LO1: Task 2, Technological convergence and production techniques

In the media industry technological convergence has changed the way that media products are both consumed by the target audience. Technological Convergence is when specific types of technology are brought together and formed together. These technologies include a camera, a computer, a phone and a music player. Before technological convergence, in order to make a call, you needed a phone, in order to watch a film, you needed a tv, and in order to listen to music, you needed a stereo, and in order to surf the internet you needed a computer and finally in order to take pictures, you needed a camera.

In this modern age however, all those things have been brought together through technological convergence, and the greater example  of this is the "black box device" which was a theory created by Henry Jenkins. The black box represents all these technologies being converged in a small place, for example a Smart-Phone, which is an appliance which has almost become an essential in this modern age. The smart-phone allows users to take photographs, use the internet, call people and both listen to music and watch films. The phone also includes new technologies, like touch screen which allows the user to have a much easier way of accessing this computer, in a user friendly way. Another feature of the black box device is that they are usually incredibly portable, and able to be held in one hand, which is incredibly convenient.

Because these devices have become a daily interaction in human's lives, industries can successfully complete most of their marketing through them, since they can put their adverts on social medias which are being used by their target audience. The target audience for companies like McDonalds and LYNX are very likely to use social media, since the target audience are likely to be digital natives, who have grown up used to the idea of social media and smart phones. These adverts can appear in the form of adverts and posters, which are very likely to be seen on social medias like Instagram.

These social medias which provide this advertising platform have been revolutionised due to the development of Web 2.0 which allowed  creators to make websites and applications which were more interactive and user friendly, creating an innovative and fun experience on the internet, which we are familiar with today. It is because the target audience enjoy using these applications online that they are going to be easily marketed to through these services.

Web 2.0 also allows people to produce products easily across the globe, since people are able to use instant messenger through social medias like Facebook in order to contact each other for free across the globe to discuss production of products. Another function of Web 2.0 is the use of Google Docs which allows users to document ideas for a production and then instantly share them with other people they are working for.

Another app that can be used online is pixel app, which is a website which allows users to create 2D pixel animations online, these visuals could be used for the production of a website or even an audio-visual advert. Certain products come with their specialised production software as well, for example the iPad Pro now comes with professional graphic design software which allows users to create stunning designs and drawings, which can then be shared instantly online.

Another  example of technological convergence are user friendly cameras, which come with pre installed editing software which allows the users to refine their photography. Certain cameras also come with smart phone like features (minus the phone option) which allows the users to share their photographs on social medias like Instagram.

Post production can also be improved by technological improvements, since computers can now use editing software as well as being used to surf the internet, which means that once videos are edited on software like Adobe Premiere, and then once the file is exported, it can be uploaded immediately online to be distributed online through social medias like YouTube, which is a video service which is free to upload to. Social media can also increase the potential of a campaign through the use of encouraging the audience to participate in a fun activity, and then use a hashtag which is associated with the brand, therefore the product is being advertised by normal people for free, and the brand is being spread around the internet.

An example of a film which uses new technologies is Rogue One: A Star Wars Story, this film uses many different technologies such as Computer Generated footage (CGI for most scenes, including scenes in space) Digital Motion Capture, for filming scenes of actors and anything physical, this meant that the film used an incredibly high budget, which creates and boosts the appeal for the sub-culture of Star Wars fans, as well as creating an appeal to anyone who likes action Sci-Fi films, due to the films genre, however the appeal will mainly be created through the fact that the film's budget is huge, meaning that the product is likely to contain dazzling visuals in a high resolution.