Media Convergence within Advertising & New Media: the new age of product placement and "consumer sovereignty"
Throughout contemporary society, the rapid development of technology
has led to the phenomenon of digital media convergence. This process is
constantly evolving and progressing, spreading across multiple media platforms
allowing for effortless communication and interaction across the globe. In
particular, this accessibility to share and produce information to such wide
audiences has allowed for the rise in power of advertising and new media over
modern consumers. Traditional media forms of television have combined with
newer forms such as music video and social media via the Internet to expose both
the informed, and unaware consumer to a multitude of marketing strategies in a
way that has never been dreamed of before, allowing for advertising to shape
and sustain the media that we consume. Within this discussion of media convergence
I will specifically explore the growth of “consumer sovereignty” and the role
of branded content as a prominent factor towards the success and dominance of
the modern advertising world upon consumers.
In order to draw relationship between media convergence and advertising,
it is important to have a strong understanding of the concept of media
convergence. As stated by Dwyer, media convergence is the “ process whereby new
technologies are accommodated by existing media and communication industries
and cultures. The fact that the term is used to describe this adaptation,
merging together and transitioning process, is an indication that the ongoing
confrontation of old and new technologies is complex and multilayered” (Dwyer
2010). In recent years, the
emergence of the social network across Internet and mobile devices has become a
prominent and highly accessible source of communication between consumers. There
is an increasing number of ways for consumers to share and distribute
information, creating effortless communication in the modern world. A notable
example of this accessibility and opportunity for communication is evident
through the social networking of the U.S government. The Whitehouse currently
communicates to global consumers via nine different platforms over the
Internet alone – their official website, Facebook, Twitter, Google+, YouTube,
Flickr, Vimeo, LinkedIn and iTunes. Through this example we can draw similarities to
understand that this revolution in opportunity, has allowed for dynamic, entertaining
and less obtrusive ways for advertisers to reach the modern consumer.
“Consumer sovereignty” is a significant notion of advertising that has
emerged through the occurrence media convergence. This notion recognizes that the “buyer” or consumer determines what
is sold in the marketplace, which is commonly through interaction via the
Internet. In a world of consumer sovereignty, the consumer is king and their
technological communication across a global level is the driving force behind a
product’s success. The viral video campaign is a particular strategy within
consumer sovereignty where advertisers aim to create usually a humorous and
entertaining advertisement, which is then shared via social networks such as
Facebook and Twitter. These sites are
used as a sort of ‘launch pad’, relying on the active consumer to share and
simultaneously market their brand through their interaction with other
consumers. Even more importantly, the viral video campaign cuts large marketing
costs for brands as they do not rely on television airtime or specifically
targeted Internet space to gain consumer attention. Instead they rely on the
popularity and inevitable interaction of consumers to spread recognition for
them.
Considering
these issues addressed in the Smartwater campaign, it is important to note that
not every brand can so successfully break through the monotony and typical mold
of uninspired advertisements to reach the swaying attention of consumers. Thus
the introduction of product placement has also proven as a successful strategy
to indirectly market their products, whilst counteracting the avoidance issue,
as consumers can now view television online to skip past the influx of
advertising in modern television. Product
placement is referred to as “an advertising technique, in which a brand name
product is inserted into a scene of a television show or movie.” (Ho Yu 2006).
As evident in the
above video, Lady Gaga’s music video has merged with advertising to
successfully market multiple brands such as VirginMobile, Plentyoffish.com and Ray-Ban, without drawing obvious
attention to the products like a direct television advertisement would. The
incorporation of these brands into the music video of an international pop
superstar increases their desirability to consumers and creates positive
associations with the brands. Social media sites like YouTube and Facebook emerging
through media convergence further facilitate the spread of branded content and
brand recognition, as these music videos can easily be shared via various
social networking sites, demonstrating the effectiveness and high exposure of
consumers to product placement.
Thus it is
evident that through the process of technological media convergence and the
interaction of consumers within social media that advertisers are now able to
market products to consumers more successfully than ever before, giving them an
ultimate position of power within the realm of media.
Bridget Langtry - 42442079
Reference List:
Dwyer, T 2010, Media Convergence,
McGraw Hill, Berkshire, pp. 1-23.
Ho Yu, C 2006, 'Ethical Issue
of Product Placement and Manipulation', In-film Advertising: Brand Positing
Strategy, 31st January, pp. 2-14, viewed 9 June 2012 <https://docs.google.com/viewer?a=v&q=cache:NdHCOgEzCW4J:www.creative-wisdom.com/education/hps/placement.pdf+creative+wisdom+product+placement&hl=en&gl=au&pid=bl&srcid=ADGEESjj0a7s3hzIvdLqHNZTXMujO29R2BoET73Lj7oCiUICd8nYJAZhNicTJthLskBELg-WjLo9SEY9LywP5NzRJRE5pP7hQjnHWYZJPKqOEfGhG0991x9Qu7J7wsFiNk2ebw99u-vY&sig=AHIEtbQaCkTD4pwe5ZGNwGNVd_3_oZaKBw>
Jenkins, H 2006, Convergence Culture, New York, New York University
Press, pp 1-24.
Morrison, D & Sheehan, K 2009 ‘Beyond convergence: Confluence
culture and the role of the advertising agency in a changing world’ in First Monday, vol. 14 no. 3, viewed 29
August 2012, <http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>
Understanding convergence culture 2012, viewed 30 August 2012, <http://anightsatthemovies.wordpress.com/2012/05/11/understanding-convergence-culture/>
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