Convergence Culture/communications

Jenkins analysis of Matrix trilogy . salve Jenkins points to its `transmedia storytelling nature , he fails to plane how this qualitatively different from star Wars and other earlier movies , which influenced the guileless media neighborhood (Jenkins 96In my view , much(prenominal) methodological failure originates from Jenkin s technological determinism , which is transp arent in his peak on convergence . In Jenkins narrative technological work is divorced from the development of media deliverance and appears as essentially irreligious or even ideologic phenomenon . Technological progress in media , according to Jenkins , immediately matters in democratisation and `consumer br potency . For instance , this article of religion is evident in Jenkins study that consumers community may intimately bear the corporations accountable for what they do in the name of those brands (Jenkins 112However , this sacrosanct belief in democratization and `consumer empowerment , as a result of technology , are essentially methodologically blemished . at that place is no denying the importance of the position that such multimedia innovations as blogs , on-line(a) fan clubs and games significantly profit consumers media activities and communication However , they are based on change magnitude commodification of heathenish realm and throng life-styles .

Consumers loyalty to certain cultural products and brands is reproduced through top- waste merchandise strategies and consolidation of media content . Jenkins himself mentions this by citing the most efficient scheme of marketing communication : exclusively once marketers grade segments that fold particularly lucrative or easy to go knightly , life-style marketing becomes a process of advertising the lifestyle itself , rather than using the lifestyle as a mean(a) for making a case for special(prenominal) products (Jenkins 67 . accordingly , the maintain `consumer empowerment in fact represents takeover of comsumers cultural familiarity . Their participation , thus , is non in influencing the focalisation or content of media culture , except instead , is bring down to passive response to efficient marketing strategies of media corporations . For instance , sense of hearing (fan clubs ) asks companies...If you want to get a full essay, order it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.