HENRY JENKINS
- Web 2.0 Jenkins suggested in the early 2000’s that thanks to Web 2.0, high speed broadband and ‘black box’ devices (smart phones/ TVs/ tablets) audience would never have to leave the house to consume media products. Web 2.0 describes the current state of the web, which has more user-generated content and usability for end-users.
SONIA LIVINGSTONE
-suggested that the new digital age will bring about the era of the ‘death of the schedule’ EG. audience could choose when to consume a media product and not have to ‘wait’.
How have you consumed media?
- TV Show (Grey's Anatomy) on Sky Witness. Sky channels are paid for monthly. I didn't have to leave the house for it and it can be streamed on all devices via the sky go app as well as broadcasted on the channel at 9pm each Wednesday.
- Magazine (VOGUE), I bought this from Tesco so I did have to leave the house to get it. These magazines can also be brought on a digital subscription.
Technological Convergence
Technological convergence refers to the process where new technology is moving towards single platforms delivering multiple media outputs that can be used to reach audiences.
Cross Media Convergence
Companies coming together vertically or horizontally (or both). You get your audience to converge and gather at a certain point (usually a website) where they can find everything for one particular. You can argue with Spectre that everything converges either on the film or on the promotional website where you can buy tickets.
CASE STUDY
Locked In
In what ways does Locked In use convergence to reach a potential audience
Reflecting back on Jenkin’s and Livingstone, can these theories be applied to how this show has been distributed?
Have a look at some above and below the line means of advertising used by the show.
How is this different to similar television shows, like Big Brother or Love Island? How does the chosen platform of YouTube dictate some of the promotional decisions made?
How did the producers of Locked In encourage audience involvement, especially using online technology
Watch ten minutes of an episode of the show. What audience are they targeting? What techniques are they employing to connect with that audience?
- the cast is comprised of social media influencers, they are all different which is good for creating drama
-it backs up Jenkin's theory that people wouldn't need to leave the house to consume media and it disproves Livingstone's theory of 'the death of a schedule' as it is released weekly.
-Above the line advertising as Footasylum advertise a lot of their products on the show- product placement and sponsorships/brand deals
-Each influencer would've promoted and advertised the show on their own channels to reach their followers and gain
-this is similar to programs like big brother and love island as its got a huge drama factor and theres also ads.
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