Introduction
Mobile
media, especially cellphones, are now seen and heard everywhere in
people's daily lives and it become a habit of billions of people
worldwide. According to Dwyer, media
convergence can be defined as “the
process whereby new technologies are accommodated by existing media
and communication industries and cultures”.
Yes, it is absolutely true. Not only mobile media, computers
and the computerization of life play key roles in this process as
well. Advances
in computers and telecommunications networks have led to their
merging, or convergence, with conventional mass media.
In today's
society, it seems that digital media is taking over traditional
media, people are obtaining their information differently via digital
medium, such as social networks, rather than traditional media, such
as television, radio, print media and newspaper. (Sinclair,
John, Wilken and Rowan 2009) This
essay aims to examine the changing of advertising in the new digital
media and how online advertising play an important in the
transferring of digital media convergence.
Decreasing trend in traditional
In
these few decades, due to the network communication, Internet public
opinion starts to play an signifiant role in people's social life and
it has become an independent source of news media. People now are not
relying on traditional media than before because of “gate keeping”.
An American social psychologist, Kurt Lewin, state that "gatekeeper" is the information that always flow along the channels because the
decision of allowing information enter into the channels or continue
to flow is depending on the gatekeeper's personal opinions. Within
traditional media environment, what type, time and way of information
should be released are relying on the audit by the reporters, editors
and media executives. Nevertheless, due to the advanced technologies
and new media, “gatekeeper” is not playing an important role
anymore with the traditional media news and it began to face serious
challenges. Furthermore, for the audiences, old media is such as one
way communication because although they can receive the messages,
they do not have the spoken voice in the advertising, unlike new
media. (Media Research, 2008)
In
these few decades, due to the network communication, Internet public
opinion starts to play an signifiant role in people's social life and
it has become an independent source of news media. People now are not
relying on traditional media than before because of “gate keeping”.
An American social psychologist, Kurt Lewin, state that "gatekeeper" is the information that always flow along the channels because the
decision of allowing information enter into the channels or continue
to flow is depending on the gatekeeper's personal opinions. Within
traditional media environment, what type, time and way of information
should be released are relying on the audit by the reporters, editors
and media executives. Nevertheless, due to the advanced technologies
and new media, “gatekeeper” is not playing an important role
anymore with the traditional media news and it began to face serious
challenges. Furthermore, for the audiences, old media is such as one
way communication because although they can receive the messages,
they do not have the spoken voice in the advertising, unlike new
media. (Media Research, 2008)
Old media vs New media
The
innovations of ‘new media’, such as social networks websites,
provided opportunities for media convergence as it gives a new
lifestyles and a new dynamic of power in the society. In Networked
Digital Media in Everyday Life,
Graham Meikle and Sherman Young state that convergence can be
understood in four dimensions: which are technological, industrial,
social and textual. Firstly, within technological, the combination of
computing, communications and content around networked digital media
platforms; secondly, within industrial, the engagement of established
media institutions in the digital media space, and the rise of
digitally-based companies such as Google, Apple, Microsoft and others
as significant media content providers; thirdly, within social, the
creation of social network media can allow people come together to
share, engage and socialize, such as Facebook, Twitter and YouTube,
and the growth of user-created content; lastly, within textual, the
re-use and remixing of media into what has been termed a ‘trans-media’
model, where stories and media content (for example, sounds, images,
written text) are dispersed across multiple media platforms.
Media
convergence need to face the choice of the mass media industry in
today's society. In the process of integration of media, traditional
media organizations can develop a good opportunity of the media
industry through the innovative market positioning and marketing
mode, such as advertising. In most
areas of marketing, advertising is changing rapidly (Old
Media, New Media, 2010).
The
structure of online advertising makes it easy for publishers and
advertising networks to learn considerably more about online users
than has been possible with traditional media such as print, radio,
and television (Metaprinter,
2009). Newspapers,
particularly, are losing readers and advertisers to web media
supported by online advertising. Many large national and
transnational advertisers are dissatisfied with the uncertain
performance of 'old' media. They are looking for new ways to reach
increasingly distracted, distrustful and disinterested consumers.
(Australian
Government, 2011).
Advertising in new media
Display
advertising, search advertising and classified advertising are the
three main types of online advertising. Search-based advertising in
social networks is also growing at strategies of 'old' and 'new'
media companies alike. For example, Google had grown rapidly to become
a globally recognized brand. In 2006, google agreed to pay US900
million for exclusive rights to provide search and text-based search
advertising on the hugely popular social network My Space and other
Fox Network online properties (Spurgeon,
2008).
In addition, with Web2.0 technology development, users start to share news, information, advertising and their opinion via blogger, twitters, Facebook, podcasting, such as video sharing on YouTube. Due to the internet, people are able to update the latest information anytime and anywhere. Furthermore, because many advertisements are promoted in the websites that people are browsing, so it cannot be ignored by the users (P.R.Kessler, 2010). Furthermore, in order to draw the attention of younger audiences in particular, many advertisements are promoted as videos via social networking, such as YouTube. It is estimated that 60 hours of video are uploaded every minute onto YouTube, and four billion videos are viewed every day worldwide from that site alone. In Australia, there are an estimated six million YouTube users, watching over 200 million videos per month (Evans and David, 2009). They attempt to drive consumers there via other inexpensive means. YouTube is a vehicle to attract viewers who might not be watching as much TV, or skipping the shows in the brand's media buy.
The revolution of media industry
Social
media marketing is gaining in awareness and acceptance by businesses
all over the world. Mercedes-Benz
is one of the example of the revolution of digital media.
It is making smartphones mobile and ensuring that such electronic
assistants will in future be fully linked into the car's infotainment
system. Mercedes-Benz has now integrated with Apple-iPhone. The new
"Digital DriveStyle App", allow drivers to access all the
key content of their iPhone through the in-vehicle display and
convenient operation of the device via the Controller on the center
armrest. For example, drivers are able to control voice in the “Siri
App” of iPhone, they can ask the any questions or check their
schedule via “Siri App” (Daimler,
2012).
In this video, the advertisement of mercedes-Benz showing that the
revolution of their car (from inside to outside) within 125 years. For outside, we can see the appearance in becoming more fashionable
and modern, the size is also becoming more smaller. For inside, the
revolution was transforming from “old media”, such as radio, to
“new media”, such as “DigitalStyle App”.
Conclusion
Although
it seems that nowadays people are relying on new media, such as
Facebook, YouTube and Google, to obtain the advertising information
more than on old media, such as television, radio, newspaper and
print media, old media never die. Convergence
allows one media outlet to take advantage of features and benefits
offered through other media outlets.
“Convergence does not simply generate new media. It opens up new
possibilities for ‘old media’” (Burton,
2005: 188), as the
convergence of Internet opens many potential opportunities for
marketers to target customers in ways not available with traditional
television advertising.
References
Unit readings:
Dwyer,
T. (2010).Media
Convergence.
Berkshire: McGraw Hill. pp. 1-23.
Spurgeon, C. (2008)Advertising and New Media. Oxon: Routledge. pp.24-45.
Recommended
readings:
Sinclair,
John and Wilken, Rowan (2009) 'Waiting for the kiss of life : mobile
media and advertising' Convergence:
the journal of research into new media,
vol 15 no 5 pp 427 - 445
http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/15/4/427.full.pdf+html
Wessles,
Emanuelle (2011) 'Where were you when the monster hit? Media
convergence, branded security citizenship and the transmedia
phenomenon of Cloverfield' Convergence,
vol 17 no 1 pp 69 - 83
http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/17/1/69.full.pdf+html
Journals:
Evans, David S (2009). The Online Advertising Industry: Economics, Evolution, and Privacy. Journal of Economic Perspectives. 1(4), 22-28 Retrieved from http://www.intertic.org/Policy%20Papers/EvansEOAI.pdf
Lewin, K. (1947). Frontiers in group dynamics, II: Channels of group life; social planning and action research. Human Relations, 1, 143–153.
Books:
Burton, G, (2005) Media and Society: critical perspectives, Maidenhead: Open University Press.
Meikle, G, and Young, S (2012) Media Convergence: Networked Digital Media in Everyday Life, Palgrave Macmillan
Online resources:
Daimler (2012). The new Mercedes-Benz A-Class is "always on": Mercedes-Benz puts the iPhone on wheels. Available at: http://www.daimler.com/dccom/0-5-658451-1-1464474-1-0-0-0-0-0-8-7145-0-0-0-0-0-0-0.html [Accessed 29th August 2012].
Media Research (2008). Media Convergence conversion of the context of the role of the traditional media news dissemination. Available at: http://www.mediaresearch.cn/news/128433.htm [Accessed 25th August 2012].
P.R.Kessler (2010). How technology and new media convergence change Public Relations. Available at: http://prkessler.wordpress.com/2010/10/03/how-technology-and-new-media-convergence-change-public-relations-2/ [Accessed 25th August 2012].
Lewin, K. (1947). Frontiers in group dynamics, II: Channels of group life; social planning and action research. Human Relations, 1, 143–153.
Books:
Burton, G, (2005) Media and Society: critical perspectives, Maidenhead: Open University Press.
Meikle, G, and Young, S (2012) Media Convergence: Networked Digital Media in Everyday Life, Palgrave Macmillan
Online resources:
Daimler (2012). The new Mercedes-Benz A-Class is "always on": Mercedes-Benz puts the iPhone on wheels. Available at: http://www.daimler.com/dccom/0-5-658451-1-1464474-1-0-0-0-0-0-8-7145-0-0-0-0-0-0-0.html [Accessed 29th August 2012].
Media Research (2008). Media Convergence conversion of the context of the role of the traditional media news dissemination. Available at: http://www.mediaresearch.cn/news/128433.htm [Accessed 25th August 2012].
P.R.Kessler (2010). How technology and new media convergence change Public Relations. Available at: http://prkessler.wordpress.com/2010/10/03/how-technology-and-new-media-convergence-change-public-relations-2/ [Accessed 25th August 2012].
Government website:
Australian Government (2011). Media convergence and the transformed media environment. Retrieved from http://www.alrc.gov.au/publications/3-media-convergence-and-transformed-media-environment/media-convergence-and-transform-0
Blogs:
Metaprinter. (2009, March 22). News Media Innovation, Convergence and Sustainability – Interview with Don Carli [Web log post]. Retrieved from http://blog.metaprinter.com/2009/03/news-media-innovation-convergence-and-sustainability-interview-with-don-carli/
Metaprinter. (2009, March 22). News Media Innovation, Convergence and Sustainability – Interview with Don Carli [Web log post]. Retrieved from http://blog.metaprinter.com/2009/03/news-media-innovation-convergence-and-sustainability-interview-with-don-carli/
Old
Media, New Media (2010, May 23). How Blogs and
Social Media Agendas Relate and Differ from Traditional Press [Web
log post]. Retrieved from http://pewresearch.org/pubs/1602/new-media-review-differences-from-traditional-press
Video:
Tour93:
Mercedes-Benz
Past And Future '125 Years' Ad
(released 12 February 2011). Available from:
http://www.youtube.com/watch?v=_Qzda7pVUC8
[Accessed 29th August 2012]. Standard YouTube License.
Photographies:
Adam,
R. (2008) Bad Sports [photograph] Available at:
http://thephoenix.com/boston/news/63452-bad-sports/
[Accessed 29th March 2012] Rights Info: Attribution License.
Daimler Media. (2012) MERCEDES-BENZ PUTS THE IPHONE® ON WHEELS [photograph]
wheels-2248/ [Accessed 29th March 2012] Rights Info: Attribution License.
Karen,
N. (2010) WILL YOUTUBE FLY ON FLOP WITH ORIGINAL PROGRAMMERING?
with-original-programming/
[Accessed 27th March 2012] Rights Info: Attribution License.
Social Maximizer. (2012) The 80/20 Rule of Spending Time on Social Media [photograph] Available
at: http://blog.socialmaximizer.com/how-much-time-to-spend-on-social-media/ [Accessed 27th
March 2012] Rights Info: Attribution License.
The
Marketing Group. (2011) Google AdWords
[photograph]
Available at: http://www.twmg.com.au/promote-your-website/google-adwords.html
[Accessed 29th March 2012] Rights Info: Attribution License.
Tom, M. (2000) Detect Difference & Double Sample Lecture [photograph] Available at:
17.html [Accessed 27th March 2012] Rights Info: Attribution License.
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