Thinking of Media Configurations - Coursework Example

Introduction

The discussion will focus on analyzing matrix franchise case within Jenkins transmedia storytelling paradigm. Old media formats have been the primary source of information, but the technological advancements have shifted the dynamics such that old formats integrate into the new changes producing new forms of knowledge. The collective approach of the different approaches combined provides an Avant-grade form of information because of the digitization of the old media channels and communication systems (Guattarri, 2013). Some of the factors driving media convergence include the need for media companies to become profitable and manage the already crowded market, which witnessed because of deregulations. Additionally, companies are being more customer-focused leading to efforts at providing integrated content such as advertising, news, and entertainment on a single platform. The underlying factor fuelling media convergence include credibility, visibility, and audiences.The audience is attracted by the provided quality differentiated media products while visibility aspect results from use of various platforms such as print, television, and radio. Additionally, when customers trust a media company single product, there are increased chances of trusting other new products provided by the company. It is an integration of different media resources, and it contains the following elements remediation, convergence, relocation. Consequently, Digital convergence is the merger of different technological and old media strategies in businesses, the society, and culture. According to Drulă (2015, p. 134), media convergence is a fusion between different technologies and media platforms such as TV, print media, internet and radio among others and assures the growth of knowledge, which can facilitate the broadcast of information across different media platforms. It combines the three C’s, communication, computing and content into a single presentation. Consequently, digital convergence has transformed the mass media and communication environment. The analysis will be on the elements that define convergence of communication which include technological, industrial, social and textual convergence.

Textual or cultural convergence

According to Jenkins (2011, p. 2), cultural convergence involves an unpredictable interaction between the collision of new and old media, the grassroots and cooperate interconnect, the power of the journalists and media producers and the consumer. The impact has made the access to different platforms possible for the people, who can then use the said platform to create, modify and improve content. It gives the users access to unlimited material that they can use to influence their actions, interactions, and experiences. The power that media convergence gives to the consumer entails the ability to create their news and music through open journalism. In the convergent contexts, these forms are integrated across platforms interrupting the system that linked the particular media systems and platforms. Convergence has made it possible to transmit across the global communication networks (Meikle and Young, 2011, p. 80). The following models presented textual convergence:

• The mash up model- in this structure, texts of the same form that were initially never meant to interact are brought together. New combinations of original works are combined to create new media items. However, the mashups consist of amateur and professional production due to the vast number of users who decide to utilize the media through this particular model. An example is a mash-up video of different original songs.
• Multimedia model- in this model, textual convergence transpires through the combination of former distinct media forms to form a single media object. Examples are newspaper websites, which have a combination of print, audio, video, and animation in a single section.
• Transmedia storytelling- It is the use of multiple platforms to heighten the satisfaction of the audience. It requires that each media used should satisfy its requirements to create an overall fulfillment that is greater from the summation of all the various parts used. According to Pratten (2011, p. 5), transmedia storytelling is a multi-platform story by combining the game, movie, and book create a unified part with greater gratification to the audiences. The use of the various platforms is to engage the viewers and because a particular platform will not suffice in satisfying the quagmire that is our curiosity and lifestyle. Technological advancements have made it easier to customize and personalize different media platforms creating a new avenue that is not limited.

The Matrix franchise is a transmedia story that integrates several texts that create a narrative, which is not containable within a single medium requiring the need for the different platforms so that the audience can understand and enjoy the story. An example in the movie is the scene for the Wachowskis plant cues. Before the computer game is played, the segment of the movies makes no sense. Brown (2014, p. 43) states that The Matrix Franchise is an entertainment that is suitable for the media convergence era. The Matrix is a collection of three movies, short animated films and two video games that use the same actor and movie sets to create a connection between the movie and the video game. The matrix case, provide an opportunity for incorporating other media features or services which would address customers need for rich digital content. Implementation of media convergence application is increasing embracing internet technology in a bid to reach a wider audience. Therefore, re-evaluating matrix case, video game users would consequently play games online, with options of also viewing movies at the click of a button. A viewer who engages in the different matrix films and games across the various platforms is likely to have a better experience that one who interacted with just one medium. Consequently, it is evident that the matrix franchise exhibits media convergence since it moves from video game to movie and book.

The following diagram by Pratten (2011, p.15) shows the connection across the multiple media platforms to media convergence.

Technological Convergence

The digitization of media that belonged to particular communication media and platforms is what is technological convergence explains. According to Guattari (2013, p. 147), convergence is not limited to the internet; it also includes all types of media technology. For example, the digitization of Matrix franchise books implies customers would be able to access the materials from devices such as smartphones or tabs from the convenience of their homes (Olawuyi and Friday, 2012). Technology convergence would also enhance customization of presentation of works of arts such as films in forms, which appeal to different age groups. For example, animated movies are widely gaining acceptance from children below eighteen years old. This is preferred to reading books, which proves strenuous for such ages group category of audience.An example is the Apple iTunes application that was initially about music. The applications latest version has transformed the application into a media hub that allows all forms of media to congregate in that particular app (Meikle, and Young, 2011, p. 13). Such customized application has functionality, which enables audience that prefers video game form of films to undertake character role change or enhancement. This would make the film look new thereby sparking the interest of audience to revisit viewing the film.

Industry Convergence

Digital media players have opted to merge companies with the digital convergence seeking a competitive advantage with the diverse offers of the different media players. The other alliances are between companies with internet and computing backgrounds and media corporations who are facing challenges with the convergent of media and need a versed partner in the sector. Industry convergence has played an essential role in allowing audience participation in the growth and constructive changes in films productions. Individuals are given the opportunity to bring changes to the particular portion of a film by use of the certain technological method to suit their cultural perceptions. It produces film, games, and comics through its subsidiary Warner Brother. It also has HBO that acts a television production house, broadcasting services through CNN and Cartoon Network. It has a magazine section through the Time Inc., and all their services are available online. Additionally, it has an iPad version of its Time People and sports illustrated.

Social Media Convergence

Drulă (2015, p. 133) describe social media convergence as the integration of new sites stories promotion and personal discussions. Traditional media has changed over the years, and the technological and digital convergence has revolutionized the face of the media. Consequently, the journalists are expected to write content that can be distributed across social media platforms. A mixture of personal communication and public media distorts the lines between personal and public communication. It offers a shift from the convention media platforms that separated news headlines from personal communication. Social media platforms offer a combination of technology, media platforms and services that enable communication among individuals generally and in personal contexts. When they are inscribed as instruments of transformation, it is also known as mass media (Guattarian, 2013, p.27). Interactivity, collaboration, and participation are some of the terms that describe multimedia. Multimedia is characterized by convergence based on the interest of the users, the content of the story, information structure, and the information layout. Before they can converge here is multimedia journalism and news production, which determine the type, and quality the story produced and the medium through which it relays the news and advertisements. All these factors combined are what result of the media convergence.

Social media have been essential in realization of connected media framework. Such arrangement is marked by factors such as media choice, media participation, media activism and civic action. They can now produce they own content, report happenings, fight injustices and begin trends. Social media has become a powerful tool in the media and communication industry. From, Jenkins cultural convergence framework, there has been realization enhanced cultural participation which leads to innovation in the media industry. For example, civic participation has been employed in social media platforms to lobby for content change. The power of social media according to Stevens (2015, p. 54), has wide coverage and media industry having realized this aspect have used it to their advantage to capture a new audience.

Consequently, they have developed a personalized approach to reaching the viewers through Twitter, Facebook, and Instagram among other social platforms. The broadcasting houses encourage communication through tags to breaking news that the media corporations are not privy, comments on stories through comments on all the social media platforms. An example is the wTVision, a Lisbon-based social media solution that allows users to send and receive user-friendly messages in real time on Twitter, Facebook, and Instagram (Stevens, 2015, p. 57). The globalized network of the social media platforms ensures that people across continents receive news from different parts of the world and are aware of the current situations of neighboring and other countries. Media convergence has simplified information collected from consumers by companies. The businesses do not have to send people manually to collect feedback. Traditional advertisements are still being used, but most companies are shifting to social media marketing. The money spent on magazines and billboards compared to what is used on social media are high. Subsequently, the social platforms are more cost-effective. Additionally, through social media, they have an increased probability of reaching numerous potential clients across continents increasing sales and improving brand visibility. However, it is important to note that convergence or multimedia do not replace good journalism. Subsequently, a good journalist should be knowledgeable in the latest technological convergence and their use in telling stories. Multimedia journalists have to tailor the stories to appeal to the interest of the diverse nature of the readers.

