Convergence Culture/communications

Jenkins analysis of Matrix trilogy . fluent Jenkins battery-acids to its `transmedia storytelling nature , he fails to reveal how this qualitatively different from wizard Wars and other earlier movies , which influenced the great media land (Jenkins 96In my view , much(prenominal) methodological failure originates from Jenkin s expert determinism , which is seeming(a) in his account on convergence . In Jenkins history technological process is split from the development of media sparing and appears as essentially pagan or even ideologic phenomenon . scientific progress in media , consort to Jenkins , immediately outcomes in democratisation and `consumer br potency . For representative , this judgement is evident in Jenkins claim that consumers community whitethorn well tolerate the corporations responsible for what they do in the pertain of those brands (Jenkins 112 provided , this strong belief in democratization and `consumer empowerment , as a result of technology , are essentially methodologically flawed . on that point is no denying the importance of the circumstance that such multimedia innovations as blogs , on-line fan clubs and games significantly increase consumers media activities and confabulation However , they are based on increased commodification of cultural part and people life-styles .

Consumers loyalty to sealed cultural products and brands is reproduced through top-down selling strategies and consolidation of media messageedness . Jenkins himself mentions this by citing the most in effect(p) strategy of merchandise communication : But once marketers play upon segments that prove particularly mercantile or easy to go across , lifestyle marketing becomes a process of announce the lifestyle itself , rather than exploitation 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 partnership , thus , is not in influencing the instruction or content of media culture , but kinda , is trim down to hands-off response to effective marketing strategies of media corporations . For instance , interview (fan clubs ) asks companies...If you call for to get a complete essay, order it on our website: Orderessay

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