‘How important is technological convergence for institutions and audiences in a media area you have studied?’ (June 09)
Essay Structure. Must be an essay of two halves:
Audience
- Creates greater accessibility (any time, any place access)
- Gives the audience much more power to participate in media communities based around music
- Prosumers (Simultaneously Producers of the Media and Consumers)
- Interaction with media and marketing materials
- The audience (fan power) can drive popularity and can make stars without the help of traditional media institutions
- Communication and sharing is enabled
- Link into social media – spread the message (going viral)
- Gives rise to piracy, which has devalued music as a commodity
Institutions
- Enables institutions to get their message to the audience through lots of different channels
- Bespoke marketing to micro targeted audience
- Conglomerates can use converges tech to push their own products on lots of different platforms
- Audience can be bombarded with the message
- Websites can act as a hub for artists and can bring (AIDA) together in one place
