Convergence is the idea that old media and new media come together. Henry Jenkins wrote a book on the convergence culture. Jenkins says, “convergence describes technological, industrial, cultural, and social changes in the ways media circulates within our culture." He has this idea that the consumers are the participates. Jenkins says, "The question is whether the public is ready to push for greater participation or willing to settle for the same old relations to mass media." We live in a "participation culture" where people love to communication online. People are so active over the Internet and it is the way of our society today. This convergence culture is important to use the past media to help with future improves to new media.
Creative engagement is when companies use creative ways to market to their audience. An example would be companies having social media accounts and offering giveaways. A popular technique used is a giveaway through Instagram. If users will "repost" a picture they are entered into a competition. This is a great way to get people involved and allow for more people to find out about the company. An engagement online that is used in a creative way to provide more participation from the consumer would be considered creative engagement.
I think that convergence will happen one way or another. Old and new media will collide either through technology, media, or economic means. I see companies using creative engagement all the time. Giveaways and social media accounts are among the most popular thing I've seen. I think using Instagram is a good way to involve people and get a companies name out there.
ReplyDeleteYour social media example of creative engagement was great! I see tons of instagram giveaways all the time, and companies use this strategy as a way to get customers involved and engaged. I've noticed that recently, marketing techniques are more specifically geared towards engagement and interaction, as opposed to just showing off a product or service. Businesses are really working to take on a more integrative, engaged approach to marketing.
ReplyDeleteThat is a very good example of creative engagement. I did something similar but compared it to Kim Kardashian. I wonder how much time, research, and effort companies put into their social media posts and how often people actually win these "giveaways". Also, it's interesting how random people do these giveaways as scams but they really aren't gaining anything from it themselves.
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