends. While it didn’t impact on the share price of the
company and the sales of the product slowed, most likely due to a slight
decline in the market at that time, they still consider it to be a success as
the brand as a whole benefited greatly (SMH, 2007). An independent survey
showed after the ad aired and spread across the internet ‘84 per cent were able
to name the brand unprompted, 47 per cent felt more positive about the brand’ (SMH,
2007). This kind of media convergence, an advertisement made for television and
to be shared among friends online is very popular among businesses, but it must
be worth sharing in the first place to be a success online. <o:p></o:p></span></span></div>
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<object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://0.gvt0.com/vi/eH3GH7Pn_eA/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/eH3GH7Pn_eA&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><param name="allowFullScreen" value="true" /><embed width="320" height="266" src="http://www.youtube.com/v/eH3GH7Pn_eA&fs=1&source=uds" type="application/x-shockwave-flash" allowfullscreen="true"></embed></object></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"> </span><span style="font-weight: normal;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">The shift from conventional television, newspaper and radio
advertising has meant that advertisers need to be more creative in their
approach. The Big Beer Ad was extremely successful for Carlton Draught, while
it didn’t affect sales too much it gave them increased brand awareness because
they were able to reach a wide audience across television and the internet. Another
method of advertising with new media is Google Adwords which feature small advertisements
when someone searches a particular term. Google also targets users via the
information they collect from e-mail and the Google browser. This has resulted
in a huge increase in profits and a more successful method of advertising
rather than using other media. While
older methods of advertising such as television, radio or newspapers has its
advantages, targeting potential customers online, or creating advertisements
for multiple mediums means that it can reach a wider audience and there is a
better chance audiences will react in a more positive way and reach a greater
number of people than if it was created for only one medium. </span></span><o:p></o:p></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">References:</span></h3>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;">Bourke, E., 2012, Facebook targets retailer over tramp
complaint, The World Today, Viewed 17/08/12, <a href="http://www.abc.net.au/worldtoday/content/2012/s3567272.htm">http://www.abc.net.au/worldtoday/content/2012/s3567272.htm</a><o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="background-color: white; font-weight: normal; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Dwyer, T. (2010) Media
Convergence, McGraw Hill, Berkshire, pp 1-23. <o:p></o:p></span></span></div>
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<span style="background-color: white; font-weight: normal; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><br /></span></span></div>
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<span style="background-color: white; font-weight: normal; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Facebook, 2012, Facebook
Advertisements, Viewed 17/08/12 http://www.facebook.com<o:p></o:p></span></span></div>
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<span style="background-color: white; font-weight: normal; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><br /></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><span style="background-color: white; line-height: 115%;">Google, 2012, <i>Financial Tables 2012</i>, Google Inc., viewed
17/8/12, </span><a href="http://investor.google.com/financial/tables.html">http://investor.google.com/financial/tables.html</a><span class="MsoHyperlink"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><span class="MsoHyperlink">Google Adwords search image, 2012, Google
Inc., viewed 18/8/12, (<a href="https://www.google.com.au/search?source=ig&hl=en&rlz=1G1ASUT_ENAU464&q=Google+Inc&oq=Google+Inc&gs_l=igoogle.3..0l3j0i10j0l6.288587.290015.0.290149.10.9.0.1.1.1.197.1044.3j5.8.0...0.0...1ac.1.Eky96pXxDKI#hl=en&gs_nf=1&tok=ywRfVcPShoF8UU_weRkgpA&pq=google%20inc&cp=9&gs_id=n&xhr=t&q=Google%20Adwords&pf=p&rlz=1G1ASUT_ENAU464&sclient=psy-ab&oq=Google+Ad&gs_l=&pbx=1&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.&fp=bcfde0d54747dc73&biw=1920&bih=947" target="_blank">Link</a>)</span><o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><span class="MsoHyperlink"><br /></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;">Pelsmacker, P., Neijens, P. C., 2012, ‘New Advertising
formats: How persuasion knowledge affects consumer responses’, <i>Journal of Marketing Communications</i>,
Vol. 18, No.1, pp1-4<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;">Press Play Creations, 2012, ‘What We Offer’, viewed 28/8/12,
<a href="http://www.pressplaycreations.com.au/what_we_offer.php">http://www.pressplaycreations.com.au/what_we_offer.php</a><o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><span style="background-color: white; line-height: 115%;">Sheehan, Kim and Morrison,
Deborah (2009) ‘Beyond convergence: Confluence culture and the role of the
advertising agency in a changing world’ in <i>First Monday</i> vol 14 no 3, </span><span style="background-color: white; background-position: initial initial; background-repeat: initial initial; border: 1pt none windowtext; color: #562a89; line-height: 115%; padding: 0cm;"><a href="http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121" target="_blank">http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121</a></span><span style="background-color: white; line-height: 115%;"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small; font-weight: normal;"><br /></span></div>
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<span style="background-color: white; font-weight: normal; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Spurgeon, C. (2008) <i>Advertising and New Media</i>, Oxon, Routledge, pp 24-45. <o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="background-color: white; line-height: 115%;">Sydney Morning Herald,
2012, Big Ad struggles to convert plaudits into sales, Viewed 18/8/12, </span><a href="http://www.smh.com.au/small-business/big-ad-struggles-to-convert-plaudits-into-sales-20090619-com0.html">http://www.smh.com.au/small-business/big-ad-struggles-to-convert-plaudits-into-sales-20090619-com0.html</a></span><br />
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The Big Beer Ad (2006) Carlton Draught, [Television Advertisement], </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="background-color: white; line-height: 115%;">‘This
Is Not A Joke’ Banner Advertisement (2011) Viewed 27/8/12, </span><span style="line-height: 115%;"><a href="http://www.noobgalore.us/noob-galore-suggestion-box-39/ads-flashing-pictures-sound-59532/">http://www.noobgalore.us/noob-galore-suggestion-box-39/ads-flashing-pictures-sound-59532/</a></span></span></div>
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