Benefits of Media convergence with a view Matrix franchise case

• Convergence has eliminated the barriers that existed across different technological models.
• Encourages competition
• It has improved market response. It easier for the viewers to offer their feedback to companies, media houses and so forth.
• Coordination among the media houses and software programmers
• Increased high broadband internet among the users. It is common to find internet connectivity in most homes because the majority of the people own laptops or smartphones.
• Most of the media products and services will be digitized. The online platforms make it easier for people to communicate and market their goods irrespective of location.
• The social media convergence has encouraged the millennial to keep up to date with the latest news and share information with their followers. The millennials are a group who are tech-savvy and spend most of their time online. They know the latest application and follow the latest trends. They are the group that follows the celebrities and emulate their styles and ideas. Consequently, most companies have tailored their social media messages to target this particular group’s interest.

Challenges

According to Meikle and Young (2011, p. 5), the flow of information across multiple media platforms and collaboration between the various media industries is what convergence should entail. However, some challenges are a result of the digital convergence.

Media policies regulated the traditional platforms by limiting what was published or aired depending on the audience it was intended. Media convergence has shifted the control of the content distributed by the people across multiple media technologies. Children have access to the internet exposing them to strong content at an early age.

• The social media platforms have made it easier for the propagation of fake news among the people creating unnecessary panic while in some cases defaming the reputation of the individual. The quality and credibility of news across social media platforms are never certain since the information is distorted and distinguishing between true and false events becomes a problem. An example is the death claims of artists that are posted on Facebook and Twitter and the claims of discrimination that are often false.
• There is an overload of information, which might create confusion when they offer contradictory content. Most of the users do not easily understand the technological advancements.
• Technology is rapidly changing, and the audience and the media audiences might be consumed with the changes affecting their activities. Keeping up with the variations in technology is not easy for most media houses. Those that are not economically stable cannot form mergers with internet and digitally developed organizations. The factors disadvantage them in the media economy.
• Loss of employment. Media marketing and convergence have reduced the need for print media. Employees in these departments are probable to lose their jobs.

It is important to note the media convergence and the convergence theory are different. The theory uses the sharing of common fantasies, and it converges the group of individuals into unified groups. It makes it easier for the marketing teams to tailor their messages to address particular groups. Its use is mainly media and political campaigns.

Conclusion

Media convergence has revolutionized the communication industry. The different technological and industrial unions have created platforms that have made communication and advertisements easier. They have given the users the power almost close to that which media houses and journalists possess. They can create their content; edit existing information, and report news and storytelling. The social media platforms are the preferable means of communication among the media houses and the users. However, the social media platform is integrated into that personal stories, and public communication is in the same feed, which is different from traditional media platforms. Digital convergence has made it possible to use various media platforms in filming. The different platforms engage the viewer by encouraging participation and appealing to the diversified interests of the audience. Social media convergence has enabled different forms of communication to be relayed across single platforms. It has encouraged the use of audio, text and graphical content on the same page making communication effective.

However, it is important to note that the media convergence did not eliminate the old media. It simply integrated the old media with technological advancements to produce a communication platform that serves the purpose of all the old media platforms. The availability of the smartphones and search engines that are tailored to reflect the preference of the users have created soft wares and applications that are a union of different types of media. In addition, the convergence of media has resulted in many benefits and challenges. It has made it easier for people to propagate false news compromising the credibility of news posted on social avenues. It has been beneficial since it improved communication between the users and the media houses improving business for the organizations and satisfying the needs of the consumers.