Explore the ways in which newly emergent digitally convergent technologies have shaped the online media industries. Make reference to Zoella/Zoe Sugg and Attitude Online to explore your reasoning
Knee jerk reaction
Yes!!! Industries and producers extensively use DCT to shape media products to make money and profit
Plan
Cultural industries
Self regulation
PNO readings
Postmodernism
Hesmondhalgh
Gauntlet - pick and mix
Hyperdermic needle???
Vertical and horizontal integration
Independent
Industry control
Conglomerate
Web 2.0
Multimedia integration
Hypermodality
Livingstone and Lunt - regulation
Stereotypes
Audience interaction
Digital
Curran and Seaton: power
Introduction
Digitally convergent technologies (DCT from now on) refer to the synergistic coming together of two previously separate industries thanks to modern, digital technologies. The online media industries are specialised industries, and digital technologies have allowed them to target audiences in more effective ways. In this essay, I shall argue that industries and producers extensively use and abuse DCT in order to minimise risk and maximise profit. In order to explore this idea, I shall look at Zoella, an online influencer and blogger (and author) who especially appeals to young, middle class female audiences, and Attitude Online, an online gay interest lifestyle magazine that targets young, working class gay British men.
Content
- Both websites use a standard web 2.0 layout - simple and basic
- Extensive use of clickbait adverts is a guaranteed way of using DCT to make money
- Online interaction: signing up for a newsletter or commenting on Facebook articles allows audience interaction
- Hypermodality: links to social media which allows fans opportunities to engage
- Streamlined purchases: digital shop Zoella: links to her apps and books and other junk
- Both of these websites use DCT to manipulate their simple and straightforward target audiences