Download - Lady Gaga Mistress Convergence Collaboration MM36 Apr 11

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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

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60 MediaMagazine | April 2011 | english and media centre

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