Digital Media Convergence assignment
# 1- Online music video
Digital media convergence is
the amalgamation of past technologies and media all in one platform or device. There
has been an evolution over a period of time where the music videos according to
the digital media convergence allows users to easily access almost any music video
no matter how old, by simply logging on to the internet. The link between
digital media convergence and online music videos can be seen in progressing
from one platform to the next. At first they had MTV (Music Television) in
the 1980’s till it got to the online medium called YouTube by the late 20th
century when the internet became a necessity in everyone’s lives. We can easily
see the change from one platform to the next where the old platforms used such
as MTV to transmit these videos are now being represented by fast, easily
accessible and highly convergent online music platform such as YouTube. Online
music videos represent the always changing concepts of convergence. It shows
the true representation towards our society by using different platforms of
video, music and even the internet, which in turn is available for the user as
and when they want.
Online music video shows us
the convergence as many of the ideas are all stored on one platform. Artists
like Michael Jackson and Elvis Presley show this through their different styles
of media convergence through the different songs and music. One of them were
termed as the King of Pop and the other was the King of Rock. Songs like “Smooth Criminal” by Michael and “Jailhouse
Rock” by Elvis shows the different representations in both these videos and it
shows us how different mediums converge together towards the end to make the
finished product, which in this case is the music. These music videos are
extremely different and give us an idea of the era these songs were released
in. The Elvis video is in black and white where as the Michael video is in colour
which both brings together various different rudiments of society in order for
them to tell us the story behind the songs. Elvis has used the song extremely
well by combining the words/lyrics and putting it together brilliantly within
the music video to show the user the concept behind it.
Ever
since the internet has been a vital part of our lives, online streaming of
videos has made searching for online music videos so much easier and hassle
free. It is a medium where millions of music videos all converge in one place
for the end user to obtain by simply entering their desired song in a search
bar. Jenkins, H. (2006), speaks about how “the computer industry is converging
with the television industry”, which proves to us that if people interact with
something well, the experience will automatically will be good. Transitioning
from MTV to YouTube has been an extremely fast and easily adaptable change. Its
user friendly in more than just one way as it has given the user the power to control
when and how they would wan to see the videos. They could pause, replay or even
skip ahead if needed whenever they want. This cannot be achieved on the
television unless the person has Foxtel which is an expense all on its own
which many people do not have the luxury of having. This goes to show that the
internet as a medium has taken watching music videos to a whole new level.
Jenkins, H. (2006) also quoted “Convergence involves both a change in the way
media is produced and a change in the way media is consumed”. This basically
means that when people turn on their television to hear/see the music videos,
they do not have the option of listening to what they want at the time. Most of
the songs played on music channels also have a loop system where they play
songs repeatedly over a period of time which makes the person feel bored or
disinterested at times. On the other hand the internet is a medium which allows
the user to play whatever type of music genre they want at the time they want
without interruptions such as adverts and annoying commercials found on the television.
Since
the launch of YouTube in 2005, it has become one of the most revolutionary developments
as far as online music videos and digital media convergence is concerned. Nowadays
most smart phones are capable of accessing YouTube videos, dependent on the
provider and the data plan. YouTube Mobile was launched in June 2007 and since
then the music videos have been
available for viewing on a range of mobile products such as tablets, phones,
ipods and various other gadgets in the market. The mobile version of the site
was relaunched based on HTML5, avoiding the need to use Adobe Flash Player and
optimized for use with touch screen controls. This allowed users to share
videos whilst on the move or from the comfort of their own home.
Digital media convergence can
be seen on YouTube in different forms and videos. Armin van Buuren videos such
as the one above are known for incorporating a number of special audio and
visual digital effects. YouTube has been an inspiration for a lot of people
around the world. Some become famous for the right things and others for their
quirky uploads. Digital media convergence is seen by people adopting to the
power of social networking. There are so many features available to the user
where they can interact with other users which adds o the experience of sharing
the music videos and other information. YouTube is linked with a lot of social
networking sites such as Facebook, Twitter and other websites which gives users
the accessibility to easily view and share their favourite music videos without
having to leave the online medium of the internet. YouTube tries to get people
interacting at a whole new level where convenience and ease of access holds
key.
To sum up digital media
convergence, it is safe to conclude that online digital media such as music
videos have gone through their phases and mediums but still available to the
world no matter how old or what genre they belong to. This has been made
possible by online mediums such as the internet and the constant evolution of
technology. This not only gives access to people viewing and sharing videos but
also gives people a chance to flaunt their talents and get noticed in the
world. The exposure created by YouTube is beyond amazing as people get paid by YouTube
to have their own channels and videos posted on a weekly basis. People of
almost all ages now have access to the internet and are interacting all the
time with other people or things that interest them. This will soon turn into
an information highway with almost no boundaries where anyone could interact
with everyone. The Music industry in particular has been taken over by the convergence
of online digital media and an endless online database.
References:
Journal articles &
readings:
1. Jenkins, H. (2006)
Convergence Culture: Where New and Old Media Collide, New York University
Press, pg. 2. (Reading from MAS110 reader)
2. Beyond convergence: Confluence culture and
the role of the advertising agency in a changing world
by Kim Bartel Sheehan and
Deborah K. Morrison, First Monday, Volume 14, Number 3 - 2 March 2009
(http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2239/2121)
(recommended reading)
3. Jenkins, H. (2006)
Convergence Culture: Where New and Old Media Collide, New York University
Press, p.13
Websites:
1. Old Media – New Media, Media
Convergence, Coming Together, accessed December 2011 (http://mconvergence.wordpress.com/)
2. Media review misses online
behemoths, The Australian, accessed May 2012 (http://www.theaustralian.com.au/media/convergence-review/media-review-misses-online-behemoths/story-fndfo21g-1226343170941)
YouTube
1.
Michael Jackson – Smooth Criminal
2.
Elvis Presley – Jailhouse Rock
3. Armin van Buuren - In and Out of Love
Images:
(http://www.Mobile_collage_withAndroid.gif)
(http://www.S3-iPad-collage-copy1-1024x614.png)
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