Transcript Hyper Commercialism & Digital Convergence

Hyper Commercialism
& Digital Convergence
Hyper Commercialism
Commercialism means:
• emphasis on the maximizing profit.
• Concern with making of profit at the
expense of artistic or other value
Hyper Commercialism
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Increasing the amount of advertising
mixing of advertising and non –
commercial media content.
A product or logo during a television show
or movie.
Again seeing the commercial during the
commercial break.
Hyper Commercialism Example:
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Pakistan Idol
History
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Egyptians used Papyrus to make sales messages
and wallpapers.
Men walk from one place to
other place for selling their
goods.
This was basic form of
commercialism.
PAPYRUS
Advertisement
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Hyper – Commercialism is a form of advertisement
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But increasing the amount of advertisement
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Encourage or manipulate an audience.
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In the past, advertisements for 5-10 minutes.
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In one hour TV program advertisements twice as
more.
Goal and role of Hyper Commercialism
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Filter audience needs
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What is beneficial for us.
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Affect our decision
Benefits
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It is fine way of advertising
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Without interrupting the flow of the movie
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Sponsors just put their product, logo and brand in
a movie.
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Product placement inside movies has been more
powerful as compared to past.
Disadvantages
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Too much influenced by Hyper Commercialism
Their products are really good or not especially
teenagers.
Sometimes we just waste our money for something
not important.
For Example:
Malaysia has banned the advertisements of fast food
commercials or any product related to fast food during
kid’s hours because it may mislead the children.
Robert W.McChesney
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The Internet is increasingly
Hyper commercialized
Media Critic and Research Professor
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Injecting advertising messages.
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Advertising is done by small group of people
Interview: Robert McChesney
FRONTLINE
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Choice of consumer is related to amount of
commercialism that filter all the
choices
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Commercial logic is idea of selling something.
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People picking from Commercial choices.
Interview: Robert McChesney
FRONTLINE
Example:
Sweden
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Allow no advertising to children Under 12.
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It is the condition of broadcasting.
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You can’t advertise there to children under 12.
Interview: Robert McChesney
FRONTLINE
Marshall Mcluhan - Great Communication Theorist
He says,
“We don’t know who discovered water,
but it probably wasn’t a fish.”
We are so immersed in Commercialism
that we lost see our ability to see it critically.
The Reaction of humans
in the future
T.V. watchers will get even
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more annoyed because their favorite shows
are over
by
.
shadowed
advertisements
Digital Convergence
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The term "digital convergence" means the
ability to view the same multimedia content
from different type’s devices and digitization of
content (movies, pictures, music, voice, text) and
the development of connections methods.
Reading emails on your TV via a connected
Smartphone, watch a streaming movie on the
home theater connected to the Internet.
Convergence of Technologies
Digital convergence refers to the convergence of four
industries into one corporation, ITTCE (Information
Technologies, Telecommunication, Consumer Electronics,
and Entertainment).
This provides new, innovative solutions to consumers and
business users. Based on digital technologies and digitized
content it encompasses converged devices (such as smart
phones, laptops and internet enabled entertainment devices
)converged applications (e.g. music download on PC and
handheld) and converged networks (IP networks).
Each industry brings technical competencies in their
traditional space, and offer unique value propositions and
complements in the converged space.
For example, IT’s strength is in its processing power and data
storage, Telecoms brings value in voice and communications,
CE contributes in physical functionalities and user interface
and Media its content.
Each industry also have its unique forte of distribution
abilities: IT in data networking, Telecoms in cellular and
fixed-line distribution, CE in physical distribution and Media
in satellite, terrestrial and cable distribution.
Consumer Electronics and Media
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Consumer Electronics and Media have been partners
since the rise of radio and television in the 1930s. Digital
technologies from the 70s to the 90s could only tighten
that partnership.
Compact discs, DVDs, digital cameras, digital
camcorders, MP3 players, game consoles and digital TVs
are just some of the results of digital technology applied
to consumer electronics and media. The quality of the
media that is produced and consumed has been vastly
improved with digital. As such the partnership between
CE and Media will continue to advance.
Consumer Electronics and Telecoms
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Before digital, the telephone and fax machine are
probably the most you can speak of when you want to
identify the commonality between the Consumer
Electronics and Telecoms industries.
However, in recent years, digital technology has created
new possibilities between these two industries. Cellular
phones, once only used as a voice and Communication
tool, have now also become a watch, an alarm clock, a
radio, a game , an electronic organizer and even a fashion
accessory.
Information Technology and Telecoms
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One of the first uses of the telecoms infrastructure to transmit digital
data is through computer connecting to a network via a modem.
The success and proliferation of computer to computer networking
through voice dial-up has influenced the creation of newer
technologies like ISDN (Integrated Services Digital Network) and
DSL(Digital subscriber line) to achieve even faster connection
speeds.
Like many other industries, IT has greatly affected the telecoms
industry by both being a complement and a threat. IT has enhanced
the Telecoms industry in many ways, in Particular, voice switching
circuits.
One interesting development to note is also the emerging
Smartphone platform, where cellular phones have processors and
memories in them and are capable of running downloaded software
and applications, much like a computer.
Information Technology and Media
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Just like the telecoms industry, IT has boosted the productivity
of the media industry inmany ways. Publishers have used
computers to do writing and layout of newspapers and books;
broadcasters and movie producers use computer to generate
computer graphics and create special effects for movies and
films.
The increasing computing power of the IT industry has enabled
content producers to enhance the quality of media. Digital
photography and graphics for newspapers, digital editing and
storage for TVs, radios and films are just some examples.
Inversely, digital media is infiltrating the computing world
through compression and streaming audio and video. Encoded
content, be it text, pictures, music or video, can be distributed
and viewed on a PC, whether via CDs, DVDs or the Internet.
Media and Telecoms
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The convergence of Media and Telecoms technologies starts with
Video Conferencing the ability of a duplex transmission of video
and sound over the telephone wires. But true convergence between
these two industries happens when cellular phones become the new
terminal to receive various forms of media.
A few years ago, breaking news in text form is sent via SMS to
cellular phones were novel and commonplace. But now, richer
content are available: music, screen savers, ring tones, images ,
audio, video and games are nowdownloadable to cellular phones.
The consumption of media in the telecommunication platform is
becoming a multi-million emerging industry
Conclusion
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Hyper Commercialism
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Digital Convergence
THANK YOU