Convergence Culture/communications

Jenkins analysis of Matrix trilogy . still Jenkins promontorys to its `transmedia storytelling nature , he fails to dig up how this qualitatively different from Star Wars and other earlier movies , which influenced the vast media land (Jenkins 96In my view , such methodological failure originates from Jenkin s technological determinism , which is seeming(a) in his account on convergence . In Jenkins communicative technological process is divorced from the development of media sparing and appears as essentially pagan or even ideologic phenomenon . technological progress in media , according to Jenkins , immediately outcomes in democratisation and `consumer br empowerment . For instance , this judgement is evident in Jenkins claim that consumers community may well tolerate the corporations accountable for what the y do in the name of those brands (Jenkins 112 all the same , this strong belief in democratization and `consumer empowerment , as a result of engine room , 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 soil and people life-styles .

Consumers loyalty to certain cultural products and brands is reproduced through top-down selling strategies and consolidation o f media content . Jenkins himself mentions t! his by citing the most efficient strategy of marketing communication : But once marketers rule upon segments that prove particularly lucrative or easy to go across , lifestyle marketing becomes a process of announce 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 preferably , 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

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