perspectives for analysing media convergence

Introduction

Communication is perhaps one of the most important tools that has enabled man transform his livelihood.  From hieroglyphics to the internet, humans have not stopped their quest to further improve the way they communicate. Media convergence is the latest innovation that has caused a buzz in the communication industry. Despite the fact that the term was first coined in the 70s its popularity has not waned ever since with it transforming the way media is portrayed (Henry, 2005).

There are six perspectives for analysing media convergence. By assessing media convergence using the six perspectives we will be able to get a clear understanding on what media convergence really is and why it has enjoyed unparalleled success in the past few decades (August 2009).

Personal perspective

This is acquired when an individual forms a personal view of a media subject. When an individual comments anything on media aspects such as; the motion pictures, cartoons and television, the comments are not generalised. This is because they form part of the individual comments. These comments tell us more about the individual making them.  Some comments can define a person to be choosy while others talk of the keenness of an individual. Some of the comments made include, “this movie is too emotional” and the list is endless. The comments can exhibit either positivity or negativity.

Historical perspective

Each and every media aspect has a historical background which enables us to understand and note all the current trends. It also makes us understand where we are coming from and where we are headed to. Cartoons date back in the 20^th century where they were rather simple a good example being Flintstone. However with time there has been a trend not only in new cartoons cropping up but also in their production techniques. The use of robotic cartoons and technologically advanced ones like Ben 10 have become the new trend. The motion pictures date back in the 19^th century where individuals would sit in a cinema hall and watch a silent movie. However, due to technology there has been the introduction of the 3D movies which appear to be real. Television media has had tremendous trends as nowadays they post information on social sites like twitter.

Technical perspective

 

The technical perspective deals with how each method of presentation operates. By understanding how production takes place then you will be in a position to know when poor or good production takes place. One can be able to judge on the quality of work. In motion pictures one can learn how they are produced. In cartoons one can learn about the voices involved and in television an individual can learn how broadcasting occurs.

 Cultural perspective

 

This technique deals with spotting the symbols or marks used in media aspects and resolving their significance in the society at large. Themes like symbolism are examined through the utilisation of villains and heroes in motion pictures and cartoons. This is through the narrative arrangement. In television it can be analyzed by the utilization of words and attitudes of subjects.

 Ethical perspective

This is the ethical responsibility the media aspects should play.

From the ethical perspective the motion pictures, cartoons and television are analysed to be either right or wrong to the society. They must comply with the norms of the society.

 

 

Critical perspective

This is the last step in analysing media aspects. This is where conclusions are drawn about the culture by the viewer. This perspective enables the viewer to utilise the information obtained. Through motion pictures, cartoons and television the culture of individuals is well known. Media convergence is the in thing as far as technological advancements in communication is concerned. Media convergence is basically syncing different kind of media for better communication. Media convergence serves as a link between communication and content providers. Media convergence can be analyzed from five broad categories.

Technological convergence

 

It mainly analyzes the impact of ICT. Technological convergence can be described as the process by which different technologies are modeled towards performing a similar task. For instance smart phones, laptops and tablets can be used to perform similar tasks (Paul, 2008). This evolution has been necessitated by the advent of the cyber age where gadgets have become part and parcel of our daily routines. The varying needs of humans and their insatiable thirst for more effective communication is what has been the driving force in this evolution. Innovativeness has been fuelling this evolution with major global brands competing vigorously towards making technological gadgets that suite the current needs of the populace. Technological convergence has become so robust in the sense that one gadget can be modified to perform functions that previously gadget specific. For example, smart phones which are probably the most popular gadgets can now take pictures, calculate, surf the internet amongst many other functions. This development is perhaps the most important advancement.

Media convergence

Nowadays there is a very thin line between the old forms of communication and the new ones. For instance, it’s very normal in today world to see TV stations owning their own websites. The internet has facilitated all this development with all media now striving to sync all their functions to the internet.   Social media is the latest development in media convergence. The popularity enjoyed by twitter, face book and whatsapp has forced the older media to embrace social media so as to reach out to more people and to increase the customer base. Social media has helped in streamlining information and giving people a platform to express them. Media convergence has helped in enhancing freedom of expression.

Regulatory convergence

Regulatory convergence refers to all the mechanisms put in place by various stakeholders in a bid to control the media. This are the policies formulated with the aim of ensuring that the information that is passed to the public is not twisted to favor a specific group. Regulatory convergence also addresses the issue of bigger media companies trying to control the media.

Market convergence

With the functions performed the media and telecommunication industries seemingly overlapping it became more difficult to clear analyze the markets. There were no longer distinct characteristics to separate different kind of media as they worked symbiotically in an effort to increase market share and profitability. ,

Terminal convergence

It’s what is viewed by many as the feature of media convergence. It aims at synchronizing the roles played by the telephone, television and computer and creating a super device that will be referred to as a teleputer that would greatly improve the way we communicate.

Service convergence

The main purpose of media is relaying information to the people. Over the years the preferences by which humans prefer to receive this information has been greatly affected by a myriad of factors ranging from occupation, age and tastes and preferences. Service convergence was aimed at unifying the way all the roles played by the media so that tasks could be performed regardless of the media; it involved syncing texts motion pictures and sound.

How businesses have harnessed the power of media convergence.

Most of the time businesses tend to take advantage of the profitable ventures that come up. This is because a business’s aim is to grow and also maximise on profit. Due to this reason businesses have taken over the world of motion pictures by taking advantage of them. For instance, in the movies Franchise first and furious major automobile companies issues their cars to be used in the movie production. This was aimed at increasing the popularity, the sales and enhancing the public image. Examples of the brands used in the movie production were BMW, Audi, Mercedes and the list is endless.

To continue, cloth line companies make it a point to dress the actors and actresses in motion pictures so that they can increase their market share and at the same time advertise their clothes.

Cosmetic companies use actors and actresses faces to advertise their creams and other cosmetic products so that they may improve their sales. Businesses have moved in to capitalise on the huge previously untapped market with huge potential as an advertisement platform,. It has become a norm in today’s motion industry to see famous personalities parading a wide range of products. it is with no doubt that motion pictures is a big avenue for companies to use in product promotion,

Conclusion

In conclusion, media convergence is trending as an important element of people’s lives. It has made life simpler as the audiences now have a greater choice. it is, however, important to investigate if media convergence is a threat or opportunities to the society or industry at large. Media convergence has benefited the industry in that the costs such as production and software have been reduced as a result of technological advancements. This is because same things are used to provide a variety e.g. same staff to produce events in all media sources. To continue, converged system operation can rise the quality of work produced resulting to heightened customer satisfaction which increases the audience.

The heightened information convenience results to a better-informed experience in media convergence. Audiences nowadays talk of lack of sufficient time for everything. The participation of the audience is also encouraged through media convergence.. The conveyance of information is also faster and cheaper as compared to before because emails can be utilized.

Works Cited

August, G. (2009). Understanding media convergence: the state of the field. Oxford University Press.

Henry, J. (2005). Convergence culture: where new and old media collide. New York University Press.

Paul, M. (2008). The press and the communications Media: A technological perspective. comparative sociology , 22.

 

 

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