Convergence Culture/communications

Jenkins analysis of Matrix trilogy . still Jenkins microscope stages to its `transmedia storytelling nature , he fails to dig how this qualitatively different from Star Wars and other earlier movies , which influenced the large media land (Jenkins 96In my view , such methodological failure originates from Jenkin s technical determinism , which is seeming(a) in his account on convergence . In Jenkins storey technological process is divorced from the development of media sparing and appears as essentially pagan or even ideologic phenomenon . expert progress in media , according to Jenkins , immediately outcomes in democratization and `consumer br empowerment . For instance , this judgement is evident in Jenkins claim that consumers community may well tolerate the corporations accountable for what they do in the name of those brands (Jenkins 112 nonetheless , this strong belief in democratization and `consumer empowerment , as a result of engineering , are essentially methodologically flawed . on that point is no denying the importance of the fact that such multimedia innovations as blogs , on-line fan clubs and games significantly increase consumers media activities and communication However , they are based on increased commodification of cultural state and people life-styles .

Consumers loyalty to certain cultural products and brands is reproduced through top-down marketing strategies and consolidation of media content . Jenkins himself mentions this by citing t! he most high-octane strategy of marketing communication : But once marketers find oneself upon segments that prove particularly lucrative or easy to go across , lifestyle marketing becomes a process of publicize the lifestyle itself , rather than using the lifestyle as a sensitive for making a case for specific products (Jenkins 67 . indeed , the alleged `consumer empowerment in fact represents coup detat of comsumers cultural autonomy . Their participation , thus , is not in influencing the instruction or content of media culture , but or else , is trim down to passive response to effective marketing strategies of media corporations . For instance , interview (fan clubs ) asks companies...If you want to get a safe essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper