Convergence Culture/communications

Jenkins analysis of Matrix trilogy . still Jenkins points to its `transmedia storytelling nature , he fails to rag 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 transparent in his account on convergence . In Jenkins narrative technological process is divorced from the development of media saving and appears as essentially heathenish or even ideologic phenomenon . Technological progress in media , according to Jenkins , immediately matters in democratization and `consumer br empowerment . For instance , this article of cartel is evident in Jenkins claim that consumers community may salutary bear the corporation s accountable for what they do in the name of those brands (Jenkins 112However , this fortified belief in democratization and `consumer empowerment , as a result of technology , are essentially methodologically flaw . at that place is no denying the importance of the point that such multimedia innovations as blogs , on-line fan clubs and games significantly affix consumers media activities and communication However , they are based on increase commodification of pagan realm and people lifestyles .

Consumers loyalty to certain cultural products and brands is reproduced through top-down marketing strategies and consolidation of medi a content . Jenkins himself mentions this by! citing the most efficient strategy of marketing communication : unless once marketers grade segments that prove particularly lucrative or easy to go past , lifestyle marketing becomes a process of advertising the lifestyle itself , rather than using the lifestyle as a mean(a) for making a case for peculiar(prenominal) products (Jenkins 67 . accordingly , the alleged `consumer empowerment in fact represents takeover of comsumers cultural autonomy . Their participation , thus , is non in influencing the focalisation or content of media culture , plainly instead , is bring down to passive response to efficacious marketing strategies of media corporations . For instance , audience (fan clubs ) asks companies...If you want to get a full essay, order it on our website: BestEssayCheap.com

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