Lady Gaga Mistress Convergence Collaboration MM36 Apr 11
4
8/2/2019 Lady Gaga Mistress Convergence Collaboration MM36 Apr 11 http://slidepdf.com/reader/full/lady-gaga-mistress-convergence-collaboration-mm36-apr-11 1/4 Convergence Convergence means essentially the technology-driven unification of different media channels. Unifying a message across broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc. can be immensely powerful. These platforms can come together in new ways to promote a single message or brand, driven by digital communication and technology. Digital media can carry any type of content. Video can be distributed on a mobile phone network or music over the internet. This not only means that different types of media are converging, but also that media and telecoms are converging. In other words, a single MISTRESS OF CONVERGENCE If you are a 21st-century Media Studies student you need to know everything there is to know about convergence, the hot buzzword that is at the heart of all Media Studies specifications. And who better to use as a case study than Lady Gaga, the poster girl for New Media? Sean Richardson shows you how to master the concept of which she is the mistress. Synergy: In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film’s sales. For example, the Spider-man films had toys of webshooters and figures of the characters made, as well as posters and games (http:// en.wikipedia.org/wiki/Synergy) english and media centre | April 2011 | MediaMagazine 59 MM
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Transcript of Lady Gaga Mistress Convergence Collaboration MM36 Apr 11
8/2/2019 Lady Gaga Mistress Convergence Collaboration MM36 Apr 11
http://slidepdf.com/reader/full/lady-gaga-mistress-convergence-collaboration-mm36-apr-11 1/4
ConvergenceConvergence means essentially the
technology-driven unification of different
media channels.
Unifying a message across broadcast TV,
broadcast radio, newspapers, books, video and
film, recorded music etc. can be immensely
powerful. These platforms can come together in
new ways to promote a single message or brand,
driven by digital communication and technology.
Digital media can carry any type of content.
Video can be distributed on a mobile phonenetwork or music over the internet. This not
only means that different types of media are
converging, but also that media and telecoms
are converging. In other words, a single
M I S T R E S S O F C O N V E R G E N C E
If you are a 21st-century Media
Studies student you need to know
everything there is to know about
convergence, the hot buzzword that
is at the heart of all Media Studies
specifications. And who better to
use as a case study than Lady Gaga,
the poster girl for New Media?
Sean Richardson shows you how to
master the concept of which she is
the mistress.
Synergy: In media economics, synergy
is the promotion and sale of a product (and
all its versions) throughout the various
subsidiaries of a media conglomerate e.g.
films, soundtracks or video games. Walt Disney
pioneered synergistic marketing techniques
in the 1930s by granting dozens of firms the
right to use his Mickey Mouse character in
products and ads, and continued to market
Disney media through licensing arrangements.
These products can help advertise the film
itself and thus help to increase the film’s sales.For example, the Spider-man films had toys
of webshooters and figures of the characters
made, as well as posters and games (http://
en.wikipedia.org/wiki/Synergy)
english and media centre | April 2011 |MediaMagazine 59
MM
8/2/2019 Lady Gaga Mistress Convergence Collaboration MM36 Apr 11
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60 MediaMagazine | April 2011 | english and media centre
MM
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