Digital Convergence in regards to Music Videos
By Victoria Nessis
Digital convergence has come a long way from the original
television set in the home. Evidence of this can be seen through the invention of the MythTv, the You Tube
channel and the phenomenon It has reached within only 7 years of being active
and providing it to audiences around the world. An example of a video that YouTube
made viral through its advanced and reachable platform is Numa Numa by Gary
Brolsma. Digital convergence has now provided many platforms in which media can
be accessed and studied. These platforms enable audiences all over the world to
feel connected and to have easy access to media platforms which originally were
difficult to access immediately.
Jenkins definition of convergence is the free flow of media
across many platforms and the participation of multiple media industries as
well as audiences going almost any where to seek the entertainment they want.
(Jenkins 2006).
Through convergence it has provided individuals with more
power in what they want to watch and share. This power was unseen in the 1930’s
as familys would get together around the tv set and watch whatever was made
available through the television set.
The MythTV Is a converged made system that has integrated
all the media platforms that are available into one free flowing system that
can be operated with one remote control. This system operates on the tv which
offers functions such as video recording, dvd player, cd player and burning,
mp3 player and library. As well as offering these audio and music functions it
also offers a social platform which audiences can access news feeds, telephone,
weather information, security camera recording and videoing and games. This
product has also evidently shown how far technology has come and how easy and
accessible multiple media platforms are to use. “Consumers are learning how to
use these different media technologies to bring the flow of media more fully
under their control and to interact with other consumers. (Myth TV remote)
Consumers are able to
acknowledge that there is a digital divide amongst consumers and through using technology more and more consumers are becoming computer literate and are
acknowledging that even turning on the tv has other features associated with it. With the constant developments with technology there will always be a gap within
communities. “Transmedia story telling refers to a new aesthetic that has
emerged in response to media convergence- one that places new demands on
consumers and depends on the active participation of knowledge
communities”(Jenkins 2006) Jenkins believes that through convergence it has also
altered the relationships between existing technology as well as industries,
markets , genres and audiences.(Jenkins 2006) In approval of this statement it
is evident that the relationship of previous technologies and modern day
technology’s have caused competiveness amongst relationships in the media and
technological industries. Not only has it caused this competitiveness amongst
technology but also socially with who has the latest and most advanced
technology amongst social circles.
The You Tube sensation Numa Numa by Gary Brolsma
is a
primary example of the enormous influence that You Tube has within the media
platforms and industry. Before YouTube Gary Brolsma’s Numa Numa video was
shared through emails, once YouTube emerged on the world wide web it was the
largest break through in digital convergence as it is said that Brolsma’s video
has now be seen by over 700,000,000 viewers around the world. This video went
viral and to date it has been the most successful video for YouTube in its
first few years of being launched. “viewers and academics have quickly come to
treat the site as an informal archive of television texts”(Hilderbrand 2007).
In regards to this quote it is seen that YouTube is now a new form of online tv
as viewers are accessing this program as their form of television. This form of
media is more personalised for viewers to be able to select what suits them
best for their needs and wants. Through using YouTube it enables audiences to
experience a user-friendly program without having to log in.www.youtube.com Simply by opening
the page the browser loads immediately which all the user then has to do is
click play. Amongst these features it also offers play back controls, user
comments, related and featured clips. Having YouTube, an individual is able to access
live broadcasts in their own time and with having the options to stop, rewind
and fast forward all contributes to the simplicity of accessing this programme
is what also makes it such a popular choice.(Hilderbrand 2007). Hilderbrand
acknowledges that even though YouTube was a massive and world known hit, it was
a long expected prospect that television and computer would converge. The
coming together of what once used to be separate technologies are all now able
to be accessed in one place.
The 2012 society are fortunate to have the advancement in
everyday technology and this is due to digital technology being widely adopted,
invested in, marketed and researched. (Jenkins 2006). Convergence has defiantly
come a long way from the individual tv, the individual computer and the
individual CD Walkman. Through convergence the world has changed in many forms
and industries which allows multiple media’s to be accessed within one
destination.
References:
Hilderbrand, L 2007, Film
Quarterly, vol 61, University of California
Jenkins, H 2006, Convergence
culture where old and new media collide, New York University press
Mann, Bernsteins 2007, Digital
television personal video recorders and convergence in the Australian Home,
viewed 30th August 2012
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